Retarget Marketing: A New Level Of Personalised Content

It’s not a coincidence anymore that, when browsing for that new sports watch, suddenly you’re seeing ads for FitBit everywhere. It’s not by chance that your research into real estate has triggered banner ads popping up all over your Facebook feed telling you to click to see the Commonwealth Bank’s new mortgage package. It’s not selective sight seeing ads for ASOS beckoning you back after shopping on their online store after abandoning your cart before purchase.

The internet is a very smart creature today, and has reached a level of targeting that transcends anything seen before. What I’m talking about here is the technique of Retargeting.

What Is Retargeting?

Retargeting (also sometimes referred to as remarketing) is responsible for the phenomena mentioned above. Basically, it facilitates re-engagement from a customer after they’ve left a brand’s website.

Retargeting gathers a specific person’s buying preferences, and then shows them targeted online adverts as they surf the net, to keep those relevant brands in front of them. The majority of customers (around 98%) who visit a website will actually leave (known as “bounce”) before completing a purchase or performing a converting action. Retargeting addresses this by leveraging purchase intent data from that website (such as likes, shopping cart behaviour, history, time on site, clicks, and so on), and placing a small piece of code as a cookie on their browser, so that when they visit retargeting provider pages like Facebook, the individual is served ads tailored specifically for them.

This is a very effective marketing tool as it allows powerful, precisely targeted ads to be directed to each specific customer, encouraging them back to the original website to complete their transaction and convert.

Part Of A Larger Campaign

Obviously, this works best as part of an overall digital Marketing campaign. After all, you need customers to already know about your brand and visit your website for the first time as a result of an overarching promotion campaign, before you can effectively utilise retargeting to nurture and make them feel comfortable about returning to your website and trusting your brand. Retargeting is a good way to bolster this larger campaign.

Don’t Frustrate Your Customers

Retargeting, however, requires a very delicate balance. It should be a complementary execution to your marketing mix, not an endless annoyance to your customers. Serving the wrong ad to the wrong person too many times (over bombardment) is the negative side of retargeting, and must be avoided. Retargeting works most effectively when it’s a subtle, top-of-mind reminder, and not a hounding series of propaganda.

The ideal point is when the individual views the retargeted ads as a convenience, where ads are catered to their specific needs, rather than harassment, with ads stalking them around the internet. It’s important to get this delicate balance correct.

The Multiplatform Scope

An effective retargeting strategy must span across many platforms, given the nature of the consumer today. These include desktops, mobile devices and social media. Most customers own multiple devices and will research on one platform, only to complete their transaction and post feedback on another, so retargeting must be reaching them via a multi-platform approach.

Get The Most Out Of Retargeting

Effectively using Retargeting lies in segmentation, creative design, experimentation and measurement.

Segmentation puts the right strategies in place to ensure the correct messages are delivered to the right consumer. For example, a loyal customer will require a different type of message to one that is still unsure about purchasing. Correct segmentation ensures that a converted customer receives loyalty campaigns and cross selling messages, whereas a non-converted customer receives discounts and reassuring messages to bring them back to the site.

Creative design on retargeting adverts work best when they’re kept simple and bold, display the brand prominently, have a direct call to action, and present a personalised message. After all, if you’re going to all the trouble of individualising your Marketing massaging, don’t waste the opportunity to connect directly with your customer.

Experiment with different designs, frequencies, locations and landing pages to discover what gets the best result. As it is a specifically targeted campaign, it’s often difficult to determine what resonates best with an individual segment.

Effective measurement is always key when determining the success of each marketing endeavour. Retargeting can meet customer retention, brand awareness and sales objectives, and the most commonly uses statistics to track progress are “Cost Per Action” and “Cost Per Clicks”.

What Type Of Vehicles Are Considered Heavy Vehicles In Australia?

What is a heavy vehicle in Australia and what are the regulations around them?
Heavy vehicles in Australia are defined as any vehicle that exceeds the Gross Vehicle Mass (GVM) limit. The GVM is the maximum weight of a vehicle and its load, including the weight of the trailer if it is attached. There are a number of different types of heavy vehicles in Australia, each with their own specific purposes.

Some common examples of heavy vehicles include buses, trucks, and trains. While there are no strict regulations governing how these vehicles must be operated, there are a number of safety requirements that drivers must adhere to. Heavy rigid training in Melbourne is essential for anyone who wants to operate one of these vehicles safely on Australian roads and get a certified truck licence in Melbourne.

types of heavy vehicles.
There are many different types of heavy vehicles that are used for varying purposes. These include:

Trucks: Trucks are the most common type of heavy vehicle and come in a variety of shapes and sizes. They are used for carrying goods and transporting people.
Buses: Buses are commonly used to transport large numbers of people between destinations. They can also be used for short-haul trips, such as school runs.
Trains: Trains are one of the largest types of heavy vehicles and can travel long distances across the country. They are often used to transport goods or passengers over great distances.
Agricultural Vehicles: Agricultural vehicles include tractors, harvesters, and other machinery used in agriculture. These vehicles play an important role in the Australian farming industry.

Each of these different types of vehicles has their own specific uses and requirements. Heavy vehicle driver training is essential to ensure that drivers are aware of the dangers and risks associated with these vehicles. Without proper training, heavy vehicle drivers can put themselves and others at risk on the road.

It is important for all motorists to be aware of the different types of heavy vehicles that operate on our roads. By understanding their purpose and how they work, we can all help keep our roads safe for everyone.

How do you classify a heavy vehicle for registration and licencing purposes in Australia?
Heavy vehicles are classified according to their gross vehicle mass (GVM). This is the maximum weight of a loaded vehicle, including the weight of the vehicle itself and its cargo.

There are two main categories of heavy vehicles: those with a GVM of over 12 tonnes and those with a GVM of more than 25 tonnes. There are also specific rules for operating trucks and buses that have a GVM of over 24 tonnes.

There are many different types of trucks:

Light-rigid trucks
Medium-Rigid Trucks
Heavy Rigid Trucks
B-Double trucks
Heavy Combination Trucks

Articulated Trucks

Each of these trucks has a specific purpose and is used for different tasks.

Light-rigid trucks are the most common type of truck on Australian roads. They have a GVM of up to 12 tonnes and are used for light duties such as delivering goods to local stores or businesses. Light rigid trucks can also be used for towing small trailers.
Medium rigid trucks have a GVM of between 12 and 25 tonnes, which makes them suitable for larger loads than light rigid trucks. They can usually carry around twice the amount of cargo as a light rigid truck.
Heavy rigid trucks have a GVM of over 25 tonnes and are mainly used for long-distance transport. They can carry large loads and are often used to tow trailers or road trains.
Heavy Commercial Vehicles are any vehicles with a GVM of over 35 tonnes. This includes buses, coaches, and trucks that are used for commercial purposes, such as transporting goods or people. These vehicles require specialist driver training in order to operate safely on Australian roads.

What are some of the common offences committed by heavy vehicle drivers on Australian roads?
Some common offences committed by heavy vehicle drivers include:

Speeding
Failing to obey traffic signals or signs
Driving while tired or fatigued
Not wearing a seatbelt

These offences can result in serious accidents and injuries, so it is important that heavy vehicle drivers receive proper training and education before hitting the road. This will help them to understand the dangers of driving a large vehicle and how to avoid committing these offences.

How can you stay safe when driving or travelling near a heavy vehicle on the road?
Here are some tips on how to stay safe when driving next to or near a heavy vehicle on the road:

Stay well back from the heavy vehicle, especially if it is travelling slowly.
If you need to overtake, do so cautiously and always leave plenty of room between your car and the heavy vehicle.
Keep an eye out for any sudden changes in speed or direction by the heavy vehicle; they could be an indication that they are about to turn.
Never try to cut in front of a heavy vehicle; this can result in a serious accident.

By following these simple tips, you can help keep yourself and your passengers safe when travelling near or around a heavy vehicle. Remember, these vehicles pose a huge risk on the road, so it is important to take extra caution when sharing space with them.

Why is heavy vehicle driver training important?

It’s important that heavy vehicle drivers are properly trained in order to operate these vehicles safely. This training covers everything from how to manoeuvre the truck through tight spaces to how to respond correctly in an emergency situation. Drivers who have completed this training are better equipped to handle the challenges of driving a heavy vehicle.

Case Study: How to Significantly Cut Drawdowns Using Market Internals

In 2014, I spent about 6 months in a row with this unique traders tool called Market Internals, exploring its possibilities every single day, searching for new and creative implementation ideas for my own automated trading systems (ATSs). With a real obsession with this concept, I finally found almost 40 new ideas (mostly my own proprietary ideas) on how to squeeze the most out of this great tool, and slowly started implementing many of them into my own trading – with great success.

I truly believe that Market Internals can give a trader a small, unfair advantage – if thoroughly thought out and implemented well, especially in new, creative ways. Therefore, in this article, I would like to give you a very brief introduction into the Market Internals world, together with an example of one of my private Market Internals filters – to show you, how dramatic the impact of Market Internals deployment can be – in a favorable way.

Introduction: What are Market Internals (MI)

We all know how hard it is to find a new, viable trading edge. We are also aware that the scope of our possibilities is quite narrow: It doesn’t really matter what trading indicators or other tools of technical analysis we use – most of the time they all use the same source of data anyway. This data consists of Open, High, Low and Close values of the bars in our trading chart, and whatever trading indicator we use, we basically use only a slightly different interpretation of the same O-H-L-C values.

So, if we really want to go a step further and implement a broader view for our trading decisions (trading entry/exit conditions), we have to start investigating outside of the O-H-L-C values. We can, for example, implement information like Volume or Open Interest to our trading entry/exit conditions, which is not a bad idea at all, and many of my ATSs use O-H-L-C values together with Volume effectively.

However, we can still go a step further.

We can do something that many traders have no idea they can even do: We can start making our trading (entry/exit) decisions based not only on the data coming from the underlying market but also on taking into consideration the market (its overall direction, quality, strength and overall “mood”) as a whole!

Just imagine:

Wouldn’t it be fantastic to know where the stock market as a whole is heading, before we enter a position in our emini S&P strategy?

And that is exactly what Market Internals are about: The ability to read the market as a whole and effectively incorporate this much broader view into our trading decisions.

Market Internals: A quick introduction

So what exactly are Market Internals? Where do they come from?

It’s very simple: Market Internals are information about the overall stock market, provided by the stock exchanges (NYSE, AMEX), usually in the form of a standalone data feed.

And this data feed instantly provides us with real-time information about the overall stock market situation.

Using Market Internals we can immediately, in real-time, start receiving information like, for example:

How many stocks from the Dow Jones Index have just moved up and how many down?
Is the volume of all rising stocks from the Dow Jones index higher or lower than the volume of all falling ones?
Or even:

How do ALL stocks move in the entire NYSE? Are most of them rising or falling?
How many stocks have a price that hasn’t changed?
What is the direction of the majority of the volume? Up or down?
Do the 30 stocks in the Dow Jones index correspond with the rest of the market, or does the Dow Jones index now live its own life?
As you can see, there is plenty of information that can be obtained through this standalone data feed about the stock market as a whole (and later on, to be used in our strategies).

All this information can be split into several different categories, and every category has its own meaning and preferred method of implementation. However, because the space for this article is very limited, and the subject of Market Internals could give more than a dozen articles like this, I am going to focus only on one Market Internals category, one of my most favorite, the MI pair UVOL-DVOL.

Market Internals: UVOL-DVOL

This category of MI simply consists of two separate data feeds provided from the exchange:

$UVOL monitors the total volume of all rising stocks on the exchange.

$DVOL monitors the total volume of all falling stocks on the exchange.

By using these data feeds (often called MI indicators), we can monitor the volume on one side or the other, so we can get a better idea where the volume is moving to, i.e. which side is stronger. This is, of course, a very powerful view on the market that can provide us lots of important information (if we know how to use it).

From a practical means, we usually add two different data symbols into our chart (data2 and data3) to start using UVOL-DVOL pair for our trading.

Then we can start using these MI indicators as additional, or even leading filters (or as I usually call them – “Super Filters”) for our existing systems – with the goal to improve them significantly.

Let’s have a look at such a condition in practice. I am going to reveal one of my proprietary UVOL-DVOL MI conditions, which I use as a filter for many of my breakout index or stock strategies (MI can only be implemented on indexes or stocks of futures indexes).

UVOL-DVOL as a filter for significant improvement

To demonstrate the effect that Market Internals can have, I have decided to use the most simple condition that I could think of – a primitive breakout condition high=highest(h,N1). I haven’t done any optimization of the N1 parameter, nor have slippage and commission been included in the results shown below – the purpose of this article is not to present a functional breakout trading system but to demonstrate that Market Internals can be applied to even the most basic systems and get immediate, and very often dramatic, improvements. For the N1 parameter, I have used the first number that came to my mind, number 20.

Here is the basic code that I will use to demonstrate the impact of the Market Internals “Super Filter”. The test will be completed on the EMD.D market, 15 minute timeframe, from 3/22/2006 – 3/21/2016:

If high = highest(h,20) then buy this bar at close;

setstoploss(600);

setexitonclose;

Here are the results:

Net Profit: $79,440

Profit factor: 1.17

Avg. Trade: $36.52

Max Drawdown (close to close): $12,650

Net Profit / Max DD: 6.28

Number of trades: 2175

Now let’s move to the implementation of a very simple Market Internals condition that is based on the following rules:

Calculate the difference between UVOL and DVOL,
Calculate a 30 bar simple moving average of this difference,
If the UVOL-DVOL difference is above the moving average of the UVOL-DVOL difference AND high = highest(h,20), a Long position is opened,
The position is closed by the end of the day or when the 600 USD stop-loss is hit.
In a moment, I will show you the outcome of the application of this code to the original system. But first, I need to mention that I have used several small add-ons, like for example, taking into consideration the zero line of the UVOL-DVOL difference to cancel the “Super Filter” in certain situations – all of this is included in the code and the workspace that you can download at the end of this article. Yet the basic idea is exactly as I have described it – to work with the UVOL-DVOL difference and with the moving average of this difference.

Let’s take a look at the results after application of the Market Internals “Super filter”. First, the performance report:

Net Profit: $76,000

Profit factor: 1.38

Avg. Trade: $63.81

Max Drawdown (close to close): $7,790

Net Profit / Max DD: 9.76

Number of trades: 1191

And finally, the comparison table showing the results before and after the application of the Market Internals based “Super Filter”.

Metric / Before MI / After MI / Improvement

Net Profit / 79,440 / 76,000 / -4.3%

Profit Factor / 1.17 / 1.38 / +17.9%

Avg. Trade / 36.52 / 63.81 / +74.7%

Max DD (C-to-C) / 12,650 / 7,790 / -36.8%

Net Profit Max DD / 6.28 / 9.76 / +55.4%

Trades / 2175 / 1191 / -45.2%

I believe that the numbers speak for themselves – maximum drawdown has improved by almost 40% (36.8%), Average trade by +74.8%, and the Net Profit to Maximum DD ratio by +55.4%. All really great improvements, and I see similar improvements of Market Internals very often.

Conclusion

I have been using Market Internals for my own trading since 2014.

Here is what I have generally achieved by implementing them into my own trading strategies:

Reduce max. Drawdown
Improve Avg. Trade
Improve Net Profit / Max DD ratio
Smoother equity curve
Overall improvement of portfolio performance
Getting additional psychological confidence by knowing that I only trade in highly favorable market conditions.
I was really surprised that Market Internals are used by so few traders, yet, when I present them the Market Internals possibilities, they usually get quite excited and implement it to their own trading systems with instant positive impact.