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Lothar Krause
VP Global Advisory Services
The User-Centric Approach to Advertising
Turning Big Data to Smart Data
Programmatic: The User-Centric Channel
Programmatic: The User-Centric Channel
WHOM
do I want to reach?
Programmatic: The User-Centric Channel
WHOM
do I want to reach?
HOW & WHERE
do I reach them?
Programmatic: The User-Centric Channel
WHOM
do I want to reach?
HOW & WHERE
do I reach them?
WHAT
should I show them?
Programmatic: The User-Centric Channel
WHOM
do I want to reach?
HOW & WHERE
do I reach them?
WHAT
should I show them?
HOW
...
Whom do I want to reach?
ACTIVE
DORMANT
NEW
Every User is Different
How & where do I reach them?
Audience Precision
Old Display
Bulk Buying
Real-Time Bidding
Optimal Price Per User
Programmatic Auction Types Across Devices
Open RTB
Any buyer can join auction
No minimum spend
Programmatic Direct
Closed ...
ACTIVE
DORMANT
NEW
PRICING MESSAGING CAMPAIGN SETTINGS
Fine-Tune Your Campaign Strategies
What should I show them?
Personalization Through User-Centric Approach
“An in-store
offer? Nice!”
“These shoes are perfect
for my new dress.”
“I ne...
How can I improve?
Choose the Right Measurements
Evaluation
• Performance KPIs
• Soft KPIs
• Other campaign
objectives
Attribution
• Decide o...
WHOM
do I want to reach?
HOW & WHERE
do I reach them?
WHAT
should I show them?
HOW
can I improve?
Test and Learn: Every Us...
Test and Learn: Every User is Different
Thank You!
Lothar Krause
lothar.krause@sociomantic.com
sociomantic.com /sociomantic @sociomantic
How to ‘decode’ programmatic in order to drive conversions - Lothar Kruise
How to ‘decode’ programmatic in order to drive conversions - Lothar Kruise
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How to ‘decode’ programmatic in order to drive conversions - Lothar Kruise

Lothar Kruise shared his insights with the Conversion Day 2016 audience.

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How to ‘decode’ programmatic in order to drive conversions - Lothar Kruise

  1. 1. Lothar Krause VP Global Advisory Services
  2. 2. The User-Centric Approach to Advertising
  3. 3. Turning Big Data to Smart Data
  4. 4. Programmatic: The User-Centric Channel
  5. 5. Programmatic: The User-Centric Channel WHOM do I want to reach?
  6. 6. Programmatic: The User-Centric Channel WHOM do I want to reach? HOW & WHERE do I reach them?
  7. 7. Programmatic: The User-Centric Channel WHOM do I want to reach? HOW & WHERE do I reach them? WHAT should I show them?
  8. 8. Programmatic: The User-Centric Channel WHOM do I want to reach? HOW & WHERE do I reach them? WHAT should I show them? HOW can I improve?
  9. 9. Whom do I want to reach?
  10. 10. ACTIVE DORMANT NEW Every User is Different
  11. 11. How & where do I reach them?
  12. 12. Audience Precision Old Display Bulk Buying Real-Time Bidding Optimal Price Per User
  13. 13. Programmatic Auction Types Across Devices Open RTB Any buyer can join auction No minimum spend Programmatic Direct Closed auction Often has price floor (minimum bid) Across Devices Reach the user everywhere Message adjusted according to device
  14. 14. ACTIVE DORMANT NEW PRICING MESSAGING CAMPAIGN SETTINGS Fine-Tune Your Campaign Strategies
  15. 15. What should I show them?
  16. 16. Personalization Through User-Centric Approach “An in-store offer? Nice!” “These shoes are perfect for my new dress.” “I need to book my flight to Berlin today!”
  17. 17. How can I improve?
  18. 18. Choose the Right Measurements Evaluation • Performance KPIs • Soft KPIs • Other campaign objectives Attribution • Decide on an independent analytics tool • Focus on the whole customer journey (not just the last-click) • Consider cross-device tracking
  19. 19. WHOM do I want to reach? HOW & WHERE do I reach them? WHAT should I show them? HOW can I improve? Test and Learn: Every User is Different - Optimize campaigns to your KPIs - Upgrade your attribution model - Test and learn - Employ a different approach for new vs. existing customers - Leverage your own data assets for a CRM approach - Static ads for new users - Overlay and dynamic ads for website visitors - Adjust your strategy per device - Adjust messaging and pricing per customer segment - Apply a multi-device strategy and sync all channels
  20. 20. Test and Learn: Every User is Different
  21. 21. Thank You! Lothar Krause lothar.krause@sociomantic.com sociomantic.com /sociomantic @sociomantic

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Lothar Kruise shared his insights with the Conversion Day 2016 audience.

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