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How to boost your cross-channel advertising effectiveness through advanced targeting

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How to boost your cross-channel advertising effectiveness through advanced targeting

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To dramatically increase your ROI and make your cross-channel advertising dollars really count, then you need to look at advanced targeting. At the recent ADMA Data Day event held in Melbourne and Sydney in May 2013, Datalicious Managing Director, Christian Bartens, gave this presentation on the topic.

To dramatically increase your ROI and make your cross-channel advertising dollars really count, then you need to look at advanced targeting. At the recent ADMA Data Day event held in Melbourne and Sydney in May 2013, Datalicious Managing Director, Christian Bartens, gave this presentation on the topic.

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How to boost your cross-channel advertising effectiveness through advanced targeting

  1. 1. >  Cross-­‐Channel  Targe/ng  <   Cross-­‐channel  targe/ng  to  boost   return  on  marke/ng  spend  
  2. 2. >  Using  data  to  widen  the  funnel   Media  A:ribu/on  &  Modeling   Maximise  reach,  awareness  &  increase  ROI   Tes/ng  &  Op/misa/on   Remove  barriers,  drive  sales   Boos/ng  ROI   Targe/ng  &  Merchandising   Improve  engagement,  boost  loyalty   “Turning  data  into  ac.onable  insights  to  widen  the  conversion  funnel”   May  2013   ©  Datalicious  Pty  Ltd   2  
  3. 3. >  Clients  across  all  industries   May  2013   ©  Datalicious  Pty  Ltd   3  
  4. 4. >  Using  data  to  widen  the  funnel   Media  A:ribu/on  &  Modeling   Maximise  reach,  awareness  &  increase  ROI   Tes/ng  &  Op/misa/on   Remove  barriers,  drive  sales   Boos/ng  ROI   Targe/ng  &  Merchandising   Improve  engagement,  boost  loyalty   “Turning  data  into  ac.onable  insights  to  widen  the  conversion  funnel”   May  2013   ©  Datalicious  Pty  Ltd   4  
  5. 5. ©  Datalicious  Pty  Ltd   5  May  2013   ACME  Corp   Example  
  6. 6. ©  Datalicious  Pty  Ltd   6  May  2013  
  7. 7. May  2013   ©  Datalicious  Pty  Ltd   7  
  8. 8. >  ACME  cross-­‐channel  targe/ng   “Op.mising  the  funnel  from  the  bo;om  up”   May  2013   ©  Datalicious  Pty  Ltd   8   Brand  new   Prospects     Exis/ng  /  engaged   Prospects     Exis/ng  /  intent   Prospects     Exis/ng     Customers  
  9. 9. >  Targe/ng  profitable  customers   May  2013   ©  Datalicious  Pty  Ltd   9   Awareness   Engagement   Conversion   Loyalty  
  10. 10. >  ACME  cross-­‐channel  targe/ng   “Op.mising  the  funnel  from  the  bo;om  up”   May  2013   ©  Datalicious  Pty  Ltd   10   Brand  new   Prospects     Exis/ng  /  engaged   Prospects     Exis/ng  /  intent   Prospects     Exis/ng     Customers   Up/cross-­‐sell   Process     re-­‐ini/a/on   Re-­‐targe/ng   Audience   extension  
  11. 11. ©  Datalicious  Pty  Ltd   11  May  2013   ACME  Corp   Up/cross-­‐sell  
  12. 12. Customer  profile   >  Combining  data  sources   May  2013   ©  Datalicious  Pty  Ltd   12   3rd  party  data   +   The  whole  is  greater     than  the  sum  of  its  parts   Website  behaviour   Customers   Prospects  
  13. 13. Customer  data  exposed  in  page  or  URL  on  login  and  logout       CustomerID=12345&   Demographics=M|25&   CustomerSegment=A1&   CustomerValue=High&   ProductHistory=A6&   NextProduct=A7&   ChurnRisk=High&   [...]   >  Registra/on  and  login  pages   May  2013   ©  Datalicious  Pty  Ltd   13  
  14. 14. hRp://www.acme.com/email-­‐landing-­‐page.html?     CampaignID=12345&   CustomerID=12345&   Demographics=M|25&   CustomerSegment=A1&   CustomerValue=High&   ProductHistory=A6&   NextProduct=A7&   ChurnRisk=High&   [...]   >  Email  click-­‐through  iden/fica/on   May  2013   ©  Datalicious  Pty  Ltd   14  
  15. 15. acme.com/chris/anbartens  redirects  to  amp.com.au?     CampaignID=12345&   CustomerID=12345&   Demographics=M|25&   CustomerSegment=A1&   CustomerValue=High&   ProductHistory=A6&   NextProduct=A7&   ChurnRisk=High&   [...]   >  Personalised  URLs  for  direct  mail   May  2013   ©  Datalicious  Pty  Ltd   15   Catch  on   acme.com   404  error  page  
  16. 16. May  2013   ©  Datalicious  Pty  Ltd   16   hRp://www.samsung.com/?   CampaignID=FB:12345&   Loca/on=Sydney&   Demographics=M|25&   Interests=Traveling  
  17. 17. May  2013   ©  Datalicious  Pty  Ltd   17   1,875%  ROI  
  18. 18. ©  Datalicious  Pty  Ltd   18  May  2013   ACME  Corp   Process  re-­‐ini/a/on  
  19. 19. ©  Datalicious  Pty  Ltd   19  May  2013  
  20. 20. May  2013   ©  Datalicious  Pty  Ltd   20   1,333%  ROI  
  21. 21. ©  Datalicious  Pty  Ltd   21  May  2013   ACME  Corp   Re-­‐targe/ng  
  22. 22. ©  Datalicious  Pty  Ltd   22  May  2013   PREMIUM     OFFER   1300  PRIORITY   PREMIUM   EXPERIENCE  
  23. 23. May  2013   ©  Datalicious  Pty  Ltd   23   PREMIUM   EXPERIENCE  
  24. 24. Phase   Segmenta/on  based  on:  Search  terms,  ad   response,  web  behaviour,  CRM  profile,  etc   Data     Default   Product  A   Product  B   Awareness   Message  D1   Message  A1   Message  B1   Default   Considera/on   Message  D2   Message  A2   Message  B2   Product  view   Purchase   Message  D3   Message  A3   Message  B3   Where  to  buy   Customer   N/A   Message  B4   Message  A4   Transac/ons   Advocate   Message  B5   Message  A5   NPS,  review   Influencer   Message  B7   Message  A7   Kred,  Klout   >  Segmenta/on  &  targe/ng  matrix   May  2013   ©  Datalicious  Pty  Ltd   24  
  25. 25. Offer   Issue   Offer   >  Design  and  test  experiences   May  2013   ©  Datalicious  Pty  Ltd   25   Email   Live  chat   Phone  call   Phone  call   Le:er   Email   Issue   All  customers   Segment  A,  B,  C     Segment  D,  E   Influencers   Lovers   Display   Postcard   Display   FAQs  
  26. 26. May  2013   ©  Datalicious  Pty  Ltd   26   800%  ROI  
  27. 27. ©  Datalicious  Pty  Ltd   27  May  2013   ACME  Corp   Audience  extension  
  28. 28. >  Audience  extension  (DSPs)   May  2013   ©  Datalicious  Pty  Ltd   28  
  29. 29. >  Audience  extension  (Geo)   May  2013   RDA  Research   geoTribes   Roy  Morgan   Asteroid   Offline  media   behaviour   Online  media   behaviour   Experian     Hitwise   Experian     Mosaic   Veda     DataExpress   Online  media   planning   Offline  media   planning   Customer     address   Geo-­‐demographic   segmenta/on   Prospect,   customer  segm.   Customer     value  poten/al   Customer   targe/ng   Roy  Morgan     Value  Segments   Customer   transac/ons   Customer   segmenta/on   ©  Datalicious  Pty  Ltd   29   Current     customer  value  
  30. 30.      Geo-­‐demographics  segments   >  Targe/ng  profitable  customers   May  2013   ©  Datalicious  Pty  Ltd   30   Awareness   Engagement   Conversion   Loyalty  
  31. 31. May  2013   ©  Datalicious  Pty  Ltd   31   480%  ROI  
  32. 32. >  ACME  cross-­‐channel  targe/ng   “Op.mising  the  funnel  from  the  bo;om  up”   May  2013   ©  Datalicious  Pty  Ltd   32   Brand  new   Prospects     Exis/ng  /  engaged   Prospects     Exis/ng  /  intent   Prospects     Exis/ng     Customers   Up/cross-­‐sell   Process     re-­‐ini/a/on   Re-­‐targe/ng   Audience   extension   1,875%  ROI   1,333%  ROI   800%  ROI   480%  ROI  
  33. 33. May  2013   ©  Datalicious  Pty  Ltd   33   Contact  me   cbartens@datalicious.com     Learn  more   blog.datalicious.com     Follow  us   twi:er.com/datalicious    
  34. 34. Smart  data  driven  marke/ng   May  2013   ©  Datalicious  Pty  Ltd   34  

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