emma higham - the future of doubleclick with google analytics
DESCRIPTION
DBi & Google Event July 2014TRANSCRIPT
The future of DoubleClick with GAUsing tech to design a tailored approach
Emma HighamIndustry AnalystMedia Buying [email protected]
Tailor your websiteData-driven design
GA enables a tailored approach to design
High BR on dress page in April1 Sophie lands on
dress page on Zalando.at
Prom dresses converting 2x
2 3Dress page is
optimised for prom season
Tailor your marketingGood data enables personalization
Data flow within a great platform
doubleclickaudience center
ACCESS ANALYSIS ACTION
Audience Composition
AudienceReach and Frequency
Lookalike Modeling
Audience Performance
Advanced Segmentation
1p audiences
Site Analytics
Campaign Data
3p audiences
Offline/CRM
Buying platforms
Content Personalization
Site Analytics
Creative Optimization
GA insights are used in DBM to tailor your marketing
Google Data: Audience, Youtube & Contextual
Google Analytics Premium Segments
Doubleclick Search Adserver and Adwords
First-party data
Third-party data
Use stack data to enhance your programmatic buying across desktop, mobile, tablet, display & video.
GA enables a tailored approach to design
1 Sophie searches for
moving companies
Dynamically targeted ad offering monthly payments
She abandons
checkout at payment
3
NEW SOFAS
Monthly Payments!
42 She clicks on an ad for
sofas
Case study: powerful DBM & full stack integrationHow valuable are they? Are they
engaged with our brand?
CPA80% below target
900% Budget Increase
8 person team trained
6 million extra engaged cookies
Have they bought from us before?How likely are
they to convert?
Telecom Advertiser’s
Website
Thank You.Emma HighamIndustry AnalystMedia Buying [email protected]