Learn how to build and leverage your current customers database in this digital age of disruption, where barriers to play and compete in the marketplace are low. Data-driven marketing refers to strategies built on insights pulled from the analysis of big data, collected through consumer interactions and engagements, to form predictions about future behaviors. Learn the following: * Digital Marketing * Facebook Ads * Audience Management * Events trackings through Pixels * Digital Advertising * Google Ads * Google Analytics * Google Merchant Center * Google Tag Manager * Google Search Console * eCommerce Marketing

1. DATA - DRIVEN
MARKETING

2. DATA – DRIVEN MARKETING VS. BIG_IDEA-LED MARKETING
Consumer Behavior Media Behavior
What are key lifestyle changes due to the
COVID-19 pandemic?
How has media behavior changed due to
the lockdowns?
Will Inform
Content Strategy Media Strategy

3. MOVING FROM REACH TO RELEVANCE
R E L E V A N C E
R E A C H
Driving
effectiveness
and efficiency
of media
PRECISION
MARKETING
Use advanced data signals
to inform more precise
journey based targeting
MASS
PERSONALISATION
Real time optimisation
approach to predict and
personalise communications
driving improved performance
COOKIE BASED
Leverage 3rd party
cookie pools to deliver
basic targeting
AUDIENCE
CENTRIC
Build people-based data
back bone using value and
propensity scores
Where we are Where we want to be

4. Information
about
consumers
and their
behaviors
Information
about ad
exposure
Matching process

5. How advertisers receive data
Cookies
Cookies are set on people’s browsers when they visit websites. They enable
websites to remember what actions people have previously taken to enhance
their experiences.
Mobile device identifiers
Device identifiers are assigned to mobile devices to help advertisers have
better visibility into actions that happen in-app.
Customer inputs
This is information customers share with brands, such as through registration
forms or purchases connected to loyalty cards.

7. Who uses and manages data

8. WHAT IS DATA – DRIVEN MARKETING?
BUYING AUDIENCES
DATA DRIVEN CREATIVES
TECHNOLOGY
USE OF CONSUMER DATA

9. Customer – centricity needs Data
Audience Segmentation and Targeting:

10. TAGS
§ Tags are activated when a user does a specific action on its device (E.g.
visitsa webpage, watch a video, fill a sample form etc.)
§ Tags are therefore used to track those actions and report them into
analytics tools
COOKIES
§ Cookies are automatically released on a user browser when this user
visit a page containing one or several tags
§ Cookies are made to identify a device, through unique ID. Twooptions:
1. The cookie recognizes the session and treats it as a returning session
using the same ID
2. The cookie does not recognize the session and therefore gives it anew
unique ID

11. DATA - DRIVEN MARKETING
Based on interest and profile
dictated by client and agency,
generated by Google / Facebook
TARGET AUDIENCES
Audience will log-in and browse
through Facebook, Google, and
other platforms
USE ONLINE
BEHAVIOR DATA
Audience will see the ad
AD DELIVERY
Audience will lead to Conversions
Conversions
By identifying the right people and using the right tools,
the right ads can be shown to convert audiences to customers.

12. We can explore the following opportunities to further optimize and improve our presence in the digital space:
PRECISION
ADVERTISING SET-UP
● Google Tag Manager
● Google Analytics
● Google Ads
● Google My Business
● Google Search Console
● Youtube
● Facebook Pixel
● Google Merchant Centre
● Facebook Catalog
TARGETING:
● Facebook Targeting
● Facebook Lookalike and
Remarketing Audience
● Google Multilayered Targeting
● Customer List
SETUP FOR SUCCESS
DATA - DRIVEN MARKETING

13. Objective:
CONVERSION
Objective:
CONSIDERATION
Objective:
AWARENESS
● Google Display Ads
● Facebook & Instagram Ads
● Youtube Brand Lift Study
● Youtube In-stream & Bumper Ads
● Facebook Brand Survey
● Responsive Display Ads
● Waze Ads
● Chatbot
● Google Search Ads
● Google Merchant Center
● Google Shopping Ads
● Google Discovery Ads
● Facebook Store List
● Facebook Catalog
● Website Ecommerce
● Enhanced Ecommerce
● Advance Analytics Targeting
● Advanced Bidding Strategies
DATA across Path – to – Purchase

14. DATA across Path – to – Purchase
PLAY VIDEO

15. Your Website & Social Media
GTM | Google Tag Manager
DMP | Data Management Platform

16. Data Layers
Overview
● Data Layer is used to temporarily
hold data. It is a structured format
that is understood by Tag Manager to
make it easy for you to move that
data from your web page or mobile
app to tags, triggers, and other
variables in Tag Manager

17. Components of Google Tag Manager
● Tag: Tag is code that send data to a system such as Google Analytics.
● Trigger: Trigger listens for certain events, such as clicks, form submissions,
or page loads. When an event is detected that matches the trigger
definition, any tags that reference that trigger will fire.
● Variable: A variable is a named placeholder for a value that will change,
such as a product name, a price value, or a date
● Data layer: Tag manager implements a data layer to temporarily hold
values in the client so that they can be used by tags, triggers, and
variables.

18. Tags & Triggers
● Tag is snippet of code that executes on a page or
mobile app. Tags can serve a variety of uses,such
as:
○ Google Marketing Platform Tags
○ Google Analytics Tags
○ Google Ads Conversion Tags
○ Custom HTML / Image Tags
○ 3rd Party Tags
● Tags execute, or fire, in response to events.
○ Events includes loads, button clicks, page
scrolls, etc.
● Triggers are defined / created to listen for those
events and specify when tags should fire

19. Variables
Tag Manager Variables:
○ built-in variables
■ Page Variables
■ Utilities
■ Errors
■ Forms
■ History
■ Scrolling
■ Videos
■ Visibility
○ Custom / User Defined
Variables
■ Navigation
■ Page Variables
■ Page Elements
■ Utilities
■ Container Data

20. Tags, Triggers and Variable Layers Set up
● Tag Type
○ Universal Analytics
● Track Type
○ Page Views
● Triggers
○ All Page Views

21. Google Tag Manager Preview & Debug Mode
Google Tag Manager Preview and
Debug Mode:
○ Google Tag Manager’s preview
and debug mode allows you to
browse a site on which your
container code is implemented
as if the current container draft
was deployed. This is used to
test a container configurations
before or after its published.
○ Preview and Debug Mode is
connected to tag assistant so
the user can inspect which
tags fired and in which order.

23. Provides Statistics and Advanced Analytical Tools for search engine digital
marketing purposes
Tracks data and reporting
User actions per event/experience are being tracked, such as:
Mobile Device Usage, Page Activities, Behaviors, e-Commerce
activities, or customer’s LTV
FUNCTIONS
1
KEY BENEFITS
Data insights on ads performance,
audience, & e-Commerce
Audience and user purchase journey can be interpreted through
detailed performance and insightings
2
Generates audience signals
Generates audience signals for better understanding of customer’s
purchase journey
3
Specialized audience remarketing
feature
Advanced remarketing can be created, such as:
4 ● Abandoned Cart Remarketing
● Add to Cart
● Page visits to another
● Events interactions
● Improved Conversions
GOOGLE ANALYTICS

24. Provides Statistics and Advanced Analytical Tools for search engine digital
marketing purposes
Real time data reports
Audience activities and actions can be seen in real time for better
understanding of how ads/websites perform
FUNCTIONS
5
KEY BENEFITS
Ads performance insighting
Combined with ads activities, user journey can be understood
better through audience signals, thus generating better
recommendations
6
Attribution marketing
This is a process of determining how effective each media buying
channel is at producing the desired advertising outcome. It drives
most of the campaign optimization decisions, such as budget
allocation and tuning of campaign tactics
7
(Continued) (Continued)
GOOGLE ANALYTICS

25. GOOGLE ANALYTICS

26. Google My Business is a tool for businesses and organizations designed to
Manage Online Presence across Google, including Search and Maps.
Improves search visibility
Provides detailed information about the business, and its physical
location
FUNCTIONS
1
KEY BENEFITS
Provides detailed insights See the actual performance of the local business locations
2
Keep an eye on the competitor
See what your competitors are posting and who is in direct
competition for services in your area, allowing you to re-strategize
your campaign to put your business ahead of your opponents
3
Customer Communication
Provides a way for customers to connect with your business.
Customers viewing your listing can now call, message, or leave a
review—providing more ways for people to find and reach you.
4
My Business Post These are posts visible on Google My Business, and Google Search
5
GMB | Google My Business

27. Search Console Tools and Reports helps you measure your site’s Search traffic and
performance, fix issues, and make your site shine in Google Search results.
Search Insights and
Reports
Provides details on overall performance on how the website traffic
performs through search performance and trends
FUNCTIONS
1
KEY BENEFITS
Fix Errors
Provides recommendations on fixing errors to improve
performance on Google Organic Search
2
Submit Updated Content to
the Google Index
Improves Organic Search Results performance through Google’s
recommendations and insights
3
Provides
Enhancements
Enhancements which provides data for enhancements: Site
Speed, Mobile Usability, Logos, Products Site Link Search, and
Web Tools
4
Google Search Console

28. Collects data that helps you track conversions from Facebook ads, optimize ads, build targeted audiences
for future ads, and remarket to people who have already taken some kind of action on your website
Tracks valuable
audience actions
Tracks Audience who engaged with Facebook Ads for better
understanding of customer’s behavior.
FUNCTIONS
1
KEY BENEFITS
Creates new audiences
Website Interactions such as Custom Audience, Lookalike
Audience can be used for better Retargeting resulting to better
conversions.
2
Garners insights for both
current and potential audience
Generates a detailed Audience Insights for your current
customers, and potential Audiences.
3
Activates Conversion
features of Facebook Ads
Conversion Feature can be tracked through Website Purchase
Tracking. Ads for Conversion will be made possible with Facebook
Ads
4
Facebook Pixel

29. TARGETING

30. TARGETING DATA | SEGMENTATION
KPI: Reach, Impressions, Brand
Lift, Ad Recall
Billable Unit will be cheaper
KPI: Clicks, Post Engagements,
Landing Page Views, Video Views
KPI: Purchases, Lead Generation,
Sign-ups
Billable Unit will be more expensive with
a bigger ROAS
By finding out who the target market (audience) is and analyzing their behaviour,
we can target the right audience with the right objective and right ad
AUDIENCE POOL
Generated from target market’s
profile, interest and behaviour
MID-TIER CUSTOMERS
Part of the target market profile
Shows interest in your brand and other
interests/behaviors related to your
brand/category
HIGH-VALUE CUSTOMERS
Audience actively looking for your brand /
products/services in your category
OBJECTIVE KPI AUDIENCE

31. TARGETING
Likely buy? Vs. Current Buyer?
Optimize and expand your reach with similar / lookalike audience and remarketing audience
Your Target Lookalike Audience Lookalike Audience + Remarketing

32. All campaigns have 1 adset each for a specific audience
● CORE AUDIENCE – New audience based on interests and behaviours as dictated by client and agency
based on brand’s target market.
● SIMILAR / LOOK-ALIKE AUDIENCE – New audience generated by Facebook/Google based on interest and
behaviours of people who are likely to lead to conversion as learned from previous campaigns.
● REMARKETING AUDIENCE – Old audience who have already interacted with the brand/ad before – website
visitors, previous customers, Facebook fans, etc. who are likely to convert again.
● CRM Data Targeting - Enables direct targeting from CRM list of the customer, which activates look alike /
similar audience who shared with the same interest, or behaviour leaning towards conversions.
SIMILAR / LOOK-A-LIKE
Better than Target Market Audience

33. Facebook Targeting

34. GOOGLE MULTI - LAYERED TARGETING
Targets Multiple Reach on Keywords, Remarketing, Topic and Core Audiences

35. Data-Driven Marketing
AWARENESS

36. GOOGLE DISPLAY ADS
Multiple ads can be shown through Google. Google Ads will be shown in Display Networks all
Google-powered websites including Search, Gmail, Youtube, Playstore and many more.
Ads will lead to your website

37. YOUTUBE BRAND LIFT STUDY
Know your brand impact with customers through Youtube Brand Lift Study. This will be a survey
shown before Youtube video plays to test the effectivity of your video ads.

38. YOUTUBE BUMPER & IN-STREAM ADS
Make your brand part of your customer’s viewing experience with bumper and in-stream ads.
Your video will be shown right before a video starts, ends, or in-between videos on Youtube.

39. FACEBOOK & INSTAGRAM ADS
Get your customers attention while their scrolling through social media with Facebook ads. Facebook
Ads will be shown to targeted Facebook and Instagram users seamlessly through their feed.

40. FACEBOOK BRAND SURVEY
Measure your brand ads’ performance with Facebook Brand Survey. Survey will be shown to people
who have seen your ad to test it’s impact on perception, awareness or recall.

41. Data-Driven Marketing
CONSIDERATION

43. Search Console Tools and Reports helps you measure your site’s Search traffic and
performance, fix issues, and make your site shine in Google Search results.
Search Insights and
Reports
Provides details on overall performance on how the website traffic
performs through search performance and trends
FUNCTIONS
1
KEY BENEFITS
Fix Errors
Provides recommendations on fixing errors to improve
performance on Google Organic Search
2
Submit Updated Content to
the Google Index
Improves Organic Search Results performance through Google’s
recommendations and insights
3
Provides
Enhancements
Enhancements which provides data for enhancements: Site
Speed, Mobile Usability, Logos, Products Site Link Search, and
Web Tools
4
Google Search Console

44. GOOGLE DISCOVERY ADS
Discovery campaigns help reach up to 2.9 billion customers across Google feeds to achieve
the brand’s performance goals in Google Ads. Multiple Ad placements are available on
Youtube, Gmail, and Google Discover Feeds.

45. RESPONSIVE DISPLAY ADS
CASE STUDY WITH GOOGLE

46. Data-Driven Marketing | CONSIDERATION

49. Data-Driven Marketing
CONVERSION

50. GOOGLE SEARCH ADS
Connect with the right customers by being the top result on search. Your brand will
show up when potential customers search for relevant keywords.

51. SHOPPING ADS
GOOGLE MERCHANT CENTER
Google Merchant Center makes the
store and product information
available to shoppers across Google.
That means everything about your
stores and products is available to
customers when they search on a
Google property

52. GOOGLE SHOPPING ADS
Activation of Google Merchant Center will allow Shopping Ads to show your items to people
searching relevant keywords on Google Networks.

53. FACEBOOK STORE LIST
The store traffic objective allows you to create and deliver localized Facebook ads to people
nearby, and encourage foot traffic to the physical stores. This is used for multiple physical
stores.

54. FACEBOOK CATALOG
COMMERCE MANAGER

55. FACEBOOK CATALOG
Activation of Facebook Catalog will show your items on you Facebook page as Shop as
well as Catalog Ads to show on Facebook and Instagram. This allows for new formats
including dynamic ads and collection ads
FACEBOOK SHOP DYNAMIC ADS COLLECTION ADS

56. WEBSITE ECOMMERCE

57. ENHANCED ECOMMERCE
Besides Website Purchase - Enhanced Ecommerce will be able to track the customer’s basket
order and purchase, which makes revenue and ROI more precise than Average Order
Audience will see the ad while
browsing online
KPI: Reach / Impressions
AD DELIVERY
All ads will lead to the
website landing page
KPI: Clicks / Landing Page View
LANDING PAGE/DRIVE TO STORE
The Thank You page or Order
Confirmation page is tagged and marked
as the indicator for a web purchase
KPI: Conversion / Purchase
THANK YOU PAGE
THANK YOU PAGE
Enhanced Ecommerce will show
exactly WHAT ITEMS were sold and
HOW MUCH SALES was earned per order
BASKET ORDER

58. ENHANCED ECOMMERCE
Enhanced Ecommerce Tracking shows Actual Revenue, ROI, and Shopping Behavior Analysis

59. ENHANCED ECOMMERCE
Enhanced Ecommerce Tracking shows Actual Revenue, ROI, and Shopping Behavior Analysis

60. ADVANCED ANALYTICS
Advanced customer targeting can allow tracking for the following events: Cart Abandonment, Conditional
Page Views, Visitors of the page who never purchase, Smart listing, and many others.

61. ADVANCED TARGETING STRATEGIES
Remarketing and Similar Audience targeting across
platforms: Google Search, Display, and Youtube
Custom Audience Targeting
Reach even more people through remarketing, similar audience and custom audience targeting

62. ADVANCED BIDDING STRATEGIES
Target CPA: (Automated Bidding) Optimized for targeting for conversion
at lowest cost per acquisition
After hitting a certain amount of campaigns and media spend, you can activate
Target Cost Per Acquisition or tCPA.
Compared to the readily available Clicks (CPC), using tCPA is more cost-efficient since it will go after
high-value customers who complete the customer journey and purchase.

63. ADVANCED BIDDING STRATEGIES
Combined Automated and Manual Bid:
Increased bidding on Remarketing, + Affinity and Custom Intent Audiences.
AUTOMATED AND MANUAL BIDDING: Besides the machine automatically bidding, Katapult also
regularly tracks manually to ensure the best possible bid

64. ADVANCED BIDDING STRATEGIES
Seasonality BID Adjustments: Increased bid automatically to compete on
significant events.
SEASONALITY BID ADJUSTMENTS:
Increased bids during special occasions, holidays and other events that could lead to more sales.

65. ROAS OPTIMIZATION: MOVE FROM REACH TO RELEVANCE
Drive up engagement through more relevant messaging and targeting
Retarget high-intent prospects and nudge them to sign-up
Mobile Display
Audio
Remarketing Display Ads
PPM Data Framework
Personalized Display
R
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a
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h
t
o
R
e
l
e
v
a
n
c
e
Social Ads
ENGAGE
Connect with High-Value Audiences across high propensity touchpoints
CONVERT
REACH
Messenger
Premium Local
Publishers
Data Collection and Activation

66. FUTURE PROOFING - DATA STRATEGY FRAMEWORK
ACTIVATION
1. DIGITAL
2. DATA-DRIVEN TARGETING
3. PRECISION
4. ADDRESSABLE
DATA
SOURCE
ONBOARDI
NG
PROCESSIN
G
• Demographic
• Psychographic and Life
Style
• Media Consumption
• Brand Preference
• Purchase & e-commerce
• Keyword Contextual
3RD PARTY
AUDIENCE DATA
STACK
Data Validation & Testing
Data Integrity
Normalizing
Data Engine
HVA/Segment Creation
/Insights
Lookalike
A U D I E N C E
I D E N T I T Y
M AT C H I N G
P L AT F O R M
• CRM & Loyalty
• Sales
• Website & Other owned
channels
• Brand Research / Survey
1ST PARTY
MEASUREMENT
Business Outcomes & Market
Share KPIs

67. NEXT STEPS : DATA-DRIVEN MARKETING
Media
Channel
Optimization
Re-evaluate
Metrics that
Matter
Build the
Ecosystem

68. albet.buddahim@gmail.com