1. The Dynamic Marketing Company
Version 1.0

2. WHERE CONSUMERS DECIDE AND ADS CAN INFLUENCE
WORK
HOME
TRAVELING
CAFE
Prospecting – a new opportunity

3. WHY PROSPECTING IS IMPORTANT
Find In-Market Users
Customise Strategies
Reduce wastage by precision targeting web users in-market for your services
Develop a bespoke approach for each each business and every campaign
Drive New Customers
Maximise Engagement
Bring new visitors to your site who will become your new customer base
Personalise ads
with the most relevant message or product

4. DATA DRIVEN TARGETING | Finding new, in-market customers
Geolocation
Location by town, city, postcode, lat/long
Lookalikes
Custom ID created from conversion data
In-Market Audience
Lifestyle and purchase intent
Temporal
Time of day and day of week
Demographic
Age, gender, socio-economic group
Real-time
Decisions
Products & Promotions
Specific messaging and relevancy
Contextual & Microsites
Unique data and inventory
Language & Nationality
Local languages and customs
Device & Situational
At home, at work or on the move
Weather
Actual conditions at user’s location

5. ADVERTISER & MARKET DATA
Secure, Protected
Data Environment
1st Party Data
2nd & 3rd Party Data
CLIENT
PARTNER
Address
Lifestyle segment
Age
Purchase Intent
Gender
Demographic #
Online Browsing History
Location & Device
Offline Purchase History
Work/Home
User data held by site owner
User data held
by Crimtan

6. DYNAMIC OPTIMISATION IN PRACTICE
1. Identify Prospecting Customer
2. DMP Establishes User Profile
3. DSP Delivers Relevant Creative
Gender Male
Age 18-24
Income Medium
AMAZING BARS
AND NIGHTLIFE
Interest & Intent Segments Travel, Entertainment, Music
Life stage Just left college, university
Discover the best nights out in Edinburgh
User Location Sheffield
Cookie ID #26c57bf752
Gender Female
Age 35-44
Income High
THE EDINBURGH RESTAURANT FESTIVAL
Interest & Intent Segments Travel, Foodie, Arts & Culture
Life stage Getting Married
>
Find out what’s happening
User Location Nottingham
Cookie ID #29a53bf245

7. SYNC ONLINE CAMPAIGNS WITH OFFLINE MEDIA
Amplify offline media activity with an integrated digital campaign
Geolocation, Time, Situation &
Custom Data Overlays

8. | DATA PLANNING & INSIGHTS
See what data helps boost campaign performance the most
See relative attributes of visitors who purchase to those who don’t
Have immediately actionable data for targeted delivery and optimisation
Build custom audience groups to launch your campaign
MARKET OVERVIEW OF ONLINE ECOSYSTEM
See size of available targeting and optimisation data across all UK online web users – not just site visitors.
Measure relative visitor profile and convertor performance indexed against rest of web.
Audience segment
Device
Geo location
Demographics
Home/Work

9. PERFORMANCE BY GEO Key Insights:
Broad interest from all over the UK and Northern Ireland.
The bulk of interest comes from the North West, Yorkshire and the Midlands.
Top performing cities include Stoke, Newcastle upon Tyne,, Preston, Liverpool
Key:
Bubble size: market reach
Colour: conversion rate index (green is better than average; red lower than average)

10. PERFORMANCE BY DEMOGRAPHY
Key Insights
Majority of visitors use the site after 7 o’clock at night
Predominantly female aged between 35 & 54.
Medium and high income
Visitors generally use site when at home

11. PERFORMANCE BY AUDIENCE SEGMENT
Key Insights:
Top segment is Travel.
There are other strong performing segments including Leaving The Nest, Getting Married.
Key:
Y-axis: size of the segment by market reach (higher = bigger)
X-axis: segment propensity to convert (higher = better)

12. AUDIENCE NUMBERS BY SEGMENT
The slide shows visitor numbers by Audience Segment
Key Insights:
Here bookings or conversions come from different segments to the general visitors
Top performing (converting) segments were Travel, Leaving The Nest & Getting Married
Top Visitor segments (by unique visitors) were Travel, Business, Academic and Entertainment
All your visitors may not all be of equal value

13. ARCHITECT™ CASE STUDY | HOBURNE HOLIDAYS
Most interest
Least interest
Average interest
Level of interest at different locations
Area Least interested in visiting a Hoburne Holiday Park
Seven holiday parks situated in South West England
Area most interested in visiting a Hoburne Holiday Park.
Concentrating ad spend in this region would produce the greatest ROI

14. ARCHITECT™ CASE STUDY | SOUTHERN TRAINS
Locations of visitors to Southern Train services website Size of each dot is relative the total user traffic to Southern Train’s site
Red area shows how Crimtan Architect can define and accurately target relevant postcodes of potential Southern Train customers
Route Map

15. UNIQUE DATA & TECHNOLOGY
TRUSTED PARTNER
UNIQUE DATA & TECHNOLOGY
EXCEPTIONAL SERVICE
AMAZING RESULTS