How to wine, dine and schmooze your data sets for greater customer insights and hyper-targeted display advertising. Watch the full webinar here: http://wi.st/1Q9QKjy

1. R E V Y O U R C O N V E R S I O N E N G I N E S :
Make a Date With Your Data

2. Tweet with us @VeUnitedStates #Display2Sale
Questions? We have answers. Use the question panel in GoToMeeting
Connect with us
We are recording this webinar for later playback and sharing

3. Today’s Relationship Expert
Ryan Burch
Manager, Advertising Technology Sales
10 years digital advertising industry experience
Recently joined the Ve Interactive team, previously
part of eBay Enterprise Display Retargeting
business
Managed audience / data integration for top eBay
retailers
MBA from Arizona State University (Go Sun
Devils!)
Enjoys long walks on the beach and building pivot
tables
#Display2Sale

4. Let’s Jump Back to 2015
#Display2Sale

5. #Display2Sale
Ideal Type
Making the
Match
DTR
Relationship
Killers
Defining Your End Goal & Your Ideal Customers
Today’s Agenda
The Data Types: Build Your Data Strategy
Defining the Relationship
Common Data Relationship Mistakes

6. #Display2Sale
Data
Site,
placement,
channel
performance
Conversion
analysis
Creative
conclusions
Data
integration &
synthesis
Audience
modeling &
optimization
Data
Management Platform
“DMP”
Demand Side Platform
“DSP”
Publisher/Device
Ideal Type
Defining Your End Goal – How?

7. #Display2Sale
What type of customer do you want to attract?
“In the U.S., businesses believe that at least 32 percent of their data is inaccurate”
-Experian Data Quality
Defining Your End Goal – Why?
Ideal Type

8. #Display2Sale
…or sign up for my newsletter?
…or learn more about my brand?
…or attend an upcoming event?
…or join my social media pages?
Defining Your End Goal – What?
Ideal Type

9. Defining Your End Goal – Who?
#Display2Sale
Know your customer
Know your BEST customers. Ideal
customers might not be current
customers.
Align your data strategy with your
business strategy
Use site tools, shipping data and both
subjective & objective inputs
Ideal Type

10. #Display2Sale
Making the
Match
1st Party – “Your data”
2nd Party – “Our data”
3rd Party – “Their data”
Defining Your End Goal: Where?

11. #Display2Sale
1st Party Data Sets – “Your Long-term Relationship Data”
PROS
Data is owned by whoever is using it
Cost-effective
Accurate if gathered correctly
CONS
Current data might not be relevant
Scalability
Making the
Match

12. #Display2Sale
2nd Party Data Sets – “Friends of a Friend’s Data”
PROS
Relevancy
Mutually beneficial “exchange”
More scale than 1st party (usually)
CONS
Relevancy can be issue too!
Sharing data
Quality
Making the
Match

13. #Display2Sale
3rd Party Data Sets - “The Data You Met on the Internet Dating Site”
PROS
Scale – Large data sets
Specificity
Multiple sources/vendors to choose
from
CONS
Accuracy
Relevancy
Expensive
It’s a Match!
Making the
Match

14. #Display2Sale
I Know What I Want…Now What?
Communicate! Internally & Externally
Most vendors will have access, but will specialize
in different data types & targeting
Stick to your goals. Where in the funnel are you
engaging prospects?
Connect the dots: Work to determine your
targeting mix
Site,
placement,
channel
performance
Conversion
analysis
Creative
conclusions
Data
integration &
synthesis
Audience
modeling &
optimization
DTR

15. #Display2Sale
Behavioral Targeting & Advertising Placement
Connect media targeting with expected value of data
segment/prospect group
Bid strategies should align with goals
Context matters. Right person, right place, right time.
DTR

16. #Display2Sale
Dynamic Messaging
Right message
Browser and visit behavior
Test and learn. What
creative/message drives action?
Promotional?
DTR

17. #Display2Sale
Lookalike Modeling
Expand and grow your pool.
Build targeting groups off those that
convert.
Target data segments that “look
like” those that have performed the
best.
DTR

18. #Display2Sale
Common (Data) Relationship Mistakes
Relationship
Killers
3 mistakes to avoid for a healthy long-term relationship with your data!

19. #Display2Sale
Ignoring the little things
Basic Marketing 101 principles still apply
Start with the end in mind.
Don’t forget the funnel. One strategy can
feed another strategy.
Consistency across the funnel is key.
Relationship
Killers

20. #Display2Sale
Neglecting Your Data (AKA Ghosting)
Autopilot doesn’t exist. Ensure
targeting strategy is matching with
data strategy
Nurture and refresh your data:
Update your 1st, 2nd and 3rd party
data, de-dupe consistently
Relationship
Killers

21. #Display2Sale
Assuming You’re Always Right
Never assume your data targets are
100% accurate
Don’t guess, know
Test. Test. Test
Relationship
Killers

22. #Display2Sale
Ideal Type
Making the
Match
DTR
Relationship
Killers
Let your customer data show you who to target, don’t make
assumptions about your customers #Display2Sale
Key Takeaways
1st 2nd & 3rd party data: Combine all three to get the most
accurate customer representation #Display2Sale
#Data, without action, is useless #Display2Sale
Data is not static. It’s dynamic and ever-changing…it’s needs
consistent attention to work best #Display2Sale

23. #Display2Sale
Questions?

24. VE INTERA CTIVE LTD | 580 HARRISON AVE, SUITE 401, BOSTON, MA 02118 | WWW.VEINTERACTIVE.COM /US
Happy Valentine’s Day!
Join us for our next webinar:
Travel Trends, Tips and Tactics to Drive More Conversions
March 3 at 11:00 a.m. EST
#Display2Sale
Contact Ryan:
Ryan Burch
M: (602) 432 - 9674
E: ryan.burch@veinteractive.com