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What’s	the	Future	of	
Marketing	on	
Facebook?
Peter	Podolinsky
Peter	Podolinsky
ROI	HUNTER
Twitter	@PeterPod
Stand	E10
TODAY’S	MARKETERS	
SUFFER	FROM	OVERLOAD
Technical knowledge
Skills
Experience
1 2 3 4
Data Technologies
Attribution	
models
Measurement
Data	all	over	the	place
CRM
FEED
Too	many	tools	&	technologies	to	master
Attribution	models	don’t	match
• Based	on	Facebook	Pixel
• Each	clicked	or	viewed	ad	
• 1/28	day	attribution	window
• Abil...
Cross	channel	measurement	complicated
CUSTOMIZATION	TAKES	
PLACE	TO	ACCOMMODATE	
GROWING	NEEDS
Increased	demand	for	3rd	party	apps
0
20
40
60
80
100
120
2009-01
2009-03
2009-05
2009-07
2009-09
2009-11
2010-01
2010-03
...
DATA	INTEGRATED	INTO	
ONE	PLATFORM	GIVE	
BETTER	INSIGHTS	FASTER
Data	integrations	with	other	systems
CRM ERP BI TOOLS
AUTOMATION	SPEEDS	UP	
WORK	AND	IS	LESS	
RESOURCE	HEAVY
Automated	ad	management
Audiences Templates Rules Optimization
SO	INSTEAD	OF	FOCUSING	ON	
MANAGEMENT	OF	CAMPAIGNS,	
MARKETERS	CAN	FOCUS	ON	RESULTS
Optimization	to	what’s	important
Conversions Engagement Reach Recall Metrics	
from	other	
data	sources
Personalized	marketing	at	scale
website	visitors	get	frustrated	with	websites	when	content,
offers,	ads,	promotions,	etc.	...
Value	of	simplicity	increases
FUTURE	OF	PERFORMANCE	
MARKETING	ON	FACEBOOK
Will	performance	marketers	be	
replaced	by	algorithms?
• Embrace	new	technologies
• Hedge	your	bets
• Don’t	get	too	far	ah...
Ecosystem	of	specialist	partners	help	marketers	
from	going	mad
Good	ads	go	to	heaven	…
… bad	ads	never	show!
Peter	Podolinsky
ROI	HUNTER
Twitter	@PeterPod
Stand	E10
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E-commerce Berlin Expo 2017 - The future of Facebook performance marketing – customized solutions

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Peter Podolinsky Sales Hunter ROI Hunter

Today’s performance marketers find it increasingly difficult to make data-driven decisions, as data from their digital marketing efforts are distributed across many platforms and tools. Peter will focus on Facebook performance marketing and speak about consolidating data and customized solutions for progressive performance marketers, those who want to be able to act fast on the results their data show.

Publicada em: Marketing
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E-commerce Berlin Expo 2017 - The future of Facebook performance marketing – customized solutions

  1. 1. What’s the Future of Marketing on Facebook? Peter Podolinsky
  2. 2. Peter Podolinsky ROI HUNTER Twitter @PeterPod Stand E10
  3. 3. TODAY’S MARKETERS SUFFER FROM OVERLOAD
  4. 4. Technical knowledge Skills Experience
  5. 5. 1 2 3 4 Data Technologies Attribution models Measurement
  6. 6. Data all over the place CRM FEED
  7. 7. Too many tools & technologies to master
  8. 8. Attribution models don’t match • Based on Facebook Pixel • Each clicked or viewed ad • 1/28 day attribution window • Ability to track cross device (FB ID) • Based on Google Cookie • Last clicked only • 6 months attribution window • Not able to track cross device
  9. 9. Cross channel measurement complicated
  10. 10. CUSTOMIZATION TAKES PLACE TO ACCOMMODATE GROWING NEEDS
  11. 11. Increased demand for 3rd party apps 0 20 40 60 80 100 120 2009-01 2009-03 2009-05 2009-07 2009-09 2009-11 2010-01 2010-03 2010-05 2010-07 2010-09 2010-11 2011-01 2011-03 2011-05 2011-07 2011-09 2011-11 2012-01 2012-03 2012-05 2012-07 2012-09 2012-11 2013-01 2013-03 2013-05 2013-07 2013-09 2013-11 2014-01 2014-03 2014-05 2014-07 2014-09 2014-11 2015-01 2015-03 2015-05 2015-07 2015-09 2015-11 2016-01 2016-03 2016-05 2016-07 2016-09 2016-11 2017-01 Google Trends Interest Coefficient for ”Facebook Ads Trends” 7 per. Mov. Avg. (Interest coeficient)
  12. 12. DATA INTEGRATED INTO ONE PLATFORM GIVE BETTER INSIGHTS FASTER
  13. 13. Data integrations with other systems CRM ERP BI TOOLS
  14. 14. AUTOMATION SPEEDS UP WORK AND IS LESS RESOURCE HEAVY
  15. 15. Automated ad management Audiences Templates Rules Optimization
  16. 16. SO INSTEAD OF FOCUSING ON MANAGEMENT OF CAMPAIGNS, MARKETERS CAN FOCUS ON RESULTS
  17. 17. Optimization to what’s important Conversions Engagement Reach Recall Metrics from other data sources
  18. 18. Personalized marketing at scale website visitors get frustrated with websites when content, offers, ads, promotions, etc. appear that have nothing to do with their interests (Source: Janrain, )74%
  19. 19. Value of simplicity increases
  20. 20. FUTURE OF PERFORMANCE MARKETING ON FACEBOOK
  21. 21. Will performance marketers be replaced by algorithms? • Embrace new technologies • Hedge your bets • Don’t get too far ahead of yourself • Build peripheral skillsets How Marketers Can Prepare
  22. 22. Ecosystem of specialist partners help marketers from going mad
  23. 23. Good ads go to heaven … … bad ads never show!
  24. 24. Peter Podolinsky ROI HUNTER Twitter @PeterPod Stand E10

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