Diversified Media Strategies for B2B Engagement and Sales

Track 4

Garden Room

2015 Conference

Agenda

• List and Media Marketplace Overview• 3 Proven Tactics for Finding Qualified List Sources• 3 Methods for Improving & Measuring Engagement

3,000 / Day

Marketer

Agency

BrokerManager

Owner

Service Bureau

TraditionalDirect Response List Acquisition

LinearNegotiated Margins

24-48 Hour TurnaroundManual Response

AnalysisMatch Back Attribution

List Marketplace

Overview

Media Marketplace Overview

Real-Time ProcessingReal-Time Bidding

Automated AnalysisProgrammatic OptimizationView Through AttributionClick Through Attribution

Where are we heading?Digital Channel 2014 (Millions) 2015 (Millions) Change

Email 2,100$ 2,300$ 9.5%Search 24,200$ 26,900$ 11.2%

Display (Direct Sold) 19,200$ 18,200$ -5.2%Display (Programmatic) 4,200$ 10,100$ 140.5%

Social Technology 3,000$ 3,900$ 30.0%Affi liate Lead Generation 2,100$ 2,200$ 4.8%

Digital Total 54,800$ 63,600$ 16.1%

Traditional Channel 2014 (Millions) 2015 (Millions) ChangeDirect Mail 45,200$ 45,700$ 1.1%

Teleservices 41,500$ 42,600$ 2.7%Radio 15,900$ 16,200$ 1.9%

Broadcast Television 68,500$ 70,600$ 3.1%Magazines 15,100$ 15,000$ -0.7%

Newspapers 16,900$ 16,400$ -3.0%Outdoor 2,100$ 2,300$ 9.5%

Traditional Total 205,200$ 208,800$ 1.8%Source: eMarketer & Winterberry Group www.winterberrygroup.com

Data 101

3rd Party

2nd Party

1st Party1. Online Data (Non-PII)2. Offline Data (PII)

3 Proven Tactics for Finding Qualified List Sources

LPI

HCL

USAGE1. Mailer Usage Reported2. Highly Correlated Lists3. List Popularity Index

Mailer Usage Reported

USAGE

Highly Correlated Lists (HCL)

HCL

USAGE

List Popularity Index (LPI)

LPI

HCL

USAGE

Engagement

HCL

Source: http://blog.marketo.com/2014/09/welcome-to-the-era-of-engagement-marketing.html

Shift From Move TowardsMass Marketing Targeted Personal Communication

Demographics Demographics & Behavior

Single Email Broadcasts Continuing Conversations

Marketing Silos Integrated Multichannel Marketing

Unclear Objectives Clear Customer Journeys

Subjective or Empirical Review Measurable Impact

Campaign Scheduling Challenges Orchestrated Efforts

Man vs Machine Man + Machine Goals Collaboration Intelligent AttributionCreativity

RTB DMP

Ad ServersOptimization

DSP

3 Methods for Improving & Measuring Engagement

Multichannel Data Licensing

Targeted Email x 31. Email Engagement Programs

2. Custom Audience Extension3. Multichannel Data Licensing

Non PII‘FaceLift’

Targeted Email Engagement Example

Targeted Email x 31. Targeted A/B Split

2. A/B Switch to Non-Openers3. Call to Action to All Openers

Custom Audience Extension

Non PII, ‘FaceLift’

Targeted Email x 3

Facebook for B-2-B-2-C 1.4 Billion Monthly Users757 Million Daily Users945 Million Mobile Users

Multichannel Data Licensing

Multichannel Data Licensing

Non PII, ‘FaceLift’

Targeted Email x 3

1. Your Own Prospect Database2. Leverage AMAP Platform3. Customize Your Programs4. Make it Personal

Measurement – ‘@ttribution’

Acquisition Email Source Ordered Delivery Open Rate Click to Open Conversion

Compiled List A ($35/M) 150,000 75.63% 1.94% 10.20% 0.15%

Compiled List B ($20/M) 225,000 96.13% 6.79% 5.50% 0.11%

Response List A ($150/M) 35,000 98.43% 13.42% 14.30% 0.21%

Response List B ($225/M) 20,000 94.18% 10.83% 17.00% 0.29%

Cooperative Database ($175/M) 75,000 91.64% 5.22% 12.98% 0.13%

I. Which Email Source Had The Best ROI?

II. Which Email Source Had The Best ROI?

Acquisition Email Source Delivered Cost Conversions Revenue Gross Profit

Compiled List A ($35/M) 113,447 3,970.65$ 165 11,550.00$ 7,579.36$

Compiled List B ($20/M) 216,293 4,325.86$ 248 17,360.00$ 13,034.14$

Response List A ($150/M) 34,452 5,167.80$ 73 5,110.00$ (57.80)$

Response List B ($225/M) 18,835 4,237.88$ 55 3,850.00$ (387.88)$

Cooperative Database ($175/M) 68,731 12,027.93$ 90 6,300.00$ (5,727.93)$

III. Which Email Source Had The Best ROI?

Acquisition Email Source Delivered Holdout Conversions

(Delivered) Conversions

(Holdout)Incremental Conversions

Compiled List A ($35/M) 113,447 30,000 165 (0.15%) 47 (0.16%) 0 (0.00%)

Compiled List B ($20/M) 216,293 50,000 248 (0.11%) 65 (0.13%) 0 (0.00%)

Response List A ($150/M) 34,452 10,000 73 (0.21%) 12 (0.12%) 31 (0.09%)

Response List B ($225/M) 18,835 10,000 55 (0.29%) 13 (0.13%) 30 (0.16%)

Cooperative Database ($175/M) 68,731 20,000 90 (0.13%) 21 (0.11%) 14 (0.02%)

IV. Which Email Source Had The Best ROI?

Acquisition Email Source Cost Incremental Conversions

Incremental Revenue

Lifetime Value (NPV)

Gross Profit (LTV Based)

Compiled List A ($35/M) 3,970.65$ 0 (0.00%) -$ -$ (3,970.65)$

Compiled List B ($20/M) 4,325.86$ 0 (0.00%) -$ -$ (4,325.86)$

Response List A ($150/M) 5,167.80$ 31 (0.09%) 2,170.00$ 5,106.44$ (61.36)$

Response List B ($225/M) 4,237.88$ 30 (0.16%) 2,100.00$ 4,941.72$ 703.85$

Cooperative Database ($175/M) 12,027.93$ 14 (0.02%) 980.00$ 2,306.14$ (9,721.79)$

Free Research Portals

1. IAB Digital Advertising Directory: http://directory.iab.net

2. DMA List Search Portal: http://lists.the-dma.org

3. Social Media Name Check: https://www.namecheckr.com

4. Quantcast Site Metrics: http://www.quantcast.com

Contact Information

Chris DeMartineEVP Data & Media ServicesStatlistics, Inc.69 Kenosia AvenueDanbury, CT 06810(203) 456-3566c.demartine@statlistics.com