MAXIMIZE ROI ON FACEBOOK MEDIA

MAXIMIZE ROI ON FACEBOOK MEDIA

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A full two thirds of Americans have Facebook profiles, logging in multiple times a day to do everything from sharing content to interacting with friends and brands. Today, nearly half of marketers report that measuring and demonstrating return on their social marketing investment is their greatest challenge – and their biggest deterrent to adoption. Our deep-rooted expertise in advanced analytics data and our proprietary technology can now enable better targeting, measurement and insights that will maximize ROI on Facebook Media.

OfferingsThere is an array of complementary options to drive e-commerce and in-store sales through Facebook. And we can now provide unified reporting across all of the Facebook buying options.

1. Facebook Marketplace – This is the standard display advertising capability that has been available for several years. While it does leverage Facebook data for making targeted media buys based on aspects (such as groups, likes, associations, interests and friends), marketers do not have access to that data, nor the ability to utilize it with their own customer data (or within any other media or channels). In the past, conversion tracking capabilities were limited, preventing marketers from accurately measuring the value of Facebook media. Today, post-view tracking is available, making it possible to assess programs much more accurately. If you have tried Facebook Marketplace in the past without success, another look may be in order.

2. Facebook Exchange – This improved offering allows marketers to leverage their own anonymous customer and prospect data for media- buying tactics such as email and site retargeting, third party online data as well as scaling by finding lookalikes through real time bidding. This option also permits post-view conversion tracking, enabling marketers to manage contact frequency between marketplace ads and standard display, as well as advanced attribution modeling. Because Merkle’s IMPAQT Trading is the first agency that has been granted access to the Facebook logs, targeting

Technology

Data

Analytics

Open Graph Technology

MEGAN PAGLIUC A | GENER AL MANAGER, IMPAQT TR ADING | MPAGLIUC A@MERKLEINC.COM1.877.9MERKLE | MERKLEINC.COM | © 2012 MERKLE INC.

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can be optimized at the individual level, delivering the highest possible ROI. With best-in-class data, analytics and technology, Merkle’s IMPAQT Trading has the ability to perform the most accurate measurement and attribution for Facebook marketplace ads, display and paid search.

3. Facebook Custom Audiences – this powerful option gives marketers the opportunity to target their customers who are on Facebook by leveraging their own CRM data to deliver ads based on email match, Facebook user ID match and phone match. Given these growing, complementary targeting options, imagine the possibilities of combining CRM data with Facebook interest and social connection data to serve the most precisely targeted and highly relevant advertising ever possible. We possess not only the infrastructure but also the in-depth analytical capabilities and knowledge of the digital space required to activate this data in media targeting. Which brings us to option number four:

4. Facebook Login – Facebook Login allows websites and mobile devices to integrate with Facebook and send information both ways. Marketers can not only bring friends (and their interest data) into your website, but also post Facebook offers or content that appear on members’ news feeds. Our technology enables single sign on and site socialization for commerce, which in turn enables data capture. This valuable, permission-based Facebook user and friend profile data can be tied to offline sales for measurement, to better understand customer profiles for insights, and to more precisely target through Facebook Marketplace ads, video ads and standard, display ads.

Valuable Facebook user

and friend profile data collected by

Social Amp

THIS APP WILL RECEIVE: • Your basic info [ ? ] • Your email address (sarah.smith@duke.edu) • Your birthday • Your likes • Friends’ profile info: descriptions, birthdays and likes

Advertiser Site

Log In with Facebook Cancel

Hi, Sarah

482K

Facebook Marketplace ads

Video ads

Standard display ads

Permissioned Open Graph Data is Powerful in Re-Targeting on Facebook

Connect with Facebook

The social marketplace is evolving at such a rapid pace, marketers must be able to move exceptionally quickly to capitalize on this rare opportunity for competitive advantage. Marketing innovators will gain first-mover advantage in the social targeting space. It will require a deep understanding of the implications of these changes, reviews of existing marketing strategies and plans, and development of rapid strategies to begin pilots, tests, and other forays using thenew capabilities.

About MerkleMerkle, a customer relationship marketing (CRM) firm, is the nation’s largest privately-held agency. For more than 20 years, Fortune 1000 companies and leading nonprofit organizations have partnered with Merkle to maximize the value of their customer portfolios. By combining a complete range of marketing, technical, analytical and creative disciplines, Merkle works with clients to design, execute and evaluate connected CRM programs. With more than 1,600 employees, Merkle is headquartered near Baltimore in Columbia, Maryland with additional offices in Boston; Chicago; Denver; Little Rock; Minneapolis; New York; Philadelphia; Pittsburgh; San Francisco; Hagerstown, MD and Shanghai. For more information, contact Merkle at 1-877-9-Merkle or visit www.merkleinc.com.

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Send Us an Email Contact us to learn more about how Merkle’s IMPAQT Trading solution can help you optimize your brand’s digital advertising impressions, conversions and ROI.

Megan PagliucaGeneral Manager, IMPAQT Trading mpagliuca@merkleinc.com