Alistair Dent - SMX London 2015 - What You Should be Doing in Search and Mobile
Alistair Dent - SMX West 2015 - DIY data sharing for retargeting
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Transcript of Alistair Dent - SMX West 2015 - DIY data sharing for retargeting
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