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Tying Data with Personas for Better Personalization By Brian Sim


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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: Tying Data with Personas for Better Personalization - Given by Brian Sim, @briansim, Senior Product Marketing Manager - Marin Software. #SMX #25B

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Tying Data with Personas for Better Personalization By Brian Sim

  1. 1. #SMX #25B @briansim Tying Data with Personas for Better Personalization Brian Sim, Marin Software
  2. 2. #SMX #25B @briansim §  The problem with programmatic personalization §  Three steps for more cohesion between data + insights §  The results of a cohesive approach Agenda
  3. 3. #SMX #25B @briansim Personalization is more than just putting pieces of a puzzle together
  4. 4. #SMX #25B @briansim Data, alone, doesn’t make it any easier ©"LUMA"Partners"LLC"2015 SEARCH'LUMAscape SEO Platforms / Tools Search Agencies Agencies " SEM Tools " Media Planning & Attribution Search Engines Global Verification Web Analytics Search Retargeting Search Networks / Syndication Search Analytics Regional Vertical Local " " " " M A R K E T E R C O N S U M E R " Denotes acquired company Denotes shuttered company
  5. 5. #SMX #25B @briansim Catching SCIENCE up to the ART Needs Goals Aspirations
  6. 6. #SMX #25B @briansim Designing Better Creative
  7. 7. #SMX #25B @briansim Step 1: Know your audience Credit: Sunni Brown
  8. 8. #SMX #25B @briansim Step 2: Categorize data in useful, actionable ways COLLECT DATA ANALYZE INTENT SIGNALS Intent vs. Value MAP AUDIENCES DELIVER AND OPTIMIZE Social Second-Party Behavioral Search Intent Revenue Lower Intent, Lower Value High Intent, High Value High-value Prospects
  9. 9. #SMX #25B @briansim §  Effective dynamic advertising involves more than just mixing and matching images and copy Step 3: Speak the right language
  10. 10. #SMX #25B @briansim A Case Study
  11. 11. #SMX #25B @briansim §  Personalization is a key part of the user experience MR PORTER is an online retailer specializing in luxury menswear
  12. 12. #SMX #25B @briansim §  Wanted to increase market share by disrupting their audience’s shopping habits They have a deep understanding of their ideal customers
  13. 13. #SMX #25B @briansim §  MR PORTER leveraged second-party partner data to identify new customers Travel FMCG Autos Publishers Understanding the customer meant accounting for media preferences
  14. 14. #SMX #25B @briansim PUBLISHER PUBLISHER PUBLISHER We developed compelling, product and content-led creative designs
  15. 15. #SMX #25B @briansim We Blew Away Historic Benchmarks 70% Greater CTR vs. historical 15% Higher AOV vs. average 5.8xMore efficient eCPC vs. target Lower CPM vs. historical 3.7x ROI vs. average 3.23
  16. 16. #SMX #25B @briansim THANK YOU! SEE YOU @SMX WEST SAN JOSE, CA MARCH 1-3, 2016