The document is a presentation about retargeting and reconnecting with lost prospects. It discusses what retargeting is, how it works, best practices for regaining traction with lost prospects, and examples of retargeting use cases. The presentation aims to help marketers more effectively spend their budgets to acquire and reacquire website visitors through retargeting strategies.

1. © 2010 IBM Corporation
Retargeting:
Re-connecting and Re-gaining Traction
With Lost Prospects
AMA Webinar
October 29 2010

2. © 2010 IBM Corporation
IBM Enterprise Marketing Management
IBM Confidential2
Martin Doettling
– VP Product Marketing
Coremetrics, an IBM Company
mdoettling@us.ibm.com
Lindsay Conwell
– Senior Solutions Consultant
Coremetrics, an IBM Company
lconwell@us.ibm.com
@PETCO
Speaker Introductions

3. © 2010 IBM Corporation
IBM Enterprise Marketing Management
IBM Confidential3
 Market Overview
 Retargeting/Remarketing – What it Is
 Retargeting – How it Works
 Regaining Traction with Lost Prospects
 Industry Best Practices
 Q&A
Agenda

4. © 2010 IBM Corporation
IBM Enterprise Marketing Management
IBM Confidential4
Let’s Take a Poll
How would you describe your organization’s emphasis
on retargeting:
A. Primary focus
B. Same focus as paid search and email marketing
C. Some focus
D. What is retargeting?

5. © 2010 IBM Corporation
IBM Enterprise Marketing Management
IBM Confidential5
 Remarketing to your audience with highly tailored offers and messages
 Reacquiring, converting, and retaining high value visitors
 Leveraging granular, cross-channel website activity data site visitor and customer
profile data to retarget visitors and browsers
Retargeting/Remarketing – What it Is

6. © 2010 IBM Corporation
IBM Enterprise Marketing Management
IBM Confidential6
 Marketers beginning to use personalization at varying levels.
 Paid search costs continue to rise. Marketers turn to retargeting expensive search
users via email and display advertising.
 Granular analytics, such as impression attribution are a necessary component of
optimizing retargeting campaigns.
Market Trends

7. © 2010 IBM Corporation
IBM Enterprise Marketing Management
IBM Confidential7
Market Trends

8. © 2010 IBM Corporation
IBM Enterprise Marketing Management
IBM Confidential8
Advanced segmentation
Automatic retargeting
Real time syndication through multiple
networks
Seamlessly initiate retargeting via email,
display advertising.
Broad segmentation based on a single
attribute
Lag times with to retarget
Limited syndication opportunities
Multi-step and time consuming processes
to retarget
3-5 Years Ago Today
Evolution of Retargeting

9. © 2010 IBM Corporation
IBM Enterprise Marketing Management
IBM Confidential9
 Identifying relevant segments and content to retarget visitors.
 Effectively engaging the visitor without alienating them.
 Measuring success and articulating ROI to management.
Challenges

10. © 2010 IBM Corporation
IBM Enterprise Marketing Management
IBM Confidential10
Search for
Product
Search Engines
Arrive Directly
to Website
Shop within
Website
Search within Site
via Homepage
Browse
Product Pages
Place Items
in Cart
Purchase Items
Leave
Website
Continue
Researching
Continue
Shopping
Return to
Website
Purchase
Research
Alternative Items
Solution: Retargeting With Personalized Content at Multiple Touchpoints

11. © 2010 IBM Corporation
IBM Enterprise Marketing Management
IBM Confidential11
Step 1
Potential Customer
acquired via
PPC Campaign…
Step 2
Presented with
personalized product
recommendations based
on browsing history…
Step 3
Carts an item,
but does not purchase…
Delivering Value from Retargeting Programs

12. © 2010 IBM Corporation
IBM Enterprise Marketing Management
IBM Confidential12
Step 4
Views a display ad on
another site and returns
to the site…
Receives a follow-up
email showing products
related to carted item…
Step 5
Clicks through email and
purchases product.
Delivering Value from Retargeting Programs

13. © 2010 IBM Corporation
IBM Enterprise Marketing Management
IBM Confidential13
PETCO Display Ads: Audience Segments Retargeted…
Bird Cage Searchers
Dog Behavior Control Searchers
Aquarium Searchers
Cat Furniture Searchers
Delivering Value from Retargeting Programs

14. © 2010 IBM Corporation
IBM Enterprise Marketing Management
IBM Confidential14
Average Time on Site has
DECLINED compared to
last year.
Shrinking window of
opportunity to engage
visitors.
Online Trends

15. © 2010 IBM Corporation
IBM Enterprise Marketing Management
IBM Confidential15
Single Page Bounce Rate
has INCREASED
compared to last year.
Visitors are more unwilling
to hunt for what they want.
Online Trends

16. © 2010 IBM Corporation
IBM Enterprise Marketing Management
IBM Confidential16
Another Poll
 What is the biggest benefit to engage and adopt
retargeting strategies?
A. More effectively spend to acquire visits
B. More efficiently reaching out to visitors
C. Avoid becoming irrelevant to your customers

17. © 2010 IBM Corporation
IBM Enterprise Marketing Management
IBM Confidential17
• Do not be irrelevant
• <Less Tolerance, Attention span is on the decline>
• <Tailored Messages, Personalized Conversation>
• Be Efficient
• <Leverage Real-time data syndication and Extensive Web Reach>
• Be Cost Effective
• Key tools to Evaluate and Optimize
Best Practices

18. © 2010 IBM Corporation
IBM Enterprise Marketing Management
IBM Confidential18
Challenge
• Finding the right message for the right audience
Solution
• Advanced Segmentation
• “Ace in the Pocket” segments
Dormant, Abandoners, Post Purchasers
• “Social and Adopter” segments
Mobile users, Socializers, Ratings, Facebook Fans
• “Surgical Shoppers” segments
Bouncers, One Page visitors, leverage search terms, products browsed
Benefit
•Increase conversion, increase brand loyalty, increase visitor opinion of
each interaction
Relevancy

19. © 2010 IBM Corporation
IBM Enterprise Marketing Management
IBM Confidential19
• 17x Lift in Conversion Rate
• 25x Lift in Revenue/Email
L’OCCITANE EN PROVENCE – Email Personalization

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IBM Enterprise Marketing Management
IBM Confidential20
Challenge
• Communicating with your customers before the competition does
Solution
• Real-Time Data Syndication
• Leverage Display Advertising Partners
• Communicate with those who you do not have email addresses
• Answer the call of the Attention Challenged
• Deliver effective content and messaging to each target group
Benefit
• Recapture visitors before your competition does.
Efficiency

21. © 2010 IBM Corporation
IBM Enterprise Marketing Management
IBM Confidential21
 Post-Purchase Offers
 Trigger after items are purchased
 Offer complimentary accessories, up-sells, or refills for
specific SKU sets
 Recapture abandoner
Retargeting Use Case Examples

22. © 2010 IBM Corporation
IBM Enterprise Marketing Management
IBM Confidential22
Retargeting Use Case Examples

23. © 2010 IBM Corporation
IBM Enterprise Marketing Management
IBM Confidential23
Challenge
•Cost Effectively acquiring and reacquiring visitors to your site.
Solution
•Retargeting Segments through less expensive channels
•Non-identified visitors via Display Campaigns
•Registered visitors via Email Campaigns
•Re-acquire paid searchers via Display Campaigns
•Shift target segments into a more affordable and more
effective personalization message.
Benefit
•More effectively spend marketing dollars and increase
conversion
Cost Effective

24. © 2010 IBM Corporation
IBM Enterprise Marketing Management
IBM Confidential24
 Leverage your search analytics application to identify target segments and use retarget
specific ad groups via display advertising
Use Case – Retargeting Search Users

25. © 2010 IBM Corporation
IBM Enterprise Marketing Management
IBM Confidential25
 Leverage your search analytics application to identify target segments and use retarget
specific ad groups via display advertising
Use Case – Retargeting Search Users

26. © 2010 IBM Corporation
IBM Enterprise Marketing Management
IBM Confidential26
 Leverage your analytics tool to identify and segment users that are referred by social
media sites
 Reach these users via email
Use Case – Retargeting Search Users

27. © 2010 IBM Corporation
IBM Enterprise Marketing Management
IBM Confidential27
Challenge
•Continuously optimizing retargeting efforts as visitors change behaviors.
Solution
•Evaluate across all channels for each key segment
•Automate the integration of segment data to partners
•Leverage Attribution to better attribute credit to key investments
•Understand how different channels play different roles in buyer lifecycle
•Invest in the channels to trigger the desired behavior
•Optimize spend through leveraging more cost effective channels
•Continuously re-evaluate.
Benefit
•Better understanding of how your marketing efforts are performing.
Measurement and Optimization

28. © 2010 IBM Corporation
IBM Enterprise Marketing Management
IBM Confidential28
ReTargeting
via Email
ReTargeting
via Display
Advertising
ReTargeting
Measurement
and
Optimization
Your Path to Sophisticated Retargeting

29. © 2010 IBM Corporation
IBM Enterprise Marketing Management
IBM Confidential29
See how it works: www.CoremetricsWorld.com

30. © 2010 IBM Corporation
IBM Enterprise Marketing Management
IBM Confidential30
Request copies of the presentation by
emailing webinars@coremetrics.com
Visit the Resource Center:
www.CoremetricsWorld.com
…including 12 new white papers
• Driving Value from Your Multichannel Data
• Social Media Marketing and Measurement
• Quantifying Your Returns from Online
Advertising
Thank you for your participation.
Please submit your questions in the chat box.
Question & Answer

31. © 2010 IBM Corporation
IBM Enterprise Marketing Management
IBM Confidential31
See how it works: www.CoremetricsWorld.com

32. © 2010 IBM Corporation
IBM Enterprise Marketing Management
IBM Confidential32
Request copies of the presentation by
emailing webinars@coremetrics.com
Visit the Resource Center:
www.CoremetricsWorld.com
…including 12 new white papers
• Driving Value from Your Multichannel Data
• Social Media Marketing and Measurement
• Quantifying Your Returns from Online
Advertising
Thank you for your participation.
Please submit your questions in the chat box.
Question & Answer

33. © 2010 IBM Corporation
IBM Enterprise Marketing Management
IBM Confidential33
See how it works: www.CoremetricsWorld.com

34. © 2010 IBM Corporation
IBM Enterprise Marketing Management
IBM Confidential34
Request copies of the presentation by
emailing webinars@coremetrics.com
Visit the Resource Center:
www.CoremetricsWorld.com
…including 12 new white papers
• Driving Value from Your Multichannel Data
• Social Media Marketing and Measurement
• Quantifying Your Returns from Online
Advertising
Thank you for your participation.
Please submit your questions in the chat box.
Question & Answer