Marketing Festival 2016

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Hello, Ostrava!

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18 360 000

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1 500

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1 450

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8. Audience Powered Search
Confidential and proprietary. Copyright © 2016 Xaxis Incorporation. All rights reserved. Distribution without permission is prohibited.
T H E P R O G R A M M A T I C A U D I E N C E C O M P A N Y

9. AGENDA
T H E P R O G R A M M A T I C A U D I E N C E C O M P A N Y
1.Client case - UNICEF
2.Client case - Arlanda Express
3.Technical specification
4.Liabilities and risks
5.Possibilities with Facebook
6.Facebook case for UNICEF
7.Summary
8.Q&A

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Case no 1

11. UNICEF – the challenge
T H E P R O G R A M M A T I C A U D I E N C E C O M P A N Y

12. Data Management Platform – backbone in our solution
T H E P R O G R A M M A T I C A U D I E N C E C O M P A N Y

13. Data cycle part 1
T H E P R O G R A M M A T I C A U D I E N C E C O M P A N Y
Audience insights from Google AdWords were applied to our programmatic campaigns and
ingested by our proprietary DMP, Turbine.

14. Data cycle part 2
T H E P R O G R A M M A T I C A U D I E N C E C O M P A N Y
Ingested data layers from AdWords were combined with our own data, aggregated, remodeled and
refined. New refined data set was then pushed back to AdWords.

15. Data cycle part 3
T H E P R O G R A M M A T I C A U D I E N C E C O M P A N Y
Refined data layer from DMP is pushed back into AdWords through technical innovation and populated
with users with a higher conversion probability. Remarketing list with our DMP user is then available and
targetable within the AdWords interface.

16. Synergetic data loop
T H E P R O G R A M M A T I C A U D I E N C E C O M P A N Y

17. Results
T H E P R O G R A M M A T I C A U D I E N C E C O M P A N Y
When we had gathered enough data to execute our search campaigns we wanted to make a proper A/B test. So
we set up two identical campaigns in terms of keyword and creatives, but where one of the campaigns was
targeted towards everybody who was searching for a keyword related to the campaign (Group A) and the other
group (Group B) towards all users searching for the same keywords and were also part of our Turbine segments.
The results where much better than what we could have hoped for;
8x
CVR CPA
1037%
ROI
11x

18. UNICEF – the challenge
T H E P R O G R A M M A T I C A U D I E N C E C O M P A N Y

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Case no 2

20. Client case 2 - Arlanda Express
T H E P R O G R A M M A T I C A U D I E N C E C O M P A N Y
• The same type of logic was
used for the Swedish Airport
Train – Arlanda Express
• However, this time we
applied the data for both
generic and brand keywords
• DMP data was pushed back
to AdWords to inform our bid
decisions
• Could we make use of our
new found insights for more
clients?

21. Results – generic keywords
CTR for the campaign enriched with data
increased by 302% compared to the regular
campaign.
I n c r e a s e d C T R
The data enriched campaign had a 65,68% lower
CPC than the regular one.
D e c r e a s e d C P C
Most importantly, we lowered the CPA by 83,49%
through our tech innovation.
D e c r e a s e d C P A
T H E P R O G R A M M A T I C A U D I E N C E C O M P A N Y
302%
65,68%
83,49%

22. Results – brand keywords
CVR for the campaign enriched with data
increased by 29,76% compared to the regular
campaign.
I n c r e a s e d C V R
The data enriched campaign had a 13,24% lower
CPC than the regular one.
D e c r e a s e d C P C
We lowered the CPA by 33,87% even on brand
terms!
D e c r e a s e d C P A
T H E P R O G R A M M A T I C A U D I E N C E C O M P A N Y
29,76%
13,24%
33,87%

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Technical
specification

24. Technical specification – Google Scripts
T H E P R O G R A M M A T I C A U D I E N C E C O M P A N Y
Original retargeting script:
<img height="1" width="1" style="border-style:none;" alt=""
src="//googleads.g.doubleclick.net/pagead/viewthroughconversi
on/995101869/?value=1.00&amp;currency_code=SEK&amp;lab
el=PjidCIv24V8QrZnA2gM&amp;guid=ON&amp;script=0"/>
</div>
</noscript>

25. Technical specification – Google Scripts
T H E P R O G R A M M A T I C A U D I E N C E C O M P A N Y
Rewritten retargeting script:
https://googleads.g.doubleclick.net/pagead/viewthroughconversi
on/995101869/?value=1.00&currency_code=SEK&label=PjidCI
v24V8QrZnA2gM&guid=ON&script=0

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28. Facebook opportunities – UNICEF case 2
T H E P R O G R A M M A T I C A U D I E N C E C O M P A N Y
• The re-writing logic from Google applies
to Facebook as well
• An A/B test was established where we
put our new tech innovation to the test…
• Next step was therefore to enrich our
social campaigns with DMP data by
appending re-written pixel to our
programmatic display campaigns

29. Results
T H E P R O G R A M M A T I C A U D I E N C E C O M P A N Y
One control group was set up targeting Facebook’s proprietary data including demographic data and
lookalikes.
A second group was set up, consisting of users that had been pushed in to Facebook from our display
campaigns. Targetable and good to go.
2,3x
CVR CPA
1,6x
CTR
2,4x

30. Technical specification – Facebook Scripts
T H E P R O G R A M M A T I C A U D I E N C E C O M P A N Y
Original retargeting script:
<!-- Facebook Pixel Code -->
<script>
!function(f,b,e,v,n,t,s){if(f.fbq)return;n=f.fbq=function(){n.callMethod?
n.callMethod.apply(n,arguments):n.queue.push(arguments)};if(!f._fbq)f._fbq=n;
n.push=n;n.loaded=!0;n.version='2.0';n.queue=[];t=b.createElement(e);t.async=!0;
t.src=v;s=b.getElementsByTagName(e)[0];s.parentNode.insertBefore(t,s)}(window,
document,'script','https://connect.facebook.net/en_US/fbevents.js');
fbq('init', '220403598295955');
fbq('track', "PageView");</script>
<noscript><img height="1" width="1" style="display:none"
src="https://www.facebook.com/tr?id=220403598295955&ev=PageView&noscript=1"
/></noscript>
<!-- End Facebook Pixel Code -->

31. Technical specification – Facebook Scripts
T H E P R O G R A M M A T I C A U D I E N C E C O M P A N Y
Rewritten retargeting script:
https://www.facebook.com/tr?id=220403598295955&e
v=HelloMktFest&noscript=1

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Data is, and will
remain to be, the
most important
element in
everything we do

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Data is, and will
remain to be, the
most important
element in
everything we doThere are synergies
everywhere, find them and
make use of them!
There are synergies everywhere,
find them and make use of them!

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Test, test, test!

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Thank you and
Na Zdraví!