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Jason Fischer, Conversant
This document discusses the challenges that marketers face with digital media efforts, including poor audience targeting, small audiences, and inaccurate measurement. It introduces Conversant's approach to address these challenges through integrated 1:1 marketing at scale using data onboarding, device matching, and dynamic creative optimization. This approach aligns millions of data points to create a unified view of individuals and their online and offline behaviors. A case study on Staples is presented, where Conversant's solution improved match rates, drove incremental revenue lifts, and provided comprehensive campaign analytics.
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- 1. 1 © 2017,Conversant, LLC. All rights reserved. Don’t Settle for Less Improve Your Digital Media Efforts Digiday Retail Summit July 26, 2017
- 2. 22 Solving Marketer Problems Poormatch & reach rates Small audiences that don’t persist Cookies & segments; not true people-based marketing Cross-device challenges Limited profile knowledge & dynamic creative Inefficient media buying Inaccurate measurement; poor insights & reporting Your ad technology is suboptimal. The “experts” you rely on are misleading you. The way you measure success is inaccurate. Why are you settling for less?
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- 4. 44 Integrated Approach 1:1 Marketingat Scale Recognition & Reach Connecting to real people for years, wherever they are Individualized Profiles A deep understanding of every consumer Decisioning & Delivery Delivering highly relevant messages across display and video Measurement & Insights Continuously learning and optimizing
- 5. 55 Align Millions Of MovingParts 19 cookies per person 3.4 devices per person 56% will change phones this year Cookie DeviceBrowser Person Household
- 6. 6 What I Buy Online &offline purchases Where I Go Location & proximity intel What Media I Consume Websites, videos, devices Funnel Activity Prospect, loyal, lapsed, site, store Media Served Display, mobile, video, social, email, direct mail Cross-Channel Marketing Data Email, catalog, direct mail, loyalty activity & beyond Create One View Of Individuals 6
- 7. 77 Don’t Settle forLess Key Takeaways Focus on segments of one (common ID) to get more return from your media. Take an integrated approach to move your digital marketing to real time. Think full funnel to grow your customer value. Integrate intelligent media to put your customer at the center. Questions? Please contact: Jason Fischer, VP Business Development (303) 410-5164 jfischer@conversantmedia.com
- 8. 88 Case Study: Staples Results 80% matchrate 22% incremental revenue lift among lapsed site visitors Challenge Staples couldn’t reach their offline buyers online, or target at the person level. And their campaign analytics and insights were incomplete. 9% incremental revenue lift Solution Conversant accurately reached their buyers with deeply personalized messages, and provided closed-loop reporting for online and offline sales.
Editor's Notes
- #2 Don't Settle for Less: Improve Your Digital Media Efforts Overnight Spend on digital media in 2017 will surpass that of TV, radio and print combined. This makes sense, as consumers pay increased attention to their devices. However, most digital marketing efforts are lacking, when there are better ways out there to engage consumers on digital. Why are marketers settling for less? This talk will explore innovation, best practices and how to re-think ad tech. The status quo will be challenged, and you'll walk away with ideas for how to make your digital media strategies better immediately. Good morning! My name is Jason Fischer and I’m with Conversant Media. We are excited to sponsor this day and trust that you’ll come away learning a few things given the time you are investing.
- #3 I’m fortunate that I get to meet with Marketers like you every week. Usually many meetings per week. When we talk about digital I can summarize the challenges that I hear from all of you in the following buckets: Poor match/reach Small audiences that don’t scale Cookie based and not people based marketing Still trying to figure out cross-device Inefficient media buying and inaccurate measurement Trying to use common ID across digital and other Better insights on our buyers and prospects Why are you settling for less? I should at this point provide a disclaimer to the crowd that all may not apply to you, however, if one of these areas creates new thinking or provokes you to go back and ask if your team, your company is thinking about digital media strategy the right way, you are in better shape than today. Ok. So my thesis on why most Marketers are settling for Less falls into a couple of buckets The investments you are making on current ad tech stacks and point solutions are not giving you the returns. This approach is flawed The people you often rely on are failing you. No, not your own Marketing teams although there may be some experience challenges on your own teams. I’m talking about your “extended teams”, The Ad Agency and the Analysts (Gartner, Forrester). Measurement is inaccurate causing a false positive or a feared pull back of digital
- #4 Now think about your ad technology decisions. If you are like many of the Marketers I meet with, you are likely using a data onboarder, a DMP to select audiences, a DSP to buy media and you may be cobbling together a few other point solutions. There are inherent issues with this approach … and it’s the industry standard.
- #5 The way to improve your digital marketing is to take a one platform approach – talk through the 4 Pillars. Let’s dig into each of these a little deeper to understand why…
- #6 It all starts with recognition and accuracy at an ID level. What many marketers don’t understand is that keeping these five items in sync, at scale, in real time is extremely challenging. What makes it more difficult is that the average individual.
- #7 How much do you know about each individual you are targeting? You might know what they buy and what they browse from you. Do you know what they buy elsewhere? Browse elsewhere? What media they consume? Videos they view? Places they’ve been? Do you know where they sit in your funnel? Are your profiles updating in real time? If you lose this profile to cookie deletion, does all of your profile history return?