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Personalized Ad Experiences Through Retargeting Matt Miller

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From the Search Marketing Expo - SMX East Conference in New York City, NY, September 29 - October 1, 2015. SESSION: Personalized Ad Experiences Through Retargeting. PRESENTATION: Personalized Ad Experiences Through Retargeting - Given by Matt Miller, @performics, VP, Digital Strategy - Performics. #SMX #25B

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Personalized Ad Experiences Through Retargeting Matt Miller

  1. 1. #SMX #25B Performics @Performics PERSONALIZED AD EXPERIENCES THROUGH RETARGETING
  2. 2. #SMX #25B Performics @Performics Agenda Retarge'ng  Challenges 1 Ma0  Miller SVP,  Analy+cs  &  Technology   Eleva'ng     Retarge'ng 2 A Global Performance Marketing Agency  
  3. 3. #SMX #25B Performics @Performics RETARGETING CHALLENGES
  4. 4. #SMX #25B 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 #25B Performics @Performics Targeting through the Consumer Journey: 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 #25B Performics @Performics But the Road to the Ideal Experience is Complex Image source: IAB
  7. 7. #SMX #25B Performics @Performics Controls  required  when  working   with  mul'ple  networks: •  Focus  on  unique  inventory •  Use  a  DMP  to  manage  reach  &   frequency  by  audience •  You  split  the  retarge'ng  cookie/ device  pool  into  separate  audiences   with  a  control Mul'ple  Networks  &  DSPs Best Practices: Experience Optimization •  Funnel  approach  to   audience  segmenta'on •  Funnel  approach  crossed   tab  with  content  based   personae Audience  Segmenta'on •  Recency •  Frequency •  Audience   segmenta'on •  Site  exclusions Op'miza'on
  8. 8. #SMX #25B Performics @Performics ELEVATING RETARGETING
  9. 9. #SMX #25B Performics @Performics Start with Use Cases Remarket  off  of  many  complex  behaviors,  without  complex  tagging 1 2 Churn  has  been  high:  reach  lapsed  customers  and  those  with  high   predicted  a0ri'on  rates 3 You  have  a  compelling  offer  for  loyal  customers:  focus  on  incremental  orders 4 Manage    across  mobile  &  desktop 5 Track  your  customers  across  digital  &  physical
  10. 10. #SMX #25B Performics @Performics Evolve methods over time Basic •   Site  &  App  Visitor •     Conversion  Funnel •     Audience  segments  based  on      site  behaviors Intermediate •  Media  Interac'ons •  Impressions  &  Clicks •  Sequences  of  Media   Touchpoints Advanced •  CRM •  Audience  segmenta'on  based   offline  data •  3rd  Party  Data  Segmenta'on  of   1st  Party  Data •  Modeled  segmenta'on  based   on  likelihood  to  convert
  11. 11. #SMX #25B Performics @Performics Integrate offline data Prepare  data  to  be   uploaded  into  onboarder 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
  12. 12. #SMX #25B Performics @Performics Audiences Data  Management  Plaorm (Universal  ID) Customer  Database Email  Lists Off-­‐Site   Conversions Prospects  Lists Internal  Buying   Signals Owned  Media Website Paid  Media Display Social Mobile Video Search Visitor  ID Cookie  ID Device  ID Insights 3rd  Par'es Acxiom Excelate Others BlueKai A0ribu'on Personaliza'on Manage Audience Strategy via Technology Onboarder
  13. 13. #SMX #25B 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
  14. 14. #SMX #25B Performics @Performics THANK YOU! Matt.Miller@Performics.com Blog.Performics.com @Performics Performics.com

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