Best Practices for Combining AdTech + Nurturing For Personalization at Scale Shaune Kolber Marketing Technology Consultant 4-26-17 Email: thru LinkedIn Twitter: @shaunekolber

Imagine… Real-Time Bidding and Creative Ad Tech Focuses on finding best audience and media opportunities (for best efficiency) and achieving a click-through, then using the landing site to allow users to self-serve additional and related content as they wish, rather than relying on banner ad to manage the conversation

+100s more sites Programmatic (profile-based) buying Cookie or profile-based ad buying Then (publisher-based) Now (profile-based) ITDMs (Want to target) Other people (DON’T Want to target) ITDMs (Want to target) Other people (DON’T Want to target) Focuses on finding best audience and media opportunities (for best efficiency) and achieving a click-through, then using the landing site to allow users to self-serve additional and related content as they wish, rather than relying on banner ad to manage the conversation +100s more sites

Non-Programmatic (Direct Buys) Programmatic (profile-based) buying Cookie or profile-based ad buying Then (publisher-based) Now (profile-based) Non-Programmatic (Direct Buys) Programmatic Show ads to whoever shows up Choose publishers, not specific audiences Everyone sees same creative No sequencing of messages Data does not feed back to Dell Show ads only to the people you want Build specific audiences, find them across the web Ability to personalize creative Can sequence messages Data feeds back to Dell for future campaigns Focuses on finding best audience and media opportunities (for best efficiency) and achieving a click-through, then using the landing site to allow users to self-serve additional and related content as they wish, rather than relying on banner ad to manage the conversation

“Programmatic” Ad-Tech Stack The “Golden Triangle” DSP (targeting) “Programmatic” buying DMP (data) “Programmatic” creative DCO (creative) Dynamic Creative Optimization (DCO); customizes the creative per customer Demand-Side Platform (DSP); real-time bidding for ad inventory Data Management Platform (DMP); helps build audiences

Asset-based Programmatic Shaune Kolber

DCO ad frame elements Finished ad Template (wireframe) Logo images Background Logo images Logo images Asset icons Asset description Asset description Asset icon CTA Intra-Banner Navigation Intra-banner navigation Call to Action image

Example of Asset-based campaign carousel from Stage 1 (General) Stage 1 -Multiple topics -Thought Leadership/ Industry Trends from Stage 2 Cloud Stage 2 -Single topics -Dell Solutions-focused content Focuses on finding best audience and media opportunities (for best efficiency) and achieving a click-through, then using the landing site to allow users to self-serve additional and related content as they wish, rather than relying on banner ad to manage the conversation

Example of Asset-based campaign Landing Page FULL Landing Page 1 1. Info-graphic 2. Embedded Lead gen form 3. Related Content Module 2 3 Focuses on finding best audience and media opportunities (for best efficiency) and achieving a click-through, then using the landing site to allow users to self-serve additional and related content as they wish, rather than relying on banner ad to manage the conversation http://enterprisesolutions.dell.com/assets/converged/claims/software-defined-storage-benefits/

Topic-specific Email Nurture Integrating Email Nurture with Programmatic campaigns 2. Embedded Lead gen form Speak to Sales 3. Related Content Module Topic-specific Email Nurture Focuses on finding best audience and media opportunities (for best efficiency) and achieving a click-through, then using the landing site to allow users to self-serve additional and related content as they wish, rather than relying on banner ad to manage the conversation

Topic-specific Email Nurture Integrating Email Nurture with Programmatic campaigns 2. Embedded Lead gen form Speak to Sales New Retargeting 3. Related Content Module Topic-specific Email Nurture Focuses on finding best audience and media opportunities (for best efficiency) and achieving a click-through, then using the landing site to allow users to self-serve additional and related content as they wish, rather than relying on banner ad to manage the conversation

US Future-Ready Enterprise Results Campaign Summary Q4 – Q2 – Continued gains even after 3 quarters US FRE Summary Campaign ran 3 Quarters Featured 3 topics: Storage, Cloud, Converged Infrastructure All KPIs improved significantly from Q4 to Q2 Shows continual performance gains even after 3 quarters Leads1 Cost per Lead (CPL) Cost per Visit (CPV) Cost per HVE (CPHVE) FY16Q4 FY17Q1 FY17Q2 Campaign D Q4 to Q2 KPIs **AWARD WINNER** US FRE DCO won “Best B2B Marketing Campaign” at the DMN Awards, March 2017. x $x x $x x $x 2x more 2x lower 9x lower $x $x $x 4x lower

Needs for Asset-based Programmatic Deployment Timeline for NEW campaign: Education (10 weeks out) Briefing1 (8-10 weeks out) Implement (8 weeks –> launch) Reporting & Testing (post launch) Timeline for changing EXISTING campaign: Education (not needed) Briefing (1-2 weeks out) Implement (1-2 weeks –> launch) Reporting & Testing (post launch) DCO Needs: You have 8-12 strong assets in a variety of form factors You have a campaign which will last a minimum of 3 months but preferably always-on You have a minimum of $50K media budget Appropriate lead time to launch/alter a campaign 1. We can give as much assistance as you prefer in completing the DCO brief!

Transactional Programmatic Shaune Kolber

Transactional DCO -- Ad frame elements Slots that have been created on the template (wireframe) control where the data elements from the data feed are positioned Approved design Frame template Finished ad

Transactional DCO -- Templates use a Product feed Allows for 1000s of versions with a handful of templates Version Version Version Version Version Version Version Version Version Version Feed data + Targeting RULES Dynamic Elements Dynamic Image

Transactional DCO -- Creative & Messaging Approach Category XPS / Latitude Product Page XPS 13 Configurator Page Message shows product within a family most recently viewed Message determined by the product a user has viewed Re-target users in the funnel, customizing the creative and message as much as possible, given the information available Message specific to the order code a user has configured Message specific to the order code a user has added to their cart Basket User removed from retargeting cookie pool Con-firmation

Needs for Transactional Programmatic Deployment Timeline for NEW campaign: Education (10 weeks out) Briefing1 (8-10 weeks out) Implement (8 weeks –> launch) Reporting & Testing (post launch) Timeline for changing EXISTING campaign: Education (not needed) Briefing (1-2 weeks out) Implement (1-2 weeks –> launch) Reporting & Testing (post launch) DCO Needs: You have lots of products. You have a campaign which will last a minimum of 3 months but preferably always-on You have a minimum of $50K media budget Appropriate lead time to launch/alter a campaign 1. We can give as much assistance as you prefer in completing the DCO brief!

And now onto the future Hopefully less this… And more this!

Best Practices for Combining AdTech + Nurturing For Personalization at Scale Key Takeaways AdTech gives greater engagement at less cost Email Nurture can be combined with display campaigns Start small and expand Shaune Kolber Marketing Technology Consultant 4-26-17 Email: thru LinkedIn Twitter: @shaunekolber