NewBase 17 May 2024 Energy News issue - 1725 by Khaled Al Awadi_compresse...
jennifer heim silver star brands
1. Hiring the right talent
Agencies and publishers have long been targeting tech talent in an effort to
stay ahead of the competition. Now that more brands are bringing
programmatic in-house, the need for them to understand exactly what to
look for when building their teams has never been more critical
2. The beginning
1934 + $500 “Johnson” Minneapolis
o Catalog circulation 70m+
o Spend about $360k a week in postage
o Database of over 26m buyers
4. Strategy
Know the destination then
build the methodology
Plan
Map out a clear game plan
and listen to the customer
Results
Remember the desired outcome
and provide actionable results
TEST & LEARN
Use a telescope
Think Big Picture
5. Silver Star Brands History of Display
Big retargeting network
Big search engine & email
Boutique network
Streaming online radio
Big display network
Reach & Impressions
Find customers in inbox
Targeted demo
Reach
Reach & recognition
Bombard w/ads
No transaction data
Little reach
Poor targeting
Black box
Acquisition
Data & modeling
Find scale
Segmentation & scale
Transparency
NETWORK STRENGTH WEAKNESS WHAT TO FIX
6. Measurement
Know the numbers and understand
what they are saying
• Averages vs Distribution
• IROAS
• Online vs Offline
Data
Take advantage in using
everything at your disposal
• 26M customers
• 70M catalogs/yr
• 3rd Party Data Append
• Site Analytics
Recommendations
What will it take to scale the
results
• Roll out potential
• Projected IROAS
• Resource Needs/Plan