Audience behavior informed marketing creates better results – and ROI for your marketing spend. In this session, AI experts Faraday discuss how to use predictive marketing to get in front of your ideal customer.

1. How to Maximize Media Spend on a
Limited Budget
Tight Budget? How to Get the Most from your Media
Planning Dollars
10am -10:30am PT | 1pm-1:30pm ET
How to Triple your Growth with External Marketing
Investment
10:35am-11:05am PT | 1:35pm-2:05pm ET
Using Predictive Marketing to Improve Results
Across Digital Channels
11:10am-11:40am PT | 2:10pm-2:40pm ET
Fireside chat: Maximizing holiday success on a
budget
11:45am-12pm PT | 2:45pm-3pm ET
Get the Most Bang
for Your Media Buck

2. Using Predictive
Marketing to Improve
Results Across Digital
Channels

3. Today’s Logistics
Kerry Mallett
Webinar Coordinator
Recording & slides will be sent
by tomorrow
01
Submit questions for live Q&A
04
03
Download relevant resources
Log back anytime with same link
02
02
Join our poll questions
05

4. WE’VE MASTERED THE
MEDIA THAT
MATTERS MOST
Tinuiti is the largest independent performance
marketing firm across Streaming TV and the
Triopoly of Google, Facebook, Amazon.
Employees
Media managed
Award-winning
culture*
$3B
#1
950+

5. Some of
Our Clients
Our
Recognition
For commerce leaders of today and the future

6. Our Speakers
ROBBIE ADLER
Co-founder & Chief
Strategy Officer
PERRY MCDERMOTT
Director of Marketing

7. Agenda
● Thinking Outside the “Blackbox”
● Refining Campaign Strategies
● Applying Predictive Tactics at Scale
7

8. How would you rate your use of
machine learning in your marketing
stack?
● 1 - Not using it yet
● 2 - Starting to use machine learning
● 3 - Using machine learning but not optimized
● 4 - Well integrated but room for improvement
● 5 - Fully using machine learning!
POLL

9. 25% 29%
Brands can’t (and shouldn’t) avoid the duopoly
Global digital ad spend on
Facebook last year
Global digital ad spend on
Google last year
They’re the modern landlords
Source

10. Core
audiences
Custom
audiences
Lookalike
audiences
Facebook Audience Types
Target audiences based on
demographic, psychographic,
geographic, and other criteria.
Target existing customers and
others who have engaged with
your business, online or off.
Reach new people whose
interests are similar to those of
your best customers.
Scaling can impact performance

11. Smart
campaigns
Automated
bidding
Manual
bidding
Google Campaign Types
Highly automated campaigns
that are great for small teams
looking to do more with Google.
Takes the heavy lifting and
guesswork out of setting bids to
meet your performance goals.
Reach new people whose
interests are similar to those of
your best customers.
All intent is not equal

12. On Facebook, your ad frequency is rising, CPA is
rising, and ROAS is dropping.
Why? You’re maxing out your reach with lookalike
audiences, and your competitors are targeting the
same core FB audiences.
On Google, CPC/CPA is rising and your conversion
rates are dropping.
Why? Short-tail keywords get more search volume,
but there’s more competition—they’re more expensive.
Performance
ceilings are real

13. How to break through the ceilings
What problems are you facing with
your ad spend?
1. Poor reach metrics
2. Poor engagement metrics
3. Poor conversion metrics
Understand the most practical
applications of ML in marketing
1. Predictive insights
2. Predictive targeting
3. Predictive personalization
Apply the right predictive marketing
tactic to break through your ceilings
1. Facebook lookalike seeding
2. Portable lookalike audiences
3. Predictive geotargeting
4. Geo-bid modifiers
Identify the problem Evaluate the predictive landscape Optimize and scale campaigns

14. Thinking Outside the “Blackbox”
and “Walled Gardens”
14

15. Poor reach
metrics
Poor
engagement
metrics
Poor
conversion
metrics
Identify the problem
Your ads are reaching the same
people over and over. This can
signify audience exhaustion.
Your ads aren’t speaking your
audiences’ language. This can
signify poor ad relevance.
Your ROAS is dropping, lead
conversion is dropping. This can
signify that you’re maxing out
qualified reach.

16. Refining Campaign
Strategies
16

17. Insights Targeting Personalization
Evaluate the predictive landscape
Identify common characteristics
of high-value cohorts to guide
strategic campaign decisions.
Requires the ability to segment
analyze your customer base
across multiple dimensions.
Develop and assign brand
personas to individuals in your
audiences to deliver relevant ads
across targeted channels.
Requires quantitatively
developed personas and
persona-aligned creative.
Use predictive models to identify
audiences and geographies for
ad spend optimization.
Requires sufficient historical
data for model training and a
machine learning platform.

18. Truly human insights
Burrow discovered that
their buyers were avid
readers, dog lovers, and
travelers, enabling the
brand to produce more
relevant ad creative.
Burrow
Insights Targeting
88% CAC reduction
Using custom-built
predictive models, Burrow
was able to reach new
audiences of likely buyers
resulting in a significant
CAC reduction.
Personalization
At every touchpoint
Using real-time persona
scoring, Burrow can enroll
contacts in personalized
email drips without the
need for additional forms
or questionnaires.
1 in 3 sales coordinated with predictive marketing

19. Applying Predictive
Tactics at Scale
19

20. Use persona-based
audiences (or other
themed segments) as
“seeds” for Facebook
Lookalike Audiences.
Applies to Facebook
Lookalike Audiences
Portable
lookalike
audiences
Facebook
lookalike
seeding
Predictive
geotargeting
Geo-bid
modifiers
Use custom-built
predictive models to
reach new audiences of
likely buyers across your
targeted channels.
Applies to Facebook
Custom Audiences
Tangible tactics to optimize and scale campaigns
Use custom-built
predictive models to
score populations and
prioritize high-value geos.
Applies to Facebook Core
Audiences and Google
Search Campaigns
Raise or lower your SEM
bids based on the
predicted value of your
target geos.
Applies to Google Search
Campaigns using manual
bidding strategies

21. Interior Define
Interior Define used
custom-built predictive
models to determine which
zip codes around the
country had the highest
propensity for conversion.
They applied those
predictions to adjust their
SEM bids and refine their
Facebook Core Audience
targeting criteria.
Geotargeting Results
Geo-bid modifiers on Google:
● 95% increase in conversions
● 147% increase in ROAS
Geotargeting on Facebook:
● 40% lower CPR
● 128% increase in ROAS
Using predictive geotargeting to scale ROAS

22. Take it one step at a time
Keep experimenting and iterating on Facebook and
Google — and stay cognizant of performance ceilings.
Familiarize yourself with predictions
Start with your data. See what you can learn. Then,
start to layer in third-party data and machine learning.
Employ the right tactics
Remember the limitations of each audience and
campaign — and how you can get past them.
Keep in mind

23. Schedule Your
Consultation
with a Growth
Media Expert

24. Q&A

25. Register now at tinuiti.com/TLC21

26. Thank you!

27. How to Maximize Media Spend on a
Limited Budget
Tight Budget? How to Get the Most from your Media
Planning Dollars
10am -10:30am PT | 1pm-1:30pm ET
How to Triple your Growth with External Marketing
Investment
10:35am-11:05am PT | 1:35pm-2:05pm ET
Using Predictive Marketing to Improve Results
Across Digital Channels
11:10am-11:40am PT | 2:10pm-2:40pm ET
Fireside chat: Maximizing holiday success on a
budget
11:45am-12pm PT | 2:45pm-3pm ET
Get the Most Bang
for Your Media Buck