Blog Post:Used by over 90% of businesses, there is no doubt that email is still one of the most popular channels with marketers. That said, as social networks, instant messaging and in app push notifications become more important, the increasing amount of channels means that people may begin to move away from email as a communication channel. Recent developments such as Unroll.me and Gmail Primary inbox illustrate this change even further – but, just because someone doesn’t see or engage with your email, doesn’t mean you can’t leverage that data in other ways.Every business is sitting on a mountain of valuable data – a CRM system alone will have at least some of the following: email subscribers, current customers, dormant customers, loyalty scheme members, customer at risk of churn and so on – wouldn’t it be great to make use of this in other channels? Facebook Custom AudiencesOne way to leverage this is via Custom Audiences on Facebook. Along with FBX (Facebook Exchange- a Facebook ad purchasing platform, retargeting users on Facebook based on 1st and 3rd party cookie data), it has been an integral part of Facebook’s transformation in recent months into a significant always-on channel for marketers. Custom Audiences allow you to target specific users on Facebook based on existing CRM data. For example, data such as email or phone numbers are hashed and securely uploaded to Facebook where it is matched to the data Facebook already has. Facebook then allows targeting of these user segments with ads on Facebook. What’s important is that Custom Audiences target the user and not the cookie. If I’m engaging with your brand across different touch points - desktop, mobile, tablet, even multiple desktop devices - it’s important to be able to realise I am the same user, and reach me across these devices while delivering a consistent and tailored experience. This is reflected in Adobe’s the 2014 Digital Trends report: which showed that 20% of in house marketers and 17% of agency marketers feel that customer experience is the foremost opportunity in 2014 and custom audiences allow you to easily deliver a tailored experience to a particular custom segment, for example the ability to show new customers a different offer to existing customers. A similar shift is also being seeing in the tracking space with players like Facebook & Twitter’s proprietary tracking systems being based on users and not cookies via apps which are logged in constantly across devices. A Facebook study showed that while for a single day the relationship between cookies and people was 93% accurate, when looked at over a six week period for half of the population measured, the one-to-one relationship between cookie and person was broken, distorting the measurement of audience reach and frequency with Facebook promising to 'roll out a new people-based measurement capability soon.' –my guess is a cookie/user hybrid which will allow cross device measurement and techniques such as view through tracking on mobile which have previously been technically challenging. Building on their initial success Custom Audiences now come in many forms: lookalike audiences which analyse your custom audiences and generate a new audience with similar traits which contains none of the original members, perfect for acquiring new customers. In addition to this there are also Website and Mobile App Custom Audiences which capture Facebook ids from users visiting your site/app to create Custom Audiences. …So how can using Custom Audiences help your business? Facebook Custom AudiencesFirstly, prevent wastage or irritating customers by excluding Custom Audiences that contain customers you don’t want to target – this technique is especially valuable to Gambling/Gaming clients or anyone focused solely on acquisition. Using Adobe Media Optimizer it’s also possible to automate the upload of your audiences so you have this data in real time and to allow your team to focus on strategy and creative. If you're investing heavily in mobile apps, but still struggle with mobile app ROI, you can use Custom Audiences to retarget people who take actions in our app to better connect the dots between customers who use your mobile apps, but may purchase on other devices. For example, a customer may use your mobile app to research hotels for a business trip, but is required to purchase through a corporate portal via their laptop. With Custom Audiences, a travel marketer could present this person with a desktop-based incentive offer on desktop, driving them to complete the purchase they originally researched on the mobile app. A recent example of a customer who used Custom Audiences to increase its ROI is a US education company helping individuals achieve educational and career goals. Through using Custom Audiences, the company’s lookalike or ‘new’ audiences saw a 199% increase in Revenue per Click (RPC) and 59% decrease in Cost per Lead (CPL). Lookalike audiences that are also leveraging Facebook native targeting had a better CTR (447% higher), RPC (51% higher), and CPL (46% lower), with the likes and interests enabling increased tailoring of creative to the appropriate interest groups. To increase online sales, Adobe is also working closely with Lazada, a Rocket Internet venture operating in Malaysia, Indonesia, Vietnam, Thailand and the Philippines. The E-commerce retailer relies heavily on the widerange of native Facebook targeting capabilities and results from Custom Audiences, Lookalike Audiences and Website Custom Audiences show especially strong performance. In particular, early results have already shown that newly introduced Website Custom Audiences had extremely positive results with an increase of 202% in ROI and a 66% lower Cost per Order (CPO) compared to average. In contrast, only using generic targeting led to a 10% higher CPO and a decrease of 38% in ROI for Lazada, demonstrating the impact of tailored targeting. [caption id="attachment_7618" align="alignright" width="300"]Lazada performance data with Custom Audiences Lazada performance data with Custom Audiences[/caption] These are just two examples but the possibilities are endless, with an abundance of opportunities and reward for creativity, smart segmentation and testing. Custom Audiences allow you to reach your customers on mobile where your traditional retargeting cannot, while combining with Facebook demographic and 3rd party data to create a relevant tailored customer experience. Custom Audiences are a powerful way of targeting and leveraging existing data, allowing your businesses to reach the right people at the right time. At Adobe, we can help you leverage these so contact us know to learn how you can take retargeting to the next level. Author: Date Created:9 April 2014 Date Published: Headline:Using Facebook Custom Audiences to find the right audience Social Counts: Keywords: Publisher:Adobe Image:http://blogs.adobe.com/digitaleurope/files/2014/04/Adobe_Blog-Header-images_1640x920_24.jpg

Used by over 90% of busi­nesses, there is no doubt that email is still one of the most pop­u­lar chan­nels with mar­keters. That said, as social net­works, instant mes­sag­ing and in app push noti­fi­ca­tions become more impor­tant, the increas­ing amount of chan­nels means that peo­ple may begin to move away from email as a com­mu­ni­ca­tion chan­nel. Recent devel­op­ments such as Unroll​.me and Gmail Pri­mary inbox illus­trate this change even fur­ther – but, just because some­one doesn’t see or engage with your email, doesn’t mean you can’t lever­age that data in other ways.Every busi­ness is sit­ting on a moun­tain of valu­able data – a CRM sys­tem alone will have at least some of the fol­low­ing: email sub­scribers, cur­rent cus­tomers, dor­mant cus­tomers, loy­alty scheme mem­bers, cus­tomer at risk of churn and so on – wouldn’t it be great to make use of this in other channels?

Facebook Custom AudiencesOne way to lever­age this is via Cus­tom Audi­ences on Face­book. Along with FBX (Face­book Exchange– a Face­book ad pur­chas­ing plat­form, retar­get­ing users on Face­book based on 1st and 3rd party cookie data), it has been an inte­gral part of Facebook’s trans­for­ma­tion in recent months into a sig­nif­i­cant always-on chan­nel for marketers.

Cus­tom Audi­ences allow you to tar­get spe­cific users on Face­book based on exist­ing CRM data. For exam­ple, data such as email or phone num­bers are hashed and securely uploaded to Face­book where it is matched to the data Face­book already has. Face­book then allows tar­get­ing of these user seg­ments with ads on Facebook.

What’s impor­tant is that Cus­tom Audi­ences tar­get the user and not the cookie. If I’m engag­ing with your brand across dif­fer­ent touch points — desk­top, mobile, tablet, even mul­ti­ple desk­top devices — it’s impor­tant to be able to realise I am the same user, and reach me across these devices while deliv­er­ing a con­sis­tent and tai­lored expe­ri­ence. This is reflected in Adobe’s the 2014 Dig­i­tal Trends report: which showed that 20% of in house mar­keters and 17% of agency mar­keters feel that cus­tomer expe­ri­ence is the fore­most oppor­tu­nity in 2014 and cus­tom audi­ences allow you to eas­ily deliver a tai­lored expe­ri­ence to a par­tic­u­lar cus­tom seg­ment, for exam­ple the abil­ity to show new cus­tomers a dif­fer­ent offer to exist­ing customers.

A sim­i­lar shift is also being see­ing in the track­ing space with play­ers like Face­book & Twitter’s pro­pri­etary track­ing sys­tems being based on users and not cook­ies via apps which are logged in con­stantly across devices. A Face­book study showed that while for a sin­gle day the rela­tion­ship between cook­ies and peo­ple was 93% accu­rate, when looked at over a six week period for half of the pop­u­la­tion mea­sured, the one-to-one rela­tion­ship between cookie and per­son was bro­ken, dis­tort­ing the mea­sure­ment of audi­ence reach and fre­quency with Face­book promis­ing to ‘roll out a new people-based mea­sure­ment capa­bil­ity soon.’ –my guess is a cookie/user hybrid which will allow cross device mea­sure­ment and tech­niques such as view through track­ing on mobile which have pre­vi­ously been tech­ni­cally challenging.

Build­ing on their ini­tial suc­cess Cus­tom Audi­ences now come in many forms: looka­like audi­ences which analyse your cus­tom audi­ences and gen­er­ate a new audi­ence with sim­i­lar traits which con­tains none of the orig­i­nal mem­bers, per­fect for acquir­ing new cus­tomers. In addi­tion to this there are also Web­site and Mobile App Cus­tom Audi­ences which cap­ture Face­book ids from users vis­it­ing your site/app to cre­ate Cus­tom Audiences.

…So how can using Cus­tom Audi­ences help your business?

Facebook Custom AudiencesFirstly, pre­vent wastage or irri­tat­ing cus­tomers by exclud­ing Cus­tom Audi­ences that con­tain cus­tomers you don’t want to tar­get – this tech­nique is espe­cially valu­able to Gambling/Gaming clients or any­one focused solely on acqui­si­tion. Using Adobe Media Opti­mizer it’s also pos­si­ble to auto­mate the upload of your audi­ences so you have this data in real time and to allow your team to focus on strat­egy and cre­ative. If you’re invest­ing heav­ily in mobile apps, but still strug­gle with mobile app ROI, you can use Cus­tom Audi­ences to retar­get peo­ple who take actions in our app to bet­ter con­nect the dots between cus­tomers who use your mobile apps, but may pur­chase on other devices.

For exam­ple, a cus­tomer may use your mobile app to research hotels for a busi­ness trip, but is required to pur­chase through a cor­po­rate por­tal via their lap­top. With Cus­tom Audi­ences, a travel mar­keter could present this per­son with a desktop-based incen­tive offer on desk­top, dri­ving them to com­plete the pur­chase they orig­i­nally researched on the mobile app.

A recent exam­ple of a cus­tomer who used Cus­tom Audi­ences to increase its ROI is a US edu­ca­tion com­pany help­ing indi­vid­u­als achieve edu­ca­tional and career goals. Through using Cus­tom Audi­ences, the company’s looka­like or ‘new’ audi­ences saw a 199% increase in Rev­enue per Click (RPC) and 59% decrease in Cost per Lead (CPL). Looka­like audi­ences that are also lever­ag­ing Face­book native tar­get­ing had a bet­ter CTR (447% higher), RPC (51% higher), and CPL (46% lower), with the likes and inter­ests enabling increased tai­lor­ing of cre­ative to the appro­pri­ate inter­est groups.

To increase online sales, Adobe is also work­ing closely with Lazada, a Rocket Inter­net ven­ture oper­at­ing in Malaysia, Indone­sia, Viet­nam, Thai­land and the Philip­pines. The E-commerce retailer relies heav­ily on the widerange of native Face­book tar­get­ing capa­bil­i­ties and results from Cus­tom Audi­ences, Looka­like Audi­ences and Web­site Cus­tom Audi­ences show espe­cially strong per­for­mance. In par­tic­u­lar, early results have already shown that newly intro­duced Web­site Cus­tom Audi­ences had extremely pos­i­tive results with an increase of 202% in ROI and a 66% lower Cost per Order (CPO) com­pared to aver­age. In con­trast, only using generic tar­get­ing led to a 10% higher CPO and a decrease of 38% in ROI for Lazada, demon­strat­ing the impact of tai­lored targeting.

Lazada performance data with Custom Audiences

Lazada per­for­mance data with Cus­tom Audiences

These are just two exam­ples but the pos­si­bil­i­ties are end­less, with an abun­dance of oppor­tu­ni­ties and reward for cre­ativ­ity, smart seg­men­ta­tion and test­ing. Cus­tom Audi­ences allow you to reach your cus­tomers on mobile where your tra­di­tional retar­get­ing can­not, while com­bin­ing with Face­book demo­graphic and 3rd party data to cre­ate a rel­e­vant tai­lored cus­tomer expe­ri­ence. Cus­tom Audi­ences are a pow­er­ful way of tar­get­ing and lever­ag­ing exist­ing data, allow­ing your busi­nesses to reach the right peo­ple at the right time. At Adobe, we can help you lever­age these so con­tact us know to learn how you can take retar­get­ing to the next level.