In a data-fueled world, why and how can advertisers use data to fuel their online paid campaigns. Mel's presentation will showcase some tactics to leverage data for stronger campaign impact, as consumers move across offline to the online space and visa versa.

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The Power Of Offline Data, Online.

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Learner Outcomes.
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Using data online
Some tactics we have used
Why is data so important and what data should we be collecting?
Key takeaway
@mel_hyde – Associate Director of Paid Media
at Edit, formally Branded3

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Why IS data so important?
Data is the source in which we as marketers should
base all of our strategic decisions

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87% of marketers say that
data is “their most
underused asset”.

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Why should we care about
data?
Avoid reaching the wrong people at the wrong time

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Why should we care about
data?
Reach the right person/people at the RIGHT time

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Where to start
• Customer order details
• Revenue and margin by product type
• Product/Lead information
• Footfall insights
& ensure your data is as accurate and
as up to date as possible
U N D E R S T A N D W H A T O F F L I N E D A T A Y O U H A V E

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The how you want to use it
• Optimisation of online strategy to
store revenue
• Optimise key activity focuses in on
true business margin and ROAS
• Local Inventory Ads
• Language and product context of
content on site
U S I N G O F F L I N E D A T A F O R O N L I N E S U C C E S S

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The benefits of using a data first approach
• Understand the true value of
your marketing
• Individualised approach to the
customer
• Responsive to what is actual,
rather than presumptive
• View on the whole business
• Increase your marketing
effectiveness

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On e c o n sumer. On e c o n v ersatio n . On e ag en c y .
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Tactics we have used.
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Within Paid Media

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Finding customer data
Z i z z i w an te d to l e v e rag e S o c i al W ifi d ata fro m th eir restauran ts

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Understand the make up of that data
W e used v ario us w ay s to un d erstan d th eir c usto mer pro files
Facebook Own Profiling
from list upload
Media Partner Profiling CRM Profiling

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Test and don’t make assumptions
Strategy Key Points
Understand CRM logic and
profiles from multiple sources
• Understand profiling based on specific customer segments as
part of current base
• From existing base profile on Facebook based on interests
• Profiling from existing base to create ‘word cloud’
understanding
CRM based strategy This is what we used to as our test audience
Cookie based strategy
This became the control against test audiences from CRM
profiling

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Use those profiles to setup targeting

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Lookalikes off of
converters
Test vs Control using
Facebook own
algorithm
Test creative against
each audience
Build out campaign from there

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142% over sales target
59% under CPA target
8,572
Total in
Restaurant
Redemptions
65%
Of total
redeemers
were new
cust
16.9
Total ROAS –
against ad
spend
What was the impact?

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• Geo-weight
• Geo tailored ads by film,
brand and generics
• Tailored creative on real-time
ticket price
Setup your campaigns for success

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Audience segmentation
Use audience product grouping to maximise the
efficiency of non-brand search or social

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Audience segmentation
Use audience product grouping to maximise the
efficiency of non-brand search or social
• Collect list of audiences
dependent on film type
• Push bids and tailor ads to
the same audience which
matched new film titles
matches genre
• Drove down cost of high
CPA Generics film terms

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POS tracking
Use POS sale data to inform online lead/sale quality

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Key take outs
What can you do right now?
v Understand what data on your customers you have
v Understand the make up/profiles of that data
v Tailor ads and test
v Test those audiences and add in new ones
v Monitor impact post campaign

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Be creative and think
outside of the box!

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On e c o n sumer. On e c o n v ersatio n . On e ag en c y .
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Questions?
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Thank you.
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