Postup

1. UNLOCKING FIRST PARTY DATA
RIGHT UNDER YOUR NOSE.
Your Partner in what’s next for Publishing and Media

2. CENTRALIZED ACTIONABLE DATABASE
2
CUSTOMER DATA PLATFORM

3. Customer Data Platforms
• CDPs unify disparate data sets and allow centralized:
1. Segmenting audience by behavior; email and ad trafficking
2. Website personalization for engagement; content and offers
3. Email capture; targeted calls to action
4. Optimization of paid traffic acquisition; Facebook, DFP, etc.
• Downside: yet another vendor, overlaps existing tech
3
CDPs are user record-focused Data Management Platforms

4. Google Analytics Segments
4
Largely unknown but extremely powerful segmentation capabilities

5. Demographics
5
Data from the Google Advertising Network

6. Technology
6
Device characteristics, mobile, tablet, desktop

7. Engagement
7
Recency and frequency

8. Acquisition Sources
8
General channels, specific campaigns, etc

9. General Conditions
9
Example is simple content category, but extremely powerful with regexp and/or custom dimensions

10. Sequences
10
Very powerful for targeting in a conversion funnel, segmenting by specific behavioral sequence

11. Establishing and Enriching Your Known Audience
• Your analytics platform already has masses of 1st party data
• The key is making it actionable, by linking to an identity
11
Link your existing web audience data to a specific email address and make it actionable
Email clicks carry
identity token
Identity (re-)
established on
your site
Identity +
consumption +
custom data
Past and future
1st party data tied
to identity
Actionable data
propagated to
PostUp ESP
Email sent
Emails + enriched
targetable data

12. Email Address as User Identity
12
Email is the identity that people carry from device to device forever: email click is a website “sign in”
User Profile A
Work Phone Home
User Profile B
@
New Phone
Improves Google Analytics data: unify users by real identity

13. User Reconciliation
13
Bad news: your audience is smaller than you think
2.4
Average number of Google Users mapped to a single email identity
(Multiple devices, browsers, private browsing)

14. PostUp ESP
PostUp CDP-Lite solves for all CDP use cases
• PostUp interoperates with existing tech and databases
• Define segments in GA, target them on-site, email, and more
14
PostUp delivers CDP-level capabilities, without adding another platform, replacing only your ESP
PostUp.JS
User Local DB
Segment
Definition &
Analysis
Trafficking to
Segments on
Entire
Google
Network
Custom
Audiences
site.com

15. Category Consumption = Targetable Segment
15
PostUp maps Google Analytics segments into actionable fields
Sports
Travel
Health
Audience Category Consumption Segments Actionable & Targetable Interest Meter
Email Sports Travel Health
joe@gmail Y Y N
jill@yahoo N Y Y
…

16. Use-Case: Personalized Breaking News
16
Operationally efficient breaking news that also maximizes engagement
• Most breaking news is manual and “one size fits all”
• PostUp supports automated and personalized triggers
Article published
tagged “breaking”
PostUp pulls new
articles every
minute
Send email or push
notification
Identify relevant
engaged segment
by content type
Sports Highly Engaged
Throttle to
daily limit per
user (2-5)

17. Case Study: Publisher Email Audience Enrichment
17
Enabling the sale of high value targeted ad campaigns, creation of new high value products
• 1.5MM email audience, 12MM monthly visits
• Historically has sold “run of site” ad campaigns, e.g. Sherwyn Williams
• Had demand for promotional email from Realtor Group
• But the 1.5MM list is too broad to sell in entirety
• Identified 64K active emails that had consumed Real Estate
• Content consumption a strong indicator of “consumer interest”
• Sold a targeted campaign to 64K at very high CPM
• Also created a email product, auto-enrolled audience, 35% open rate

18. Email Revenue Funnel
18
This funnel is the strategic framework for publisher revenue attributable to email
Program KPIs
Monetization
1st Party Data

19. PRODUCT PERSONALIZATION
19
EMAIL PROGRAM DESIGN

20. Progressive Capture
20
Maximize top of funnel contact capture then try to flesh out the user record
Anonymous → Known User → Personalized Newsletter
Technique Requires PostUp ESP Platform
Email
Database
and/or CDP
Step 2Capture
Step 2 data capture will resume where the
user left of, even when on a different device!

21. Geo-Targeting Capture
21
Univision and Inc. use real-time geo-targeting data to personalize forms
60% improvement in
CR with
personalization

22. Ad Blockers and Private Browsing
22
Detection and email opportunities

23. Newsletter Product Personalization
23
Optimized Call to Action based on content type and consumption history
Generic Newsletter
Category Specific Newsletters
Avg. 200% increase in
conversion when
personalized.
Automated “upsell” to
additional subscriptions.

24. Email Program Design
• Personalized offer of best newsletter product to
maximize new subscriber relationships, then
cross-promote into more products.
24
Build around content categories to maximize engaged email volume
Promotional List

25. Cross Promote to Drive Subscriptions
• Subscribers up-converted to more subscriptions.
• “Power readers” self-select into receiving more email.
25
Samples of best content from other categories within the emails they already receive
Instant
subscribe
from email
To: countrycurious@gmail.com
Email known:
Instant
subscribe from
site

26. BUILT SPECIFICALLY FOR PUBLISHERS
26
EMAIL AND AUDIENCE DEVELOPMENT

27. Designed Specifically for Publishing & Media
27
A unique platform paired with an expert strategic services team that understands your business
CONTENT DISTRIBUTION PLATFORM
 Turnkey CMS Integration
 Optimized Editor Workflows
 Automatic Personalization
 Browser & Mobile Push
Efficiency and Flexibility at Scale
AUDIENCE DEVELOPMENT
 Turnkey Ad Revenue
 List as Ad Inventory
 DFP Integrated
 Lifecycle Campaigns
 Email Capture
 Subscription Paywalls
 First Party Data
 CDP-Lite
PARTNERS SERVICES AND
STRATEGY TEAMS
Deliverability
Campaign
Creative
Integration
Analytics
Audience Dev.
Business Outcomes
REVENUE
TURNKEY INTEGRATIONSBAKED IN
INTEGRATED

28. 165 Clients
515 Client Brands
700MM Email Addresses
250B Emails Delivered
Your partner in what’s next for publishing and media.
For more information: Tony D’Anna | CEO | tdanna@postup.com