digiday brand summit techtalk april 2013
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TRANSCRIPT
Big Data in the Upper-Funnel: How Custom Audience Targeting Improves New Customer Lifetime Value Jeremy LonginottiChief Revenue Officer@jkingl
Tuesday, April 30, 13
Confidential & Proprietary
Use The Right Data for Your Campaign Objective
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Tuesday, April 30, 13
Confidential & Proprietary
Converting Close Existing
Demand
Search, Behavioral & RetargetingIN-MARKET
Use The Right Data for Your Campaign Objective
TruSignal Finds High-Quality New Customers
WHODATA
WHATDATA
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Tuesday, April 30, 13
Confidential & Proprietary
Converting Close Existing
Demand
Search, Behavioral & RetargetingIN-MARKET
Use The Right Data for Your Campaign Objective
Contextual & Demo TargetingEmail Campaigns
PROFILE + CONTEXTUAL
SponsorshipsPROFILE
Prospecting Stimulate New Demand
BrandingBuild Future Demand
TruSignal Finds High-Quality New Customers
WHODATA
WHATDATA
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Tuesday, April 30, 13
Confidential & Proprietary
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What Does “High Quality” Mean?
Tuesday, April 30, 13
Confidential & Proprietary
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What Does “High Quality” Mean?
Propensity for actual business outcomesFunded refi mortgage loans, with higher loan valuesBound insurance policiesEnrolled students in a degree programAuto purchasesHome warranty purchasesSolar panel installsSubscriptions to a premium software service
Tuesday, April 30, 13
Confidential & Proprietary
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What Does “High Quality” Mean?
Propensity for actual business outcomesFunded refi mortgage loans, with higher loan valuesBound insurance policiesEnrolled students in a degree programAuto purchasesHome warranty purchasesSolar panel installsSubscriptions to a premium software service
Bottom-funnel action metricsClicksForm fillsLeads
Tuesday, April 30, 13
Confidential & Proprietary
Lookalike of existing high-value customersUses predictive analytics and 40 sources of offline profile dataLarge scale in any digital channel—display, video, social, mobile
What is a TruAudience Custom Segment?
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Best Fit
Poor Fit
9
0
First PartyData Sample
Provide example ofyour target customer
Third PartyData
TruSignal finds the signalswithin 1,000s of attributes
Your TruAudienceFormula
Final formula combinesthe RIGHT attributes
FinancialDatabases
PropertyRecords
HouseholdDatabases
Hobbies andInterests
CensusData
DemographicDatabases
PastPurchases
Tuesday, April 30, 13
Confidential & Proprietary
Case 1: Precise Branding Campaign Reduces Waste
Client Overview:‣ Top 10 financial services client‣ Needed to connect with high-value prospects at scale‣ Tried using demos but couldn’t scale‣ Buying sponsorships using average site compositions
TruSignal Solution:‣ Built a custom audience based on existing high-value customers from
the clients’ CRM system
Custom TruAudience Formula combines 103 data points from 10 data types into a single audience
3.6%2.8%2.1%
1.7%1.3%
Contribution by Data Category
Financial InformationGeographyHobbies/InterestsProperty RecordsDemographicsCensusHousehold CompositionPublic RecordsAsset OwnershipBusiness Information
28.6%
18.5%
17.1%13.4%
10.9%
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BRANDING
PROSPECTING
CONVERTING
Tuesday, April 30, 13
Confidential & Proprietary
Premium Publishers
DFP
Case 1: Reach the Right Audience Across Many Channels
Top Portals
Video
RTB Exchanges
DSP
AUDIENCE POOL
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Tuesday, April 30, 13
Confidential & Proprietary
Case 1: Reach the Right Audience with Minimal Waste
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BRANDING
PROSPECTING
CONVERTING
Targeting For Scale
0514 Million
Uniques
AdPlatforms
01 Custom Audience
Bottom Line:‣ Client’s own custom audience accesses media with
precision and scale
‣ 5 different media platforms allows different types of creatives and context
‣ 14,000,000 uniques reached
‣ 80% reduction in wasted impressions allows client to focus on effectiveness, not reach
Tuesday, April 30, 13
Confidential & Proprietary
Case 2: Accurate Prospecting Improves Customer Quality
BRANDING
PROSPECTING
CONVERTING
Client Overview:‣ Higher education client with good direct response discipline‣ Maxed out conversion campaigns. What’s next?‣ Needs to grow with new, high-quality enrollees—fast
TruSignal Solution:‣ Custom-built audience of enrolled student “lookalikes”‣ 8.3 million audience size
Results:‣ RTB exchange campaign targeted prospective students‣ Implemented view-through campaign attribution to measure
subsequent lower-funnel activity‣ Improved quality of new leads‣ Delivered incremental leads to existing campaigns
Targeting For Accuracy
32% Higher enrollment rate
Incremental leads74%
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Tuesday, April 30, 13
Confidential & Proprietary
Case 2: Prospecting Accelerates Conversion Strategies
% of view-through conversions by last-click channel source
Influence of Prospecting Campaign
Paid SearchOrganic SearchRetargetingFacebookTruSignal
10%
9%
15%
20%
47%
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High Quality—Leads showed a 32% higher enrollment rate90% of leads were driven through existing lower-funnel channelsClient saw increased search and site traffic volume
Tuesday, April 30, 13
Confidential & Proprietary
Case 2: Proper Attribution Measurement is Critical
10
0
15
30
45
60
75
90
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18
Baseline LeadsIncremental Leads
Days Since Last Impression
Num
ber o
f Lea
ds
View-through time lag separates “baseline” from incremental leads74% of leads are incremental to existing lower-funnel activity
Tuesday, April 30, 13
Confidential & Proprietary
Tuesday, April 30, 13
Confidential & Proprietary
Thank You!
Discover Your Ideal Audiencewww.tru-signal.com
[email protected]: @ jkingl twitter: @trusignal
Jeremy Longinotti
650.866.5655
Tuesday, April 30, 13