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Corey Padveen - Personalization Through Data: Getting the Perfect Message to the Right Audience

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Corey Padveen - Personalization Through Data: Getting the Perfect Message to the Right Audience

  1. 1. Personalization Through Data Getting the Perfect to the Right Audience
  2. 2. 2multifamily-social-media.com @coreypadveen @t2marketing
  3. 3. @coreypadveen @t2marketing 3multifamily-social-media.com
  4. 4. 4multifamily-social-media.com @coreypadveen @t2marketing
  5. 5. 5 @coreypadveen @t2marketing multifamily-social-media.com
  6. 6. 6 @coreypadveen @t2marketing multifamily-social-media.com Why are we here?
  7. 7. 61% 40% 19% Custom content means closer connections. Personalized cross- platforms experiences mean greater loyalty. Data implementation and UX improvements lead to higher sales. Why does personalization matter? 7 @coreypadveen @t2marketing multifamily-social-media.com 2015 data sourced from Captora, Janrain and Monetate.
  8. 8. 40% 39% 38% Can’t access data fast enough. Can’t find the data they need. Can’t trust the data they collect. So, why is it so tough? 8 @coreypadveen @t2marketing multifamily-social-media.com 2015 data sourced from eConsultancy.
  9. 9. Data Sources
  10. 10. Data Sources 10 @coreypadveen @t2marketing Owned Social Data multifamily-social-media.com
  11. 11. multifamily-social-media.com 11 @coreypadveen @t2marketing
  12. 12. Data Sources 12 @coreypadveen @t2marketing Owned Social Data Web Data multifamily-social-media.com
  13. 13. multifamily-social-media.com 13 @coreypadveen @t2marketing
  14. 14. Data Sources 14 @coreypadveen @t2marketing Owned Social Data Web Data CRM Data multifamily-social-media.com
  15. 15. 15 @coreypadveen @t2marketing multifamily-social-media.com
  16. 16. 16 @coreypadveen @t2marketing multifamily-social-media.com
  17. 17. Data Sources 17 @coreypadveen @t2marketing Owned Social Data Web Data CRM Data Industry Data multifamily-social-media.com
  18. 18. 18multifamily-social-media.com
  19. 19. Building Your Target Audience
  20. 20. 20 Every audience is created differently. @coreypadveen @t2marketing multifamily-social-media.com
  21. 21. 21 @coreypadveen @t2marketing multifamily-social-media.com
  22. 22. 22 How do you go about doing this? @coreypadveen @t2marketing multifamily-social-media.com
  23. 23. 23 Segment initially by a single, global criteria. @coreypadveen @t2marketing multifamily-social-media.com
  24. 24. 24 Drill down into tastes and preferences. @coreypadveen @t2marketing multifamily-social-media.com
  25. 25. 25 Analyze matching on-site behaviors. @coreypadveen @t2marketing multifamily-social-media.com
  26. 26. 26 Identify high-value correlations in content. @coreypadveen @t2marketing multifamily-social-media.com
  27. 27. 27 Create hypertargeted content strategies. @coreypadveen @t2marketing multifamily-social-media.com
  28. 28. 28 @coreypadveen @t2marketing multifamily-social-media.com
  29. 29. 29 @coreypadveen @t2marketing multifamily-social-media.com The (Not So) Little Door Company That Could
  30. 30. 30 Maximize the returns from social ad spends. @coreypadveen @t2marketing multifamily-social-media.com The Problem
  31. 31. 31 Identify audience pockets best suited for engagement. @coreypadveen @t2marketing multifamily-social-media.com The Solution
  32. 32. 32 Analyze social behaviors and match to site activity. @coreypadveen @t2marketing multifamily-social-media.com The Process
  33. 33. 33 852% rise in traffic. 400% rise in CTR. 240% rise in VPD. @coreypadveen @t2marketing multifamily-social-media.com The Results
  34. 34. Building Effective Ad Campaigns
  35. 35. 35 Modern advertising is not a one size fits all model. @coreypadveen @t2marketing multifamily-social-media.com
  36. 36. 36 Each campaign must be designed to fit the audience it is intended for. @coreypadveen @t2marketing multifamily-social-media.com
  37. 37. 37 What is the process involved in constructing these campaigns? @coreypadveen @t2marketing multifamily-social-media.com
  38. 38. 38 Select the audience you’d like to reach. @coreypadveen @t2marketing multifamily-social-media.com
  39. 39. 39 Craft content tailored to its members’ tastes. @coreypadveen @t2marketing multifamily-social-media.com
  40. 40. 40 Separate placements and content. @coreypadveen @t2marketing multifamily-social-media.com
  41. 41. 41 Set budgetary rules and manual bids. @coreypadveen @t2marketing multifamily-social-media.com
  42. 42. 42 Repeat for all viable audience pockets. @coreypadveen @t2marketing multifamily-social-media.com
  43. 43. 43 @coreypadveen @t2marketing multifamily-social-media.com
  44. 44. 44 @coreypadveen @t2marketing multifamily-social-media.com Getting New Fans to the Races
  45. 45. 45 Find a way to get more women interested in horse racing. @coreypadveen @t2marketing multifamily-social-media.com The Problem
  46. 46. 46 Based on identified interests, launch an educational event. @coreypadveen @t2marketing multifamily-social-media.com The Solution
  47. 47. 47 Reach a series of select audiences with hypertargeted content. @coreypadveen @t2marketing multifamily-social-media.com The Process
  48. 48. 48 98% of campaign traffic. 200% rise in attendance. 145X ROI. @coreypadveen @t2marketing multifamily-social-media.com The Results
  49. 49. Stay in Touch 49 bit.ly/t2OnYouTube bit.ly/CoreyPadveenLI t2marketinginternational.com CoreyPadveen.com corey@t2marketinginternational.com @coreypadveen @t2marketing

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