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© SEARCH LABORATORY LTD | ALL RIGHTS RESERVED
LEEDS HQ: +44 113 212 1211
LONDON: +44 207 147 9980
NEW YORK: +1 646 473 1826
CROSS-CHANNEL AUDIENCE INSIGHTSEDWARD BLAKEWAY
PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD
WHO AM I?
Age: 25-34
Gender: Male
Parental status: Nope
Job industry: Advertising
Interests: Pets, food, football, travel
In-Market: Another dog, trainers
PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD
WHO ARE YOU?
Online
Offline
Adobe
Agency
In-House
PPC Only Stores
GDN
DoubleClick AdwordsAdvanced
Basic
Criteo Prospecting
Service Retail Affiliates Travel
PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD
YOU DON’T HAVE TO USE EVERYTHING
Business data
Email addresses
Gender
Online behaviour
Browsing habits
Offline behaviour
Path-to-purchase
Device usage
Loyalty scheme
Age
PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD
AN EXAMPLE…
Goal 1 Goal 2 Goal 3
Online/offline
stores
Premium dog
accessories
Recently made the
move from GA to
GA360
PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD
AN EXAMPLE…
Goal 1 Goal 2 Goal 3
New customersFrequency
of purchase
Increase
lifetime value
PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD
GOAL 1: FIND ME NEW CUSTOMERS!
New customer
Defining attributes
Behaviouraltrends
What are their
interests?
Your Customer
PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD
INTERESTS AND DEFINING ATTRIBUTES
Offline data Online data
PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD
GOAL 2: FREQUENCY OF PURCHASE
Engage via display,
email or PPC
Remarketing converted
users
Your customer
PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD
GOAL 3: INCREASE LIFETIME VALUE
Engage via any means
possible
Personaliseyour
approach
Define and understand
them
Understand your key
customers
PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD
DEFINE AND UNDERSTAND YOUR USER
High Value
Product insightPurchase behaviourCustomer High value
PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD
DEFINE AND UNDERSTAND YOUR USER
DormantProduct insightCustomer
PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD
REVEAL THE BENEFITS OF EVERY CHANNEL
0.05% - 0.10%
Industry average CTR