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Tag: online advertising

Design Ideas for MMM SaaS Platforms

Published by Joni on September 18, 2024

Some ideas on directions toward which Marketing Mix Modeling Software-as-a-Service Platforms should be developed: So, an MMM SaaS tool should not only observe but it should actively suggest and, if suggested policy is accepted by the human manager, implement it in the ad platforms! I think this step from observations to interventions is necessary to unleash the potential of MMM.

Sales attribution in cross-channel retargeting

Published by Joni on October 21, 2022

Digital marketing thought of the day (with Tommi Salenius): There are two channel types for online ads: “first-channel”, meaning the channel that gets a customer’s attention first. And “second-channel”, where we run retargeting ads to activate the non-converted audience from the first-channel. There are also two types of consumers: “buy now”, meaning those that buy immediately without the need for…

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“It eliminates all the fun.”​ Automation taking over marketing?

Published by Joni on September 16, 2022

Jon Loomer, a well-respected digital marketer, was interviewed by Andy Gray in Andy’s podcast. They discussed automation and the impacts it has on the future of digital marketing. Andy asked what happens when everything becomes standardized by the platform? That is, when the platform sets the click price, chooses the targeting, and even writes the ads. The logic of the…

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How to Audit International Facebook Advertising? A 37-Item Checklist

Published by Joni on October 14, 2018

This is a joint article written with Mr. Tommi Salenius who works as a digital marketing specialist at Parcero Marketing Partners. Introduction Facebook advertising is a powerful form of online marketing for many purposes ranging from direct response campaigns to brand visibility and awareness. However, the competition in the ad platform is increasing every year, as companies are increasing their…

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Identifying opportunities that Google and Facebook can’t handle

Published by Joni on October 21, 2017

It’s almost impossible to beat Facebook’s or Google’s algorithms in ad optimization, because they have access to individual-level data whereas the advertiser only gets aggregates, and even their supply is limited. But, there are two opportunities I see which Google and Facebook don’t handle: 1. Use of CRM data Especially purchase history (=lifetime value), product margins (=profitability), and other customer…

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Managing business development of an ad platform

Published by Joni on July 20, 2017

Here’s a great example of a business development program of an ad platform: Google provides similar service through its AdWords Partner program. Facebook and Google are offering the free 1-on-1 help for one simple reason: It improves the quality of ads. Because of this, two positive effects take place: a) the users are happier. As two-sided markets, FB and Google need…

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Affinity analysis in political social media marketing – the missing link

Published by Joni on March 30, 2017

Introduction. Hm… I’ve figured out how to execute successful political marketing campaign on social media [1], but one link is missing still. Namely, applying affinity analysis (cf. market basket analysis). Discounting conversions. Now, you are supposed to measure “conversions” by some proxy – e.g., time spent on site, number of pages visited, email subscription. Determining which measurable action is the…

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Total remarketing – the concept

Published by Joni on March 30, 2017

Here’s a definition: Total remarketing is remarketing in all possible channels with all possible list combinations. Channels: Programmatic display networks (e.g., Adroll) Google (GDN, RLSA) Facebook (Website Custom Audience) Facebook (Video viewers / Engaged with ads) etc. How to apply: Test 2-3 different value propositions per group Prefer up-selling and cross-selling over discounts (the goal is to increase AOV, not…

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In 2016, Facebook bypassed Google in ads. Here’s why.

In 2016, Facebook bypassed Google in ads. Here’s why.

Published by Joni on March 30, 2017

Introduction The gone 2016 was the first year I thought Facebook ends up beating Google in the ad race, despite the fact Google still dominates in revenue ($67Bn vs. $17Bn in 2015). I’ll explain why. First, consider that Google’s growth is restricted by three things: natural demand keyword volumes, and approach of perfect market. More demand than supply First, at…

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