hyper-personal adverts, relevant on a customer-by-customer basis.
- Intelligent, data-fuelled retargeting
- Introduce off-line customer insight, models and segments
- Use CRM data to select the best ad content in real time
- Personalised display ad content
- Increased click-through rates and conversion
- Avoid cross-device cannibalisation
Tracking users across devices is a problem that many marketers share. It’s certainly not straightforward across an ever-more complex range of devices, platforms and apps. Whilst they enable retargeting on desktop, Cookies aren’t always the solution on mobile so we need to find another method.
Equally there are few tools that are up to the challenge. Google Analytics is great but it has some weak spots and will never provide an individual customer view.
To date marketers have had a limited number of options such as encouraging visitors to sign in or using data (browser, IP address, device and app associated with ad interactions) to model the probability of it being the same user.
Personalised ad creative.
What if we could look up previous offline purchase behaviour before serving an ad?
We could offer hyper-personal adverts, relevant on a customer-by-customer basis, rather than broad segments based on just impression data.
Working with Jaywing’s team of data scientists we’ve developed a new data architecture and approach that focuses on tracking individuals’ behaviour, rather than site trends.
Our approach liberates your data, allowing you to link your offline data with your online data for better insight, targeting and attribution. It provides completely customisable tracking for your requirements. It’s also safe, with advanced data cleansing and flagging, including multi-level bot detection and AdBlock recording.
Powerful, data-led retargeting
Single layer retargeting is based on previous behaviours or segment knowledge. For example, if a person has shopped with you before you might serve them an ad for a similar product or general sale.
Our dual layer approach, supported by sophisticated ad serving platforms, enables marketers to serve remarketing ads that lead to better click-through rates and conversions. Our models can predict buying propensity based on product lifecycles, price sensitivity and a buyer's previous purchase behaviour.
Epiphany and Jaywing’s sophisticated approach to retargeting draws on a range of data sources including ecommerce, eCRM, offline, loyalty schemes, purchase histories, existing segments, social, analytics, email open rate analysis and other campaign data.