2. We are
SEARCH LABORATORY
SEO PPC International Analytics and
Data Science
Digital
Strategy
Social MediaProgrammatic Google
Analytics 360
3. Agenda
First vs. third-party data
What is first-party data?
How does it compare to third-party data?
Using first-party data
What are the benefits?
How do you use it?
Examples
Next steps…
11. Source: BCG, Digital Maturity Study, 2017
Advertisers who are
successful at data-driven
marketing are seeing
revenue increases of as
much as 20%, and cost
savings of up to 30%
12. Using first-party data
Create audiences to target your marketing effort
Reduce spend on advertising to existing customers
15. What is an audience?
Pool of users built from online and offline activity
Used for targeting via online activity
• Display
• Search
• Website personalisation
22. Audience 2 – lapsed VIPs
Recent activity None Browsed Added to basket Bought
Purchase habits Never bought Infrequent Frequent Lapsed frequent
Average spend <£33 £33 - £99 £100 - 199 £200 +
Buys items on
sale?
Unknown No Sometimes Always
Returns % 0 – 25% 25 – 50% 50 – 75% 75 – 100%
App usage Not installed
Installed / doesn’t
use
Installed /
browses
Installed /
purchases
23. Audience 2 – lapsed VIPs
Huge one-time
discount
Tight frequency
cap
Promote app
install / usage
24. Audience 3 – regular returners
Purchase habits Never bought Infrequent Frequent Lapsed frequent
Average spend <£33 £33 - £99 £100 - 199 £200 +
Buys items on
sale?
Unknown No Sometimes Always
Returns % 0 – 25% 25 – 50% 50 – 75% 75 – 100%
25. Example case study 2
Lead gen site
Looking to
acquire new
customers
Typical sales
cycle from 1
week to 3
months
26. Lead gen sales cycle
Website
visit
Filled out
form
Real details
Spoken to
sales
Qualified
lead
Proposal
sent
Closed won
Closed lost
Unqualified
lead
Fake
details
Phoned
Left
website
27. Lead gen sales cycle
Website
visit
Filled out
form
Real details
Spoken to
sales
Qualified
lead
Proposal
sent
Closed won
Closed lost
Unqualified
lead
Fake
details
Phoned
Left
website
28. Lead gen sales cycle
Website
visit
Filled out
form
Real details
Spoken to
sales
Qualified
lead
Proposal
sent
Closed won
Closed lost
Unqualified
lead
Fake
details
Phoned
Left
website
29. Lead gen sales cycle
Website
visit
Filled out
form
Real details
Spoken to
sales
Qualified
lead
Proposal
sent
Closed won
Closed lost
Unqualified
lead
Fake
details
Phoned
Left
website
30. Lead gen sales cycle
Website
visit
Filled out
form
Real details
Spoken to
sales
Qualified
lead
Proposal
sent
Closed won
Closed lost
Unqualified
lead
Fake
details
Phoned
Left
website
31. Lead gen sales cycle
Website
visit
Filled out
form
Real details
Spoken to
sales
Qualified
lead
Proposal
sent
Closed won
Closed lost
Unqualified
lead
Fake
details
Phoned
Left
website
32. Lead gen sales cycle
Website
visit
Filled out
form
Real details
Spoken to
sales
Qualified
lead
Proposal
sent
Closed won
Closed lost
Unqualified
lead
Fake
details
Phoned
Left
website
37. Summary
Gather data from
both online and
offline behaviour
Use data analysis
to segment your
customers into
audiences
Use the tools
available to bring
that data together
in one customer
view
Apply those
audiences, test
the results and
repeat
39. Contact us
Leeds | London | New York
+44 (0) 113 212 1211
info@searchlaboratory.com
www.searchlaboratory.com/
Follow us on social media:
facebook.com/searchlaboratory/
@searchlabs
linkedin.com/company/search-laboratory/
Notas del editor
Live analysis of data being fed into GA
Based on behaviour so far, use machine learning to predict what their likely future value will be
Different audience buckets for the likelihood of conversion or the future expectation
+similar audiences
Action – restrict marketing budget
Could be for legal, software, financial services etc. Mention salesforce integration.
Basic remarketing
Based on recency of visit
Keep remarketing to them. They are likely in the market, just in the early stages
Add to negative targeting for search and display. Don’t want to spend more money targeting someone unqualified.
Keep targeting them to showcase credentials, award wins, latest case studies etc. Anything you can to push them over the line!
Good work! Add to negative targeting for now.
cross-sell products
Unlucky. Depending on the industry, they might be valuable in future. If the service has a renewal date then you can market to them again before renewal.
General advice: make sure people see different creative and have a variable experience throughout all of this. Don’t just tailor it to what you know about them but also tailor it to what they’ve already seen.
Cross-platform remarketing: tag up based on where they came from previously
Live analysis of data being fed into GA
Based on behaviour so far, use machine learning to predict what their likely future value will be
Different audience buckets for the likelihood of conversion or the future expectation