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Digiday Brand Summit, Deer Valley December 7, 2014 The Demand Creation Experts W hy You Need Mid-Funnel Campaigns in Your Digital Marketing Arsenal

Why You Need Mid-Funnel Campaigns in Your Digital Marketing Arsenal - DBS, 12/7/14

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Jeremy Longinotti from Tru-Signal's presentation from Digiday Brand Summit on December 7, 2014.

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Page 1: Why You Need Mid-Funnel Campaigns in Your Digital Marketing Arsenal - DBS, 12/7/14

Digiday Brand Summit, Deer ValleyDecember 7, 2014

The Demand Creation Experts

Why You Need Mid-Funnel Campaigns

in Your Digital Marketing Arsenal

Page 2: Why You Need Mid-Funnel Campaigns in Your Digital Marketing Arsenal - DBS, 12/7/14

Confidential & ProprietaryConfidential & Proprietary

2

Quick Introduction

We are experts at developing and executing mid-funnel

digital campaigns to acquire new high-value prospects

“Where Data”

“What Data”

“Who Data”

Page 3: Why You Need Mid-Funnel Campaigns in Your Digital Marketing Arsenal - DBS, 12/7/14

Confidential & Proprietary

Case Study: Top Home Services client

3

The Challenge

1. Find profitable new prospects

who are not yet in-market

2. Prove we acquired profitable new

customers above current baseline

3. No black boxes!

4. Target cross channel and cross device

Page 4: Why You Need Mid-Funnel Campaigns in Your Digital Marketing Arsenal - DBS, 12/7/14

Confidential & Proprietary

TruSignal’s End-to-End Marketing Platform

1. Audience Development

4

2. On-Boarding

3. Campaign Management

4. Measuring Results

$665

$488

TruSignal All Other

Customer Value

Page 5: Why You Need Mid-Funnel Campaigns in Your Digital Marketing Arsenal - DBS, 12/7/14

Confidential & Proprietary

5

High-Value Prospecting Audiences

Custom model finds the data that

matters most for high-value prospecting

10x the data that is

available online today

Page 6: Why You Need Mid-Funnel Campaigns in Your Digital Marketing Arsenal - DBS, 12/7/14

Confidential & Proprietary

Found the same prospects in mobile, social, video, display

Newsfeed

MobileMobile

Twitter

MopubNewsletters

TruSignal Audience

Direct Match

600M Emails

240M Mobile #s

RTB Exchanges

Top Portals

Video Trading Desks

AD AGENCY

INDEPENDENT

DoubleClick for

Publishers

Premium Display

DSPs

Cookie Data Sync

200M Users

Page 7: Why You Need Mid-Funnel Campaigns in Your Digital Marketing Arsenal - DBS, 12/7/14

Confidential & Proprietary

7

Campaign Execution

Campaign Specs

Timing: 6 months

Media: Facebook Mobile (native)

and RTB Exchange Display

Total Budget: $200,000

Creatives: 42 units

Optimization: Reach and frequency

to maximize influence

Page 8: Why You Need Mid-Funnel Campaigns in Your Digital Marketing Arsenal - DBS, 12/7/14

Confidential & ProprietaryConfidential & Proprietary

Measuring Performance - TruPerformance

8

Baseline TruSignal

Month 1 Month 2 Month 3 Month 4 Month 5 Month 6

Page 9: Why You Need Mid-Funnel Campaigns in Your Digital Marketing Arsenal - DBS, 12/7/14

Confidential & ProprietaryConfidential & Proprietary

Campaign Success!

9

Baseline TruSignal

Month 1 Month 2 Month 3 Month 4 Month 5 Month 6

284%

Home Warranty Policies

297%

308%

318%317%

274%

(Lift Percentage)

Budget increases in months 4 - 6

Performance scaled with budget

Cost per Incremental = $87

Average customer value = $401

ROAS = 461%

Page 10: Why You Need Mid-Funnel Campaigns in Your Digital Marketing Arsenal - DBS, 12/7/14

Confidential & ProprietaryConfidential & Proprietary

Final Report

10

The Challenge

Find profitable, new prospects

who are not yet in-market

Prove we acquired profitable new

customers above current baseline

No black boxes!

Target cross channel and cross device

Page 11: Why You Need Mid-Funnel Campaigns in Your Digital Marketing Arsenal - DBS, 12/7/14

Confidential & Proprietary

Thank You!

www.tru-signal.com

[email protected]

The Demand Creation Experts