Presentation delivered by Rob Webster of Crimtan at Sagittarius Strangers, Friends & Lovers thought leadership event, 6th July 2017.

2. Strangers, Friends
& Lovers
Mastering the Digital Customer Journey

3. 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
DIGITALADVERTISINGREVENE
22yearsoftheweb
Banner rotations
Impressions
Clicks become currency
Rise of
biddable
CPC
Direct Response
networks
Post-click tracking
Floodlight tags
Conversions
Retargeting DMP (1)
Behavioural
Advertising
Ad Exchanges
Dynamic Creative
DSPs
RTB
Programmatic
Direct
Mobile
NativeVideo
DMP (2)
Half of all UK
advertising
spend is on
digital
Digital ad
revenue more
than TV
Digital ad
revenue more
than Print
Google end
BP Funding
Facebook
ends FBX

4. Plentyofheadspace
40%
100%
Source: eMarketer Inc., Magna Global
2016 2036
0
100
200
300
400
500
600
700
2011 2012 2013 2014 2015 2016 2017
All media Digital advertising Paid search Programmatic media
% Advertising Bought Programmatically
of digital media
of all media
Total worldwide ad spend, $Billions

5. Programmaticwillchangetheadlandscape
Digital creative will be data
driven and personalised
TV and all other media
channels go programmatic
The majority of posters will
become Digital
Programmatic video advertising is
used increasingly
Digital advertising in taxis/
buses/tube grows
Mobile will be the most
popular ad medium

6. GlobalDataatSpeed

7. ProgrammaticSophistication

8. TurningStrangersintoLovers
Branding
Prospecting
Retargeting
CRM
Win more customers by
delivering relevant and
engaging messages to your
target market
Discover and target potential
customers actively looking to buy
- and drive them to your site
Dynamically re-message
hot prospects who have
visited your site and bring
them back to purchase Keep the online
conversations going with
existing customers through
building dialogue to help
upsell and grow brand loyalty

9. Postcode
Cookie data
Structured & unstructured data
Schedules
Demographic
Location
Device
Situation
Managingyourdata
TAKE CLIENT DATA ANONYMISE IT SEGMENT IT ENHANCE WITH CRIMTAN DATA USE FOR TARGETING AND PROSPECTING
CLIENT
Email address
PROVIDER
Audience
1st party customer data
data held by site owner
2nd party consumer
data in DMP
#
Secure, Protected Data Environment
ONLY USED FOR CLIENT’S CAMPAIGNS
1 2 3 4 5

10. Reachnewusers
Real-time
Decisions
Geolocation
Location by town, city, postcode, household, lat/long
In-Market Audience
Lifestyle and purchase intent
Demographic
Age, gender, socio-economic group
Weather
Actual conditions at user’s location
Contextual & Microsites
Unique data and inventory
Device & Situational
At home, at work or on the move
Language & Nationality
Local languages and customs
Products & Promotions
Specific messaging and relevancy
Temporal
Time of day and day of week
Lookalikes
Custom segment IDs

11. Outline the client’s challenge and marketing goal here…
Services Resources Company
The client wanted to find new customers for its credit
card and drive them to their site to convert.
1. PLANCAMPAIGN
2. BUILDCUSTOMSEGMENT
Crimtan established the most relevant customer profile and applied other
offline client information to refine targeting further, e.g. Experian Mosaic
segments. Credit scoring was applied to ensure that messages are
delivered to valid prospective customers whenever possible.
We also identified the types of contextual environments and niche domains
favoured by existing customers, so that we knew the most effective
contextual environments to target before the campaign even started.
Crimtan builds specific custom segments for different cards using a confirmation
pixel to identify typical customer profiles and establish browsing behaviour. For
this client, we develop a custom segment for affluent consumers who travel widely.
Demographic Relevant age groups were
45+ male, with very high household income.
Audience Segments Travel, Business
Decision Maker, Home & Garden, Up Market.
Contextual category, Shopping, Finance
News, Golf, Luxury Travel.
Situation Home, Monday-Thursday, 8-10pm,
PC and Tablet.
Geo location St Helier, Barnet, Prestbury,
Guildford, Canary Wharf, Edinburgh.
3. ESTABLISHINTENT
Crimtan used intent data based on credit
card searches, defined metadata
keywords and highly relevant micro
content to establish in-market consumers.
4. OPTIMISECAMPAIGN
Using machine leaning and human trading
Crimtan optimised data and inventory strategies
to minimise wastage and hit the target of lowest
cost per completed new application.
Properties
over £800,000
3. CAMPAIGNRESULTS
40%
Below
target
CPA
Land Registry data
showed that households
over £800K in value
indexed most highly
and focused delivery on
these locations
Crimtan used
Hyperlocal Targeting
to reach postcodes
for the top indexing
Experian Mosaic and
Financial Strategy
Segments

12. Outline the client’s challenge and marketing goal here…
Services Resources Company
A leading airline wanted Crimtan to find new customers for 20
destinations in eight European markets. Crimtan was engaged to find
niche audiences and drive them to convert on site within defined CPA or
price-per-passenger targets.
Crimtan identified which postcodes customers booked from for each
airport. Our data planning tool, Architect™ showed that a user at one
location might use different airports depending on their destination.
1. ESTABLISHDEPARTURE
AIRPORT
Crimtan studied the passengers for each route out of each
airport and built individual, detailed customer profiles
based on multiple data points.
2. PREDICTMOSTLIKELY
DESTINATION
the correct destination
48% of the time
I.e. the destination displayed within the ad was the
same as the destination the user went on to booked.
Crimtan delivered users an ad containing
3. BUILDDYNAMICCREATIVE
AUDIENCE
LIFESTYLE, PURCHASE
INTENT, PERSONALITY,
CONTEXTUAL & MICROSITES
TYPICAL SITES VISITED AND
NICHE CONTENT CONSUMED
DEMOGRAPHIC
AGE, GENDER,
HOUSEHOLD INCOME
DEVICE & SITUATIONAL
HOME/WORK USER, TIME
OF DAY, DAY OF WEEK.
Crimtan set up multiple trading strategies for all markets and created
dynamic creative units that were targeted at users we had profiled as likely
to be in-market for a flight. Once a correct user profile was identified, our
system built the creative in real-time by inserting the departure airport, the
destination and correct fare and delivered it to the user in milliseconds.
4. RESULTS
274% BETTER
THAN TARGET
>
ROI
66% BETTER
THAN TARGET
>
CPA

13. Outline the client’s challenge and marketing goal here…
Services Resources Company
New York
ab
€526
FÜR UNSERE
BESTEN PREISE Das Angebot
unterliegt Bedingungen
rückkehr
Madrid
ab
€288
FÜR UNSERE
BESTEN PREISE Das Angebot
unterliegt Bedingungen
rückkehr
Sydney
ab
€720
FÜR UNSERE
BESTEN PREISE Das Angebot
unterliegt Bedingungen
rückkehr
Pull relevant image1 2 Add destination3 Add price4Identify departure point
Origin
Berlin-Tegel Internati…

14. Outline the client’s challenge and marketing goal here…
Services Resources Company
1. PLANCAMPAIGN 2. USEDYNAMICCREATIVE 3. CAMPAIGNRESULTS
Target CTR
0.10%
A leading high street shoe retailer wanted to reach an
online sales CPA for its new trainer range and achieve a
strong level of engagement that drove customers to its
stores.
Yellow Pin = store location
Circle size = no. of
impressions served
Green = CTR over 0.1%
Actual CTR
0.12%
CPA
10%
Lower than target
Dynamic creative was used to deliver relevant products to users based on gender, while
the nearest store was added in real-time based on the user location. This linked to the
site landing page carrying information about local opening times and a map. The creative
was built in HTML5 so it worked on all media devices – PC, mobile and tablet.
Client reported significant increase in
footfall during the campaign period
Crimtan used hyperlocal targeting to
deliver ads to relevant purchasers
within a defined radius of 13 branches.
IDENTIFY LOCATIONS
Crimtan’s In-Market Fashion Intender
segment - Individuals interested in
fashion, buy clothes regularly and are
in-market for a new purchase.
DEFINE CONSUMER PROFILES
Social data of consumers sharing
Ecco and related brands along with
footwear keywords were used to
reach highly engaged web users.
Consumer profile data was overlaid onto
hyperlocal targeting data to ensure delivery
to highly relevant user groups.
CACI segments defined by the client
City Sophisticates
Career Climbers
Lavish Lifestyle
Executive Wealth

15. Mastering the Digital
Customer Journey
Through digital relationship management

16. Skillsrequired
Strategists Traders DesignersAnalysts

17. Automation

18. Thankyou!