[WEBINAR] Big Data Improves Marketing Performance
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[WEBINAR] Big Data Improves Marketing Performance

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In this big-ideas webinar, Trada and display pioneers Criteo will share actionable strategies and vital tools that will capture leads and sales in all stages of the funnel and leave your......

In this big-ideas webinar, Trada and display pioneers Criteo will share actionable strategies and vital tools that will capture leads and sales in all stages of the funnel and leave your competitors scratching their heads.

SEM has written the blueprint: make a marketing channel biddable, scalable, measurable and driven by user intent. Now disciplines like display advertising are following suit, and when combined with search they are able to generate and -- more importantly - utilize data that is bigger and better.

Leverage every search dollar: Modern marketers create the optimal marketing mix
Redefine the "touchpoint": Search and display data inform your purchase funnel
Beat Goliath: Use data-driven retargeting to nurture and drive up LTV
What's next? The future of ad technology is here - and it's making you a more effective marketer

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Transcript

  • 1. Big DataImprovesMarketingPerformanceIT’S HERE. AND IT’S CHANGING THE WAYYOU WORK.
  • 2. Big Data Improves Marketing Performance Meet Your Speakers Jacob Ross Vice President, Operations Criteo @jacobaross
  • 3. Big Data Improves Marketing Performance Meet Your Speakers Matt Hessler Director of Account Management, Trada 13 years of PPC and SEO Land Baron, Menswear Designer @fasterstill
  • 4. Big Data Improves Marketing Performance Meet Your Speakers Anna Sawyer Head of Content, Trada AdWords Qualified, AdCenter Enthusiastic Digital Marketing Educator @annafsawyer
  • 5. Big Data Improves Marketing Performance #TradaBigData Use the hashtag today and win $25.
  • 6. Big Data Improves Marketing Performance Opportunity: What can you do with the data your marketing channels are producing?
  • 7. Big Data Improves Marketing Performance Big data: Marketing has become a race to build the most efficient, fast, targeted platform possible.
  • 8. Big Data Improves Marketing Performance It’s available to you As a mid-size company, you now have all the tools to be a data- driven marketing organization. •Search •Display •Retargeting
  • 9. Big Data Improves Marketing Performance But what do you do with it? How do you bring the data together to make yourself a more efficient and effective marketing organization?
  • 10. Big Data Improves Marketing Performance What is possible? •Real-time relevant content •Data visualization •Predictive analysis
  • 11. Big Data Improves Marketing Performance The turning point The ability to harness the big data generated by your marketing activities means the difference between running a data-informed business and a data-driven business.
  • 12. Big Data Improves Marketing Performance Performance marketing was driven by search.
  • 13. Big Data Improves Marketing Performance Search wrote the blueprint •Works like an auction •Scalable •Measurable •Driven by user intent •Generates tons of data
  • 14. Big Data Improves Marketing Performance Even human The Marketplace solutions leverage huge amounts of data
  • 15. Big Data Improves Marketing Performance Trada’s The Marketplace Optimizer Your Campaign Matching TM We assign the best paid search experts to your campaign based on their historical performance, vertical expertise and many other factors.
  • 16. Big Data Improves Marketing Performance Other channels have followed suit •Traditional display •Performance display
  • 17. Big Data Improves Marketing Performance Performance display helps you get the most punch from your search dollars Retargeting = nurturing
  • 18. Big Data Improves Marketing Performance Site retargeting Search retargeting Site retargeting serves ads Search retargeting serves to users across the web, VS ads to users across the web, after they have left an after they have used a advertisers website specific search term on a search engine
  • 19. Big Data Improves Marketing Performance The more you try, Ads will perform better given a larger set of the better data variables to choose you generate from.
  • 20. Big Data Improves Marketing Performance Redefine the touchpoint: SEARCH AND DISPLAY INFORM YOUR PURCHASE FUNNEL
  • 21. Big Data Improves Marketing Performance We know that we need to do paid search advertising. How can you get the most out of every click? (Have the perfect mix of search and other channels.)
  • 22. Big Data Improves Marketing Performance This graphic presents the full range of interest, intent and engagement data required to cover the full purchase funnel.
  • 23. Big Data Improves Marketing Performance Specialty Retailer: ShoeMall.com Uses search, performance display, email marketing, comparison shopping engines Benefits from a well- defined marketing mix
  • 24. Big Data Improves Marketing Performance The new purchase funnel We can replace touchpoints with actions that are measurable, automated and more efficient.
  • 25. Big Data Improves Marketing Performance Beat Goliath: USE DATA-DRIVEN TARGETING TO NURTURE AND DRIVE UP LTV
  • 26. Big Data Improves Marketing Performance Search advertising is getting more expensive. You need ways to make each PPC click more effective. Do this by driving up LTV and AOV.
  • 27. Big Data Improves Marketing Performance Use data from performance advertising. Learn about customer profiles and behavior, then create programs to increase the value of each purchase or customer.
  • 28. Big Data Improves Marketing Performance What’s next? THE FUTURE OF AD TECHNOLOGY IS HERE - AND IT’S MAKING YOU A MORE EFFECTIVE MARKETER
  • 29. Big Data Improves Marketing Performance The right ad at the right time... every time The perfect confluence of science and art will allow you to predict what will work
  • 30. Big Data Improves Marketing Performance Testing is key Marketers will be empowered and required to test constantly
  • 31. Big Data Improves Marketing Performance Multi-screen, multi- channel, multi- experience marketing Tracking and driving the funnel across devices
  • 32. Big Data Improves Marketing Performance Search and performance display Together, these channels can capture the greatest number of potential buyers/leads
  • 33. Big Data Improves Marketing Performance Trada for Paid Search Want a higher return from your paid search? Lacking the time to effectively manage your campaigns? Ready to advertise on Bing & Yahoo!, but don’t want to learn another platform? A community of certified You have control experts does the work. It’s performance-based. and support. When you join the Trada Trada’s experts are paid when In Trada’s Marketplace, you’re the Marketplace, you have access to they beat your CPA. This means boss. You approve all keywords, a community of certified online that their goals are aligned with targeting and ad copy before it advertising professionals. yours, and they will work hard hits the networks, so your brand to get high-quality clicks and and message are entirely within Paid search experts are matched your control. conversions. to your PPC campaign, But you’re also not alone. You’ll then collectively In addition, Trada only have a dedicated account manager build out and benefits when we help to help you set goals and make manage day- you achieve profitable decisions, and this account to-day tasks: conversions. So we’re manager will keep a close eye on research, motivated to get you your campaigns to ensure Optimizer analysis and results – not spend work is top notch and you are optimization. your budget. getting the best possible results. Our Optimizer community provides the diversity of thinking needed to reach a broad audience as well as the time required to manage campaigns effectively.
  • 34. Big Data Improves Marketing Performance Who works with Trada? Mid-market and larger small companies who have sophisticated needs and a small marketing team.
  • 35. Big Data Improves Marketing Performance Book a demo today. A Trada Marketplace Expert will give you a personalized campaign assessment and see if you’re a fit for Trada.
  • 36. ?Big Data Improves Marketing Performance Check your email tomorrow for a link to the slides, the recording, and this Criteo report, Search and Performance Display: Better Together. @jacobaross @fasterstill @annafsawyer