In my next post, This I believe, I state my position on agencies, networks, ad servers, writers and pretty much all things online advertising related. In the end I offer up a reciper for putting together all of the technologies into a holistic, comprehensive marketing initiative. Here it is.
First let me redefine that a third party cookie is a vendor’s cookie and a first party cookie is an advertiser’s cookie. Here is the recipe:
(1) Starting with the tagging of a web site so that cookies can be set (first party cookies of course) when someone is on the site.
(2) Then add in Ad serving – first party ad serving (like the patent-pending DirectServe™) to promote products or services on the web.
(3) Mix in the search advertising and be sure to use the ad server’s first party cookie and leverage a redirect so that the search term can be embedded into the cookie so that when the user lands on the advertiser’s web page that search term is associated with that user.
(4) Deploy customer re-targeting advertising whereby you leverage customer segments from the eCRM database to recognize and distinguish customers through ad campaigns with specific banner advertisements, rich media and video.
(5) Deploy BT for anyone that visits the web site directly and cookie that user with a first-party cookie so that the re-targeting mechanism can work when they encounter that individual online (on a network or web site).
(6) Engage with a site-side analytics provider that will use a first party deployment – like WebSideStory – and take full advantage of tracking anonymous user behavior across your web site. Track all navigation patterns, entrance and exist points, product position preferences, sales cycles, etc.
(7) Leverage site-side analytics to write the first party cookie and segment the cookie value based on user preferences in association with CRM data.
(8) Feed the customer preference cookie value to generate the customer segments and associate the customer segments with creative target groups that the ad server will serve in the re-target campaigns (back to #4)
(9) Have the DirectServe™ write to the cookie during the ad serving process the details of the ad serving history to the cookie so that when a prospect of customer comes to the site, the site-side analytics software can internalize all of the external activity and use it for further analysis on how someone became a customer or how returning customers were reacquired. First party ad serving will give site-side analytics outside perspective of web marketing.
(10) Complete the circle by leveraging the holistic view by analyzing the reports on how you acquire customers through BT, Search and Banner advertising, how you re-acquire existing customers through DirectServe™ first party ad serving and how both types interact with your site using site-side analytics. Determine which messaging strategies, campaign combinations of banners and placements, search engines and terms and which technologies are delivering the greatest source of new customer and returning customer yield and make future media buying decisions based on that analysis.
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