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#MRKGsummit15 @MerkleRKG @MerkleRKG#MRKGsummit15
Search Segmentation and Cross-Channel Remarketing
Matt Naeger
EVP Digital Strategy
#MRKGsummit15 @MerkleRKG
There are many reasons why people search…
I need a new carI just had a
baby
I got a new job
I moved to a cold
weather city from a
warm weather area
My neighbor
just bought a Jeep
There was a bad
accident on my
way to work
I’m feeling downI love my family
#MRKGsummit15 @MerkleRKG
Search intent used to be just the keywords that we used
3
SUV Reviews SUV Reviews
SUV Reviews
SUV Reviews
SUV Reviews
SUV Reviews
SUV Reviews
SUV Reviews
#MRKGsummit15 @MerkleRKG
Connecting data from multiple channels can inform our programs
Age 34 | Income $100K | Female
Sarah
Visits Sports, News, Fashion sites
Owns a smartphone, 10.5” tablet, laptop
Doesn’t watch TV unless it is online
Travels with friends and family mostly
Needs space and safety in a car
Has a dog, and three kids
Just moved and got a new job
Has a PHD in Psychology
Likes to hike in the mountains
DEVICE
DMA
BUYING
BEHAVIOR
ONLINE
COMMENTARY
SITE VISITATION
SOCIAL MEDIA
USE
#MRKGsummit15 @MerkleRKG
But we must do something with it
» Change our bidding
‣ Bid Up/Down
‣ Don’t Bid at All
» Change the experience
‣ Ad Copy
‣ Landing Pages
‣ Email Messaging
‣ Display Tagline
‣ Facebook Video
» Develop sequencing of message/offer
» Optimize to different KPI’s
6
Customer
Activity
Value
Offer
Need
#MRKGsummit15 @MerkleRKG
Three people search for a shoe…
7
Sarah26 years old
ActiveFashionable
SocialSingle
Jen53 Years old
ActiveFashionable
SocialDivorced
2 Kids1 Grandchild
Mandy37 Years old
ActiveFashionable
SocialMarried2 Kids
$18 $65 $104
#MRKGsummit15 @MerkleRKG
Three people search for a shoe…
8
James26 years old
ActiveFashionable
SocialSingle
Kenny53 Years old
ActiveFashionable
SocialDivorced
2 Kids1 Grandchild
Henry37 Years old
ActiveFashionable
SocialMarried2 Kids
$18 $65 $104
#MRKGsummit15 @MerkleRKG
• Paid Search• Display
• Paid Search• Display• Email
• Paid Search• Display• Email• Direct Mail
• Look-a-like• Cross-Channel
Retention
Display1-3
Site Activity4-X
Search Activity6-X
Prior Experiences
Inform you search programs through cross-channel remarketing
#MRKGsummit15 @MerkleRKG
Build out the customer journey
10
Ashley is planning a ski
vacation for her family
and she is looking to
buy new gear.
ski equipment
She performs a search research the latest
equipment and compare prices.
As she runs errands, she
receives an SMS message
reminding her of her available
The League reward points
Recreational Sports Family
After visiting Sports Authority, Ashley
later sees an ad on Facebook and
Twitter showcasing ski gear.
Sports Authority
The Google RLSA program is utilized to
prioritize and customize the branded ad
After visiting the site through Search she selects
specific products she would like to purchase and
adds to her cart so she can review with her
husband later. That evening she receives GDN
Dynamic remarketing ad showcasing the specific
products she has in her cart, which reminds her to
go back and purchase.
#MRKGsummit15 @MerkleRKG
Optimization of programs is done by different KPI’s at each stage
“summer shoes”
“memorial day
shoe sales”
“suede and python
print gladiator sandal”
ROI, Cost Per New Customer, Margin
% of Placed in RLSA
% of New and Returning
Customers
Purchases
Product pages visited
Items added to cart
Purchases
Purchases
ROI
Margin
KEYWORD: KPI:
Awareness
Consideration
Conversion
#MRKGsummit15 @MerkleRKG
Case Study
• Top 5 Telecom and Media Company
• Top 10 Search Spender Globally
• Multi-Billion Dollar E-Commerce
Business
Targeting the right offer & experience to the
right audience at the right time
Develop cross-device program using RLSA
to up-sell and cross-sell key audience
segments
Personalization
and Remarketing
Multi-channel
and cross device
Locality and
mobility
Customer
Insight and
Segmentation
eMerchandising
(i.e., enhancing the
in-store experience)
Loyalty and
share of wallet
CONTEXT
CHALLENGE
SOLUTION
12
#MRKGsummit15 @MerkleRKG
Limitations of Traditional Search Remarketing
13
Cross Channel Decisioning
Site Activity
Real Time Integration
DMP
Display Network Social NetworksSearchSite
Personalization
3rd Party
Audience Data
CRM Customer
Data
Sophisticated
Onsite DataOffline Data
Traditional Search Strategies only allow for site activity level Audience Targeting – making it siloed
from other channels.
#MRKGsummit15 @MerkleRKG
New Remarketing Capability Allows for True Connected CRM
14
Cross Channel Decisioning
Site Activity
Real Time Integration
DMP
Display Network Social NetworksSearchSite
Personalization
3rd Party
Audience Data
CRM Customer
Data
Sophisticated
Onsite DataOffline Data
Merkle has built a work-around to Remarketing for Search (RLSA) that allows for more sophisticated data to
be pulled into remarketing lists.
#MRKGsummit15 @MerkleRKG
Business Impact
15
Align offer delivery and messaging by Audience to
the experiences being served across Display and
Site.
Change offers based on services abandoned in the
shopping cart or services likely to purchase.
Serve offers specific to those products or tiers a
consumer does not have in their bundle, or is likely
to upgrade to in the future
Target consumers who are likely to Churn when
they are doing research for products or competitors.
Audiences Receive Conflicting Offers Across
Channels
Non Customers Receive Generic Offers or Offers
Based on Pages Visited
Existing Customers Receive Generic Customer
Offers
Competitors are increasing presence, which could
increase Customer Churn
Business Challenges Due to Search
Restrictions
Example of Solutions Available by Connecting
AAM to Search Remarketing
This advanced implementation of retargeting enabled our client to overcome many of their business
challenges. It allowed for a more customer centric approach to Search marketing.
40% Lift in Sales Value 25% Lift in Conversion Rate