Lado Lebanidze of Google will highlight the technological and marketing challenges of advertising buying when complex customer data is involved, and offer his vision of the latest and future trends in this field.

1. Buying online performance
advertisement in
a customer centric way
EDAYS INTERNATIONAL E-COMMERCE CONFERENCE
MOSCOW, JUNE 4-5, 2015

2. Another Buzzword:
Customer Centricity
EDAYS INTERNATIONAL E-COMMERCE CONFERENCE – MOSCOW, JUNE 4-5, 2015 2
“Customer Centricity reveals how to
increase profits from your best
customers, find more like them, and
avoid over-investing in the rest.”
—Jim Sterne, Founder, Chairman,
Web Analytics Association

3. Customer centricity in online
advertisement
EDAYS INTERNATIONAL E-COMMERCE CONFERENCE – MOSCOW, JUNE 4-5, 2015 3
Segmenting advertising audiences by Expected Value
improves the efficiency of marketing spend
Ad budget $10
$2 $3 $5
Revenue

4. How to segment by expected revenue
EDAYS INTERNATIONAL E-COMMERCE CONFERENCE – MOSCOW, JUNE 4-5, 2015 4
Behavioral Signals, such as site visiting, product
selection and purchase history demonstrated by users
are best available predictors of their Expected Value

5. Where to get the behavioral data from
EDAYS INTERNATIONAL E-COMMERCE CONFERENCE – MOSCOW, JUNE 4-5, 2015 5
External sources, such as Google Analytics, will
provide some data but ultimately – setting up
segmentation in the internal CRM system will give a
wholesome picture

6. How to use segmentation for online bidding
EDAYS INTERNATIONAL E-COMMERCE CONFERENCE – MOSCOW, JUNE 4-5, 2015 6
Integrate your CRM-based segmentation with your
online ad bidding systems to maximizing efficiency
Google Analytics
Google AdWords
CRM
database
dataLayer
on site
Bids by
segments
GDN / RLSA
Tag user cookies
with segment codes
Calculate bid multipliers
by segments
Create Segmented
AdWords / GA Cookie
Audiences
Match bids with
audiences by
segment

7. Thank you and let’s keep in touch!
Lado Lebanidze
Sr. Analytical Lead
lebani@google.com
EDAYS INTERNATIONAL E-COMMERCE CONFERENCE – MOSCOW, JUNE 4-5, 2015 7