Cross-Channel Audience Insights
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Ed Blakeway - Head of Programmatic - Search Laboratory In this session, Ed will discuss how you can make it easier for your clients to buy from you. He will delve into the benefits of using Audiences within Analytics 360 to create and integrate your audiences with other platforms, including DoubleClick Bid Manager, for delivering deeper insights into how your customers behave. Ed will also show you how to target your customers with the right message at the right time, while keeping your brand safe across your digital marketing channels.
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Cross-Channel Audience Insights
- 1. © SEARCH LABORATORY LTD | ALL RIGHTS RESERVED LEEDS HQ: +44 113 212 1211 LONDON: +44 207 147 9980 NEW YORK: +1 646 473 1826 CROSS-CHANNEL AUDIENCE INSIGHTS EDWARD BLAKEWAY
- 2. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD WHO AM I? Age: 25-34 Gender: Male Parental status: Nope Job industry: Advertising Interests: Pets, food, football, travel In-Market: Another dog, trainers
- 3. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD WHO ARE YOU? Online Offline Adobe Agency In-House PPC Only Stores GDN DoubleClick AdwordsAdvanced Basic Criteo Prospecting Service Retail Affiliates Travel
- 4. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD AUDIENCES AND ANALYTICS 360
- 5. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD WHAT WE WILL COVER… Why? What? How?When?
- 6. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD WHY IS THIS IMPORTANT?
- 7. WHY ARE AUDIENCES IMPORTANT?
- 8. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD WHY IS THIS IMPORTANT? Growth ExperienceEfficiency
- 9. WHEN DO WE USE AUDIENCES?
- 10. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD YOU DON’T HAVE TO USE EVERYTHING Business data Email addresses Gender Online behaviour Browsing habits Offline behaviour Path-to- purchase Device usage Loyalty scheme Age
- 11. WHAT ARE THE OPTIONS?
- 12. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD WHAT ARE THE OPTIONS?
- 13. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD AN EXAMPLE… Goal 1 Goal 2 Goal 3 Online/offline stores Premium dog accessories Recently made the move from GA to GA360
- 14. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD AN EXAMPLE… Goal 1 Goal 2 Goal 3 New customers Frequency of purchase Increase lifetime value
- 15. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD GOAL 1: FIND ME NEW CUSTOMERS! New customer Defining attributes Behavioural trends What are their interests? Your Customer
- 16. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD INTERESTS AND DEFINING ATTRIBUTES Offline data Online data
- 17. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD GOAL 1: FIND ME NEW CUSTOMERS!
- 18. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD GOAL 1: FIND ME NEW CUSTOMERS!
- 19. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD GOAL 1: FIND ME NEW CUSTOMERS!
- 20. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD GOAL 1: FIND ME NEW CUSTOMERS! Offer A Offer B
- 21. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD GOAL 2: FREQUENCY OF PURCHASE Engage via display, email or PPC Remarketing converted users Your customer
- 22. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD KNOW YOUR AUDIENCE…
- 23. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD GOAL 2: FREQUENCY OF PURCHASE
- 24. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD GOAL 2: FREQUENCY OF PURCHASE
- 25. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD GOAL 3: INCREASE LIFETIME VALUE Engage via any means possible Personalise your approach Define and understand them Understand your key customers
- 26. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD DEFINE AND UNDERSTAND YOUR USER High Value Product insightPurchase behaviourCustomer High value
- 27. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD CUSTOMISE
- 28. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD DEFINE AND UNDERSTAND YOUR USER DormantProduct insightCustomer
- 29. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD
- 30. HOW ELSE CAN YOU LEARN MORE?
- 31. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD REVEAL THE BENEFITS OF EVERY CHANNEL 0.05% - 0.10% Industry average CTR
- 32. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD REVEAL THE BENEFITS OF EVERY CHANNEL
- 33. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD WHAT ELSE IS YOUR CUSTOMER DOING?
- 34. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD THERE IS A PLACE FOR FACEBOOK… UTM Parameters
- 35. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD NEXT STEPS Optimise TestRepeat
- 36. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD WHY IS THIS IMPORTANT? Growth ExperienceEfficiency
- 37. QUESTIONS?
Editor's Notes
- Before I start a talk about “Audiences” I figured it would be a good idea to give you an idea of who I am. I am Ed Blakeway I am Head of Programmatic at Search Laboratory, responsible for the display, video and social buying teams My interests include Food Travelling Animals And my dog buddy.
- Now it’s your turn…who are you? Show of hands, who here is currently using Standard Analytics? Is anyone using something other than Google Analytics? How many of you are doing some form of display advertising? Stores as well as Online?
- So how does GA360 come into this? Well, many of you will be curious about what 360 can offer? How you can use it? Today is about highlighting the additional value 360 can bring, the missing pieces if you like. So many businesses are seeing a fraction or a sampled view of reality, so today I will go through the benefits it can bring when identifying, measuring and reacting to your audiences.
- Why is this important? Well, I need to know that you have some idea of what I’m going to be talking about? It helps that you guys have signed up because that is an early sign that you do…that is what todays talk is all about. Tailoring everything you do to your audience. All come from different industries, do different things, some potentially in different languages and ultimately have different audiences. Understanding them is one thing but finding them is another task altogether, knowing whether they’re a dog or a bagel…or a prospect or simply not interested, these are every day challenges every business will face.
- Obviously today is talking about GA360 so everything will be discussed with this in mind and I honestly feel that Audiences are the link between everything you’ve heard about today. Whether that’s reporting, integrations, activation or growing a business online. For me, the 3 key reasons why this is important are Money, the more you understand, the more money you will save and make. Growth, the clearer it becomes and the more you do to reach more of the same, the more growth you will experience Experience, we live in an ad-blocking, ad-bashing, big-brother world where everyone is frustrated to some extent with annoying, irrelevant adverts an content. Failing to adapt will lead to poor experiences and set you back.
- Knowing when to use audiences is fundamental to the success of any business, it may sound simple but when a business has so much information the tendency is to want to use everything…don’t. To utilise these tools and to succeed online whether this is your site as a whole or the advertising you are doing, pick what is right to solve your business goals
- When it comes to overcoming business challenges, using GA360 as a primary tool there is far more you can do than this, however, today I will be focussing on how you can use 360 to improve the performance of your website via Optimise360, Adwords (in terms of search or display) and DoubleClick Bid Manager for those of you who buy advertising programmatically.
- Today I will talk about a fictitious pet shop, Wagtailz.com they are a thriving business but don’t want to slow down. These goals aren’t unique to retails, I would imagine everyone in this room would love to have more customers, have them convert more often and use you more over time.
- This shop want new customers…who doesn’t? They want them to buy more, they want to create a sense of loyalty that is infectious so they draw even more customers in over time.
- One of the key advantges of 360 is the ability to combine your offline data and your online data to get a good understanding of your customer, what they enjoy, what their browsing habits are like and what they like to do when they’re not shopping for dog food.
- Using Analytics 360 and AdWords you can also create promotional messaging specifically for those who have not been on the site before, as well as combining this with the audiences you know match your client the most. To improve this a little more you can have consistent messaging across all sources and change creative dynamically based on those who haven’t been on your site before too. One point worth mentioning is that you can push the audiences through from Optimise into Adwords or your Display platform to ensure the messaging remains constant
- The same goes for programmatic display, taking these audiences and applying it to display means that we can now reach people that are almost identical to those who bought both online and offline. You can proactively seek new customers rather than rely upon demand via PPC.
- And when you get new customers, you can adjust the site too. Using Optimize360 we can adjust the content of the page based on what they have seen previously, one of the key features of optimise360 is to be able to push the segments from the site to the other advertising channels. When I get new customers…make changes using optimise360 (PROMO led)…create more than one iteration if you want! Test whether certain gifts or promotions work better than others.
- one of the key features of optimise360 is to be able to push the segments from the site to the other advertising channels.
- Understanding just a “Converter” is one thing, however to really hone in on those who are most likely to purchase again you may want to work out exactly what kind of person converts best. Not going to walk through this but you can check this by channel and have a different approach for each…in this example I found that the best performing audience for display were females that were aged 18-24 that had an interest in pets/dogs. We don’t want to speak to someone too soon after purchasing so we want to wait at least 7 days and only speak to those who have engaged at least 3 times since.
- Once we have this audience defined…we push this to Programmatic display…or Adwords and drive people to site with specific messaging. I have for this example included promo codes but that is no hard and fast rule, whatever you feel is most appropriate for your business
- One of the key reasons why we use audiences is down to the experience, there is a fine line between personalised and creepy but.
- Using pauls custom segments, custom metrics and custom dimensions.
- Customer Spends £100+ every 2 months around pay day Buys for Large and Small Dogs High Value
- Customer Spends £100+ every 8-10 weeks Buys for Large and Small Dogs dormant
- In an age where Programmatic is If you know where your customers are most likely to convert this
- Obviously today is talking about GA360 so everything will be discussed with this in mind and I honestly feel that Audiences are the link between everything you’ve heard about today. Whether that’s reporting, integrations, activation or growing a business online. For me, the 3 key reasons why this is important are Money, the more you understand, the more money you will save and make. Growth, the clearer it becomes and the more you do to reach more of the same, the more growth you will experience Experience, we live in an ad-blocking, ad-bashing, big-brother world where everyone is frustrated to some extent with annoying, irrelevant adverts an content. Failing to adapt will lead to poor experiences and set you back.