Presentation given by Dan Slagen, SVP of Marketing for Nanigans at the Masterclass Conference in January 2014. The conference featured speakers from Google, Facebook, LinkedIn, Twitter and more!
1. after hyper growth from !
35 to 100 people across 4 offices !
Predictive Lifetime Value for
in just over a year…!
Performance Marketing at Scale
Masterclass Tour Dublin 2014
Predictive Lifetime Value
11. Review of yesterday
• Think about lead gen
• Paid products on the rise
• 230M users
• 24M users in UK, 20M on mobile
• 6M users in Netherlands, 4.8 on mobile
• Ad accuracy norm is 27%, 91% on FB
• 33% of people find product via social, 50% from search
• 300M on G+, 540M on Google products
• 2.4B global internet users
• 5x more expensive to acquire customers than retain
• 23% of Euro marketers sole focus is targeting the right audience
Predictive Lifetime Value
25. 2013 retail benchmark report.
Highlights:
- 2.5X Increase in CTR
- 36% Increase in ROI
- 45% increase in CPMs
- 3x more tracking mobile revenue
- 57% of desktop is News Feed
Predictive Lifetime Value
26. Brand case study
• 10X greater purchase rates
• 2X greater LTV vs. any other channel
• 50% greater LTV using lookalikes
• 12M members from FB
“We’re gaining higher LTV via FB than we are from anywhere else. Right now, FB is
our most effective marketing channel.” – Tom Beverly, Fab VP Marketing
“I won’t make a move on FB unless I speak with Nanigans. I consider them an
extension of my engineering team.” – Blake Chandlee, Facebook VP
Predictive Lifetime Value
44. Unprecedented targeting
Demographics
Affinities
Social
•
•
•
•
• Likes
• Interests
• Conversations
• Relationship status
• Education level,
college, major
• Employer, position
Device
Behavior
CRM
• Type
• OS version
• Wi-fi connectivity
• Actions taken with
sites and apps
• Offline purchase
behavior
• CRM…
Age
Gender
Language
Location
Predictive Lifetime Value
49. Early ROI signals via maturity curves
250%
200%
ROI
150%
100%
50%
0%
0
10
20
30
40
50
60
70
80
90
Hours from Click
Predictive Lifetime Value
50. Expand to lookalikes via affinity
modeling
High affinity with
core customers
Low affinity with
core customers
Expand into the
highest quality
segments
Predictive Lifetime Value
52. Track cohorts – identify opportunity
Time Period
ROI Increase
Black Friday vs. prior Friday
+ 36%
London vs. Paris
+ 24%
35-44 age demo vs. 45-54
+ 9%
Cyber Monday vs. prior Monday
+ 54%
Re-targeting implementation
+ 28%
Predictive Lifetime Value
53. Go big – Scale with confidence
Predictive Lifetime Value
55. Automation – RTB, programmatically
bid, enhance and refresh
Save time with
automated
targeting, creative
testing, and
conversion-based
algorithms
Predictive Lifetime Value
56. That’s all there is to it…
Closing points
Predictive Lifetime Value
57. State of digital advertising
• Digital 25% of marketing
• Paid search 24%; at point of diminishing return
• Display represents 41%
•
290B impressions on thousands of sites; 54% not visible
• Social less than 15%
• Mobile less than 15%
Predictive Lifetime Value
65. slagen@nanigans.com
Additional case studies on nanigans.com
• Interest targeting scales delivery 3000%
• Pixeling reduces cost per purchase by 8x
• 4x ROI with dynamic creative
• 197% higher ROI w/FBX News Feed
• 89% sales increase using FBX
• 55% sales increase with photo posts
• 12x member acquisition
• 235k fans in 3 days
• 136% ROI increase in 4 days
Predictive Lifetime Value
Hinweis der Redaktion
Example – sporting goods retailerHigh affinity: males, age 30, interested in PatsLow affinity: females, age 18 interested in Beyonce
Support for all Facebook ad types, including: unpublished photo/link page post adsdomain adsmobile app install ads