11. 11
CHANNELS MANAGED AS
SILOS
SEARCH: PPC AND SEO EXPERTS
DISPLAY: MEDIA BUYERS AND RTB
EXPERTS
EMAIL: EMAIL EXPERTS
SOCIAL: SOCIAL MEDIA EXPERTS
12. 12
WITH SPECIALIZED TECH
SEARCH: BID MANAGEMENT
PLATFORMS
DISPLAY: AD SERVERS AND DSPS
EMAIL: ESPS AND MARKETING
AUTOMATION
SOCIAL: FACEBOOK ADS PLATFORMS
13. 13
AND ACROSS DEVICES!
MOBILE EXPERTS DO EXIST
USUALLY MOBILE MEDIA IS SEARCH OR
DISPLAY
NOW MORE AND MORE SOCIAL
SOME ADS IN APPS
BUT THE SAME PEOPLE CONSUME
MEDIA ON COMPUTERS, TABLETS AND
PHONES
14. 14
CONVERSIONS IN SILOS!
SEARCH: TRACKING PIXEL FROM
ENGINES
DISPLAY: POST-CLICK AND POST VIEW
CONV.
MOBILE: SOME SEARCH, SOME DISPLAY
EMAIL: TRACKING PIXEL FROM ESP
SOCIAL: FACEBOOK TRACKING
… OF COURSE ALL CAN USE WEB
ANALYTICS
15. 15
THIS IS WHAT IS HAPPENING
Impressions
Clicks
Conversions
Search, Email
Display, Social,
Other
= single event
19. 19
In Summary
• DOLLARS ARE MOVING ONLINE SUPER FAST
• THE AMOUNT OF CROSS-CHANNEL DATA IS
STAGGERING
• EACH CHANNEL IS MANAGED IN SILO
• TECHNOLOGY IS ALSO SPECIALIZED BY SILO
• USERS NEED TO BE FOLLOWED ACROSS
DEVICES
• POST-VIEW / VIEW THROUGH AND LAST CLICK
ARE EVIL
• NEED TO VALUE IMPRESSIONS / CLICKS
CORRECTLY
• VERY HARD TO BUILD MODELS ONE CAN TRUST