driving digital performance: data—the fuel injection!
TRANSCRIPT
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Driving Digital Performance:Data—The Fuel Injection!
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Speakers
Fran Green President, ALC 3D Data SolutionsCharlie Swift VP, Strategy & Marketing Operations, HearstFrost Prolieau CEO, Simpli.fiBryan MacDonald COO, Footprint D3
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It’s Not the Amount of Data You Have that’s Important.
It’s How You Use It.
“I am certain that the battle of the next generation of businesses will be made up of who has more data and who knows how to
use it better than anyone else.” Scott Thompson, former CEO of Yahoo
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Digital Marketers Need the SameData that Offline Marketers Use
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Digital Audience Data is 2-DimensionalKeeping You in the Dark
• Online Behaviors• Demographics
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The Problem with Digital Audience DataOnline behavior is an inaccurate
predictor of who someone is.
I just designed
the perfect Ferrari!
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Demographics identify clusters, not individuals.The Problem with Digital Audience Data
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Multi-Dimensional Offline Data Brings Your Digital Audience Into Focus
• Transactions• Online & Offline Behavior• Attitudes• Sociographics• Psychographics• Demographics
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Data Driven DigitalOffline Data Boosts Performance!
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Question #1As more and more direct and performance
marketers enter the digital space, measurement and ROI will play an
increasingly important role than in brand or mass marketing efforts.
How does this shift in delivering measurable results impact the evaluation
of the data that is being employed?
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Question #2Scale and sizable, yet viable
audience segments are critical to digital success.
How can marketers utilize both online and offline data to achieve
both scale and targeting?
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Question #3Where offline data gives us a view into
past behaviors and attributes, online information provides a glimpse into intent,
or what may happen in the near future. What are some of the strategies marketers are using to integrate
both types of data to drive performance?
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Using Offline Donor Data to DriveNew Donations
Bryan MacDonaldCOO
FootprintD3
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Challenge:Winback Lapsed & Marginal Donors
• International Relief Charity seeks to increase year-end donations from lapsed and marginal donors
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Solution:Multichannel Campaign – Coordinated Digital Ads
and Direct Mail to Same Audience
Lapsed/Marginal Donor Database
The same audience selected for mail is also matched digitally.
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Multichannel Measurement:A/B Testing
Group A
Group B
DM only
Multi Channel
Holistic Results
Group ATotal Donations Total CostsCost per Donation
Group BTotal Donations Total CostsCost per Donation
Vs.
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Expectations:
Historical efforts utilizing Direct Mail and Digital Advertising to the same audience have produced the following:
• 15%+ lift in conversions • 2:1 – 5:1 Return on Ad Spend
Increased “Giving Tuesday” donations due to digital presence and targeted creative.
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Using Offline Data to DriveQuality Site Traffic & Conversions
Frost PrioleauCEO
Simpli.fi
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Challenge: Qualifying Affluent Audiences
• Luxury resort and spa seeking qualified bookings and leads
• Targeting segments with HHI of over $200K with travel, luxury intent
• CPA goal of $100
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Solution:Filter Search With Offline Data
Users search on related keywords
User is qualified based
on attributes from offline
data
Qualified user are served client ad
Qualified users visit client site and
convert
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Solution:Extend Reach with Retargeting & FBX
Users visits client site but doesn’t
convert
User is served client ad while they continue to search and
browse
User is served client ad while
they useFacebook
User visits site again and converts
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Results:Cost-Effective, Qualified Acquisitions
• Exceeded CPA goal: $32.30 vs. $100 goal• Other metrics: $1.17 CPM, 0.05% CTR, $2.34 CPC
• Delivered qualified site traffic• 6.2% of clicks converted• Leads delivered were pre-qualified to HHI
• Provided strong branding for property• 6 million income-qualified impressions delivered• Visibility on Facebook through FBX
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Data Driving theIntegrated Ad Evolution
Charlie SwiftVP Strategy & Marketing
Operations, Hearst
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Meet Joe
Our Target Consumer
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Old World :Channels acted alone targeting Joe
Magazine Brand Media Channels
MagazinePostaleMailWebsite
Each channel…
… Served different parts of the marketing funnel
… Was accountable to different metrics of success
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New Offline Data Capabilities Started Our Evolution
Media Channels
MagazinePostal
eMailWebsite
DB able to link offline data• With 3rd Party Demo Data• With Client Data
Example programs• Customized Ad Segments• In Book Ad Measurement
Email and Website still acted independently
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Evolution Continues…
Media Channels
MagazinePostal eMail
WebsiteHearst NetworkRetargeting
Linking and extending•eMail Linked to Postal• Extended Customer Reach• Low Cost Acquisition/
Communication• Build Behavioral View
> at Cookie level> Not just session based
• Extended Digital Reach> Linking Hearst sites> Retargeting Digital Cookies
Offline
Online
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Evolution Continues…
Media Channels
MagazinePostal eMail
WebsiteHearst NetworkRetargeting
Data
Onb
oard
ing
Connecting Worlds
• Connected offline and online personas
• Full and more accurate Demo & Behavioral view
• Can now reach the Same Person and “Look-a-Likes” between channels
• Match 360
Offline
Online
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New World: Targeting Joe
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Hearst’s New World Reach
30
... and on any ad network we can see
Magazine
Postal Email
Websites
Hearst Sister Networks
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Closing RemarksAudience Q&A