james carr 3xe digital content & social media marketing conference
TRANSCRIPT
Reaching the Connected Consumer: Winning Strategies for Retail and eCommerce on
James Carr
74%of people
have more than 1 cookie
15%of people have
10 or more cookies
Source: “Atlas Insight Series: How often do multiple cookies represent one person,” March 2014
So what’s the answer?
People Based Measurement
Before Now
Massive reach once meant mass message
AudienceYour ad
Achieve massive reach while delivering relevant messages to segmented
audiences
Current customers
Website visitors
High LTV custome
rs
Lapsed customers
Marketing has changed
425k Mothers in Ireland
89% of people access on mobile device
2.5m Irish people on Facebook
1m men who like sports
Mobile is not a technologyIt is a consumer behavior
14 timesopportunities
14 timesopportunities
The path-to-purchase is complex
start shopping on one device and
continue on another
67%
Source: comScore/PayPal “Reaching the Connected Consumer” Custom Surveys, Oct 2013
…and which device was it finished on?
62%
18%
20%
15%
25%
60%
Consumer journey across devices
Which device was the activity started on…?
Source: GFK, Multi- Device Usage Study, January 2014
Introducing Cross Device Reporting
39,676 conversions on Desktopas a result of an ad on iPhone
2,935 Conversion in App1,762 Conversion in Webon iPhoneas a result of an ad on iPad
68% more conversions attributed using
Optimized for conversion vs. CPC
Source: Facebook case study, Aug 2013 – 2-wk test of single client, lift in attributed purchases between oCPM and CPC is stat-sig within a 99% C.I. using 2-sided binomial z-test. Facebook internal data based on an internal head to head test of eight mobile app install advertisers over the course of two months. Average is across each client in test.
20% lower cost per installwhen using CPA vs.
CPC
Optimised for conversion
9.8%
lift in online sales
of the sign-ups driven by FacebookDetected by last-click attribution
model
Online Conversion Measurement
Graze.com Success Story
72%
Lift impact last +2 weeks post campaign!
The newsfeed is a merchandising engine
Where people discover products that matter to them
The power of Facebook Targeting
CoreAudiences
Lookalike Audiences
Custom Audiences
Sophisticated targeting with unsurpassed accuracy
Reach the people youalready know
Find more people like your best customers
Personalization At ScaleAmazon Success Story
Personalization At ScaleRefinery29 Success Story
Increased overall view-through by 87% and Increased subscriptions by 56%
…and follow-up with the people who viewed your video with a benefit-driven message
Video remarketing allows brands to share a story over time
Begin your story with a purpose-driven message…
Adding a call-to-action enables brands to drive consideration and affinity after capturing attention