Retargeting - Re-connecting and Re-gaining Traction With Lost Prospects

© 2010 IBM Corporation

Retargeting:Re-connecting and Re-gaining Traction With Lost Prospects

AMA Webinar

October 29 2010


IBM Enterprise Marketing Management

IBM Confidential2

Martin Doettling– VP Product Marketing

Coremetrics, an IBM Company

[email protected]

Lindsay Conwell– Senior Solutions Consultant

Coremetrics, an IBM Company

[email protected]

@PETCO

Speaker Introductions



IBM Confidential3

Market Overview

Retargeting/Remarketing – What it Is

Retargeting – How it Works

Regaining Traction with Lost Prospects

Industry Best Practices

Q&A

Agenda



IBM Confidential4

Let’s Take a Poll

How would you describe your organization’s emphasis

on retargeting:

A. Primary focus

B. Same focus as paid search and email marketing

C. Some focus

D. What is retargeting?



IBM Confidential5

Remarketing to your audience with highly tailored offers and messages

Reacquiring, converting, and retaining high value visitors

Leveraging granular, cross-channel website activity data site visitor and customer

profile data to retarget visitors and browsers

Retargeting/Remarketing – What it Is



IBM Confidential6

Marketers beginning to use personalization at varying levels.

Paid search costs continue to rise. Marketers turn to retargeting expensive search

users via email and display advertising.

Granular analytics, such as impression attribution are a necessary component of

optimizing retargeting campaigns.

Market Trends



IBM Confidential7

Market Trends



IBM Confidential8

Advanced segmentation

Automatic retargeting

Real time syndication through multiple

networks

Seamlessly initiate retargeting via email,

display advertising.

Broad segmentation based on a single

attribute

Lag times with to retarget

Limited syndication opportunities

Multi-step and time consuming processes

to retarget

3-5 Years Ago Today

Evolution of Retargeting



IBM Confidential9

Identifying relevant segments and content to retarget visitors.

Effectively engaging the visitor without alienating them.

Measuring success and articulating ROI to management.

Challenges



IBM Confidential10

Search for Product

Search Engines

Arrive Directly to Website

Shop within Website

Search within Site via Homepage

Browse Product Pages

Place Items in Cart

Purchase Items

Leave Website

Continue Researching

Continue Shopping

Return to Website

Purchase

Research Alternative Items

Solution: Retargeting With Personalized Content at Multiple Touchpoints



IBM Confidential11

Step 1

Potential Customer acquired via PPC Campaign…

Step 2

Presented with personalized product recommendations based on browsing history…

Step 3

Carts an item, but does not purchase…

Delivering Value from Retargeting Programs



IBM Confidential12

Step 4

Views a display ad on another site and returns to the site…

Receives a follow-up email showing products related to carted item…

Step 5

Clicks through email and purchases product.




IBM Confidential13

PETCO Display Ads: Audience Segments Retargeted…

Bird Cage Searchers

Dog Behavior Control Searchers

Aquarium Searchers

Cat Furniture Searchers




IBM Confidential14

Average Time on Site has

DECLINED compared to

last year.

Shrinking window of

opportunity to engage

visitors.

Online Trends



IBM Confidential15

Single Page Bounce Rate

has INCREASED

compared to last year.

Visitors are more unwilling

to hunt for what they want.

Online Trends



IBM Confidential16

Another Poll

What is the biggest benefit to engage and adopt

retargeting strategies?

A. More effectively spend to acquire visits

B. More efficiently reaching out to visitors

C. Avoid becoming irrelevant to your customers



IBM Confidential17

• Do not be irrelevant • <Less Tolerance, Attention span is on the decline>

• <Tailored Messages, Personalized Conversation>

• Be Efficient• <Leverage Real-time data syndication and Extensive Web Reach>

• Be Cost Effective

• Key tools to Evaluate and Optimize

Best Practices



IBM Confidential18

Challenge

• Finding the right message for the right audience

Solution

• Advanced Segmentation

• “Ace in the Pocket” segments

Dormant, Abandoners, Post Purchasers

• “Social and Adopter” segments

Mobile users, Socializers, Ratings, Facebook Fans

• “Surgical Shoppers” segments

Bouncers, One Page visitors, leverage search terms, products browsed

Benefit

• Increase conversion, increase brand loyalty, increase visitor opinion of each interaction

Relevancy



IBM Confidential19

• 17x Lift in Conversion Rate

• 25x Lift in Revenue/Email

L’OCCITANE EN PROVENCE – Email Personalization



IBM Confidential20

Challenge

• Communicating with your customers before the competition does

Solution

• Real-Time Data Syndication

• Leverage Display Advertising Partners

• Communicate with those who you do not have email addresses

• Answer the call of the Attention Challenged

• Deliver effective content and messaging to each target group

Benefit

• Recapture visitors before your competition does.

Efficiency



IBM Confidential21

Post-Purchase Offers

Trigger after items are purchased

Offer complimentary accessories, up-sells, or refills for

specific SKU sets

Recapture abandoner

Retargeting Use Case Examples



IBM Confidential22

Retargeting Use Case Examples



IBM Confidential23

Challenge

•Cost Effectively acquiring and reacquiring visitors to your site.

Solution

•Retargeting Segments through less expensive channels

•Non-identified visitors via Display Campaigns

•Registered visitors via Email Campaigns

•Re-acquire paid searchers via Display Campaigns

•Shift target segments into a more affordable and more effective personalization message.

Benefit

•More effectively spend marketing dollars and increase conversion

Cost Effective



IBM Confidential24

Leverage your search analytics application to identify target segments and use retarget

specific ad groups via display advertising

Use Case – Retargeting Search Users



IBM Confidential25

Leverage your search analytics application to identify target segments and use retarget

specific ad groups via display advertising




IBM Confidential26

Leverage your analytics tool to identify and segment users that are referred by social

media sites

Reach these users via email




IBM Confidential27

Challenge

•Continuously optimizing retargeting efforts as visitors change behaviors.

Solution

•Evaluate across all channels for each key segment

•Automate the integration of segment data to partners

•Leverage Attribution to better attribute credit to key investments

•Understand how different channels play different roles in buyer lifecycle

• Invest in the channels to trigger the desired behavior

•Optimize spend through leveraging more cost effective channels

•Continuously re-evaluate.

Benefit

•Better understanding of how your marketing efforts are performing.

Measurement and Optimization



IBM Confidential28

ReTargetingvia Email

ReTargetingvia Display Advertising

ReTargetingMeasurement

and Optimization

Your Path to Sophisticated Retargeting



IBM Confidential29

See how it works: www.CoremetricsWorld.com



IBM Confidential30

Request copies of the presentation by

emailing [email protected]

Visit the Resource Center:

www.CoremetricsWorld.com

…including 12 new white papers

• Driving Value from Your Multichannel Data

• Social Media Marketing and Measurement

• Quantifying Your Returns from Online Advertising

Thank you for your participation.

Please submit your questions in the chat box.Question & Answer



IBM Confidential31




IBM Confidential32













IBM Confidential33




IBM Confidential34











Documents

Retargeting - Re-connecting and Re-gaining Traction With Lost Prospects