The document describes Echte Liebe, a German digital marketing agency. It was founded in 2014 and has 26 employees across offices in Cologne, Berlin and Frankfurt. The agency specializes in programmatic advertising, data intelligence, and strategic marketing. The rest of the document discusses programmatic creativity and how using data and custom segments can help target audiences more effectively and generate higher returns through increased site visits and lead generation. Case studies are provided showing improved key performance indicators.

1. PROGRAMMATIC MARKETING
AGENCY
„PROGRAMMATIC CREATIVITY -
RELEVANZ & MARKENERLEBNIS DURCH KREATIVE
DATENSTEUERUNG“

2. 12.10.2018 © 2018 ECHTE LIEBE – Agentur für digitale Kommunikation UG 2
• Founded in 2014
• Owner-operated
• Independent
• Team of 26
• Offices in Cologne, Berlin,
Frankfurt/Main, Miami
• Audit
• Strategic Marketing
• Data Intelligence
• Programmatic Advertising
• Co-Chair Focusgroup
Programmatic Advertising
• Co-Chair Ressort Data Economy
• FOMA Agency
ABOUT ECHTE LIEBE

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ABOUT ME
CADREON
BVDW
9 years of programmatic
mexad /
DataXu
GDM digital
Echte Liebe

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PROGRAMMATIC CREATIVITY
„RELEVANZ & MARKENERLEBNIS
DURCH KREATIVE
DATENSTEUERUNG“

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PROGRAMMATIC CREATIVITY

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PROGRAMMATIC CREATIVITY
ADVERTISING

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DATA DRIVEN MARKETING?
BIG DATA – THE NEW OIL? ;)
MARKETING AUTOMATION?
A.I.?
OR JUST A KIND OF ADVANCED
MEDIA BUYING?

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PROGRAMMATIC CREATIVITY

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CRAZY PEOPLE?
FANCY ASSETS?
NICE AND HANDSOME ADVERTISING
MATERIAL?
OR JUST DYNAMIC CREATIVES?

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WHAT EVER
¯_(ツ)_/¯

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LET‘S START WITH STEREOTYPES.

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EXERCISE!

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THE CREATIVE
THE NERD
THE HIPSTER
THE DECISION MAKER

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THE MASSIVE PROBLEM:
YOUR INDIVIDUAL STEREOTYPES
BECOME THE BASIS FOR TARGETING!

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Targeting

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CATEGORY VS. MICRO
INTERESTS

17. CATEGORY VS. MICRO INTERESTS
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Editorial content
• Sports
• Automotive
• Lifestyle
• Beauty and Fashion

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Consumer interests are highly diverse and typical semantic models of individuals
are characterized by thousands of words that appear in different frequencies
SEMANTIC DATA (EXAMPLE)

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IMPORTANT IN REGARDS OF
TARGETING, DATA DRIVEN
CREATIVITY &
PROGRAMMATIC BUYING:

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FENCES
FIELDS
MEDIAN

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THE CUT OFF

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CHALLENGE!

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ALL STAKEHOLDER!
NO SILOS!
AND: LET IT GO!

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BECAUSE:

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Data based audience targeting
Dynamic messaging across
purchase pathways
Specific insights that guide
programmatic and search
PROGRAMMATIC IS BUILD
FOR DYNAMIC MARKETING

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MANAGE UTILIZE DEPLOYAQUIRE
1st Party Data
Visitors / Hand Raisers
Owner Data / Sales
Digital Impression
2nd Party Data
Auto Endemic Data
Portal Data Source:
Partner DMP
3rd Party Data
Custom Segments
Data Provider Source:
Data Partners
Personalisation
Dynamic Creative
Site Side Optimization
Audience Analytics &
Insights
Overlaps, Frequency
Analysis, Consumer Pathing
& Definition
Desktop, Mobile, Video, etc.
Data Sources Exchanges
Recency and Frequency
Search Optimization
Google, Bing, etc.
Email Optimization &
Automation
CRM
Demand Side Platform
The optimal current platforms are vetted and selected
to manage multiple data exchanges
Data Management Platform
Collect Data
Site Side Data
Behavior & Impression
Classify Data
Populate Taxonomy
Assign Attributes
Analyze Data
Verify Audience
Attributes Leverage 2nd
& 3rd Party
Audiences
Segment Data
De-Dup Audiences
Look-alike Modelling
Syndicate Data
Create Audiences
Export to buy side
Measure KPIs
Cost metrics and insights
Provide true attribution

27. 12.10.2018 © 2018 ECHTE LIEBE – Agentur für digitale Kommunikation UG 27
MANAGE UTILIZE DEPLOYAQUIRE
1st Party Data
Visitors / Hand Raisers
Owner Data / Sales
Digital Impression
2nd Party Data
Auto Endemic Data
Portal Data Source:
Partner DMP
3rd Party Data
Custom Segments
Data Provider Source:
Data Partners
Personalisation
Dynamic Creative
Site Side Optimization
Audience Analytics &
Insights
Overlaps, Frequency
Analysis, Consumer Pathing
& Definition
Desktop, Mobile, Video, etc.
Data Sources Exchanges
Recency and Frequency
Search Optimization
Google, Bing, etc.
Email Optimization &
Automation
CRM
Demand Side Platform
The optimal current platforms are vetted and selected
to manage multiple data exchanges
Data Management Platform
Collect Data
Site Side Data
Behavior & Impression
Classify Data
Populate Taxonomy
Assign Attributes
Analyze Data
Verify Audience
Attributes Leverage 2nd
& 3rd Party
Audiences
Segment Data
De-Dup Audiences
Look-alike Modelling
Syndicate Data
Create Audiences
Export to buy side
Measure KPIs
Cost metrics and insights
Provide true attribution
Search Data Search provides DMP
with SEM Data
Search
Optimization
Search Data

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Cases

29. CASE 1: JAMESON 1/2
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Cost (Targeting & Media) per Site Visit for the
interest-based segments were 67% of the control
group (socio-demographic targeting)
Cost per Site Visit (indexed)

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Further, using interest-based targeting, we
activated users which have a significant higher
interest in the brand Jameson.
User, which were targeted via Custom-Segments
spend 12.4x more time on the website than users
of the control group
CASE 1: JAMESON 2/2
Average Visits on Website (in Sec)

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After implementing a custom segment and
dynamic creatives we increased the number of
leads generated by factor 10 – holding the media
spent constant
CASE 2: LEAD GENERATION

32. REFERENCES
12.10.2018 © 2018 ECHTE LIEBE – Agentur für digitale Kommunikation UG 32

33. ECHTE LIEBE
PROGRAMMATIC MARKETING AGENTUR
+49 221 660 064 10
+49 171 65 85 898
SAR@ECHTE-LIEBE.COM
WWW.ECHTE-LIEBE.COM
THANK YOU!
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