Maximize the Value of Ad Retargeting

BlueConic is a customer data platform that harnesses the data required to power the recognition of an individual at each interaction, and then synchronizes their intent across the marketing ecosystem. BlueConic was founded in 2010, and is headquartered in Boston with offices in Europe. More than 90 brands leverage the platform to drive cross-sell and upsell initiatives, increase conversions, and decrease waste to grow incremental sales and revenue, including Volvo, The Boston Globe, PetPlan, ING and Ahold.”

A great infographic about retargeting

Infographic Summary

  • 90% of marketers say that re-targeted ads are as good as or better than search ads. It makes sense, re-targeting is simply the matching of a desired data segment, one of the most valuable parameters for a serious marketer.
  • 71% of marketers are spending between 10-15% of their digital marketing efforts on re targeting ads.
  • Marketers immature use of data and simplicity of approach results in the underwhelming re-targeting performance.

Despite considerable investment, current re-targeting efforts need to be…well.. ‘re-targeted for better performance.

Blueconics 5 Best Practices to Maximize your Retargeting

  1. Collect Insight into the types of customer that should be targeting, which starts with a cross-functional effort to define your audience and what types of messaging and content are likely relevant for them
  2. Gather behavioral data – larger-scale demographic data for the richest possible view of that individual
  3. Decipher the channel that is most contextually relevant for a particular user – which will change throughout their journey. Marketers will have the ost success reaching consumers by employing a truly cross platform and cross – device strategy
  4. Treat each segment uniquely – ensure that each individual within the prospective customer base recieves messaging specific to his or her motives and interests. Hone distinctly in on key segments likely to have high lifetime value, high propensity to convert, cart abandoners, or infrequent visitors with messaging geared toward unique interests or stage of the custoomers for each group.
  5. Measure more and more often. Regardless of what KPI’s you’re focused on improving, today’s agile marketer needs to measure with granularity and frequency to move at the speed of the consumer. Measurement of retargeting campaigns relative to specific groups of consumers and their lifetime value in addition to typrical performance metrics is a more robust and productive approach for long- term retargeting success