Lisa Archambault
Display & Social Marketing
Zappos.com
Retailer’s
Approach to
Programmatic
Also here today …
Tami Flagg, S...
A few things we’ve
done, learned, changed – still
getting our sea legs
Building a programmatic
practice – why’d we do it?
...
Zappos - and our 4 Cs
Community …
4Zappos.com, Inc.
Downtown …
Happiness!
5Zappos.com, Inc.
Starting our programmatic
practice Launched
narrow, scaling
out, moving up
First party data is key –
and...
Know your customer –
use data, use insights
Tech solution –
anchor platform
7Zappos.com, Inc. 7Zappos.com, Inc.
A few things important to us, and important
to our program …
Brand Safety
Storytelling...
8Zappos.com, Inc.
Internal infrastructure to support the
program
CMO / CIO – diff?
Resources to automate,
but not auto-pil...
9Zappos.com, Inc. 9Zappos.com, Inc.
Not just
programmatic, and not
just display
Balance with direct-to-pub
Social – Video ...
for sharing your
20 minutes with us …
Share your business card
with us today, and we’ll
give you a 20% discount
coupon ton...
Time for
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Zappos at DES: Retailer's Approach to Programmatic

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Zappos has emerged as a standout success in the world of programmatic buying. The online retailer of apparel, footwear and more established a performance goal that they arrived at through a year of experience with all of the partners in their plan. By using programmatic buying backed by algorithms that continually learn and adapt, the results so far have beat their goal by 30 percent and counting. Hear about Zappos' unique success with programmatic and how other retailers can structure their strategies.

Speaker: Lisa Archambault, manager of display & social marketing, Zappos

Published in: Business, Technology
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Zappos at DES: Retailer's Approach to Programmatic

  1. 1. Lisa Archambault Display & Social Marketing Zappos.com Retailer’s Approach to Programmatic Also here today … Tami Flagg, Senior Media Buyer Zappos.com
  2. 2. A few things we’ve done, learned, changed – still getting our sea legs Building a programmatic practice – why’d we do it? Q&A Where we started
  3. 3. Zappos - and our 4 Cs
  4. 4. Community … 4Zappos.com, Inc. Downtown … Happiness!
  5. 5. 5Zappos.com, Inc. Starting our programmatic practice Launched narrow, scaling out, moving up First party data is key – and we used it
  6. 6. Know your customer – use data, use insights Tech solution – anchor platform
  7. 7. 7Zappos.com, Inc. 7Zappos.com, Inc. A few things important to us, and important to our program … Brand Safety StorytellingKeep it human-centric, especially in this “always on” space we are in
  8. 8. 8Zappos.com, Inc. Internal infrastructure to support the program CMO / CIO – diff? Resources to automate, but not auto-pilot
  9. 9. 9Zappos.com, Inc. 9Zappos.com, Inc. Not just programmatic, and not just display Balance with direct-to-pub Social – Video – Email
  10. 10. for sharing your 20 minutes with us … Share your business card with us today, and we’ll give you a 20% discount coupon tonight Zappos.com, Inc.
  11. 11. Time for

×