how to boost your cross-channel advertising effectiveness through advanced targeting
DESCRIPTION
To dramatically increase your ROI and make your cross-channel advertising dollars really count, then you need to look at advanced targeting. At the recent ADMA Data Day event held in Melbourne and Sydney in May 2013, Datalicious Managing Director, Christian Bartens, gave this presentation on the topic.TRANSCRIPT
> Cross-‐Channel Targe/ng < Cross-‐channel targe/ng to boost
return on marke/ng spend
> Using data to widen the funnel
Media A:ribu/on & Modeling
Maximise reach, awareness & increase ROI
Tes/ng & Op/misa/on Remove barriers, drive sales
Boos/ng ROI
Targe/ng & Merchandising Improve engagement, boost loyalty
“Turning data into ac.onable insights to widen the conversion funnel”
May 2013 © Datalicious Pty Ltd 2
> Clients across all industries
May 2013 © Datalicious Pty Ltd 3
> Using data to widen the funnel
Media A:ribu/on & Modeling
Maximise reach, awareness & increase ROI
Tes/ng & Op/misa/on Remove barriers, drive sales
Boos/ng ROI
Targe/ng & Merchandising Improve engagement, boost loyalty
“Turning data into ac.onable insights to widen the conversion funnel”
May 2013 © Datalicious Pty Ltd 4
© Datalicious Pty Ltd 5 May 2013
ACME Corp Example
© Datalicious Pty Ltd 6 May 2013
May 2013 © Datalicious Pty Ltd 7
> ACME cross-‐channel targe/ng
“Op.mising the funnel from the bo;om up”
May 2013 © Datalicious Pty Ltd 8
Brand new
Prospects
Exis/ng / engaged
Prospects
Exis/ng / intent
Prospects
Exis/ng
Customers
> Targe/ng profitable customers
May 2013 © Datalicious Pty Ltd 9
Awareness Engagement Conversion Loyalty
> ACME cross-‐channel targe/ng
“Op.mising the funnel from the bo;om up”
May 2013 © Datalicious Pty Ltd 10
Brand new
Prospects
Exis/ng / engaged
Prospects
Exis/ng / intent
Prospects
Exis/ng
Customers Up/cross-‐sell
Process re-‐ini/a/on
Re-‐targe/ng
Audience extension
© Datalicious Pty Ltd 11 May 2013
ACME Corp Up/cross-‐sell
Customer profile
> Combining data sources
May 2013 © Datalicious Pty Ltd 12
3rd party data
+ The whole is greater
than the sum of its parts
Website behaviour
Customers
Prospects
Customer data exposed in page or URL on login and logout
CustomerID=12345& Demographics=M|25& CustomerSegment=A1& CustomerValue=High& ProductHistory=A6& NextProduct=A7& ChurnRisk=High& [...]
> Registra/on and login pages
May 2013 © Datalicious Pty Ltd 13
hRp://www.acme.com/email-‐landing-‐page.html?
CampaignID=12345& CustomerID=12345& Demographics=M|25& CustomerSegment=A1& CustomerValue=High& ProductHistory=A6& NextProduct=A7& ChurnRisk=High& [...]
> Email click-‐through iden/fica/on
May 2013 © Datalicious Pty Ltd 14
acme.com/chris/anbartens redirects to amp.com.au?
CampaignID=12345& CustomerID=12345& Demographics=M|25& CustomerSegment=A1& CustomerValue=High& ProductHistory=A6& NextProduct=A7& ChurnRisk=High& [...]
> Personalised URLs for direct mail
May 2013 © Datalicious Pty Ltd 15
Catch on acme.com
404 error page
May 2013 © Datalicious Pty Ltd 16
hRp://www.samsung.com/? CampaignID=FB:12345& Loca/on=Sydney& Demographics=M|25& Interests=Traveling
May 2013 © Datalicious Pty Ltd 17
1,875% ROI
© Datalicious Pty Ltd 18 May 2013
ACME Corp Process re-‐ini/a/on
© Datalicious Pty Ltd 19 May 2013
May 2013 © Datalicious Pty Ltd 20
1,333% ROI
© Datalicious Pty Ltd 21 May 2013
ACME Corp Re-‐targe/ng
© Datalicious Pty Ltd 22 May 2013
PREMIUM OFFER
1300 PRIORITY
PREMIUM EXPERIENCE
May 2013 © Datalicious Pty Ltd 23
PREMIUM EXPERIENCE
Phase
Segmenta/on based on: Search terms, ad response, web behaviour, CRM profile, etc Data
Default Product A Product B
Awareness Message D1 Message A1 Message B1 Default
Considera/on Message D2 Message A2 Message B2 Product view
Purchase Message D3 Message A3 Message B3 Where to buy
Customer
N/A
Message B4 Message A4 Transac/ons
Advocate Message B5 Message A5 NPS, review
Influencer Message B7 Message A7 Kred, Klout
> Segmenta/on & targe/ng matrix
May 2013 © Datalicious Pty Ltd 24
Offer
Issue
Offer
> Design and test experiences
May 2013 © Datalicious Pty Ltd 25
Live chat Phone call
Phone call Le:er Email
Issue
All customers Segment A, B, C
Segment D, E Influencers
Lovers
Display
Postcard
Display
FAQs
May 2013 © Datalicious Pty Ltd 26
800% ROI
© Datalicious Pty Ltd 27 May 2013
ACME Corp Audience extension
> Audience extension (DSPs)
May 2013 © Datalicious Pty Ltd 28
> Audience extension (Geo)
May 2013
RDA Research geoTribes
Roy Morgan Asteroid
Offline media behaviour
Online media behaviour
Experian Hitwise
Experian Mosaic
Veda DataExpress
Online media planning
Offline media planning
Customer address
Geo-‐demographic segmenta/on
Prospect, customer segm.
Customer value poten/al
Customer targe/ng
Roy Morgan Value Segments
Customer transac/ons
Customer segmenta/on
© Datalicious Pty Ltd 29
Current customer value
Geo-‐demographics segments
> Targe/ng profitable customers
May 2013 © Datalicious Pty Ltd 30
Awareness Engagement Conversion Loyalty
May 2013 © Datalicious Pty Ltd 31
480% ROI
> ACME cross-‐channel targe/ng
“Op.mising the funnel from the bo;om up”
May 2013 © Datalicious Pty Ltd 32
Brand new
Prospects
Exis/ng / engaged
Prospects
Exis/ng / intent
Prospects
Exis/ng
Customers Up/cross-‐sell
Process re-‐ini/a/on
Re-‐targe/ng
Audience extension
1,875% ROI
1,333% ROI
800% ROI
480% ROI
May 2013 © Datalicious Pty Ltd 33
Contact me [email protected]
Learn more
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Follow us twi:er.com/datalicious
Smart data driven marke/ng
May 2013 © Datalicious Pty Ltd 34