Maria Slabaugh of Dice.com discussed how her company used look-alike targeting through display advertising to improve their marketing results. They found that only 48% of view-through conversions from retargeting were incremental. Using look-alike targeting, which matches customer characteristics to find new targets, 92% of view-through conversions were incremental and conversion costs plummeted from $28 to $0.31 per conversion. Maria concluded that display media is evolving and data and analytics can be used to power successful look-alike programs with improved results.

1. #monetatesummit
SmarterAdvertising
MariaSlabaugh, CandidateMarketingDirector,
Dice.com
Turndiscoveredsegmentsinto targetedadbuys

2. Prepared and presented by:
Who is Dice.com?
• Dice is a career site just for tech pros
• We’ve been a Monetate customer for
6+ months

3. Prepared and presented by:
• Everyone wants display to be DR
• Retargeting to rescue
But how to measure lift?
• Needed to test and validate
Key finding:
Only 48% of view through
conversions incremental
The Challenge of Display

4. Prepared and presented by:
So what else is out there?

5. Prepared and presented by:
Look-alike to the rescue
• Non-retargeting display = 92% of
view through conversions
incremental
• So how could we get more of
that?!
• Enter look-alike targeting
• Match characteristics, behaviors,
patterns of your best customers
to find new targets

6. Prepared and presented by:
So how does it work?
• Identify conversion patterns
• Learn about characteristics off your site
• Match them to their twins
• Target via display media
• Measure, measure, measure
• Oh, and test display platforms

7. Prepared and presented by:
**Not*that*we*don’t*like*hiding*them*in*presenta>ons
The End Result
• Less waste
• Conversion costs plummeted
($28 to $0.31 per)
• Can finally put DR and
display in the same sentence
without asterisk*

8. Prepared and presented by:
Conclusion
• Display media is constantly evolving
• Remarketing has its place
• Data and analytics not just for
reporting; they feed display
programs
• Successful look-alike test just a pixel
and a partner away