advanced retargetting by leo dalakos
TRANSCRIPT
#SMX #12B Performics @Performics
Leo Dalakos, VP Digital Strategy
ADVANCED RETARGETING
SMX Advanced June 2015
#SMX #12B Performics @Performics
Agenda
Retarge'ng Problems • Inconsistent Experiences • Measurement Disarray
1
Leo Dalakos VP, Digital Strategy
Eleva'ng Retarge'ng 2
A Global Performance Marketing Agency
#SMX #12B Performics @Performics
The Consumer Journey Loop
NON-BUYERS BUYERS acquisition of retention of
unaware
Intro yourself
aware
Build on ini'al awareness
consider
Con'nue the conversa'on with most appropriate
conversion path
buy
Make it easy for prospects to buy
enjoy
Ensure customers are taking advantage of
their benefits
#SMX #12B Performics @Performics
Retargeting through the Consumer Journey: An Ideal Customer Experience
SEARCH TECH + TRACK THROUGH ADSERVER
DYNAMIC AD CREATION
DEMAND SIDE PLATFORM
DEMAND SIDE PLATFORM
DEMAND SIDE PLATFORM
ADSERVER ADSERVER DMP
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2
3
4
5
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7
8
USER BUYS COFFEE MACHINE IN STORE
USER SEARCHES VANILLA COFFEE POD
ASSEMBLE VANILLA COFFEE POD CREATIVE
RETARGET WITH VANILLA COFFEE POD CREATIVE
CONTEXT TARGETING USING (COFFEE WORDS)
USER WATCHES YOUTUBE VIDEO
TARGET WITH VANILLA COFFEE POD CREATIVE
USER CLICKS, LANDS BUYS AND SIGNS UP TO LOYALTY SCHEME
CRM
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Never run retarge'ng across several vendors unless:
• You know that the inventory is different
• You’re running a data management plaJorm to check for oversatura'on issues
• You split the retarge'ng cookie/device pool into separate audiences with a control
Mul'ple Ad Networks
Best Practices: Experience Optimization
• Funnel approach to audience segmenta'on
• Funnel approach crossed tab with content based personae
Audience Segmenta'on • Recency • Velocity • Audience segmenta'on
• Site exclusions
Op'miza'on
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Increasing Complexity = Ineffective Analytics
CMOs say analy'cs are less effec've now than they were in 2012
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Best Practices: Measurement & Attribution
• One unique ID across all plaJorms
• Mobile, display, video, content & site-‐side
• Na'onal, regional & local measurement
Measurement • De-‐duped conversions from other channels
• Cross-‐brand store insights • Cost reduc'on analysis
AYribu'on
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Our Goals
Remarket off of many complex behaviors, without complex tagging 1
2 Churn has been high: reach former customers
3 You have a compelling offer for loyal customers: get them to visit your site
4 Track your customers across mobile & desktop
5 Track your customers across digital & physical
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Levels of Retargeting
Basic
• Site & App Visitor • Conversion Funnel • Audience segments based on site behaviors
• Email Campaigns • Audience segments based on what email was seen
Intermediate
• Impression • Click
• Channel (using analy'cs parameters & UTM)
• Search • Display
Advanced
• CRM
• Audience segmenta'on based all offline data
• 3rd Party Data Segmenta'on of 1st Party Data
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Data Onboarding
Prepare data to be uploaded into LiveRamp
Use an onboarding partner; connec'ng the offline data to anonymous cookies
CRM Database
Email Lists (3rd Party Data)
Create cookie pools to target the same audience online
DMP
Exis'ng audience profile in other channels
Use the traits in the profile to find the audience online
Create cookie pools to for the audience segment
Target audience segments exis'ng in the CRM/3rd party database 1 Authen'cate yourself 2
Online/Offline Matching Partner
ü High income
ü In market for home furnishing
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Audiences
Data Management PlaJorm (Universal ID)
Customer Database
Email Lists Off-‐Site
Conversions Prospects Lists Internal Buying
Signals
Owned Media
Website
Paid Media
Display Social Mobile Video Search
Personally Iden'fiable Informa'on
Visitor ID
Cookie ID Device ID Insights
3rd Par'es
Acxiom Excelate Others BlueKai
Path Analysis AYribu'on
Personaliza'on
Role of DMP in Data Flow
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Guidelines for Segmentation
Align segments across channels with shared objec'ves 1
2 Segment by product intent & shopping stage
3 Build volume with look-‐alikes
4 Consider audience size when priori'zing segments
Use data in the search funnel to create audience segments
Prospect
Visited Site
Buy
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THANK YOU!
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