Wednesday 4th March 2015

DIY Data sharing for retargeting

Alistair Dent

Head of Product StrategyiProspect

@AlistairDent

searchmarketingexpo.com@AlistairDent

#SMX #24B

The best retargetingDisplay Website Search Retargeting

Display Website Search Website Retargeting

SearchDirectDisplayDisplayWebsite

searchmarketingexpo.com@AlistairDent

#SMX #24B

Talk to people across channels

Data

Video

Search

Website

Social Display

Data sharing is hard

Data Management Platforms (DMPs)

DMP

CRM

Data Brokers

Analytics

Public Data

Do it yourself

Query string

Tag manager rule

Remarketing pixel

Get your taxonomies right

Value is value, everywhere

Search

Keywords

Intent

Display

Placement

Context

Video

Engagement

Qualification

Sharing across channels

Search to display retargeting• Large insurance company• Group by insurance type (e.g. home, car, pet)• Sub-group by keyword semantics (home,

house, flat)• Separately group by purchase intent

(best/reviews vs buy/renew)

Car park upsell

Enrich CRM data from DVLA (or

DMV)

Read license plate

Decide on message

Cross-sell or upsell

searchmarketingexpo.com@AlistairDent

#SMX #24B

SummaryEach channel has valuable data

Sharing between channels adds value

DIY that process with remarketing

Use query strings and tag manager rules

searchmarketingexpo.com@AlistairDent

#SMX #24B