1 Information contained herein is property of HackerAgency and is strictly confidential.

MOVING BEYOND BEHAVIORAL

Offline to Online Targeting in a Multi-Channel/Multi-Device World

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1986Founded 4HubsEmployees300+

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+DIRECT MARKETING

+CUSTOMER ACQUISITION

+CUSTOMER LIFECYCLE MARKETING (CRM)

+DIGITAL & SOCIAL MARKETING

+MULTI-CHANNEL SALES ATTRIBUTION

SPECIALTIES

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Our clients are partners

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WHAT ARE WE TALKIN’ ABOUT?

• Targeting an audience vs optimizing a channel

• Connecting digital systems

• Leveraging search buying signals

• Following the prospect across devices

• How to translate offline data to online results

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AUDIENCE

PLANNING

TOOLS

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AUDIENCE SEGMENT TOUCH POINT MAP

First EligibleSeniors entering Medicare eligibility

Experience Triggers- Age-in at 65- Start mktg at 64- Special needs- Start mailing 6

months ahead

Customer Types- Low income- Retired/Retiring- On-going worker- Special needs

Phase(Time Frame)

Awareness(6 - 18 months)

Research(3 months)

Choice Reduction(1 month)

Purchase(1 week)

CustomerGoal

What are the questions customers ask at each stage? From general to specific

Key Triggers,Buy Signals

What keywords, behaviors, offline triggers, etc. indicate interest?

Key Channels

Which marketing channels have the biggest impact per stage?

KeyIdentifiers

What are the unique identifiers – cookies, email address, etc. –that the channels for that stage use

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WEBSITE ANALYTICS

www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html

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DIFFERENT SIZE/INDUSTRY/COUNTRY

www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html

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FACEBOOK EXCHANGE

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TACTIC #1

LEVERAGE

SEARCH

KEYWORDS

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Best Case Scenarios

• Top paid result + top organic result = ~40% CTR

• Top paid result only = ~5% CTR

• Top organic result only = ~30% CTR

Worst Case Scenario

• You don’t show up at all in either = 0% CTR

WE KNOW SEARCH IS AWESOME, BUT

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YOUR KEYWORD LIST = BETTER TARGETING

• Data from 8 billion searches – including data on Google searches

• Associate cookies to search terms

• Leverage current keyword list

• Message searchers that did or didn’t click on your ads

Medicare insurance

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TACTIC #2

CROSS

DEVICE

MARKETING

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IT’S A MULTI-SCREEN WORLD

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A COMMON CROSS DEVICE FLOW

MOBILE AD

starts shopping journey

RESEARCH

on tablet

in front of TV

COMPLETE

purchase

on laptop

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CROSS DEVICE MEASUREMENT

2.5X ConversionsOn Computer

2.6X ConversionsOn Computer

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TACTIC #3

OFFLINE TO

ONLINE

TARGETING

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CONNECTING DIGITAL SYSTEMS

MediaDeliverySystems

Prospect/ Customer Database

WebsitesMobile + Desktop

Marketing Source CodesOn Destination URLs

Tracking Tags on Website

Pass Through Marketing Source Codes

Addressable Media + List Driven

Mailing AddressPhone Number

Email

Direct MailEmail

List Driven Digital

Call Centers Retail Stores Other Channels

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HOW OFFLINE TO ONLINE WORKS

Data Safe Haven

Street Address

Phone Number

Email Address

Any Channel

MatchbackData Process

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LIST DRIVEN DIGITAL PRO’S AND CON’S

Pro’s• Leverages offline data

• Extends life of data models

• Provided definitive lift metrics

across sales channels

• Sales channel agnostic

• Optimizes media targeting

Con’s• More expensive on both a

CPM and process basis

• Harder – more data work

• Doesn’t optimize channels

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WRAP IT UP!

• Dig into the buyer’s journey

• Set expectations at the buy stage level

• Leverage as many of the buying signals as possible in the appropriate channels

• Connect as many systems as possible

• Utilize offline and online data in a privacy centric, but measurable program

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THANK YOU!

• HMU with questions, comments, etc.– Scott.fasser@hal2.com

• We’re hiring!– Check our job board for openings – www.hal2l.com

– Especially interested in a Media Coordinator