Does this data make my butt look BIG
10 things online display advertisers should pay attention in the data driven world to successfully increase target reach, reduce waste, all while avoiding bad data.
As online marketers are looking to reduce waste and make ad dollars go farther, it is estimated that the majority of all online display advertising will use third party data shortly. This signals a changing of the guard as traditionally the majority online ad buys were ‘publisher direct’ buys, where ads are placed on websites based on the site’s ranking for the target audience. That is why, many agencies and advertisers who used to outsource their data strategies, are now racing to bring the data expertise back in-house.
4. $17 CPM…you could pay the Wall Street Journal a
- @BenKunz, VP Strategic Planning @Mediassociates
http://www.digiday.com/publishers/native-advertising-is-bad-news/
#IDSD@digitalPhilip@eXelate 6
$2.50 CPM…
or you could use audience targeting to reach the same
executives at a
5. follow the user!
…people have a life [outside of their special interest website],
@DarylGMcNutt, SVP Marketing and Research @BrightRoll
#IDSD@digitalPhilip@eXelate 7
10. bring the data
…we saw a between
our media team and the data folks [at the platform].
We decided to
- @TroyLerner, President @BooyahAgency
#IDSD@digitalPhilip@eXelate 12
expertise back
in-house!
disconnect
11. 3
#1 keep your job
reasons to care
#2 collaborate intelligently
#3 ensure your client’s best interests are met
#IDSD@digitalPhilip@eXelate 13
12. Get Help
Step 4
“Who is the right data partner for me?”
#IDSD@digitalPhilip@eXelate 14
23. *source: http://www.merriam-webster.com/dictionary/intent
“He was charged with assault with intent to kill”
a : the act or fact of intending :
b : the state of mind with which an act is done :
c : a usually clearly formulated or planned intention :
purpose
volition
aim*
#IDSD@digitalPhilip@eXelate 25
in·tent noun in-ˈtent
24. in·tent noun in-ˈtent
a : the act or fact of intending :
b : the state of mind with which an act is done :
c : a usually clearly formulated or planned intention :
d : exhibition of behavior that typically occurs immediately prior
to a conversion event :
purpose
volition
aim*
data targeting intent
#IDSD@digitalPhilip@eXelate 26
25. Example: eXelate Intent Auto - Buyers ~ Make:Ford - Taurus
“exhibition of behavior that typically occurs immediately prior
to a conversion event”
behavior: visited auto shopping website & searched for Ford
Taurus, submitted quote, looked up Ford dealer.
typically: majority of people exhibiting that behavior buy a new
in the next 90 days
immediately: there are no other major steps left to do online
before converting
in·tent noun in-ˈtent
26. Men In Trouble
Example: eXelate Smart Segment - Men in Trouble
Definition:
Gender - Male
Shopping - Flowers and Gifts
#IDSD@digitalPhilip@eXelate 28
27. Pick Quality
Step 7
“how can Bruce Willis help we with my data!?”
#IDSD@digitalPhilip@eXelate 29
28.
1 2 3 4 5source1.com source2.com source3.com source4.com source5.com
Quality Controls Systems
Majority Vote Result: Female
because 3/5 random sites say cookie is female.
#IDSD@digitalPhilip@eXelate 30
33.
1 2 3 4 5Iatethis.com catLOLz.com celebnews.com AutoLoan.com Dating.com
Quality Controls Systems
Weighted Vote Result: Male
because 2 sites with intense registration process say cookie is male.
35. 1st Party Social Media
1st Party Custom
1st Party CRM
3rd Party Offline
3rd Party Online
0.85
0.85
1.76
2.73
1.9
3.05
Advertisers Rank Data Effectiveness for
Direct Response Campaigns
#IDSD@digitalPhilip@eXelate 37
36. 1st Party Social Media
1st Party Custom
1st Party CRM
3rd Party Offline
3rd Party Online
0.85
0.98
1.93
2.19
2.18
3.02
Advertisers Rank Data Effectiveness for
Branding Campaigns
source:2013 eXelateAnnualIndustrySurvey, n=650
#IDSD@digitalPhilip@eXelate 38
40. Competitive Intent Tracker
is predictive of competitive sales and tells you on which regions to focus your campaigns
Auto - Buyers ~ Make:
Honda - Odyssey
eXelate Audience Signal Regional Midwest
Auto - Buyers ~ Make:
Chrysler - Town and Country
eXelate Audience Signal Regional South
Auto - Buyers ~ Make:
Dodge - Grand Caravan
eXelate Audience Signal Regional West
Auto - Buyers ~ Make:
Mercury - Mariner
eXelate Audience Signal Regional Northeast
#IDSD@digitalPhilip@eXelate 42
41. Step 10
“What can I do to make data work hard for me!?”
4 Best Practices
#IDSD@digitalPhilip@eXelate 43
42. Always try to consult with the data provider
directly to obtain up-to-date segment information
and recommendations for your specific campaign
and objectives.
DO THIS: Add Data Partner to RFP Distribution List
43. Case studies and industry benchmarks have their
place, but do not reflect the unique elements of your
specific campaigns.
DO THIS: Set and measure your own success/ ROI metrics.
44. The product or service that you are advertising has a unique
sales cycle.
DO THIS: Set ‘lookback’ period when using data.
45. Many data partner can work wonders
modeling of past converters.
DO THIS: Test look-alike data segments.
46. so much fun
Try on for size.
Philipa@eXelate.com Armstrong | (619) 246-6228
This was
data
Editor's Notes
15197800
15197800
File #15275824
Per WSJ.com MediaKit:59% Male47 years$500,000 value of portfolio
"we are following the user" "Data is not Sexy, but avoiding waste is important" Aimee Munton
File #15275824
You Might Say: Boooring – I am in Media, let the data folks deal with the data.
Agencies must to bring the data decisions in house or we risk our campaigns' effectiveness being lost in the void between our strategists and 3rd party data platforms.
Lost of people furstrated. Every step removed from the client you lose accountability. Lot of people go selfmanaged, because they don’t get the granular attention. Managed service promise not fulfilled, loss of business, instead agencies eating their retainer to get a person I nhouse
File #15275824 You Expect me to Say eXelate – But no, I don’t eXelate is not for everyone. It depends on your campaign, objectives and how you define success.AUDIENCE Who is working with data – whose data are you using… BluKai, excellent data source, in fact a lot of eXelate customers have used BluKai before they came to us.
#2568586
File #15275824
Skirt Female – No Skirt Male. I don’t know how they get away with that these days. But
File #6210130
File #1208868
File #10000180
Two things we learn from this (1) Not everything you read on the internet is true (2) Quality beats quantity
This majority vote systems is the latest fad, only use data that performs