Social Breakfast: MERKLE

© 2017 Merkle. All Rights Reserved. Confidential1
Welcome to Social Breakfast
8th May 2018

Agenda
• Who are Merkle?
(Rudy – Merkle MENA MD)(Rudy – Merkle ME MD)
• Understanding People Based Marketing
((Rudy – Merkle MENA MD)( Rudy – Merkle ME MD)
• Who are Merkle Periscopix?
(Vim – Merkle MENA Commercial Director – Performance Marketing) – Merkle Commercial Director)
• How do we see the world of Digital?
(Vim – Merkle MENA Commercial Director – Performance Marketing)Vim – Merkle Commercial Director)
• Programmatic Search
(Vim – Merkle MENA Commercial Director – Performance Marketing)
• Paid Social
(Victor – Merkle MENA Commercial Director – Social Media)
• Paid Search
(Vim – Merkle MENA Commercial Director – Performance Marketing)
• CRO and UX
(Vim – Merkle Commercial Director & Petr – Google Measurement Specialist)
• The Importance of Measurement
(Imad – Google Data & Integration Manager)

We help the best brands in the world create
competitive advantage through people-based marketing.
We believe in marketing to people not proxies.
We believe the future of marketing is personal,
informed by data, powered by technology,
and delivered through creativity.

4,900+
PEOPLE
35
OFFICES
8
COUNTRIES
Merkle Growth
L O N D O N , B R I S T O L ,
E D I N B U R G H , D E R B Y,
M A D R I D, G I J O N ,
B A R C E L O N A , D U B A I ,
R O TT E R D A M ,
A M S T E R D A M , A N D
B R E D A
1 3 0 0 + P E O P L E
S H A N G H A I , P R C
N A N J I N G , P R C
P U N E , I N D I A
5 5 0 + P E O P L E
N E W Y O R K , C H I C A G O ,
L O S A N G E L E S ,
S A N F R A N C I S C O ,
C O L U M B I A ,
& 1 2 A D D I T I O N A L
O F F I C E S
3 , 0 0 0 + P E O P L E

Europe
1,310
PEOPLE
Offices
11
Countries
4
UK
E D I N B U R G H 7 5
L O N D O N / R E M O T E 5 5 5
B R I S T O L 5 0
Netherlands
A M S T E R D A M 7 5
R O T T E R D A M 2 5 0
B R E D A 3 5
Spain
G I J O N 6 0
M A D R I D 4 0
B A R C E L O N A 1 4 0
United Arab Emirates
D U B A I 2 2
UnitedArab Emirates
Merkle EMEA now has over 1,300 people in 4 markets

Client
Management
450+
We are client-centric, organizing our teams to optimize our clients’ business results
Our teams integrate unique skill sets
that allow us to deliver best-in-class
solutions to our clients.
Data &
Analytics
800+
Technology
1400+
Media
700+
User
Experience
400+
Creative
250+
Customer
Strategy
100+

Retail & CPG
High Tech & B2B
Banking & Finance
Insurance & Wealth
Health
Nonprofit
Travel, Media
& Entertainment
Clients

Our deep technical capabilities and partnership allow us to deliver solutions at scale
Quick facts
Key partners
• 400+ world class clients
• We manage over 150 marketing technology platforms
• We manage 3.7 billion first-party customer records
• We manage over $1.5B in global digital media spend
• We have had sustained 25% growth since 1989
• Google - Media Partner, Certified Partner, and Tech Partner
• Google - DoubleClick Certified Marketing and Advanced Analytic Partner
• Facebook - Custom Audience/Preferred Dev Partner
• Baidu - First US Headquartered Partner
• Twitter - Tailored Audience Partner
• Adobe – Global Alliance Solution Partner, 2016 Emerging Partner of the Year,
Americas & EMEA
• Pega – Strategic Consulting Partner, 2017 Excellence in Thought Leadership,
Customer Engagement
• Oracle – Global Gold Partner, Oracle Marketing Cloud, and Oracle Data Cloud
• Salesforce – Global Gold Consulting Partner, Salesforce Marketing Cloud

Excited to be a part of the Dentsu Aegis Network
+
35,000 people in 145 countries

Understanding People-Based Marketing

Merkle is leading the evolution toward true people-based marketing
M A T U R I T Y
VALUE
Engagement & Journey Focused
Omni-Channel
Marketers
• Audience Planning
• Journey Mapping & Personalization
• Cross-Channel Targeting
• Fractional Attribution
Customer & Value Focused
People-based
Marketers
• PII-Driven Audience Strategy
• Segmentation & LTV Modeling
• Lifecycle Strategy
• Portfolio Management
Channel & Campaign Focused
Performance
Marketers
• Search
• Display
• Programmatic
• Mobile
• Social
• Re-targeting

Addressability makes this shift to people-based marketing possible
Person IDName & Address Phone # Email Address Cookie & Device ID
1990 2017
The Rise of People-Based Marketing
The digital audience platform marketplace is now at scale
Addressability at scale is allowing brands
to better connect with individuals to
create competitive advantage by
delivering more targeted, personalized
experiences to consumers.

Allowing us to market to real people - not simply pixels, panels, or proxies
Proxies Real People
vs.
Cookies, device ID, panel info Name, address, email, phone number, person ID
Leveraging what we know about a person to tailor ads and content in order to improve
marketing efficiency, build strong brand connections, and drive business value

Data fuels competitive advantage in the digital economy
1 2 3
Make your
advertising
more
Addressable
Make your
experiences
more
personal
Manage your
customer
relationships
over time
Data gives marketers the power to:
MEDIA
CUSTOMER
EXPERIENCES
CRM

With a full breadth of capabilities to deliver complete solutions
Addressable
Advertising
Loyalty
& CRM
Personal
Experiences
Data & Technology Services
Transformation & Customer Strategy

That’s made
you sad?
Raise your hands if….
Lost business
to a
competitor?
Use Google
to look for
things?
You use the
internet?

Who am I?
Who are
Merkle PX?
How do we
see the world
of Digital?
Programmatic
– Social –
Search –
CRO/UX
The
Importance of
Measurement

Introduction
Audiences InsightBehaviour
Best Practice
Technology
Vimal Badiani
Commercial Director - MENA
- 2009: Joined Periscopix: employee number 15
- 2016: Head of Paid Search – 120 PPC Account
Managers
- Nov 2017: Launched Merkle in Dubai,
Performance Media

Agenda
Who we are
2004
GA360
reseller
Winner of Best
Performance Agency
at Drum Awards 2018
Over 350 staff
in the UK alone
Largest Specialist
Double Click Team in EMEA
Largest & strongest
GA360 specialist in EMEA
2018

91% retention rate
Largest AdWords
qualified team in UK
In Google’s elite pod
of agencies
Brightedge Elite
Partners
Carry out SEO
activity for Google
in the US
Nominated for Best
SEO in the SEL
Awards
Largest UK
DoubleClick Team
First Google
awarded Channel
Partner
Biddable Team of
the Year 2016
Largest GA
consultancy in UK
Largest GA 360 re-
seller in Europe
Premium
Optimizely partner
Creative creation in
HTML5
Feed creation for
dynamic creatives
Troubleshooting
services
Capability across
FB, IG, Twitter,
LinkedIn, Pinterest
& Snapchat
Access to 4C’s data,
as well as Via and
Mastercard
partnerships
PPC SEO Programmatic
Display
Google Analytics Paid Social Creative
Our Capabilities

Straightforward
Openness
Rapid
Evolution
Positive
Disruption
Warmth
and
Passion
Our Values

Revenue & Growth
Innovative Work
Meaningful Relationships
People
Campaign
Performance
Our Priorities

ClientsOur Clients

Award Winning Practice

The World of Digital

Awareness
Consideration
Intent
Verification
Conversion
Contact
Print Radio Outdoor TV
Display
Search
Conversion Rate
Optimisation
Analytics
Attribution
Insight & Action
Customer
Lifecycle
Reaction
ReMarketing
The Digital Environment
Social

Performance Media has evolved; business are looking to realise new
opportunities through expanded service offerings and not only attract new
customers but most importantly, cross-sell existing users additional
products/services through their life-cycle.
With target markets having exceptionally high levels of competition and
subsequent CPCs, efficiency is one of the most important considerations
when looking to make the most of marketing budgets in growing user
acquisition.
Our theory is to work from the bottom of the funnel up: using businesses data
that has been (attained through existing digital activity and first party data) to
inform new campaigns and enhance user targeting.
Incorporating organic search management, increasing paid search resource
and budget, and improving onsite analytics drives media efficiency, provides
customer insight and helps create granular customer audiences.
Our Digital Proposition

MATURITY
STAGE 1
Unknown Keyword
Targeting
STAGE 2
Dimensions
STAGE 3
Similar Audiences
STAGE 4
Remarketing Lists
STAGE 5
Conversion > E-mail Address
CUSTOMER INSIGHT
Characteristics based on location,
device & demographics
Platform modeled audiences based
on backend data
Keyword and products searched
Micro segments based on site
behavior
Custom audiences
based on client’s CRM
Moving from Unknown to Known

LogosPlatforms
Personalised Customer Experience (PCE)
User visits site through
Paid Search Ad
User submits lead form
– providing conversion
data via AdWords and is
added to cookie based
audience list
Customer converts
offline, email address
is passed back into
system via Customer
Match
Customer later comes
to search for Generic
product/service
keyword
Ad is shown to user as
they have existing
relationship with
brand

Programmatic Display

What is Programmatic Advertising?
Programmatic Advertising is the process of using technology and data to improve the automation of
buying and selling of adverts
Desktop Mobile Video Audio Social TV
✓ Reach: Allows us to reach users at scale with contextually relevant and personal messaging
✓ Efficiency: The streamlined approach saves time and money, and allows us to adjust to campaigns as they are live
✓ User-Centric Targeting: We can reach the right user, at the right time, with the right message

Programmatic is for creating and capturing demand
Deliver your message to
users at scale
Engage them with
the brand
Encourage them to
purchase
Enable users to purchase

We pay for impressions, not clicks
CPM
£ per 1,000 impressions
• Programmatic creates demand
• Pay according to the cost of having delivered your message to a user, i.e. an impression

How does Programmatic work?
Traditional advertising meant a set cost
was agreed,
and every user saw the same ad when
they loaded a page
Programmatic creates an auction
environment where advertisers can bid
based on data about that user or webpage

How does Programmatic work?
Programmatic Display allows us to use data
to serve the
RIGHT AD + RIGHT USER + RIGHT TIME
for a more efficient campaign
Traditional advertising meant a set cost
was agreed,
and every user saw the same ad when
they loaded a page
Programmatic creates an auction
environment where advertisers can bid
based on data about that user or webpage

What we do bring to the table…
Planning &
Strategy
Account set up
Running and
Optimising
Testing Reporting
• Audience & platform
planning
• Media plans
• Build & build review • Weekly / monthly
check ins
• Setting up testing
plans
• Targeting/audience/
creative/frequency/
weather
• Client calls
• PCAs
• Monthly / Quarterly
meetings

Programmatic Targeting Methods
Audience Targeting
✓ Users interests
✓ Past online behavior
✓ Users ‘in-market’ for
products
✓ 3rd party audience
buys
✓ Lookalikes
Prospecting: Targeting qualified users who have not been to your site Targeting users who have been to your site
Content Targeting
✓ Category of website
✓ Keywords on site,
e.g. holiday ideas
✓ Custom content
based on URLs
Remarketing
✓ Using 1st party data
e.g. users who have
previously visited the
site
✓ Targeting users based
on their site
interaction
Private Deals
✓ Direct & premium
deals with publishers
✓ Premium inventory
✓ 2nd party audience
buys

To whom the
ads appear
How much the
advertiser pays
per impression
The message
the individual
receives
Where the ads
appear
When the ads
appear
Allowing us to control:

What Do Clients Want to Know?
Who is aware of the brand?
Reach
Impressions
Brand lift
Who knows and how?
Are we impacting sales?
Add to Baskets
Transactions
ROI/ROAS
Who are their key customers?
Who has potential?
Are users engaged?
CTR
VTR
AVOC
Time on Site
Who engages and when?

Case Studies

B&Q : Targeting based on the Weather
Target users based on
location overlaid with our
standard targeting
Use weather forecast
triggers to turn
targeting On/Off
Serve users creatives
showing products relevant
to the weather forecast
e.g. Indoor products if it’s
forecasted to rain

+
Screwfix Case Study: Using signals from Google Analytics
Analysed basket values
of Screwfix shoppers
Used Google Analytics
to distinguish
“High Value”
shoppers
Specifically targeted
these users in DBM
Over 200% increase in
ROAS for this specific
targeting method

Paid Social

92%OF LEADING MARKETERS BELIEVE FIRST-PARTY DATA IS
CRITICAL TO GROWTH eMarketer 2017
85%OF PEOPLE USE OTHER DEVICES
WHILE WATCHING TV eMarketer 2017
CHANGING BEHAVIOR
AUDIENCE CENTRICITY
52%OF CONSUMERS VIEW SOCIAL, TV AND DIGITAL VIDEO
EACH DAY OMD 2017
65%OF ADVERTISERS HAVE IMPROVED BRAND SAFETY
CAPABILITIES IN PAST YEAR Marketing Week 2017
MEDIA CONVERGENCE
NEED FOR TRANSPARENCY
Major trends are disrupting the media industry
163
TRILLION GB WILL BE THE FORECASTED GROWTH OF
GLOBAL DATASPHERE IDC 2017
DATA PROTECTION

Seamless cross-publisher
account management
Improved campaign creation
& optimisation efficiency
Valuable user insights can be fed
into strategies on other channels
Unique & superior
targeting capabilities
A host of advantages over running campaigns natively which have made it invaluable for us and our clients
4C Platform Specialists

Between 1st party data, lookalikes, and 4C audiences, our reliance on the very broad targeting options available natively is
minimal. Instead we focus on accurately targeting the most relevant user’s possible, which yields superior results.
First Party Data Lookalikes 4C Audiences & Affinities
Focus on Data

Full Funnel Campaigns
Social is no longer just brand awareness. We can manage activity throughout the funnel. From big branding pieces through
to re-engaging with users already aware of your brand, our strategies can meet a variety of different KPIs.
Brand Awareness
Consideration
Intent
Retention

4C Synching Capabilities
The platform provides the ability to sync campaign activity to external factors including sports, weather, or TV e.g.
launch social ads when our TV adverts are on for a multi-screen experience

Social Targeting Strategy
Merkle will focus on casting our prospecting net as far as possible within the parameters of a highly targeted audience plan,
following up by re-targeting engaged users to re-trigger their buying intent.
Prospecting Remarketing
Drive quality traffic by targeting users that are in-market or similar
to converting users
Activate Buying Intent
1st Party Audiences
o Low Intent
• All Page Viewers
o Medium Intent
• Product Pages
• Blog Pages
• Events Pages
o High Intent
• Abandoned Form
Targeting Targeting
Interests & Behaviours
o Interests :
• Money savvy
• Tech
• University Groups
o Behaviours
• Occupation
• Social
4C Affinities
o In Market
• Competitors
• Similar Sites
o Affinities
• Unexpected
Traffic Drivers
based on Social
Listening
Hyper-relevant 3rd Party
o Axciom:
• Learner Drivers
• In Market
• Parents
1st Party Lookalikes
o Similar to:
• Previous
Converters
Demographics
- 17-20
- Slight Female skew

Our tools addresses today’s opportunities
DISCOVER
Find your target.
EXECUTE
Activate across channels.
ANALYZE
Measure and optimize results.
Social
TV
Video
Digital
Audiences
Analytics

Find your target
Unprecedented data science and
artificial intelligence
100K
PEOPLE METER
RESPONDENTS
7M
SMART TVs
130M
MENA ADULT PROFILES
1st & 3rd PARTY DATA
CLIENT CRM & DMP
2,100
TV CHANNELS
MONITORED
Audiences
Analytics
2B
SOCIAL
CONSUMERS
Video
Digital
Social
TV

Activate across channels
Private marketplaces for
premium inventory
Analytics
Audiences
Social
Video
TV Digital

Analytics
Measure and optimize results
Open architecture platform
Full transparency across publishers
AI-powered performance optimization
Audiences
Video
Digital
Social
TV

Paid social workflow
ACTIVATION ANALYTICS
CROSS-
CHANNEL
ACTIVATION
CREATIVE HUB
CROSS-SCREEN
SYNC
BRAND
COMPASS
AI BUDGET
OPTIMIZATION
GLOBAL
REPORT
CENTER
AUDIENCE HUB

Paid Social – Emaar VR Park Case Study
We were entitle to launch the new Emaar Entertainment destination, the biggest
and most impressive VR park, only using social media to generate awareness.
The launch consisted in one month and a half and multiple dynamic content to
show the different experiences you could live at VR Park Dubai.
Social media launch
Omni-channel paid social
Budget (AED) Impressions Reach
Total
engagement
Total fans
Engagement
rate
108,189 13,447,717 4,116,681
32.89%1,854,725
22,287
Total Video
Views
1,910,431
Total Page
Posts
117

Paid Search

The Basics
Gourmet
Hamper

Agenda
Capturing demand
not creating it
Users are actively searching
for information

Agenda
Putting our products in front of
people who are asking for them

Who’s Right? When’s Right?
The Right and the Right Now

IntegrationAudiences Automation Attribution
Our Principles of Paid Search

Google
Insights
How can we define our Audiences?
CRM data
GA
remarketing
lists
AdWords
remarketing
lists

We can then use all of this data to create
Personalised bids
Personalised messaging

Bidding on People not Keywords

Case Studies

Year-on-year, revenue from PPC rose by 82% while transactions increased 59%
More info: Think with Google Case Study
Case Study: Roland Mouret – Customer Match

Case Study: Lok N Store – Location Targeting
Self-Storage Client
Only show an ad if you’re within
range of one of their sites, send
straight to most relevant page

Case Study: 77 Diamonds – Demographics
Beautiful, hand-crafted,
bespoke
Price point, speak to an
expert

CRO

Meet The Team

Our Approach

Connecting the dots to….

CRO Process
RESULTS ANALYSIS
5
• Post experiment
analysis and learnings
• Communicating
learnings to wider
teams
IMPLEMENTATION
4
• Experiment
development
• QA
IDEATION
3
• Hypothesis creation
• Experiment
prioritisation
• Roadmap
IDENTIFY INSIGHTS
2
• Quantitative analysis
• Qualitative analysis
• Usability Review
• Audience profiling
• Competitor Analysis
DEFINE BUSINESS
GOALS
1
• Kick off
• Goal Mapping &
Prioritisation

Our Value Add
1. DATA DRIVEN STRATEGY
2. ADVANCED ANALYTICS
3. USER EXPERIENCE
4. REPORTING

Usability Review Benchmark
At the start of our CRO engagement we
would carry out a comprehensive Usability
Review. This would be based on our in-house
checklist of 70 usability guidelines to provide
an overall grade for how usable the website
is.

Usability Review Benchmarking
0
20
40
60
80
100
Start page
Features &
functionality
Navigation
Search
Control &
Feedback
Forms
Errors
Content & Text
Help
Performance
Usability Review Benchmark
Start Page 58%
Features & Functionality 53%
Navigation 60%
Search 75%
Control & Feedback 66%
Forms 52%
Errors 59%
Content & Text 68%
Help 66%
Performance 74%
64%Overall

CRO Dashboard
4.9% 6.1% 25%

Case Studies

Housekeep - Dynamic Landing Pages: Relevance Made Easy
Housekeep are an online platform that allows users to find local house cleaners. However, when people are searching for cleaners
there is always one key thing on their mind and that’s location: “does this cleaning service cover the area that I live in?”
however, they are all taken to a generic landing page.
London
Leeds
Users searching for local cleaners… are served localised AdWords ads…

Housekeep - Dynamic Landing Pages: Relevance Made Easy
London
Leeds
+9.2%
Increase in
desktop
conversions
+25.2%
Increase in
mobile
conversions
Read blog post

Sigma Sport – Personalising experiences based on brand affinity
Sigma Sport is an online bike and triathlon retailer selling over 30 brands onsite.
Insights from GA + CRM data told us that users had a brand affinity to certain brands.
Assos Brand
Castelli Brand
Specialized Brand
However, all users were served the same generic experience on the homepage

Sigma Sport – Personalising experiences based on brand affinity
+32%
increase in
conversion rate
+28%
increase in
revenue
Assos Brand
Castelli Brand
Specialized Brand

Measurement

Google Confidential & Proprietary
Cross-engine search management and bid optimisation
Website centric measurement & insights gathering tool
Core ad serving, reporting, attribution, and verification tool
Rich media and dynamic ad production tool
Programmatic cross-screen buying for display and video
DoubleClick is a technology stack made up of 5 key products
for marketers

Combined, they make up a unified stack that ensures you have a
comprehensive & transparent measurement infrastructure
Marketer Publishe
r
Ad
Server
Creative DSP Ad Exchange SSP
Ad
Server
Search
CRMAds Data Hub

1) Aggregate
Ingest and normalize
your data in a single
platform
2) Analyze
Analyze your data in
order to surface powerful
insights
3) Activate
Activate insights and
audiences across your
media buying

Customer centricity
reveals how to increase
profits from your best
customers, find more like
them, and avoid over-
investing in the rest
Jim Sterne, Founder, Chairman,
Web Analytics Association
PARETO PRINCIPLE
$
20%
80%
20%
80%

In this ecommerce
business example, top
20% of their customers
generate roughly 70% of
their total revenue
Top 20% of Buyers
Top 10% of Buyers
70%
50%
20%
TotalRevenue
All Buyers
100%
0%
0% 10% 20% 30% 40% 50%
PARETO PRINCIPLE
IN PRACTICE

Lifetime Value
The Path to
Lifetime Value
Based
Targeting and
Bidding
Identify
Find your
most
valuable
customers
Personalize
Create content for
your customers
based on their LTV
- focused on
retention, upselling
and cross-selling
Bid
Customize
bidding based
on the LTV of
your customers
Acquire
Locate high value
prospects (new
customers) that
would convert as
easily
MOVING TO CUSTOMER VALUE WITH GOOGLE
SOLUTIONS

Takeaway: Running an effective marketing program requires a
sound infrastructure and high-fidelity data.
● Collect & consolidate your data
sources centrally
● Leverage data to fine tune
your targeting
● Reach users with messages
that will resonate
● Build loyalty
● Tailor your offering
● Understand how audiences
are responding to your
offering
● Discover untapped segments
for your brand
● Accurately measure the
lifetime value of your
customer segments
● Optimize accordingly
● Inform your marketing strategy
Driving Profitability and LTV
Enhancing Precision Deriving Insights Activation
● Focus on the audiences that
matter
● Reduce waste by excluding
current customers
● Align your online marketing
activities to your business
objectives

Social Breakfast: MERKLE

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