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Personalization from Ad to Conversion with Google Marketing Platform

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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

Published in: Marketing
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Personalization from Ad to Conversion with Google Marketing Platform

  1. 1. Personalization from Ad to Conversion Digital Growth UnleashedNovember 14, 2018
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  3. 3. “Businesses need to evolve their definition of personalization – from tactical segmentation, to strategic individualization.” - Forrester
  4. 4. 4 BEST TECHNOLOGY
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  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?
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  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
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  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
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  28. 28. 29 Ivy Genius STEM
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  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

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