BrightEdge Share15 - DM102: Email & Marketing Automation - Rodrigo Fuentes

1. The leading industry event by digital marketers for digital marketers
powered by BRIGHTEDGE
Understanding Display and Marketing Automation
Accurately Measuring Your Display Advertising
Post-View Conversion Report #FTW

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Rodrigo Fuentes
Founder & CEO
Engineer IP Lawyer Entrepreneur

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“Half the money I spend
on advertising is wasted;
the trouble is
I don't know which half.”
John Wanamaker

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Have we solved this problem?
First-Click
Last-Click
Multi-Click

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“Clickers
aren’t
buyers,
and buyers
aren’t
clickers.”
Display Ad Clickers Are Not Your Customers, Konrad Feldman, Quantcast Whitepaper 2012

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What about
long, considered
purchase cycles?

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Post-View Conversion Report #FTW

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Measuring impact of display advertising
even where prospects do not click on ads.

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28%
Conv.
Rate
18%
Conv.
Rate
51% Lift in Conversion Rate

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DIY Project
Break Out the Spreadsheets

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Add unique_id
to your forms

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Export data,
including
unique_id
and
impressions

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Export CRM data,
including
lead status
and other fields

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Unify ad and CRM data with VLOOKUP formula

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Map CRM statuses to
funnel stages

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Calculate conv. rates and percent change

19. Practical Takeaways
@brightedge #share15
• The impact of display advertising goes beyond clicks
• Measure that impact using post-view conversion reports
• You can do this with simple analytics and spreadsheets
• Enlist support from your development team

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Bonus
Repeat this analysis to calculate impact on sales velocity