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Sequential Ad Messaging and Customer Centricity

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From the SMX West Conference in San Jose, California, March 3-5, 2015. SESSION: Deep Dive: Audience Segmentation For Retargeting ROI. PRESENTATION: Sequential Ad Messaging and Customer Centricity - Given by Manny Rivas, @mannyrivas - aimClear, Online Advertising Director. #SMX #24B

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Sequential Ad Messaging and Customer Centricity

  1. 1. March 4, 2015 Sequential Ad Messaging & Customer Centricity Manny Rivas VP of Account Management @mannyrivas
  2. 2. classicscenario @mannyrivas #SMX #24B
  3. 3. searchmarketingexpo.com @mannyrivas #SMX #24B
  4. 4. searchmarketingexpo.com @mannyrivas #SMX #24B @mannyrivas #SMX #24B
  5. 5. searchmarketingexpo.com @mannyrivas #SMX #24B
  6. 6. 6 Funnel Needs To: • Demystify • Serve • Remove Barriers @mannyrivas #SMX #24B
  7. 7. @mannyrivas #SMX #24B
  8. 8. @mannyrivas #SMX #24B
  9. 9. @mannyrivas #SMX #24B
  10. 10. MASTERING THE MECHANICS mastering the mechanics
  11. 11. •Begin by segmenting data •Learn user’s path to desired actions •Design user context messaging •Remember: hyper-segmentation requires mad amounts of data •Build desired & undesired user/session lists •Be mindful of user experience & ad message frequency Overview @mannyrivas #SMX #24B
  12. 12. •Audit site usage apart from building lists •Understand how desired traffic interacts with the site over multiple sessions data segmentation @mannyrivas #SMX #24B
  13. 13. sessions vs. users @mannyrivas #SMX #24B
  14. 14. focus on the user @mannyrivas #SMX #24B
  15. 15. •Audit site usage apart from building lists •Understand how desired traffic interacts with the site over multiple sessions data segmentation @mannyrivas #SMX #24B
  16. 16. “…if you focus on a relationship, rather than a connection, you will get better business results.” Avinash @mannyrivas #SMX #24B
  17. 17. behavior (sessions, days since last session, transactions, duration) @mannyrivas #SMX #24B
  18. 18. time to purchase @mannyrivas #SMX #24B
  19. 19. @mannyrivas #SMX #24B
  20. 20. @mannyrivas #SMX #24B
  21. 21. @mannyrivas #SMX #24B
  22. 22. searchmarketingexpo.com @mannyrivas #SMX #24B

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