Driving Digital Performance:
Data—The Fuel Injection!
Speakers
Fran GreenPresident, ALC 3D Data Solutions
Charlie Swift
VP, Strategy & Marketing Operations, Hearst
Frost Prolie...
It’s Not the Amount of Data
You Have that’s Important.
It’s How You Use It.
“I am certain that the battle of the next
gene...
Digital Marketers Need the Same
Data that Offline Marketers Use
Digital Audience Data is 2-Dimensional
Keeping You in the Dark
• Online Behaviors
• Demographics
The Problem with Digital Audience Data
Online behavior is an inaccurate
predictor of who someone is.
I just
designed
the p...
The Problem with Digital Audience Data
Demographics identify clusters, not individuals.
Multi-Dimensional Offline Data
Brings Your Digital Audience Into Focus
•
•
•
•
•
•

Transactions
Online & Offline
Behavior...
Data Driven Digital
Offline Data Boosts Performance!
Question #1
Direct and performance marketers look at
response and ROI differently than brand
or mass marketing efforts.
Ho...
Question #2
Scale and sizable, yet viable
audience segments are critical
to digital success.
How can marketers utilize
onl...
Question #3
Where offline data gives us a view into
past behaviors and attributes, online
information provides a glimpse i...
Using Offline Donor Data to Drive
New Donations
Bryan MacDonald
COO
FootprintD3
Challenge:
Winback Lapsed & Marginal Donors
• International Relief
Charity seeks to
increase year-end
donations from
lapse...
Solution:
Multichannel Campaign – Coordinated Digital Ads
and Direct Mail to Same Audience

Lapsed/Marginal
Donor Database...
Multichannel Measurement:
A/B Testing
Holistic Results

Group A
Total Donations
Total Costs
Cost per Donation
ROAS

Group ...
Expectations:
Historical efforts utilizing Direct Mail and
Digital Advertising to the same audience have
produced the foll...
Using Offline Data to Drive
Quality Site Traffic & Conversions
Frost Prioleau
CEO
Simpli.fi
Challenge:
Qualifying Affluent Audiences
• Luxury resort and spa
seeking qualified bookings
and leads
• Targeting segments...
Solution:
Filter Search With Offline Data

Users search on
related keywords

User is
qualified based
on attributes
from of...
Solution:
Extend Reach with Retargeting & FBX

Users visits client
site but doesn’t
convert

User is served
client ad whil...
Results:
Cost-Effective, Qualified Acquisitions
• Exceeded CPA goal: $32.30 vs. $100 goal
•

Other metrics: $1.17 CPM, 0.0...
Data Driving the
Integrated Ad Evolution
Charlie Swift
VP Strategy &Marketing
Operations,
Hearst
Meet Joe

Our Target Consumer
Old World :
Channels acted alone targeting Joe
Magazine Brand
Media Channels
Magazine
Postal
eMail
Website

Each channel…
...
New Offline Data Capabilities
Started Our Evolution
Media Channels
- Magazine
- Postal

- eMail
- Website

DB able to link...
Evolution Continues…
Media Channels
Offline
- Magazine
- Postal
- eMail
Online
- Website
- Hearst Network
- Retargeting

L...
Evolution Continues…
Media Channels

Online
- Website
- Hearst Network
- Retargeting

Data Onboarding

- Magazine
- Postal...
New World: Targeting Joe
Hearst’s New World Reach
Magazine

Postal

Email

Websites
Hearst Sister
Networks

... and on any ad network we can see
30
Closing Remarks
Audience Q&A
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Driving Digital Performance: Data—The Fuel Injection!

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Driving Digital Performance: Data—The Fuel Injection!

  1. 1. Driving Digital Performance: Data—The Fuel Injection!
  2. 2. Speakers Fran GreenPresident, ALC 3D Data Solutions Charlie Swift VP, Strategy & Marketing Operations, Hearst Frost Prolieau CEO, Simpli.fi Bryan MacDonaldCOO, Footprint D3
  3. 3. It’s Not the Amount of Data You Have that’s Important. It’s How You Use It. “I am certain that the battle of the next generation of businesses will be made up of who has more data and who knows how to use it better than anyone else.” Scott Thompson, former CEO of Yahoo
  4. 4. Digital Marketers Need the Same Data that Offline Marketers Use
  5. 5. Digital Audience Data is 2-Dimensional Keeping You in the Dark • Online Behaviors • Demographics
  6. 6. The Problem with Digital Audience Data Online behavior is an inaccurate predictor of who someone is. I just designed the perfect Ferrari!
  7. 7. The Problem with Digital Audience Data Demographics identify clusters, not individuals.
  8. 8. Multi-Dimensional Offline Data Brings Your Digital Audience Into Focus • • • • • • Transactions Online & Offline Behavior Attitudes Sociographics Psychographics Demographics
  9. 9. Data Driven Digital Offline Data Boosts Performance!
  10. 10. Question #1 Direct and performance marketers look at response and ROI differently than brand or mass marketing efforts. How does this shift in delivering measurable results impact the evaluation of the data that being used?
  11. 11. Question #2 Scale and sizable, yet viable audience segments are critical to digital success. How can marketers utilize online and offline data to achieve both scale and targeting?
  12. 12. Question #3 Where offline data gives us a view into past behaviors and attributes, online information provides a glimpse into intent, or what may happen in the near future. What are some of the strategies marketers are using to integrate both types of data to drive performance?

  13. 13. Using Offline Donor Data to Drive New Donations Bryan MacDonald COO FootprintD3
  14. 14. Challenge: Winback Lapsed & Marginal Donors • International Relief Charity seeks to increase year-end donations from lapsed and marginal donors
  15. 15. Solution: Multichannel Campaign – Coordinated Digital Ads and Direct Mail to Same Audience Lapsed/Marginal Donor Database The same audience selected for mail is also matched digitally.
  16. 16. Multichannel Measurement: A/B Testing Holistic Results Group A Total Donations Total Costs Cost per Donation ROAS Group A Multi Channel Group B DM only Vs. Group B Total Donations Total Costs Cost per Donation ROAS
  17. 17. Expectations: Historical efforts utilizing Direct Mail and Digital Advertising to the same audience have produced the following: • 15%+ lift in conversions • 2:1 – 5:1 Return on Ad Spend (ROAS) Increased “Giving Tuesday” donations due to digital presence and targeted creative.
  18. 18. Using Offline Data to Drive Quality Site Traffic & Conversions Frost Prioleau CEO Simpli.fi
  19. 19. Challenge: Qualifying Affluent Audiences • Luxury resort and spa seeking qualified bookings and leads • Targeting segments with HHI of over $200K with travel, luxury intent • CPA goal of $100
  20. 20. Solution: Filter Search With Offline Data Users search on related keywords User is qualified based on attributes from offline data Qualified user are served client ad Qualified users visit client site and convert
  21. 21. Solution: Extend Reach with Retargeting & FBX Users visits client site but doesn’t convert User is served client ad while they continue to search and browse User is served client ad while they use Facebook User visits site again and converts
  22. 22. Results: Cost-Effective, Qualified Acquisitions • Exceeded CPA goal: $32.30 vs. $100 goal • Other metrics: $1.17 CPM, 0.05% CTR, $2.34 CPC • Delivered qualified site traffic • • 6.2% of clicks converted Leads delivered were pre-qualified to HHI • Provided strong branding for property • • 6 million income-qualified impressions delivered Visibility on Facebook through FBX
  23. 23. Data Driving the Integrated Ad Evolution Charlie Swift VP Strategy &Marketing Operations, Hearst
  24. 24. Meet Joe Our Target Consumer
  25. 25. Old World : Channels acted alone targeting Joe Magazine Brand Media Channels Magazine Postal eMail Website Each channel… … Served different parts of the marketing funnel … Was accountable to different metrics of success
  26. 26. New Offline Data Capabilities Started Our Evolution Media Channels - Magazine - Postal - eMail - Website DB able to link offline data • • With 3rd Party Demo Data With Client Data Example programs • • Customized Ad Segments In Book Ad Measurement Email and Website still acted independently
  27. 27. Evolution Continues… Media Channels Offline - Magazine - Postal - eMail Online - Website - Hearst Network - Retargeting Linking and extending • • • • eMail Linked to Postal Extended Customer Reach Low Cost Acquisition/ Communication Build Behavioral View > at Cookie level > Not just session based • Extended Digital Reach > Linking Hearst sites > Retargeting Digital Cookies
  28. 28. Evolution Continues… Media Channels Online - Website - Hearst Network - Retargeting Data Onboarding - Magazine - Postal - eMail Offline Connecting Worlds • Connected offline and online personas • Full and more accurate Demo & Behavioral view • Can now reach the Same Person and “Look-a-Likes” between channels • Match 360
  29. 29. New World: Targeting Joe
  30. 30. Hearst’s New World Reach Magazine Postal Email Websites Hearst Sister Networks ... and on any ad network we can see 30
  31. 31. Closing Remarks Audience Q&A

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