Transcript VP of Database Ari Saposh

Full Name
I
Company
I
Job Title
I
Email
VP of Database
Ari Saposh
Ari Saposh
I
Bridge Marketing
I
VP of Database
I
[email protected]
EMAIL + DESKTOP + MOBILE + SOCIAL
HOW TO ORCHESTRATE ACROSS CHANNELS &
DEVICES TO ACQUIRE NEW CUSTOMERS TODAY
Ari Saposh
I
Bridge Marketing
I
VP of Database
I
[email protected]
Bridge Marketing’s Ever-Evolving
Multi-Channel Solution
Data
Modeling
2010
Acquisition
Email
Marketing
Email
Hygiene &
Verification
MultiChannel
Campaigns
Agency
Services
Ari Saposh
I
2015
Bridge Marketing
Bridge
Data
Hub
Acquisition
of Motrixi
DSP
I
VP of Database
I
[email protected]
Get Personal. Talk to People, Not Pixels.
Multi-Channel
Messaging
Cross-Device
Targeting
Ari Saposh
I
Bridge Marketing
I
VP of Database
I
[email protected]
Coordinate Multi-Channel Communications
•
•
•
•
•
•
•
•
•
Email
Direct Mail
Retargeting – Email Responders
Retargeting – Site Visitors
Desktop Display
Mobile Display
Social
Video
Native
Ari Saposh
I
Case Study
• Multinational CPG company
• 1MM people
o 1/3 email only
o 1/3 mobile display only
o 1/3 both email and mobile display
• 4-week period
Performance Lift of
Multi-Channel vs. Single Channel
Lift in
Response
Lift in
Conversions
Display
70%
50%
Email
24%
21%
Bridge Marketing
I
VP of Database
I
[email protected]
Targeting Across Channels:
Apply Retention Marketing Best Practices
to Your Acquisition Marketing Program
Utilize a data partner that has
authoritative data matched to
postal and email records.
Create audiences
based on demographics, interests,
behaviors and advanced models.
Onboard your target
audience to find those people
online and on mobile devices.
Load your email list to social platforms to
create custom audiences.
Ari Saposh
I
Bridge Marketing
I
VP of Database
I
[email protected]
How to Build a Successful
Multi-Channel Acquisition Program
Set SMART Goals
• Separate PII from anonymous data
Profile
• Use hashing techniques to mask
email addresses
Target
• Maintain a double-opt-in process
when obtaining permission to
email
Score
Scale
Re-target
• Conduct regular privacy audits led
by unbiased experts (and make
sure your partners do, too)
Respect Your Customers
Report & Measure
• Be risk averse...thrill seekers don’t
last long in acquisition marketing
Optimize
Team Up
Ari Saposh
I
Bridge Marketing
I
VP of Database
I
[email protected]
One-Stop Acquisition Marketing Shop
• List Hygiene and
Verification
• Email Delivery
Experts
•Strategy
•Campaign
Management
•Creative Services
•Mobile Display
•Desktop Display
•Video
•Social
AGENCY
SERVICES
EMAIL
SOLUTIONS
DIGITAL
SOLUTIONS
DATA
SERVICES
Ari Saposh
I
Bridge Marketing
I
VP of Database
• Append
• Enhance
• Score
I
[email protected]
Newly Released White Paper
BUILDING A SUCCESSFUL
MULTI-CHANNEL ACQUISITION PROGRAM
A Playbook For Acquiring More Customers
Using Email, Desktop, Mobile & Social
Ari Saposh
I
Bridge Marketing
I
VP of Database
I
[email protected]
Contact Info
Full Name: Ari Saposh
Company: Bridge Marketing
Job Title: VP of Database
Email: [email protected]
Share an important takeaway you received
from this session using hashtag #DD20
for a chance to win an iPad