Marrying Behavioral Marketing and CRM with First Party Ad Serving

So in my last post I went through how behavioral targeting generates extensive acquisition marketing data that remains isolated from the advertiser’s in-house data repository.  An Advertiser must rely on the event-based BT network(s) that they advertiser on to collect data for them, then they have to pull that data into a central format – probably Microsoft Excel – to centrally analyze how they are acquiring leads in an anonymous format.  Once a lead is received and/or converted a CRM system can pick it up and it can be tracked by a combination of a site analysis tool and the CRM system.


In my last post, Where Behavioral Targeting and CRM Meet, and Where They Can Marry (XXXXX), I promised to offer up a better way to do this.  Specifically I want to examine how we can marry the acquisition marketing data sources and the customer data sources seamlessly.


I have talked in my previous posts about First Party Ad serving.  See: How Does Re-Targeting Work.  FPAS or DirectServe by TruEffect, enables an ad server to read and write cookies out of the first party domain, the advertisers domain.  So instead of all of the data being generated on the third-party network cookie, the data would be associated with the advertiser’s cookie.  The Ideal Online Advertising Campaign, Direct Response with Behavioral Customer Re-Targeting.  How to Get a Greater Share of Your Advertiser’s Budget extensively describes how a first-party ad serving campaign would be run by an advertiser, including across a network to generate leads whereby cookies are read and written by the ad server on a first-party cookie.


With FPAS the advertiser can still advertiser with BT on all the networks they choose.  No feature or capability is lost.  All we are talking about here is enhancement.  The next generation of technology, leveraging everything that already exists out there but using it differently.


Couple of scenarios.  First is customer re-targeting in the absence of BT (as BT is about prospecting new leads).  The advertiser can use FPAS to advertise on any web site and any network.  When a customer is encountered they are recognized and distinguished from a non-customer and a relevant ad is displayed.  Non-customers are treated like prospects and tradition third-party ad serving is conducted with features like cookie-targeted, storyboarded, day-part targeting and geo. 


When an individual clicks on an ad, if they are a customer, they are immediately recognized by the advertiser’s CRM system with the first-party cookie and treated accordingly.  If they are not a customer, they are also recognized because the ad server has written the first party cookie and associated the acquisition marketing data (all banners seen and all sites that the banners were seen on sequentially).  The advertiser can decide how to treat the new lead and associate the acquisition marketing data with the new record that will be created in the CRM system and treat that individual as a customer from that point forward.


Second scenario is customer re-targeting in conjunction with BT.  BT on networks can be conducted with the pixeling of an advertiser’s site.  The network will use its pixel-technology and cookie to select the advertiser when it is appropriate to promote its BT capability and then redirect to the first-party ad server for the selection of the advertisement which will be based on the recognition of the first-party cookie.  Multiple cookies can reside on the browser at the same time so this will work seamlessly.  The advertiser can work with as many networks as they wish and the First Party Ad Serving, customer re-targeting will work across every network, and every web site that they advertise on.


The end result is the marrying of the acquisition marketing data.


The First Party Ad Serving process writes data to the advertiser’s first-party cookie.  Any prospect that is encountered will have data written to the cookie.  Actually any individual that is encountered can have data written to the cookie if so desired.  The ad server can write which ads were seen and which sites they were seen on sequentially so that the advertiser can associate its online marketing efforts with that individual just like they do with other offline, traditional forms of marketing.


In my post, Maximize Return with a Marketing Model I comment on Charles Haggerty’s iMediaConnection’s article about multi-channel marketing analysis.  First Party Ad Serving brings forth the opportunity to integrate online advertising data with CRM, site analysis data with traditional customer knowledge.  The cross-channel view into an individual customer becomes that much more clear.  The creation of a new class, a new profile of digital customers is created with First Party Ad Serving.

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