The document discusses using customer behavior data to better target customers through digital marketing. It notes that traditional segmentation models need to be rethought as markets are now scattered online in communities. It proposes tagging customers based on their data to inform targeted strategies, working with partners to understand customer relationships to brands from site access, and optimizing experiences with relevant messages to decrease customer acquisition costs and increase effectiveness.

1. Using customer behaviours
to deliver results
How digital can redefine targeting
Phil Smith
Managing Partner | Ideagarden Australia’s Only
Dedicated Email
Marketing Summit
November 6th-7th
Royal Pines Resort
Gold Coast
Australia

2. Our view of the
world has
changed

3. Markets are scattered -
communities now
define us online

4. Segmentation models need to be re-thought

5. All customer present
opportunities – of some form

6. How we view contribution
and value needs to be
reconsidered

7. Simply doing what has
already been done
won’t work any more.

8. SOME FUNDAMENTALS…

9. Source: Drayton Bird

10. Curiosity

12. DEMOGRAPHICS ARE
BECOMING IRRELEVANT

13. CONTENT IN THE CONTEXT
OF THE TARGET AUDIENCE

16. IT’S NOW ALL ABOUT REACHING
THE CUSTOMERS WHO COUNT
NOT
COUNTING THE CUSTOMERS
YOU REACH

17. OK, so how do we get to the people we need to?

18. Can’t we identify those who visit our sites, respond to
campaigns, interact with us?

19. Then we can deliver specific messages to them
as they present themselves – or we target them

22. Great product – but I am already a customer

23. My details – completed on a site accessed
on a regular basis

24. Including details on
the products I have

26. EFFECTIVE USE OF AD
BUDGET?
PERHAPS NOT.

28. Check the product
details area….

30. HOW WOULD A BEHAVIOURAL STRATEGY
IMPACT THIS?
• Tag customers – use data to inform the strategy
• Work with your media, creative and ad-serving partners to
identify those accessing the site’s relationship to the brand
• Optimise the experience by delivering relevant messages
• Watch costs per acquisition decrease and campaign
effectiveness increase…

32. Thanks
email: phil@ideagarden.com.au
twitter: phillipsmith
Slideshare: http://www.slideshare.net/philatideagarden