alistair dent - smx west 2015 - diy data sharing for retargeting
TRANSCRIPT
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Wednesday 4th March 2015
DIY Data sharing for retargeting
Alistair Dent
Head of Product StrategyiProspect
@AlistairDent
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searchmarketingexpo.com@AlistairDent
#SMX #24B
The best retargetingDisplay Website Search Retargeting
Display Website Search Website Retargeting
SearchDirectDisplayDisplayWebsite
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searchmarketingexpo.com@AlistairDent
#SMX #24B
Talk to people across channels
Data
Video
Search
Website
Social Display
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Data sharing is hard
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Data Management Platforms (DMPs)
DMP
CRM
Data Brokers
Analytics
Public Data
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Do it yourself
Query string
Tag manager rule
Remarketing pixel
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Get your taxonomies right
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Value is value, everywhere
Search
Keywords
Intent
Display
Placement
Context
Video
Engagement
Qualification
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Sharing across channels
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Search to display retargeting• Large insurance company• Group by insurance type (e.g. home, car, pet)• Sub-group by keyword semantics (home,
house, flat)• Separately group by purchase intent
(best/reviews vs buy/renew)
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Car park upsell
Enrich CRM data from DVLA (or
DMV)
Read license plate
Decide on message
Cross-sell or upsell
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searchmarketingexpo.com@AlistairDent
#SMX #24B
SummaryEach channel has valuable data
Sharing between channels adds value
DIY that process with remarketing
Use query strings and tag manager rules
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searchmarketingexpo.com@AlistairDent
#SMX #24B