Display Retargeting Pilot
June 13, 2013
Email: Display
Proprietary and Confidential | 2
Objective • Attain a better understanding of attribution across email & display
Theory is adding display to email drives better conversions
Pilot Overview
Proprietary and Confidential | 3
Run a Test on an existing campaign
• Display Retargeted participants transferred (via secure FTP) to retargeting partner
• All Send Email nodes in the Display Retargeted path contain a tracking pixel for dropping a cookie
• Send Email nodes in the Control Group path do not contain a tracking pixel
• Website conversion page needs to contain a tracking pixel to track conversions and turn off display for participants who convert
EmailParticipants Split
DisplayRetargeted
ControlGroup
CSV Transfer to Partner
CSV File
Continue Normal Series
Continue Normal Series
Targeting Non-Openers
Proprietary and Confidential | 4
WeeklyPromotion
Open?
Non-Openers
Openers
DisplayRetargeting
Free Shipping
Offer
Data Transfer
Proprietary and Confidential | 5
Client Display Partner
• File PGP Encrypted• Data Transferred via Secure FTP
SSHRetargetingRecipients Contains email address only
File is PGP encrypted File uploaded to secure FTP File rotation (Daily)
Data Processor
Fire
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l
Fire
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PGP encrypted file
Secure FTPRetargeting
Platform
Benefits
Proprietary and Confidential | 6
• Lift in conversions!
• Discounted ad buy
• Access to all the findings for use in future programs
Commitments
Proprietary and Confidential | 7
All we want in return is...
• Facilitate the tagging of program email templates and website• Work with us on development of display ad creative• Participate in published case study featuring results and
findings• Provide a quote/testimonial to be used in PR activities
StrongView will manage all the details...
• Facilitate the display ad buy• Define test plan & execute the test in selected campaign• Develop display ad creative with client's guidance & approval• Analyze results & findings• Develop case study with client’s guidance & approval