A Tactical Retargeting Field Guide For Really Smart Marketers

Posted in Paid Marketing

9: “Similars” & Third Party Big Data
There are a number of emergent big data sets, both demographic and psychographic. They also surround occupation, workplace, skills, product affinity, education, and others. This includes first and third party data. Names you’ve heard of include DataLogix, BlueKai, Clearspring, Lotame, and niche data sellers like Forbes, MasterCard and Expedia. Any first party retargeting cookie you set (from your site visitors) can be further filtered by these third party big data services.  You can even target users by category, across multiple data services and serve them ads… even if those targeted have never been to your site.

Some DSPs, like Quantcast, have the ability to analyze users who visit your website.  They place code on your site and map visitors to other places the visitors have been. Some services track variables of visitors behavior on your site. Others mashup first party, analytics, and layers of third party data.

Ask potential partners how they use first and third party data. First party data means the users were on your site. Third party data means they were on somebody else’s site.  It may be hard to get to the bottom of some retargeting companies doublespeak. In future blog posts, we’ll be going deep into the interrelationships defining the big data industry as pertains to publishers and marketers.

Little Changed About Marketing, Retargeting = Amplification Of What Works
In the end, all of timeless marketing values rule. What are we telling which customers where in the process? How does the creative drive users towards conversion, appropriate for each time we touch the customer with targeting and retargeting? These are the same questions we’ve always asked.

Respect Your Audience: Don’t Be A Remarketing Creep!
Don’t be gross by assaulting your audience with never-ending ads. Limit daily frequency caps and pay attention to when ads start, end, how long they run, and how often they repeat. Retarget to serve your customers greater good. Be a good marketing witch :) .

The upheaval we’re experiencing as an industry is not much different than GoTo.com’s first search PPC (1998), AdWords (2000), Universal SERPs, the onset of personalized SERPs, and social media. Now as always, strategic guile remains the essential element. Creativity, execution, and a keen understanding of products and customers are more important than ever.

Image Credits: Le penseur de Rodin: © patleem – Fotolia . com, Two girl Twins: © Andrey_Arkusha – Fotolia . com, Marketing and Strategy: terrymorris – istock .c om, Albert Einstein: arteyfotografia . com . ar, © Sergey Nivens – Fotolia . com

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  • AQ

    I’m familiar with retargeting as a consumer but have not had an opportunity to use it with any of our clients. One thing that interests me are psychographics and how consumers’ perceptions influence what they buy. So my question is, have you ever seen two related brands partner to retarget each others’ business?

    For example, if I am a punk rock record label and I know my listeners like to skateboard, could I hook up with a skate shop to retarget visitors to both our sites and vice versa?

  • Stephen Marsh

    I had no idea this was even a thing.

    That is so, so smart (and oddly manipulative).

  • Justin

    This is a great tactic, but I see these ads all over different web sites for products that I have already purchased. However, it is not a repeat purchase after the initial purchase. It is a one time thing. Im not going back to theis company because the one thing I purchased is all that they offer. At that point it almost becomes of no use and a waste of money.

  • David

    I’ve tried adRoll and Adwords remarketing, targeted Facebook ads, each with moderate success-adRoll can get to be quite expensive very fast if you run multiple campaigns and don’t severely limit your target audience.

    Looking at Quantcast for next year, though it is highly reliant on targeting only Quantcast enabled sites it seems.

    The big hurdle we struggle with is how to identify those users who may be cookied on multiple devices but only convert on one. Any ideas on how to overcome this problem?

    • Marty Weintraub

      David, Remarketing is like a horse: crap in and crap out. If we’re amplifying great marketing it works way better than trying to squeeze blood out of a stone.

  • Philip

    Interesting article.
    I work in mobile gaming and the funnel system is a common area of analysis.
    psychographics is going to grow more important as a retargeting method.
    I agree with Justin, sometimes I’ve already bought the item and still get retargeted ads for the same product. There is certainly some work to be done in this field.
    On that note, which companies are getting it right in the field?
    I heard great things about Criteo.
    Look forward to reading more on this subject.

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