DIY: Audience Modeling And Display By Benny Blum

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SMX Advanced 2014 Session #SMX #22B - Rethinking Retargeting: Top Strategies For Driving Conversions From Key Audiencespresentation Diy: Audience Modeling & Display By Benny Blum @BennyBlum Of …

SMX Advanced 2014 Session #SMX #22B - Rethinking Retargeting: Top Strategies For Driving Conversions From Key Audiencespresentation Diy: Audience Modeling & Display By Benny Blum @BennyBlum Of Sellpoints

For more articles from Benny Blum, check out http://searchengineland.com

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  • 1. @bennyblum #SMX DIY: Audience Modeling & Display
  • 2. @bennyblum #SMX DIY vs 3rd Party There are a slew of solid 3rd Party providers for Display and Remarketing solutions. At a certain point you need to consider DIY Do you have the support to DIY? • Internal skills • Infrastructure • Patience
  • 3. @bennyblum #SMX Two Attributes To Model Intent Value
  • 4. @bennyblum #SMX A Case in Audience Modeling
  • 5. @bennyblum #SMX Case Study: Lead Generation We Do a Bunch of Stuff – Creative Services – Performance Marketing • SEO • PPC • Analytics • Conversion Rate Optimization – dSaaS: Data Science as a Service – Learning Platform
  • 6. @bennyblum #SMX dSaaS: eating our own dog food 0% 50% 100% 150% 200% 250% Term Value COGs Lead Conv Rate Lead Value Rela ve Channel Value Crea ve SEO PPC Analy cs CRO dSaaS
  • 7. @bennyblum #SMX Building Your Audiences Identifying Precursor Events To establish drop off rates and predicted CVR
  • 8. @bennyblum #SMX Actionable Analysis Building Audiences in GA and AdWords
  • 9. @bennyblum #SMX Getting Predictive Remarketing is logical. Prospecting is where it gets fuzzy. We can use the remarketing tool set to prospect.
  • 10. @bennyblum #SMX Building Your Own Model If you have robust first party tracking… Geo, Browser, Device, OS, Historical Behaviors, Referral Source, CLV, etc.
  • 11. @bennyblum #SMX Using Your Data The Flaw in GA and AdWords is aggregated data First party tracking enables custom segmentation across multiple sessions, devices, etc.
  • 12. @bennyblum #SMX Thank You! benny@sellpoints.com @bennyblum