zappos at des: retailer's approach to programmatic
DESCRIPTION
Zappos has emerged as a standout success in the world of programmatic buying. The online retailer of apparel, footwear and more established a performance goal that they arrived at through a year of experience with all of the partners in their plan. By using programmatic buying backed by algorithms that continually learn and adapt, the results so far have beat their goal by 30 percent and counting. Hear about Zappos' unique success with programmatic and how other retailers can structure their strategies. Speaker: Lisa Archambault, manager of display & social marketing, ZapposTRANSCRIPT
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