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Display | New Customer Acquisition Series

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A customer acquisition strategy is critical for the success of every business at any age or size. Companies tend to concentrate marketing effort at the bottom of the funnel but need to systematically feed the top to enable continuous growth. Our seasoned experts will unpack an integrated customer strategy for acquiring new customers – profitably – keeping in mind the customer journey and the aggregate return on a new customer. Our four back-to-back sessions will dive into our experts’ approaches on customer analysis, budget allocation, customer lifetime value, and customizing messaging in creative.

Published in: Retail
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Display | New Customer Acquisition Series

  1. 1. 9:30 - 9:45 am PT TINUITI PRESENTS: MEASURING TOP FUNNEL 11 - 11:45 am PT TINUITI PRESENTS: TOP OF FUNNEL SEARCH STRATEGIES Today’s Timeline TINUITI PRESENTS: FULL FUNNEL DISPLAY TINUITI PRESENTS: SHOPPING FOR NEW USERS 10 - 10:45 am PT 1 - 1:45 pm PT12 - 12:45 pm PT TINUITI PRESENTS: IMPORTANCE OF AN INTEGRATED MEDIA STRATEGY
  2. 2. Today’s Logistics ● Session recording and slides will be sent ● Log back in anytime with same link ● Resources available as handouts Persephanie Arellano Webinar Coordinator
  3. 3. leading independent performance marketing agency
  4. 4. Today’s Speakers Geoff Litwer VP of Display Media + Programmatic
  5. 5. Are you currently activating media programmatically? ● Yes ● No ● Not Sure
  6. 6. A full-funnel display approach uses data to reach, message and measure each of these audiences individually in a personalized manner.
  7. 7. ADVERTISERS HAVE BECOME REALLY GOOD AT OPTIMIZING BOTTOM FUNNEL Ignoring the rest of the funnel leads to failed prospecting strategies and makes it difficult to acquire new customers
  8. 8. Full-Funnel Display Advertising Target audience who are in-market with personalized messaging KPI: CPA 3 Conversion High-frequency, aggressive bids, personalized messaging to drive performance KPI: ROI 4 Awareness High-reach, cost efficient, low frequency tactics targeting a broad audience KPI: vCPM, Viewable Completions, Unique Reach 1 Interest Target qualified audience based on intent signals (travel habits, location patterns, occupation) KPI: Cost Per Site Visit, Cost Per Video View, Cost Per Engagement 2 2
  9. 9. Full-Funnel Display Advertising Awareness High-reach, cost efficient, low frequency tactics targeting a broad audience KPI: vCPM, Viewable Completions, Unique Reach 1
  10. 10. Retailer Drives Offline Store Visits with CTV CASE STUDY 28% 37% A retail brand wanted to use a full-funnel strategy to promote its new product line to a highly targeted audience. Approach • Ran high-impact ads with premium CTV content • Retargeted existing customers and incorporated new audience discovery strategies • Optimized campaign performance using in-store visit conversions
  11. 11. Full-Funnel Display Advertising Interest Target qualified audience based on intent signals (travel habits, location patterns, occupation) KPI: Cost Per Site Visit, Cost Per Video View, Cost Per Engagement 2 2
  12. 12. Upper Funnel Display Drives Incremental E-Comm Revenue CASE STUDY 11% 18% A retail brand wanted to focus prospecting efforts on a brand-aware audience currently in-market for specific products Approach • Built custom audience models using Google first-party data to achieve scale while maintaining precision • Personalize messaging with specific products
  13. 13. Full-Funnel Display Advertising Target audience who are in-market with personalized messaging KPI: CPA 3
  14. 14. Full-Funnel Display Advertising Conversion High-frequency, aggressive bids, personalized messaging to drive performance KPI: ROI 4
  15. 15. Programmatic is the automation of how digital media is bought and sold.
  16. 16. Programmatic Adoption @ Scale
  17. 17. Programmatic Adoption @ Scale
  18. 18. The Tinuiti Approach Brand Safety & Fraud Protection Resources & Technology Fusion of Media & Creative Embedded Programmatic Talent 100% Transparency
  19. 19. Full-Funnel @ Scale Programmatically Display + Video OTT Streaming Audio Digital OOH
  20. 20. Ensuring Brand Safety + Human Audience Pre-Bid Technology Inventory Post-Bid Blocking Reporting + Analytics
  21. 21. Planning for Full-Funnel Campaign Research Audience + User Journey Forecasting + Channel Planning Tactical Planning Platform Strategy Measurement + Insights
  22. 22. Planning for Full-Funnel Campaign Research Audience + User Journey Forecasting + Channel Planning Tactical Planning Platform Strategy Measurement + Insights
  23. 23. Planning for Full-Funnel Campaign Research
  24. 24. Planning for Full-Funnel Campaign Research Audience + User Journey Forecasting + Channel Planning Tactical Planning Platform Strategy Measurement + Insights
  25. 25. Planning for Full-Funnel Campaign Audience + User Journey
  26. 26. Leveraging First-Party Data Lookalike Modeling Use existing customers as the seed for a lookalike model to find audiences that are “similar” Suppression Exclude existing customers from new customer acquisition campaigns Segmentation + Personalization Segment audiences based on past purchases, personas and customize messaging Audience + User Journey
  27. 27. Planning for Full-Funnel Campaign Research Audience + User Journey Forecasting + Channel Planning Tactical Planning Platform Strategy Measurement + Insights
  28. 28. Planning for Full-Funnel Campaign Forecasting + Channel Planning
  29. 29. Planning for Full-Funnel Campaign Research Audience + User Journey Forecasting + Channel Planning Tactical Planning Platform Strategy Measurement + Insights
  30. 30. Planning for Full-Funnel Campaign Tactical Planning
  31. 31. Planning for Full-Funnel Campaign Research Audience + User Journey Forecasting + Channel Planning Tactical Planning Platform Strategy Measurement + Insights
  32. 32. Planning for Full-Funnel Campaign Platform Strategy
  33. 33. Planning for Full-Funnel Campaign Research Audience + User Journey Forecasting + Channel Planning Tactical Planning Platform Strategy Measurement + Insights
  34. 34. Copyright 2017 - Q4 Amazon Virtual Summit Measurement Path-to- conversion Attribution LocationIncrementality Brand Lift
  35. 35. Clients leveraging multi-touch attribution Customers Number of touchpoints 1-2 3-10 >10 Brand Factor Marketing Driven Conversion Touchpoint 18% of users converted in 1-2 touchpoints 75% of users converted in 3-10 touchpoints 7% of users converted in >10 touchpoints
  36. 36. Brand Lift Brand Lift: ● Measured across TrueView & Bumper ads ● Minimum spend of $15k for 1.5M impressions ● Max frequency 3 /day ● Minimum of 10 days length ● Measured through surveys Brand Interest ● Min 1.5M impressions ● New campaigns ● Measured through Organic Search Activity (on Google and YouTube)
  37. 37. Measuring Incrementality Added to a holdout group, never sees a retargeting ad Conversion Rate: 10% Conversion Rate: 12% Clicks on a banner ad Visits Site, Views Product Info… then leaves Both are now part of the same retargeting audience Returns to Site and Becomes a Lead Incremental Lift = +2%
  38. 38. Multi-Touch Attribution Customers Number of touchpoints 1-2 3-10 >10 Brand Factor Marketing Driven Conversion Touchpoint 18% of users converted in 1-2 touchpoints 75% of users converted in 3-10 touchpoints 7% of users converted in >10 touchpoints
  39. 39. Planning for Full-Funnel Campaign Research Audience + User Journey Forecasting + Channel Planning Tactical Planning Platform Strategy Measurement + Insights
  40. 40. Key Takeaways ● Focusing solely on bottom funnel tactics will drive short-term gain at the expense of long-term business growth ● Leveraging the addressability of programmatic is key to a full-funnel display execution ● Data-driven planning process is crucial to executing and measuring a successful campaign ● Define KPIs and measurement methodology upfront
  41. 41. Q & A Geoff Litwer VP of Display Media + Programmatic
  42. 42. We have clients leveraging multi-touch attribution: Customers Number of touchpoints 1-2 3-10 >10 Brand Factor Marketing Driven Conversion Touchpoint 18% of users converted in 1-2 touchpoints 75% of users converted in 3-10 touchpoints 7% of users converted in >10 touchpoints
  43. 43. Brand Lift Brand Lift: ● Measured across TrueView & Bumper ads ● Minimum spend of $15k for 1.5M impressions ● Max frequency 3 /day ● Minimum of 10 days length ● Measured through surveys Brand Interest ● Min 1.5M impressions ● New campaigns ● Measured through Organic Search Activity (on Google and YouTube)
  44. 44. Measuring Incrementality Added to a holdout group, never sees a retargeting ad Conversion Rate: 10% Conversion Rate: 12% Clicks on a banner ad Visits Site, Views Product Info… then leaves Both are now part of the same retargeting audience Returns to Site and Becomes a Lead Incremental Lift = +2%
  45. 45. What is Full-Funnel Display Advertising? ● content ● content ● content
  46. 46. Content 1. content Content slide
  47. 47. Content Slide ● content ● content ● content
  48. 48. Content Slide Description Description Description
  49. 49. What is Programmatic? We define programmatic advertising as an automated, technology-driven method of buying, selling or fulfilling digital display ad placements. Real-time bidding (RTB): Auction-based approach used to buy or sell impression-level inventory. Auctions can either be public or private. Programmatic direct: Nonauction-based approach to buying or selling ad inventory, not at the impression level. Programmatic direct deals can be orchestrated via pre-existing RTB technology, through publisher-owned application programming interfaces (APIs) such as on social sites or via self-service user interface or deal discovery tools. Programmatic direct deals specify a fixed price and may or may not guarantee fixed inventory amounts. Open exchange: Public RTB auction open to all buyers and sellers; also called an open auction, open exchange or open markets. Private marketplace (PMP): Auction owned by a single publisher or a small group of publishers and open to only an invited select number of buyers; also called a private exchange, private auction or PMP. These are typically executed via normal RTB technology and may include a deal ID—a tag that notifies the auction that a specific buyer has some sort of preferential treatment, whether in price or priority. Programmatic guaranteed: Upfront commitment to both CPM price and inventory amount secured via programmatic pipes between one buyer and one seller; also called programmatic reserved, forward market or just “upfronts.” Preferred deal: Upfront commitment to inventory price but not inventory amount between one buyer and one seller; also called private access or first right of refusal.
  50. 50. Copyright 2017 - Q4 Amazon Virtual Summit title $# title #%↑ title #%↑ Content Slide
  51. 51. Copyright 2017 - Q4 Amazon Virtual Summit Content slide Content Content ContentContent Content

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