Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Personalization from Ad to Conversion
Digital Growth UnleashedNovember 14, 2018
2
“Businesses need to
evolve their definition
of personalization –
from tactical
segmentation, to
strategic
individualizatio...
4
BEST TECHNOLOGY
5
1. What is personalization?
2. Why do we use personalization?
3. How do we tell our boss/client that we use personalizatio...
2
7
Andrew Garberson
VP, Marketing Services
Twitter: @garberson
Linkedin.com/in/garberson
We create big-picture digital so...
2
8
Andrew Garberson
VP, Marketing Services
Twitter: @garberson
Linkedin.com/in/garberson
Not Analytics Engineer
Analytics...
Survey: bit.ly/dig-growth
Twitter.com/garberson
What is personalization?
“
WHAT IS PERSONALIZATION?
Using data to create more relevant and mutually-beneficial
experiences for our customers
Just s...
13
IN OTHER WORDS, NOT THIS
14
PERSONALIZATION SPECTRUM
DynamicAudience
15
Male
Mid-30s
Pittsburgh
Cycling
Dog Lover
PERSONALIZATION SPECTRUM
DynamicAudience
Andrew Garberson
194032993-399402
16
PERSONALIZATION SPECTRUM
DynamicAudience
Which type of personalization has:
1. The most value to the prospective customer?
2. The highest return on investment?
19
2
20
Michael
2019 Graduate
Teach for America wants the best and brightest:
• Top university
• High grade point average (GP...
21
22
23
24
25
Which type of personalization has:
1. The most value to the prospective customer?
2. The highest return on investment?
27
Advertising Testing Reporting
SHARE PERSONALIZATION DATA BETWEEN TOOLS
Analytics
28
29
Ivy
Genius
STEM
30
31
Advertising
Testing
Reporting
SHARE PERSONALIZATION DATA BETWEEN TOOLS
Analytics
32
Advertising
SHARE PERSONALIZATION DATA BETWEEN TOOLS
Analytics
33
Testing
SHARE PERSONALIZATION DATA BETWEEN TOOLS
Analytics
34
Advertising
Testing
SHARE PERSONALIZATION DATA BETWEEN TOOLS
35
Reporting
SHARE PERSONALIZATION DATA BETWEEN TOOLS
36
37
SHARE PERSONALIZATION DATA BETWEEN TOOLS
Analytics
38
SHARE PERSONALIZATION DATA BETWEEN TOOLS
Advertising
39
SHARE PERSONALIZATION DATA BETWEEN TOOLS
Testing
40
SHARE PERSONALIZATION DATA BETWEEN TOOLS
Testing
41
SHARE PERSONALIZATION DATA BETWEEN TOOLS
Reporting
42
Advertising
Testing
Reporting
ALL WITH FREE / AFFORDABLE TOOLS
Analytics
Keeping in mind the customer
44
45
John
Male
Jane
Female
David
Wizard
INSTEAD OF FOCUSING ON THEIR QUALITIES…
46
Aspiring Wizard Dedicated Teacher Lifelong Learner
PERSONALIZE FOR THEIR MOTIVATIONS
47
PERSONALIZATION SPECTRUM
DynamicAudience
Which type of personalization has:
1. The most value to the prospective customer?
2. The highest return on investment?
50
2
51
Michael
2019 Graduate
Teach for America wants the best and brightest:
• Top university
• High grade point average (GP...
52
Questions & Discussion
Andrew Garberson
Vice President, Marketing Services
Email: andrew.garberson@bounteous.com
Personalization from Ad to Conversion with Google Marketing Platform
Personalization from Ad to Conversion with Google Marketing Platform
Upcoming SlideShare
Loading in …5
×

of

Personalization from Ad to Conversion with Google Marketing Platform Slide 1 Personalization from Ad to Conversion with Google Marketing Platform Slide 2 Personalization from Ad to Conversion with Google Marketing Platform Slide 3 Personalization from Ad to Conversion with Google Marketing Platform Slide 4 Personalization from Ad to Conversion with Google Marketing Platform Slide 5 Personalization from Ad to Conversion with Google Marketing Platform Slide 6 Personalization from Ad to Conversion with Google Marketing Platform Slide 7 Personalization from Ad to Conversion with Google Marketing Platform Slide 8 Personalization from Ad to Conversion with Google Marketing Platform Slide 9 Personalization from Ad to Conversion with Google Marketing Platform Slide 10 Personalization from Ad to Conversion with Google Marketing Platform Slide 11 Personalization from Ad to Conversion with Google Marketing Platform Slide 12 Personalization from Ad to Conversion with Google Marketing Platform Slide 13 Personalization from Ad to Conversion with Google Marketing Platform Slide 14 Personalization from Ad to Conversion with Google Marketing Platform Slide 15 Personalization from Ad to Conversion with Google Marketing Platform Slide 16 Personalization from Ad to Conversion with Google Marketing Platform Slide 17 Personalization from Ad to Conversion with Google Marketing Platform Slide 18 Personalization from Ad to Conversion with Google Marketing Platform Slide 19 Personalization from Ad to Conversion with Google Marketing Platform Slide 20 Personalization from Ad to Conversion with Google Marketing Platform Slide 21 Personalization from Ad to Conversion with Google Marketing Platform Slide 22 Personalization from Ad to Conversion with Google Marketing Platform Slide 23 Personalization from Ad to Conversion with Google Marketing Platform Slide 24 Personalization from Ad to Conversion with Google Marketing Platform Slide 25 Personalization from Ad to Conversion with Google Marketing Platform Slide 26 Personalization from Ad to Conversion with Google Marketing Platform Slide 27 Personalization from Ad to Conversion with Google Marketing Platform Slide 28 Personalization from Ad to Conversion with Google Marketing Platform Slide 29 Personalization from Ad to Conversion with Google Marketing Platform Slide 30 Personalization from Ad to Conversion with Google Marketing Platform Slide 31 Personalization from Ad to Conversion with Google Marketing Platform Slide 32 Personalization from Ad to Conversion with Google Marketing Platform Slide 33 Personalization from Ad to Conversion with Google Marketing Platform Slide 34 Personalization from Ad to Conversion with Google Marketing Platform Slide 35 Personalization from Ad to Conversion with Google Marketing Platform Slide 36 Personalization from Ad to Conversion with Google Marketing Platform Slide 37 Personalization from Ad to Conversion with Google Marketing Platform Slide 38 Personalization from Ad to Conversion with Google Marketing Platform Slide 39 Personalization from Ad to Conversion with Google Marketing Platform Slide 40 Personalization from Ad to Conversion with Google Marketing Platform Slide 41 Personalization from Ad to Conversion with Google Marketing Platform Slide 42 Personalization from Ad to Conversion with Google Marketing Platform Slide 43 Personalization from Ad to Conversion with Google Marketing Platform Slide 44 Personalization from Ad to Conversion with Google Marketing Platform Slide 45 Personalization from Ad to Conversion with Google Marketing Platform Slide 46 Personalization from Ad to Conversion with Google Marketing Platform Slide 47 Personalization from Ad to Conversion with Google Marketing Platform Slide 48 Personalization from Ad to Conversion with Google Marketing Platform Slide 49 Personalization from Ad to Conversion with Google Marketing Platform Slide 50 Personalization from Ad to Conversion with Google Marketing Platform Slide 51 Personalization from Ad to Conversion with Google Marketing Platform Slide 52 Personalization from Ad to Conversion with Google Marketing Platform Slide 53
Upcoming SlideShare
What to Upload to SlideShare
Next
Download to read offline and view in fullscreen.

2 Likes

Share

Download to read offline

Personalization from Ad to Conversion with Google Marketing Platform

Download to read offline

Standardized messaging is dying. Users demand personalized experiences online from ad impression to thank-you page and marketers have the tools to give them what they want.

Deck highlights:
1. Exercises for stakeholders to design data-backed audience segments
2. Free tools and tactics to developing a culture of personalization at your company
3. Enterprise case studies that can be replicated at your company

Platforms include:
Google Analytics
Google Optimize
Google Data Studio
Google Ads

Related Books

Free with a 30 day trial from Scribd

See all

Personalization from Ad to Conversion with Google Marketing Platform

  1. 1. Personalization from Ad to Conversion Digital Growth UnleashedNovember 14, 2018
  2. 2. 2
  3. 3. “Businesses need to evolve their definition of personalization – from tactical segmentation, to strategic individualization.” - Forrester
  4. 4. 4 BEST TECHNOLOGY
  5. 5. 5
  6. 6. 1. What is personalization? 2. Why do we use personalization? 3. How do we tell our boss/client that we use personalization? 4. How do we actually use personalization? 5. What are ways to advance our personalization tomorrow? LET’S TAKE A STEP BACK
  7. 7. 2 7 Andrew Garberson VP, Marketing Services Twitter: @garberson Linkedin.com/in/garberson We create big-picture digital solutions that help leading companies deliver transformational brand experiences by ensuring the smooth flow of data, insights, and interactions across the digital brand experience.
  8. 8. 2 8 Andrew Garberson VP, Marketing Services Twitter: @garberson Linkedin.com/in/garberson Not Analytics Engineer Analytics Engineer Kevin Haag
  9. 9. Survey: bit.ly/dig-growth
  10. 10. Twitter.com/garberson
  11. 11. What is personalization?
  12. 12. “ WHAT IS PERSONALIZATION? Using data to create more relevant and mutually-beneficial experiences for our customers Just so we are clear: My definition, not Merriam Webster
  13. 13. 13 IN OTHER WORDS, NOT THIS
  14. 14. 14 PERSONALIZATION SPECTRUM DynamicAudience
  15. 15. 15 Male Mid-30s Pittsburgh Cycling Dog Lover PERSONALIZATION SPECTRUM DynamicAudience Andrew Garberson 194032993-399402
  16. 16. 16 PERSONALIZATION SPECTRUM DynamicAudience
  17. 17. Which type of personalization has: 1. The most value to the prospective customer? 2. The highest return on investment?
  18. 18. 19
  19. 19. 2 20 Michael 2019 Graduate Teach for America wants the best and brightest: • Top university • High grade point average (GPA) • Degree in science, technology, engineering, math • Diverse or urban background that helps to connect with students 3.7 GPA Harvard University Engineering
  20. 20. 21
  21. 21. 22
  22. 22. 23
  23. 23. 24
  24. 24. 25
  25. 25. Which type of personalization has: 1. The most value to the prospective customer? 2. The highest return on investment?
  26. 26. 27 Advertising Testing Reporting SHARE PERSONALIZATION DATA BETWEEN TOOLS Analytics
  27. 27. 28
  28. 28. 29 Ivy Genius STEM
  29. 29. 30
  30. 30. 31 Advertising Testing Reporting SHARE PERSONALIZATION DATA BETWEEN TOOLS Analytics
  31. 31. 32 Advertising SHARE PERSONALIZATION DATA BETWEEN TOOLS Analytics
  32. 32. 33 Testing SHARE PERSONALIZATION DATA BETWEEN TOOLS Analytics
  33. 33. 34 Advertising Testing SHARE PERSONALIZATION DATA BETWEEN TOOLS
  34. 34. 35 Reporting SHARE PERSONALIZATION DATA BETWEEN TOOLS
  35. 35. 36
  36. 36. 37 SHARE PERSONALIZATION DATA BETWEEN TOOLS Analytics
  37. 37. 38 SHARE PERSONALIZATION DATA BETWEEN TOOLS Advertising
  38. 38. 39 SHARE PERSONALIZATION DATA BETWEEN TOOLS Testing
  39. 39. 40 SHARE PERSONALIZATION DATA BETWEEN TOOLS Testing
  40. 40. 41 SHARE PERSONALIZATION DATA BETWEEN TOOLS Reporting
  41. 41. 42 Advertising Testing Reporting ALL WITH FREE / AFFORDABLE TOOLS Analytics
  42. 42. Keeping in mind the customer
  43. 43. 44
  44. 44. 45 John Male Jane Female David Wizard INSTEAD OF FOCUSING ON THEIR QUALITIES…
  45. 45. 46 Aspiring Wizard Dedicated Teacher Lifelong Learner PERSONALIZE FOR THEIR MOTIVATIONS
  46. 46. 47 PERSONALIZATION SPECTRUM DynamicAudience
  47. 47. Which type of personalization has: 1. The most value to the prospective customer? 2. The highest return on investment?
  48. 48. 50
  49. 49. 2 51 Michael 2019 Graduate Teach for America wants the best and brightest: • Top university • High grade point average (GPA) • Degree in science, technology, engineering, math • Diverse or urban background that helps to connect with students 3.7 GPA Harvard University Engineering
  50. 50. 52
  51. 51. Questions & Discussion Andrew Garberson Vice President, Marketing Services Email: andrew.garberson@bounteous.com
  • KellyPalmer45

    Nov. 27, 2021
  • JesperPeso

    Dec. 5, 2018

Standardized messaging is dying. Users demand personalized experiences online from ad impression to thank-you page and marketers have the tools to give them what they want. Deck highlights: 1. Exercises for stakeholders to design data-backed audience segments 2. Free tools and tactics to developing a culture of personalization at your company 3. Enterprise case studies that can be replicated at your company Platforms include: Google Analytics Google Optimize Google Data Studio Google Ads

Views

Total views

208

On Slideshare

0

From embeds

0

Number of embeds

63

Actions

Downloads

2

Shares

0

Comments

0

Likes

2

×