Driving Digital Performance: Data—The Fuel Injection!

Speakers

Fran Green President, ALC 3D Data Solutions

Charlie Swift VP, Strategy & Marketing Operations, Hearst

Frost Prolieau CEO, Simpli.fi

Bryan MacDonald COO, Footprint D3

It’s Not the Amount of Data You Have that’s Important.

It’s How You Use It.

“I am certain that the battle of the next

generation of businesses will be made up of

who has more data and who knows how to

use it better than anyone else.”

Scott Thompson, former CEO of Yahoo

Digital Marketers Need the Same Data that Offline Marketers Use

Digital Audience Data is 2-Dimensional Keeping You in the Dark

• Online Behaviors

• Demographics

The Problem with Digital Audience Data

Online behavior is an inaccurate predictor of who someone is.

I just designed

the perfect Ferrari!

Demographics identify clusters, not individuals.

The Problem with Digital Audience Data

Multi-Dimensional Offline Data Brings Your Digital Audience Into Focus

• Transactions • Online & Offline

Behavior • Attitudes • Sociographics • Psychographics • Demographics

Data Driven Digital Offline Data Boosts Performance!

Question #1

As more and more direct and performance marketers enter the digital space,

measurement and ROI will play an increasingly important role than in brand

or mass marketing efforts.

How does this shift in delivering measurable results impact the evaluation

of the data that is being employed?

Question #2

Scale and sizable, yet viable

audience segments are critical

to digital success.

How can marketers utilize both

online and offline data to achieve

both scale and targeting?

Question #3

Where offline data gives us a view into

past behaviors and attributes, online information provides a glimpse into intent,

or what may happen in the near future. What are some of the strategies

marketers are using to integrate

both types of data to drive performance?

Using Offline Donor Data to Drive New Donations

Bryan MacDonald COO

FootprintD3

Challenge: Winback Lapsed & Marginal Donors

• International Relief Charity seeks to increase year-end donations from lapsed and marginal donors

Solution: Multichannel Campaign – Coordinated Digital Ads

and Direct Mail to Same Audience

Lapsed/Marginal Donor Database

The same audience selected for mail is also matched digitally.

Multichannel Measurement: A/B Testing

Group A

Group B

DM only

Multi Channel

Holistic Results

Group A Total Donations Total Costs Cost per Donation

Group B Total Donations Total Costs Cost per Donation

Vs.

Expectations:

Historical efforts utilizing Direct Mail and Digital Advertising to the same audience have produced the following:

• 15%+ lift in conversions • 2:1 – 5:1 Return on Ad Spend

Increased “Giving Tuesday” donations due to digital presence and targeted creative.

Using Offline Data to Drive Quality Site Traffic & Conversions

Frost Prioleau CEO

Simpli.fi

Challenge: Qualifying Affluent Audiences

• Luxury resort and spa seeking qualified bookings and leads

• Targeting segments with HHI of over $200K with travel, luxury intent

• CPA goal of $100

Solution: Filter Search With Offline Data

Users search on related keywords

User is qualified based

on attributes from offline

data

Qualified user are served client ad

Qualified users visit client site and

convert

Solution: Extend Reach with Retargeting & FBX

Users visits client site but doesn’t

convert

User is served client ad while they continue to search and

browse

User is served client ad while

they use

Facebook

User visits site again and converts

Results: Cost-Effective, Qualified Acquisitions

• Exceeded CPA goal: $32.30 vs. $100 goal • Other metrics: $1.17 CPM, 0.05% CTR, $2.34 CPC

• Delivered qualified site traffic • 6.2% of clicks converted

• Leads delivered were pre-qualified to HHI

• Provided strong branding for property • 6 million income-qualified impressions delivered

• Visibility on Facebook through FBX

Data Driving the Integrated Ad Evolution

Charlie Swift

VP Strategy & Marketing

Operations,

Hearst

Meet Joe

Our Target Consumer

Old World : Channels acted alone targeting Joe

Magazine Brand Media Channels

Magazine

Postal

eMail

Website

Each channel… … Served different

parts of the marketing funnel

… Was accountable to different metrics of success

New Offline Data Capabilities Started Our Evolution

Media Channels

-Magazine

-Postal

- eMail

-Website

DB able to link offline data • With 3rd Party Demo Data • With Client Data

Example programs • Customized Ad Segments • In Book Ad Measurement

Email and Website still acted independently

Evolution Continues…

Media Channels

-Magazine -Postal - eMail

-Website -Hearst Network -Retargeting

Linking and extending • eMail Linked to Postal

• Extended Customer Reach

• Low Cost Acquisition/ Communication

• Build Behavioral View > at Cookie level

> Not just session based

• Extended Digital Reach > Linking Hearst sites

> Retargeting Digital Cookies

Offline

Online

Evolution Continues…

Media Channels

-Magazine -Postal - eMail

-Website -Hearst Network -Retargeting

Dat

a O

nb

oar

din

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Connecting Worlds

• Connected offline and online personas

• Full and more accurate Demo & Behavioral view

• Can now reach the Same Person and “Look-a-Likes” between channels

• Match 360

Offline

Online

New World: Targeting Joe

Hearst’s New World Reach

30

... and on any ad network we can see

Magazine Postal Email Websites Hearst Sister Networks

Closing Remarks Audience Q&A