Marc Hergenröther

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THAT IS ME!My Road to Sucess with

Marc HergenrötherAffiliate Marketing

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HOW DID I START?HOW DID I START?CRITICAL KPIS- PREMIUM INVENTORY- ADSERVING TECHNOLOGY- MULTIPLE ADVERTISERS

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MARKET REQUIREMENTS

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MARKET GROWTH RATE

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HTTP://WWW.BLOOMBERG.COM/NEWS/ARTICLES/2015-02-25/THE-20-FASTEST-GROWING-ECONOMIES-THIS-YEAR

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INTERNET USAGE

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http://www.internetworldstats.com

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CREDIT CARD ACCEPTANCE

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DEMOGRAFICS

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…

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ACTIVITIES- DISPLAY ADVERTISING (POSTVIEW)- SEA- USER RETARGETING (6 MONTHS LATER)

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RESULTS?- ROI POSITIVE AT DAY 1- FIRST PAYMENTS AFTER 3 MONTHS- REVENUE: 30.000 EURO AFTER 3 MONTHS - BUT: DEPENDING ON SOME CASH COWS

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HOW TO SCALE?- MORE ADVERTISERS- MORE NETWORKS- MORE COUNTRIES

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Old Schooluntil 2012

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RealTime Advertising (RTA)• Programmatic Media Buy without personal contacts

• Realtime Bidding

• Multiple Websites with high transparency

• Huge Reach and Frequency

• Control about Price and Targeting

• Usage of User Data from different sources

• Delivery on multiple Devices

• Globales Frequency Capping

• Advanced Reporting – Reach and Frequency, Customer Journey, …

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HOW TO PROCEED IN THE FUTURE?

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DATA DRIVEN ADVERTISING

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THE FUTURE IS CUSTOMER CENTRIC!

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Product Intend

Clicker

Spendings

Personal Data

Step in the Sales Funnel

Search

User Intend

CRM and Offline Data

1st Party DataOnline Behavior, Keywords, Conversions, …

2nd Party DataData from niche websites, showing User Intend

3rd Party DataPurchased Data from Data vendors

Offline DataCRM Data, Loyalty Card, …

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collect adapt segment manage

DMP DSP

How does it work?

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RETARGETING

GeoPrague

DemograficsFemale, Age 25

InterestShopping, lifestyle,

IntendJimmy Choo, 39,

DeviceTablet

Prospecting

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Prospecting Targeting on new Audiences and potential customers, which were not in contact with the

advertsier yet (Prospecting/New Audience Targeting) - based on collected Data- Data from Visitors of specified Content Website (Contextual)- Demografic Data, collected via Facebook campaigns (Facebook)- Search Data from SEA activities (Intend Data)- Bannerclicks- Exclusion of existing customers(negative Retargeting)- 3rd Party Data

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Lookalike Modelling

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Lookalike Modelling Loookalike Modelling is looking for statistical twins of your current users or buyers, where many

parameters are likely the same

- Simular visited websites

- Simular reactions on Banners (Bannerviews and Clicks)

- Simular Website Behavior (Time Spent, Visited Categories and Products, Conversions)

- Weather situation at the time of the conversion

- Referring URL

- Used Keywords

- Geo….

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MANY THANKS!https://www.facebook.com/hergenroetherhttps://www.xing.com/profile/Marc_Hergenroether