How to boost your cross-channel advertising effectiveness through advanced targeting
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How to boost your cross-channel advertising effectiveness through advanced targeting

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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 ...

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.

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    How to boost your cross-channel advertising effectiveness through advanced targeting How to boost your cross-channel advertising effectiveness through advanced targeting Presentation 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  Email  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  cbartens@datalicious.com    Learn  more  blog.datalicious.com    Follow  us  twi:er.com/datalicious    
    • Smart  data  driven  marke/ng  May  2013   ©  Datalicious  Pty  Ltd   34