how to ‘decode’ programmatic in order to drive conversions - lothar kruise

Lothar KrauseVP Global Advisory Services

The User-Centric Approach to Advertising

Turning Big Data to Smart Data

Programmatic: The User-Centric Channel

Programmatic: The User-Centric Channel

WHOMdo I want to reach?

Programmatic: The User-Centric Channel

WHOMdo I want to reach?

HOW & WHEREdo I reach them?

Programmatic: The User-Centric Channel

WHOMdo I want to reach?

HOW & WHEREdo I reach them?

WHATshould I show them?

Programmatic: The User-Centric Channel

WHOMdo I want to reach?

HOW & WHEREdo I reach them?

WHATshould I show them?

HOWcan I improve?

Whom do I want to reach?

ACTIVE

DORMANT

NEW

Every User is Different

How & where do I reach them?

5 €

2 €

6 €

2.50 €

Audience Precision

Old Display Bulk Buying

Real-Time BiddingOptimal Price Per User

Programmatic Auction Types Across Devices

Open RTBAny buyer can join auctionNo minimum spend

Programmatic DirectClosed auctionOften has price floor (minimum bid)

Across DevicesReach the user everywhereMessage adjusted according to device

ACTIVE

DORMANT

NEW

PRICING MESSAGING CAMPAIGN SETTINGS

Fine-Tune Your Campaign Strategies

What should I show them?

Personalization Through User-Centric Approach

“An in-store offer? Nice!”

“These shoes are perfect for my new dress.”

“I need to book my flight to Berlin today!”

How can I improve?

Choose the Right Measurements

Evaluation

• Performance KPIs • Soft KPIs• Other campaign

objectives

Attribution

• Decide on an independent analytics tool

• Focus on the whole customer journey (not just the last-click)

• Consider cross-device tracking

WHOMdo I want to reach?

HOW & WHEREdo I reach them?

WHATshould I show them?

HOWcan I improve?

Test and Learn: Every User is Different

- Optimize campaigns to your KPIs- Upgrade your attribution model - Test and learn

- Employ a different approach for new vs. existing customers

- Leverage your own data assets for a CRM approach

- Static ads for new users- Overlay and dynamic ads for

website visitors- Adjust your strategy per device

- Adjust messaging and pricing per customer segment

- Apply a multi-device strategy and sync all channels

Test and Learn: Every User is Different

Thank You!Lothar Krause

lothar.krause@sociomantic.com

sociomantic.com /sociomantic @sociomantic