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.
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How to boost your cross-channel advertising effectiveness through advanced targeting
- 1. > Cross-‐Channel Targe/ng < Cross-‐channel targe/ng to boost return on marke/ng spend
- 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. > Clients across all industries May 2013 © Datalicious Pty Ltd 3
- 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. © Datalicious Pty Ltd 5 May 2013 ACME Corp Example
- 6. © Datalicious Pty Ltd 6 May 2013
- 7. May 2013 © Datalicious Pty Ltd 7
- 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. > Targe/ng profitable customers May 2013 © Datalicious Pty Ltd 9 Awareness Engagement Conversion Loyalty
- 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. © Datalicious Pty Ltd 11 May 2013 ACME Corp Up/cross-‐sell
- 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. 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. 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. 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. May 2013 © Datalicious Pty Ltd 16 hRp://www.samsung.com/? CampaignID=FB:12345& Loca/on=Sydney& Demographics=M|25& Interests=Traveling
- 17. May 2013 © Datalicious Pty Ltd 17 1,875% ROI
- 18. © Datalicious Pty Ltd 18 May 2013 ACME Corp Process re-‐ini/a/on
- 19. © Datalicious Pty Ltd 19 May 2013
- 20. May 2013 © Datalicious Pty Ltd 20 1,333% ROI
- 21. © Datalicious Pty Ltd 21 May 2013 ACME Corp Re-‐targe/ng
- 22. © Datalicious Pty Ltd 22 May 2013 PREMIUM OFFER 1300 PRIORITY PREMIUM EXPERIENCE
- 23. May 2013 © Datalicious Pty Ltd 23 PREMIUM EXPERIENCE
- 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. 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. May 2013 © Datalicious Pty Ltd 26 800% ROI
- 27. © Datalicious Pty Ltd 27 May 2013 ACME Corp Audience extension
- 28. > Audience extension (DSPs) May 2013 © Datalicious Pty Ltd 28
- 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. Geo-‐demographics segments > Targe/ng profitable customers May 2013 © Datalicious Pty Ltd 30 Awareness Engagement Conversion Loyalty
- 31. May 2013 © Datalicious Pty Ltd 31 480% ROI
- 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. May 2013 © Datalicious Pty Ltd 33 Contact me cbartens@datalicious.com Learn more blog.datalicious.com Follow us twi:er.com/datalicious
- 34. Smart data driven marke/ng May 2013 © Datalicious Pty Ltd 34