sascon - rlsa 1st party data
TRANSCRIPT
Search + First Party Data = RLSAby Paul O’Connor
The audience age
• Until recently, brands controlled which channels they used to communicate & trade with customers
• Now, consumers in the digital world have complete freedom of movement
• We don’t control the journey they choose• They can’t be corralled into channels
• However, this also means they are out in the open
• Findable and trackable• Each step in a customer’s digital journey
leaves a trace and sends a signal
“A journey is like marriage. The certain way to be wrong is to think you
control it”
- John SteinbeckTravels with Charley (1962)
Enhanced Personalisation
Data is ubiquitous
Attraction Conversion Retention
Platform DataCampaign Data Audience Data
Improved Targeting & messaging Inegrated comms &
improved retargeting
DMP
CONNECTED DATA
• Remarketing Lists for Search Ads
• Separately target people who’ve previously interacted with your brand
• Bid on keywords that may be too costly to bid on generally
• Deliver compelling, targeted messaging to your audience
RLSA?
• First-party data is your data• Can include data from behaviours,
actions or interests… Across your web properties Data you have in your CRM Subscription data Social data X-platform data from mobile web
or apps.
• High quality
First party data?
• Regardless of how short/long your user journey is, you can benefit from leveraging first party data
• Start with your data contained in Google Analytics
• RLSA lists can now be built within Google Analytics
• Remember that you need 1,000 cookies in a list for RLSA to work
Everyone can benefit
Integrated digital comms
Disengaged Prospect Website
YouTube Pre-Roll
Display
Search
Engaged Consumer
Email Comms
Search Remarketing
Display Remarketing
VOD Remarketing
Unaware consumer matches demographic, behavioural & contextual targeting criteria
Media activity triggered based on targeting criteria and a contextually relevant
ad served
User visits site. Behavioural data fed into future comms to
deliver more refined messaging
Additional messaging varies based on what users have seen, where they’ve been
and timing
• Use to target those who demonstrated a degree of intent but did not convert
• Integrated digital comms – inform messaging based on
What touchpoints someone interacted with How they interacted (clicks, sign-up, mouse-overs etc) When they interacted with
• Creative a negative audience for low intent visits Ie any 100% bounce sessions such as those generated by
display activity
• Merge datasets across Google platforms (i.e. Search & YouTube) to build more targeted audiences
Target basket abandoners with a pre-roll ad, for instance
• You need 1,000 cookies in a list for RLSA to work• Build in demographics to serve more relevant
messaging
List ideas…
‘Listen’ to what your audience is interested in.
I looked at hotels in Manchester but the price has
gone up!
