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The future of DoubleClick with GA Using tech to design a tailored approach Emma Higham Industry Analyst Media Buying Solutions [email protected]

Emma Higham - The Future of Doubleclick with Google Analytics

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The future of DoubleClick with GAUsing tech to design a tailored approach

Emma HighamIndustry AnalystMedia Buying [email protected]

Tailor your websiteData-driven design

GA enables a tailored approach to design

High BR on dress page in April1 Sophie lands on

dress page on Zalando.at

Prom dresses converting 2x

2 3Dress page is

optimised for prom season

Tailor your marketingGood data enables personalization

Data flow within a great platform

doubleclickaudience center

ACCESS ANALYSIS ACTION

Audience Composition

AudienceReach and Frequency

Lookalike Modeling

Audience Performance

Advanced Segmentation

1p audiences

Site Analytics

Campaign Data

3p audiences

Offline/CRM

Buying platforms

Content Personalization

Site Analytics

Creative Optimization

Email

GA insights are used in DBM to tailor your marketing

Google Data: Audience, Youtube & Contextual

Google Analytics Premium Segments

Doubleclick Search Adserver and Adwords

First-party data

Third-party data

Use stack data to enhance your programmatic buying across desktop, mobile, tablet, display & video.

GA enables a tailored approach to design

1 Sophie searches for

moving companies

Dynamically targeted ad offering monthly payments

She abandons

checkout at payment

3

NEW SOFAS

Monthly Payments!

42 She clicks on an ad for

sofas

Case study: powerful DBM & full stack integrationHow valuable are they? Are they

engaged with our brand?

CPA80% below target

900% Budget Increase

8 person team trained

6 million extra engaged cookies

Have they bought from us before?How likely are

they to convert?

Telecom Advertiser’s

Website

Thank You.Emma HighamIndustry AnalystMedia Buying [email protected]