Big Data in the Upper-Funnel:How Custom Audience TargetingImproves New Customer Lifetime ValueJeremy LonginottiChief Reven...
Confidential & ProprietaryConvertingClose ExistingDemandSearch, Behavioral &RetargetingIN-MARKETUse The Right Data for You...
Confidential & Proprietary3What Does “High Quality” Mean?Propensity for actual business outcomesFunded refi mortgage loans...
Confidential & ProprietaryLookalike of existing high-value customersUses predictive analytics and 40 sources of offline pr...
Confidential & ProprietaryCase 1: Precise Branding Campaign Reduces WasteClient Overview:‣ Top 10 financial services clien...
Confidential & ProprietaryPremiumPublishersDFPCase 1: Reach the Right Audience Across Many ChannelsTop PortalsVideoRTB Exc...
Confidential & ProprietaryCase 1: Reach the Right Audience with Minimal Waste7BRANDINGPROSPECTINGCONVERTINGTargeting For S...
Confidential & ProprietaryCase 2: Accurate Prospecting Improves Customer QualityBRANDINGPROSPECTINGCONVERTINGClient Overvi...
Confidential & ProprietaryCase 2: Prospecting Accelerates Conversion Strategies% of view-through conversions bylast-click ...
Confidential & ProprietaryCase 2: Proper Attribution Measurement is Critical1001530456075900 1 2 3 4 5 6 7 8 9 10 11 12 13...
Confidential & ProprietaryThank You!Discover Your Ideal Audiencewww.tru-signal.comjlonginotti@tru-signal.comtwitter: @jkin...
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TruSignal Tech talk at DBS: Big Data in the Upper Funnel: How Custom Audience Targeting Improves New Customer Lifetime Value

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Today’s digital advertising ecosystem offers excellent targeting solutions to convert the low-hanging fruit of in-market consumers. Unfortunately, it's challenging to scale and consumer quality is very hard to control. How can you grow your business with profitable or high lifetime value new customers? Attend this tech talk to see how you can focus digital marketing on only your most desirable prospects. We'll cover two case studies about successful prospecting and branding campaigns in the education and financial services sectors.
Presenter: Jeremy Longinotti, CRO, TruSignal @jkingl

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TruSignal Tech talk at DBS: Big Data in the Upper Funnel: How Custom Audience Targeting Improves New Customer Lifetime Value

  1. 1. Big Data in the Upper-Funnel:How Custom Audience TargetingImproves New Customer Lifetime ValueJeremy LonginottiChief Revenue Officer@jkingl
  2. 2. Confidential & ProprietaryConvertingClose ExistingDemandSearch, Behavioral &RetargetingIN-MARKETUse The Right Data for Your Campaign ObjectiveContextual & Demo TargetingEmail CampaignsPROFILE +CONTEXTUALSponsorshipsPROFILEProspectingStimulate New DemandBrandingBuild Future DemandTruSignal Finds High-Quality New CustomersWHODATAWHATDATA2
  3. 3. Confidential & Proprietary3What Does “High Quality” Mean?Propensity for actual business outcomesFunded refi mortgage loans, with higher loan valuesBound insurance policiesEnrolled students in a degree programAuto purchasesHome warranty purchasesSolar panel installsSubscriptions to a premium software serviceBottom-funnel action metricsClicksForm fillsLeads
  4. 4. Confidential & ProprietaryLookalike of existing high-value customersUses predictive analytics and 40 sources of offline profile dataLarge scale in any digital channel—display, video, social, mobileWhat is a TruAudience Custom Segment?4Best FitPoor Fit90First PartyData SampleProvide example ofyour target customerThird PartyDataTruSignal finds the signalswithin 1,000s of attributesYour TruAudienceFormulaFinal formula combinesthe RIGHT attributesFinancialDatabasesPropertyRecordsHouseholdDatabasesHobbies andInterestsCensusDataDemographicDatabasesPastPurchases
  5. 5. Confidential & ProprietaryCase 1: Precise Branding Campaign Reduces WasteClient Overview:‣ Top 10 financial services client‣ Needed to connect with high-value prospects at scale‣ Tried using demos but couldn’t scale‣ Buying sponsorships using average site compositionsTruSignal Solution:‣ Built a custom audience based on existing high-value customers fromthe clients’ CRM systemCustom TruAudienceFormula combines103 data points from10 data types into asingle audience3.6%2.8%2.1%1.7%1.3%Contribution by Data CategoryFinancial InformationGeographyHobbies/InterestsProperty RecordsDemographicsCensusHousehold CompositionPublic RecordsAsset OwnershipBusiness Information28.6%18.5%17.1%13.4%10.9%5BRANDINGPROSPECTINGCONVERTING
  6. 6. Confidential & ProprietaryPremiumPublishersDFPCase 1: Reach the Right Audience Across Many ChannelsTop PortalsVideoRTB ExchangesDSPAUDIENCE POOL6
  7. 7. Confidential & ProprietaryCase 1: Reach the Right Audience with Minimal Waste7BRANDINGPROSPECTINGCONVERTINGTargeting For Scale0514 MillionUniquesAdPlatforms01 CustomAudienceBottom Line:‣ Client’s own custom audience accesses media withprecision and scale‣ 5 different media platforms allows different types ofcreatives and context‣ 14,000,000 uniques reached‣ 80% reduction in wasted impressions allows client tofocus on effectiveness, not reach
  8. 8. Confidential & ProprietaryCase 2: Accurate Prospecting Improves Customer QualityBRANDINGPROSPECTINGCONVERTINGClient Overview:‣ Higher education client with good direct response discipline‣ Maxed out conversion campaigns. What’s next?‣ Needs to grow with new, high-quality enrollees—fastTruSignal Solution:‣ Custom-built audience of enrolled student “lookalikes”‣ 8.3 million audience sizeResults:‣ RTB exchange campaign targeted prospective students‣ Implemented view-through campaign attribution to measuresubsequent lower-funnel activity‣ Improved quality of new leads‣ Delivered incremental leads to existing campaignsTargeting For Accuracy32% Higherenrollment rateIncrementalleads74%8
  9. 9. Confidential & ProprietaryCase 2: Prospecting Accelerates Conversion Strategies% of view-through conversions bylast-click channel sourceInfluence of Prospecting CampaignPaid SearchOrganic SearchRetargetingFacebookTruSignal10%9%15%20%47%9High Quality—Leads showed a 32% higher enrollment rate90% of leads were driven through existing lower-funnel channelsClient saw increased search and site traffic volume
  10. 10. Confidential & ProprietaryCase 2: Proper Attribution Measurement is Critical1001530456075900 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18Baseline LeadsIncremental LeadsDays Since Last ImpressionNumberofLeadsView-through time lag separates “baseline” from incremental leads74% of leads are incremental to existing lower-funnel activity
  11. 11. Confidential & ProprietaryThank You!Discover Your Ideal Audiencewww.tru-signal.comjlonginotti@tru-signal.comtwitter: @jkingl twitter: @trusignalJeremy Longinotti650.866.5655

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