Beyond cross-

device Latest innovations in cross-device, micro-segmentation and

online-offline tracking by applying identity-based marketing

technologies

Jonatan ZingerVP, Media Insights, M8

jonatan@M8agency.com

Thank you for having me*

*me =

+ + ++ + +

+ + + + + ++(a lot) more

+

We are people, not a demographic,not a session, not a

device

IDENTITIESDEMOGRAPHICS

Enter identity-based marketing

Which channel “knows” you best?

Traffic & conversions

FB IDs (based on cookies, app usage, email address or phone number)

Interests & characteristics

Traffic & conversions Customer segments

CRM

How it works

Micro-segments Cross-device Online <-> Offline

Tracking and targeting

- Existing customer targeting

- CRM-based messaging

- Online-Offline attribution

- Granular consumer insights

- Precise demographic targeting

- Affinity segment targeting and messaging (limited)

- Fuller customer journey understanding

- Cross-device targeting and remarketing

- Cross-device attribution

Cookies

Facebook IDs

CRM Data

Available starting end of

Q2, 2015(but here are some initial

application cases ;) )

EXPERIMENTAL

2xHispanics reach(against market

average)

50%Higher conversion rate

when reaching Hispanics

Applied to TargetingLatin American Airline

First Atlas success story – Hispanic affinity

3.5xFound non-Hispanic

publishers 250% more effective when

approaching Hispanics

20%Higher chance to be

male

Applied to ResearchGlobal Beer Brand

Facebook EDM Consumer Insight

57%Between 18-24 years old

79%Primarily mobile

300%Comment on 3x more

posts

600%Click on 6x more ads

Applied to CRMGlobal Hotel Holding

What we expect to achieve

•Understand the influence of online advertising on offline bookings (i.e. a person who booked in person in October got exposed to 5 online ads before they finalized their conversion).

Online-Offline attribution

•Reach existing customers online, regardless of whether they’ve been exposed to our online advertising before.

Existing customer targeting

•For those customers who booked offline and were not advertised to online, where can those customers be found online (i.e. other advertisers found our customers on ESPN and NYTimes, etc.)?

Prospecting guidance

•Integration with CRM database for the adaptation of online messaging to customer micro-segments based on their characteristics, qualifications and immediate needs.

CRM-based messaging

Member-get-member program

- Microtarget a population of only 6,000 high-end existing customers.- Cross-check of FB IDs and CRM database.- Segmented, personalized creative units.

Applied to Niche MarketingGlobal Health Insurance Company

What we expect to achieve

All of this is cross-device

What about privacy?Hashing (non-reversible fingerprints) of

individuals data

Client data is not used to feed 3rd parties without consent

Advertisers do their own segmentation and uploading of emails/phone numbers

…and still we should be careful, sensitive and

untrusting

Other key playersGoogle (Universal Analytics, Adometry)

Twitter (Tailored Audiences)

Amazon (AAP)

Apple (iAd)

What does this mean for eCommerce?

New insight into your mobile initiatives

New ability to pinpoint promotions

New value of your CRM database

?

How can we wake our

“dormant” customers?

Supermarket

How do we increase our

online reach on parents, beyond

specialized portals?

Toy Bricks-and-Clicks

How could we better

understand our prospects future travel intent?

Rail Operator

Could we test including shoe

size in our online creative?

Shoe Pure Player Retailer

Is our online advertising

influencing in-store

purchases?

Furniture Bricks and Clicks

What is the true ROI of our new

mobile platform?

Multi-brand Pure Player

Which questions would you ask?

Thank you!

Jonatan ZingerVP, Media Insights, M8

jonatan@M8agency.com