Workshop with Jumpshot! Understanding, buying, and optimizing audiences in a clickstream world, Glossy's Hot Topic: Data Strategy, April 2017
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This document discusses how clickstream data can be used to understand audiences, target them in media buys, and optimize digital advertising campaigns. It explains that clickstream data provides insights into audience behaviors across websites that can be used to define customer segments. These insights and segments can then power audience targeting in media buys. Finally, clickstream data ties digital campaigns to brand-related metrics that allow optimization to increase return on investment. The document advocates connecting these three stages - understanding audiences through analytics, targeting the right audiences, and optimizing campaigns - to improve performance.
Workshop with Jumpshot! Understanding, buying, and optimizing audiences in a clickstream world, Glossy's Hot Topic: Data Strategy, April 2017
- 1. Understanding, Buying, and Optimizing Audiences in a Clickstream World Caroline Camargo Director of Sales Caroline.camargo@jumpshot.com
- 2. What is Clickstream Data? Shopping Cart Site Search Keywords Site Search Product Location PurchasesPurchases Conversions Audience ViewDomain View Discovery Research Planning Buying
- 3. Connect the Audience Life Cycle AUDIENCE ANALYTICS Understand your audience’s behavior anywhere they go online TARGETING Action that audience insight in media buys OPTIMIZATION Optimize your campaign to increase ROI every day it’s running Understand Behavior Build/Buy Audiences Optimize Campaign Analytics TargetingOptimization
- 4. 13% more preferred 6% more preferred 15% less preferred Audience Analytics Auto • Define customer segment based on virtually any online behavior or matched CRM segment • Discover where each segment spends it’s time to unlock opportunity • Quantify segment level behavior to general population 19% more preferred 11% more preferred 25% less preferred Travel
- 5. Audience Targeting • Mine online activity deep into any website • Autos, travel, finance, streaming video, any other online behavior • Perfect information for historical insight Luxury Car Buyers Form Filled Comedy Binge Streamers Loyal Hotel Purchasers Videos Viewed Hotels Booked
- 6. Optimization • Most digital advertising campaigns only use abstract metrics as KPIs • Clickstream data ties digital campaigns to previously unseen brand and performance metrics Brand-related Google searches Brand products purchased on Amazon Brand products purchased on 3rd party distributors +10% +15% +8% AD CAMPAIGN
- 7. Advertisers need to connect the life-cycle of their audience-based campaigns. Identify what your audience is interested in and when they are now-in-market to to deliver the right message at the right time. Audiences based on simple page views or domain visits don’t provide the granularity you need to deliver top ROI. Clickstream data can help provide valuable audience insights, analytics, and audiences to target at new levels of specification. Key Takeaways
- 8. Thank you Glossy! Caroline Camargo Caroline.camargo@jumpshot.com @jumpshotinc