The document discusses the challenges and strategies for publishers to leverage first-party data, emphasizing audience segmentation, targeted content, and email utilization. It highlights the importance of actionable data tied to user identity for effective marketing and audience engagement. The proposed solutions aim to improve monetization, audience nurturing, and personalization through enhanced email strategies and data integration with existing platforms.

1. Unlocking First Party Data
October 4, 2019

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+ The average publisher has actionable first party data for less than 20% of their unique visitors
How much do you know about your audience?
Source: 52 PostUp client properties, known is > 2 repeat visits

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1. Segment audience by behavior for analysis
2. Targeted ad trafficking on site and in email
3. Website content personalization for engagement
4. Targeted calls to action and email capture
5. Optimization of paid traffic acquisition; Facebook, DFP, etc.
6. Optimized user lifecycle “journey” for conversion
First Party Data Use-Cases
The need for actionable data

4. Nice ideas, but how
do I get first party data?
The Challenge
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5. Establishing and Enriching Your Known Audience
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Link your existing web audience data to a specific email address and
make it actionable
Email clicks carry
identity token
Identity (re-)
established
on your site
Identity +
consumption +
custom data
Past and future
1st party data
tied to identity
Actionable data
propagated to
PostUp ESP
Email sent Emails + enriched
targetable data

6. The Email Channel is Unique and Strategic
Email is an owned direct channel, but also a lever for on-demand
reach and the key to identity for 1st party data
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1. Reach audiences directly at any time.
2. Control what your audience sees, no
algorithms.
3. Monetize audiences, even if they don’t visit.
4. Nurture audiences into paying subscribers.
5. Identify specific users when they visit your
site.
An email click carries Internet identity, and is a sticky “sign in” to your site.

7. Email Address as User Identity
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Email is the identity that people carry from device to device forever:
email click is a website “sign in”
Improves Google Analytics data: unify users by real identity

8. PostUp Email Audience Enrichment
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PostUp unlocks the first party data you already have inside Google Analytics
• PostUp interoperates with existing tech and databases
• Define segments in GA, target them on-site, email, and more

9. Category Consumption = Targetable Segment
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PostUp maps Google Analytics segments into actionable fields
Email Sports Travel Health
joe@gmail Y Y N
jill@yahoo N Y Y
…

10. Publisher Email Audience Enrichment
Apartment Therapy
Goal: Sell high value targeted ad campaigns,
create new high value products
© 2019 Upland Software, Inc.10 | Company Confidential
+ 1.5MM email audience, 12MM monthly visits
• Historically has sold “run of site” ad campaigns, e.g. Sherwyn
Williams
+ Had demand for promotional email from Realtor Group
• But the 1.5MM list is too broad to sell in entirety
+ Identified 64K active emails that had consumed Real
Estate content
• Content consumption a strong indicator of “consumer interest”
Key Results
Sold high CPM for targeted campaign of
64K
Created an email product, auto-enrolled
audience with a
35%open rate

11. Use-Case: Personalized Breaking News
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Operationally efficient breaking news that also maximizes engagement
• Most breaking news is manual and “one size fits all”
• PostUp supports automated and personalized triggers

12. Email Revenue Funnel
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This funnel is the strategic framework for publisher revenue attributable to email
Program
KPIs
Monetization
1st Party Data

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PRODUCT PERSONALIZATION
EMAIL PROGRAM DESIGN

14. Progressive Capture
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Maximize top of funnel contact capture then try to flesh out the user record
Technique Requires PostUp ESP Platform

15. Geo-Targeting Capture
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Univision and Inc. use real-time geo-targeting data to personalize forms
60% improvement
in CR with
personalization

16. Ad Blockers and Private Browsing
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Detection and email opportunities

17. Newsletter Product Personalization
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Optimized Call to Action based on content type and consumption history
Avg. 200% increase in
conversion when
personalized.
Category Specific Newsletters
Automated “upsell” to
additional subscriptions.
Generic Newsletter

18. Build around content categories to maximize engaged email volume
Email Program Design
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Promotional List
Personalized offer of best newsletter product to
maximize new subscriber relationships, then cross-
promote into more products.

19. Cross Promote to Drive Subscriptions
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Samples of best content from other categories within the emails they already receive
• Subscribers up-converted to more subscriptions.
• “Power readers” self-select into receiving more email.
Instant
subscribe
from email
Email known:
Instant subscribe
from site

20. BUILT SPECIFICALLY FOR PUBLISHERS
EMAIL AND AUDIENCE DEVELOPMENT
© 2019 Upland Software, Inc.20 | Company Confidential

21. CXM for Media & Publishing
CONTENT AUTOMATION
 Email, SMS/MMS, Browser Push
 Enterprise Automation
 Turnkey Integrations
 1:1 Personalization
 Analytics & Business Intelligence
AUDIENCE DEVELOPMENT
 Email Capture
 Mobile List Growth
Deliverability
Campaign
Management
Creative
Integration
Analytics
Audience
Development
SERVICES AND
STRATEGY
 Multichannel customer journeys
 Two-way communication
 Realtime feedback
 Audience sentiment analysis
 Contesting, surveys, polls, quizzes
INTEGRATIONS
CONSUMER MARKETING AUTOMATION
Grow Your Audience
Engage & Monetize Your Audience at Scale
 First-Party Data
 Browser Push
Upland CXM Business Outcomes for Media & Publishing
 CDP-Lite
 Dynamic On-Site CTAs
Email Consumer
Marketing
Automation
Enterprise
SMS/MMS
Engagement
Email Editorial
Content
Automation
Audience
Sentiment
Management
Maximize Direct Relationships, Increase Site Traffic, Revenue Growth, Customer Feedback

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Thank You
BRANDON BADGER
Sr. Director Professional Services
bbadger@uplandsoftware.com