cross-channel audience insights

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  1. 1. SEARCH LABORATORY LTD | ALL RIGHTS RESERVED LEEDS HQ: +44 113 212 1211 LONDON: +44 207 147 9980 NEW YORK: +1 646 473 1826 CROSS-CHANNEL AUDIENCE INSIGHTS EDWARD BLAKEWAY
  2. 2. PRIVATE AND CONFIDENTIAL SEARCH LABORATORY LTD WHO AM I? Age: 25-34 Gender: Male Parental status: Nope Job industry: Advertising Interests: Pets, food, football, travel In-Market: Another dog, trainers
  3. 3. PRIVATE AND CONFIDENTIAL SEARCH LABORATORY LTD WHO ARE YOU? Online Offline Adobe Agency In-House PPC Only Stores GDN DoubleClick AdwordsAdvanced Basic Criteo Prospecting Service Retail Affiliates Travel
  4. 4. PRIVATE AND CONFIDENTIAL SEARCH LABORATORY LTD AUDIENCES AND ANALYTICS 360
  5. 5. PRIVATE AND CONFIDENTIAL SEARCH LABORATORY LTD WHAT WE WILL COVER Why? What? How?When?
  6. 6. PRIVATE AND CONFIDENTIAL SEARCH LABORATORY LTD WHY IS THIS IMPORTANT?
  7. 7. WHY ARE AUDIENCES IMPORTANT?
  8. 8. PRIVATE AND CONFIDENTIAL SEARCH LABORATORY LTD WHY IS THIS IMPORTANT? Growth ExperienceEfficiency
  9. 9. WHEN DO WE USE AUDIENCES?
  10. 10. PRIVATE AND CONFIDENTIAL SEARCH LABORATORY LTD YOU DONT HAVE TO USE EVERYTHING Business data Email addresses Gender Online behaviour Browsing habits Offline behaviour Path-to- purchase Device usage Loyalty scheme Age
  11. 11. WHAT ARE THE OPTIONS?
  12. 12. PRIVATE AND CONFIDENTIAL SEARCH LABORATORY LTD WHAT ARE THE OPTIONS?
  13. 13. PRIVATE AND CONFIDENTIAL SEARCH LABORATORY LTD AN EXAMPLE Goal 1 Goal 2 Goal 3 Online/offline stores Premium dog accessories Recently made the move from GA to GA360
  14. 14. PRIVATE AND CONFIDENTIAL SEARCH LABORATORY LTD AN EXAMPLE Goal 1 Goal 2 Goal 3 New customers Frequency of purchase Increase lifetime value
  15. 15. PRIVATE AND CONFIDENTIAL SEARCH LABORATORY LTD GOAL 1: FIND ME NEW CUSTOMERS! New customer Defining attributes Behavioural trends What are their interests? Your Customer
  16. 16. PRIVATE AND CONFIDENTIAL SEARCH LABORATORY LTD INTERESTS AND DEFINING ATTRIBUTES Offline data Online data
  17. 17. PRIVATE AND CONFIDENTIAL SEARCH LABORATORY LTD GOAL 1: FIND ME NEW CUSTOMERS!
  18. 18. PRIVATE AND CONFIDENTIAL SEARCH LABORATORY LTD GOAL 1: FIND ME NEW CUSTOMERS!
  19. 19. PRIVATE AND CONFIDENTIAL SEARCH LABORATORY LTD GOAL 1: FIND ME NEW CUSTOMERS!
  20. 20. PRIVATE AND CONFIDENTIAL SEARCH LABORATORY LTD GOAL 1: FIND ME NEW CUSTOMERS! Offer A Offer B
  21. 21. PRIVATE AND CONFIDENTIAL SEARCH LABORATORY LTD GOAL 2: FREQUENCY OF PURCHASE Engage via display, email or PPC Remarketing converted users Your customer
  22. 22. PRIVATE AND CONFIDENTIAL SEARCH LABORATORY LTD KNOW YOUR AUDIENCE
  23. 23. PRIVATE AND CONFIDENTIAL SEARCH LABORATORY LTD GOAL 2: FREQUENCY OF PURCHASE
  24. 24. PRIVATE AND CONFIDENTIAL SEARCH LABORATORY LTD GOAL 2: FREQUENCY OF PURCHASE
  25. 25. PRIVATE AND CONFIDENTIAL SEARCH LABORATORY LTD GOAL 3: INCREASE LIFETIME VALUE Engage via any means possible Personalise your approach Define and understand them Understand your key customers
  26. 26. PRIVATE AND CONFIDENTIAL SEARCH LABORATORY LTD DEFINE AND UNDERSTAND YOUR USER High Value Product insightPurchase behaviourCustomer High value
  27. 27. PRIVATE AND CONFIDENTIAL SEARCH LABORATORY LTD CUSTOMISE
  28. 28. PRIVATE AND CONFIDENTIAL SEARCH LABORATORY LTD DEFINE AND UNDERSTAND YOUR USER DormantProduct insightCustomer
  29. 29. PRIVATE AND CONFIDENTIAL SEARCH LABORATORY LTD
  30. 30. HOW ELSE CAN YOU LEARN MORE?
  31. 31. PRIVATE AND CONFIDENTIAL SEARCH LABORATORY LTD REVEAL THE BENEFITS OF EVERY CHANNEL 0.05% - 0.10% Industry average CTR
  32. 32. PRIVATE AND CONFIDENTIAL SEARCH LABORATORY LTD REVEAL THE BENEFITS OF EVERY CHANNEL
  33. 33. PRIVATE AND CONFIDENTIAL SEARCH LABORATORY LTD WHAT ELSE IS YOUR CUSTOMER DOING?
  34. 34. PRIVATE AND CONFIDENTIAL SEARCH LABORATORY LTD THERE IS A PLACE FOR FACEBOOK UTM Parameters
  35. 35. PRIVATE AND CONFIDENTIAL SEARCH LABORATORY LTD NEXT STEPS Optimise TestRepeat
  36. 36. PRIVATE AND CONFIDENTIAL SEARCH LABORATORY LTD WHY IS THIS IMPORTANT? Growth ExperienceEfficiency
  37. 37. QUESTIONS?