Multi channel multi device emarketing
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Multi Touch Marketing is a selling strategy using different marketing channel to make contact with customers. A channel might be an email, web site, SEO , SEM, Metasearch, Content search , Display ad, tele-sales , Direct , etc., Some of the channels are paid. Hence its important to help business user make decision in understanding the best and efficient channel or set of channel which starts with lead and ends with conversion. For a purchase we identify all the channel through which the customer was acquired , all intermediate channel which aided conversion and finally the channel which led to Conversion.
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Multi channel multi device emarketing
- 1. eMarketing – BASE Basics , Attribution , Scams , Earnings *Image Source: Google Images
- 4. Which Ad has a better ROI on marketing Spend *Source: Google Images
- 5. Rahul Just completed his 2rd year exam. He has 2 months Break before Next term starts. Rahul wants to spend time in picking Best books for Next term. Below are the searches. He does not know which website to purchase books from , He uses his best friend Google to start 1-Jun Rahul Does a blank search on google. Gets flipkart.com as first Url , clicks it. Rahul does not know it was a paid search. Browses for 2 Hours. Rahul costed 2$ as spend which flipkart.com pays Google 10-Jun Rahul does search on flipkart.com , this time he clicks the third link which is SEO. Browses for 30 minutes but does not make a purchase 11-Jun Rahul receives a mail and goes flipkart.com , browses for another hour and does not make any purchase . Rahul costed flipkart.com 0.01$ 18-Jun flipkart.com knows Rahul likes them. They ask facebook to target Rahul with flipkart.com ads , Rahul clicks ad make a purchase after 5 mins of browsing. flipkart.com pays facebook 1$
- 7. Online Channels SEM SEO EMAIL META Social Media Affiliates Display Blog/Reviews News paper TV Radio Telephone Hoardings Door to door Events Marketing Channels Offline Channels
- 9. SEO and SEM
- 12. Email Marketing Email marketing is the act of sending a commercial message, typically to a group of people, using email. In its broadest sense, every email sent to a potential or current customer could be considered email marketing. Source:wikipedia Img source :http://www.ofekcloud.com/Email-Marketing-1/
- 14. Display Marketing Display advertising is a type of online advertising that comes in several forms, including banner ads, rich media and more. Unlike text-based ads, display advertising relies on elements such as images, audio and video to communicate an advertising message - marketingland.com/library/display-advertising-news
- 15. Affiliate Marketing • It’s a marketing that partners with third parties that bring in traffic • Its success is usually based on Performance (Conversions) • In Many cases revenue can be between 1-100% • Sometimes affiliate marketing company pass on profit in form of rebate • Payout many times is also based on parameter such as sales , volume , App installs etc.
- 16. CPC(PPC) vs CPI(CPM) vs CPA Image source :http://www.lafandar.org/2015/08/what-is-online-advertising-what-are-cpm.html
- 18. Day 1:Rahul Does a search for network analysis book Originating Channel
- 19. Day 1:Rahul Does a search for network analysis book Originating Channel Day 10:Rahul Does a search for buying books online Assisting Channel
- 20. Day 1:Rahul Does a search for network analysis book Originating Channel Day 10:Rahul Does a search for buying books online Assisting Channel Day 11:Rahul Gets a mail and he clicks and opens the mail Assisting Channel
- 21. Day 1:Rahul Does a search for network analysis book Originating Channel Day 10:Rahul Does a search for buying books online Assisting Channel Day 11:Rahul Gets a mail and he clicks and opens the mail Assisting Channel Converting channel Day 18:Rahul gets ad on facebook , clicks it and makes a purchase
- 22. Day 1:Rahul Does a search for network analysis book Originating Channel Day 2:Rahul Does a search for buying books online Assisting Channel Day 3:Rahul Gets a mail and he clicks and opens the mail Assisting Channel Converting channel Day 4:Rahul gets ad on facebook , clicks it and makes a purchase M a r k e t i n g S p e n d 2$ - SEM 0$ - SEO .01$ - Email 1$ - Social Media Purchase Value = 85$
- 23. “Given today's challenging economic times, attribution is critically important because so many organizations are questioning the value of their outbound marketing efforts. Marketers should begin measuring multi campaign attribution now, before it becomes a corporate mandate” – Forrester , Multicampaign Attribution Image src :DigitalMarketingAnalytics.net
- 24. Last Interaction attribution model, the last touchpoint—in this case, the Facebook would receive 100% of the credit for the sale Last Non-Direct Click attribution model, all direct traffic is ignored, and 100% of the credit for the sale goes to the last channel that the customer clicked through from before converting First Interaction attribution model, the first touchpoint—in this case, the Paid Search channel—would receive 100% of the credit for the sale Linear attribution model, each touchpoint in the conversion path—in this case the Paid Search, Social Network, Email, and SEO channels—would share equal credit (25% each) for the sale. Time Decay attribution model, the touchpoints closest in time to the sale or conversion get most of the credit. In this particular sale, facebook and Email channels would receive the most credit because the customer interacted with them closer to conversion. SEO and SEM will receive less credit. Position Based attribution model, 40% credit is assigned to each the first and last interaction, and the remaining 20% credit is distributed evenly to the middle interactions. In this example, the Paid Search and facebook channels would each receive 40% credit, SEO and Email channels would each receive 10% credit. Source: Google Anslytics
- 25. Attribution Model Day 1: SEM Day 10: SEO Day 11: Email Day 18: Facebook Last Click 0 0 0 85 First Click 85 0 0 0 Linear Distribution 21.25 21.25 21.25 21.25 Time Decay 7 18 20 40 Position Based 34 8.5 8.5 34 New Model ? ? ? ?
- 26. • Time on Site per channel • Total Page views per channel
- 27. This model takes into account the time spend on each page by customer for a given Marketing channel. At a granular level its divides the revenue on page basis and finally aggregates the same to get revenue at channel basis. There is page start time, Page end time. The difference between the two gives time spend of each page. If there are multiple touch points in Booking path, then divide the revenue of 85$ for each of the touch points. Channel Name Total Time spent in seconds Revenue based on Time on Site Revenue Based on Last Paid click Day 1: SEM 7200 51.1 0 Day 10: SEO 1800 13.7 0 Day 11: Email 1800 13.7 0 Day 18: Facebook 300 2.4 85
- 28. This model takes into account total number of pages seen by customer for a given Marketing channel. At a granular level its divides the revenue on page basis and finally aggregates the same to get revenue at channel basis. Easiest way to derive the revenue per channel is to count total number of channel seen by the user Channel Name Total Time spent in seconds Revenue based on Time on Site Revenue Based on Last Paid click Day 1: SEM 100 21.2 0 Day 10: SEO 150 31.8 0 Day 11: Email 100 21.2 0 Day 18: Facebook 50 10.6 85