It seems that marketing gets more personal every day. The ways for marketeers to find and define their target audience become more invasive. From GDN interest categories to smartphone targeting to dynamic remarketing, advertisement is meeting the users based on their online behavior. In 2015 there will be even more exciting new opportunities for gathering (personal) data and targeting individuals. We should prepare ourselves for a future packed with wearable technology, such as the Google Glass, Oculus Rift, smart watches and tactile gloves, while cross-platform and cross-medium user tracking (Universal Analytics) become feasible. Companies become storytellers. Marketeers become peers. In our webinar, we will explore what the possibilities, limitations and benefits of this new personal approach actually are. Which developments are useful, practical and desirable? And which ways of targeting should we refrain from all together?

1. 1
Today’s webinar
Invading your target audience – Search Kings
January 13th 2015

2. 2
 Any questions can be asked via the chat pane in the control panel at the right hand
side of your screen.
 Questions will be answered at the end of the webinar
 You’ll receive the sheets presented within 48 hours after the webinar
Before we begin

3. 3
Today’s presenters
Wesley Sussenbach
SEO consultant
Stijnie Thuijs
SEA consultant

4. January 13th, 2015
Invading your
Target Audience

5. Contents
• Introduction
• The future of personal targeting
• Current day personal targeting
• Should we use it?
– Is it effective?
– Is it legal?
– Should we mind privacy invasion?
• Take Aways
• Conclusion
• Q&A

6. • No-nonsense Search Agency
 Founded in 2009
 12 employees
 Short communication lines
 Transparent
• Our services:
 Search Engine Optimization
 Search Engine Advertising
 Web Analytics
 Content Marketing

7. Invading your target audience
• Marketing gets more personal
– More user information is tracked
– More invasive targeting methods
• What can we track? What are my targeting options?
• Does more personal targeting work?
• Should we do it?

8. Google Gaze Tracking
• Track what users see
• Track how users respond
• Pay per gaze system

9. Oculus rift
• One of the percs of this personal targeting, is getting to know
the interests of your audience – and addressing them
accordingly
• Marketing intergrated in content
• Storytelling

10. Wearables
• Physical information gathered by smart watches and
other wearables
• From heart rate to hydratation values?
Need some water?

11. Current day personal targeting
Which (personal) data do we use now?
Conversie optimalisatie

12. What does Google know about me?
https://www.google.com/history
https://www.google.com/settings/dashboard

13. Universal Analytics
User ID + Cross Device Reports

14. Universal Analytics
User ID
 It lets you associate engagement data from multiple devices and
different sessions with unique IDs.
 Each unique User ID is considered to be a unique user in Google
Analytics, so you get a more accurate user count in your reports.
 When you send Google Analytics an ID and related data over the
course of multiple sessions, you can also put individual user actions
in context and start analyzing ongoing relationships.

15. Universal Analytics
User ID

16. Universal Analytics
Cross Device Reports
 This shows you how many different types of devices users
engage your content with, so you can see the proportion of
your user base that have one or several different kinds of
devices.
 You can group users by the different device types they have,
and then compare the engagement and conversion rates of
each group.

17. Universal Analytics
Cross Device Reports
• For example, you might find that the segment of users that
only use Mobile convert less often than the users that use
both Mobile and Desktop.

18. Universal Analytics
Cross Device Reports
• For example, you might find that the segment of users that
only use Mobile convert less often than the users that use
both Mobile and Desktop.

19. The data I use as an advertiser
• Google Adwords
– Search terms
– Cookies (540 days max)
– Interest categories
– Client web pages visited
– Platform & devices
– Location
• LinkedIn
– Company (Size, Industry)
– Job (title, function, seniority)
– Personal info (gender, age, education, skills, connections)
– LinkedIn interaction (groups, interests, post interactions)
– Location
• Facebook
– Personal info (gender, age, marital status, generation, ethnic affiliation)
– Education & Job
– Friends & Likes & Interests
– E-mail addresses
– Online and offline behavior
(travelers, photographers, browser details, smartphones, online games)
– Location (zip codes)

20. Should we?
Is it effective?
Is it legal?
Should we mind privacy invasion?
Conversie optimalisatie

21. Is it effective?
Personal targeting
Conversie optimalisatie

22. Targeting
• Targeting
– Assumptions and pre-definitions
• Retargeting
– Known visitors, customers and even doubters
• The closer you can get to your target audience, the better it will
work?
– It depends on the product/service, buying cycle and buying phase/stage
– Mutual benefit: Serve user better ads, get better results
– Eliminating waste
– Of course you will still need broad marketing for orienting users and
people who opt out

23. Insights
• Dynamic remarketing for ecommerce is profitable
• Smartphone targeting is best practice when promoting apps, location
based services, etc.
• Google Display Network interest categories are still rather broad
• Long tail targeting in Adwords, LinkedIn and Facebook targeting result in
higher CTR’s – when your content matches

24. Is it legal?
Personal targeting
Conversie optimalisatie

25. Is it legal?
Yes, but…

26. The effects
 Lawsuits against Google, Facebook…
 Advertiser get less data, e.g. reduced keyword data
 Even Homeland Security gets involved (USA)
 …

27. The effects
The Dutch Data Protection Authority demands that Google:
1. Will ask for the unambiguous consent of users for the combining of
personal data from the different Google services.
2. Further clarifies the information in its privacy policy in order to provide
clear and consistent information to people on which personal data are
used by the different services of Google.
3. Provides clear information about the fact the YouTube is part of Google.
With regard to this last point, Google seems to have already taken
measures in the Netherlands.
With recent news of data protection fines for Google, and an investigation into
Facebook's privacy policy (in Dutch), is the Netherlands ending 2014 with a
warning to companies to expect more enforcement in 2015.

28. Cookies
• 41% of those surveyed were unaware of any of the different types of
cookies (first party, third party, Flash / Local Storage). Only 50% were aware
of first party cookies.
• Only 13% of respondents indicated that they fully understood how cookies
work, 37% had heard of internet cookies but did not understand how they
work and 2% of people had not heard of internet cookies.
• 37% said they did not know how to manage cookies on their computer.

29. EU Cookie Law
“The intent behind the law is to increase the options
available for consumers to protect their data privacy.
Cookies enable websites to gather data about visitors
and users.
A lot of this data is gathered without any user
awareness, and more and more companies are
learning to exploit the value of that data.”

30. EU Cookie Law
Consequences:
• The Dutch public broadcaster NPO has been handed a fine of
25,000 Euros this week for failing to put in place an adequate
consent mechanism for the use of cookies.

31. EU Cookie Law
Perform a cookie audit!
For example:
• Universal Analytics uses only one first-party cookie and
therefore do not require informed consent
• But the Google Analytics Display Advertiser features use third-
party cookies, and therefore require informed consent.

32. Google’s Law
Tracking Individual Users is against Google
Analytics Privacy Policy…
“The Google Analytics terms of service, which all Google
Analytics customers must adhere to, prohibits sending
personally identifiable information (PII) to Google
Analytics. PII includes any data that can be used by Google
to identify an individual, including (but not limited to)
names, email addresses, or billing information.”

33. Google’s Law
…but sending a unique user ID is permitted!
If for example your website has login data, you can instead
send Google Analytics an identifier which is known only to
you -- such as the primary key on the users table in your
database.

34. Google Analytics alternatives
For better or worse…

35. Google Analytics alternatives – Kissmetrics
“Not capturing confidential information in forms: If you are
tracking form submissions, we’ll try not to record confidential
data, like passwords or credit card numbers.”

36. Google Analytics alternatives - Woopra

37. Should we mind privacy invasion?
Personal targeting
Conversie optimalisatie

38. Are people concerned?

39. However...
“Consumers happier to share information […] with businesses they
trust or have a relationship with.” (Orange Study, 2014)
“A majority of Americans would be comfortable divulging information
about themselves anonymously to their favorite stores (60%), a product
brand (56%), or an app (46%). (PRNewswire.com, 2014)

40. Sharing personal data

41. Use personal data responsibly
• When the information is not personally identifiable, used
responsibly and in benefit of the user, concern decreases
• Especially millennials don’t mind sharing personal info in
exchange for tailored ads, discounts and other benefits

42. To wrap it up...
Conversie optimalisatie

43. Take Aways
 Keep yourself up-to-date on all the new ways to track and
target your audience
 Make sure your websites comply with the Cookie Law, if
your company operates within the EU.
 Don’t send Personally Identifiable Information to Google
 Tracking individual users could become an issue for online
marketers in the near future
 Millennials are more comfortable sharing personal data
 A more personal approach to marketing can work – if you
tailor your message.
 Privacy issues will only increase, handle with care

44. Where is the line?
Have we reached the privacy threshold, now
that the shift from anonymous data to user-
identifying data is taking place?

45. Search Kings BV // Cruquiusweg 109M // 1019 AG // Amsterdam // +31 (0)20 – 2400 250
www.searchkings.nl

46. Sources
• ‘The future of digital trust. A European study on the nature of consumer trust and personal
data’ – Orange, September, 2014. www.orange.com.
• ‘Consumers of All Ages More Concerned About Online Data Privacy’ – Emarketer, May 6,
2014. www.emarketer.com
• ‘Wearables.com and The Center For Generational Kinetics Unveil National Research Revealing
Surprising Consumer Attitudes On Wearable Technology’ – PR Newswire, October 21, 2014.
www.prnewswire.com
• ‘Most consumers ok with anonymously sharing personal data’ – PYMNTS, October 23, 2014.
www.pymnts.com
• ‘Study: Millennials More Comfortable Sharing Personal Data For Targeted Ads & Relevant
Offers’ – Marketingland, April 22, 2013. www.marketingland.com
• ‘70% of mobile users insist on knowing how their personal data is being used’ – On device
research, February 22, 2013. www.ondeviceresearch.com
• ‘84% of young UK adults are willing to share personal data with brands via social logins, says
Gigya report’ – The Drum, October 6, 2014. www.thedrum.com
• ‘CBP issues sanction to Google for infringements privacy policy’- College bescherming
persoonsgegevens (CPA), December 15, 2014. www.cpbweb.nl
• ‘Release the Cookie Monster?’ – Liquid Light, May 5, 2012. www.liquidlight.co.uk
• Simpson, David. Answer to Quora question: ‘Why cant I track individual customers in google
analytics?’ September 16, 2014. http://www.quora.com/Why-cant-I-track-individual-
customers-in-google-analytics
• ‘Universal Analytics usage guidelines’ Google. January 2015.
https://support.google.com/analytics/answer/2795983?hl=en
• ‘Frequently Asked Questions’ – Cookielaw. January 2015. http://www.cookielaw.org/faq/