Dorien Rompelman

1. Data Driven Advertising
Dorien Rompelman | Online Advertising Specialist

2. Takeaways
After this session you will
● Have use cases to try out
● Know requirements to make data actionable
● Examples on how to leverage data sources
● Have access to real time reporting
* This presentation only represents; (i) hypothetical situations, which are not current
practice at FedEx and/or TNT, (ii) personal view of the author(s) of the presentation.*

3. Nice to meet you!

4. NeedsBehavior
Pain
Points
Customer
Centric
customer
account
Touch
points
Interests

5. 1. Optimize on qualitative KPI’s
Go from optimizing on % of Lead gen
to % First time Actively Converting Accounts
Find best performing creatives / keywords on a deeper level
Automate your bid management with machine learning.

6. 2. Sequential Marketing
Create sequential marketing programs,
based on location of user in customer journey across all channels –
connection online / offline > higher relevancy
Retarget users that opened the eDM but did not convert
with tailored messaging via Social media.
When that same user gets back onto the website, a
personalized banner can be shown.

7. 3. Save costs
Target specific users to shift
to online transactions
Save on cost intensive client visits and many customer
support calls by targeting these users with specific ‘how to’
content for online self service.

8. 4. Higher conversion
Personalization on-site, based on this user’s firmographics
> company, industry, size
Directly match visitors IP addresses and find their
company name. Instantly serve targeted content on the
landing page, and serve tailored relevant info.
Making your visitor’s more likely to convert.

9. 5. Real time Reporting

10. Data

11. Data
From construction site to structured data lake

12. Data Engineering

13. Data connections

14. Data connections

15. Data connections

16. Data made actionable - DMP

17. Data made actionable - DMP
We feed Relay42 (our DMP) with relevant information we have stored in the data
lake. There we define what pixel needs to be fired where.

18. Start cooking

19. Real Time Reporting

20. Data – accessible via SQL
Example SQL coding & output table

21. Future Challenges
● Omnichannel sync of audiences
● How to prioritize on your defined audience segments
● User experience
● GDPR compliancy & cookie walls

22. Summary
Now you
● Have use cases to try out
● Know requirements to make data actionable
● Examples on how to leverage data sources
● Have access to real time reporting
So, what will you start with tomorrow?

23. Questions?