part one: digital activation - hitwise.com€¦ · mastering digital marketing tactics webinar...
TRANSCRIPT
Part One: Digital ActivationLeveraging Custom Audiences to Drive Holiday Spend
September 26 2018
Mastering Digital Marketing Tactics Webinar Series
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Speaker
Jennifer Laing Senior Director,
Audience Sales & Operations
Agenda
1. Hitwise Activation – Why and how it came to be
2. Holiday Planning – Advertiser needs for Q4
3. Activation in Action – How to conquest, discover and win back
4. Summary – Ready to activate this holiday season
Part OneHitwise Activation
Why and how it came to be
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The Evolution: Activation RevolutionMaking Hitwise Insights Directly Addressable
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Hitwise Data: Where they go & What they search forObserved data from the largest online behavioral panel
Audience Activation
500 M keywords
8 M US panelists
3.5 M mobile devices
20 M websites
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We see the entire digital consumer journeyTarget future customers by going beyond walled gardens
Audience Activation
Data available to our competitors
Hitwise sees all of your audience’s online events(Search queries, visits to all sites, mobile web)
The digital consumer journey timeline
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Part TwoHoliday PlanningAdvertiser needs for Q4
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Holiday Shopping TrendsGrowth Expected YoY
Holiday Season Retail E-Commerce Sales 2017 (by day)
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Holiday Shopping TrendsRetail Spend to Increase on Key Days
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Hitwise Activation can give you an edge in Q4
Find new customers.
Build and reach specific audience personas for a new product launch.
Take business from my competitors!
Use real search intelligence to find high-intent users in the consideration stage
Get more out of my 1st party data
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This Holiday, I want to…
Audience Activation
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Custom Segment CreationDefine and Create Any Audience
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Expand the audience to achieve scaleModel off any Custom audience definition
Audience Activation
We score each individual profile to find your best
audience…
…and find similar profiles within
650M addressable devices.
YOUR TARGET AUDIENCE YOUR MODELED AUDIENCE
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Target your Custom audienceWe sync to your seat for your unique campaign needs
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Part ThreeActivation in Action
How to conquest, discover and win back
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1. How to conquest? Target and take market share from your direct competitors
Audience Activation
• Model audiences of your competitors’ consumers.
• Build profiles based on searches and visits to any site.
• Market outside your own borders and pick up market share.
Search activity Site & Section Visits Conversion Points
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Amazon Shoppers
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Amazon Shoppers
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2. How to discover?
Define any audience, we’ll build it
Select from consumer attributes, and any website or search term
Modeled audiences connect consumer insights to addressable media
Use Search Portfolios to create high-intent audiences
Discover and connect with key personas
Audience Activation 18
Use search term portfolios to find high-intent users
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Custom Persona
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Search Intent
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3. How to win back?
Gain insight to help you:• Deliver more relevant brand experiences• Optimize your messaging and offer strategies• Engage them with the content they seek• Target online advertising and search strategies
Find more “like” customers:Develop addressable advertising opportunities targeted to similar audiences via Hitwise’s unique Insights Defined Audience modeling
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Actionable knowledge from CRM data Inform your strategies and find more of your best customers
Best Buy’s Millennial Shopper
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Pinpointing Lapsed Customers
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Part Four:Summary
Ready to activate this holiday season
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Ready-to-Activate (RTA) Audiences250+ on the shelf segments, 100MM monthly audience profiles
LIFE STAGE SHOPPER TYPELIFESTYLERETAIL IN-MARKET50+ categories and sub
categories13 audiences 10 audiences 9 audiences
DEMOGRAPHIC TELCO4 wireless providers10 audiences
AUTOMOTIVE TRAVEL CPG FINANCIALSERVICES
MEDIA &ENTERTAINMENT
TECHNOLOGY20+ audiences
50+ audiences20+ audiences20 audiences38 audiences
15 audiences
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Ready-to-activate for Holiday
Audience Activation 25
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Ready-to-activate for Holiday and beyond
Audience Activation 26
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What next?Let’s get started!
• Think of Hitwise for your holiday campaign needs.
• If you want to find new customers, conquest your competitor’s customers or win back your lapsed customers- Hitwise can help!
• Consider key shopping days- we can create custom audiences around those sales events
• Contact us now to brainstorm segment creation, let our data team do the heavy lifting
• Request an audience Proposal, inclusive of projected audience size and screenshots of audience build
• Plan Ahead- turn around time for Custom Audiences from request to landing in your platform is 1-2 weeks
• Get ready for a huge Q4!
Thank you!
Don’t forget! Part 2 - The Power of Deeper URLs: Analytics to Stay Ahead of the Competition is October 10, 2018
Part 3 - Knowing Buyers vs. Browsers: Ways to Boost Sales with Buyer Data is October 24, 2018
Register now at hitwise.com!