Melanie Hyde

1. The Power of Offline Data,
Online
Melanie Hyde
Associate Director – Paid Media

2. A bit about me
Melanie Hyde – Associate Director of Paid Media
• 3+ years at Edit, formally Branded3
• 10 years in Digital
• Paid Search, Social, Programmatic
• @mel_hyde

3. • Why is data so important and what data should we be collecting?
• Using data online
• Some tactics we use
• Key takeaways
Learner Outcomes

4. Why is data in marketing so
important?
Data is the source which we as marketers should
be base all of our strategic decisions

5. 87% of marketers say
that data is “their most
underused asset”

6. Why should we care
about data?
Avoid reaching wrong person at the wrong time

7. We should we care
about data?
Reach the right person at the RIGHT time

8. Where to start
Understand what offline data you have
• Customer order details
• Revenue and margin by product type
• Product / Lead Information
• Footfall insights
& ensure your data is as accurate and as up to date as possible

9. Then how you want to use it
Using offline data for online success
• Local inventory ads
• Optimise search towards in store revenue
• Optimise budgets towards overall business margin/ROAS

10. The benefits of using data first
approach
v Understand the true value of your marketing
v Individualised approach to the customer
v Responsive to what is actual, rather than presumptive
v View on whole business
v Increases marketing effectiveness

11. Tactics we have used
Melanie Hyde
Associate Director – Paid Media

12. Finding customer data
Zizzi wanted to leverage Social Wifi data from it’s restaurants

13. Understand make up of that
dataWe used various ways to understand their customer profiles
Facebook Own Profiling
from list upload
Media Partner Profiling CRM Profiling

14. Types of profiles
Where they shop Where they work
What they listen to Who they are

15. Test and don’t assume
Strategy Key Points
Understand CRM logic and
profiles from multiple sources
• Understand profiling based on specific customer segments as part of
current base
• From existing base profile on Facebook based on interests
• Profiling from existing base to create ‘word cloud’ understanding
CRM based strategy This is what we used to as our test audience
Cookie based strategy This became the control against test audiences from CRM profiling

16. Use those profiles to target
As part of prospecting sets

17. Build campaign out from there
Lookalikes off of
converters
Test vs Control using
Facebook own
algorithm
Test creative against
each audience

18. 142% over sales target
59% under CPA target
What was the impact?
8,572
Total in
Restaurant
Redemptions
65%
Of total
redeemers
were new
cust
16.9
Total ROAS
– against ad
spend

19. More than 3 in 4
respondents were new
to brand

20. 22% of lapsed
customers that we
acquired opted back in
to email

21. Previous Year Since Campaign
Measuring the impact post
campaign - Visits
Uplift in visits for retained
customers is still being
generated

22. Measuring the impact post
campaign – Visit frequency
The campaign has
caused retained
customers to visit more
frequently
0
50
100
150
200
250
Totalnumberofvisitstodate
Previous Year Since Campaign

23. Maximising the efficiency of
Non-Brand Search
Non-Brand, Social,
Display, CRM Lists
from Offline
Audiences tracked
and Cookies
collected centrally
Audiences activated
across platforms

24. Setup your campaigns for
success
• Geo-weight
• Geo tailored ads by film,
brand and generics
• Tailored creative on real-
time ticket price

25. Audience segmentation
Use audience product grouping to maximise the
efficiency of non-brand search or social

26. Audience segmentation
Use audience product grouping to maximise the
efficiency of non-brand search or social
• Collect list of audiences
dependent on film type
• Push bids and tailor ads to
the same audience which
matched new film titles
matches genre
• Drove down cost of high
CPA Generics film terms

27. POS tracking
Use POS sale data to inform online lead/sale quality

28. Key take outs
What can you do right now?
v Understand what data on your customers you have
v Understand the make up/profiles of that data
v Tailor ads and test
v Test those audiences and add in new ones
v Monitor impact post campaign

29. Be creative and think
outside the box!

30. Thank you!
Questions?