rlsa: capturing the wandering visitor
TRANSCRIPT
RLSA: Capturing the Wandering VisitorManny RivasVP of Account Management - aimClear
@mannyrivas
clas
sic
scen
ario
@mannyrivas
didn’t convert / micro-conversion
visit
search
evo
lvin
g s
cen
ario
@mannyrivas
didn’t convert / micro-conversion
visit
search
evo
lvin
g s
cen
ario • Marketing director
• 5+ yrs experience• Company size: 51+• Industry: Automotive
@mannyrivas
Interests, Affinities, Proclivities, Biases, Predispositions, Religion, Sexuality, Occupation, Education, Workplace, Preferences, Age, Gender, Likings, Age, Predilections,
Attractions, Medical Condition, Economic Status, Peccadilloes, Desires, Correspondences, Empathies,
Relationships, Appetites, Weaknesses, Tastes, Inclinations, Corporate Loyalties
Whole Customer Targeting: Selling With Psychographics / Targeting
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Audience Cookie Pools
SOCIAL AUDIENCE AND/OR CREATIVE AS RETARGETING METAPHORS
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obnoxious retargeting alienates potential customers & devalues brand equity
@mannyrivas
profitable & consumer-centric campaigns
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18
Funnel Needs To:• Demystify• Serve• Remove Barriers
@mannyrivas
19
MASTERING THE MECHANICS
mastering mechanics
Hyper-segmentation requires mad
amounts of data
@mannyrivas
Effective retargeting requires balance between volume & specificity
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Scaling happens at the top of the funnel
RLSA features will continue to expand
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behavior (sessions, days since last session, transactions, duration)
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time to purchase
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REMARKETING GONE SOCIAL
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RETAIN ENGAGED USERS
@mannyrivas
TRUE VALUE OF A LIST
True Channel Level ROAS
=__________Revenue_________(1st Touch Cost + 2nd Touch Cost)
@mannyrivas
TRUE VALUE OF A LIST
True Channel Level CPA
=(1st Touch Cost + 2nd Touch Cost)
Conversions
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Visited site organically
@mannyrivas
Visited site from Facebook campaign
Search: Vertical Specific Hard CTA Ad
GDN: Vertical Specific Hard CTA Ad
Driven to content
Clicked Didn’t Click Didn’t convert Converted
Didn’t convert Converted
Off list
@mannyrivas
BE MINDFUL OF ALL POSSIBLE
USER TOUCH POINTS
DON’T FORGET: DEMYSTIFY, SERVE & REMOVE BARRIERS
REMEMBER: DEMYSTIFY, SERVE & REMOVE BARRIERS