Search Segmentation and Cross- Channel Remarketing of 7-Matt... · Search Segmentation and...

#MRKGsummit15 @MerkleRKG @MerkleRKG#MRKGsummit15

Search Segmentation and Cross-Channel Remarketing

Matt Naeger

EVP Digital Strategy

#MRKGsummit15 @MerkleRKG

There are many reasons why people search…

I need a new carI just had a

baby

I got a new job

I moved to a cold

weather city from a

warm weather area

My neighbor

just bought a Jeep

There was a bad

accident on my

way to work

I’m feeling downI love my family


Search intent used to be just the keywords that we used

3

SUV Reviews SUV Reviews

SUV Reviews

SUV Reviews

SUV Reviews

SUV Reviews

SUV Reviews

SUV Reviews


And we did very little to adjust our advertising

4


Connecting data from multiple channels can inform our programs

Age 34 | Income $100K | Female

Sarah

Visits Sports, News, Fashion sites

Owns a smartphone, 10.5” tablet, laptop

Doesn’t watch TV unless it is online

Travels with friends and family mostly

Needs space and safety in a car

Has a dog, and three kids

Just moved and got a new job

Has a PHD in Psychology

Likes to hike in the mountains

DEVICE

DMA

BUYING

BEHAVIOR

ONLINE

COMMENTARY

SITE VISITATION

SOCIAL MEDIA

USE


But we must do something with it

» Change our bidding

‣ Bid Up/Down

‣ Don’t Bid at All

» Change the experience

‣ Ad Copy

‣ Landing Pages

‣ Email Messaging

‣ Display Tagline

‣ Facebook Video

» Develop sequencing of message/offer

» Optimize to different KPI’s

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Customer

Activity

Value

Offer

Need


Three people search for a shoe…

7

Sarah26 years old

ActiveFashionable

SocialSingle

Jen53 Years old

ActiveFashionable

SocialDivorced

2 Kids1 Grandchild

Mandy37 Years old

ActiveFashionable

SocialMarried2 Kids

$18 $65 $104


Three people search for a shoe…

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James26 years old

ActiveFashionable

SocialSingle

Kenny53 Years old

ActiveFashionable

SocialDivorced

2 Kids1 Grandchild

Henry37 Years old

ActiveFashionable

SocialMarried2 Kids

$18 $65 $104


• Paid Search• Display

• Paid Search• Display• Email

• Paid Search• Display• Email• Direct Mail

• Look-a-like• Cross-Channel

Retention

Display1-3

Site Activity4-X

Search Activity6-X

Prior Experiences

Inform you search programs through cross-channel remarketing


Build out the customer journey

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Ashley is planning a ski

vacation for her family

and she is looking to

buy new gear.

ski equipment

She performs a search research the latest

equipment and compare prices.

As she runs errands, she

receives an SMS message

reminding her of her available

The League reward points

Recreational Sports Family

After visiting Sports Authority, Ashley

later sees an ad on Facebook and

Twitter showcasing ski gear.

Sports Authority

The Google RLSA program is utilized to

prioritize and customize the branded ad

After visiting the site through Search she selects

specific products she would like to purchase and

adds to her cart so she can review with her

husband later. That evening she receives GDN

Dynamic remarketing ad showcasing the specific

products she has in her cart, which reminds her to

go back and purchase.


Optimization of programs is done by different KPI’s at each stage

“summer shoes”

“memorial day

shoe sales”

“suede and python

print gladiator sandal”

ROI, Cost Per New Customer, Margin

% of Placed in RLSA

% of New and Returning

Customers

Purchases

Product pages visited

Items added to cart

Purchases

Purchases

ROI

Margin

KEYWORD: KPI:

Awareness

Consideration

Conversion


Case Study

• Top 5 Telecom and Media Company

• Top 10 Search Spender Globally

• Multi-Billion Dollar E-Commerce

Business

Targeting the right offer & experience to the

right audience at the right time

Develop cross-device program using RLSA

to up-sell and cross-sell key audience

segments

Personalization

and Remarketing

Multi-channel

and cross device

Locality and

mobility

Customer

Insight and

Segmentation

eMerchandising

(i.e., enhancing the

in-store experience)

Loyalty and

share of wallet

CONTEXT

CHALLENGE

SOLUTION

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Limitations of Traditional Search Remarketing

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Cross Channel Decisioning

Site Activity

Real Time Integration

DMP

Display Network Social NetworksSearchSite

Personalization

3rd Party

Audience Data

CRM Customer

Data

Sophisticated

Onsite DataOffline Data

Traditional Search Strategies only allow for site activity level Audience Targeting – making it siloed

from other channels.


New Remarketing Capability Allows for True Connected CRM

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Cross Channel Decisioning

Site Activity

Real Time Integration

DMP

Display Network Social NetworksSearchSite

Personalization

3rd Party

Audience Data

CRM Customer

Data

Sophisticated

Onsite DataOffline Data

Merkle has built a work-around to Remarketing for Search (RLSA) that allows for more sophisticated data to

be pulled into remarketing lists.


Business Impact

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Align offer delivery and messaging by Audience to

the experiences being served across Display and

Site.

Change offers based on services abandoned in the

shopping cart or services likely to purchase.

Serve offers specific to those products or tiers a

consumer does not have in their bundle, or is likely

to upgrade to in the future

Target consumers who are likely to Churn when

they are doing research for products or competitors.

Audiences Receive Conflicting Offers Across

Channels

Non Customers Receive Generic Offers or Offers

Based on Pages Visited

Existing Customers Receive Generic Customer

Offers

Competitors are increasing presence, which could

increase Customer Churn

Business Challenges Due to Search

Restrictions

Example of Solutions Available by Connecting

AAM to Search Remarketing

This advanced implementation of retargeting enabled our client to overcome many of their business

challenges. It allowed for a more customer centric approach to Search marketing.

40% Lift in Sales Value 25% Lift in Conversion Rate


Thank You!

MerkleRKG.com | Merkleinc.com

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Search Segmentation and Cross- Channel Remarketing of 7-Matt... · Search Segmentation and...

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