1. Capture Demand
Marriott Site Audience Retargeting Using Criteo
Ready, Aim, Fire … Retarget
SMX West, San Jose, March 11,
Product Feed
Updated
Monthly
1

2. Who is Beeby Clark+Meyler?
• Award winning
interactive agency
focused on innovation in
media.
• Client portfolio includes
travel, retail, entertainme
nt, fashion, etc.
@josephlijo
@GoBCM

3. 5 Key Considerations for Remarketing /Retargeting
1. Build your Audience, then Remarket
2. Define Remarketing Strategy
1. Deliver Relevant Message to Audience
2. Prevent Audience Media Fatigue
3. Measure Incremental Benefit
3

4. 1. Build you Audience then Remarket
Brand Website Users Browsing the Web Build up at least 100K monthly unique
visitors to your brand website before
Small Audience = Limited Opportunity launching your remarketing campaign
Larger Audience Size:
Higher chances of intercepting
the audience on the web after
they leave your site
More granular segments with
targeted messaging
Larger Audience = Bigger Opportunity
Paid & Organic Search are two key
tactics to build your audience pool
before remarketing

5. 2. Define Remarketing Strategy
Identify & Evaluate Consumer Behaviors on your site and begin building a pool of anonymous
cookies to identify sizeable customer segments to remarket.
1 3
2

6. 2. Define Remarketing Strategy
Before you start, think about
what you want the customer to
do
Think beyond just sales. Get
customers or prospects to:
- Sign up for email
- Provide product reviews
- Shop for accessories after purchase
Align incentives/offers according
to customer value/benefit.

7. 3. Deliver Relevant Message to Audience
SIMPLE SEGMENTED CREATIVE DYNAMIC CREATIVE
BANNER FOR SEGMENT 1
BANNER FOR SEGMENT 2
Simple rules-based delivery of pre- Assembled in real time based on user
existing assets. profile.
Suitable for simple product portfolios Typically pulls site data/imagery/pricing
or where technology issues may
prevent use of more dynamic solutions Dynamic creative Solutions from
Adacado or Mediamind make this
Still more effective than standard possible
creative

8. 3. Deliver Relevant Message to Audience | Case Study
Kinder Care retargeting campaign utilized dynamic, data-driven creative to deliver a
28% lift in conversions. Messaging was assembled on-the-fly based on user data
profile.
Site Visitor Data Featured In Ad Landing Page
No Data
Previous Site Visitor User Flow
Location
Data
Program
Data
Program
and
Location

9. 4. Prevent Audience Media Fatigue | Manage Frequency
“ I hate those shoes that keep following me around everywhere I go, even on Facebook” –
Anonymous
Sample Frequency Distribution for Remarketing Campaign In remarketing campaigns, small
numbers of users can account for
a large number of impressions
Capping or managing your
frequency level can improve
reach/ROI and is less annoying to
consumers
Experiment with different
frequency segments to
determine the optimum rate for
your brand/product

10. 5. Measure Incremental Benefit | Control vs. Exposed
Study
User Visits EXPOSED: Always Shown a Client Ad CONTROL VS. EXPOSED
Music & Arts.com
13.2%
INCREMENTAL
Control Exposed
CONTROL: Always Shown a PSA Ad
A control-exposed structure was used to measure the difference in conversion between each
group. Only the “exposed” group was shown client’s display ad.
Only the incremental lift was used to calculate program return on advertising spend

11. 5. Measure Incremental Benefit | Impact on Paid
Search
Impressions Clicks Conversions
10X 10X
8X 9X 9X
7X 8X 8X
6X 7X 7X
5X 6X 6X
4X 5X 5X
4X 4X
3X
3X 2X
2X 2X 2X
1X 1X 1X
2011 2012 2011 2012 2011 2012
Overall search activity on branded search terms increased dramatically YOY
• 51% increase in branded searches
• 19.3% increase in clicks
• 51% increase in conversions
*This data represents brand campaign data for July 1 – September 30 for 2011 and 2012 11

12. 5 Key Considerations for Remarketing /Retargeting
1. Build your Audience, then Remarket
2. Define Remarketing Strategy
1. Deliver Relevant Message to Audience
2. Prevent Audience Media Fatigue
3. Measure Incremental Benefit
12

13. Questions?
Lijo Joseph
ljoseph@beebyclarkmeyler.com
@josephlijo
@GoBCM