How to Leverage Your 1 st -party Data to Maximize your True Media ROI, with:

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Charla Bond
5 years ago
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1 How to Leverage Your 1 st -party Data to Maximize your True Media ROI, with: What you will learn: - Practical examples of 1st-party data - How to unlock and explore (in a way that s simple and actionable) the hidden value in your company s 1st-party data - Practical steps to activating your 1st-party audiences to a) maximize the ROI in your digital media buys and b) set you apart from the competition.

2 Active Advisor + Maximizing ROI through Digital Data Activation

3 Maximizing ROI through Digital Data Activation

4 Is this presentation about 1 st -party Data? REVENUE CENTER Working Capital? Analytics? COST CENTER Non-Working Capital (Or, is this session about how Analytics is no longer a non-working capital?)

5 Enabling Best-in-Class Digital Marketing the DDM stack + Transparency, Ownership, Insight and Education, Empowerment ROI

6 Data Activation. Focus on Action, less so on Technology. = + Whitepaper. Data is Analytics, Media and Creative.

7 Please do Lunch and Learn: - 45 minutes - Interrupt me - Question everything - Walk away with ideas that you can implement tomorrow - Talk to us this afternoon or anytime, we want to share and educate

8 Why 1 st -party data?

9 What is the low-hanging fruit of 1 st -party data? We believe that Web Analytics data is the low-hanging fruit of first party data - Access with a simple login - Barriers very low - Extraction easy - IT involvement - none

10 Increase Media ROI with your 1 st -party Google Analytics data: Seamless movement of Audiences between the Analytics and Media stacks

11 Web Analytics 1 st -party data. Purchase Funnel = Intent Segmentation Implications for Lead gen - Form, steps - Content, pre form

12 Why should you care about segmenting your 1 st -party data along the Purchase Funnel? Media ROI Insights. not HIGH LOW

13 1 st -party data Insights. Programmatic Display and True ROI. Intent Incrementality ROI + emphasize Low High Low emphasize emphasize discount discount High Low High TBD CPA prospecting implications

14 1 st -party data Insights. Programmatic Display and True ROI. exclude emphasize emphasize etc CPA prospecting implications

15 1 st -party Web Analytics data. Customer Segmentation. Find your best customers Target customers who buy often, come back often, go deep into your site, spend more time on site, write reviews, etc. Know those you don t want To optimize your prospecting, negatively target from your IOs audiences that bounce from your site more than 4 times Easily group Custom Segments Put them into groups or segments for easy access and to better inform future media campaigns. Serve better creative Serve dynamic creative to the right audience, at the right time based on time spent on site, return rate, and more.

16 1 st -party Web Analytics data. Behavioral Segmentation.

17 1 st -party Web Analytics data. Geo Segmentation.

18 1 st -party Web Analytics data. Geo Segmentation. Data is Better Creative. > > > >

19 Using Offline 1 st party data in Digital Marketing to Maximize the ROI.

20 What s the second easiest bucket of 1 st -party Data, to Activate? Buyers.

21 How do you connect 1 st -party Buyer data with their cookies or device ids? How do you buy media against those cookies? Whitepaper.

22 Implications from Buyer 1 st party data mapping CPA and Response For instance, assume your maximum CPA is $50. Whom should you map 100% of the past-buyer cookies to? The answer is the bought three times segment, since all of the Frequency and Recency groups have a CPA of $50 or less.

23 Measuring Lift from 1 st -Party Buyer to Cookie mapping. RFM Segments. Alternative to offline Catalog marketing. Sampled Customers Sampled Customers Making Purchases Sampled Customer $ Sales $ Sales Per Sampled Customer Conversion Rate Recency Frequency Monetary Not Cookie- Targeted Cookie- Targeted Not Cookie- Targeted Cookie- Targeted Not Cookie- Targeted Cookie- Targeted Not Cookie- Targeted Cookie- Targeted Not Cookie- Targeted Cookie- Targeted A Months A. 3+ C. $ ,979 3, $10,631 $24,215 $5.37 $ % 11.4% A Months A. 3+ D. $ ,548 3, $10,520 $17,706 $4.13 $ % 9.3% A Months A. 3+ E. $ ,946 2, $5,521 $9,066 $2.84 $ % 6.7% A Months B. 2 C. $ $2,063 $4,347 $3.28 $ % 6.4% A Months B. 2 D. $ ,491 2, $6,019 $10,208 $4.04 $ % 5.0% A Months B. 2 E. $ ,395 4, $9,608 $13,656 $2.83 $ % 4.9% A Months A. 3+ C. $ ,894 3, $18,353 $30,169 $6.34 z $ % 14.5% A Months A. 3+ D. $ ,510 4, $18,899 $23,445 $5.38 $ % 10.8% A Months A. 3+ E. $ ,427 2, $10,793 $16,474 $4.45 $ % 10.2% A Months B. 2 C. $ $2,159 $2,610 $4.46 $ % 6.0% A Months B. 2 D. $ ,334 1, $7,184 $7,012 $5.39 $ % 7.7% A Months B. 2 E. $ ,316 3, $12,688 $14,639 $3.83 $ % 7.6% 25,953 34,103 1,985 3,016 $114,436 $173,548 $4.41 $ % 8.8% 15% lift overall, BUT every segment responds to targeting differently resulting in higher and lower ROI.

24 You have to understand your own data. You re not going to be able to just plug in some numbers, some equations and get out an answer that makes sense if you don t understand your own data. Optimization-Attribution-Across-Multichannel-Marketing-Efforts/

25 = + Examples of how DDM data is accessible and activated across the various parts of the stack

26 Better Programmatic Display. + Data is smarter media buying DoubleClick Digital Marketing Segmented Remarketing lists Conversions Behavior metrics Campaigns Performance Metrics media cost

27 Transparency in Programmatic Display. +

28 Better Multi-DSP Programmatic Display: +

29 Better Multi-DSP Programmatic Display: + >

30 Transparency in Multi-DSP Programmatic Display: +

31 Powerful Digital Attribution. +

32 Lift Measurement through Attribution. + Conversion Rate Max. Lift response rate Avg. Lift response rate 17.6% Base response rate Display Impressions per Conversion

33 Media Mix and Re-allocation for Higher ROI: +

34 Coming Soon, Google s Data Management Platform (DMP)

35 Audience Center Coming Soon, Google s Data Management Platform (DMP)

36 Enabling Best-in-Class Digital Marketing the DDM stack + Transparency, Ownership, Insight and Education, Empowerment ROI

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