19. Audience + Impact
Optimizing in RTB
120,000 25%
100,000
20%
80,000 Performance
15%
60,000
10%
40,000
5%
20,000
Not in target
In target
- 0%
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
Frequency
20. Audience + Impact
Optimizing in RTB
120,000 25%
100,000
20%
80,000 Performance
15%
60,000
Not in target
10%
40,000
In target 5%
20,000
- 0%
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
Frequency
21. And the Results…
The old way Calibration
100,000,000 5,500
90,000,000
Period 5,000
80,000,000
4,500
Digital Sales
70,000,000
4,000
60,000,000
3,500
50,000,000
3,000
40,000,000
2,500
30,000,000
2,000
20,000,000
1,500
10,000,000
- Marketing 1,000
Investment
22. And the Results…
The old way Calibration Optimized
100,000,000 5,500
90,000,000
Period 5,000
80,000,000
4,500
Digital Sales
70,000,000
4,000
60,000,000
3,500
50,000,000
3,000
40,000,000
2,500
30,000,000
2,000
20,000,000
1,500
10,000,000
- Marketing
Investment
+20% growth 1,000
in total digital
channel sales
23. Key Takeaways
Unlock value from marketing data:
Identify key consumer states at the
user level
Balance marketing strategy and
investment to each user segment, in
real-time when possible
24. Key Takeaways
Advertisers and agencies have
unprecedented control over
optimizing frequency by audience
segment
Companies manage business impact
by user segment have driven
significant growth in their digital
channel
25. Customer Insight Through Deeper Analysis
(The Fastest Climbers Win)
Optimization
Predictive
Analytics
BI Reporting and
Ad-Hoc Analysis
• What is the
best choice?
• What will happen?
• What will the impact be?
• What happened?
• When and where?
• How much?