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Bt Nyc Final

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Transcript

  • 1. Who’s In Your Crowd? Mom and Blogger Wine Collector Investment Banker Subscribes to Travel & Leisure Triathlete
  • 2. Targeting Roadmap
    • Discover Segments & Affinities
    • Hypothesize Relevance
    • Create & Develop
    • Test & Validate
    • Monitor
  • 3. Thick Slices = High Impact
  • 4. Thick Slices = High Impact Provide Large Data Sets for Confidence Small Lifts Make a Big Impact
  • 5.
    • 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
  • 6. Case Studies in Targeting
  • 7. Source Targeting > Google Spanish Language Google uses URL parameter “hl” to represent a visitors host language. “ hl=es” represents Spanish Language Google
  • 8. Source Targeting > Google Spanish Language Control Targeted Content
  • 9. Results > Targeting Google Spanish Language 163% Lift in Engagement +163% CTR!
  • 10. Results > Targeting Google Spanish Language 47% Lift in Conversion Rate +47% CR!
  • 11. Results > Targeting Google Spanish Language 7% Lift in Revenue Per Visitor (RPV) +7% RPV!
  • 12. Targeting Category Affinity
  • 13. Results > Targeting Affinity Targeted Content Based on Affinity
  • 14. 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
  • 15. 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%!
  • 16. Targeting Intent with Reinforcement genre search result
  • 17. search result genre Targeting Intent with Reinforcement
  • 18. 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%
  • 19.
    • Paco Vinoly - Chief Creative Officer, OTTO Digital
    Targeted Creative
  • 20.
    • optimizeandprophesize.com
    • ottodigital.com/blog
    • thesiteisdead.com
    THANK YOU! Many More Thoughts on Targeting...