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Copyright 2017 - Q4 Amazon Virtual Summit
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4 Strategies To Optimize Your Digital
Touchpoints Using Customer Data
● Session Recording + Slides Will Be Sent Out
● Join in the Poll Questions!
● Submit Questions to Our Panelists
Today’s Logistics
Overview
Founded in 2007
Google Premier Partner
400+ Active Retail Clients
Top 50 Fastest Growing Company San Diego
D E L I V E R I N G
L A S T I N G
R E S U L T S F O R O U R
C L I E N T S
Solutions
Retail-focused PPC & Shopping
Amazon Sales Acceleration
Facebook Performance Marketing
Creative Services
About CPC Strategy
Solutions
Custora is the leading CRM activation
solution for B2C brands
Built to leverage customer insights
across all marketing touchpoints
Today’s Speakers
Lewis Brannon
Sr. Retail Search Manager
Jordan Elkind
Head of Product Management
Adam Harms
Sr. Retail Search Manager
Today’s Agenda
● Present Day - Customer Path to Purchase
● Why Audience Tools are a Necessity
● Google’s Push Towards a CLV Approach in
Advertising
● 4 Strategies To Maximize Campaigns
Copyright 2017 - Q4 Amazon Virtual Summit
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STACK TEXT ROW 2Present Day - Customer Path to Purchase
Today’s Complex Customer Journey
Old path to purchase New path to purchase
Google Has Adapted To This
May 2017:
The Impact of Digital Touchpoints
Why is this important?
● # of digital touchpoints are
up 20% annually
● Greater digital capability
converts sales at a rate 2.5
times greater
Source: https://www.mckinsey.com/industries/high-tech/our-insights/brand-success-in-an-era-of-digital-darwinism
Today’s Complex Customer Journey
What a “typical” conversion path looks like:
Source: https://risnews.com/new-report-says-digital-touchpoints-impacted-almost-half-us-retail-sales
● The majority of conversion paths
involve multiple touchpoints
● Touchpoints span across the online &
offline ecosystem
● Digital touchpoints impacted 49% of all
US retail sales (includes B&M)
Copyright 2017 - Q4 Amazon Virtual Summit
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STACK TEXT ROW 2Why Audience Tools Are A Necessity
Two Paths To Reaching Customers
AdTech
MarTech
MarTech and AdTech used to be worlds
apart.
MarTech was based on PII (email, mailing address) and 1st
party data.
AdTech was based on cookies and 3rd party data.
The Great Convergence
Copyright 2017 - Q4 Amazon Virtual Summit
What’s driving the convergence?
Market pressures,
innovation, and
environment
● Rising CPCs and market saturation
● The emergence of technology
platforms to clean, store, and make
sense of first-party data
● Regulatory environment and
privacy concerns
Precision and performance
– More efficient marketing spend
– Stronger ROAS
– Closed-loop, cross-channel reporting
– Alignment with specific marketing goals (e.g., nurture
1-2x buyers, retain high-value customers)
Benefits to Marketers
Relevance and personalization
– Tailored offers, messages, and products across a
variety of platforms
– Deeper brand relationships
– More consistent brand experiences
Benefits to Customers
Copyright 2017 - Q4 Amazon Virtual Summit
What teams need
Copyright 2017 - Q4 Amazon Virtual Summit
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Google’s Push Towards a CLV Approach
In Advertising
Google Analytics - LTV Beta
Tactics To Adopt a CLV Approach
● Incorporate CLV into advertising goals for first-time buyers
● Target & Bid on past purchasers
● Create repeat customer lists
● Consistently update your audience lists and have a custom bid strategy for
those people
○ + bid modifiers
○ Target & bid
Copyright 2017 - Q4 Amazon Virtual Summit
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STACK TEXT ROW 24 Strategies To Maximize Campaigns
Audience Insights Report
What can you do with
Audience Insights?
● Gather demographic data
● Collect directional info for
prospecting campaigns
Copyright 2017 - Q4 Amazon Virtual Summit
Optimizing customer acquisition
Leveraging first-party insights
Similar audiences enables brands to optimize prospecting and
customer acquisition around:
● High-value customers
● Strategic segments (e.g., fashionistas, full-price customers)
● Likelihood to engage with key events (e.g, promotions, new
arrivals)
2-4x boost in
ROAS
Similar Audiences
Copyright 2017 - Q4 Amazon Virtual Summit
Optimizing customer acquisition
Leveraging first-party insights
2-4x boost in
ROAS
Similar Audiences (cont’d)
Copyright 2017 - Q4 Amazon Virtual Summit
Amplifying customer retention
Leveraging first-party insights
Customer match enables brands to amplify the impact of
retention campaigns designed to:
● Convert 1-2x buyers
● Nurture high-value loyalists
● Win back churning or lost customers
25% lift in
customer
retention
Customer Match
Copyright 2017 - Q4 Amazon Virtual Summit
Amplifying customer retention
Leveraging first-party insights
25% lift in
customer
retention
Customer Match (cont’d)
ISO Strategy - Intent Tiers
● Align Budgets with Funnel Strategy
● Target Click Share for Low Funnel
● View Path Reports to See Visualize Funnel Strategy - Execs Love This
ISO Strategy - Intent Tiers in Action
Upper Funnel Campaign
● high priority setting
● key brand / manufacturer /
product category terms added as
negatives
● universal negatives
cell phone charge case
mophie battery pack
Mid Funnel Campaign
● medium priority setting
● key product identifiers like product
name or ID / SKU or other low funnel
indicators
● universal negatives
Low Funnel Campaign
● low priority setting
● universal negatives
● most aggressive bids
mophie 3781 juice pack
negative keyword
“mophie”
negative keyword
“mophie”
negative keyword
“juice pack”
Today’s Recap
● Present Day - Customer Path to Purchase
● Why Audience Tools Are A Necessity
● Google’s Push Towards a CLV Approach In
Advertising
● 4 Strategies To Maximize Campaigns
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What Now?
bit.ly/Google-Shopping-Evaluation
Schedule Your 1-1
Retail Search Evaluation
CPC Strategy’s Retail Search Evaluation is an in-depth 60-minute analysis and assessment of a
retailer’s existing Google Shopping campaign architecture, targeting settings, product feed,
product pages, and profitability metrics.
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What Now?
SCHEDULE MY SESSION
Schedule Your Free Strategy Session:
Ways You Can Leverage Your Customer Data
Custora sessions focus on practical ways to leverage insights and maximize tools in order to
increase customer acquisition and improve customer retention.
Questions For Today’s Speakers?
Lewis Brannon
Sr. Retail Search Manager
Jordan Elkind
Head of Product Management
Adam Harms
Sr. Retail Search Manager

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4 Strategies To Optimize Your Digital Touchpoints Using Customer Data

  • 1. Copyright 2017 - Q4 Amazon Virtual Summit SMALL TEXT STACK TEXT ROW 1 STACK TEXT ROW 2 4 Strategies To Optimize Your Digital Touchpoints Using Customer Data
  • 2. ● Session Recording + Slides Will Be Sent Out ● Join in the Poll Questions! ● Submit Questions to Our Panelists Today’s Logistics
  • 3. Overview Founded in 2007 Google Premier Partner 400+ Active Retail Clients Top 50 Fastest Growing Company San Diego D E L I V E R I N G L A S T I N G R E S U L T S F O R O U R C L I E N T S Solutions Retail-focused PPC & Shopping Amazon Sales Acceleration Facebook Performance Marketing Creative Services About CPC Strategy
  • 5. Custora is the leading CRM activation solution for B2C brands
  • 6. Built to leverage customer insights across all marketing touchpoints
  • 7. Today’s Speakers Lewis Brannon Sr. Retail Search Manager Jordan Elkind Head of Product Management Adam Harms Sr. Retail Search Manager
  • 8. Today’s Agenda ● Present Day - Customer Path to Purchase ● Why Audience Tools are a Necessity ● Google’s Push Towards a CLV Approach in Advertising ● 4 Strategies To Maximize Campaigns
  • 9. Copyright 2017 - Q4 Amazon Virtual Summit SMALL TEXT STACK TEXT ROW 1 STACK TEXT ROW 2Present Day - Customer Path to Purchase
  • 10. Today’s Complex Customer Journey Old path to purchase New path to purchase
  • 11. Google Has Adapted To This May 2017:
  • 12. The Impact of Digital Touchpoints Why is this important? ● # of digital touchpoints are up 20% annually ● Greater digital capability converts sales at a rate 2.5 times greater Source: https://www.mckinsey.com/industries/high-tech/our-insights/brand-success-in-an-era-of-digital-darwinism
  • 13. Today’s Complex Customer Journey What a “typical” conversion path looks like: Source: https://risnews.com/new-report-says-digital-touchpoints-impacted-almost-half-us-retail-sales ● The majority of conversion paths involve multiple touchpoints ● Touchpoints span across the online & offline ecosystem ● Digital touchpoints impacted 49% of all US retail sales (includes B&M)
  • 14. Copyright 2017 - Q4 Amazon Virtual Summit SMALL TEXT STACK TEXT ROW 1 STACK TEXT ROW 2Why Audience Tools Are A Necessity
  • 15. Two Paths To Reaching Customers AdTech MarTech MarTech and AdTech used to be worlds apart. MarTech was based on PII (email, mailing address) and 1st party data. AdTech was based on cookies and 3rd party data.
  • 17. Copyright 2017 - Q4 Amazon Virtual Summit What’s driving the convergence? Market pressures, innovation, and environment ● Rising CPCs and market saturation ● The emergence of technology platforms to clean, store, and make sense of first-party data ● Regulatory environment and privacy concerns
  • 18. Precision and performance – More efficient marketing spend – Stronger ROAS – Closed-loop, cross-channel reporting – Alignment with specific marketing goals (e.g., nurture 1-2x buyers, retain high-value customers) Benefits to Marketers
  • 19. Relevance and personalization – Tailored offers, messages, and products across a variety of platforms – Deeper brand relationships – More consistent brand experiences Benefits to Customers
  • 20. Copyright 2017 - Q4 Amazon Virtual Summit What teams need
  • 21. Copyright 2017 - Q4 Amazon Virtual Summit SMALL TEXT STACK TEXT ROW 1 STACK TEXT ROW 2 Google’s Push Towards a CLV Approach In Advertising
  • 22. Google Analytics - LTV Beta
  • 23. Tactics To Adopt a CLV Approach ● Incorporate CLV into advertising goals for first-time buyers ● Target & Bid on past purchasers ● Create repeat customer lists ● Consistently update your audience lists and have a custom bid strategy for those people ○ + bid modifiers ○ Target & bid
  • 24. Copyright 2017 - Q4 Amazon Virtual Summit SMALL TEXT STACK TEXT ROW 1 STACK TEXT ROW 24 Strategies To Maximize Campaigns
  • 25. Audience Insights Report What can you do with Audience Insights? ● Gather demographic data ● Collect directional info for prospecting campaigns
  • 26. Copyright 2017 - Q4 Amazon Virtual Summit Optimizing customer acquisition Leveraging first-party insights Similar audiences enables brands to optimize prospecting and customer acquisition around: ● High-value customers ● Strategic segments (e.g., fashionistas, full-price customers) ● Likelihood to engage with key events (e.g, promotions, new arrivals) 2-4x boost in ROAS Similar Audiences
  • 27. Copyright 2017 - Q4 Amazon Virtual Summit Optimizing customer acquisition Leveraging first-party insights 2-4x boost in ROAS Similar Audiences (cont’d)
  • 28. Copyright 2017 - Q4 Amazon Virtual Summit Amplifying customer retention Leveraging first-party insights Customer match enables brands to amplify the impact of retention campaigns designed to: ● Convert 1-2x buyers ● Nurture high-value loyalists ● Win back churning or lost customers 25% lift in customer retention Customer Match
  • 29. Copyright 2017 - Q4 Amazon Virtual Summit Amplifying customer retention Leveraging first-party insights 25% lift in customer retention Customer Match (cont’d)
  • 30. ISO Strategy - Intent Tiers ● Align Budgets with Funnel Strategy ● Target Click Share for Low Funnel ● View Path Reports to See Visualize Funnel Strategy - Execs Love This
  • 31. ISO Strategy - Intent Tiers in Action Upper Funnel Campaign ● high priority setting ● key brand / manufacturer / product category terms added as negatives ● universal negatives cell phone charge case mophie battery pack Mid Funnel Campaign ● medium priority setting ● key product identifiers like product name or ID / SKU or other low funnel indicators ● universal negatives Low Funnel Campaign ● low priority setting ● universal negatives ● most aggressive bids mophie 3781 juice pack negative keyword “mophie” negative keyword “mophie” negative keyword “juice pack”
  • 32. Today’s Recap ● Present Day - Customer Path to Purchase ● Why Audience Tools Are A Necessity ● Google’s Push Towards a CLV Approach In Advertising ● 4 Strategies To Maximize Campaigns
  • 33. SMALL TEXT STACK TEXT ROW 1 STACK TEXT ROW 2 What Now? bit.ly/Google-Shopping-Evaluation Schedule Your 1-1 Retail Search Evaluation CPC Strategy’s Retail Search Evaluation is an in-depth 60-minute analysis and assessment of a retailer’s existing Google Shopping campaign architecture, targeting settings, product feed, product pages, and profitability metrics.
  • 34. SMALL TEXT STACK TEXT ROW 1 STACK TEXT ROW 2 What Now? SCHEDULE MY SESSION Schedule Your Free Strategy Session: Ways You Can Leverage Your Customer Data Custora sessions focus on practical ways to leverage insights and maximize tools in order to increase customer acquisition and improve customer retention.
  • 35. Questions For Today’s Speakers? Lewis Brannon Sr. Retail Search Manager Jordan Elkind Head of Product Management Adam Harms Sr. Retail Search Manager

Notas do Editor

  1. With DDA and machine-learning, Google is trying to determine which of these touchpoints was most valuable and will distibute conversions in a way that assigns the proper value to each one
  2. T&B past purchasers, consistently update your audience lists within your current and a have a custom bid strategy for those people (+ bid modifiers, target & bid). Bake CLV into CPA goal for first-time buyers
  3. Good starting point for audience segmentation Useful if you don’t have a 3rd party agency or platform Maybe start with a past buyers list ---- we want to make as few assumptions as possible Take this with a grain of salt…. Now I’ll pass it over to Jordan to give us some more exacting strategies...
  4. CPC bids are up to manager, depending on strategy for acquisition and size of budget. Generally lowest bids on upper funnel but could be different depending on the business goal.
  5. bit.ly/Google-Shopping-Evaluation
  6. CPC Strategy’s Retail Search Evaluation is an in-depth 60-minute analysis and assessment of a retailer's existing Google Shopping campaign architecture, targeting settings, product feed, product pages, and profitability metrics.