Digest of the deck presented at the DDOG (Digital Data Organic Growth) event which occured on 15.5 at UGC Toison d'Or (Brussels). The goal of the show was to give useful tools, 'tips & hints' to understand/handle various sets of data: data from marketing environments, data about consumer insights, data generated by sales, ... Hugues Rey, CEO from Havas Media Brussels : « Today's technology is sufficiently powerful to help in real time our clients. We are here to facilitate and simplify our clients's path through real-time marketing optimisation via our specific tools and our high value experts.

1. WELCOME
#DATA #MEDIA #DDOG
PLEASE SHARE !

4. Data Augmented Reality
Connected life

5. Data Augmented Reality
Connected to social network

6. Data Augmented Reality
Connected media

7. Data Augmented Reality
Connected touchpoints

8. Data Augmented Reality
Connected mobility
Data Augmented Reality
Connected consumer journey

11. How to reinvent the
connections to consumers
in a data driven world ?

12. Is it all about algorithm now?
CONTENT as a Consumer Engagement
catalyst
Is it all about
algorithms now?

13. 2MV Data Consulting

14. Data Driven Meaningful Connection Planning
MEANINGFUL
CONNECTIONS
PLANNING
ARE FUELED BY DATA, INSIGHTS & ROI-DRIVEN
PROVIDE PERSONAL & COLLECTIVE VALUE
SHARE A BRAND STORY
CONNECT EXPERIENCES ACROSS ALL PLATFORMS
IGNITE CONVERSATION & ACTION

16. NOS BEST
CASES
MODELISATION
FRANCE
15 mai 2014

17. NOTRE AMBITION
Analyser et piloter la data au
bénéfice d’une meilleure
efficacité media marketing et
pour une croissance
organique des marques

18. EN 1 AN….
30 projets de modélisation
2000 modèles développés
8% de gain de ROI media après un projet de modélisation

19. LA MODELISATION ECONOMETRIQUE
Ventes ou
trafic
Campagnes
média image
Variations du
niveau des
prix relatifs
Prospectus/
catalogues
Temps forts
promotionnels
Saisonnalité:
jours fériés,
vacances
scolaires,
climat…
Média
concurrents
Promotions
concurrentes
Campagnes
média promo
Facteurs internesFacteurs externes
De multiples facteurs externes ou
internes influencent les ventes ou le
trafic, vers une marque ou une
enseigne
Tous ces facteurs interviennent
simultanément
Cela rend délicat l’identification des
rapports de cause à effet entre
chaque facteur individuel et les
ventes
La modélisation permet de
quantifier l’influence de chaque
facteur et la manière dont il agit
dans le temps

20. UNE APPROCHE STATISTIQUE AUX
CONCLUSIONS OPÉRATIONNELLES
Offre
Saisonnalité
Contexte
économique
Actions concurrentes
Calendrier
=ƒVentes
Décomposition des ventes
par type d’effets
Réponse ventes
aux investissements
Media
Promo
Noto / image
RP, events
Données sociales,
e reputation

21. WHEN DATA MEETS
PROGRAMMATIC BUYING !

22. Purchases and Sales of Advertising placement are now done directly via electronic market place :
The Ad Exchanges
Advertisers
Ad
Exchange Publishers
+9 billion impressions exchanged by month in Belgium
Single Buying Ad : We buy an AUDIENCE instead of an impression
Supply and demand are managed in Real Time (RTB)
A deep mutation of Online Advertising
Programmatic Buying

23. We still talk about media, but the AUDIENCE
has taken the lead !
Classic Display Programmatic Buying

24. Real Time Bidding
1. User visits
a webpage
2. The
impression is
auctionned
3. Buyers
place a bid
4. The highest
bid “wins” the
impression
5. User sees
the ad
20 MILLISECONDS
A technologic revolution for serving The Media Buying

25. Reach
The right
audience
At the
right
moment
At the
right
price
With the
right
creative
Main objective of an Advertising message is to reach the right audience.
LESS WASTE !
BEST ROI!
The gainful impression & the 4 R…
A new vision:

26. WHAT WE CAN DO WITH
DATA !

27. Improve your targeting : use DATA
Socio-
demographic Behavioural Contextual
interest
Define the marketing and media target audience
The main objective of broadcasting for an advertiser is finding
its audience, not a support !
3rd party data (external providers)
1st party
data
2nd party
data
Advertisers
data
Publishers
data
Data
Improve your advertising effectiveness and maximize your reach with
useful target

28. Demographic
Age, gender
With Child
Urban / non urban
Household revenue
Social Class 1-8
Contextual /
Environmental
Topic – Category
IP, browser
Compartmental
Interest et lifestyle
Listening to, fan of, amateur of
Intention based
Looking for a product
Having purchased and ready to buy
again
Geolocated
Country, region, department, city,
Size of cities
Social
Bloggers, influencers
Data
Improve your advertising effectiveness and maximize your reach with
useful target

29. Adverification
technology
Double
Verification of
exact
broadcasting
frame
Powered by
Data
integration
Ability to
integrate Data
from all
parties using
Artemis
exclusive
capabilities
User data
protection
Compliant
with the latest
legislation for
cookies and
user
protection
Advanced
targeting
Contextual
Demographic
Geographic
Behavioural
Device
...
Ad’hoc
creative
optimisation
Serve the right
message
based on user
segmentation
Aided by the best technologies

30. CONCLUSION
Data empowers programmatic buying !
The best data is yours.
Our goal is to optimise your ROI.
 We need your help to do so !

31. Multiple the TV effect by data

32. Yesterday
- 1.500 households

33. Today
Synchronisation

34. The SRP in television buying
Buying optimization Sponsoring evaluation

35. The SRP in sponsoring
De Nacht van vs Wauter vs Waes
+36%
De Nacht van vs The Voice
+70%

36. The SRP in television buying
(illustration)
Engagement Zapping
Productivity +50%

37. Synchronisation TV & online
Principle of synchronisation
or/& or/&
Pre-roll Rich Media Display

38. Measurement of television
Concretely
During ± 15 minutes after TV diffusion
Increase by +25%* power of TV spots in awareness
***Important: media objectives and creation must be on the same line***
Based on ClickOn data in France

39. Measurement of television
Concretely
During ± 15 minutes after TV diffusion
OR/&

40. Synchronization in TV buying
Future
TV
Contexte
Impressions
Clicks

41. Challenge for tomorrow
Synchronisation

44. 15 % des entreprises jugent posséder capacités de stockage et
personnel qualifié pour traiter la data
71 % estiment être loin du compte
50 % des responsables marketing jugent que la data est l’actif le plus
mal utilisé
10 % se servent systématiquement des données pour définir leurs
stratégies commerciales
Source : CMO Council SAS mars 2013
JURASSIC DATA

45. 2MV DATA CONSULTING
DATA ROOM

46. GODZILLALGORITHME

47. THANK YOU
#DATA #MEDIA #DDOG
PLEASE SHARE !