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Bt Nyc Final

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Bt Nyc Final

  1. 1. Who’s In Your Crowd? Mom and Blogger Wine Collector Investment Banker Subscribes to Travel & Leisure Triathlete
  2. 2. Targeting Roadmap <ul><li>Discover Segments & Affinities </li></ul><ul><li>Hypothesize Relevance </li></ul><ul><li>Create & Develop </li></ul><ul><li>Test & Validate </li></ul><ul><li>Monitor </li></ul>
  3. 3. Thick Slices = High Impact
  4. 4. Thick Slices = High Impact Provide Large Data Sets for Confidence Small Lifts Make a Big Impact
  5. 5. <ul><li>Behavior </li></ul><ul><li>new </li></ul><ul><li>return </li></ul><ul><li>click path </li></ul><ul><li>usage </li></ul><ul><li>context </li></ul><ul><li>Temporal </li></ul><ul><li>time </li></ul><ul><li>day </li></ul><ul><li>season </li></ul><ul><li>recency </li></ul><ul><li>frequency </li></ul><ul><li>Environment </li></ul><ul><li>ip </li></ul><ul><li>language </li></ul><ul><li>os </li></ul><ul><li>resolution </li></ul><ul><li>browser </li></ul><ul><li>Source </li></ul><ul><li>natural search </li></ul><ul><li>ppc </li></ul><ul><li>email </li></ul><ul><li>direct </li></ul><ul><li>display </li></ul><ul><li>affiliate </li></ul>
  6. 6. Case Studies in Targeting
  7. 7. Source Targeting > Google Spanish Language Google uses URL parameter “hl” to represent a visitors host language. “ hl=es” represents Spanish Language Google
  8. 8. Source Targeting > Google Spanish Language Control Targeted Content
  9. 9. Results > Targeting Google Spanish Language 163% Lift in Engagement +163% CTR!
  10. 10. Results > Targeting Google Spanish Language 47% Lift in Conversion Rate +47% CR!
  11. 11. Results > Targeting Google Spanish Language 7% Lift in Revenue Per Visitor (RPV) +7% RPV!
  12. 12. Targeting Category Affinity
  13. 13. Results > Targeting Affinity Targeted Content Based on Affinity
  14. 14. Targeted Category Drives Engagement Guitars +17% CTR Bass +74% CTR Keyboards +26% CTR Drums +52% CTR DJ +32% CTR Recording +30% CTR Live +82% CTR Band +18% CTR
  15. 15. And Increases Revenue Per Visitor Guitars +17% CTR Bass +74% CTR Keyboards +26% CTR Drums +52% CTR DJ +32% CTR Recording +30% CTR Live +82% CTR Band +18% CTR Aggregate RPV Increase of 15%!
  16. 16. Targeting Intent with Reinforcement genre search result
  17. 17. search result genre Targeting Intent with Reinforcement
  18. 18. Results >Targeting Intent with Reinforcement Recipe Visitors CR Lift RPV Lift Search Result - Control 37,987 1.27 -- -- Search Result - Targeted 43,973 1.99 48.35% 71.38% Genre - Control 221,227 1.34 -- -- Genre - Targeted 220,736 1.37 1.93% 2.99%
  19. 19. <ul><li>Paco Vinoly - Chief Creative Officer, OTTO Digital </li></ul>Targeted Creative
  20. 20. <ul><li>optimizeandprophesize.com </li></ul><ul><li>ottodigital.com/blog </li></ul><ul><li>thesiteisdead.com </li></ul>THANK YOU! Many More Thoughts on Targeting...

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