After spending over 1 million pounds with Facebook and Instagram on their advertising platform, we learned valuable lessons on how to understand audiences using IBM Watson and artificial intelligence, how to target current and future customers and how to build 360 degree Facebook advertising campaigns which deliver results.
12. Basic Intro
IBM conducted a set of studies to understand whether personality
characteristics inferred from social media data can predict people's
behaviour and preferences. IBM found that people with specific
personality characteristics responded and re-tweeted in higher
numbers in information-collection and -spreading tasks. For example,
people who score high on excitement-seeking are more likely to
respond, while those who score high on cautiousness are less likely to
do so (Mahmud et al., 2013). Similarly, people who score high on
modesty, openness, and friendliness are more likely to spread
information (Lee et al., 2014).
29. Use 1st Party Data (compliantly)
Get The Best Return Possible
Using client data is key, complex CRM lists, life-
time value information and audience information is
pivotal to building successful campaigns
Profile your data and group them –
customers, lapsed customers. Potential
to use mosaic as well to profile list.
30. Prospecting to Build Your Audience
Exclude web visitors/purchasers from the last 60 days
Exclude all existing Facebook likes
Use range of targeting parameters
33. Should not be used as the
primary remarketing tool
Encompassing the ‘story’
approach to social and
utilising the marketing
funnel.
Dynamic Campaigns
38. No, they really want your money
Attention = 250k+ per month
Account managers can rotate
monthly
39. Delivering the Best Return
Making sure we don’t waste budget and do not deliver the same
ads to the same users
Adjusting time of day bidding
Focus on using relevance scores to control CPCs
40. Reducing Click Costs for
Budget Efficiency
Cost Per Click Relevance Score
£0.34 6
£0.19 10
41. Attribution
Organisations record their transactions using
last click attribution model on Google Analytics
Most users have numerous touch points in
their journey that contributes to the overall
purchase
Investing in future technologies
42. Partner with brands for digital
transformations
Acquire new users
Retain your most valuable
customers
Increase basket values
What We Do
return.co @wearereturn / @guylevine