leveraging data for more effective media · pdf file... applying optimization algorithms and...

LEVERAGING DATA FOR MORE EFFECTIVE MEDIA BUYING :: CASE STUDY

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| |MEGAN PAGLIUC A | GENER AL MANAGER, IMPAQT TR ADING | MPAGLIUC [email protected]

TOM QUINN | VP, MERKLE DIGITAL MARKETING | [email protected] | MERKLEINC.COM | © 2012 MERKLE INC.

IMPAQT MEDIA TRADING IMPAQT Trading leverages advanced data management and analytics capabilities to provide a 360-degree view of the consumer, enabling marketers to maximize ROI in data-driven media, including display, mobile, video and social. We believe that in understanding, influencing and measuring consumer behavior at an individual level, we can create competitive advantage for marketers.

BACKGROUNDMotorola was launching the MOTOACTV product. This product was the world’s first fitness tracker that included a smart mp3 player. For more than 70 years, Motorola had been selling business-to-business. In 2011, Motorola launched an e-commerce website and began to create a direct relationship with the consumer. Motorola partnered with IMPAQT Trading to implement business-to-consumer strategies that would increase awareness, engagement and sales.

STRATEGYIMPAQT Trading developed a comprehensive strategy with Motorola to:

1. Learn: Allowing Motorola to leverage its data management platform to understand who the customer is before buying an impression.

2. Buy: Buying relevant audiences and contexts through real-time bidding and IMPAQT Trading’s 40 proprietary private exchange relationships.

3. Identify: Connecting the digital media buy to Motorola’s customer and prospect database for true measurement.

4. Optimize: Applying optimization algorithms and adding remarketing programs based on data in the customer and prospect database.

BUY

IDENTIFYOPTIMIZE

LEARN

Leverage online 3rd party data to identify ideal prospects

Add customer campaigns & optimize prospect campaigns

Buy relevant audiences based on knowledge of the prospects

Identify & score the value of the purchasers in database



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LearnIMPAQT Trading performed analysis to understand the individuals who were engaging and buying the MotoActv before the campaign was launched. We were able to confirm Motorola’s market research that fitness enthusiasts and male audience segments were most interested in the product. But we also discovered some unexpected groups, such as a parenting segment and corporate Motorola customers, who were also purchasing the MotoActv.

Online 3rd party data segments

Baby products

Runners

Corportate women

Fitness buyers

Young & hip

Corporate men

Corporate attire buyers

Trendy homemakers

Natural & organic buyers

Children’s product buyers

New parents

Premium brand buyers

Baby & children

Greater than $100,000

Generation X’ers

0 50 100 150 200 250 300

Parenting Fitness Corporate customer

Segments by gender

female

male

0 50 100 150



BuyThrough traditional media buying tactics, the media plan would have only included fitness enthusiasts, runners and men – excluding other valuable audiences from the plan. By leveraging the customer data we have access to, we were able to target the whole funnel, which included segments like parenting and corporate customers.

IdentifyAs a customer is identified, whether by entering an email or through buying a new MotoActv, we tie the individual ad impression back to the customer database. We are then able to understand the value of the customer and create remarketing campaigns based on our knowledge of the customer.

f What products have they purchased in the past? f What Motorola customer segment do they fall into? f What is the value of the customer?

Parenting Fitness Corporate customer

Traditional buying consumer funnel New media buying consumer funnel

Fitness

Runners

Men

FitnessParenting Corporate customers

Runners

Men



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Optimize Once we understood the 360-degree view of the customer, based on online and offline activities, we launched remarketing campaigns based on purchase and behavior through display and email. These campaigns, driven by the connection to the offline database, enabled us to realize $90 in incremental revenue per responder and almost $600 incremental revenue per sale.

Highlight secondary features

like music for increased usage

Upsell accessories



RESULTSPost-optimization campaign results:

f Sales increased 231% f Purchase intent increased 360% f Site engagement increased 38%

0.00 0 0.000.00

0.20 100

0.40

0.20

0.500.40

200

0.60

1.000.60

300

0.80

1.50

0.80

400

100

2.00

1.00

500

1.20

2.50

1.20

600

1.40

1.40

700

1.60

1.60

800

900 1.90

Pre- Optimization

Pre- Optimization

Pre- Optimization

38% improvement in site engagment 360% improvement in purchase intent over 3 months

231% increase in sales volume over 3 moths

Engagement index Purchase intent Sale index

Optimized Optimized Optimized


About MerkleMerkle, a customer relationship marketing (CRM) firm, is the nation’s largest privately-held agency. For more than 20 years, Fortune 1000 companies and leading nonprofit organizations have partnered with Merkle to maximize the value of their customer portfolios. By combining a complete range of marketing, technical, analytical and creative disciplines, Merkle works with clients to design, execute and evaluate connected CRM programs. With more than 1,600 employees, Merkle is headquartered near Baltimore in Columbia, Maryland with additional offices in Boston; Chicago; Denver; Little Rock; Minneapolis; New York; Philadelphia; Pittsburgh; San Francisco; Hagerstown, MD and Shanghai. For more information, contact Merkle at 1-877-9-Merkle or visit www.merkleinc.com.

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Send Us an Email Contact us to learn more about how the IMPAQT Trading solution can help you optimize your brand’s digital advertising impressions, conversions and ROI.

Megan Pagliuca General Manager, IMPAQT Trading [email protected]

Tom Quinn VP, Merkle Digital Marketing [email protected]

www.merkleinc.com

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