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When You Need a 3rd Party Attribution Tool With Austin Harrison | Perpetual Traffic EP 524
21 ideas de marketing sacadas de «When You Need a 3rd Party Attribution Tool With Austin Harrison | Perpetual Traffic EP 524», de Perpetual Traffic. Sobre…
- 21 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 51 min
- Publicada en 2023
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Canales de adquisiciónEn lugar de asumir que para crecer siempre se necesita aumentar el gasto publicitario global, es posible obtener un incremento significativo en ingresos y adquisición reasignando el presupuesto existente entre canales mediante modelos predictivos o de atribución.
you don't have to spend more you could just un reallocate your budget budget level but just allocate more or less to different channels and achieve a higher outcome so that's what we've rather than say spend more we we think you can unlock grow growth with a reallocation not even just spending more just a reallocation of the same amount actually see a lift which we've seen
Escúchalo en el minuto 40:50
Canales de adquisiciónEn lugar de asumir que para crecer siempre se necesita aumentar el gasto publicitario global, es posible obtener un incremento significativo en ingresos y adquisición reasignando el presupuesto existente entre canales mediante modelos predictivos o de atribución.
you don't have to spend more you could just un reallocate your budget budget level but just allocate more or less to different channels and achieve a higher outcome so that's what we've rather than say spend more we we think you can unlock grow growth with a reallocation not even just spending more just a reallocation of the same amount actually see a lift which we've seen
Escúchalo en el minuto 40:50
Optimización presupuestaria holística mediante MMM
Medición y experimentosEl objetivo central del MMM es determinar la asignación óptima de presupuesto por canal para maximizar el ingreso global o los objetivos de ROAS/CAC, analizando el impacto conjunto de todas las variables impulsoras de ventas (inversión publicitaria, email y calendario promocional) tanto en canales online como en retail.
trying to figure out very simply you're trying to figure out the right amount to spend on each individual individual Channel or platform um to maximize your overall revenue for um by you know row as by CAC um you know you can build an mmm model based on your target kpis your goal for yeah the key is understanding all of the inputs that drive Revenue in retail or things that drive Revenue so you've got um your media spent right you've got your email you've got um your promotional schedule so things on a website and so you've got to look at all of those inputs and try to understand what is the…
Escúchalo en el minuto 30:42
Implementación de medición multicanal y Media Mix Modeling (MMM) para escalar presupuestos
Medición y experimentosAl escalar la inversión publicitaria más allá de las campañas de conversión directa e incorporar múltiples canales simultáneos, es fundamental establecer una metodología de medición unificada (como software de atribución de terceros o Media Mix Modeling). Dado que los canales trabajan de forma conjunta generando sinergias y cada plataforma tiende a atribuirse las ventas, un modelo holístico permite determinar…
it's really they have to figure out a way to scale to that next level I've but you have to test it like you have to test you have to bring in the you know test all these different areas and see like where you're getting lift business owner it's kind of scary to listen to people that all are telling you you're making money and then everything is what we're doing so you also truth in that which it's how you do it right it's how much you invest per Channel how you measure that channel how you measure your whole business business owner somehow some way you have to develop a methodology when you…
Escúchalo en el minuto 25:11
Medición del impacto diferido de anuncios de branding y vídeo
Medición y experimentosCuando las campañas de vídeo o branding no generan conversiones directas inmediatas, se debe evaluar su ROI analizando señales indirectas: volumen de captación de emails y su posterior facturación a 30-60 días, incremento del CTR en otros canales y aumento en la tasa de nuevos visitantes a la web.
I think a good example would be you know your running video you're not seeing immediate conversions but you are seeing email signups right for the sake of um and then you do an email 30 days going to look for an email Revenue boost right hey is email Revenue going up when other thing you could look at is am I getting a higher click-through on my other channels like has my performance increased on other channels that's sense right or am I getting a lot more new visitors to my website than I used to right you know is my new customer uh visit rate higher than used to be right looking for some…
Escúchalo en el minuto 5:23
Construir un «media mix» orquestado para escalar más allá del techo de un solo canal
Canales de adquisiciónEl crecimiento a gran escala no proviene de encontrar un canal milagroso único, sino de desarrollar un mix de medios donde múltiples canales (como pauta pagada, creadores e influencers) interactúan en sinergia para elevar la eficiencia global de la inversión (MER). Las marcas deben experimentar a microescala en varios canales simultáneos hasta hallar su combinación óptima.
seeing Brands go from you know five million to 50 million or 15 million to 180 million in Revenue we've watched process and the common theme is lots of experimentation with different channels experimenting on a micro scale with a lot of different things and then looking for a signal to see okay what's working what isn't and and sometimes it's all of those things together YouTube influencer and now your YouTube paid is lifted by YouTube influencer and vice versa now the two together are you're looking for that media mix right long-term sustainable Brands they develop a mix and a Playbook that…
Escúchalo en el minuto 20:46
Medir el impacto de anuncios en video y branding mediante captación de emails
Medición y experimentosAl invertir en branding y anuncios de video en plataformas como YouTube, Meta o TikTok, la compra inmediata suele ser baja; por ello, se debe medir el impacto y la elevación de marca observando señales intermedias como el aumento en la tasa de registros de email.
idea would be you know if you're investing in video content in brand um which is always a step and kind of the growth journey of oh business right you're you're doing a lot of direct response uh work and you're you decide to invest in better video creative and you know you're going to push on video based networks whether that's TV or just you know the digital channels um for video and you may not see you know immediate conversion uh you know a lot of times so what you're going to want to do is look for other metrics um that give you signal into um either future revenue or Revenue at the…
Escúchalo en el minuto 2:46
Uso de Marketing Mix Modeling para justificar inversión en canales de video no rastreables
Medición y experimentosEl modelado econométrico (MMM) permite asignar presupuesto con confianza a canales basados en video o de difícil atribución directa que no funcionan por respuesta directa, al demostrar estadísticamente su impacto y correlación en los ingresos totales multicanal.
recently is they've invested more kind the show they've invested more in video channels that are harder to track right Revenue we've been able to allocate more budget channels where they're more you know video based Less Direct response based because we've seen that it has an impact on total revenue so that would be them the confidence to invest more in channels where it's more you know it's there's more video right things that are much harder
Escúchalo en el minuto 36:20
Revitalizar un canal mediante nuevos mensajes y creativos antes de recortar su presupuesto
Mensaje y copywritingLa reasignación del mix de marketing no siempre requiere mover presupuesto de un canal que no rinde, sino replantear la estrategia creativa dentro del canal: probar nuevos mensajes, nuevos avatares o diferentes ángulos con presupuestos pequeños suele destrabar el rendimiento y generar un impacto positivo en el resto del ecosistema.
um oftentimes reallocation of marketing mix is not necessarily dependent on how things are today it's really revamping the strategy for that particular channel it's like finding a new message or a new Avatar or a new way to approach the same product then all of a sudden that's where you really see the lift and then that just bleeds into everything else
Escúchalo en el minuto 45:47
La necesidad de atribución avanzada depende de la diversificación de canales y la agresividad de escalado, no solo de la facturación
Medición y experimentosAdoptar plataformas de atribución, forecasting y modelado de terceros no está determinado únicamente por el volumen de ingresos del negocio, sino por su estrategia de escalado multicanal. Si una empresa opera pocos canales con alta eficiencia y crecimiento estable, una herramienta compleja añade costos innecesarios; en cambio, se vuelve indispensable cuando se invierte agresivamente en múltiples canales simultáneos…
we feel that it's not all it's not really the size of the business in terms of Revenue but it's there um focus on scaling our investment and scaling so are you going to invest in five ten channels Amazon you know YouTube meta Tick Tock Pinterest um TV like how aggressively are you gonna scale because if you're just going to kind of Move Along slowly we would discourage you from using nor theme or another tool right if your efficiency is really high and you're just kind of you've got your your system dialed in and you're you feel like you're in a good place we would also discourage you from…
Escúchalo en el minuto 12:26
Medición y experimentosEl Marketing Mix Modeling (MMM) es ideal para marcas con una combinación diversificada de canales que están escalando agresivamente, especialmente cuando parte de sus ingresos proviene de fuentes offline o externas a la web propia (como Amazon, Target o Walmart), donde el rastreo digital directo no es posible.
um generally used by Brands investing in TV or Billboards or are things that are really hard to measure um I would say mini mix modeling is good for brands that are um Diversified in their Channel mix and are scaling aggressively particularly if the revenue sources are offline so you um whether it's Amazon and in its own sphere or let's say Target or Walmart you know in areas that are off of the website
Escúchalo en el minuto 30:29
Criterio de adopción de software avanzado de atribución
Medición y experimentosNo se debe contratar software avanzado de atribución de marketing hasta haber desarrollado una comprensión básica interna de las métricas y estar en una fase de escalado agresivo, momento en el cual el riesgo financiero de tomar decisiones no científicas justifica la inversión.
I would discourage folks from paying for North beam or any other software tool really learning on your own like starting to have a baseline understanding of what's going on provider it's when you're really aggressively scaling and or you're you're just really confused about your efficiency but I know plenty of brands that are growing and they don't need to you need software tools when you're aggressively scaling and right um making some big decisions where the risk of not being scientific like very scientific is high right which is try to figure it out on your own first try and figure it out…
Escúchalo en el minuto 7:54
Cuándo ampliar la ventana de atribución más allá de los 7 días estándar
Medición y experimentosPara productos de bajo ticket y compra rápida, la ventana de atribución estándar de 7 días en plataformas como Meta es suficiente. Sin embargo, cuando el ticket promedio (AOV) es alto, el ciclo de consideración es largo o existe recompra recurrente, es necesario medir a 30, 60 o 90 días con herramientas de atribución externa para no subestimar el retorno real de las campañas.
our sphere would be a longer attribution window right so you know meta's attribution window is seven day you know you've got a seven day window if you're spending that much money and you want to see your return after 30 or 60 days your if you have a high aov right so if you're selling something that's 8 10 bucks 12 bucks you know maybe you're capturing a lot of that value within that seven days of the spend right but if the aov is higher and the consideration Cycles longer or there's a lot of repeat purchasing then uh you if you're if you're getting a you know if you're a ten dollar twenty…
Escúchalo en el minuto 15:15
Validación empírica de modelos MMM mediante su capacidad predictiva futura
Medición y experimentosUn modelo de Marketing Mix Modeling no debe aceptarse como una caja negra de fe ciega; su validez real se comprueba evaluando si sus recomendaciones de cambio de mix publicitario predicen con precisión (con intervalos de confianza de al menos el 90%) los ingresos futuros alcanzados.
whoever you're using in this regard you want to feel that their model fits reality you know is a fitting model right so what that means is it the model does a good job of forecasting and predicting what revenue is going to be you're looking to see how well the model fits reality right then the model is not accurate so you want to be above 90 confidence interval at least is the idea right is how well their bottle predicts the hit it right so we discourage folks from thinking about mmm as like just a black box again just trust us you want to see whether it actually does a good job of helping…
Escúchalo en el minuto 37:55
Ejecutar reasignaciones de presupuesto de forma incremental para proteger la rentabilidad
Medición y experimentosAl ajustar la distribución de presupuesto publicitario entre canales, se deben aplicar cambios conservadores e iterativos basados en el ROAS incremental de cada canal, evitando reestructuraciones totales inmediatas que pongan en riesgo la rentabilidad y estabilidad del negocio.
lightly so we generally start with a conservative reallocation right we're not gonna we clear we just want to go one step at a time so we're looking for incremental improvements right suss out the incremental value per Channel so what is the incremental row as for Facebook what's the incremental row as for Tick Tock YouTube so on and so forth we don't want to say let's reallocate everything in the first month that's risky right we want to learn so that we can start taking bigger swings over time
Escúchalo en el minuto 44:01
Exigir atribución directa e inmediata a cada nuevo canal frena el escalamiento
Medición y experimentosLos fundadores suelen topar el techo de crecimiento de sus negocios al negarse a invertir en nuevos canales o en etapas medias del embudo si no ven un retorno directo a corto plazo. Juzgar cada canal de forma aislada impide capturar el valor de la consideración y la marca que alimenta las conversiones globales.
and we we see this all the time Austin it's like one trick pony one channel I can't get any bigger that current agency this any any higher we've basically maxed out this massive Market we see it want to scale but I always find it's the business owner that stands in the way it's like oh well if I don't get the return I'm not going to spend yeah and a brand strategy and I may be a middle Market or a middle of the funnel consideration kind of strategy it doesn't get me the return right now yeah but otherwise they're just going to be
Escúchalo en el minuto 24:04
Medición y experimentosNo conviene pagar por herramientas avanzadas de atribución de terceros hasta no entender el negocio y dominar la optimización individual de cada canal publicitario; la inversión en software de atribución se justifica recién al iniciar un escalado agresivo con fuerte inversión en volumen creativo y video.
yeah I mean I think I discourage people from paying for North or any third-party tool until you've really understood your business and how to perform well on channels on their own I think it's only when you're starting to say look we're really going to start scaling we're going to invest in a lot of video content a lot of new creative and we're going to invest in it heavily then I think at that point it makes sense to to invest in nor be more you each channel the best you can and focusing on getting each Channel humming well is kind of the first step before you start and then and then once…
Escúchalo en el minuto 48:00
Punto de inflexión de atribución: $300K-$1M mensuales en ads para negocios de $30M
Medición y experimentosEmpresas con una facturación de 30 millones de dólares que invierten entre 300.000 y 1.000.000 de dólares mensuales concentrados en Meta y búsqueda de marca experimentan opacidad crítica en la atribución (por ejemplo, desconexión entre captación de leads y ventas finales por email) al intentar escalar a 60 millones.
hours like they're spending anywhere between 300 000 and a million dollars a month and they're it's all on meta really basically maybe a little bit of Google branded search and there there things are getting a little cloudy here because I mean they collect emails like we talked about you know right right at the beginning of the show they want to be able to attribute like where where is that email sale coming from and at about a couple hundred thousand they want to double that you know to they want to it's a 30 million dollar business they want to go from 30 to 60 million dollars like they're…
Escúchalo en el minuto 14:13
Exigencia de caja al pautar con ciclos de conversión de 6 a 9 meses
Medición y experimentosInvertir grandes presupuestos en campañas de consideración o prospección cuando el ciclo de conversión tarda entre 6 y 9 meses exige contar con un colchón financiero o capital de riesgo considerable, ya que la empresa debe adelantar meses de inversión publicitaria antes de que la caja recupere el gasto.
uh and investing more there if you have uh if you have the war chest to invest as well I mean let's not forget like if if you're investing in a million dollars you know a month in YouTube ads but your life cycle is it's a six to nine month cycle that's a lot of advertising that you have to front or get from venture capital or bootstrap on your own in order to make that business really work so current finances present day has a
Escúchalo en el minuto 19:14
Superar la atribución nativa de las plataformas publicitarias al escalar
Medición y experimentosAl alcanzar cierto volumen de gasto y sofisticación, la atribución nativa de cada plataforma publicitaria resulta insuficiente para optimizar el presupuesto, haciendo necesario implementar herramientas de atribución multicanal dedicadas para desbloquear la siguiente fase de escalado.
level of scale but at a certain point you are going to start to need this deeper level of understanding and you know we certainly uh you know recommend uh North beam here uh as a tremendous solution for it especially if you're a client that is a little bit more on the sophisticated side and you know searching for that next level of scale sort of after you've gone through you know maybe just the regular trying to try to determine all your different attribution channels through the individual ad platforms North beam is a tremendous solution for you so thanks
Escúchalo en el minuto 50:13
Incremento de ROAS en cohortes a 18 meses por efecto del ciclo de vida
Medición y experimentosAl analizar el retorno acumulado a 18 meses de un conjunto de anuncios en Meta, el ROAS subió de 2.0x a más de 4.3x (más del doble) gracias a las compras repetidas y el valor extendido de los clientes captados.
18 months later at the their meta row as on one particular ad set and it was like more than 2x what it was I think it went from you know a two to a 4.3 or something like that over an 18-month
Escúchalo en el minuto 18:12
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