How to Get the Most Out of Retargeting by Amar Sumal

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  • 1. HOW TO GET THE MOST OUT OF RETARGETING # Amar Sumal Rocket Fuel @rocketfuelinc #SMX 13D October 1, 2013 #
  • 2. Agenda 1 Challenges with Retargeting 2 Not all Customers are the Same 3 Don’t Settle
  • 3. RETARGETING CHALLENGES
  • 4. Right Audience Ineffective Context   = No Impact AUDIENCE RETARGETING IS NOT ENOUGH PROBLEM: CONTEXT ALSO MATTERS & THE AUDIENCE ISN’T HOMOGENEOUS
  • 5. Target users RETARGETING BENEFITS FROM SKEWED LAST TOUCH ATTRIBUTION MODELS Online Media Budget PARTNER 1 PARTNER 2 PARTNER 3 PARTNER 1 PARTNER 2 PARTNER 3 Other Targeting Tactics 80% Budget Retargeting 20% Budget Run Campaign Drive to Website X But Almost 100% of Customers Don’t Convert Right Away Users fall into retargeting pool User converts and all credit attributed to retargeting partner
  • 6. OVERSPENDING IN RETARGETING SABOTAGES LONG TERM REVENUE GOALS Smarter Investment Mixes Generate a Much Greater ROI High High Low Advertising Investment ($) Return Original Mix Smarter Mix Scale Back Retargeting Budgets Increase Other Targeting Tactic Spending Other Targeting Tactics Retargeting $1MM $2MM $3MM $4MM $5MM * Sample Results
  • 7. MULTIPLE RETARGETING PARTNERS STEAL ROI AND AD FREQUENCY SKYROCKETS Partner A $3.01 3 Partner B $3.12 3 Partner C $3.44 4 Partner D $3.51 $3.51 3 13 Bid Paid Freq
  • 8. UNDERSTANDING YOUR AUDIENCE
  • 9. 0% 20% 40% 60% 80% 100% 120% 140% 0% 20% 40% 60% 80% 100% IncrementalImpact Proportion of Population Reached Persuadables Sure Things & Lost Causes Do Not Disturb
  • 10. “Whoo-Hoo! I’m Kicking Butt On My KPIs!” “WTF, Seriously?!?”
  • 11. INTELLIGENT RETARGETING Drive leads through prospect differentiation using act-alike modeling Communication with high LTV prospects through purchase cycle Aggressive communication and messaging with highest value prospects Cautiously engage low value prospects through purchase cycle Users visits client website Pixeled conversions feed into model Value of retargeting pool assessed $ Correlations among features and positive converters modeled Effectively message and deliver quick converters
  • 12. INCREASE VALUE THROUGH PROSPECT DIFFERENTIATION Dynamic scoring and assessment of core retargeting pool RETARGETING POOL Efficiently deliver quick converters Continuously communicate with high LTV prospects to move through purchase cycle Avoid or cautiously engage low value prospects to move through purchase cycle Aggressively message highest value prospects
  • 13. INTELLIGENT RETARGETING Drive leads by finding additional prospects through actalike modeling 01 TRADITIONAL RETARGETING: Limited Scope With An Ineffective Methodology LAUNCH 02 LEARN 03 SCALE find correlations between user features and positive converter signals Siloed approach to targeting restricts campaign’s ability to scale & relies exclusively on lower funnel prospects Ignores prospects outside of retargeting pool that are highly likely to convert No differentiation within retargeting pool, grouping quick converters with casual window shoppers within the same pool Assess value of core retargeting pool, concentrating on the optimal audience Re-message to expanded audience, amplifying converter pool while maintaining performance Users visit client website Pixeled individual conversion actions feed into campaign model $
  • 14. CLONE WHAT WORKS TO SCALE PROSPECTING OPPORTUNITIES Scale campaigns and engage with new prospects by using the best audience and contextual features that drive incremental conversions.
  • 15. TESTING NEW PARTNERS
  • 16. Bakeoff Plan: Option 1 Segmenting the Retargeting Pool Retargeting Pool Implement rotational pixel firing to create non-overlapping retargeting pools (i.e. even numbered user vs. odd numbered user) 1 2 Track, measure and analyze results compared to baseline conversions for each vendor Partner #1 Partner #2
  • 17. Bakeoff Plan: Option 2 Vertically Partition Users Across the Entire Funnel Awareness Consideration Favorability Purchase Intent Leads Sales Find New Customers Find New Customers Vertical User Partitioning Track, measure and analyze results between both partners Partner #1 Partner #2
  • 18. Geo: East Coast States Only Geo: West Coast States Only 1 Each partner targets specific non-overlapping geographies with potentially different campaign objectives 2 Track, measure and analyze results compared to historical results while accounting for seasonality Bakeoff Plan: Option 3 Segment Across Geographies and Objectives Partner #1 Partner #2
  • 19. THANK YOU asumal@rocketfuel.com
  • 20. http://www.slideshare.net/SearchMarketingExpo # see more presentations at: #