The Power of Audience
Shane Cahill, Agency Development
Manager
01001000 01100101 01101100 01101100 01101111
Hello01001000 01100101 01101100 01101100 01101111
The World Hello is about :
5 Bytesof DATA
Every day, we produce
2 500 000 000 000 000 000 bytesof DATA *
* IBM - What is Big Data
This would make
Four Millions of Millions of Books
(4 000 000 000 000 Books - almost 5000x the 20 biggest libraries in the world)
All of these books stacked would represent
2x Distance Between Earth & Moon
(384,400 km / 238,800 mi)
What has happenedsince I’ve said
“Hello” ?
In the last 60 seconds ...
694 rides
Source : Uber
In the last 60 seconds ...
400h of Videosuploaded
Source : Google
In the last 60 seconds ...
2.5 MillionsOf requests
Source : Google
In the last 60 seconds ...
77k hoursof videos streamed
Source : Netflix
In the last 60 seconds ...
123k Transactionsmade Priceless
Source : Mastercard
In the last 60 seconds ...
75k Transactionsmade Online
Source : Statistita
In the last 60 seconds ...
591,000swipes
Source : Tinder
Confidential & Proprietary
We no longer go online. We live online.
per day
At bus stop, listen to new music playlist 8:30am
Buy new tent to take to Glastonbury 11:15pm
Browse festival styles on YouTube7:15pm
On bus, check email for sales this weekend5:29pm
At lunch, play Scrabble while waiting in line1:33pm
Use flashlight app to find dropped earring11:09pm
Use maps to get directions to Creole food truck 1:13pm
At work, book Glastonbury tickets11:36am
Wake up and read news online6:50am On the bus, read articles
about acts at festival8:42am
150x
Remarketing List, Customer Emails, App Data etc.
Location, Contextual, Behavioural data
Automated Bidding, Dynamic Ads
Use Google’s intent data
Act on insights in real time
Start with your data
Find
Grow
Keep
Grow
Keep
Similar Audience
s
In-Market Audience
s
Contextual
Audiences
FIND New Customers
New users who act like your current users
Users with activeintent to purchase
Users browsing content related to you
Similar Audience
s
In-Market Audience
s
Contextual
Audiences
FIND New Customers
Your Audience
Similar Audience
Shoppers, Auto Enthusiasts, Travel Buffs,
Sports Fans
Video Software, Miami, Real Estate, Insurance
Ford Reached More of its Best Shoppers at the Right Moments with Google Display Network
“We learned that there is a unique data insight about our audience at each stage of the purchase journey. Acting on those right insights opened the door for us to truly deliver the right message at the right moment to the right potential customer.”
60%
Increase in website visitors, half of them were new3X Increase in average time spent on site
Chris MastersonHead of Marketing | Ford, NZ
Grow Your Customer Base
Customer Match
Display Remarketing
RLSA
Searching Gmail YouTube Surfing Web Apps
Grow Your Customer Base
Customer Match Display Remarketing RLSA
ACME Sneakers50% off all Red Shoes.Browse our selection now!www.acmesneakers.com
ACME SneakersLast Day Of 50% Off SaleBuy Today For Free Deliverywww.acmesneakers.com
“Customer Match empowered us to tailor our messages to both our clients and prospective clients. The strategy has increased our revenues and decreased our cost per sale.”
Didem Namver Digital Marketing Manager, Pegasus Airlines
By adopting Customer Match in AdWords, Pegasus Airlines boosted revenues and decreased
cost per ticket sale:
13% lower cost per acquisition52% higher click conversion rate12% more revenue per conversion
Keep Your Customer Base
The Future is Real-Time Personalisation with Audience
● Identify A Person’s Attributes● Customize Their Experience● Maximise Your ROI
Keep Your Customer Base
Personalization Drives Higher
Customer Engagement!
+22%Increase
in purchase frequency
+67%Increase
in website
visits
Google Confidential and Proprietary
Even Personalise Your Homepage !
Caribou Coffee remembers your preferences and displays targeted flavors and varieties according to your previous searches
Everyone likes to be privileged. But no one likes to be a Target.44% users appreciate a personalized experience when buying products
58% would be more loyal to a brand personalizing experience69% appreciate personalized ad messaging
59% feel more considered as clients
Sources: Rocket Fuel Survey, 2014. Pop. 805. Country : US
With Great Power comes Great Responsibilities.
2/3 of large Businesses have suffered a data breach in the past year
Sources: Cyber Security Breaches Survey 2016
Amplify your Relationships.Enchant your Users. Delight your customers.
At scale.