advertising at scale 1:1 marketing in online -...
TRANSCRIPT
1:1 Marketing in Online Advertising at SCALE
Presented by Andrew Hirshman
Overview
Personalization Touchpoints:
○ Site Side: Company Properties○ 3rd Party Space: The Internet at Large○ The Ties That Bind: Tag and Identity
Management
What We’ll Talk About Today
Disclaimer: “The following slides, are strictly the point of view of the presenter.”
Company Data and Decision Support Systems
Online Advertising and Audience Management Ecosystem
Possibilities are Vast...Implementation Endless.
Small, But Well Identified Data Drove Early Customer Experiences
Early Mainstream Internet
Amazon in 1999: A shopping Search Engine
Amazon on Valentine’s Day 2016
1st Party Data: Company Owned & Operated
Company Data and Decision Support Systems
Content Optimization and Testing Platforms
Customer Service Signals
Sensor and App Data
Segmentation and Content/Offer Matching
Searched on
Keyword “Auto
Insurance Reviews”
Current Customer-
New IP Address
BMW Car Owner
Mom Insuring Teenage
Daughter
Someone Who is in
market for a home
mortgage
Prospect
Tailored User Experience
Prospect Prospect Prospect Prospect
Creative Differentiation
Product Differentiation Price Differentiation Active vs. Inactive
Pursual
Sequential Content Offline Channel Routing
3rd Party Space-The Internet
Company Web Properties
The first section was the Island, Now the Ocean...
The Internet Population
Company Web PropertiesCompany Web Properties
The Internet
Marketing Activation and Audience Management Systems
Audience-Publisher Exchange• Real-time ad marketplace that provides
transparent and dynamic pricing
DSPs (Audience Buying Tools)
Progressively, bought more and more at auction (10-100 Milliseconds)
Measurement, DMPs, 3rd Party Data (Decision Support)
Advertiser Publisher
Organizeaudience data
Designcompelling creative
Executecampaigns across formats, channels, screens
Measure for impactFull-funnel unified reporting, Site analytics, Attribution
Reach audiences across formats, channels screens
End to End Solutions: Google’s DoubleClick Marketing Suite
Google Confidential & Proprietary
Google Confidential & Proprietary
Most audiences are purchased in 10-100 milliseconds, so having data side by side is a major advantage
e.g. Audience
Performance and Pricing
Media Data CRM Data Web Analytics
e.g. Online and offline
data
e.g. Site Activity
e.g. Cross Device
ViewabilityBrowsing Behavior
Third PartyCustom
Audiences
e.g. Type of Car Purchased
Family StatusIncome
Job Title
Audiences comprised of multiple data
sets
=
Company Data Vendor Unique Data 3rd Party Data Aggregated Data
Media Decisioning Can Better Align to Profit as opposed to proxies
Searched on
Keyword “Auto
Insurance Reviews”
Current Customer, Recently
Purchased Home
45-54, Female,
Atlanta, GATeen Age Children
Searched on “Cheap
Car Insurance”
HHI, BMW Car
Purchaser
Demo Trigger Classification Insight Relationship
Right Ad at the Right Value
Other Players Are Also Ramping Up
There’s a Wall, and It’s Your Browser or Mobile OS
Cookies
Device IDs
Customer History/ Relationships
X
X
The Ties That Bind: Tag and Identity Managers
What are tags?
“A tag is a piece of JavaScript code that most digital marketing vendors require their customers to integrate into their web and mobile sites. In many cases, these tags collect visitor behavior information. Tags also can serve functionality, such advertising, live chat, and product recommendations.”
Source: Tealium, http://tealium.com/what-is-tag-management/
Tags are Ubiquitous and Tend to Connect Similar Kinds of information
Status
Identity
Trigger
Event
A Tag Manager is Repository for All Tags Under One Container Based Script
Each Tech Solution Has It’s Own Database and User ID
● This creates huge switching costs as legacy systems will own the history.
● Employees Need to Learn Multiple different interfaces and reporting systems.
● Need specialized resources to build custom integrations across different tools.
● API changes, means regular
updating.
Tracking Universal Calls Around Identity and User Events
Identity
Persistent User ID
Events/ Interaction
Source: Segment.com
Most Tag Management Vendors Haves 100s of Integrations, both Online and Off
Server Calls on Website:All Online IdentitiesEvents
Tag Manager
System Specific Server Calls:Identity System AIdentity System BIdentity System CEvent AEvent BTrigger C
Disparate
Holistic
Individual
CollaborativeReactive
Predictive
Standard State: Web Only Conversion Event Means Your KPI is Proxy for Value
Online Lead Form Conversion Registered at Page Load (KPI Received Seconds Later)
Ideal State: Lead Scored KPIs that are decimated across systems via Tag Integration
Is the Lead Valid?
Initial (Minutes to Days Later)
Propensity To Convert?
Likely Policy Value?
Send the Conversion to Ad Systems for with $X Value
Survival Curve
Ad Hoc Post Lead EventsDaily
Did they answer Tele Follow-up?
Have they Re-Visited Site?
Health Check Scheduled?
Policy Out for Signature?Online
Conversion Point is Just the Beginning
