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Jeremy Longinotti from Tru-Signal's presentation from Digiday Brand Summit on December 7, 2014.
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Digiday Brand Summit, Deer ValleyDecember 7, 2014
The Demand Creation Experts
Why You Need Mid-Funnel Campaigns
in Your Digital Marketing Arsenal
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”
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
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
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
Confidential & Proprietary
Found the same prospects in mobile, social, video, display
Newsfeed
MobileMobile
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
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
Confidential & ProprietaryConfidential & Proprietary
Measuring Performance - TruPerformance
8
Baseline TruSignal
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6
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%
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
Confidential & Proprietary
Thank You!
www.tru-signal.com
The Demand Creation Experts