Five data points for successful retargeting

1) Engagement levelThe very different needs of existing customers, new prospects and store visitors who have abandoned a purchase must be served with different messages. An existing customer may only need to be reminded of a purchase. A new customer, on the other hand, often needs more product information. Other abandoners may be persuaded to complete a purchase with a different payment method or a discount. The advertising material and messages must be delivered in an appropriately adapted way.2) Themes and product categoriesIt is obvious that the success of an ad depends on how precisely it serves the interests and needs of a customer. Those who show through good data analysis that they understand the customer and their current interests are more successful in retargeting.3) Internal customer dataLinking the customer database (CRM system) with campaign management should now be mandatory. This is because it helps to significantly increase the targeting and therefore the success of retargeting. Information such as "premium customer" or "customer was looking for a hotel room next week" or even simply "customer had logged into their account" helps to calculate how engaged a customer is and how likely a purchase is.4) ContextRetargeting campaigns can now be analyzed and optimized in real time. To do this, it is important to know as much as possible about the ads that have already been clicked on. Did the user use a desktop browser or a smartphone? Which ad format was displayed and clicked? All of this information determines the value of an ad placement and helps to optimize the campaign for high-performing placements.5) Display historyUsers sometimes have very different perception thresholds. It is therefore important to know how often a user has seen an ad and how they have reacted to the different ads. Do discounts appeal to them more? Do they respond more to ads with a high proportion of images? Do they react to ads after just three contacts or only after five? By recording how users perceive ads and how they interact with them, valuable conclusions can be drawn for future targeting.