#SMX #25B @briansim

Tying Data with Personas for Better Personalization

Brian Sim, Marin Software

#SMX #25B @briansim

§  The problem with programmatic personalization

§  Three steps for more cohesion between data + insights

§  The results of a cohesive approach

Agenda

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Personalization is more than just putting pieces of a puzzle together

#SMX #25B @briansim

Data, alone, doesn’t make it any easier

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Search Engines Global

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Web Analytics

Search Retargeting

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Vertical

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CONSUMER

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Denotes acquired company Denotes shuttered company

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Catching SCIENCE up to the ART

Needs

Goals

Aspirations

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Designing Better Creative

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Step 1: Know your audience

Credit: Sunni Brown

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Step 2: Categorize data in useful, actionable ways

COLLECT DATA ANALYZE INTENT SIGNALS

Intent vs. Value

MAP AUDIENCES DELIVER AND OPTIMIZE

Social

Second-Party

Behavioral

Search Intent

Revenue

Lower Intent, Lower Value

High Intent, High Value

High-value Prospects

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§  Effective dynamic advertising

involves more than just mixing

and matching images and copy

Step 3: Speak the right language

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A Case Study

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§  Personalization is a key part of the user experience

MR PORTER is an online retailer specializing in luxury menswear

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§  Wanted to increase market share by disrupting their audience’s shopping habits

They have a deep understanding of their ideal customers

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§  MR PORTER leveraged second-party partner data to identify new customers

Travel FMCG Autos Publishers

Understanding the customer meant accounting for media preferences

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PUBLISHER PUBLISHER PUBLISHER

We developed compelling, product and content-led creative designs

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We Blew Away Historic Benchmarks

70% Greater CTR vs. historical

15% Higher AOV vs. average

5.8x More efficient eCPC vs. target

Lower CPM vs. historical 3.7x

ROI vs. average 3.23

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THANK YOU!

SEE YOU @SMX WEST SAN JOSE, CA

MARCH 1-3, 2016