Marketing @ LeadFeeder.
Worked in marketing for 4 years, with some agency experience.
Hearts and Science is a digital media agency. Media buying, activation, analytics. Marketing Technology team. We work with clients to help them work with first party data.
People are now able to chose if you want to opt in to personalized ads.
Within the Facebook ads manager platform, they are more limited data they are able to show and also at the same time they changed attribution windows
You used to be able to track for 28 days after seeing an ad. Now it is 7 day
You could see how far they made it through the purchase funnel. "30 people went to add to cart".
This month you had 300 purchase
40% Women
50% men. Age range
You can't see data past the click from Facebook or Instagram.
Before you could see the demographics of people that were in the cart or who actually purchased. You could
Big level lifts to traffic and revenue.
It sucks. The way we do billing is percentage of revenue that is track on revnue. That has dipped by 30% this year. The way we have been billing the performance model. The talks are in teh works to get rid of hte performance model. With new clients we have added more minimums. $1500 per + 10% of tracked revenue.
Facebook Algorithms need to be bigger.
Apple did it to get in on the advertising game. Since that change, Apple revenue from ads has shot up. App store ads.
they would have made the same amount of money if they made. So now you have to do a ton more work on the front end. Figure out with the facebook pixel.
What you would do is:
You would do the same thing before, but it isn't working as well now.
If you have opted out of Facebook tracking, you can't track anymore. If we can't look at Returns on Facebook ads then we.
There is a group it shows up in. Unknown. Basically "unclassified"
We help marketing leaders manage the budget and understand where the cost is going.
Say you have a $500k per month google ad search budget. They have different pages and everything. Lets say $100k is going to five different campaigns. In our systems, we are assigning $100k to those investments. As we get leads in, all of the systems are tracking from beginning to end. Other times you need to do it manually or else you miss a lot of data. Then you calculate those costs from someone becoming an unknown person to a known person.
Then when a sales person lands a deal, we can say "Campaign #2 has made $50k."
Marketing managers are thinking about the messaging, and the customer. They are 100% focused on the front end. But then the marketing ops person comes in and says, "This is what we need to do to track how these are happening."
It doesn't affect my job a lot. It affects the person who is over demand generation a lot. Instead of being able to get all this data and store it in our database. Data security is really important.
3PCL let us go to Facebook, Google, and other players and just tell them, I want ______.
Instead of marketers being able to be lazy, you have to go back to being much better at email marketing, 1st party cookie data, and getting to know who your buyers are. That is the high level.
I can spin up retargeting ads when people go to my competitors site.
Retargeting isn't going away. Google is repackaging things. They are still tracking the crap out of what you do. They are using FLoC. They are going to package these activities.
Intent data providers. They don't provide you user data. They provide you at the company level. They say, "Someone at this company is interested in ____." Then you go and find those people on LinkedIn and build more targeted groups.
It is like mass agriculture. Lead generation was like making corn. You just pumped money into it.
Google is tracking your web activity to every website you go to. So then it can know who buys and keep targeting people who have similar behavior.
People don't go through that much effort to make a campaign. Especially if you have enough money. You could put it into Google Retargeting Network. Facebook Retargeting Network.
If we have depended on retargeting ads to fill our pipeline, that is a big problem. Usually it is cheaper to do retargeting ads than Google Paid Ads. $1,500 to $1,800 per lead. That is a good price.
With some companies they are upside down, spending more on lead gen than they make.
"You have to be a freaking dang good marketer."
It can take 6 months or more using 3PC to hone your audience.
Email needs to be 100% on point
Your demand gen teams are for sure concerned about it. They know a lot more about Google's Floc than I do.
Colby works as a Senior Manager of Marketing Operations at Lively. He lives in Provo. He has been working in marketing for over 10 years and has worked at Domo, InContact, among others.
Facebook Conversions API
https://www.facebook.com/business/help/2041148702652965?id=818859032317965
Off Facebook Activity:
https://www.facebook.com/off-facebook-activity
What are people doing to combat signal loss?
Stats side
Tech side
When Apple rolls out its privacy thing, we aren't going to share this information. Ok... that sucks we lost this information.
We are going pass this information back, but we are going to wait 1-3 days after. We are going to first prioritize the events that you want. We aren't going to get all the information. ... we want checkout and other things about it.
We are only going to let you pick 8 events. And we are going to wait 1-3 days after. And you are going to get a batch. I don't know who it came from. But I do know generally.
The other thing is I use the term SIGNAL RESILIENT data. Any time you measure something it is a signal.
That means things that aren't very reliant on stuff.
We could run analysis:
We could run a MMM. You just take all your info in each channel. Based on your info,
Ideas for MarketDial
The funny thing is.. my CPA is that going up by 25% to 30%. Lets say 50% of people said don't track me. So then that percentage.
They are going to think that the
There is a risk when a company models the data. Because it is. $20 per acquisition.
You could look at last click attribution. There are two portions of this. When I think about CPA... the way we would measure that is we are going to randomly split a group. We are going to compare the two groups. We are going to measure incremental cost.
$100k worth of goods. Test group $200k. Your incremental lift is $100k.
your number of orders
Typically if you are talking about upper funnel channels. So many times, when we acquire a customer.
Typically... models change based on a function of the reward. If you go to an auction model, your price is X. If you say I want to. These companies are find to adjust to fit that. If you think you've lost CPA, you might want to consider.
Ad Platforms can't survive if people aren't making money. We want to have a competitive benefit of why you would. Not really... I don't think there is going to be a long lag on that. I think the tools were built at a certain time to measure CPA.
EXAMPLE: When people run trials on a platform. There are a lot of reasons. They have Chrome as a browser. They know what a cookieless world. They are pretty quick that they have a modeled solution. Then you have Meta, they are going to provide solutions.
The big value for MarketDial to model the data. We lost the data. We don't know what happened. We do know that you have a 70% user base that buys your product. 50% have opted in. 35% of your traffic is now out of the mix. So you could say that my CPA increased. Well, we could just multiply it, that might not be accurate.
What is the lifetime value of an iPhone. So if we know more about your
I would assume that if the CPA went up... it is from 1 less accuracy and the 2 is the trackability. Generally what we find on Facebook, whenever someone.
People will do interest based targeting. Those are often less profitable for the business than if the facebook algorithm. Often almost always, the model that Facebook has built,
They could have been feeding it
A company could run a modeled data. There is a ton that people can do.
The function of cost increasing is not a function of accuracy
Glass click model
You will see that the business starts drying up. you ahve paid search and you have natural search. Paid search is awesome.
Are you wasting money?
This is a problem that people struggle.
People assume that their data is an accurate story. What they don't understand. If your tag got messed up, or the javascript didn't work, or if you hit a redirect. You are going to assume users changed their behavior.
People are changing a lot.
Where it is really valuable is to HELP OUR CUSTOMERS UNDERSTAND THESE CHANGES!!!
WHAT IF WE JUST FREAKING STARTED THERE. CONTENT MARKETING. GIVE MORE TRUTH.
"ALL MODELS ARE WRONG, SOME ARE JUST LESS WRONG THAN OTHERS."
In Europe, there is something called the measurement council. There are agencies, TV people, platforms, basically they get together to accurately measure this information. The people who would be apart of that.
Who should I talk to?
European Measurement Council.
A lot of people don't
People at Apple. People at Google.
Marketing Science... find people who have that. Measure what is going on in marketing.
People who actually implemented this thing.
We don't know what we don't know. Who has the time actually research the things. People are going to do the same thing... they are going to form quick
Jeff works at Meta as a Marketing Science Partner. We didn't go into much of what he did for Meta, mostly due to time.