|Title||FINDING INTEL QUALIFIED PROSPECTS IN REAL-TIME|
|Product / Service||B2B|
|Category||A02. Creative Innovation (incl. business solutions in association with a brand or creative campaign)|
|Entrant||OMD CHINA Shanghai, CHINA|
|Media Agency||OMD CHINA Shanghai, CHINA|
|Entrant Company||OMD CHINA Shanghai, CHINA|
|Media Agency 2||OMD CHINA Shanghai, CHINA|
|Arlene Ang||OMD China||CEO|
|Deric Wong||OMD China||Managing Partner|
|Cynthia Zhang||OMD China||Group Business Director|
|Wen Jia||Annalect||Head of Platform Logistics|
|Jun Yuan||Accuen||Head of Accuen|
|Bruce Guo||OMD China||Analytics Manager|
|Barbara Liu||Accuen||Senior Manager, Programamtic Solution|
|Mark Goh||OMD China||Creative Innovation Director|
|Connie Yeung||OMD China||Associate Strategy Director|
|Sophie Lees||OMD China||Senior Strategist|
Targeting B2B customers, the IT decision makers, is never easy. For Intel it was especially challenging in China. Intel's prospects had incredibly long and complex purchase journeys, with information searched for varying according to context and time. With no audience insights, Intel had no choice but to display the same ads to all. Wastage was inevitable. The problem? Intel doesn't sell directly to the end-users, so even accessing crucial customer data was a challenge, let alone analysing it. The even bigger obstacle was that 3rd-party ad tracking platforms were isolated from each other in China. No technology existed to effectively combine and analyse different types of data from different sources about these IT decision makers. So, we created a technological solution of our own. This helped Intel identify qualified prospects, effectively influence them at specific points of their online journey using targeted messaging and drive them to learn more about Intel’s IT Centre.
This was the first time that Intel China successfully engaged IT decision makers across purchase cycles in real-time: • Engaged over 68 million unique qualified prospects; 85% of Google’s cookie pool of IT decision makers. • Highest engagement rate for Intel: six times higher for second-time retargeting, and twenty-four times higher for third-time re-targeting, than Google Display Network’s average. • After re-targeting, visitors 1.9 times more engaged than industry average. • CPA dropped 48% (9 times lower than the industry average). Intel Global is replicating our data innovation strategy not only to its larger B2B markets outside of China, but also for the B2C market in FY2015, meaning Intel’s wider customer base are set to benefit. After data informed the campaign criteria, target IT decision makers were more attracted to hot topics included in Intel’s ads. This was highlighted by the 28% increase in repeat visitors and the six-fold increase in content consumption rate from step 1 (prospect targeting) to step 2 (re-targeting after clicking ads). This was over double the rate of a regular campaign. Google is considering full development of the technology within its Media Network, meaning a wider range of industries may gain from our new innovation.
Intel had recurring business problem: they could not effectively engage with prospects. We developed a technology that solved this – combining Google’s existing Media Network with external data sources. Intel could then tap into a variety of different data (cookie level, dynamic advertising, onsite and third-party research). Our new technology transformed the way Intel interacts with its prospects, reducing wastage and improving customer targeting. We could now track behaviors in real-time, select key IT decision makers to target and collect their footpaths through over 5,000 cookie journeys from advertisement to landing page. IT decision makers also benefited: we delivered dynamic content that interested them, gaining continual engagement rather than repeating the same ads. We used keywords to identify and group Intel’s target segments by interest, and then pushed highly relevant content to them through the use of Google’s network. By measuring real-time responses to 100+ different native advertisements we served (with 200+tags on each creative), we correctly captured Intel's prospects. Then, we concluded rules for dynamic content, optimal frequency and our re-targeting strategy. As the prospects went through various stages of the purchase funnel, messaging was tailored to their specific situation, allowing us to effectively re-engage and reconnect with them.