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#SMX #12B Performics @Performics
Leo Dalakos, VP Digital Strategy
ADVANCED
RETARGETING
SMX Advanced
June 2015
#SMX #12B Performics @Performics
Agenda
Retarge'ng  Problems
•  Inconsistent  Experiences
•  Measurement  Disarray
1
Leo  ...
#SMX #12B Performics @Performics
PROBLEM #1
CONSUMERS DON’T HAVE CONSISTENT
BRAND EXPERIENCES
#SMX #12B Performics @Performics
The Consumer Journey Loop
NON-BUYERS BUYERS
acquisition of retention of
unaware
Intro  yo...
#SMX #12B Performics @Performics
Retargeting through the Consumer Journey: An Ideal Customer
Experience
SEARCH	
  TECH	
  ...
#SMX #12B Performics @Performics
But the Road to the Ideal Experience is Complex
Image source: IAB
#SMX #12B Performics @Performics
Never  run  retarge'ng  across  several  
vendors  unless:
•  You  know  that  the  inven...
#SMX #12B Performics @Performics
PROBLEM #2
MEASUREMENT IS SEVERELY DISARRAYED
#SMX #12B Performics @Performics
Increasing Complexity = Ineffective Analytics
CMOs  say  analy'cs  
are  less  effec've  
...
#SMX #12B Performics @Performics
Best Practices: Measurement & Attribution
•  One  unique  ID  across  all  plaJorms
•  Mo...
#SMX #12B Performics @Performics
ELEVATING
RETARGETING
#SMX #12B Performics @Performics
Our Goals
Remarket  off  of  many  complex  behaviors,  without  complex  tagging
1
2 Chur...
#SMX #12B Performics @Performics
Levels of Retargeting
Basic
•    Site  &  App  Visitor
•     Conversion  Funnel
•     Aud...
#SMX #12B Performics @Performics
Data Onboarding
Prepare  data  to  be  
uploaded  into  LiveRamp
Use  an  onboarding  
pa...
#SMX #12B Performics @Performics
Audiences
Data  Management  PlaJorm
(Universal  ID)
Customer  Database
Email  Lists
Off-­‐...
#SMX #12B Performics @Performics
Guidelines for Segmentation
Align  segments  across  channels  with  
shared  objec'ves
1...
#SMX #12B Performics @Performics
THANK YOU!
Leo.Dalakos@Performics.com
Blog.Performics.com
@Performics
Performics.com
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Advanced Retargetting By Leo Dalakos

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From the SMX Advanced Conference in Seattle, Washington, June 2-3, 2015. SESSION: Taking Retargeting To The Next Level. PRESENTATION: Advanced Retargeting - Given by Leo Dalakos, @performics - Performics, VP, Digital Strategy. #SMX #12B

Published in: Marketing

Advanced Retargetting By Leo Dalakos

  1. 1. #SMX #12B Performics @Performics Leo Dalakos, VP Digital Strategy ADVANCED RETARGETING SMX Advanced June 2015
  2. 2. #SMX #12B Performics @Performics Agenda Retarge'ng  Problems •  Inconsistent  Experiences •  Measurement  Disarray 1 Leo  Dalakos VP,  Digital  Strategy   Eleva'ng     Retarge'ng 2 A Global Performance Marketing Agency  
  3. 3. #SMX #12B Performics @Performics PROBLEM #1 CONSUMERS DON’T HAVE CONSISTENT BRAND EXPERIENCES
  4. 4. #SMX #12B Performics @Performics The Consumer Journey Loop NON-BUYERS BUYERS acquisition of retention of unaware Intro  yourself aware Build  on  ini'al   awareness consider Con'nue  the  conversa'on   with  most  appropriate   conversion  path   buy Make  it  easy  for   prospects  to  buy enjoy Ensure  customers  are   taking  advantage  of   their  benefits
  5. 5. #SMX #12B Performics @Performics Retargeting through the Consumer Journey: An Ideal Customer Experience SEARCH  TECH   +  TRACK   THROUGH   ADSERVER   DYNAMIC  AD   CREATION   DEMAND   SIDE   PLATFORM   DEMAND   SIDE   PLATFORM   DEMAND   SIDE   PLATFORM   ADSERVER   ADSERVER   DMP   1   2   3   4   5   6   7   8   USER  BUYS   COFFEE   MACHINE  IN   STORE     USER   SEARCHES   VANILLA   COFFEE  POD     ASSEMBLE   VANILLA   COFFEE  POD   CREATIVE     RETARGET   WITH  VANILLA   COFFEE  POD   CREATIVE     CONTEXT   TARGETING   USING   (COFFEE   WORDS)     USER   WATCHES   YOUTUBE   VIDEO     TARGET  WITH   VANILLA   COFFEE  POD   CREATIVE     USER  CLICKS,   LANDS  BUYS   AND  SIGNS  UP   TO  LOYALTY   SCHEME     CRM  
  6. 6. #SMX #12B Performics @Performics But the Road to the Ideal Experience is Complex Image source: IAB
  7. 7. #SMX #12B Performics @Performics Never  run  retarge'ng  across  several   vendors  unless: •  You  know  that  the  inventory  is   different •  You’re  running  a  data  management   plaJorm  to  check  for  oversatura'on   issues •  You  split  the  retarge'ng  cookie/ device  pool  into  separate  audiences   with  a  control Mul'ple  Ad  Networks Best Practices: Experience Optimization •  Funnel  approach  to   audience  segmenta'on •  Funnel  approach  crossed   tab  with  content  based   personae Audience  Segmenta'on •  Recency •  Velocity •  Audience   segmenta'on •  Site  exclusions Op'miza'on
  8. 8. #SMX #12B Performics @Performics PROBLEM #2 MEASUREMENT IS SEVERELY DISARRAYED
  9. 9. #SMX #12B Performics @Performics Increasing Complexity = Ineffective Analytics CMOs  say  analy'cs   are  less  effec've   now  than  they   were  in  2012
  10. 10. #SMX #12B Performics @Performics Best Practices: Measurement & Attribution •  One  unique  ID  across  all  plaJorms •  Mobile,  display,  video,  content  &   site-­‐side •  Na'onal,  regional  &  local   measurement Measurement •  De-­‐duped  conversions  from   other  channels •  Cross-­‐brand  store  insights •  Cost  reduc'on  analysis AYribu'on
  11. 11. #SMX #12B Performics @Performics ELEVATING RETARGETING
  12. 12. #SMX #12B Performics @Performics Our Goals Remarket  off  of  many  complex  behaviors,  without  complex  tagging 1 2 Churn  has  been  high:  reach  former  customers 3 You  have  a  compelling  offer  for  loyal  customers:  get  them  to  visit  your  site 4 Track  your  customers  across  mobile  &  desktop 5 Track  your  customers  across  digital  &  physical
  13. 13. #SMX #12B Performics @Performics Levels of Retargeting Basic •   Site  &  App  Visitor •     Conversion  Funnel •     Audience  segments  based  on      site  behaviors •  Email  Campaigns •  Audience  segments  based  on   what  email  was  seen Intermediate •  Impression •  Click •  Channel  (using  analy'cs   parameters  &  UTM) •  Search •  Display Advanced •  CRM •  Audience  segmenta'on  based   all  offline  data •  3rd  Party  Data  Segmenta'on  of   1st  Party  Data
  14. 14. #SMX #12B Performics @Performics Data Onboarding Prepare  data  to  be   uploaded  into  LiveRamp Use  an  onboarding   partner;  connec'ng   the  offline  data  to   anonymous  cookies CRM  Database Email  Lists         (3rd  Party   Data) Create  cookie  pools  to  target   the  same  audience  online DMP Exis'ng  audience  profile   in  other  channels Use  the  traits  in  the   profile  to  find  the   audience  online Create  cookie   pools  to  for  the   audience  segment Target  audience  segments  exis'ng  in   the  CRM/3rd  party  database 1 Authen'cate  yourself 2 Online/Offline Matching Partner ü  High income ü  In market for home furnishing
  15. 15. #SMX #12B Performics @Performics Audiences Data  Management  PlaJorm (Universal  ID) Customer  Database Email  Lists Off-­‐Site   Conversions Prospects  Lists Internal  Buying   Signals Owned  Media Website Paid  Media Display Social Mobile Video Search Personally  Iden'fiable  Informa'on Visitor  ID Cookie  ID Device  ID Insights 3rd  Par'es Acxiom Excelate Others BlueKai Path  Analysis AYribu'on Personaliza'on Role of DMP in Data Flow
  16. 16. #SMX #12B Performics @Performics Guidelines for Segmentation Align  segments  across  channels  with   shared  objec'ves 1 2 Segment  by  product  intent  &  shopping  stage 3 Build  volume  with  look-­‐alikes 4 Consider  audience  size  when  priori'zing  segments Use  data  in  the  search  funnel  to   create  audience  segments Prospect Visited  Site Buy
  17. 17. #SMX #12B Performics @Performics THANK YOU! Leo.Dalakos@Performics.com Blog.Performics.com @Performics Performics.com

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