In this big-ideas webinar, Trada and display pioneers Criteo will share actionable strategies and vital tools that will capture leads and sales in all stages of the funnel and leave your competitors scratching their heads. SEM has written the blueprint: make a marketing channel biddable, scalable, measurable and driven by user intent. Now disciplines like display advertising are following suit, and when combined with search they are able to generate and -- more importantly - utilize data that is bigger and better. Leverage every search dollar: Modern marketers create the optimal marketing mix Redefine the "touchpoint": Search and display data inform your purchase funnel Beat Goliath: Use data-driven retargeting to nurture and drive up LTV What's next? The future of ad technology is here - and it's making you a more effective marketer

1. Big Data
Improves
Marketing
Performance
IT’S HERE. AND IT’S CHANGING THE WAY
YOU WORK.

2. Big Data Improves Marketing Performance
Meet Your Speakers
Jacob Ross
Vice President, Operations
Criteo
@jacobaross

3. Big Data Improves Marketing Performance
Meet Your Speakers
Matt Hessler
Director of Account Management, Trada
13 years of PPC and SEO
Land Baron, Menswear Designer
@fasterstill

4. Big Data Improves Marketing Performance
Meet Your Speakers
Anna Sawyer
Head of Content, Trada
AdWords Qualified, AdCenter Enthusiastic
Digital Marketing Educator
@annafsawyer

5. Big Data Improves Marketing Performance
#TradaBigData
Use the hashtag today
and win $25.

6. Big Data Improves Marketing Performance
Opportunity:
What can you do with
the data your
marketing channels
are producing?

7. Big Data Improves Marketing Performance
Big data:
Marketing has become
a race to build the
most efficient, fast,
targeted platform
possible.

8. Big Data Improves Marketing Performance
It’s available to you
As a mid-size company,
you now have all the
tools to be a data-
driven marketing
organization.
•Search
•Display
•Retargeting

9. Big Data Improves Marketing Performance
But what do you do
with it?
How do you bring the
data together to make
yourself a more
efficient and effective
marketing
organization?

10. Big Data Improves Marketing Performance
What is possible?
•Real-time relevant
content
•Data visualization
•Predictive analysis

11. Big Data Improves Marketing Performance
The turning point
The ability to harness
the big data generated
by your marketing
activities means the
difference between
running
a data-informed
business
and a data-driven
business.

12. Big Data Improves Marketing Performance
Performance
marketing was
driven by search.

13. Big Data Improves Marketing Performance
Search wrote
the blueprint
•Works like an auction
•Scalable
•Measurable
•Driven by user intent
•Generates tons of data

14. Big Data Improves Marketing Performance
Even human The Marketplace
solutions
leverage huge
amounts of
data

15. Big Data Improves Marketing Performance
Trada’s The Marketplace
Optimizer Your Campaign
Matching TM
We assign the best
paid search experts to
your campaign based
on their historical
performance, vertical
expertise and many
other factors.

16. Big Data Improves Marketing Performance
Other channels
have followed
suit
•Traditional display
•Performance display

17. Big Data Improves Marketing Performance
Performance
display helps you
get the most
punch from your
search dollars
Retargeting = nurturing

18. Big Data Improves Marketing Performance
Site retargeting Search retargeting
Site retargeting serves ads Search retargeting serves
to users across the web, VS ads to users across the web,
after they have left an after they have used a
advertiser's website specific search term on a
search engine

19. Big Data Improves Marketing Performance
The more you try, Ads will perform better
given a larger set of
the better data variables to choose
you generate from.

20. Big Data Improves Marketing Performance
Redefine the touchpoint:
SEARCH AND DISPLAY INFORM YOUR PURCHASE FUNNEL

21. Big Data Improves Marketing Performance
We know that we
need to do paid
search advertising.
How can you get the
most out of every click?
(Have the perfect mix
of search and other
channels.)

22. Big Data Improves Marketing Performance
This graphic presents the full range of interest, intent and
engagement data required to cover the full purchase
funnel.

23. Big Data Improves Marketing Performance
Specialty Retailer:
ShoeMall.com
Uses search,
performance display,
email marketing,
comparison shopping
engines
Benefits from a well-
defined marketing mix

24. Big Data Improves Marketing Performance
The new
purchase funnel
We can replace
touchpoints with
actions that are
measurable,
automated and more
efficient.

25. Big Data Improves Marketing Performance
Beat Goliath:
USE DATA-DRIVEN TARGETING TO NURTURE AND DRIVE UP LTV

26. Big Data Improves Marketing Performance
Search advertising
is getting more
expensive.
You need ways to make
each PPC click more
effective. Do this by
driving up LTV and AOV.

27. Big Data Improves Marketing Performance
Use data from
performance
advertising.
Learn about customer
profiles and behavior,
then create programs
to increase the value of
each purchase or
customer.

28. Big Data Improves Marketing Performance
What’s next?
THE FUTURE OF AD TECHNOLOGY IS HERE - AND IT’S MAKING
YOU A MORE EFFECTIVE MARKETER

29. Big Data Improves Marketing Performance
The right ad at the
right time... every
time
The perfect confluence
of science and art will
allow you to predict
what will work

30. Big Data Improves Marketing Performance
Testing is key
Marketers will be
empowered and
required to test
constantly

31. Big Data Improves Marketing Performance
Multi-screen, multi-
channel, multi-
experience
marketing
Tracking and driving
the funnel across
devices

32. Big Data Improves Marketing Performance
Search and
performance
display
Together, these
channels can capture
the greatest number of
potential buyers/leads

33. Big Data Improves Marketing Performance
Trada for Paid Search
Want a higher return from your paid search?
Lacking the time to effectively manage your campaigns?
Ready to advertise on Bing & Yahoo!, but don’t want to learn another platform?
A community of certified You have control
experts does the work. It’s performance-based.
and support.
When you join the Trada Trada’s experts are paid when In Trada’s Marketplace, you’re the
Marketplace, you have access to they beat your CPA. This means boss. You approve all keywords,
a community of certified online that their goals are aligned with targeting and ad copy before it
advertising professionals. yours, and they will work hard hits the networks, so your brand
to get high-quality clicks and and message are entirely within
Paid search experts are matched your control.
conversions.
to your PPC campaign,
But you’re also not alone. You’ll
then collectively In addition, Trada only
have a dedicated account manager
build out and benefits when we help
to help you set goals and make
manage day- you achieve profitable
decisions, and this account
to-day tasks: conversions. So we’re
manager will keep a close eye on
research, motivated to get you your campaigns to ensure Optimizer
analysis and results – not spend work is top notch and you are
optimization. your budget. getting the best possible results.
Our Optimizer community provides the diversity of
thinking needed to reach a broad audience as well as
the time required to manage campaigns effectively.

34. Big Data Improves Marketing Performance
Who works with
Trada?
Mid-market and larger
small companies who
have sophisticated
needs and a small
marketing team.

35. Big Data Improves Marketing Performance
Book a demo today.
A Trada Marketplace
Expert will give you a
personalized campaign
assessment and see if
you’re a fit for Trada.

36. ?
Big Data Improves Marketing Performance
Check your email tomorrow for a
link to the slides, the recording,
and this Criteo report, Search
and Performance Display:
Better Together.
@jacobaross
@fasterstill
@annafsawyer