242/102/49 0/51/59 181/172/166 Primary colors 248/152/29 PMS 172 PMS 137 PMS 546 PMS /206/ /227/ /129/123 Secondary colors 114/181/204 PMS 148 PMS 7458 PMS 7457 PMS /79/75 PMS /166/143 PMS 487 © 2010 MediaMind Technologies Inc. | All rights reserved Cross Channel Analysis Shanthini Sathasivam | Account Manager Channel Connect for Search

© 2010 MediaMind Technologies Inc. | All rights reserved The consumer journey BUY RESEARCH CLICK Perceived Path to Conversion INTERACT SEE Actual Path to Conversion ▸ Actual path to conversion ▸ Perceived path to conversion

© 2010 MediaMind Technologies Inc. | All rights reserved A separate tag is required for each channel When Search and Display are tracked together Accurate Conversion Data (de-duplication) Cross-channel exposure display search One purchase Conversion is incorrectly recorded in each channel visited by the consumer ▸ When Search and Display are tracked separately

© 2010 MediaMind Technologies Inc. | All rights reserved Difficulty: © 2010 MediaMind Technologies Inc. | All rights reserved Bridging display & search

© 2010 MediaMind Technologies Inc. | All rights reserved Only 1 universal tag is required for all channels When Search and Display are tracked together Accurate Conversion Data (de-duplication) ▸ When Search and Display are tracked together Cross-channel exposure display search One purchase De- duplication - Conversion is correctly recorded by last channel visited

© 2010 MediaMind Technologies Inc. | All rights reserved Channel Connect for Search reports ▸ Search-Display Overview ▸ Search Overview ▸ Path to Conversion by Channel ▸ Path to Conversion by Site Animation if needed Is “Fade - very fast”

© 2010 MediaMind Technologies Inc. | All rights reserved Compare search and display channels ▸ Compare both channels in a single report ▸ Use the Search – Display Overview report to compare the channels using delivery metrics, ROI and conversion information

© 2010 MediaMind Technologies Inc. | All rights reserved Compare search and display channels For example, the Search campaigns had better CTR (2.4%), but most of the conversions (almost 18,000) came from the Display campaign Display Search

© 2010 MediaMind Technologies Inc. | All rights reserved Find search and display synergies ▸ Other Channel Impact Rate helps you understand the synergy between channels

© 2010 MediaMind Technologies Inc. | All rights reserved Find search and display synergies In this example, over 25% of the Search conversions contained one or more Display ads in the path to conversion. This can prove a positive effect of Display on Search and a synergy between them

© 2010 MediaMind Technologies Inc. | All rights reserved Path to Conversion by Channel Report ▸ A great view into the Consumer Behaviour is given by Path to Conversion Analysis by Channel ▸ The report shows Exposure Groups: groups of channels to which the consumers were exposed.

© 2010 MediaMind Technologies Inc. | All rights reserved Explore consumer behavior For example, a common path structure is Display > Search which represents a path starting with a Display event and ending with a Search event. This may help you in scheduling your Display and Search campaigns, defining desired exposure frequencies, etc. For example, a common path structure is Display > Search which represents a path starting with a Display event and ending with a Search event. This may help you in scheduling your Display and Search campaigns, defining desired exposure frequencies, etc. If the user is searching and not being exposed to Display the display media buy is missing these users

© 2010 MediaMind Technologies Inc. | All rights reserved Path to Conversion by Site report ▸ Assigning conversion to the last site in the path to conversion tends to show only part of the picture ▸ Use the Path to Conversion by Site report to asses the true contribution of sites to the campaign

© 2010 MediaMind Technologies Inc. | All rights reserved Cost-effectiveness of sites From: Path to Conversion Analysis by Publisher report The Entire Path method shows that Yahoo! has the highest ROI Google has the lowest Entire Path ROI, (25% lower than its Last Ad ROI) Yahoo! contributes the best along the path to conversion - Entire Path ROI shows this contribution better A possible conclusion would be shifting budgets from publishers with lower Entire Path ROI (Google) to those with a higher one (Yahoo!) Google Yahoo!

© 2010 MediaMind Technologies Inc. | All rights reserved Thank you!

© 2010 MediaMind Technologies Inc. | All rights reserved 10 Cross-Channel Recommendations 1.Talk it up. Keep the lines of internal lines of communication open, so your search team and your media teams are in sync with each other and aligned with the brand message. 2.Share and share alike. Too often, display and search happen in silos, never seeing each other’s work. Share creative, agree on the message, work together. 3.Tag, you’re it. Have a single conversion tag to track all events. Separate tags for search and display tracking will muddy the waters and create inaccurate measurements. 4.One landing page. Having one landing page will enable you to effectively track the paths to conversion, giving you a clear image of how each channel contributes to the campaign. 5.Blaze a trail. Create the path for consumers, use Search and Display that work together to bring users into the brand.

© 2010 MediaMind Technologies Inc. | All rights reserved 10 Cross-Channel Learning’s 6.Go behind the scenes. You see the last click, but what happens before that? Go beyond the last click to find the true path to conversion – what contributed to the final purchase decision? 7.Keep it together. Maintain a unified reporting system for a clearer picture of campaign performance. 8.Fools rush in. Don’t be hasty to shift budget from Display to Search. Understand the value of branding to create the purchase intent. 9.Great tastes that taste great… together! Whether you’re tracking traffic, engagement, conversion or other metrics, the view the campaign holistically, rather than in silos. 10.K.I.S.S. With one unified strategy and an easy tracking solution, you can bridge the silos easily. It’s not that hard. Keep it simple!