smarter advertising (maria slabaugh)
TRANSCRIPT
#monetatesummit
Smarter AdvertisingMaria Slabaugh, Candidate Marketing Director,
Dice.com
Turn discovered segments into targeted ad buys
Prepared and presented by:
Who is Dice.com?• Dice is a career site just for tech pros
• We’ve been a Monetate customer for 6+ months
Prepared and presented by:
• Everyone wants display to be DR
• Retargeting to rescue But how to measure lift?
• Needed to test and validate Key finding: Only 48% of view through conversions incremental
The Challenge of Display
Prepared and presented by:
Look-alike to the rescue• Non-retargeting display = 92% of
view through conversions incremental
• So how could we get more of that?!
• Enter look-alike targeting
• Match characteristics, behaviors, patterns of your best customers to find new targets
Prepared and presented by:
So how does it work?• Identify conversion patterns
• Learn about characteristics off your site
• Match them to their twins
• Target via display media
• Measure, measure, measure
• Oh, and test display platforms
Prepared and presented by:
**Not*that*we*don’t*like*hiding*them*in*presenta>ons
The End Result• Less waste
• Conversion costs plummeted ($28 to $0.31 per)
• Can finally put DR and display in the same sentence without asterisk*