Right Time, Right Place, Right Ad: How to take advantage of Facebook Audience

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1 Right Time, Right Place, Right Ad: How to take advantage of Facebook Audience Doug Weiss & Erik Ober

Speakers FPO Doug Weiss Product Growth Team

on LinkedIn Erik Ober VP Advertising Cloud

Making the Most of Your Facebook Advertising by using your customer data to

4 Setting the scene Facebook s Solutions to Make the Most of Your Advertising (~25 mins) Audience Segmentation & Targeting Lead Acquisition & Enrichment Offline Conversion Measurement How Sprinklr Can Help You Take Advantage of Facebook s Solutions (~5 mins) Audience Engine Leads Bridge Offline Event Sync Questions (~15 mins) Sprinklr, Inc. All rights reserved.

People on Facebook are highly engaged 1.

9 Custom Audiences Connect with people using your first-party data People you know People you know on Facebook Facebook Extend your relationship with existing customers Develop net customers and prospects Learn about your customers through insights Sprinklr, Inc. All rights reserved.

10 Lookalike Audiences Find people who share traits and interests with your customers New prospects that look like your most valuable customers People who have recently converted People who like your Page, visit your site, download your app and more Sprinklr, Inc. All rights reserved.

12 3hours a day are spent consuming content on mobile Source: Average Time Spent per Day with Major Media by US Adults, emarketer June 2016, comscore, US Mobile App Report, October Sprinklr, Inc. All rights reserved.

14 To reach people on mobile, reach them where they spend their time 1.9B monthly active people 600M monthly active people 1000s of great apps and websites

15 To reach people on mobile, reach them where they spend their time 1.9B 20 % 600M monthly active people 6 time spent on mobile monthly active people % 1000s of great apps and websites additional reach on mobile

16 Mobile creates new challenges for lead generation 38.5 % longer to fill out forms on mobile than desktop Difficult for businesses to reach their target audience Difficult for people to fill out forms on mobile Sprinklr, Inc. All rights reserved.

19 Facebook s lead ads solve key challenges for lead generation Collect leads on across devices Improve quality of lead contact info Acquire the right leads Access leads in real-time Reach people on any device, when they use Facebook Improve data quality with pre-populated and easy-to-edit forms Ensure you re reaching the right people with targeting and optimization Integrate with CRM or API to immediately take action on your leads with scale Sprinklr, Inc. All rights reserved.

20 Advertisers are using the product creatively to drive customer acquisition and data capture Donor List Sign-Up Product Sampling Inquiry/ Interest Form Inquiry/ Interest Form Deal/Offer Sign-up Event and Voter Registration Contests and Sweepstakes White Paper/ Content Download Sprinklr, Inc. All rights reserved.

Toyota Italy A powerful combination The powerful combination of Facebook video and remarketing with lead ads generated a significant increase in the number of leads during the RAV4

-Paolo Dolcini, Marketing Communications Manager, Toyota Motor Italia Over 2,500 leads generated in 7 days 59 95 % lower cost per lead than Toyota s benchmarks for all digital channels

21 Toyota Italy A powerful combination The powerful combination of Facebook video and remarketing with lead ads generated a significant increase in the number of leads during the RAV4 Hybrid launch campaign, as well as a considerable reduction in the average cost per lead. -Paolo Dolcini, Marketing Communications Manager, Toyota Motor Italia Over 2,500 leads generated in 7 days % lower cost per lead than Toyota s benchmarks for all digital channels % of leads resulted in test drives For the launch of its RAV4 Hybrid, Japanese carmaker Toyota combined brand awareness video with remarketing via lead ads, bringing in a huge number of qualified prospects at a greatly reduced cost per lead Sprinklr, Inc. All rights reserved.

Santander Brazil Credit for those who want it Our main challenge is to provide a pre-evaluated audience with business services in a digital environment, without wasting media and while also expanding

-Gabriele Canettieri, Superintendent of Advertising and Digital Marketing, Banco Santander 7x return on ad investment compared to the average return of recent campaigns 81 % Reach among the campaign

22 Santander Brazil Credit for those who want it Our main challenge is to provide a pre-evaluated audience with business services in a digital environment, without wasting media and while also expanding our reach. These fundamental factors are essential in avoiding a strained relationship with the customer, and in improving our final acquisition cost. -Gabriele Canettieri, Superintendent of Advertising and Digital Marketing, Banco Santander 7x return on ad investment compared to the average return of recent campaigns 81 % Reach among the campaign s target audience 52 % Increase in qualified leads compared to campaigns redirecting people to the website Brazil s third largest private bank was able to directly reach customers who were interested in its pre-approved credit product, thanks to more accurate segmentation of managed Custom Audiences Sprinklr, Inc. All rights reserved.

7.8% E-COMMERCE People still make the majority of purchases in stores While ecommerce is

HOWEVER digital interactions are increasingly influencing sales 66% of

Offline Conversions Tie your ad campaign to business transactions, wherever they take place

29 Match your transactions to campaigns to determine attribution Offline Conversions work for all advertising objective across Facebook, Instagram, and Audience Network YOUR CUSTOMER TRANSACTIONS YOUR CUSTOMERS ON FACEBOOK YOUR FACEBOOK CAMPAIGN AUDIENCE CRM data, POS Systems ATTRIBUTED TRANSACTIONS Sprinklr, Inc. All rights reserved.

30 How Facebook Offline Conversions works Jasper s Boutique $ XX.XX $ $ XX.XX TOTAL: $ Multiple Integration Points: Point of Sale CRM data Direct upload Securely encrypted and hashed: Data transfer via API Direct upload through Business Manager Custom Audiences Lift Tools Ads Reporting Real-time reporting on sales from: Store sales Call centers Deferred payments Sprinklr, Inc. All rights reserved.

31 Connect your offline data to your Facebook campaigns to supercharge your digital efforts with real world insights MEASURE TRUE VALUE Account for your ad spend across channels TARGET MORE OF THE RIGHT PEOPLE Create richer audiences based on offline behaviors and attributes OPTIMIZE YOUR PERFORMANCE Make better decisions based on timely insights Sprinklr, Inc. All rights reserved.

33 Sprinklr enables Enterprise integration with Facebook Transferring Enterprise data and activity to Facebook can be manual, risky, and hard Custom Audiences & Offline Conversions Enterprise Facebook Leads, Insights & Measurement Transferring Facebook data and activity to the Enterprise can be manual, risky, and hard Sprinklr, Inc. All rights reserved.

34 Sprinklr enables Enterprise integration with Facebook Transferring Enterprise data and activity to Facebook can be manual, risky, and hard Custom Audiences & Offline Conversions Enterprise Facebook Leads, Insights & Measurement Transferring Facebook data and activity to the Enterprise can be manual, risky, and hard Sprinklr, Inc. All rights reserved.

37 Sprinklr Audience Engine One Click Connectors Customer Data Sources Custom Audiences SMS Subscribers who have not Purchased in last 90 days People talking about Shopping who have not Visited yet Sprinklr, Inc. All rights reserved.

38 38 Custom Audiences

39 Sprinklr Audience Engine Segmentation Customer Data Sources Custom Audiences SMS Subscribers who have not Purchased in last 90 days People talking about Shopping who have not Visited yet Sprinklr, Inc. All rights reserved.

40 40

41 Sprinklr Audience Engine Dynamic Custom Audiences Sync Customer Data Sources Custom Audiences SMS Subscribers who have not Purchased in last 90 days People talking about Shopping who have not Visited yet Sprinklr, Inc. All rights reserved.

Sprinklr Leads Bridge Targeting Lead Ads on Facebook Custom Audiences

46 46 Custom Audiences

48 Benefits when using Sprinklr Increased Revenue Dramatically improve engagement rates, media performance, return on ad spend and investment. Better Customer Experience Personalize content and products to people. Create social and mobile experiences that customers value and love. Reduced Risk Eliminate PII/security liability of sharing customer data. Save Time/Money Automate data management processes (export, analyze, import, repeat) and integrate silo d systems Sprinklr, Inc. All rights reserved.

Identify, Target and Measure

SOLUTIONS GUIDE Three Unique Steps to Effective Digital Advertising: Identify, Target and Measure Financial institutions digital spend is growing rapidly. In just six years time, it s expected to nearly