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  • Boosting Cross-Channel Advertising Effectiveness Through Advanced Targeting

    Încărcat de

    Datalicious Pty Ltd
    1K vizualizări34 pagini
    If you want to dramatically increase your ROI and make your cross-channel advertising dollar 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, Christian Bartens gave an insightful presentation on the topic. In essence, the best way to increase ROI is by optimising the conversion funnel from the bottom up. Rather than focusing all your advertising efforts towards brand new prospects, greater profits lies in mining the information you already know about your existing customer base and targeting them to up-sell and cross-sell.

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    Boosting cross-channel advertising effectiveness through advanced targeting

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    If you want to dramatically increase your ROI and make your cross-channel advertising dollar 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, Christian Bartens gave an insightful presentation on the topic. In essence, the best way to increase ROI is by optimising the conversion funnel from the bottom up. Rather than focusing all your advertising efforts towards brand new prospects, greater profits lies in mining the information you already know about your existing customer base and targeting them to up-sell and cross-sell.

    Drepturi de autor:

    Attribution Non-Commercial (BY-NC)
    Descărcați ca PDF, TXT sau citiți online pe Scribd
    Indicator pentru conținut neadecvat
    1K vizualizări34 pagini

    Boosting Cross-Channel Advertising Effectiveness Through Advanced Targeting

    Încărcat de

    Datalicious Pty Ltd
    If you want to dramatically increase your ROI and make your cross-channel advertising dollar 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, Christian Bartens gave an insightful presentation on the topic. In essence, the best way to increase ROI is by optimising the conversion funnel from the bottom up. Rather than focusing all your advertising efforts towards brand new prospects, greater profits lies in mining the information you already know about your existing customer base and targeting them to up-sell and cross-sell.

    Drepturi de autor:

    Attribution Non-Commercial (BY-NC)
    Descărcați ca PDF, TXT sau citiți online pe Scribd
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    din 34

    >

    Cross-Channel Targe/ng <


    Cross-channel targe/ng to boost return on marke/ng spend

    > Using data to widen the funnel


    Turning data into ac.onable insights to widen the conversion funnel

    Media A:ribu/on & Modeling


    Maximise reach, awareness & increase ROI

    Targe/ng & Merchandising


    Improve engagement, boost loyalty

    Tes/ng & Op/misa/on


    Remove barriers, drive sales

    Boos/ng ROI
    May 2013 Datalicious Pty Ltd 2

    > Clients across all industries

    May 2013

    Datalicious Pty Ltd

    > Using data to widen the funnel


    Turning data into ac.onable insights to widen the conversion funnel

    Media A:ribu/on & Modeling


    Maximise reach, awareness & increase ROI

    Targe/ng & Merchandising


    Improve engagement, boost loyalty

    Tes/ng & Op/misa/on


    Remove barriers, drive sales

    Boos/ng ROI
    May 2013 Datalicious Pty Ltd 4

    ACME Corp Example

    May 2013

    Datalicious Pty Ltd

    May 2013

    Datalicious Pty Ltd

    May 2013

    Datalicious Pty Ltd

    > ACME cross-channel targe/ng


    Prospects

    Brand new

    Exis/ng / engaged

    Prospects

    Exis/ng / intent

    Prospects

    Customers
    Op.mising the funnel from the bo;om up
    May 2013 Datalicious Pty Ltd 8

    Exis/ng

    > Targe/ng protable customers

    Awareness

    Engagement

    Conversion

    Loyalty

    May 2013

    Datalicious Pty Ltd

    > ACME cross-channel targe/ng


    Audience extension

    Prospects

    Brand new

    Exis/ng / engaged

    Prospects

    Re-targe/ng

    Process re-ini/a/on

    Exis/ng / intent

    Prospects

    Customers

    Exis/ng

    Up/cross-sell

    Op.mising the funnel from the bo;om up


    May 2013 Datalicious Pty Ltd 10

    ACME Corp Up/cross-sell

    May 2013

    Datalicious Pty Ltd

    11

    > Combining data sources


    Website behaviour

    Customer prole

    +
    Datalicious Pty Ltd

    Prospects

    Customers The whole is greater than the sum of its parts

    3rd party data

    May 2013

    12

    > Registra/on and login pages


    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& [...]

    May 2013

    Datalicious Pty Ltd

    13

    > Email click-through iden/ca/on


    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& [...]


    May 2013 Datalicious Pty Ltd 14

    > Personalised URLs for direct mail


    acme.com/chris/anbartens redirects to amp.com.au?

    Catch on acme.com 404 error page


    May 2013

    CampaignID=12345& CustomerID=12345& Demographics=M|25& CustomerSegment=A1& CustomerValue=High& ProductHistory=A6& NextProduct=A7& ChurnRisk=High& [...]


    Datalicious Pty Ltd 15

    hRp://www.samsung.com/? CampaignID=FB:12345& Loca/on=Sydney& Demographics=M|25& Interests=Traveling


    May 2013 Datalicious Pty Ltd 16

    1,875% ROI

    May 2013

    Datalicious Pty Ltd

    17

    ACME Corp Process re-ini/a/on

    May 2013

    Datalicious Pty Ltd

    18

    May 2013

    Datalicious Pty Ltd

    19

    1,333% ROI

    May 2013

    Datalicious Pty Ltd

    20

    ACME Corp Re-targe/ng

    May 2013

    Datalicious Pty Ltd

    21

    1300 PRIORITY

    PREMIUM OFFER
    PREMIUM EXPERIENCE
    May 2013 Datalicious Pty Ltd 22

    PREMIUM EXPERIENCE
    May 2013 Datalicious Pty Ltd 23

    > Segmenta/on & targe/ng matrix


    Phase Segmenta/on based on: Search terms, ad response, web behaviour, CRM prole, etc Default Awareness Considera/on Purchase Customer Advocate Inuencer
    May 2013

    Data

    Product A Message A1 Message A2 Message A3 Message B4

    Product B Message B1 Message B2 Message B3 Message A4 Message A5 Message A7 Default Product view Where to buy Transac/ons NPS, review Kred, Klout
    24

    Message D1 Message D2 Message D3

    N/A

    Message B5 Message B7
    Datalicious Pty Ltd

    > Design and test experiences


    Issue FAQs

    Oer

    Email

    Display

    Issue

    Live chat

    Phone call

    Postcard

    All customers Segment A, B, C Segment D, E Inuencers Lovers

    Oer

    Phone call

    Le:er

    Email

    Display

    May 2013

    Datalicious Pty Ltd

    25

    800% ROI

    May 2013

    Datalicious Pty Ltd

    26

    ACME Corp Audience extension

    May 2013

    Datalicious Pty Ltd

    27

    > Audience extension (DSPs)

    May 2013

    Datalicious Pty Ltd

    28

    > Audience extension (Geo)


    Customer transac/ons Current customer value Customer segmenta/on

    Customer address

    Veda DataExpress

    Customer value poten/al

    Customer targe/ng

    RDA Research geoTribes

    Geo-demographic segmenta/on

    Prospect, customer segm.

    Roy Morgan Value Segments

    Roy Morgan Asteroid

    Oine media behaviour

    Oine media planning

    Experian Mosaic

    Experian Hitwise

    Online media behaviour

    Online media planning

    May 2013

    Datalicious Pty Ltd

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    > Targe/ng protable customers

    Awareness

    Engagement

    Conversion

    Loyalty

    Geo-demographics segments
    May 2013 Datalicious Pty Ltd 30

    480% ROI

    May 2013

    Datalicious Pty Ltd

    31

    > ACME cross-channel targe/ng


    Audience 480% ROI extension

    Prospects

    Brand new

    Exis/ng / engaged

    Prospects

    Re-targe/ng 800% ROI

    Process 1,333% ROI re-ini/a/on

    Exis/ng / intent

    Prospects

    Customers

    Exis/ng

    Up/cross-sell 1,875% ROI

    Op.mising the funnel from the bo;om up


    May 2013 Datalicious Pty Ltd 32

    cbartens@datalicious.com blog.datalicious.com twi:er.com/datalicious


    May 2013 Datalicious Pty Ltd 33

    Contact me Learn more Follow us

    Smart data driven marke/ng

    May 2013

    Datalicious Pty Ltd

    34

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