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

Why automate performance media? Increase Speed and Precision

Eliminate human error Standardised campaign structure Bidding Strategies Powering Personalisation

Save Retainer Time

Let your team focus on innovation, not set-up

Reinvest money saved on more media

Acquire more customers

WU FX Rates JSON Feed Transformation Engine (XML)

• 1. Dynamic Copy Testing | Utilising SA360 Feeds

Dynamic FX Rate Ad Headline Corridor Keyword 220 Currency pairs (Corridors)

A/B test against standard copy showed ‘mixed’ results:

• Test results inconclusive
• No context – who actually knows what

a good rate is?

A B

VS

WU FX Rates JSON Feed Transformation Engine (XML)

• 2. Providing Context | Dynamic bidding + Ad copy

Dynamic FX Rate Ad Headline Corridor Keyword

Mid-market FX rates API Standard Ad Headline

By monitoring competitive context we can create business 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

WU FX Rates JSON Feed Transformation Engine (XML)

• 3. Protecting branded search| Competitor activity

Dynamic FX Rate Ad Headline Corridor Keyword

Automatically respond in markets where competitors are bidding on WU branded search terms:

• Protect branded position where

competitors are most aggressive

• Bid conservatively where competition

low or non existent Standard Ad Headline

Competitor branded keyword bidding Mid-market FX rates API

Market rate FX WU FX Competitor search activity

Transformation Engine

• 4. Automated trafficking, Bidding + Ads| Display

Personalised Ad

Bid strategy Dynamic creative

Online activity

Bid strategy Dynamic copy Campaign structure

Automated budget allocation

How to acquire *more* customers with the same budget?

*shit loads

Averages mask a multitude of sins

• Avg. cost per

new customer

<

Incremental cost per new 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)

90

Markets

6

Channels

540

Curves

=

X

Allocate remaining budget to the ‘next best’ channel Maximise spend to the point of dim.

• ret. in the most efficient channel

Max that channel out Allocate remaining budget to the ‘next best’ channel

Why automate performance media? Increase Speed and Precision

Eliminate human error Standardised campaign structure Bidding Strategies Powering Personalisation

Save Retainer Time

Let your team focus on innovation, not set-up

Reinvest money saved on more media

Acquire more customers

ANY QUESTIONS ?