User Segmentation: The Devil is in the Data !

Matt McGee !Director Digital Marketing, Push. !mmcgee@pushhere.com !pushhere.com

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• Over 7 years of direct digital media experience

!• Brand experience: Johnny Rockets, Sonny’s

BBQ, Yale University, Wake Forest University, AT&T, IGN, & Valencia College

!• Areas of expertise in: SEM, SEO,

Remarketing/Retargeting, Social Marketing, Mobile/Video, and Analytics

About Me

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Horizontal Segmentation

Custom Message Custom Message Custom Message

One Message for the Masses

No Perfect Bell Curve

• 75% of mobile users use their mobile device when shopping

• The global mobile market will grow from $3.4 billion in 2010, to $22 billion in 2016

• 53% of American consumers use their smartphones to access search engines at least

once a day

• Tablet sales have begun to outperform those of laptops

• 95% of mobile users use their devices for local search

• 9 out of 10 mobile phones searches result is a purchase or visit

• 3 out of every 5 searches are conducted on a mobile device

• 99% of smartphone owners use their mobile device at least once a day

Sources !marketingland.com econsultancy.com nielsen.com aericon.com grideyeco.com

Data Doesn’t Lie

Google Segmentation

Info Just for You

“If you’ve got a flight reservation saved in your Gmail, you can ask the Google Search app, ‘What gate does my flight leave from?’ and get the answer directly. You can also ask about shipments (‘Where’s my package?’) or for

appointments (‘When do I have yoga?’). All this is private of course, visible just to you.”

Amit Singhal, Google Head of Search

Most Powerful Reach

Google Analytics

Google Adwords

Parents Beware

Facebook

Thanks.

Questions?

@Matthew_McGee Director of Digital Marketing

Push. mmcgee@pushhere.com