Smarter Advertising (Maria Slabaugh)

#monetatesummit

Smarter AdvertisingMaria Slabaugh, Candidate Marketing Director,

Dice.com

Turn discovered segments into targeted ad buys

Prepared and presented by:

Who is Dice.com?• Dice is a career site just for tech pros

• We’ve been a Monetate customer for 6+ months

Prepared and presented by:

• Everyone wants display to be DR

• Retargeting to rescue But how to measure lift?

• Needed to test and validate Key finding: Only 48% of view through conversions incremental

The Challenge of Display

Prepared and presented by:

So what else is out there?

Prepared and presented by:

Look-alike to the rescue• Non-retargeting display = 92% of

view through conversions incremental

• So how could we get more of that?!

• Enter look-alike targeting

• Match characteristics, behaviors, patterns of your best customers to find new targets

Prepared and presented by:

So how does it work?• Identify conversion patterns

• Learn about characteristics off your site

• Match them to their twins

• Target via display media

• Measure, measure, measure

• Oh, and test display platforms

Prepared and presented by:

**Not*that*we*don’t*like*hiding*them*in*presenta>ons

The End Result• Less waste

• Conversion costs plummeted ($28 to $0.31 per)

• Can finally put DR and display in the same sentence without asterisk*

Prepared and presented by:

Conclusion• Display media is constantly evolving

• Remarketing has its place

• Data and analytics not just for reporting; they feed display programs

• Successful look-alike test just a pixel and a partner away