zappos at des: retailer's approach to programmatic

Lisa ArchambaultDisplay & Social Marketing

Zappos.com

Retailer’s Approach to Programmatic

Also here today … Tami Flagg, Senior Media BuyerZappos.com

A few things we’ve done, learned, changed – still getting our sea legs

On deck1234

Building a programmatic practice – why’d we do it?

Q&A

Where we started

Zappos - and our 4 Cs

Culture Customer Service

CommunityClothing

4Zappos.com, Inc.

Community …Downtown …

Happiness!

5Zappos.com, Inc.

Starting our programmatic practice Launched narrow,

scaling out, moving up

First party data is key – and we used it

Know your customer – use data, use insights

Wha

t we

thou

ght

abou

t whe

n w

e go

t sta

rted

Tech solution – anchor platform

7Zappos.com, Inc. 7Zappos.com, Inc.

A few things important to us, and important to our program …

Brand Safety Storytelling Keep it

human-centric, especially in this “always on” space we are in

8Zappos.com, Inc.

Internal infrastructure to support the program

CMO / CIO – diff?

Resources to automate,but not auto-pilot

9Zappos.com, Inc. 9Zappos.com, Inc.

Not just programmatic, and not just display

Balance with direct-to-pubSocial – Video – Email

So, to thank

for sharing your 20 minutes with us …

YOU

Share your business card with us today, and we’ll

give you a 20% discount coupon tonight

Zappos.com, Inc.

Q&A?Time for