Data Modeling. Presented by Mike Skladony. February 4,

Transcription

1 Data Modeling Presented by Mike Skladony February 4,

2 Online-Based Data vs. Offline-Based Data Online-Based Data Inferred based on average demographics of user-visited websites and web categories. Offline-Based Data Verified public records that can be cross-referenced depending on desired variables. Age and Gender Visited a football website = labeled as a male. Visited a gardening website = labeled as a female. Prospective Auto Buyer Visited automotive website, searched for cars Age and Gender Verified by households (census data, federal government survey data, etc.) Prospective Auto Buyer Verified auto ownership by make & model, affluence, age, household composition February 4,

3 Cookies vs. IP Targeting Cookie-Based Targeting IP Targeting List/CRM Match Rate Averages less than 30% Averages 90-95% Reach & Coverage Unknown. Depends on cookie duplicates and the number of users blocking cookies. 100% reach whenever a user is online. Best Use Retargeting campaigns. Bottom of the sales funnel applications - click to close" offers. Offline to online user matching. Cross-Device reach Trade area coverage February 4,

4 SMART ZONES February 4,

5 Modeling and Profiling Use your first party data to find prospective students Who are your students? What do they look like? Why are they your students? February 4,

6 SITE VISITOR ATTRIBUTION What is Site Visitor Attribution (SVA)? A patented process that provides a detailed snapshot of who your site visitors are and enables further marketing action. Profile mapping: site visitor IP addresses can be linked to our offline database Profiles include demographics, location, device type, and the marketing channel they came from. Consumers can now be linked back to their original online audience. New informed campaigns and look-alike audiences can be created February 4,

7 SITE VISITOR ATTRIBUTION SVA and Google Analytics SVA works with Google Analytics to enhance the website attribution data available to site owners, as well as provide clear channels to act on this marketing intelligence. Segment visitor location by household, business, education, government, and Wi-Fi hotspot Demographic variables attached without the use of cookies Age, gender, ethnicity, income, net worth, and more February 4,

8 SITE VISITOR ATTRIBUTION Benefits of SVA Profiling & Data Appends Attribution Tracking Generate attribution metrics from all impressions and marketing tactics working with UTM codes Multi-Channel Tracking Monitor site visitors from offline campaigns Business & Competitor Tracking Know the names of the organizations that are visiting your site Data Appends Append data for analytics February 4,

9 SITE VISITOR ATTRIBUTION Benefits of SVA Actionable Marketing Intelligence Lead Generation Turn site and page visits into qualified sales leads in one step Retargeting All site visits from any user contact can now be retargeted Look-Alike Audiences Automate look-alike modeled audiences New Campaigns Create new campaigns targeting universes with strong (or weak) site traffic February 4,

10 Modeling and SVA Take-Aways Modeling Modeling allows for the optimal selection of targets through the use of verified data profiles Development time for audiences is reduced compared to online-based methods Reach is expanded when applied to IP targeting Site Visitor Attribution SVA is an extension of your existing website attribution programs Visitor profiles allow for a more 3- Dimensional understanding of your prospects SVA profiling data can be used to optimize current and new marketing campaigns February 4,