1. Driving Digital Performance:
Data—The Fuel Injection!

2. Speakers
Fran Green President, ALC 3D Data Solutions
Charlie Swift VP, Strategy & Marketing Operations, Hearst
Frost Prolieau CEO, Simpli.fi
Bryan MacDonald COO, Footprint D3

3. It’s Not the Amount of Data
You Have that’s Important.
It’s How You Use It.
“I am certain that the battle of the next
generation of businesses will be made up of
who has more data and who knows how to
use it better than anyone else.”
Scott Thompson, former CEO of Yahoo

4. Digital Marketers Need the Same
Data that Offline Marketers Use

5. Digital Audience Data is 2-Dimensional
Keeping You in the Dark
• Online Behaviors
• Demographics

6. The Problem with Digital Audience Data
Online behavior is an inaccurate
predictor of who someone is.
I just
designed
the perfect
Ferrari!

7. Demographics identify clusters, not individuals.
The Problem with Digital Audience Data

8. Multi-Dimensional Offline Data
Brings Your Digital Audience Into Focus
• Transactions
• Online & Offline
Behavior
• Attitudes
• Sociographics
• Psychographics
• Demographics

9. Data Driven Digital
Offline Data Boosts Performance!

10. Question #1
As more and more direct and performance
marketers enter the digital space,
measurement and ROI will play an
increasingly important role than in brand
or mass marketing efforts.
How does this shift in delivering
measurable results impact the evaluation
of the data that is being employed?

11. Question #2
Scale and sizable, yet viable
audience segments are critical
to digital success.
How can marketers utilize both
online and offline data to achieve
both scale and targeting?

12. Question #3
Where offline data gives us a view into
past behaviors and attributes, online
information provides a glimpse into intent,
or what may happen in the near future.
What are some of the strategies
marketers are using to integrate
both types of data to drive performance?

13. Using Offline Donor Data to Drive
New Donations
Bryan MacDonald
COO
FootprintD3

14. Challenge:
Winback Lapsed & Marginal Donors
• International Relief
Charity seeks to
increase year-end
donations from
lapsed and
marginal donors

15. Solution:
Multichannel Campaign – Coordinated Digital Ads
and Direct Mail to Same Audience
Lapsed/Marginal
Donor Database
The same audience
selected for mail is
also matched
digitally.

16. Multichannel Measurement:
A/B Testing
Group A
Group B
DM only
Multi Channel
Holistic Results
Group A
Total Donations
Total Costs
Cost per Donation
Group B
Total Donations
Total Costs
Cost per Donation
Vs.

17. Expectations:
Historical efforts utilizing Direct Mail and
Digital Advertising to the same audience have
produced the following:
• 15%+ lift in conversions
• 2:1 – 5:1 Return on Ad Spend
Increased “Giving Tuesday” donations due
to digital presence and targeted creative.

18. Using Offline Data to Drive
Quality Site Traffic & Conversions
Frost Prioleau
CEO
Simpli.fi

19. Challenge:
Qualifying Affluent Audiences
• Luxury resort and spa
seeking qualified bookings
and leads
• Targeting segments with
HHI of over $200K with
travel, luxury intent
• CPA goal of $100

20. Solution:
Filter Search With Offline Data
Users search on
related keywords
User is
qualified based
on attributes
from offline
data
Qualified user are
served client ad
Qualified users visit
client site and
convert

21. Solution:
Extend Reach with Retargeting & FBX
Users visits client
site but doesn’t
convert
User is served
client ad while
they continue
to search and
browse
User is served
client ad while
they use
Facebook
User visits site
again and
converts

22. Results:
Cost-Effective, Qualified Acquisitions
• Exceeded CPA goal: $32.30 vs. $100 goal
• Other metrics: $1.17 CPM, 0.05% CTR, $2.34 CPC
• Delivered qualified site traffic
• 6.2% of clicks converted
• Leads delivered were pre-qualified to HHI
• Provided strong branding for property
• 6 million income-qualified impressions delivered
• Visibility on Facebook through FBX

23. Data Driving the
Integrated Ad Evolution
Charlie Swift
VP Strategy & Marketing
Operations,
Hearst

24. Meet Joe
Our Target Consumer

25. Old World :
Channels acted alone targeting Joe
Magazine Brand
Media Channels
Magazine
Postal
eMail
Website
Each channel…
… Served different
parts of the
marketing funnel
… Was accountable
to different
metrics of success

26. New Offline Data Capabilities
Started Our Evolution
Media Channels
- Magazine
- Postal
- eMail
- Website
DB able to link offline data
• With 3rd Party Demo Data
• With Client Data
Example programs
• Customized Ad Segments
• In Book Ad Measurement
Email and Website still
acted independently

27. Evolution Continues…
Media Channels
- Magazine
- Postal
- eMail
- Website
- Hearst Network
- Retargeting
Linking and extending
• eMail Linked to Postal
• Extended Customer Reach
• Low Cost Acquisition/
Communication
• Build Behavioral View
> at Cookie level
> Not just session based
• Extended Digital Reach
> Linking Hearst sites
> Retargeting Digital Cookies
Offline
Online

28. Evolution Continues…
Media Channels
- Magazine
- Postal
- eMail
- Website
- Hearst Network
- Retargeting
DataOnboarding
Connecting Worlds
• Connected offline and
online personas
• Full and more accurate
Demo & Behavioral view
• Can now reach the Same
Person and “Look-a-Likes”
between channels
• Match 360
Offline
Online

29. New World: Targeting Joe

30. Hearst’s New World Reach
30
... and on any ad network we can see
Magazine
Postal Email
Websites
Hearst Sister
Networks

31. Closing Remarks
Audience Q&A