AAMP Track 4 Garden Room 2 PM
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Transcript of AAMP Track 4 Garden Room 2 PM
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Diversified Media Strategies for B2B Engagement and Sales
Track 4
Garden Room
2015 Conference
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Agenda
• List and Media Marketplace Overview• 3 Proven Tactics for Finding Qualified List Sources• 3 Methods for Improving & Measuring Engagement
3,000 / Day
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Marketer
Agency
BrokerManager
Owner
Service Bureau
TraditionalDirect Response List Acquisition
LinearNegotiated Margins
24-48 Hour TurnaroundManual Response
AnalysisMatch Back Attribution
List Marketplace
Overview
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Media Marketplace Overview
Real-Time ProcessingReal-Time Bidding
Automated AnalysisProgrammatic OptimizationView Through AttributionClick Through Attribution
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Where are we heading?Digital Channel 2014 (Millions) 2015 (Millions) Change
Email 2,100$ 2,300$ 9.5%Search 24,200$ 26,900$ 11.2%
Display (Direct Sold) 19,200$ 18,200$ -5.2%Display (Programmatic) 4,200$ 10,100$ 140.5%
Social Technology 3,000$ 3,900$ 30.0%Affi liate Lead Generation 2,100$ 2,200$ 4.8%
Digital Total 54,800$ 63,600$ 16.1%
Traditional Channel 2014 (Millions) 2015 (Millions) ChangeDirect Mail 45,200$ 45,700$ 1.1%
Teleservices 41,500$ 42,600$ 2.7%Radio 15,900$ 16,200$ 1.9%
Broadcast Television 68,500$ 70,600$ 3.1%Magazines 15,100$ 15,000$ -0.7%
Newspapers 16,900$ 16,400$ -3.0%Outdoor 2,100$ 2,300$ 9.5%
Traditional Total 205,200$ 208,800$ 1.8%Source: eMarketer & Winterberry Group www.winterberrygroup.com
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Data 101
3rd Party
2nd Party
1st Party1. Online Data (Non-PII)2. Offline Data (PII)
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3 Proven Tactics for Finding Qualified List Sources
LPI
HCL
USAGE1. Mailer Usage Reported2. Highly Correlated Lists3. List Popularity Index
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Mailer Usage Reported
USAGE
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Highly Correlated Lists (HCL)
HCL
USAGE
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List Popularity Index (LPI)
LPI
HCL
USAGE
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Engagement
HCL
Source: http://blog.marketo.com/2014/09/welcome-to-the-era-of-engagement-marketing.html
Shift From Move TowardsMass Marketing Targeted Personal Communication
Demographics Demographics & Behavior
Single Email Broadcasts Continuing Conversations
Marketing Silos Integrated Multichannel Marketing
Unclear Objectives Clear Customer Journeys
Subjective or Empirical Review Measurable Impact
Campaign Scheduling Challenges Orchestrated Efforts
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Man vs Machine Man + Machine Goals Collaboration Intelligent AttributionCreativity
RTB DMP
Ad ServersOptimization
DSP
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3 Methods for Improving & Measuring Engagement
Multichannel Data Licensing
Targeted Email x 31. Email Engagement Programs
2. Custom Audience Extension3. Multichannel Data Licensing
Non PII‘FaceLift’
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Targeted Email Engagement Example
Targeted Email x 31. Targeted A/B Split
2. A/B Switch to Non-Openers3. Call to Action to All Openers
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Custom Audience Extension
Non PII, ‘FaceLift’
Targeted Email x 3
Facebook for B-2-B-2-C 1.4 Billion Monthly Users757 Million Daily Users945 Million Mobile Users
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Multichannel Data Licensing
Multichannel Data Licensing
Non PII, ‘FaceLift’
Targeted Email x 3
1. Your Own Prospect Database2. Leverage AMAP Platform3. Customize Your Programs4. Make it Personal
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Measurement – ‘@ttribution’
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Acquisition Email Source Ordered Delivery Open Rate Click to Open Conversion
Compiled List A ($35/M) 150,000 75.63% 1.94% 10.20% 0.15%
Compiled List B ($20/M) 225,000 96.13% 6.79% 5.50% 0.11%
Response List A ($150/M) 35,000 98.43% 13.42% 14.30% 0.21%
Response List B ($225/M) 20,000 94.18% 10.83% 17.00% 0.29%
Cooperative Database ($175/M) 75,000 91.64% 5.22% 12.98% 0.13%
I. Which Email Source Had The Best ROI?
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II. Which Email Source Had The Best ROI?
Acquisition Email Source Delivered Cost Conversions Revenue Gross Profit
Compiled List A ($35/M) 113,447 3,970.65$ 165 11,550.00$ 7,579.36$
Compiled List B ($20/M) 216,293 4,325.86$ 248 17,360.00$ 13,034.14$
Response List A ($150/M) 34,452 5,167.80$ 73 5,110.00$ (57.80)$
Response List B ($225/M) 18,835 4,237.88$ 55 3,850.00$ (387.88)$
Cooperative Database ($175/M) 68,731 12,027.93$ 90 6,300.00$ (5,727.93)$
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III. Which Email Source Had The Best ROI?
Acquisition Email Source Delivered Holdout Conversions
(Delivered) Conversions
(Holdout)Incremental Conversions
Compiled List A ($35/M) 113,447 30,000 165 (0.15%) 47 (0.16%) 0 (0.00%)
Compiled List B ($20/M) 216,293 50,000 248 (0.11%) 65 (0.13%) 0 (0.00%)
Response List A ($150/M) 34,452 10,000 73 (0.21%) 12 (0.12%) 31 (0.09%)
Response List B ($225/M) 18,835 10,000 55 (0.29%) 13 (0.13%) 30 (0.16%)
Cooperative Database ($175/M) 68,731 20,000 90 (0.13%) 21 (0.11%) 14 (0.02%)
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IV. Which Email Source Had The Best ROI?
Acquisition Email Source Cost Incremental Conversions
Incremental Revenue
Lifetime Value (NPV)
Gross Profit (LTV Based)
Compiled List A ($35/M) 3,970.65$ 0 (0.00%) -$ -$ (3,970.65)$
Compiled List B ($20/M) 4,325.86$ 0 (0.00%) -$ -$ (4,325.86)$
Response List A ($150/M) 5,167.80$ 31 (0.09%) 2,170.00$ 5,106.44$ (61.36)$
Response List B ($225/M) 4,237.88$ 30 (0.16%) 2,100.00$ 4,941.72$ 703.85$
Cooperative Database ($175/M) 12,027.93$ 14 (0.02%) 980.00$ 2,306.14$ (9,721.79)$
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Free Research Portals
1. IAB Digital Advertising Directory: http://directory.iab.net
2. DMA List Search Portal: http://lists.the-dma.org
3. Social Media Name Check: https://www.namecheckr.com
4. Quantcast Site Metrics: http://www.quantcast.com
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Contact Information
Chris DeMartineEVP Data & Media ServicesStatlistics, Inc.69 Kenosia AvenueDanbury, CT 06810(203) [email protected]