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Attend this tech talk to see how you can focus digital marketing on only your most desirable consumers. Custom audiences built using rigorous predictive analytics precisely translate your clients' customer insights to digital campaigns, without sacrificing scale or reach. Specifically, hear how one financial services marketer was able to win new, high lifetime value customers using a custom targeted display campaign. Presenter: David Dowhan, president, TruSignal @TruSignal
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Big Data in the Upper Funnel: How Custom Audience Targeting Improves New
Customer Lifetime Value David [email protected]
Confidential & Proprietary
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The Big Bang Explosion of Online Marketing Data
3rd Party Data3rd Party Data11%% SignalSignal99% Noise99% Noise
Challenge: Finding theChallenge: Finding therightright data for targeting? data for targeting?
Confidential & Proprietary
Converting Close Existing Demand
Search, Behavioral & RetargetingIN-MARKET
Prospecting Stimulate New Demand
Contextual & Demo TargetingEmail Campaigns
PROFILE + CONTEXTUAL
Align Targeting Data with Campaign Objectives
WHODATA
WHATDATA
BrandingBuild Future Demand
SponsorshipsPROFILE
Confidential & Proprietary
4
Demos Alone Are Inconsistent and Lack Scale
Income: $100k - $199k46,000,000 Users
Home Value < $400k
62,000,000 Users
Age: 20-39
37,000,000Users
TotalPopulation
AddressableAudience2,300,000
2.3M2.3M
Can your target be precisely defined by just a couple of
demos?
Less than 30% of impressions reached
the correct audience using demographic targeting
*”Building Brands in a Cross Platform World”, Nielsen white paper, November 2011.
Confidential & Proprietary
Prebuilt Clusters Are Inaccurate and Wasteful
Start with yourdesired population
Buy media that over-indexes on
selected clusters
See where pre-built clusters overlap
Cluster CodeYoung & Digital
Country Squares
Winner’s Always
Executive
God’s Hamlet
Kids & Sidewalks
Bright Lights
Sweet Homes
Sporty Spice
Movers & Makers
Upward Headed
Fast-Trackers
Friars and Squires
Pickup Daddies
Soccer Momma’s
Only 44% of impressions reached their correct target when buying media on the basis of site
composition indices.*”Building Brands in a Cross Platform World”, Nielsen white paper, November 2011.
Confidential & Proprietary
6
TruSignal Custom Approach = Accuracy & Scale
Confidential & Proprietary
7
Target High Value New Customers
Confidential & Proprietary
Premium Publishers
Activate custom audiences directly within DoubleClick
for Publishers
Mobile
DoubleClick for Publishers
Trading DesksAD AGENCY
INDEPENDENT
Widely Distribute Your Audience
Ad Networks
DSP’s
Top Portals
RTB Exchanges
Video
Audience POOL
Confidential & Proprietary
10
Financial Services Example of Existing Customer Segments
Detailed segment profiles...
...but how can I target new prospects based upon a
profile description?
Using Existing Customer Segmentations to Target
Confidential & Proprietary
A High Scale, 1:1 Branding Campaign
Branding
Prospecting
Converting
Client Overview:‣ Top 10 financial services client‣ Tried using demos but couldn’t scale‣ Buying sponsorships using average site compositions‣ Needs to connect with high value prospects, at scale
TruSignal Solution:‣ Built a custom audience based on current high value customers
from the clients’ DMP
Custom TruAudience Formula combines 104 data points into a single, targetable audience
3.6%
2.8%
2.1%1.7%
1.3%
Contribution by Data Category
28.6%
18.5%
17.1%13.4%
10.9%
Confidential & Proprietary
13
Reach Your High Value Audience Efficiently
Branding
Prospecting
Converting
Targeting For Accuracy
0514 Million
Uniques
MediaPlatforms
01Custom Audience
Bottom Line:
‣ The agency brought their client’s own TruSignal audience to the media buying table with precision and scale
‣ 5 different media platforms
‣ 14,000,000 high value prospects reached
‣ 80% reduction in wasted impressions
Confidential & Proprietary
14
Customized Approach Yields Precision & Scale
100% Custom –TruSignal brings unique offline data into the audience definition that is simply not available online
Accurate –Eliminate up to 80% of wasted impressions by focusing on your high value audience
Scalable– A custom-built audience can incorporate over 100 different predictive data attributes and still maintain large scale
Confidential & Proprietary
Thank You!
Discover Your Ideal Audience
[email protected] twitter: @trusignal