cross-channel audience insights
TRANSCRIPT
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CROSS-CHANNEL AUDIENCE INSIGHTSEDWARD BLAKEWAY
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WHO AM I?
Age: 25-34
Gender: Male
Parental status: Nope
Job industry: Advertising
Interests: Pets, food, football, travel
In-Market: Another dog, trainers
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WHO ARE YOU?
Online
Offline
Adobe
Agency
In-House
PPC Only Stores
GDN
DoubleClick AdwordsAdvanced
Basic
Criteo Prospecting
Service Retail Affiliates Travel
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AUDIENCES AND ANALYTICS 360
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WHAT WE WILL COVER…
Why? What? How?When?
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WHY IS THIS IMPORTANT?
WHY ARE AUDIENCES IMPORTANT?
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WHY IS THIS IMPORTANT?
Growth ExperienceEfficiency
WHEN DO WE USE AUDIENCES?
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YOU DON’T HAVE TO USE EVERYTHING
Business data
Email addresses
Gender
Online behaviour
Browsing habits
Offline behaviour
Path-to-purchase
Device usage
Loyalty scheme
Age
WHAT ARE THE OPTIONS?
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WHAT ARE THE OPTIONS?
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AN EXAMPLE…
Goal 1 Goal 2 Goal 3
Online/offline
stores
Premium dog
accessories
Recently made the
move from GA to
GA360
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AN EXAMPLE…
Goal 1 Goal 2 Goal 3
New customersFrequency
of purchase
Increase
lifetime value
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GOAL 1: FIND ME NEW CUSTOMERS!
New customer
Defining attributes
Behaviouraltrends
What are their
interests?
Your Customer
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INTERESTS AND DEFINING ATTRIBUTES
Offline data Online data
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GOAL 1: FIND ME NEW CUSTOMERS!
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GOAL 1: FIND ME NEW CUSTOMERS!
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GOAL 1: FIND ME NEW CUSTOMERS!
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GOAL 1: FIND ME NEW CUSTOMERS!
Offer A Offer B
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GOAL 2: FREQUENCY OF PURCHASE
Engage via display,
email or PPC
Remarketing converted
users
Your customer
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KNOW YOUR AUDIENCE…
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GOAL 2: FREQUENCY OF PURCHASE
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GOAL 2: FREQUENCY OF PURCHASE
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GOAL 3: INCREASE LIFETIME VALUE
Engage via any means
possible
Personaliseyour
approach
Define and understand
them
Understand your key
customers
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DEFINE AND UNDERSTAND YOUR USER
High Value
Product insightPurchase behaviourCustomer High value
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CUSTOMISE
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DEFINE AND UNDERSTAND YOUR USER
DormantProduct insightCustomer
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HOW ELSE CAN YOU LEARN MORE?
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REVEAL THE BENEFITS OF EVERY CHANNEL
0.05% - 0.10%
Industry average CTR
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REVEAL THE BENEFITS OF EVERY CHANNEL
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WHAT ELSE IS YOUR CUSTOMER DOING?
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THERE IS A PLACE FOR FACEBOOK…
UTM Parameters
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NEXT STEPS
Optimise
TestRepeat
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WHY IS THIS IMPORTANT?
Growth ExperienceEfficiency
QUESTIONS?