How to Leverage Your 1st-party Data to

Maximize your True Media ROI, with:

What you will learn:

- Practical examples of 1st-party data

- How to unlock and explore (in a way that’s simple and actionable) the hidden value in your company’s 1st-party

data

- Practical steps to activating your 1st-party audiences to a) maximize the ROI in your digital media buys and b) set

you apart from the competition.

Active

Advisor

+

Maximizing ROI through Digital Data Activation

Maximizing ROI through Digital Data Activation

Is this presentation about 1st-party Data?

(Or, is this session about how Analytics is no longer a “non-working capital”?)

REVENUE CENTER

Working Capital

COST CENTER

Non-Working Capital

? “Analytics” ?

+

Enabling Best-in-Class Digital Marketing – the DDM “stack”

Transparency, Ownership, Insight and Education, Empowerment

ROI

Data Activation. Focus on Action, less so on Technology.

+=

https://prezi.com/jcrw2pkxr9vn/delve/

Data is Analytics, Media and Creative.Whitepaper.

Please – do Lunch … and Learn:

- 45 minutes

- Interrupt me

- Question everything

- Walk away with ideas that you can implement tomorrow

- Talk to us this afternoon or anytime, we want to share and

educate

Why 1st-party data?

We believe that Web Analytics data is the low-hanging fruit of first party data

- Access – with a simple login

- Barriers – very low

- Extraction – easy

- IT involvement - none

What is the low-hanging fruit of 1st-party data?

https://prezi.com/jcrw2pkxr9vn/delve/

Increase Media ROI with your 1st-party Google Analytics data:

Seamless movement of Audiences between the

Analytics and Media ‘stacks’

Web Analytics 1st-party data.

Purchase Funnel = Intent Segmentation

Implications for Lead gen

- Form, steps

- Content, pre form

Why should you care about segmenting your 1st-party data

along the Purchase Funnel? Media ROI Insights.

HIGH

LOW

not

1st-party data Insights. Programmatic Display and True ROI.

Intent Incrementality ROI

Low High Low

High Low High

CPA prospecting implications

+

discount

emphasize

discount

emphasize

emphasize

TBD

CPA prospecting implications

exclude

emphasize

emphasize

etc

1st-party data Insights. Programmatic Display and True ROI.

1st-party Web Analytics data. Customer Segmentation.

Know those you

don’t want

To optimize your

prospecting,

negatively target from

your IOs audiences

that bounce from your

site more than 4 times

Easily group

Custom

Segments

Serve better

creative

Serve dynamic

creative to the right

audience, at the

right time based on

time spent on site,

return rate, and

more.

Target customers who

buy often, come back

often, go deep into

your site, spend more

time on site, write

reviews, etc.

Put them into groups

or segments for easy

access and to better

inform future media

campaigns.

Find your best

customers

1st-party Web Analytics data. Behavioral Segmentation.

1st-party Web Analytics data. Geo Segmentation.

https://www.google.com/doubleclick/studio/externalpreview/#/8sTl5OdrQVix6l1VEtTbxA

1st-party Web Analytics data. Geo Segmentation.

Data is Better Creative.

> > >>

https://prezi.com/jcrw2pkxr9vn/delve/

Using Offline 1st party data in Digital Marketing to Maximize

the ROI.

What’s the second easiest bucket of 1st-party Data, to Activate?

Buyers.

How do you connect 1st-party Buyer data with their cookies or

device ids? How do you buy media against those cookies?

Whitepaper.

Implications from Buyer 1st party data mapping – CPA and

Response

For instance, assume

your maximum CPA is

$50. Whom should you

map 100%

of the past-buyer

cookies to? The

answer is the “bought

three times” segment,

since all of the

Frequency and

Recency groups have

a CPA of $50 or less.

Measuring Lift from 1st-Party Buyer to Cookie mapping.RFM Segments. Alternative to offline Catalog marketing.

Sampled Customers Sampled Customers Making

Purchases

Sampled Customer $ Sales $ Sales Per Sampled Customer Conversion Rate

Recency Frequency Monetary Not Cookie-

Targeted

Cookie-

Targeted

Not Cookie-

Targeted

Cookie-

Targeted

Not Cookie-

Targeted

Cookie-

Targeted

Not Cookie-

Targeted

Cookie-

Targeted

Not Cookie-

Targeted

Cookie-

Targeted

A. 0-12 Months A. 3+ C. $300-399 1,979 3,219 155 368 $10,631 $24,215 $5.37 $7.52 7.8% 11.4%

A. 0-12 Months A. 3+ D. $200-299 2,548 3,847 167 358 $10,520 $17,706 $4.13 $4.60 6.6% 9.3%

A. 0-12 Months A. 3+ E. $100-199 1,946 2,836 112 189 $5,521 $9,066 $2.84 $3.20 5.8% 6.7%

A. 0-12 Months B. 2 C. $300-399 629 977 22 63 $2,063 $4,347 $3.28 $4.45 3.5% 6.4%

A. 0-12 Months B. 2 D. $200-299 1,491 2,295 73 114 $6,019 $10,208 $4.04 $4.45 4.9% 5.0%

A. 0-12 Months B. 2 E. $100-199 3,395 4,838 164 238 $9,608 $13,656 $2.83 $2.82 4.8% 4.9%

A. 13-24 Months A. 3+ C. $300-399 2,894 3,679 346 534 $18,353 $30,169 $6.34 $8.20 12.0% 14.5%

A. 13-24 Months A. 3+ D. $200-299 3,510 4,262 388 460 $18,899 $23,445 $5.38 $5.50 11.1% 10.8%

A. 13-24 Months A. 3+ E. $100-199 2,427 2,997 215 307 $10,793 $16,474 $4.45 $5.50 8.9% 10.2%

A. 13-24 Months B. 2 C. $300-399 484 516 26 31 $2,159 $2,610 $4.46 $5.06 5.4% 6.0%

A. 13-24 Months B. 2 D. $200-299 1,334 1,342 93 104 $7,184 $7,012 $5.39 $5.23 7.0% 7.7%

A. 13-24 Months B. 2 E. $100-199 3,316 3,295 224 250 $12,688 $14,639 $3.83 $4.44 6.8% 7.6%

25,953 34,103 1,985 3,016 $114,436 $173,548 $4.41 $5.09 7.6% 8.8%

z

15% lift overall, BUT every segment responds to targeting

differently resulting in higher and lower ROI.

“You have to understand your own data.

You’re not going to be able to just plug in some

numbers, some equations and get out an

answer that makes sense if you don’t

understand your own data.”

http://www.emarketer.com/Article/Using-First-Party-Data-Boost-Targeting-Content-Optimization-Attribution-Across-Multichannel-Marketing-Efforts/1014038

https://prezi.com/jcrw2pkxr9vn/delve/

+=

Examples of how DDM data is accessible and

activated across the various parts of the ‘stack’

DoubleClick Digital Marketing

Segmented

Remarketing lists

Conversions

Behavior metrics

Campaigns

Performance

Metrics

media cost

Data is smarter media buying

+Better Programmatic Display.

+Transparency in Programmatic Display.

https://prezi.com/jcrw2pkxr9vn/delve/

+Better Multi-DSP Programmatic Display:

+

>

Better Multi-DSP Programmatic Display:

+Transparency in Multi-DSP

Programmatic Display:

+Powerful Digital Attribution.

+

17.6% Base response rate

Avg. Lift response rate

Max. Lift response rate

Display Impressions per Conversion

Conversion Rate

Lift Measurement through Attribution.

+Media Mix and Re-allocation for Higher ROI:

https://prezi.com/jcrw2pkxr9vn/delve/

Coming Soon, Google’s Data Management Platform (DMP)

Coming Soon, Google’s Data Management Platform (DMP)

+Audience Center 360

+

Enabling Best-in-Class Digital Marketing – the DDM “stack”

Transparency, Ownership, Insight and Education, Empowerment

ROI