Uncovering The Real ROI
of Demand Creation Campaigns
Digiday Brand Summit Utah
December 9, 2013

Monday, December 9, 13
Demand Creation Drives Profitable Growth
Confidential & Proprietary

Find High Quality New Customers
Data Types

Funnel St...
TruSignal’s Data-Driven Demand Creation Solution
Confidential & Proprietary

3
Monday, December 9, 13
TruSignal’s Data-Driven Demand Creation Solution
Confidential & Proprietary

Audience Development

00
11
0
1 0
110 10 0
1
...
TruSignal’s Data-Driven Demand Creation Solution
Confidential & Proprietary

Audience Development

00
11
0
1 0
110 10 0
1
...
TruSignal’s Data-Driven Demand Creation Solution
Confidential & Proprietary

Audience Development

00
11
0
1 0
110 10 0
1
...
Challenge: Measuring ROI for Demand Creation
Confidential & Proprietary

Demand creation requires repeated exposure to the...
What is Net Incrementality?
Confidential & Proprietary

Net Incrementality is the measurement of new customers
acquired by...
NIA Part I: Audience Division
Confidential & Proprietary

Phase 1
Divide advertiser audience into two truly
random subgrou...
NIA Part II: Execution
Confidential & Proprietary

Phase 2
Launch Test Campaign to Test Group
All new customer sales data
...
NIA Part III: Analysis
Confidential & Proprietary

Phase 3
TruSignal Matches New Customers
to Control and Test Groups

T
C...
Case Study: NIA for Education Client
Confidential & Proprietary

Client Overview:
‣ Top

10 for-profit education client wi...
Case Study: Education Demand Campaign NIA
Confidential & Proprietary

Results
‣ Test

group produced better quality (2.4% ...
Thank You!
Confidential & Proprietary

Discover Your Ideal Audience
Jeremy Longinotti
CRO
www.tru-signal.com
jlonginotti@t...
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Tech Talk with TruSignal: Uncovering The Real ROI of Demand Creation Campaigns

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Measuring results for digital direct response campaigns, intended to convert existing in-market demand, is well established. What about campaigns targeted to desirable prospects earlier in the purchase cycle? These campaigns influence new customers you wouldn’t otherwise reach and drive them down the funnel toward purchase. However, complex buy cycles and multiple, cross-device consumer touch points render existing tracking and measurement mechanisms incomplete to demonstrate this impact. How can you provide a real ROI to your executive team to understand the impact your campaigns are having on business growth? Attend this Tech Talk to hear a case study of how one marketer has adopted a test and learn approach for digital campaign measurement. Learn how they are driving profitable business growth using digital media — regardless of sales channel or path to purchase.

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Tech Talk with TruSignal: Uncovering The Real ROI of Demand Creation Campaigns

  1. 1. Uncovering The Real ROI of Demand Creation Campaigns Digiday Brand Summit Utah December 9, 2013 Monday, December 9, 13
  2. 2. Demand Creation Drives Profitable Growth Confidential & Proprietary Find High Quality New Customers Data Types Funnel Stage Tactics WHO DATA PROFILE Branding Build Future Demand PROFILE + CONTEXTUAL IN-MARKET Demand Creation Create New Demand Conversion Fulfill Existing Demand WHAT DATA $ 2 Monday, December 9, 13 $ $ Sponsorships Demo Targeting Site Composition Targeting Contextual & Demo Targeting Email Campaigns Search, Behavioral & Retargeting
  3. 3. TruSignal’s Data-Driven Demand Creation Solution Confidential & Proprietary 3 Monday, December 9, 13
  4. 4. TruSignal’s Data-Driven Demand Creation Solution Confidential & Proprietary Audience Development 00 11 0 1 0 110 10 0 1 011 1 0 0 0 011 1 00 0 0 01 0 Monday, December 9, 13 0 01 0 111 010 111 3 0 1 Party Data 01 st 01 0 00 1 01 0 01 10 1 0 1 010 11 11 01 01 11 010 11 1 0 0 01 00 0100 11 100 1 11 110 110110 110 10 1 0 00 11 110 0 01 0 011 0 0 1 11100 0 01 0 1 1 01 0 0 1 0 0 1 10 10 110 100 10 0 Build Your Custom Targeting Audience 1 Offline 3rd Party Profile Data Predictive Analytics Users Available for 1:1 targeting
  5. 5. TruSignal’s Data-Driven Demand Creation Solution Confidential & Proprietary Audience Development 00 11 0 1 0 110 10 0 1 011 1 0 0 0 011 1 00 0 0 01 0 0 01 0 111 010 111 0 1 Party Data 01 st 01 0 00 1 01 0 01 10 1 0 1 010 11 11 01 01 11 010 11 1 0 0 01 00 0100 11 100 1 11 110 110110 110 10 1 0 00 11 110 0 01 0 011 0 0 1 11100 0 01 0 1 1 01 0 0 1 0 0 1 10 10 110 100 10 0 Build Your Custom Targeting Audience 1 Offline 3rd Party Profile Data Predictive Analytics Users Available for 1:1 targeting Campaign Management Target Audience Across Channels 3 Monday, December 9, 13
  6. 6. TruSignal’s Data-Driven Demand Creation Solution Confidential & Proprietary Audience Development 00 11 0 1 0 110 10 0 1 011 1 0 0 0 011 1 00 0 0 01 0 0 01 0 111 010 111 0 01 01 1 01 0 00 0 01 10 1 0 1 010 11 11 01 01 11 010 11 1 0 0 01 00 0100 11 100 1 11 110 110110 110 10 1 0 00 11 110 0 01 0 011 0 0 1 11100 0 01 0 1 1 01 0 0 1 0 0 1 10 10 110 100 10 0 Build Your Custom Targeting Audience 1 Offline 3rd Party Profile Data st 1 Party Data Predictive Analytics Users Available for 1:1 targeting Measuring Results Understand Incremental Impact Target Audience Across Channels 2013 Campaign Results 100 75 25 Monday, December 9, 13 112.5 50 3 150 75 37.5 0 Q1 Q2 Q3 Q4 0 Q1 Q2 Campaign Management Q3 Q4
  7. 7. Challenge: Measuring ROI for Demand Creation Confidential & Proprietary Demand creation requires repeated exposure to the same audience over a period of weeks Once the initial interest is created, consumers will follow many different paths to conversion Influence of Prospecting 10% 9% 37% 9% 15% 20% % of view-through conversions by last-click channel source 4 Monday, December 9, 13 Search Call Center Retargeting Branch Visit Mobile CTC Prospecting Prospecting fuels all other channels 10% of conversions were from last click-through Remaining 90% were driven through other channels
  8. 8. What is Net Incrementality? Confidential & Proprietary Net Incrementality is the measurement of new customers acquired by a specific digital campaign who would not have converted in the absence of the campaign. Net Incrementality Analysis answers the question: “If I spend $10,000 on this campaign, exactly how many net new customers will I acquire? 5 Monday, December 9, 13
  9. 9. NIA Part I: Audience Division Confidential & Proprietary Phase 1 Divide advertiser audience into two truly random subgroups for A/B testing T C 9 8 9 9 8 9 8 9 9 9 9 8 8 9 9 9 9 All Users 8 Test Group 9 9 9 9 9 8 9 8 9 9 9 8 8 9 9 9 9 8 Control Group 6 Monday, December 9, 13 9
  10. 10. NIA Part II: Execution Confidential & Proprietary Phase 2 Launch Test Campaign to Test Group All new customer sales data is collected during campaign period T C 9 8 9 9 9 9 8 9 9 7 Monday, December 9, 13 Phone Search Direct Mail TV Sales! 8 8 9 Test Campaign Ad 8 9 9 9 9 9 9 In-Store Website 8 In all other aspects Test and Control group members are treated identically, including exposure to your other marketing campaigns. New Customer CRM Database
  11. 11. NIA Part III: Analysis Confidential & Proprietary Phase 3 TruSignal Matches New Customers to Control and Test Groups T C 9 8 9 9 8 8 9 150 new customers matched to original test group 9 9 New Customer Data from CRM 9 8 8 9 9 8 112 new customers matched to original control group 8 Monday, December 9, 13 Net Incrementality Analysis answers the question: How many of my new customers would not have converted without the test campaign?
  12. 12. Case Study: NIA for Education Client Confidential & Proprietary Client Overview: ‣ Top 10 for-profit education client with bachelor’s programs ‣ Bottom-funnel strategies tapped out: search, retargeting, behavioral, lead buying ‣ Enrollments secured via various channels: online, lead sellers, affiliates, TV, radio, call centers, and campus recruiting Challenges Presented: ‣ How to reach potentially profitable students who aren’t currently seeking a bachelor’s program? ‣ How to measure the impact of demand creation on new enrollments? TruSignal Solution: ‣ Built custom enrollment propensity audience based on existing students ‣ Executed 30-day RTB bidded display campaign using DSP platform ‣ Performed Monday, December 9, 13 Net Incrementality Analysis (NIA) using a carefully controlled A/B test
  13. 13. Case Study: Education Demand Campaign NIA Confidential & Proprietary Results ‣ Test group produced better quality (2.4% vs 2.8% enrollment rate) ‣ Test campaign generated 34 incremental enrollments Population Size Leads Enrollments Enroll Rate Control 2,500,000 6895 170 2.4% Test 2,500,000 7211 204 2.8% 316 34 Incremental Cost per incremental enrollment = $1,765 < $3,000 (target) 10 Monday, December 9, 13
  14. 14. Thank You! Confidential & Proprietary Discover Your Ideal Audience Jeremy Longinotti CRO www.tru-signal.com jlonginotti@tru-signal.com Monday, December 9, 13 twitter: @ trusignal

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