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@JmGagnon | @BingAds @JmGagnon | @BingAds Trends and Techniques for Marketers and Data Geeks John Gagnon Bing Ads Evangelist
@JmGagnon | @BingAds@JmGagnon | @BingAds
Trends and Techniques for Marketers and Data Geeks
John Gagnon
Bing Ads Evangelist
@JmGagnon | @BingAds
Rethinking.
@JmGagnon | @BingAds
@JmGagnon | @BingAds
Big data. Right data.
@JmGagnon | @BingAds
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@JmGagnon | @BingAds
@JmGagnon | @BingAds
@JmGagnon | @BingAds
Food Science & Psychophysics
Howard Moskowitz
@JmGagnon | @BingAds
Food Science & Psychophysics
Malcolm Gladwell
@JmGagnon | @BingAds
TedTalk: Malcolm Gladwell
Let’s Talk Spaghetti Sauce
@JmGagnon | @BingAds
Early 70’s: the Perfect Diet Pepsi
@JmGagnon | @BingAds
“There's this new thing called aspartame, and we would like to make Diet Pepsi. We'd like you to figure out how much aspartame we
should put in each can of Diet Pepsi, in order to have the perfect drink."
@JmGagnon | @BingAds
8% to 12%
Sweet Spot:
@JmGagnon | @BingAds
There is no ‘perfect’ Pepsi, only perfect Pepsis!
@JmGagnon | @BingAds
Varied them according to every conceivable way that you can vary tomato sauce:
–by sweetness
–by level of garlic
–by tartness
–by sourness
–by tomatoey-ness
–by visible solids
Prego in the 70’s & 80’s
@JmGagnon | @BingAds
@JmGagnon | @BingAds
$600M in 10 years
1. Plain2. Spicy3. Extra Chunky
What did Americans like?
@JmGagnon | @BingAds
Multiple “Perfect” Spaghetti Sauces!
@JmGagnon | @BingAds
@JmGagnon | @BingAds
There is no ‘perfect’ landing page. Only perfect landing pages!
@JmGagnon | @BingAds
Personalized Landing Pages
@JmGagnon | @BingAds
Which segments of your audience is more valuable?
@JmGagnon | @BingAds
$500Nov 18th, 2012 | in Austin TX
Nov 18th, 2012, in Austin TX
@JmGagnon | @BingAds
More Demand + Fixed Supply = Higher Price
Drives Profitability
“Record breaking revenue last week”, the week of _________.
January 21st, 2013 in our nation’s capital?
@JmGagnon | @BingAds
57th Presidential Inauguration
August 30th, 2012 in Seattle
@JmGagnon | @BingAds
Aug. 30th, 2012
Break seasons down into predictable & measurable
“micro-events”
@JmGagnon | @BingAds
?Nov 17th, 2013
Circuit of the Americas
$505.74
Attendees to Major Seattle Events
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Campaign Timing
Public Data
@JmGagnon | @BingAds
@JmGagnon | @BingAds
$72.5B2nd Most, Only behind Winter Holidays
@JmGagnon | @BingAds
September 9th 20131,000,000+ NYC K-12 Students
@JmGagnon | @BingAds
August 13th 2013600,000+ Los Angeles K-12 Students
@JmGagnon | @BingAds
School start dates vary by district. This is publicly available data.
@JmGagnon | @BingAds
Predictive Marketing
@JmGagnon | @BingAds
1. When is the 1st day really?
2. How long before school starts do parents start buying?
When Parents Will Shop for Back-to-School
72%: 1 week to 1 month
22.4% Starting Earlier
Less Effective Ad Spend after school starts?
August 5th, 2013180,000 in Hawaii
August 13th, 2013600,000 in Los Angeles
August 26th, 20135,000,000 in Texas
When does the 1st Day of School really start?
856k Wisconsin
What does this look like with current tools?
7.2M California Students
What does this look like with current tools?
This is the “best” we can do. It’s not enough.
Number of Students Going Back to School by 1st Day
Bing Maps + Excel Charting on Steroids
@JmGagnon | @BingAds
Impress. Insight.
Putting it all together
The right audience
The right time
The right tools
@JmGagnon | @BingAds@JmGagnon | @BingAds
www.bingads.com/agencyhub
Bing Maps + Excel Charting on Steroids
@JmGagnon | @BingAds@JmGagnon | @BingAds
