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Leveraging your first-party data for successful cross-channel marketing campaigns​

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Here are the slides from our CTO, Angus Hamilton's talk at Search Leeds on how to use data for cross-channel marketing success.

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Leveraging your first-party data for successful cross-channel marketing campaigns​

  1. 1. Angus Hamilton Leveraging your first-party data for successful cross-channel marketing campaigns
  2. 2. We are SEARCH LABORATORY SEO PPC International Analytics and Data Science Digital Strategy Social MediaProgrammatic Google Analytics 360
  3. 3. Agenda First vs. third-party data What is first-party data? How does it compare to third-party data? Using first-party data What are the benefits? How do you use it? Examples Next steps…
  4. 4. Accreditations
  5. 5. First and third-party data
  6. 6. First-party data Data you collect and own Reliable and relevant to your business Collected with the relevant permissions
  7. 7. Third-party data Data collected by ad tech/cookies Generic and less reliable/relevant Becoming harder to collect
  8. 8. Example – third-party data
  9. 9. Example – first-party data
  10. 10. Using first-party data
  11. 11. Source: BCG, Digital Maturity Study, 2017 Advertisers who are successful at data-driven marketing are seeing revenue increases of as much as 20%, and cost savings of up to 30%
  12. 12. Using first-party data Create audiences to target your marketing effort Reduce spend on advertising to existing customers
  13. 13. What do you need? Skills Data Technology
  14. 14. Creating audiences
  15. 15. What is an audience? Pool of users built from online and offline activity Used for targeting via online activity • Display • Search • Website personalisation
  16. 16. How do I create an audience?
  17. 17. Profiling a user App Website CRM
  18. 18. Example case study 1 Fashion website Looking to maximise ROI from existing customers and generate new customers Offers free delivery and returns
  19. 19. User matrix Recent activity None Browsed Added to basket Bought Purchase habits Never bought Infrequent Frequent Lapsed frequent Average spend <£33 £33 - £99 £100 - 199 £200 + Buys items on sale? Unknown No Sometimes Always Returns % 0 – 25% 25 – 50% 50 – 75% 75 – 100% App usage Not installed Installed / doesn’t use Installed / browses Installed / purchases
  20. 20. Audience 1 – VIPs Recent activity None Browsed Added to basket Bought Purchase habits Never bought Infrequent Frequent Lapsed frequent Average spend <£33 £33 - £99 £100 - 199 £200 + Buys items on sale? Unknown No Sometimes Always Returns % 0 – 25% 25 – 50% 50 – 75% 75 – 100% App usage Not installed Installed / doesn’t use Installed / browses Installed / purchases
  21. 21. Loose frequency cap Audience 1 – VIPs New launches Refer-a- friend scheme Exclude from brand PPC Create similar audiences
  22. 22. Audience 2 – lapsed VIPs Recent activity None Browsed Added to basket Bought Purchase habits Never bought Infrequent Frequent Lapsed frequent Average spend <£33 £33 - £99 £100 - 199 £200 + Buys items on sale? Unknown No Sometimes Always Returns % 0 – 25% 25 – 50% 50 – 75% 75 – 100% App usage Not installed Installed / doesn’t use Installed / browses Installed / purchases
  23. 23. Audience 2 – lapsed VIPs Huge one-time discount Tight frequency cap Promote app install / usage
  24. 24. Audience 3 – regular returners Purchase habits Never bought Infrequent Frequent Lapsed frequent Average spend <£33 £33 - £99 £100 - 199 £200 + Buys items on sale? Unknown No Sometimes Always Returns % 0 – 25% 25 – 50% 50 – 75% 75 – 100%
  25. 25. Example case study 2 Lead gen site Looking to acquire new customers Typical sales cycle from 1 week to 3 months
  26. 26. Lead gen sales cycle Website visit Filled out form Real details Spoken to sales Qualified lead Proposal sent Closed won Closed lost Unqualified lead Fake details Phoned Left website
  27. 27. Lead gen sales cycle Website visit Filled out form Real details Spoken to sales Qualified lead Proposal sent Closed won Closed lost Unqualified lead Fake details Phoned Left website
  28. 28. Lead gen sales cycle Website visit Filled out form Real details Spoken to sales Qualified lead Proposal sent Closed won Closed lost Unqualified lead Fake details Phoned Left website
  29. 29. Lead gen sales cycle Website visit Filled out form Real details Spoken to sales Qualified lead Proposal sent Closed won Closed lost Unqualified lead Fake details Phoned Left website
  30. 30. Lead gen sales cycle Website visit Filled out form Real details Spoken to sales Qualified lead Proposal sent Closed won Closed lost Unqualified lead Fake details Phoned Left website
  31. 31. Lead gen sales cycle Website visit Filled out form Real details Spoken to sales Qualified lead Proposal sent Closed won Closed lost Unqualified lead Fake details Phoned Left website
  32. 32. Lead gen sales cycle Website visit Filled out form Real details Spoken to sales Qualified lead Proposal sent Closed won Closed lost Unqualified lead Fake details Phoned Left website
  33. 33. Advanced example
  34. 34. Life-time value prediction Event tracked Website Purchase
  35. 35. Gathering more first-party data Events Competitions Loyalty Schemes
  36. 36. Next steps Identify what first-party data you have Expand your data sources and refine your analysis Start using it – and innovate
  37. 37. Summary Gather data from both online and offline behaviour Use data analysis to segment your customers into audiences Use the tools available to bring that data together in one customer view Apply those audiences, test the results and repeat
  38. 38. Questions?
  39. 39. Contact us Leeds | London | New York +44 (0) 113 212 1211 info@searchlaboratory.com www.searchlaboratory.com/ Follow us on social media: facebook.com/searchlaboratory/ @searchlabs linkedin.com/company/search-laboratory/

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