DIY: Audience Modeling And Display By Benny Blum

@bennyblum #SMX

DIY: Audience Modeling &

Display

@bennyblum #SMX

DIY vs 3rd Party

There are a slew of solid 3rd Party providers for

Display and Remarketing solutions.

At a certain point you need to consider DIY

Do you have the support to DIY?

• Internal skills

• Infrastructure

• Patience

@bennyblum #SMX

Two Attributes To Model

Intent Value

@bennyblum #SMX

A Case in Audience Modeling

@bennyblum #SMX

Case Study: Lead Generation

We Do a Bunch of Stuff

– Creative Services

– Performance Marketing

• SEO

• PPC

• Analytics

• Conversion Rate Optimization

– dSaaS: Data Science as a Service

– Learning Platform

@bennyblum #SMX

dSaaS: eating our own dog food

0%

50%

100%

150%

200%

250%

Term Value COGs LeadConvRate LeadValue

Rela veChannelValue

Crea ve SEO PPC Analy cs CRO dSaaS

@bennyblum #SMX

Building Your Audiences

Identifying Precursor Events

To establish drop off rates and predicted CVR

@bennyblum #SMX

Actionable Analysis

Building Audiences in GA and AdWords

@bennyblum #SMX

Getting Predictive

Remarketing is logical.

Prospecting is where it gets fuzzy.

We can use the remarketing tool set to prospect.

@bennyblum #SMX

Building Your Own Model

If you have robust first party tracking…

Geo, Browser, Device, OS, Historical Behaviors,

Referral Source, CLV, etc.

@bennyblum #SMX

Using Your Data

The Flaw in GA and AdWords is aggregated data

First party tracking enables custom segmentation

across multiple sessions, devices, etc.

@bennyblum #SMX

Thank You!

benny@sellpoints.com

@bennyblum