advanced retargetting by leo dalakos

#SMX #12B Performics @Performics

Leo Dalakos, VP Digital Strategy

ADVANCED RETARGETING

SMX Advanced June 2015


Agenda

Retarge'ng Problems •  Inconsistent Experiences •  Measurement Disarray

1

Leo Dalakos VP, Digital Strategy

Eleva'ng Retarge'ng 2

A Global Performance Marketing Agency


PROBLEM #1 CONSUMERS DON’T HAVE CONSISTENT BRAND EXPERIENCES


The Consumer Journey Loop

NON-BUYERS BUYERS acquisition of retention of

unaware

Intro yourself

aware

Build on ini'al awareness

consider

Con'nue the conversa'on with most appropriate

conversion path

buy

Make it easy for prospects to buy

enjoy

Ensure customers are taking advantage of

their benefits


Retargeting through the Consumer Journey: An Ideal Customer Experience

SEARCH TECH + TRACK THROUGH ADSERVER

DYNAMIC AD CREATION

DEMAND SIDE PLATFORM



ADSERVER ADSERVER DMP

1

2

3

4

5

6

7

8

USER BUYS COFFEE MACHINE IN STORE

USER SEARCHES VANILLA COFFEE POD

ASSEMBLE VANILLA COFFEE POD CREATIVE

RETARGET WITH VANILLA COFFEE POD CREATIVE

CONTEXT TARGETING USING (COFFEE WORDS)

USER WATCHES YOUTUBE VIDEO

TARGET WITH VANILLA COFFEE POD CREATIVE

USER CLICKS, LANDS BUYS AND SIGNS UP TO LOYALTY SCHEME

CRM


But the Road to the Ideal Experience is Complex

Image source: IAB


Never run retarge'ng across several vendors unless:

•  You know that the inventory is different

•  You’re running a data management plaJorm to check for oversatura'on issues

•  You split the retarge'ng cookie/device pool into separate audiences with a control

Mul'ple Ad Networks

Best Practices: Experience Optimization

•  Funnel approach to audience segmenta'on

•  Funnel approach crossed tab with content based personae

Audience Segmenta'on •  Recency •  Velocity •  Audience segmenta'on

•  Site exclusions

Op'miza'on


PROBLEM #2 MEASUREMENT IS SEVERELY DISARRAYED


Increasing Complexity = Ineffective Analytics

CMOs say analy'cs are less effec've now than they were in 2012


Best Practices: Measurement & Attribution

•  One unique ID across all plaJorms

•  Mobile, display, video, content & site-‐side

•  Na'onal, regional & local measurement

Measurement •  De-‐duped conversions from other channels

•  Cross-‐brand store insights •  Cost reduc'on analysis

AYribu'on


ELEVATING RETARGETING


Our Goals

Remarket off of many complex behaviors, without complex tagging 1

2 Churn has been high: reach former customers

3 You have a compelling offer for loyal customers: get them to visit your site

4 Track your customers across mobile & desktop

5 Track your customers across digital & physical


Levels of Retargeting

Basic

•  Site & App Visitor •  Conversion Funnel •  Audience segments based on site behaviors

•  Email Campaigns •  Audience segments based on what email was seen

Intermediate

•  Impression •  Click

•  Channel (using analy'cs parameters & UTM)

•  Search •  Display

Advanced

•  CRM

•  Audience segmenta'on based all offline data

•  3rd Party Data Segmenta'on of 1st Party Data


Data Onboarding

Prepare data to be uploaded into LiveRamp

Use an onboarding partner; connec'ng the offline data to anonymous cookies

CRM Database

Email Lists (3rd Party Data)

Create cookie pools to target the same audience online

DMP

Exis'ng audience profile in other channels

Use the traits in the profile to find the audience online

Create cookie pools to for the audience segment

Target audience segments exis'ng in the CRM/3rd party database 1 Authen'cate yourself 2

Online/Offline Matching Partner

ü High income

ü  In market for home furnishing


Audiences

Data Management PlaJorm (Universal ID)

Customer Database

Email Lists Off-‐Site

Conversions Prospects Lists Internal Buying

Signals

Owned Media

Website

Paid Media

Display Social Mobile Video Search

Personally Iden'fiable Informa'on

Visitor ID

Cookie ID Device ID Insights

3rd Par'es

Acxiom Excelate Others BlueKai

Path Analysis AYribu'on

Personaliza'on

Role of DMP in Data Flow


Guidelines for Segmentation

Align segments across channels with shared objec'ves 1

2 Segment by product intent & shopping stage

3 Build volume with look-‐alikes

4 Consider audience size when priori'zing segments

Use data in the search funnel to create audience segments

Prospect

Visited Site

Buy


THANK YOU!

[email protected]

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