Beyond Cross-Device: Latest innovations in cross-device, micro-segmentation and online-offline tracking
Download as PPTX, PDF3 likes503 views
The document discusses advancements in cross-device and identity-based marketing technologies, emphasizing the importance of understanding customer micro-segments for effective online and offline targeting. It showcases experimental case studies demonstrating improved conversion rates and insights for various industries, including airlines, hospitality, and insurance. The document also addresses privacy concerns and the role of major players like Google and Facebook in the advertising landscape.
Beyond Cross-Device: Latest innovations in cross-device, micro-segmentation and online-offline tracking
- 1. Beyond cross-device Latest innovations in cross-device, micro-segmentation and online- offline tracking by applying identity-based marketing technologies Jonatan Zinger VP, Media Insights, M8 jonatan@M8agency.com
- 2. Thank you for having me*
- 3. *me = + + + + + + + + + + + + +(a lot) more +
- 4. We are people, not a demographic, not a session, not a
- 6. Which channel “knows” you best?
- 7. Traffic & conversions FB IDs (based on cookies, app usage, email address or phone number) Interests & characteristics Traffic & conversions Customer segments CRM How it works
- 8. Micro-segments Cross-device Online <-> Offline Tracking and targeting - Existing customer targeting - CRM-based messaging - Online-Offline attribution - Granular consumer insights - Precise demographic targeting - Affinity segment targeting and messaging (limited) - Fuller customer journey understanding - Cross-device targeting and remarketing - Cross-device attribution Cookies Facebook IDs CRM Data
- 9. Available starting end of Q2, 2015 (but here are some initial application cases ;) ) EXPERIMENTAL
- 10. 2x Hispanics reach (against market average) 50% Higher conversion rate when reaching Hispanics Applied to Targeting Latin American Airline First Atlas success story – Hispanic affinity 3.5x Found non-Hispanic publishers 250% more effective when approaching Hispanics
- 11. 20% Higher chance to be male Applied to Research Global Beer Brand Facebook EDM Consumer Insight 57% Between 18-24 years old 79% Primarily mobile 300% Comment on 3x more posts 600% Click on 6x more ads
- 12. Applied to CRM Global Hotel Holding What we expect to achieve •Understand the influence of online advertising on offline bookings (i.e. a person who booked in person in October got exposed to 5 online ads before they finalized their conversion). Online-Offline attribution •Reach existing customers online, regardless of whether they’ve been exposed to our online advertising before. Existing customer targeting •For those customers who booked offline and were not advertised to online, where can those customers be found online (i.e. other advertisers found our customers on ESPN and NYTimes, etc.)? Prospecting guidance •Integration with CRM database for the adaptation of online messaging to customer micro-segments based on their characteristics, qualifications and immediate needs. CRM-based messaging
- 13. Member-get- member program - Microtarget a population of only 6,000 high-end existing customers. - Cross-check of FB IDs and CRM database. - Segmented, personalized creative units. Applied to Niche Marketing Global Health Insurance Company What we expect to achieve
- 14. All of this is cross-device
- 15. What about privacy? Hashing (non-reversible fingerprints) of individuals data Client data is not used to feed 3rd parties without consent Advertisers do their own segmentation and uploading of emails/phone numbers …and still we should be careful, sensitive and
- 16. Other key players Google (Universal Analytics, Adometry) Twitter (Tailored Audiences) Amazon (AAP) Apple (iAd)
- 17. What does this mean for eCommerce?
- 19. How can we wake our “dormant” customers? Supermarket How do we increase our online reach on parents, beyond specialized portals? Toy Bricks-and-Clicks How could we better understand our prospects future travel intent? Rail Operator Could we test including shoe size in our online creative? Shoe Pure Player Retailer Is our online advertising influencing in- store purchases? Furniture Bricks and Clicks What is the true ROI of our new mobile platform? Multi-brand Pure Player
- 20. Which questions would you ask?
- 21. Thank you! Jonatan Zinger VP, Media Insights, M8 jonatan@M8agency.com
Editor's Notes
- #4: All of this is information available to marketers
- #5: Which advertising will you respond to the best?
- #6: AKA, People-based Marketing Means transitioning away from cookies as the main tracking unit. I don´t think cookies need to go away, they just aren´t enough.
- #7: You might “be yourself” more truly in your Pinterest account, but we could say that media channels knows you best if you´re actively and permanently feeding it with your preferences and needs…. FACEBOOK AND GOOGLE > MEDIUMS ALMOST EVERYONE USE. CONSTANTLY CONNECTED ACCROSS DEVICES. CONSTANTLY FEEDING WITH PREFERENCE DATA. There is a small number of companies with the ability to create identity-based marketing technology, and in my opinion, Facebook is taking the lead. IT COULD BE SAID THAT YOU TELL GOOGLE WHAT YOU´RE LOOKING FOR, BUT YOU TELL FACEBOOK WHO YOU ARE
- #8: Not affiliated nor “rooting” for Facebook in any way. I believe identity-based marketing is a trend that will permeate to the entire advertising industry, with several (large) players. EXPLAIN WHAT ATLAS IS Because not all apps and websites use Facebook's social login, Atlas uses cookies in combination with the Facebook ID to identify users on websites in a desktop environment. And on mobile, it uses a combination of its Facebook ID, its Facebook SDK for apps and mobile device identifiers such as Apple's Identifier for Advertising (IDFA) and Android's Advertising ID. Facebook can achieve a "match" using device identifiers for any user that stays logged in on a phone or tablet, even when those users are accessing apps that don't use Facebook login. From the advertising end, Atlas has been for years one of the top ad servers.
- #10: Atlas’ full scope of products is said to become available by June 2015. It will require experimenting and polishing.
- #11: The Hispanic market is booming in the U.S. Describe Hispanic affinity. Not available for all FB likes and interests
- #12: Study for several markets. These are examples for one of them MENTION WHAT OTHER INFORMATION WAS AVAILABLE
- #13: "You can now bring first-party data, offline data, CRM data. You can onboard it and use it to more accurately target your media"
- #14: Very few ways to do this. How often do you access your health insurance company’s site? Any of you who have an ultra-premium customer segment will be able to relate. AND IF YOU’RE WONDERING ABOUT CROSS-DEVICE…
- #16: You can view information in clusters of over 1000 individuals What will happen with the integration of Instagram and Whatsapp? Experience working with Fortune 500 brands The “creepy factor”, which transcends legalities THE ATTEMPT HERE IS TO MAKE ADVERTISING MORE VALUABLE FOR BRANDS AND USERS ALIKE “In the late 90’s when caller ID came out, California actually tried to ban the technology at the state level due to privacy concerns. Nowadays, it would be considered strange to answer a call without knowing who is calling you.”
- #17: They all work in different ways. PLUS THE NEW WORLD OPENED UP BY PROGRAMMATIC ADVERTISING
- #18: Increasingly, merchants are allowing you to leave an email address or a phone number and have your receipt sent to you rather than giving you a paper copy. If that email address is the same email address you use when you’re working with Facebook, we can tie those things together.