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1:1 Marketing in Online Advertising at SCALE

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1:1 Marketing in Online Advertising at SCALE 1:1 Marketing in Online Advertising at SCALE Presented by Andrew Hirshman What We’ll Talk About Today Overview Personalization Touchpoints: ○ Site Side: Company Properties ○ 3rd Party Space: The Internet at Large ○ The Ties That Bind: Tag and Identity Management Disclaimer: “The following slides, are strictly the point of view of the presenter.” Company Data and Decision Support Systems Online Advertising and Audience Management Ecosystem Possibilities are Vast...Implementation Endless. Small, But Well Identified Data Drove Early Customer Experiences Early Mainstream Internet Amazon in 1999: A shopping Search Engine Amazon on Valentine’s Day 2016 1st Party Data: Company Owned & Operated Company Data and Decision Support Systems Content Optimization and Testing Platforms Customer Service Signals Sensor and App Data Segmentation and Content/Offer Matching Prospect Prospect Prospect Prospect Prospect Searched Someone Mom on Current Who is in BMW Car Insuring Keyword Customer- market for Owner Teenage “Auto New IP a home Daughter Insurance Address mortgage Reviews” Tailored User Experience Creative Product Active vs. Inactive Price Differentiation Differentiation Differentiation Pursual Offline Channel Sequential Content Routing 3rd Party Space-The Internet Company Web Properties The first section was the Island, Now the Ocean... The InternetThe Internet Population Company Web Properties Company Web Properties Marketing Activation and Audience Management Systems Audience-Publisher Exchange • Real-time ad marketplace that provides transparent and dynamic pricing DSPs (Audience Buying Tools) Progressively, bought more and more at auction (10-100 Milliseconds) Measurement, DMPs, 3rd Party Data (Decision Support) End to End Solutions: Google’s DoubleClick Marketing Suite Design Organize compelling Reach audiences audience creative across formats, data channels screens Execute campaigns across formats, channels, screens Advertiser Publisher Measure for impact Full-funnel unified reporting, Site analytics, Attribution Google Confidential & Proprietary Most audiences are purchased in 10-100 milliseconds, so having data side by side is a major advantage Company Data Vendor Unique Data 3rd Party Data Aggregated Data Custom Media Data CRM Data Web Google Third Party Audiences Analytics e.g. e.g. e.g. Online e.g. Site e.g. Type of Car = Audiences Audience and offline Activity Cross Device Purchased comprised of Performance data Viewability Family Status multiple data and Pricing Browsing Income sets Behavior Job Title Google Confidential & Proprietary Media Decisioning Can Better Align to Profit as opposed to proxies Demo Trigger Classification Insight Relationship Searched 45-54, Current Searched on Female, HHI, BMW Customer, on “Cheap Keyword Atlanta, GA Car Recently Car “Auto Teen Age Purchaser Purchased Insurance” Insurance Children Home Reviews” Right Ad at the Right Value Other Players Are Also Ramping Up There’s a Wall, and It’s Your Browser or Mobile OS Cookies Customer History/ Device Relationships IDs X X The Ties That Bind: Tag and Identity Managers What are tags? “A tag is a piece of JavaScript code that most digital marketing vendors require their customers to integrate into their web and mobile sites. In many cases, these tags collect visitor behavior information. Tags also can serve functionality, such advertising, live chat, and product recommendations.” Source: Tealium, http://tealium.com/what-is-tag-management/ Tags are Ubiquitous and Tend to Connect Similar Kinds of information Status Identity Trigger Event A Tag Manager is Repository for All Tags Under One Container Based Script Each Tech Solution Has It’s Own Database and User ID ● This creates huge switching costs as legacy systems will own the history. ● Employees Need to Learn Multiple different interfaces and reporting systems. ● Need specialized resources to build custom integrations across different tools. ● API changes, means regular updating. Tracking Universal Calls Around Identity and User Events Identity Events/ Interaction Persistent User ID Most Tag Management Vendors Haves 100s of Integrations, both Online and Off Source: Segment.com Tag Manager Server Calls on Website: System Specific Server All Online Identities Calls: Events Identity System A Identity System B Identity System C Event A Event B Trigger C Individual Reactive Collaborative Predictive Disparate Holistic Standard State: Web Only Conversion Event Means Your KPI is Proxy for Value Online Lead Form Conversion Registered at Page Load (KPI Received Seconds Later) Ideal State: Lead Scored KPIs that are decimated across systems via Tag Integration Ad Hoc Post Lead Initial (Minutes to Days Later) Daily Events Is the Lead Did they answer Valid? Tele Follow-up? Have they Re- Visited Site? Propensity Health Check To Convert? Scheduled? Survival Curve Policy Out for Online Signature? Conversion Point Likely Policy Value? is Just the Beginning Send the Conversion to Ad Systems for with $X Value Thank you! [email protected].
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