Lisa ArchambaultDisplay & Social Marketing
Zappos.com
Retailer’s Approach to Programmatic
Also here today … Tami Flagg, Senior Media BuyerZappos.com
A few things we’ve done, learned, changed – still getting our sea legs
On deck1234
Building a programmatic practice – why’d we do it?
Q&A
Where we started
Zappos - and our 4 Cs
Culture Customer Service
CommunityClothing
4Zappos.com, Inc.
Community …Downtown …
Happiness!
5Zappos.com, Inc.
Starting our programmatic practice Launched narrow,
scaling out, moving up
First party data is key – and we used it
Know your customer – use data, use insights
Wha
t we
thou
ght
abou
t whe
n w
e go
t sta
rted
Tech solution – anchor platform
7Zappos.com, Inc. 7Zappos.com, Inc.
A few things important to us, and important to our program …
Brand Safety Storytelling Keep it
human-centric, especially in this “always on” space we are in
8Zappos.com, Inc.
Internal infrastructure to support the program
CMO / CIO – diff?
Resources to automate,but not auto-pilot
9Zappos.com, Inc. 9Zappos.com, Inc.
Not just programmatic, and not just display
Balance with direct-to-pubSocial – Video – Email
So, to thank
for sharing your 20 minutes with us …
YOU
Share your business card with us today, and we’ll
give you a 20% discount coupon tonight
Zappos.com, Inc.
Q&A?Time for
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