1. DATA driven Targeting – Strengthening Display to
become effective alternate to Search
Presentation by : Siddharth Puri
Business Head – Tyroo Direct
1

2. About Tyroo
Advertisers
 India’s Largest Digital Reach Vehicle
 APAC’s Largest Performance Platform for E-
Commerce and Internet Businesses
 Over 5,000 handpicked publishers
 Reach – 19.2 Million UVs, 1.5X of Rediff, 60% of
Yahoo!1
 Competitively priced, Brand safe, Engaging rich
media formats
 Strong focus on ROI/performance goals
 Work with all major advertisers and agencies
active in digital – 200+ active campaigns at a
given time
 Multi – Format Driven – Display/EDM/Text
Links/ Product Feeds
Tyroo Reaches to nearly 50% of the total Indian internet audience
• 1ComScore May 2011

3. E-Commerce Marketing Team Goals
Goals Measurable Metrics
 Acquire First Time Customers  First Buyer to Repeat Transaction
from Paid Media to do Ratio
transaction on site
 Breakeven on Cost of acquisition  Gross Margin earned on each
of customer within gross margin transaction
earned on sale driven
 Have higher ratio of Prepaid  % of Credit Card to COD Order
Customers driven
 Zero Cancellation or Order  Cancellation/Returns Ratio post
Returns call Centre Order Verification

4. Paid Media strategy to acquire Customers
• Evolved Online Retailer – Established 3 years Ago , Leader in its segment
• Spending on an average 1Cr Per month on Digital Media
• Done Large TV advertising spends 2 times in last 12 months for Brand Building
Channel % Spend First Buyer to Gross Margin % Prepaid Cancellation/
Deployed Repeat Ratio earned on Users Return RTO
each Product Ratio
Direct Traffic 65% – 35% 8% 6%
Google SEM 35% 80% - 20% Breakeven 12% 8%
Facebook CPC 30% 70% - 30% (- 30%) 18% 6%
Performance 30% 65% - 35% Breakeven 4% 11%
Networks
Display/ 5% 60% - 40% (- 500%) 20% 10%
Others
** Basis Market Feedback and interactions with Marketing Departments

5. Display – Ugly duckling of Media Plan ?
Display’s Challenge is Lack of consideration of Brand Visibility aligned metrics
Without spend on display With 30% spend on Display
Impact on Direct Traffic X # of Transactions from 2X # of transactions from
Direct Traffic Direct Traffic
Impact on # of Organic Searches X# of Searches on brand 3X# of Searches on Brand
of Brand Keywords keyword Keywords
Impact on CTR and CR on other 10% improvement in CR
Channels across channels
Impact on Gross Sale Value 15% improvement in Gross
sales value

6. Data driven Display Advertising
Data Targeting
Data Targeting
Retargeting
Analyze visitors
Products
Seamless!! Analyze advertiser’s site visitor
Audience targeting and create original “persona”
in order to advertize audience
targeting based on profiling
CPA Optimized data.
プロファイリングターゲティング
non-targeting
Behavior
Gender
Age
Site Visitor
⇒ Retargeting Area
Efficiency : high Target Users : limited Others
“persona” user
⇒ Audience targeting based on profiling
Efficiency : medium Target
Users :medium
Non- Persona User
⇒ CPA Optimized non-targeting
Efficiency : law Target Users : large

7. Personalized Retargeting – How it’s work
1. As a visitor enters a merchant’s website, 2. When the visitor enters in the Tyroo
Media network - the system spots them.
they are tagged with a simple smart cookies
3.Tyroo recommendation engine
5. Tyroo shares Tracking Order Id 4. Then user clicks, returns to chooses the offering that are most likely
product page and completes to appeal for each visitor, based on
and Amount
purchase advance machine learning and wisdom of
the crowds algorithms

8. F.A.Q – Re-targeting

9. Q1. Do I pay on CPM/CPC/CPA ?
Ideal is to pay on CPA, but you don’t loose out even
paying on CPC as difference against normal CPC
advertising is higher Conversion ratio equal or some
time better than search

10. Q2. Why should I do it beyond SEM/SEO/Affiliate ?
Gain Advantages of Brand Visibility Metrics + create
another performing channel for incremental sales

11. Q3. How Much traffic is ideal to add Re-targeting to
Media Plan, Should one Do it if not spending money
on Paid Traffic?
Re-targeting is Ideal if your website has 10,000 Unique
Users Every Day

12. Q4. What Channel should I Trade off/Replace in my
strategy?
If you are spending <10% of your paid media budget on
Display including Google Display Network, you should
first allocate spend from this bucket, balance basis its
performance will start to win spends from other
Buckets

13. Q5. Should I do Display at all, If doing Re-targeting?
This decision should be taken after evaluating your
position in the brand management cycle.

14. Q6. What kind of Optimization is Required?
All Re-targeting Platform comes with by default CPA
optimization but now specialist platform also bring in
additional capability to optimize for Higher Order Value/
Higher First Buyer to Repeat Ratio among many other

15. Q7. Is it level playing field between large vs small
advertisers or competitive bidding environment as
Search?
Fortunately re-targeting doesn't get largely impacted
from media placement as input point on conversion
ratio, you are bidding for quality of user bidding on
probability of him converting basis marketing goal
metrics defined

16. Q8. What is the Minimum Budget to test the channel?
Its function of # of users on your site but for a site with
10,000 UU per day should setup a budget of 30,000
clicks for 3 months to measure impact.

17. Q9. Why 3 Months?
Re-targeting like Search need to be trained on metrics
and given opportunity to find right audience set
combination and ability to understand your traffic to
buying behaviour. Immediate impact seen as compared
to display advertising but needs some time to settle to
search advertising level

18. Q10. How to Create Benchmarks for evaluation?
Re-targeting or any other performance channels should
be pitched on metrics of Google Non Brand Keyword
other than SEO oganic brand keyword searches which
should compete against brand keywords

19. Thanks
Questions!!
Y