Date post: | 22-Jan-2017 |
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Internet |
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THAT IS ME!My Road to Sucess with
Marc HergenrötherAffiliate Marketing
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HOW DID I START?HOW DID I START?CRITICAL KPIS- PREMIUM INVENTORY- ADSERVING TECHNOLOGY- MULTIPLE ADVERTISERS
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MARKET REQUIREMENTS
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MARKET GROWTH RATE
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HTTP://WWW.BLOOMBERG.COM/NEWS/ARTICLES/2015-02-25/THE-20-FASTEST-GROWING-ECONOMIES-THIS-YEAR
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INTERNET USAGE
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http://www.internetworldstats.com
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CREDIT CARD ACCEPTANCE
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DEMOGRAFICS
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…
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ACTIVITIES- DISPLAY ADVERTISING (POSTVIEW)- SEA- USER RETARGETING (6 MONTHS LATER)
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RESULTS?- ROI POSITIVE AT DAY 1- FIRST PAYMENTS AFTER 3 MONTHS- REVENUE: 30.000 EURO AFTER 3 MONTHS - BUT: DEPENDING ON SOME CASH COWS
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HOW TO SCALE?- MORE ADVERTISERS- MORE NETWORKS- MORE COUNTRIES
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Old Schooluntil 2012
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RealTime Advertising (RTA)• Programmatic Media Buy without personal contacts
• Realtime Bidding
• Multiple Websites with high transparency
• Huge Reach and Frequency
• Control about Price and Targeting
• Usage of User Data from different sources
• Delivery on multiple Devices
• Globales Frequency Capping
• Advanced Reporting – Reach and Frequency, Customer Journey, …
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HOW TO PROCEED IN THE FUTURE?
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DATA DRIVEN ADVERTISING
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THE FUTURE IS CUSTOMER CENTRIC!
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Product Intend
Clicker
Spendings
Personal Data
Step in the Sales Funnel
Search
User Intend
CRM and Offline Data
1st Party DataOnline Behavior, Keywords, Conversions, …
2nd Party DataData from niche websites, showing User Intend
3rd Party DataPurchased Data from Data vendors
Offline DataCRM Data, Loyalty Card, …
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collect adapt segment manage
DMP DSP
How does it work?
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RETARGETING
GeoPrague
DemograficsFemale, Age 25
InterestShopping, lifestyle,
IntendJimmy Choo, 39,
DeviceTablet
Prospecting
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Prospecting Targeting on new Audiences and potential customers, which were not in contact with the
advertsier yet (Prospecting/New Audience Targeting) - based on collected Data- Data from Visitors of specified Content Website (Contextual)- Demografic Data, collected via Facebook campaigns (Facebook)- Search Data from SEA activities (Intend Data)- Bannerclicks- Exclusion of existing customers(negative Retargeting)- 3rd Party Data
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Lookalike Modelling
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Lookalike Modelling Loookalike Modelling is looking for statistical twins of your current users or buyers, where many
parameters are likely the same
- Simular visited websites
- Simular reactions on Banners (Bannerviews and Clicks)
- Simular Website Behavior (Time Spent, Visited Categories and Products, Conversions)
- Weather situation at the time of the conversion
- Referring URL
- Used Keywords
- Geo….
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MANY THANKS!https://www.facebook.com/hergenroetherhttps://www.xing.com/profile/Marc_Hergenroether