Digiday Brand Summit April 2014 TechTalk with TruSignal
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Transcript of Digiday Brand Summit April 2014 TechTalk with TruSignal
Moving Up the Funnel: Driving New Growth with High-Value Prospecting David Dowhan, President Digiday Brand Summit, Nashville April 27, 2014
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What Is Demand Creation?
In-Market
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Modeled Audiences
Prebuilt Segments and Demos
Target New Prospects Based on Customer Value
Conversion Convert Existing
Demand
Prospecting Create New Demand
Branding Build Awareness
TARGETING DATA
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Why You Need a Demand Creation Strategy
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Data Segment Campaigns
TruSignal Campaigns
In-Market Campaigns
Acquire high value customers
you are not reaching today
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What We Are Hearing from the Market
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“Need to prove that Display
“Looking for new ways to reach prospects
“We need to move up the funnel to grow and scale our business” – Insurance
“
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Case Study: High-Value Prospecting for Insurance Client
The Client Objective: “To grow my business with digital”
Acquire new customers Find higher value customers Prove it with data
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High-Value Prospecting
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TruSignal’s Data-Driven Demand Creation Solution
1. Audience Development
Offline Data
Sample of Best Customers
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Users Availablefor 1:1 targeting
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2. Digital Campaigns
CUSTOM AUDIENCE
News Feedand Mobile
Mobile
PromotedTweets
Video
RTBExchanges
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PremiumPublishers
3. Measuring Results
Lift 34%
Test Group
Control Group
Number of New Customers Matched
Campaign Results
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Custom Audience Development
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Finding micro-patterns in the data 1,000s of data attributes per record 50% of TruSignal data is not available online Weighted predictive model
State
HousingDensity
Presenceof Children
Homeowner
Age25–34
Income$50–$75K
Purchases:Clothing
Purchases:Linens
Purchases:Home Furnishings
Visa/MCUser
Hobby:Antiques
AutoOwnership
RevolvingDebt
PoliticalAffiliation
60 DayPast Dues
RevolvingDebt
<$2,000
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Multi-Channel Targeting and Optimization
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CUSTOM AUDIENCE
News Feedand Mobile
Mobile
PromotedTweets
Video
RTBExchanges
$$$$
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PremiumPublishers
Scalable Audience Targeting Same users, multiple channels
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Measuring Results
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New Customers
Test Campaign Ad
PhoneSearch
Website
Direct Mail
In-Store
TV
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CLift 16%
Test Group
Control Group
Number of New Customers Matched
Campaign Results
New Accounts 34% greater value
16% Lift in New Sales Activity
Offline CRM Matching Process
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Things to Remember
Target new prospects based on customer value using offline data
Reach high-value prospects you are not reaching today
Prove the incremental growth for your business with data
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High-Value Prospecting
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Thank You!
The Demand Creation Experts
David Dowhan, President
www.tru-signal.com @[email protected]