In this presentation, Lisa Sullivan-Cross from ART.com (previously Pandora), talks about using data to identify behaviors and trends for acquiring users that stick around.

1. Using Data to Identify Behaviors
and Trends for Acquiring Users
that Stick Around
Lisa Sullivan-Cross, ART.com & Pandora

2. ART.COM | ALLPOSTERS.COM | ZENFOLIO 1
DATATOIDENTIFYBEHAVIORSANDTRENDSFOR
ACQUIRINGUSERSTHATSTICKAROUND
Lisa Sullivan-Cross
Art.com, CMO
lsullivancross@art.com
@sullycross

3. ART.COM | ALLPOSTERS.COM | ZENFOLIO 2
DATACENTRICMARKETINGDRIVESHIGHQUALITY
USERS,INCREASESEFFICIENCY
• Data Science for Targeting and Messaging
• New User Acquisition
• Reengagement
• Brand Building
• Measurement

4. ART.COM | ALLPOSTERS.COM | ZENFOLIO 3
DATASCIENCEFORTARGETINGANDMESSAGING
• Retention Segments
• Likelihood to Purchase Model
• Likelihood to Repeat Purchase
• Leading Indicators
• Churn Probability Score
• Product Recommendations
• Lifecycle Buying Patterns
Right Person, Right Time, Right Message

5. ART.COM | ALLPOSTERS.COM | ZENFOLIO 4
NEWUSERACQUISITION
• Negative Target Active Users
• Look-a-Like Segments Based on Attributes of Buyers
• Look-a-Like Segments Based on Attributes of Repeat Buyers
• Third Party Segments
Data Rigor Increases Efficiency

6. ART.COM | ALLPOSTERS.COM | ZENFOLIO 5
REENGAGINGLAPSEDUSERS
Product Usage Data
Demographic Data
Third Party Data Overlay
Reach users with the highest probability
of returning and converting to purchase
High Value Segments
Media Retargeting
Personalized Creative

7. ART.COM | ALLPOSTERS.COM | ZENFOLIO 6
BRANDCAMPAIGNS
KPIs on our brand campaigns are Awareness, Preference and
Consideration, with the secondary KPI of driving immediate orders
Allows us flexibility to pay for third party data overlays and to buy
programmatically to reach individuals
Pinpoint Target Audience

8. ART.COM | ALLPOSTERS.COM | ZENFOLIO 7
ADSEQUENCINGENABLEDBYDATAMANAGEMENT
Brand Video Ad Direct Response Ad

9. ART.COM | ALLPOSTERS.COM | ZENFOLIO 8

10. ART.COM | ALLPOSTERS.COM | ZENFOLIO 9
MEASUREMENT
• Deep metric post-backs to publishers for optimization
• Track all conversions (including view through) to a customer ID
• Measure incrementality and ROAS (optimize real time on most
correlative KPIs: CPO, AOV, CPATC)
• Multi-touch and customer journey attribution
• Follow cohorts over time to assess retention and LTV
Proves Marketing Value, Justified Larger Spend Levels

11. ART.COM | ALLPOSTERS.COM | ZENFOLIO 10
THANKYOU!

12. Want video access
Jamie Siminoff, Ring
This
could
be
you!
View recordings of all #GHConf17 presentations with our virtual pass
& purchase tickets for next year’s event at growthhackers.com/conference