Bt Nyc Final

Who’s In Your Crowd? Mom and Blogger Wine Collector Investment Banker Subscribes to Travel & Leisure Triathlete

Targeting Roadmap

Discover Segments & Affinities

Hypothesize Relevance

Create & Develop

Test & Validate

Monitor

Thick Slices = High Impact

Thick Slices = High Impact Provide Large Data Sets for Confidence Small Lifts Make a Big Impact

Behavior

new

return

click path

usage

context

Temporal

time

day

season

recency

frequency

Environment

ip

language

os

resolution

browser

Source

natural search

ppc

email

direct

display

affiliate

Case Studies in Targeting

Source Targeting > Google Spanish Language Google uses URL parameter “hl” to represent a visitors host language. “ hl=es” represents Spanish Language Google

Source Targeting > Google Spanish Language Control Targeted Content

Results > Targeting Google Spanish Language 163% Lift in Engagement +163% CTR!

Results > Targeting Google Spanish Language 47% Lift in Conversion Rate +47% CR!

Results > Targeting Google Spanish Language 7% Lift in Revenue Per Visitor (RPV) +7% RPV!

Targeting Category Affinity

Results > Targeting Affinity Targeted Content Based on Affinity

Targeted Category Drives Engagement Guitars +17% CTR Bass +74% CTR Keyboards +26% CTR Drums +52% CTR DJ +32% CTR Recording +30% CTR Live +82% CTR Band +18% CTR

And Increases Revenue Per Visitor Guitars +17% CTR Bass +74% CTR Keyboards +26% CTR Drums +52% CTR DJ +32% CTR Recording +30% CTR Live +82% CTR Band +18% CTR Aggregate RPV Increase of 15%!

Targeting Intent with Reinforcement genre search result

search result genre Targeting Intent with Reinforcement

Results >Targeting Intent with Reinforcement Recipe Visitors CR Lift RPV Lift Search Result - Control 37,987 1.27 -- -- Search Result - Targeted 43,973 1.99 48.35% 71.38% Genre - Control 221,227 1.34 -- -- Genre - Targeted 220,736 1.37 1.93% 2.99%