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Digiday Brand Summit TechTalk April 2013
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Digiday Brand Summit TechTalk April 2013

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  • 1. Big Data in the Upper-Funnel:How Custom Audience TargetingImproves New Customer Lifetime ValueJeremy LonginottiChief Revenue Officer@jkinglTuesday, April 30, 13
  • 2. Confidential & ProprietaryUse The Right Data for Your Campaign Objective2Tuesday, April 30, 13
  • 3. Confidential & ProprietaryConvertingClose ExistingDemandSearch, Behavioral &RetargetingIN-MARKETUse The Right Data for Your Campaign ObjectiveTruSignal Finds High-Quality New CustomersWHODATAWHATDATA2Tuesday, April 30, 13
  • 4. Confidential & ProprietaryConvertingClose ExistingDemandSearch, Behavioral &RetargetingIN-MARKETUse The Right Data for Your Campaign ObjectiveContextual & Demo TargetingEmail CampaignsPROFILE +CONTEXTUALSponsorshipsPROFILEProspectingStimulate New DemandBrandingBuild Future DemandTruSignal Finds High-Quality New CustomersWHODATAWHATDATA2Tuesday, April 30, 13
  • 5. Confidential & Proprietary3What Does “High Quality” Mean?Tuesday, April 30, 13
  • 6. Confidential & Proprietary3What Does “High Quality” Mean?Propensity for actual business outcomesFunded refi mortgage loans, with higher loan valuesBound insurance policiesEnrolled students in a degree programAuto purchasesHome warranty purchasesSolar panel installsSubscriptions to a premium software serviceTuesday, April 30, 13
  • 7. Confidential & Proprietary3What Does “High Quality” Mean?Propensity for actual business outcomesFunded refi mortgage loans, with higher loan valuesBound insurance policiesEnrolled students in a degree programAuto purchasesHome warranty purchasesSolar panel installsSubscriptions to a premium software serviceBottom-funnel action metricsClicksForm fillsLeadsTuesday, April 30, 13
  • 8. Confidential & ProprietaryLookalike of existing high-value customersUses predictive analytics and 40 sources of offline profile dataLarge scale in any digital channel—display, video, social, mobileWhat is a TruAudience Custom Segment?4Best FitPoor Fit90First PartyData SampleProvide example ofyour target customerThird PartyDataTruSignal finds the signalswithin 1,000s of attributesYour TruAudienceFormulaFinal formula combinesthe RIGHT attributesFinancialDatabasesPropertyRecordsHouseholdDatabasesHobbies andInterestsCensusDataDemographicDatabasesPastPurchasesTuesday, April 30, 13
  • 9. Confidential & ProprietaryCase 1: Precise Branding Campaign Reduces WasteClient Overview:‣ Top 10 financial services client‣ Needed to connect with high-value prospects at scale‣ Tried using demos but couldn’t scale‣ Buying sponsorships using average site compositionsTruSignal Solution:‣ Built a custom audience based on existing high-value customers fromthe clients’ CRM systemCustom TruAudienceFormula combines103 data points from10 data types into asingle audience3.6%2.8%2.1%1.7%1.3%Contribution by Data CategoryFinancial InformationGeographyHobbies/InterestsProperty RecordsDemographicsCensusHousehold CompositionPublic RecordsAsset OwnershipBusiness Information28.6%18.5%17.1%13.4%10.9%5BRANDINGPROSPECTINGCONVERTINGTuesday, April 30, 13
  • 10. Confidential & ProprietaryPremiumPublishersDFPCase 1: Reach the Right Audience Across Many ChannelsTop PortalsVideoRTB ExchangesDSPAUDIENCE POOL6Tuesday, April 30, 13
  • 11. Confidential & ProprietaryCase 1: Reach the Right Audience with Minimal Waste7BRANDINGPROSPECTINGCONVERTINGTargeting For Scale0514 MillionUniquesAdPlatforms01 CustomAudienceBottom Line:‣ Client’s own custom audience accesses media withprecision and scale‣ 5 different media platforms allows different types ofcreatives and context‣ 14,000,000 uniques reached‣ 80% reduction in wasted impressions allows client tofocus on effectiveness, not reachTuesday, April 30, 13
  • 12. Confidential & ProprietaryCase 2: Accurate Prospecting Improves Customer QualityBRANDINGPROSPECTINGCONVERTINGClient Overview:‣ Higher education client with good direct response discipline‣ Maxed out conversion campaigns. What’s next?‣ Needs to grow with new, high-quality enrollees—fastTruSignal Solution:‣ Custom-built audience of enrolled student “lookalikes”‣ 8.3 million audience sizeResults:‣ RTB exchange campaign targeted prospective students‣ Implemented view-through campaign attribution to measuresubsequent lower-funnel activity‣ Improved quality of new leads‣ Delivered incremental leads to existing campaignsTargeting For Accuracy32% Higherenrollment rateIncrementalleads74%8Tuesday, April 30, 13
  • 13. Confidential & ProprietaryCase 2: Prospecting Accelerates Conversion Strategies% of view-through conversions bylast-click channel sourceInfluence of Prospecting CampaignPaid SearchOrganic SearchRetargetingFacebookTruSignal10%9%15%20%47%9High Quality—Leads showed a 32% higher enrollment rate90% of leads were driven through existing lower-funnel channelsClient saw increased search and site traffic volumeTuesday, April 30, 13
  • 14. Confidential & ProprietaryCase 2: Proper Attribution Measurement is Critical1001530456075900 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18Baseline LeadsIncremental LeadsDays Since Last ImpressionNumberofLeadsView-through time lag separates “baseline” from incremental leads74% of leads are incremental to existing lower-funnel activityTuesday, April 30, 13
  • 15. Confidential & ProprietaryTuesday, April 30, 13
  • 16. Confidential & ProprietaryThank You!Discover Your Ideal Audiencewww.tru-signal.comjlonginotti@tru-signal.comtwitter: @jkingl twitter: @trusignalJeremy Longinotti650.866.5655Tuesday, April 30, 13