Corporate Profile 47Billion Information Technology
Tribal
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Humanizing Big Data
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Presented by:
Ken Nelson
Vice President, Business Development, Exponential
@exponentialinc | #advertisingintelligence
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Company overview
• Exponential is the global provider of
advertising intelligence and digital media
solutions to brand advertisers.
• Our e-X Advertising Intelligence Platform
combines one of the world’s largest digital
media footprints with proprietary audience
data and technology to deliver advertising
intelligence that enables smarter, better-
informed marketing decisions.
• Our audience engagement divisions apply
advertising intelligence to deliver high-
impact, high-engagement campaigns
across display, video and mobile media.
• Exponential offers solutions in 26 countries
worldwide and reaches more than 450m
unique users every month*.
(comScore 2012)
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About Tribal Fusion
PlatformPlatform
The e-X Advertising Intelligence Platform combines world-
class data and technology to help brands find and reach
their prospective customers
The e-X Advertising Intelligence Platform combines world-
class data and technology to help brands find and reach
their prospective customersPLATFORM
ServicesServices
Tribal Fusion is a global online advertising provider that drives
sales for the world’s top brands by helping them learn about,
reach and engage their online audiences more effectively.
Tribal Fusion is a global online advertising provider that drives
sales for the world’s top brands by helping them learn about,
reach and engage their online audiences more effectively.
CompanyCompany
Tribal Fusion is a stand-alone display solution owned by
Exponential – a digital advertising company. Exponential
provides Tribal Fusion with the ability to leverage a presence
in more than 26 countries, 600+ employees worldwide, and
a reach of more than 450m unique users every month
Tribal Fusion is a stand-alone display solution owned by
Exponential – a digital advertising company. Exponential
provides Tribal Fusion with the ability to leverage a presence
in more than 26 countries, 600+ employees worldwide, and
a reach of more than 450m unique users every month
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Too much data and not enough real insights
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• Learn about your customer’s interests
o Learn about seasonality of your customer’s
interests
• Product innovation
o Discover where your buyers spend on other
competitors and product categories
o Flavors, product placement in-store, co-
product promotion, recipes, mind set
• Social
o Defining the conversations your brand
should join
• Defining key life events
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Big Data is different things to different people…
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Agency Planner / BuyerAgency Planner / Buyer Data / Insights TeamData / Insights Team Creative Exec & Advertisers
Direct
Creative Exec & Advertisers
Direct
• Past performance
• Falls within pre-defined
target demos
• Measurement
• Past performance
• Falls within pre-defined
target demos
• Measurement
• Data sources
• I already get this…
• Case studies
• Data sources
• I already get this…
• Case studies
• Insights
• Insights
• Insights
• Insights
• Insights
• Insights
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Hotel shoppers are
interested in dining out,
nightlife and music artists
who are currently on tour
Hotel shoppers are
interested in dining out,
nightlife and music artists
who are currently on tour
What are actionable insights
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Customers are buying your
CPG product regardless of
what flavor it is..
Customers are buying your
CPG product regardless of
what flavor it is..
ChallengeChallenge
In-Store buyers are very
different than your online
customers
In-Store buyers are very
different than your online
customers
SurpriseSurpriseValidateValidate
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Understanding the customer’s purchase patterns
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Insights enable advertisers to
better understand the
relationship of their specific
brand products in relation to like
or similar categories.
These insights tend to help clarify:
•Product positioning within retail
•Co-promotion opportunity with
other brand products
•Identify new products concepts
based on purchase patterns
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Headphone product launch
• Campaign overview
o Competing product of Beats by Dre
o Audience composed of people would
pay for $200+ headphones
o Looking for people that are not fans of
Dr Dre
o Musical interests
• Deep Dive Insights analysis
o Reviewed music artist and genre fans
o Looked for insights/models where upper
income/spend would be in line with
higher-end product
o Looked for additional shared interests of
core target
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Bieber vs. Metallica
• Interests in family movies (60X)
• Shopping for kids goods and
apparel (50X)
• Purchases on women’s apparel
and fine dining indexed high
• Interests in family movies (60X)
• Shopping for kids goods and
apparel (50X)
• Purchases on women’s apparel
and fine dining indexed high
• Guitar instruction / help (150X)
• Men designer clothes &
accessories (75X)
• Purchase patterns of family life
o Mega warehouse & quick
serve restaurants
• Guitar instruction / help (150X)
• Men designer clothes &
accessories (75X)
• Purchase patterns of family life
o Mega warehouse & quick
serve restaurants
Bieber Fans OnlineBieber Fans Online Metallica FansMetallica Fans
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Results
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Key Learnings
Validated the brand music strategy
Validated client’s assumption that
people who would buy expensive
headphones are interested in a
variety of music genres
Discovered a surprising customer
insight that those likely to be
purchase headphones are not only
interested in music, but also nightlife
Average Time Spend
20.9
17.5
15.8
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CPG case study
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• Objective
o Compare the 3 audiences
related to the brand’s line of
frozen snacks and candy
including:
• Website visitors
• In-store purchasers of Frozen
Snacks
• In-store purchasers of Candy
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Key learnings
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• Flavor and format of
the candy product
could be challenged
based on purchase
patterns of those
customers with other
confection products
• Flavor and format of
the candy product
could be challenged
based on purchase
patterns of those
customers with other
confection products
• Brand image and
market targets were
well represented within
the visitors of the
website
• Client’s assumption
that people who
bought the frozen
snacks vs. brand’s
candy line were in fact
different customers,
each with distinct
lifestyles, needs and
interests
• Brand image and
market targets were
well represented within
the visitors of the
website
• Client’s assumption
that people who
bought the frozen
snacks vs. brand’s
candy line were in fact
different customers,
each with distinct
lifestyles, needs and
interests
ValidateValidate ChallengeChallenge
• Some in-store buyers
shared a set of unique
life events and interests
that also aligned with
the overall brand
image of the products
• New Twitter discussions
and topics that the
brand should position
its product and advice
• Some in-store buyers
shared a set of unique
life events and interests
that also aligned with
the overall brand
image of the products
• New Twitter discussions
and topics that the
brand should position
its product and advice
SurpriseSurprise
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Recommendations for big data marketers
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• Digital insights sometimes never make it to the right
teams at the agencies and advertisers
• If you don’t understand, ask more questions and be
direct
• Big Data people: Make sense of your data and
separate targeting profiles vs. insights
• Challenge yourself with what questions insights can
answer
• Challenge customer assumptions from agency and
advertisers with insights
5 th largest digital advertsing company in the world
Data is key – we track in the US along well over 200 million unique online users per month, probably have around 30 or so attributes per person
This is whyt you’re at ohma – you’ve accepted the challenge! I’m here to share some of our experience and learnings and success we’re having. You’re all here today to learn something – and better your use/position of big data – so the best data I can give you are some insights as to our success and hurdles we all face each day – if anything – you’ll gain some insights on the misunderstanding of metalica fans..
Everyone’s got data. Some will position with very scientific languagues, others use their brand and partners, others will say whatever it takes…there’s way too much to choose from – and there’s actually not even an appetite to really understand how 50 companies are really that different – story. TALK to the planners, and Planners really need to cut to the chase and understand & compare to what they know and for media companies – be specific on how you use/implement the data within your ad units.
Insights go beyond digital. Customer insight is something that brand marketers crave for. Something that could transform the brand and marketing strategy. Something that can be used across all marketing channels. Skiers Vs Snowboarders for marketing travel too for 1 st bullet…divorce for last
If they are all in 1 room – its very difficult to explain data and value to all 3 groups in one way…and definitely not in a 30 minute meeting. Mobile roundtable story…
Never assume on the validation – there hasn’t been enough of this – and also shows that you’re on the right track…different data sets validate in different ways – seems to impress/gain support from the buyers and advertisers. Don’t force the suprises and challenges – could come and bite you in the ass if unsubstanciated..
Data dashboards do not think, analyze or present data like humans…. 1 st you need lots of data – the more granular the better, Unique data + 3 rd party in a topic tree of 50K units, DMP functions as a dashboard but doesn’t think like a human nor can it present data to executive decision makers. We track for 30 days – take into account seasonality, come up with 2000+ things that are statistically relevant – our insights team reviews this and comes up with a thesis, cites multiple sources and data elements to support insight conclusions. Presentation of this is key so that it can be understood and shared within the entire organization. Limited time by buyers – the better the presentation the more the insights will travel within the organization.
Purchase Data, Onramped CRM data, granular topics (brands, skus) tracked all lead to great analysis and findings. Met with CPG brand that has tons of interest data but lacking CPG buying insights
Models are built based on different places in funnel – then our media divisions syncronize the media units based on place in funnel – ie: full page take over need to be engaged before an instream or display unit shown so that the product message is received by the user.
Using our topic tree is the fun part – frequently used for competitive intelligence and also for insights pre-campaign…
