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Conquering Google Display Network and Gmail Ad Targeting By Alex Sutton

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From the SMX East Conference in New York City, September 27-29, 2016. SESSION: Conquering Google Display & Gmail Ad Targeting. PRESENTATION: Conquering Google Display Network and Gmail Ad Targeting - Given by Alex Sutton - Avis Budget Group, Paid Digital Acquision. #SMX #24C

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Conquering Google Display Network and Gmail Ad Targeting By Alex Sutton

  1. 1. #SMX #24C @AlexSuttonIII Maximizing Data to Inform Direct Response Strategies Conquering Google Display Network and Gmail Ad Targeting
  2. 2. #SMX #24C @AlexSuttonIII
  3. 3. #SMX #24C @AlexSuttonIII Agenda -  Introduction -  Importance of leveraging Data -  Understanding the Travel User -  Personalizing the message to the user -  Mailbox Targeting: Approach and Results
  4. 4. #SMX #24C @AlexSuttonIII Data is at the heart of what we do
  5. 5. #SMX #24C @AlexSuttonIII Leveraging data to inform our DR prospecting -  Bespoke segments allows us to isolate potential renter segments a lot more efficiently across GDN
  6. 6. #SMX #24C @AlexSuttonIII Leveraging data to inform our DR prospecting -  Bespoke segments allows us to isolate potential renter segments a lot more efficiently across GDN
  7. 7. #SMX #24C @AlexSuttonIII Personalizing the message to the user
  8. 8. #SMX #24C @AlexSuttonIII Regularly reads Travel related blogs Browses videos of Caribbean resorts Visited a hotel site to see photos of their ocean view rooms Compared prices on a travel review site Travel Enthusiast Considering a beach vacation In-market for Travel to the Caribbean Re-engage with a users with dynamic content tailored to them 30 years old Male Earns $100K+/year Beach Lover Planning his next vacation Understanding the travel consumer online behavior
  9. 9. #SMX #24C @AlexSuttonIII Utilizing the email consumption data on travel enthusiasts -  Ability to detect Flights/Hotels/Cars Booked -  Ability to detect Travel Rewards Users -  Ability to detect frequent travelers / business travelers -  Ability to detect Life Stages
  10. 10. #SMX #24C @AlexSuttonIII Desktop peaks during the workday 12am Desktop Phone Tablet 1am 2am 3am 4am 5am 6am 7am 8am 9am 10am 11am 12pm 1pm 2pm 3pm 4pm 5pm 6pm 7pm 8pm 9pm 10pm 11pm 12am %oftotalemailmarketingopens,by device* Mobile peaks during commutes and lunch breaks Tablet peaks in the evening Source: US Email Marketing Open Share, by Device and Time of Day, 2015 Consider impact of time of day on user
  11. 11. #SMX #24C @AlexSuttonIII GSP Performance 38% 13% 12% 4% 22% 11% GSP Partner 1 Partner 2 Partner 3 Partner 4 Partner 5 -  GSP drove the major share of success compared to other prospecting partners over a 3 month period. -  When scored against each other, GSP scored second highest in efficiency. Source: DCM/Dashboard Data April 2016 – July 2016
  12. 12. #SMX #24C @AlexSuttonIII Are the bookings incremental?? GSP Source: Abakus April 2016 – July 2016 -  We know that a lot of people look at their mail inbox throughout the day -  So looking past the last touch point and a multi-touch POV, GSP was an introducer in the path to booking on 17.5% of all bookings
  13. 13. #SMX #24C @AlexSuttonIII LEARN MORE: UPCOMING @SMX EVENTS THANK YOU! SEE YOU AT THE NEXT #SMX

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