make a date with your data
TRANSCRIPT
R E V Y O U R C O N V E R S I O N E N G I N E S :
Make a Date With Your Data
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Today’s Relationship Expert
Ryan BurchManager, Advertising Technology Sales
10 years digital advertising industry experience
Recently joined the Ve Interactive team, previously part of eBay Enterprise Display Retargeting business
Managed audience / data integration for top eBay retailers
MBA from Arizona State University (Go Sun Devils!)
Enjoys long walks on the beach and building pivot tables
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Let’s Jump Back to 2015
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Ideal Type
Making the Match
DTR
Relationship Killers
Defining Your End Goal & Your Ideal Customers
Today’s Agenda
The Data Types: Build Your Data Strategy
Defining the Relationship
Common Data Relationship Mistakes
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Data Site, placement, channel performanceConversion analysisCreative conclusionsData integration & synthesisAudience modeling & optimization
Data Management
Platform“DMP”
Demand Side Platform“DSP”
Publisher/DeviceIdeal Type
Defining Your End Goal – How?
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What type of customer do you want to attract?“In the U.S., businesses believe that at least 32 percent of their data is inaccurate”
-Experian Data Quality
Defining Your End Goal – Why?
Ideal Type
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…or sign up for my newsletter?…or learn more about my brand?…or attend an upcoming event?…or join my social media pages?
Defining Your End Goal – What?
Ideal Type
Defining Your End Goal – Who?
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Know your customer
Know your BEST customers. Ideal customers might not be current customers.
Align your data strategy with your business strategy
Use site tools, shipping data and both subjective & objective inputs
Ideal Type
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Making the Match
1st Party – “Your data”
2nd Party – “Our data”
3rd Party – “Their data”
Defining Your End Goal: Where?
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1st Party Data Sets – “Your Long-term Relationship Data”
PROS Data is owned by whoever is using itCost-effectiveAccurate if gathered correctly
CONSCurrent data might not be relevantScalability
Making the Match
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2nd Party Data Sets – “Friends of a Friend’s Data”
PROS RelevancyMutually beneficial “exchange”More scale than 1st party (usually)
CONSRelevancy can be issue too!Sharing data Quality
Making the Match
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3rd Party Data Sets - “The Data You Met on the Internet Dating Site”
PROS Scale – Large data setsSpecificityMultiple sources/vendors to choose from
CONSAccuracyRelevancy Expensive
It’s a Match!Making the
Match
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I Know What I Want…Now What?
Communicate! Internally & Externally
Most vendors will have access, but will specialize in different data types & targeting
Stick to your goals. Where in the funnel are you engaging prospects?
Connect the dots: Work to determine your targeting mix
Site, placement, channel performanceConversion analysisCreative conclusionsData integration & synthesisAudience modeling & optimization
DTR
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Behavioral Targeting & Advertising Placement
Connect media targeting with expected value of data segment/prospect group
Bid strategies should align with goals
Context matters. Right person, right place, right time.
DTR
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Dynamic Messaging
Right messageBrowser and visit behaviorTest and learn. What creative/message drives action?Promotional?
DTR
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Lookalike Modeling
Expand and grow your pool.Build targeting groups off those that convert.Target data segments that “look like” those that have performed the best.
DTR
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Common (Data) Relationship Mistakes
Relationship Killers
3 mistakes to avoid for a healthy long-term relationship with your data!
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Ignoring the little things
Basic Marketing 101 principles still apply
Start with the end in mind.
Don’t forget the funnel. One strategy can feed another strategy.
Consistency across the funnel is key.
Relationship Killers
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Neglecting Your Data (AKA Ghosting)
Autopilot doesn’t exist. Ensure targeting strategy is matching with data strategy
Nurture and refresh your data: Update your 1st, 2nd and 3rd party data, de-dupe consistently
Relationship Killers
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Assuming You’re Always Right
Never assume your data targets are 100% accurate
Don’t guess, know
Test. Test. Test
Relationship Killers
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Ideal Type
Making the Match
DTR
Relationship Killers
Let your customer data show you who to target, don’t make assumptions about your customers #Display2Sale
Key Takeaways
1st 2nd & 3rd party data: Combine all three to get the most accurate customer representation #Display2Sale
#Data, without action, is useless #Display2Sale
Data is not static. It’s dynamic and ever-changing…it’s needs consistent attention to work best #Display2Sale
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Questions?
VE INTERA CTIVE LTD | 580 HARRISON AVE, SUITE 401, BOSTON, MA 02118 | WWW.VEINTERACTIVE.COM /US
Happy Valentine’s Day!Join us for our next webinar:
Travel Trends, Tips and Tactics to Drive More Conversions
March 3 at 11:00 a.m. EST
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Contact Ryan:Ryan BurchM: (602) 432 - 9674E: [email protected]