1. A Holistic Customer Approach Using RTA –
Connecting RTA and CRM
Dr. Florian Heinemann
WUC, Berlin, May 29th 2015

2. “Biddable Media“ / RTA in 2015 – A (subjective
perspective) at the status quo
1
Relative
ímportance of
“High/Deep
Reach Login-
Platforms“
2015 t
The increase in importance of the large
platforms is irreversible and will continue (with some
new platforms entering)
Market Share of
“High/Deep Reach Login-
Plattformen“ (Google, FB,
AMZ, Apple, Alibaba etc.)

3. RTA-based CRM-activities are currently under-developed
vis-a-vis their potential
2
Strength of
user/customer
engagement
Potential
for syste-
matization
Contact with
unknown user
User interaction
with application
Initial action/
purchase
Repeat action/
purchase
Audience Targeting Re-Targeting CRM RTA
Realized
scaling/
systematiza-
tion in RTA
User/Customer Journey

4. 3
CRM…
• due to its effect on marketing cost (ratio) is becoming a focus topic
of advertisers very early in the development of their marketing
programs
• is one of the few areas where advertisers have a – potential and
very specific(!) – know how/information advantage compared to
the “high/deep reach login platforms“ (Google, Facebook, Amazon
etc.)
“CRM is the new SEO“

5. “Core CRM(-RTA)“ is the basis for scaling traffic acquisition –
Facebook leads the way…
4
1
„Kern CRM“
2a
„Engagement
CRM“
2b
„Look-alike
CRM“
Technical and logical infrastructure ideally can be applied accross all approaches

6. RTA-CRM is among the more costly CRM channels/
approaches, but can be targeted in a very granular way
5
Effective
CPM
(distribution +
media +
concept)
Onsite /
Person.
Email
Mob.
Push
Notif.
Re-
Targe
ting
FB
Cust.
Audi-
ence
RTA-
CRM
Inserts
(inter-
nal
media)
Inserts
(exter-
nal
media)
SMS
CRM-
Out-
bound
Calls

7. Ideally, CRM-RTA activities are part of an orchestrated approach
to contact/reactivate existing customers/leads
6
High-Bid
4/24h)
High-Bid
RTA Campaign
(FC: max.
4/24h)
Push
Notification in
Mobile App
E-Mail
Promotion
No opening
within 24h
Low-Bid
RTA campaign
(FC: max. 2/24)
No Click
within 24h
Customer profile/segment
• High CLV
• Mobile App User
• High CLV
• Purchases primarily
discounted products
• Last purchase in “sports“
categorie
• Mobile App User
• Low CLV
• Last purchase was partial
return
• Last purchase in “dresses”
category
• Permission email marketing
„Fritz“
„Frida“
1. Contact 2. ContactNo Response …
…
…
But an orchestrated approach requires
the appropriate infrastructure

8. This orchestrating system ideally should work largely with
existing infrastructure
7
Central Logic-Reporting
Engine contains:
● DMP
● Bidder/DSP
● Adserver
● API for 3rd party
systems/tools
● Optimization layer
● Reporting Engine
CRM / DWH Data
Behavioral Data
(incl. Cross Device)
3rd Party Data
Transaction Data
Data Sources / Input Logic-/Reporting-Engine Execution – Output
Layer
“User &
Business
Data
Mes-
sages /
Content/
Creatives
Res-
ponse
Data
1
Cross
Channel
Messages
Email Push Notif.
FB Cust. Aud. RTA
2
Personaliza-
tion of
applications

9. As always – there is lots of details/aspects to consider
during the implementation…
8
• Organisational responsibility – cross-functional topic, who is in the lead?
• Sensible infrastructur:
− Proprietary vs. 3rd party components
− Restriction on logic vs. „physical“ distribution (of messages)
• Optimal channel/message mix:
− Expansive vs. cheap
− Online/digital vs. “offline“
• Sensible trigger-events
• Adequate optimization approaches:
− Single contacts/channels vs. integrated journey
− Direct response vs. total response

10. Contact details
Dr. Florian Heinemann
Founding Partner & Managing Director
Project A Ventures GmbH & Co. KG
Julie-Wolfthorn-Straße 1
10115 Berlin / Germany
eMail: florian.heinemann@project-a.com
Twitter: @fheinemann