Merkle

Twitter Partnership

#Announcing

Twitter has partnered with Merkle to create tailored audiences and bring the power of CRM targeting to Twitter.

How does it work?

Advertisers customer data segments are used to create tailored audience targeting segments in Twitter.

User privacy is protected throughout, and user opt-out is respected. Twitter has no visibility into PII in advertisers' data, and advertisers' retain 100% ownership of their email address data. Audience segment data will be available only to you for ad targeting
- Twitter will not use this data in any other way.

Once the audience segments are loaded into your Twitter Ads account, you can add them to (or exclude them from) your campaigns.

 

 

The Results

In early testing with this product we've seen some great results: some advertisers saw an engagement rate lift as high as 170%, and some advertisers reduced their acquisition cost by as much as 73%.

 

 

Who should use it?

Brand and Direct Response advertisers and marketers can use CRM based tailored audiences to drive awareness, engagement, conversations, loyalty and conversions with existing customers and they can use CRM based tailored audiences to drive new customer acquisition by creating look-a-like audiences that most closely resemble current customer profiles while excluding existing customers.

 

Email Marketers

Expand your email conversation on to Twitter

Existing Customers:

  • Connect with existing customers/subscribers via promoted tweets to provide offers, discounts, product, or brand news that extends existing email messaging
  • Invite current email recipients to follow your brand on Twitter via a promoted account

 

New Customer Acquisition:

  • Create look-a-like audiences to find new customers based on their similarity to your existing customers
  • Use twitter lead-gen cards to acquire new email opt-ins, excluding those who already receive email communications
Have a question or need more info? Contact Us

 

 

Search

Expand your existing keyword targeting groups onto Twitter and reach new audiences

Existing Customers:

  • Expose specific CRM segments acquired by paid search keyword clusters with a relevant promoted tweet message

 

New Customer Acquisition:

  • Use the powerful combination of keyword and CRM targeting to find new customers
    For example, reach users who have tweeted relevant keywords showing intent in the last 7 days
  • Build look-a-like models to reach new customers similar to those you acquired via paid search -- tailored audience segments can be organized by keyword groups or product purchases as an example
  • Create new remarketing pools by driving new customers to engage with your brand via your website or paid search
Have a question or need more info? Contact Us

 

 

Database Owners

Work with Merkle to identify valuable CRM segments and enable your advertising teams to target them in Twitter.

Existing Customers:

  • Provide Existing customer segments for cross-sell, up-sell, look-a-like expansion, and/or exclusion based on the messaging objectives
    Here are some examples for actions existing customer segments can take with Twitter ad products
    • Buy the next best product to accompany a previous purchase (Cross-sell / Up-Sell / Winback)
    • Receive Brand or product news
    • Follow your brand on Twitter
    • Download your Brand's mobile app

 

New Customer Acquisition:

  • Give your agencies and marketers access to the segments they want to advertise to directly within Twitter to provide customized segment-based messaging.
  • High Value Segments
  • Specific product purchased/registered
  • Recent customers
  • Give your agencies and marketers access to existing customer segments to ensure they are following your brand on twitter via a promoted account
  • Give your agencies and marketers access to existing customer segments to invite current customers to download your Brand's mobile app
Have a question or need more info? Contact Us

 

 

Display

Drive results with your CRM data

Existing Customers:

  • Connect with existing customer segments via promoted tweets to provide offers, discounts, product, or brand news – for cross-sell, up-sell, or winback
  • Invite current customers to follow your brand on Twitter via a promoted account
  • Invite current customers to download your Brand's mobile app

 

New Customer Acquisition:

  • Exclude existing customers with non-relevant messaging and increase campaign efficiency
  • Generate look-a-like tailored audiences based on existing customer segments to expand reach by 2 – 5x

 

How to Get Started

Ready to discuss the CRM approach for tailored audiences or need more info?

Fill out the form below to be put in touch with one of our tailored audience teams who will help you get up and running.