Corey Padveen - Personalization Through Data: Getting the Perfect Message to the Right Audience

1. Personalization Through Data
Getting the Perfect to the Right Audience

2. 2multifamily-social-media.com
@coreypadveen
@t2marketing

3. @coreypadveen
@t2marketing 3multifamily-social-media.com

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@coreypadveen
@t2marketing

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@coreypadveen
@t2marketing multifamily-social-media.com

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@coreypadveen
@t2marketing multifamily-social-media.com
Why are
we here?

7. 61% 40% 19%
Custom content
means closer
connections.
Personalized cross-
platforms
experiences mean
greater loyalty.
Data implementation
and UX
improvements lead
to higher sales.
Why does personalization matter?
7
@coreypadveen
@t2marketing multifamily-social-media.com
2015 data sourced from Captora, Janrain and Monetate.

8. 40% 39% 38%
Can’t access data
fast enough.
Can’t find the data
they need.
Can’t trust the data
they collect.
So, why is it so tough?
8
@coreypadveen
@t2marketing multifamily-social-media.com
2015 data sourced from eConsultancy.

9. Data Sources

10. Data Sources
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@coreypadveen
@t2marketing
Owned Social
Data
multifamily-social-media.com

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@coreypadveen
@t2marketing

12. Data Sources
12
@coreypadveen
@t2marketing
Owned Social
Data
Web
Data
multifamily-social-media.com

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@coreypadveen
@t2marketing

14. Data Sources
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@coreypadveen
@t2marketing
Owned Social
Data
Web
Data
CRM
Data
multifamily-social-media.com

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@coreypadveen
@t2marketing multifamily-social-media.com

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@coreypadveen
@t2marketing multifamily-social-media.com

17. Data Sources
17
@coreypadveen
@t2marketing
Owned Social
Data
Web
Data
CRM
Data
Industry
Data
multifamily-social-media.com

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19. Building Your
Target Audience

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Every audience is
created differently.
@coreypadveen
@t2marketing multifamily-social-media.com

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@coreypadveen
@t2marketing multifamily-social-media.com

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How do you go
about doing
this?
@coreypadveen
@t2marketing multifamily-social-media.com

23. 23
Segment initially by a
single, global criteria.
@coreypadveen
@t2marketing multifamily-social-media.com

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Drill down into tastes
and preferences.
@coreypadveen
@t2marketing multifamily-social-media.com

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Analyze matching
on-site behaviors.
@coreypadveen
@t2marketing multifamily-social-media.com

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Identify high-value
correlations in
content.
@coreypadveen
@t2marketing multifamily-social-media.com

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Create hypertargeted
content strategies.
@coreypadveen
@t2marketing multifamily-social-media.com

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@coreypadveen
@t2marketing multifamily-social-media.com

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@coreypadveen
@t2marketing multifamily-social-media.com
The (Not So) Little
Door Company
That Could

30. 30
Maximize the
returns from
social ad
spends.
@coreypadveen
@t2marketing multifamily-social-media.com
The Problem

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Identify audience
pockets best suited
for engagement.
@coreypadveen
@t2marketing multifamily-social-media.com
The Solution

32. 32
Analyze social
behaviors and match
to site activity.
@coreypadveen
@t2marketing multifamily-social-media.com
The Process

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852% rise in traffic.
400% rise in CTR.
240% rise in VPD.
@coreypadveen
@t2marketing multifamily-social-media.com
The Results

34. Building
Effective Ad
Campaigns

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Modern advertising
is not a one size fits
all model.
@coreypadveen
@t2marketing multifamily-social-media.com

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Each campaign
must be designed
to fit the audience
it is intended for.
@coreypadveen
@t2marketing multifamily-social-media.com

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What is the process
involved in
constructing these
campaigns?
@coreypadveen
@t2marketing multifamily-social-media.com

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Select the audience
you’d like to reach.
@coreypadveen
@t2marketing multifamily-social-media.com

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Craft content tailored
to its members’
tastes.
@coreypadveen
@t2marketing multifamily-social-media.com

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Separate placements
and content.
@coreypadveen
@t2marketing multifamily-social-media.com

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Set budgetary rules
and manual bids.
@coreypadveen
@t2marketing multifamily-social-media.com

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Repeat for all viable
audience pockets.
@coreypadveen
@t2marketing multifamily-social-media.com

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@coreypadveen
@t2marketing multifamily-social-media.com

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@coreypadveen
@t2marketing multifamily-social-media.com
Getting New Fans to the
Races

45. 45
Find a way to get
more women
interested in horse
racing.
@coreypadveen
@t2marketing multifamily-social-media.com
The Problem

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Based on identified
interests, launch an
educational event.
@coreypadveen
@t2marketing multifamily-social-media.com
The Solution

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Reach a series of
select audiences with
hypertargeted
content.
@coreypadveen
@t2marketing multifamily-social-media.com
The Process

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98% of campaign
traffic.
200% rise in
attendance.
145X ROI.
@coreypadveen
@t2marketing multifamily-social-media.com
The Results

49. Stay in Touch
49
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corey@t2marketinginternational.com
@coreypadveen
@t2marketing