Deck from the Seattle Search Meetup at the Moz complex on February 11, 2015

1. 1 Information contained herein is property of HackerAgency and is strictly confidential.
MOVING BEYOND BEHAVIORAL
Offline to Online Targeting in a Multi-Channel/Multi-Device World

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1986Founded 4HubsEmployees300+

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+DIRECT MARKETING
+CUSTOMER ACQUISITION
+CUSTOMER LIFECYCLE MARKETING (CRM)
+DIGITAL & SOCIAL MARKETING
+MULTI-CHANNEL SALES ATTRIBUTION
SPECIALTIES

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Our clients are partners

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WHAT ARE WE TALKIN’ ABOUT?
• Targeting an audience vs optimizing a channel
• Connecting digital systems
• Leveraging search buying signals
• Following the prospect across devices
• How to translate offline data to online results

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AUDIENCE
PLANNING
TOOLS

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AUDIENCE SEGMENT TOUCH POINT MAP
First Eligible
Seniors entering
Medicare eligibility
Experience Triggers
- Age-in at 65
- Start mktg at 64
- Special needs
- Start mailing 6
months ahead
Customer Types
- Low income
- Retired/Retiring
- On-going worker
- Special needs
Phase
(Time Frame)
Awareness
(6 - 18 months)
Research
(3 months)
Choice Reduction
(1 month)
Purchase
(1 week)
Customer
Goal
What are the questions
customers ask at each
stage? From general to
specific
Key Triggers,
Buy Signals
What keywords,
behaviors, offline
triggers, etc. indicate
interest?
Key
Channels
Which marketing
channels have the
biggest impact per
stage?
Key
Identifiers
What are the unique
identifiers – cookies,
email address, etc. –
that the channels for
that stage use

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WEBSITE ANALYTICS
www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html

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DIFFERENT SIZE/INDUSTRY/COUNTRY
www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html

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FACEBOOK EXCHANGE

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TACTIC #1
LEVERAGE
SEARCH
KEYWORDS

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Best Case Scenarios
• Top paid result + top organic result = ~40% CTR
• Top paid result only = ~5% CTR
• Top organic result only = ~30% CTR
Worst Case Scenario
• You don’t show up at all in either = 0% CTR
WE KNOW SEARCH IS AWESOME, BUT

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YOUR KEYWORD LIST = BETTER TARGETING
• Data from 8 billion searches – including data on Google searches
• Associate cookies to search terms
• Leverage current keyword list
• Message searchers that did or didn’t click on your ads
Medicare insurance

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TACTIC #2
CROSS
DEVICE
MARKETING

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IT’S A MULTI-SCREEN WORLD

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A COMMON CROSS DEVICE FLOW
MOBILEAD
starts shopping journey
RESEARCH
on tablet
in front of TV
COMPLETE
purchase
on laptop

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DEVICEGRAPH

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TARGETTHESAME
PROSPECTACROSSDEVICE

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CROSS DEVICE MEASUREMENT
2.5X Conversions
On Computer
2.6X Conversions
On Computer

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TACTIC #3
OFFLINE TO
ONLINE
TARGETING

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CONNECTING DIGITAL SYSTEMS
Media
Delivery
Systems
Prospect/
Customer
Database
Websites
Mobile +
Desktop
Marketing Source Codes
On Destination URLs
Tracking Tags on Website
Pass Through Marketing
Source Codes
Addressable Media
+ List Driven
Mailing Address
Phone Number
Email
Direct Mail
Email
List Driven Digital
Call Centers Retail Stores Other Channels

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HOW OFFLINE TO ONLINE WORKS
Data Safe Haven
Street Address
Phone Number
Email Address
Any Channel
Matchback
Data Process

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LIST DRIVEN DIGITAL PRO’S AND CON’S
Pro’s
• Leverages offline data
• Extends life of data models
• Provided definitive lift metrics
across sales channels
• Sales channel agnostic
• Optimizes media targeting
Con’s
• More expensive on both a
CPM and process basis
• Harder – more data work
• Doesn’t optimize channels

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WRAP IT UP!
• Dig into the buyer’s journey
• Set expectations at the buy stage level
• Leverage as many of the buying signals as
possible in the appropriate channels
• Connect as many systems as possible
• Utilize offline and online data in a privacy
centric, but measurable program

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THANK YOU!
• HMU with questions, comments, etc.
– Scott.fasser@hal2.com
• We’re hiring!
– Check our job board for openings – www.hal2l.com
– Especially interested in a Media Coordinator 