Amy Hu

1. Driving Traffic and Closing
Traffic:
Using data, digital media and
personalized experiences to
convert traffic
Amy Hu, H&R Block

2. The new multi-screen world is changing consumer
behavior and media habits
Source: The New Multiscreen World Study - Google Reports

3. The number of media choices in the last 5 years exceed choices of the
previous 30 years.

4. The consumer purchase
journey is more
complicated and will have
multiple touches of
multi-screen media.
Media plans now call for a
full spectrum of media to
encourage conversion.
Product
Strategy
Devices
Content
Data
Advertising
Technology

5. Brands must further diversify their channel mix to achieve the
same amount of TV reach they had 20 years ago

6. Source : Econsultancy and Google, Marketing and Measurement Survey, 2017

7. Personalization through Technology
Build and activate a technology stack
(Mar Tech and Ad Tech) that allows you to
identify, target clients and prospects online.
Deliver and customize online creative based
on identity, regardless of device.
Personalize hrblock.com based on identity.
Connecting the Dots

8. Seamless and Personalized Customer Journey: TIP TO TAIL

9. VOICE SEARCH: Alexa, Siri and Google
• Over 50% off all Google searches are
voice searches..
Cross Device Identification: Recognize
and connect YOU across all your
devices.
• Identify who you are across multiple
devices; desktop, mobile, tablet and TV.
Addressable/Connected (Programmatic) TV
• Your SMART TV, Roku device, Samsung TV, History Channel App will start to sell you
advertising. The ability to target an individual will become more sophisticated as cross
device tracking becomes more accurate.
Personalized Ad and Site Experiences
• Seamless conversation across multiple channels.
• Sequential creative that moves you down the conversion funnel.
• The ability to instantly personalize based on audience and interest.
The NEW Interconnected Journey

10. First, second, third party
onboarding
DMP
Paid Search
Organic Search
Identity
Channel
Platforms
Audience
management and
media activation
On-site
Personalization
On-site
Analytics
Providers:
LiveRamp
Datalogix
BlueKai
TapAd
Drawbridge
X-device solutions
Providers:
Doubleclick
Marin
Kenshoo
Brightedge
DSP
Providers:
Adobe
Krux (Salesforce)
BlueKai (Oracle)
Tradedesk
DataXu
Rocketfuel
Web Analytics
Providers:
Adobe Analytics
Google Analytics
CMS
A/B Testing
Providers:
Adobe Test and Target
Optimizely
Adobe Experience Manager
Technology Stack

11. The “right creative at the right time to the right person”
AND personalized site side experience = conversion lift
Linear TV Rich Media
Display
Premium Video
Prospecting
Branded Search
Mobile Cross-Device
Targeting
AwareUn-Aware
AwareUn-Aware

12. The changing environment has forced brands to be present throughout all parts of the
consumer journey from exposure and engagement through to driving intent and conversion
Specialized Media &
Measurement
Specialized Media &
Measurement
Specialized Media &
Measurement
Upper Funnel Mid Funnel Lower Funnel
End to end Media Partners and Tactics
End to End Data and Technology
End to End Analytics (Measurement, Reporting)
Display
Display
Display
Social
Social
Video Video
Linear TV
Mobile
Mobile
Mobile
Addressable TV
Multi-touch Approach Was Needed to Succeed

13. Using DMP audience ID(s) and personalizing the
web experience resulted in 5% incremental
revenue

14. When We Optimize & Personalize, We Get Results
Integrate the offsite and onsite customer data to create customized client journeys and experiences.
DMP data
Onsite Client Profiles
Winning Experiences
+10% Incremental
Revenue

15. Questions?