Mirek Wąsowicz – Netmining – Jak zwiększyć konwersję kampanii pięciokrotnie – retargetowanie na przykładach

1. Connect and Convert
solutions to increase conversions
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2. TELCO &
ENERGY
AUTOMOTIVE
TECHNOLOGY
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3. retargeting
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4. efekt grupa kontrolna retargetowanie wzrost
CTR 0,20%
konwersja 0,70%
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5. efekt grupa kontrolna retargetowanie wzrost
CTR 0,20% 0,51% x 2,5
konwersja 0,70% 5,26% x 7,5
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6. online conversion
2008 6,0%
2009 4,5%
2010 3,6%
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7. 30% research online
and book their
holidays offline
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8. 76% use search engines
for (...) specific product
or brand before
purchasing offline
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9. Visitors are
scored… I am considering
multiple products
I am trying to
And are determine if the
dynamically product meets my
approached needs.
based on
where they
sit in the I am trying to
decision
determine a price
point…
for the product.
I am locating a
specific product
matching my
criteria.
Driving
Conversion
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10. my
bubbles!
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11. interest curve
now!
too late
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12. Copyright Netmining 2010 - Confidential

13. Copyright Netmining 2010 - Confidential

14. A/B testing results luxury brand in EU
Group A% B%
% Normal Brochure leads* 0.85% 1.05%
% Normal Test drive leads* 0.09% 0.10%
% Netmining Brochure leads 0 0.13%
% Netmining Test drive leads 0 0.06%
Total Uplift Brochure request 23.5%
Total Uplift Test Drive request 16,9%
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15. CONTENT RETARGETING SMART RETARGETING
Based upon page visits Advanced audience profile
Pages visited Pages visited
Product interest
Buying propensity
Aging curves
Optional : CRM data
Possible interest True Interest
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16. I am considering
multiple products
I am trying to
determine if the
product meets my
needs.
I am trying to
determine a price
for the product.
I am locating a
specific product
matching my
criteria.
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17. Smart retargeting - automotive brand EU
Run-on-network
Ad views 100.000
CTR 0,12%
Visits 120
Conversion 1,0%
Leads 1
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18. Smart retargeting - automotive brand EU
Run-on-network Content retargeting
Ad views 100.000 100.000
CTR 0,12% 0,31%
Visits 120 310
Conversion 1,0% 2,2%
Leads 1 7
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19. Smart retargeting - automotive brand EU
Run-on-network Content retargeting Smart retargeting
Ad views 100.000 100.000 100.000
CTR 0,12% 0,31% 0,54%
Visits 120 310 540
Conversion 1,0% 2,2% 5,3%
Leads 1 7 29
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20. twitter.com/mirekwasowicz
tel. 603 702 504
mirek.wasowicz@netmining.com
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