Rtp rsp16-emarsys-final deck

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HowToLeverageYourOwnDataToAmplifyYourBrand

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PanelistsMODERATOR:DebbieHaussEditor-in-ChiefRetailTouchPoints

SeanBradyPresidentoftheAmericas

Emarsys

@seanbrady36

The Power of First Party Data

Agenda1. Understanding the Data Landscape2. How the Ad Market Has Changed

3. Where B2C Marketing Adds Value

4. CRM Ads to Drive Repeat Customers & Target Look-Alike Buyers

A Look at The Current Technology Environment

Understanding the Data Landscape

Understanding the Data Landscape• Paid Search Spend >$80bn 2015 with ~55% spend on Google (Source: eMarketer)• Still a growing industry with Mobile Search, Chrome and partnerships strengthening Google’s position• ~$23Bn is now spent on Paid Advertising on Social Networks – Facebook is dominant accounting for ~65% of

that spend and that share is increasing with Instagram Ads. (Source: eMarketer)

First, Second, and Third Party Data• First Party Data: Direct CUSTOMER data. This most often includes cookie-based data pulled

from website behaviors, CRM data, subscription information or cross-platform data from mobile apps. This is the most valuable data as it is the highest quality, and voluntarily provided.

• Second Party Data: Another source’s first party data. Obtaining second party data generally includes an arrangement with a trusted partner wherein they provide a company with customer data and vise versa. This is generally a mutually beneficial relationship between the parties

• Third Party Data: Third party data is data purchased from large data aggregators or data management platforms (DMPs).

How the Ad Market Has Changed

How the Ad Market Has Changed• Historically search and display advertising was based on anonymous customer data.

• Multi-device mobile usage has impacted the identification data collection process.

• Facebook Custom Audiences disrupted that industry by allowing marketers to target specific individuals and provide the ability to track the success against business objectives across devices – with Mobile driving most of the advertising revenue for Facebook.

• Google has the ability to use email addresses to target specific customers or exclude customers to optimise Paid Search (AdWords) and more easily attribute success back to individual sales.

• Marketing Clouds, such as Emarsys’ B2C Marketing Cloud, have started to successfully automate the creation, management and reporting of custom audiences on Facebook Ads and Google Ads for batch and recurring campaigns.

Automating People Based Advertising

CRM Ads to Drive Repeat Customers & Target Look-Alike Buyers

Retargeting

OnlineConversion

Precision Look-a-LikesSegmentation and DMP

Acquisition

AdsEmailPushSMS

Retention

Drive purchase

??

How Does it Work?

Collect data and target contacts across multiple channels. Results are measured and optimizations proposed.

CRM TEAMS

Matching by Email

CRM Contact

Matching by Email

Digital Advertising team working on creative and Ad Spend but without having to deal with spreadsheets or CSV’s to upload and download lists or report upon success.

DIGITAL ADVERTISING TEAM

CRM-Based Advertising

CAPTURE DATA UNIFY AUTOMATETARGET ANALYZE

Conversions

4 (25.4%)Conv. on mobile

14 (14.58%)

Facebook, Instagram, Gmail, Search & Youtube

Acquire, Convert, Grow, Retain, Win Back

Higher Retention

Company confidential

Retargeting

OnlineConversion


Acquisition

AdsEmailPushSMS

Retention

$$

Predicting the right moment and right Ad for re-purchase across the customer’s journey

?

Know who NOT to target


PushGeo-fencing

Social

Subscription


Acquisition

AdsEmailPushSMS

Retention

??

Matching by EmailExclude from ads –optimize your budget

Reach the Unreachable

On average More then 50% of a contact database is either opted out or unreachable through web/email

in the last 6 months

Smarter Acquisition


Retargeting

OnlineConversion


Acquisition

AdsEmailPushSMS

Retention

??

Matching by Email

Keyword Expansion

+ Keyword

Multi channel effect

http://insights.fb.com/2014/10/16/coordinating-email-and-facebook-ads/

Email openers who saw ads where 22% more likely to convert

Where Retention Marketing Adds Value

Source: Adobe Digital Index

Existing customers are 6-7 times more likely to buy than new leads*

2nd time purchaser

3X

3rd time purchaser

5X

1st time purchaser 1X

Reve

nue

per v

isit

Who is the Smart Marketer ?

They understand the customer data landscape, the available marketing technologies, and the advertising

potential.They leverage the power of first-party data to transform

their digital advertising strategy into a strategy that wins.

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Q&A//PanelistsMODERATOR:DebbieHaussEditor-in-ChiefRetailTouchPoints

SeanBradyPresidentoftheAmericas

Emarsys

@seanbrady36

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