LinkedIn has already proven itself to have value for advertisers @richlawre 40% of B2B advertisers say they get quality leads from LinkedIn https://sproutsocial.com/insights/linkedin-statistics/
But is the full value being captured? https://www.linkedin.com/pulse/linkedin-ad-benchmarks-aj-wilcox 0.08% is the average click through rate to a website @richlawre
I’m going to walk you through a process Analysing the impact on sales Analysing the impact on website behaviour @richlawre Extracting LinkedIn ads data
Now onto connecting LinkedIn activity with sales Analysing the impact on sales Analysing the impact on website behaviour @richlawre Extracting LinkedIn ads data
We use machine learning to answer these questions @richlawre LinkedIn & Sales Data Machine Learning Model Learns from the data how to predict a sale Extracts the features it uses to predict Enlightened Person! Ah, it finds video ad impressions to be an important predictor
You can use ChatGPT’s Code Interpreter to guide you through training the model @richlawre I want to determining which LinkedIn [Campaigns/Ads/Ad formats etc] are best associated with sales by training a machine learning model and then using feature importance.
This will give you which features were most important for predicting sales Feature Importance for Sales Prediction Video-based ad impressions Text-based ad impressions Image-based ad impressions @richlawre
You can also look connect ads data with website behaviour - but why? Analysing the impact on sales Analysing the impact on website behaviour @richlawre Extracting LinkedIn ads data
To do this you need to figure out which accounts are active on your website @richlawre YOUR WEBSITE IP ENRICHMENT SERVICE Great Company PLC Great Company
Now you can match up LinkedIn ad impressions and website activity for accounts @richlawre YOUR WEBSITE Match IP ENRICHMENT SERVICE Great Company Great Company Great Company PLC
So you’re now finding out what predicts website conversions rather than sales Do video ad impressions have a greater impact on sales? Do video ad impressions have a greater impact on website visits or conversions? @richlawre
Website behaviour segments can help determine the success of your job title targeting at scale @richlawre Behaviour Segment Potential Job Titles Spends lots of time in your documentation Developers Looks at pricing & high level content Directors YOUR WEBSITE
To get behaviour segments you need to cluster users by the content they visit to find patterns @richlawre DIRECTORS DEVELOPERS OTHERS NO. VISITS TO URL 1 NO. VISITS TO URL 2
ChatGPT‘s Code Interpreter can help like before Visit happened @richlawre I want to determining which LinkedIn [Campaigns/Ads/Ad formats etc] are best associated with website conversions by training a machine learning model and then using feature importance.
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