Following the Data - Has Your Growth Peaked?
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This document summarizes a presentation by Farhad Divecha from AccuraCast in November 2020. The presentation discusses how companies should take a multichannel approach to marketing across search, display, social media and more. It also examines attribution modeling and how to determine which marketing channels are most effective based on metrics like cost, clicks and conversions. The presentation includes a case study of an online golf retailer that saw success marketing across multiple countries and languages without physical stores.
Following the Data - Has Your Growth Peaked?
- 1. Following the Data Has Your Growth Peaked? Presented by: Farhad Divecha Date: November 2020 @AccuraCast
- 2. Introductions Farhad Divecha ( Faar-haad Dee vey tcha )
- 3. Innovation Multilingual Data Intelligence Flexibility
- 4. Digital Advertising Our Services Search optimisation Multilingual marketing Social media marketing
- 5. Clients
- 6. The story of Lil Nas X
- 8. “Yeah, I'm gonna take my horse to the old town road I'm gonna ride 'til I can't no more ”
- 9. It’s a whole new world we be livin’ in
- 10. Your customers don’t live in silos
- 11. Go multichannel Create experiences Engage authentically Grow communities Differentiate
- 12. That is the question… Which Channel Works Best?
- 13. © 2020 AccuraCast Limited +44 (0)800 019 6813 www.accuracast.com Channel Clicks Cost Conversions CPA Search 4,500 £6,000 300 £20 Shopping 3,200 £4,500 450 £10 Display 15,800 £1,500 100 £15 Facebook 5,600 £5,000 500 £10 Instagram 2,300 £2,000 150 £13 Twitter 3,700 £4,000 200 £20 YouTube 1,600 £3,000 20 £15 TikTok 12,300 £1,000 250 £4 In a siloed world…
- 14. Attribution
- 15. © 2020 AccuraCast Limited +44 (0)800 019 6813 www.accuracast.com Paid Search Display Remarketing Facebook Organic Search Who gets the credit?
- 16. © 2020 AccuraCast Limited +44 (0)800 019 6813 www.accuracast.com Channel Clicks Cost Last-click Cv Attributed Cv CPA Effective CPA Search 4,500 £6,000 300 600 £20 £10 Shopping 3,200 £4,500 450 450 £10 £10 Display 15,800 £1,500 100 50 £15 £30 Facebook 5,600 £5,000 500 250 £10 £20 Instagram 2,300 £2,000 150 500 £13 £4 Twitter 3,700 £4,000 200 50 £20 £80 YouTube 1,600 £3,000 20 20 £15 £15 TikTok 12,300 £1,000 250 50 £4 £20 In the real world…
- 17. © 2020 AccuraCast Limited +44 (0)800 019 6813 www.accuracast.com 0 500 1000 1500 2000 2500 3000 £5 £10 £15 £20 £25 £30 £35 Lower Effective CPA = Room to grow
- 19. Case study: American Golf FR, DE, & IT Purely digital activity & no stores to drive traffic All sales are repeat or seeded by non-brand activity
- 22. Attributed conversions Last Click First Click CPA δ DE 39.15% 53.66% 37% FR 39.53% 56.74% 44% IT 29.39% 39.04% 32%
- 24. © 2020 AccuraCast Limited +44 (0)800 019 6813 www.accuracast.com 0% 5% 10% 15% 20% 1st Interaction 2nd Interaction 3rd Interaction 4th Interaction 5th Interaction Start Linear
- 25. © 2020 AccuraCast Limited +44 (0)800 019 6813 www.accuracast.com 0% 10% 20% 30% 40% 1st Interaction 2nd Interaction 3rd Interaction 4th Interaction 5th Interaction Progress to Time Decay
- 26. © 2020 AccuraCast Limited +44 (0)800 019 6813 www.accuracast.com 0% 10% 20% 30% 1st Interaction 2nd Interaction 3rd Interaction 4th Interaction 5th Interaction Ace with Data-driven & Custom
- 27. Thank You! www.accuracast.com Presented by: Farhad Divecha Date: November 2020