No hands! + Using data to automate performance marketing Intro to - PowerPoint PPT Presentation

Look mum, No hands! + Using data to automate performance marketing

Intro to Western Union Hundreds of thousands of In over 200+ countries We moved more than agent locations around and territories $300bn in principal the globe around the world in 2018 Transacting in nearly 150 The capability to send to Completing an average of currencies billions of bank accounts 34 transactions each world wide second in 2018

Why automate performance media? Reinvest money Increase Speed Save Retainer saved on more and Precision Time media Eliminate human error Standardised campaign structure Let your team focus on innovation, Bidding Strategies not set-up Acquire more customers Powering Personalisation

1. Dynamic Copy Testing | Utilising SA360 Feeds Corridor Keyword WU FX Rates Transformation Dynamic FX Rate Ad Headline JSON Feed Engine (XML) 220 Currency pairs (Corridors) A A/B test against standard copy showed ‘mixed’ results: • VS Test results inconclusive • No context – who actually knows what B a good rate is?

2. Providing Context | Dynamic bidding + Ad copy Dynamic FX Rate Ad Headline Mid-market FX rates Competitive FX: API BID UP Corridor Keyword Competitive WU FX Rates Transformation JSON Feed Engine (XML) context Standard bid/copy 220 Currency pairs (Corridors) Else: By monitoring competitive context we can create business Standard Ad Headline rules to define precisely when we display dynamic ad copy • Ability to automate higher bid to ensure ad is served in P1 • Ability to Automate standard copy as appropriate

3. Protecting branded search| Competitor activity Dynamic FX Rate Ad Headline Mid-market FX rates High competition: API BID UP Corridor Keyword Keyword Competition WU FX Rates Transformation JSON Feed Engine (XML) Score Low competition: BID DOWN 220 Currency pairs (Corridors) Standard Ad Headline Automatically respond in markets where Competitor branded competitors are bidding on WU branded keyword bidding search terms: • Protect branded position where competitors are most aggressive • Bid conservatively where competition low or non existent

4. Automated trafficking, Bidding + Ads| Display Online activity Bid strategy Dynamic copy Market rate FX Transformation WU FX Engine Dynamic creative Bid strategy Competitor search activity Campaign structure Personalised Ad

Automated budget allocation How to acquire *more* customers with the same budget? *shit loads

Averages mask a multitude of sins Avg. cost per Incremental < new cost per new customer customer

Plotting weekly spend reveals this • Spend and NCs have a non linear relationship • Dots below the curve represent inefficiency

Diminishing return curves (for days) 6 90 540 = X Channels Markets Curves

Maximise spend to the point of dim. ret. in the most efficient channel Allocate remaining budget to the ‘next best’ channel Max that channel out Allocate remaining budget to the ‘next best’ channel

Why automate performance media? Reinvest money Increase Speed Save Retainer saved on more and Precision Time media Eliminate human error Standardised campaign structure Let your team focus on innovation, Bidding Strategies not set-up Acquire more customers Powering Personalisation

ANY QUESTIONS ?