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SMX Advanced 2014 Session #SMX #22B - Rethinking Retargeting: Top Strategies For Driving Conversions From Key Audiencespresentation Diy: Audience Modeling & Display By Benny Blum @BennyBlum Of Sellpoints For more articles from Benny Blum, check out http://searchengineland.com
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@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
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A Case in Audience Modeling
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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
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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
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Actionable Analysis
Building Audiences in GA and AdWords
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Getting Predictive
Remarketing is logical.
Prospecting is where it gets fuzzy.
We can use the remarketing tool set to prospect.
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Building Your Own Model
If you have robust first party tracking…
Geo, Browser, Device, OS, Historical Behaviors,
Referral Source, CLV, etc.
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Using Your Data
The Flaw in GA and AdWords is aggregated data
First party tracking enables custom segmentation
across multiple sessions, devices, etc.
