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Beyond the ‘State of the
Industry’ report –
the importance of an efficient data ecosystem
Shane Murphy – Marketing Director
EMEA
Twitter: @shanemurfy
A survey of 250
European marketers
investigating the
current views on
retargeting and
online advertising
Supplemented with
campaign data from
4,000 European
advertisers
“
” Supplemented with campaign data from 4,000 European advertisers
What is the “State of the Industry”
report?
A positive
picture…
64% of marketers plan to increase their
investment in Retargeting in 2015
“
”
…but are there
risks?
Key Learning 1:
Attribution… not where it needs to
be
…Attribution is critical but most aren’t
thinking in an attributed way
…Data Challenges are cited as the
number one barrier to attribution
modeling Data issue
Data issue
Data issue
Data issue
Data issue
Key Learning 2:
Mobile… under invested
Only half of retargeters are investing in
mobile
Why don’t you retarget on mobile?
The challenges in tracking on mobile has led
to an under investment in the ecosystem
Key Learning 3:
Social delivers performance and
advertisers are noticing
Social retargeting has come of age
… however in a splintering social
landscape there is a risk of closing data
ecosystem
Case Study:
Larsson & Jennings:
Watch this Space!
AdRoll works with brands
AdRoll works with agencies
● Increase traffic ● 10x ROI ● 20% YoY revenue increaseOBJECTIVES:
What we did
● Brand only campaign 11x ROI
● Abandoned basket campaign 14x ROI
● Collection specific campaigns 9.8x ROI
● Country specific targeting 15.9x ROI
○ America - 17x
○ Australia - 15x
○ Sweden - 17x
○ France - 23x
○ Germany - 13x
○ Italy - 18x
Overall Results
● ROI: 20x on average ● Reduced CPA by 15%● Revenue: 83% YoY Increase for Q4 2014
Thank You!

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