Buying online performance advertisement in

a customer centric way

EDAYS INTERNATIONAL E-COMMERCE CONFERENCE MOSCOW, JUNE 4-5, 2015

Another Buzzword:Customer Centricity

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“Customer Centricity reveals how to increase profits from your best customers, find more like them, and avoid over-investing in the rest.”

—Jim Sterne, Founder, Chairman, Web Analytics Association

Customer centricity in online advertisement

EDAYS INTERNATIONAL E-COMMERCE CONFERENCE – MOSCOW, JUNE 4-5, 2015 3

Segmenting advertising audiences by Expected Value improves the efficiency of marketing spend

Ad budget $10

$2 $3 $5

Revenue

How to segment by expected revenue

EDAYS INTERNATIONAL E-COMMERCE CONFERENCE – MOSCOW, JUNE 4-5, 2015 4

Behavioral Signals, such as site visiting, product selection and purchase history demonstrated by users are best available predictors of their Expected Value

Where to get the behavioral data from

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External sources, such as Google Analytics, will provide some data but ultimately – setting up segmentation in the internal CRM system will give a wholesome picture

How to use segmentation for online bidding

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Integrate your CRM-based segmentation with your online ad bidding systems to maximizing efficiency

Google Analytics

Google AdWords

CRMdatabase

dataLayeron site

Bids by segments

GDN / RLSA

Tag user cookies with segment codes

Calculate bid multipliers by segments

Create Segmented AdWords / GA Cookie Audiences

Match bids with audiences by segment

Thank you and let’s keep in touch!

Lado LebanidzeSr. Analytical Lead

lebani@google.com

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