Build a 360 Degree View of Your Customers and Smash Your Targets - Matt Murfitt, Goji Web Marketing

Matt Murfittmatt.murfitt@gojiweb.com.au
DIRECTOR - DATA AND ANALYTICS
GOJI WEB MARKETING
SYDNEY, AUSTRALIA ~ AUGUST 22 - 23, 2018
DIGIMARCONAUSTRALIA.COM | #DigiMarConAustralia
DIGIMARCONNEWZEALAND.CO.NZ | #DigiMarConNZ
Build a 360 Degree View
of Your Customers and
Smash Your Targets
KEYNOTE

All Rights Reserved. Goji Confidential.
About Me – Matt Murfitt
 Managing Director of Goji Web Marketing – a Digital Consultancy based in Sydney,
Melbourne and Auckland
 Digital Analyst
 Marketeer
 Passionate about using Technology to improve our lives
 Extensive Experience across Analytics, Search, Social and Automation
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Organisations We’ve Worked With
3

Agenda
 Segmentation – What’s the Big Deal?
 Personalisation within Advertising and Web Content – A case study
 The Anatomy of a Data Management Platform (DMP)
 DMP features and benefits
 Questions
4

Just Some Questions We Will Answer Today
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How can I take my
advertising results to
another level?
How can I seamlessly
connect all of my sales
and marketing platforms?
Can I target my CRM
leads through all
channels? Not just via
email
How can I shift customers
through my planned
workflow of content and
messaging based on their
interactions?

The Problem
6

Why is Segmentation So Important?
 Consumer’s mindsets are constantly changing - our response needs to be
dynamic. Personalisation is key.
 Your competitors are already playing in this space
 With Artificial Intelligence and Machine Learning – we have exponentially
more resources to enhance our targeting methods
 Lack of correct segmentation is the most common problem among Digital
Campaigns
 We have proven that intelligent, creative and dynamic segmentation can improve
ROI 5-20 times over.
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Example A
 18 months ago, New Client – Solar Installer in NSW
 CPA of $150
 Cost per Customer of $600
 Our team commenced Advanced Segmentation via Facebook and Google Ads
 Tested over 50 new Segments
 Products, Pricing and Placements all tested
 Within 4 months, that CPA of $150 was down to just $20.
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Simple Segmentation Matrix - Example
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Key:

Customer Scenario:
Searching to buy
new car online
10
Advertiser Scenario:
Toyota: Enhanced
Targeting

Customer wants to buy a new Ute
11

Sees a Ute from Toyota that they like
12

Comes back to Google Search
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toyota motors_

Clicks on Organic listing
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Organic

Sees homepage tailored to prior behaviour or keyword
15
If user has previously expressed interest in Utes, then user’s search data can bypass Google and feed
directly into our website personalisation engine (Adobe Target) to show this banner on the homepage.

Leaves website, navigates to favourite news website
16

Decides they want a smaller car, returns 3 days later,
views a sedan
17
Starts application for a new Sedan – but only partially completes.

User retargeted via Social & Display
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BOOK A TEST DRIVECorolla Hatch Corolla Wagon

Advertiser appears in Search at higher position
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Higher bid on engaged
customers means ads
are at no. 1
Competitors Paid Ads
fall short because no
intel on this user
AI determines how much to bid on this keyword in order to beat out competition. More engaged
users who are likely to convert should attract a higher bid, while less engaged users, at the start of
the sales funnel – attract a lower bid.

User clicks on website and converts
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User has been continually reminded of their purchase intent using a personalised, tailored
experience, consistent across search, display, video and website content. As the user adds
more information their experience has improved, benefiting both customer and advertiser.
BOOKING COMPLETE

What did we just see?
 Personalisation of the entire user journey, from website to advertising
 Messaging served to a user based on content they viewed before they even hit
our website
 Retargeted display ads to keep our product top of mind
 When the customer changed their product preference, the retargeted message
changed with it. It was Dynamic and Personalised.
 Top-of-mind, awareness-driven advertising occurred on multiple channels, from
Facebook, to the Google Display Network, to Google Search
 We served relevant, useful content to a customer in the market today, not last
week or last year
 Bids using Artificial Intelligence, based on the customer’s engagement.
 Why? Because a more engaged customer is one who is more likely to purchase.
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Why did we do these things?
Because they work.
Because we are helping the customer to make a decision based on
something they have expressed an interest in.
Because it is much more profitable than a scatter-gun approach to
buying digital media.
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How Did We Do It?
Using a Data Management Platform
or DMP.
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DMP [dee-em-pee] -noun
 Collect billions of Data Points about your potential customers
 Integrate all of your data sources (1st, 2nd and 3rd party data)
 Build new segments from a combination of these sources
 Target, Test and Learn how responsive these audiences are
 Build Lookalike models of your most responsive audiences
 Trial new and old messaging across your Advertising and Website to new
audiences
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A Quick Recap of Definitions
 1st Party Data – Data you own, eg. from Web Analytics cookies, CRM data or offline
transactions
 2nd Party Data – Data you obtain through a partnership with another company –
generally through a direct agreement between you and them (a PMP or Private
Marketplace deal). Someone else’s 1st Party Data.
 3rd Party Data – Data purchased through a Data Vendor available on an Exchange
Network
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What Questions Does a DMP Answer?
 Who are your customers?
 What attributes define them?
 Which exact products are they currently in-market to buy?
 What are they likely to buy next?
 How do you reach more of them?
 How safe is this customer data?
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How Does a DMP Work?
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Salesforce ID =
#789
Google
Analytics ID =
#123
Offline
Customer ID =
#456
DMP ID = #1
Without
DMP
With DMP

How Does a DMP Work?
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Data Management Platforms are a way to get around Google and Facebook’s
Data Oligopoly, allowing more tech vendors the ability to collect user data,
target and personalise customer journeys across channels
DMP
CRM
Partner
Data
Analytics
Offline
Data
Search
Social
Display
Content
Data In Personalised
Data Out

What can a DMP help you achieve?
 Retargeting – easily implement customised re-targeting campaigns based on
specific activities and behaviours taken on or offline
 Prospecting – seamlessly integrate with 2nd or 3rd party audience data sources to
acquire anonymous data, ensuring higher precision and scale with campaigns
 Site optimisation – use first, 2nd or 3rd party data to push customised,
personalised content for every website visitor
 Audience Intelligence – contrast your site audience against 2nd or 3rd data
sources to learn more about specific audience attributes to target more likely
converters
 Cross Device Tracking – understand who is visiting our website across multiple
devices
 Better ROI – Use centralised media performance analytics to determine which
audience performed and where to double down
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Main DMP Functions
 Achieve world-class audience segmentation by leveraging your own private first-
and third-party data assets
 Allows marketers to “slice and dice” their first-party data by segment, campaign,
and/or ROI outcomes compared against third-party data
 Create thousands of highly-relevant segments within the DMP to reach audiences
with the right message at different stages of the purchase funnel
 Measure and compare campaign performance for specific audiences across
digital channels (including display, video, search, etc.)
 Share audience segments with ad networks, trading desks, portals, and DSPs to
serve targeted ads and reach audiences real time
 Merging offline and online data
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The DMP Marketplace
 Adobe – Audience Manager
 Salesforce – Krux
 Oracle – BlueKai
 Media Math DMP
 Lotame
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How Can I Implement a DMP?
Most require only a few lines of Javascript
Integrations may either be out-of-the-box or custom development for:
 Analytics tools such as Adobe or Google Analytics
 Customer Relationship Management (CRM) tools
 DSPs – Demand Side Platforms
 SSPs – Supply Side Platforms
 Other web systems
 Cost is between $10,000 and $70,000 per year
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Conclusion
 The more you segment and tailor your message – the more you win!
 The expression, “Marketers are data rich and insight poor” is more true today
than ever
 Use a Digital Partner who understands this and can help you find opportunities
within your data
 Start slowly – but make sure you start
 Test and Learn – this is what it’s all about
 Where possible, harness the power of AI or Machine Learning, it will do much of
the grunt work for you
 Sell the power of enhanced segmentation and personalisation into your
business – if you don’t, you will get left behind
 If you need help, please come and speak with me after this session – we can help
you through it!
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Build a 360 Degree View of Your Customers and Smash Your Targets - Matt Murfitt, Goji Web Marketing

Build a 360 Degree View of Your Customers and Smash Your Targets - Matt Murfitt, Goji Web Marketing

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Build a 360 Degree View of Your Customers and Smash Your Targets - Matt Murfitt, Goji Web Marketing