#SMX #24C @AlexSuttonIII
Maximizing Data to Inform Direct Response Strategies
Conquering Google Display Network and Gmail Ad Targeting
#SMX #24C @AlexSuttonIII
Agenda
- Introduction- ImportanceofleveragingData- UnderstandingtheTravelUser- Personalizingthemessagetotheuser- MailboxTargeting:ApproachandResults
#SMX #24C @AlexSuttonIII
Leveraging data to inform our DR prospecting
- Bespoke segmentsallowsustoisolatepotentialrentersegmentsalotmoreefficientlyacrossGDN
#SMX #24C @AlexSuttonIII
Leveraging data to inform our DR prospecting
- Bespoke segmentsallowsustoisolatepotentialrentersegmentsalotmoreefficientlyacrossGDN
#SMX #24C @AlexSuttonIII
Regularly reads Travel related blogs
Browses videos of Caribbean resorts
Visited a hotel site to see photos of their ocean view
rooms
Compared prices on a travel review site
Travel Enthusiast
Considering a beach vacation
In-market for Travel to the Caribbean
Re-engage with a users with dynamic content tailored to
them
30 years old
Male
Earns $100K+/year
Beach Lover
Planning his next vacation
Understanding the travel consumer online behavior
#SMX #24C @AlexSuttonIII
Utilizing the email consumption data on travel enthusiasts
- AbilitytodetectFlights/Hotels/CarsBooked- AbilitytodetectTravelRewardsUsers- Abilitytodetectfrequenttravelers/businesstravelers- AbilitytodetectLifeStages
#SMX #24C @AlexSuttonIII
Desktop peaks during the workday
12am
Desktop
Phone
Tablet
1am 2am 3am 4am 5am 6am 7am 8am 9am 10am 11am 12pm 1pm 2pm 3pm 4pm 5pm 6pm 7pm 8pm 9pm 10pm 11pm 12am
% o
f to
tal e
ma
il m
ark
etin
g o
pe
ns,
by
de
vic
e*
Mobile peaks during commutes and lunch breaks
Tablet peaks in the evening
Source: US Email Marketing Open Share, by Device and Time of Day, 2015
Consider impact of time of day on user
#SMX #24C @AlexSuttonIII
GSP Performance
38%
13%12%
4%
22%
11%
GSP
Partner1
Partner2
Partner3
Partner4
Partner5
- GSPdrovethemajorshareofsuccesscomparedtootherprospectingpartnersovera3monthperiod.
- Whenscoredagainsteachother,GSPscoredsecondhighestinefficiency.
Source: DCM/Dashboard Data April 2016 – July 2016
#SMX #24C @AlexSuttonIII
Are the bookings incremental??
GSP
Source: Abakus April 2016 – July 2016
- Weknowthatalotofpeoplelookattheirmailinboxthroughouttheday
- Solookingpastthelasttouchpointandamulti-touchPOV,GSPwasanintroducerinthepathtobookingon17.5%ofallbookings