Digiday Agency LA: Realizing the Potential of Audience Data to Power Marketing Decisions
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Digital marketers and agencies have tapped into data, and, more specifically, audience data to fuel marketing decisions. Targeting the right audience, uncovering new prospects and expanding reach potential through modeling are the top three ways in which marketers are applying big data to marry tailored content with relevant advertising. Learn how you can help your clients reduce waste, improve campaign results and drive 2012 revenue through data.
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Digiday Agency LA: Realizing the Potential of Audience Data to Power Marketing Decisions
- 1. How Agencies Can Take Better Advantage of Online Audience Data Jeff Huter eXelate 3/4/2012 1 ©2011 eXelate Inc. Confidential and Proprietary
- 2. The single source for the most effective and actionable marketing data for digital advertisers. We power optimal digital marketing decisions through: 1. Unique, proprietary and modeled data 2. Delivered effectively and efficiently 3. Supported by superior services & analytics 3/4/2012 2 ©2011 eXelate Inc. Confidential and Proprietary
- 3. is data 350M 1,000+ Unique Users Verified Segments *based on a 30 day period Audience Segments Branded Data Premium Clients 10B Data Points Analyzed Each Month 3/4/2012 3 ©2011 eXelate Inc. Confidential and Proprietary
- 4. the data movement U.S. marketers will more than double their annual spending on online-derived data sources over the next two years - investing as much as $840 million by 2012 on information about digital audiences, transactions and 'clickstream' behaviors. - “Changing Mission of Marketing Data” 3/4/2012 4 ©2011 eXelate Inc. Confidential and Proprietary
- 5. data fuels 3 key marketer initiatives discover reach expand smarter marketing decisions 3/4/2012 5 ©2011 eXelate Inc. Confidential and Proprietary
- 6. identify new prospects glean audience insights observe and plan for trends discover 3/4/2012 6 ©2011 eXelate Inc. Confidential and Proprietary
- 7. supplementing 1st party data with 3rd party data 3/4/2012 7 ©2011 eXelate Inc. Confidential and Proprietary
- 8. segment activation 3/4/2012 8 ©2011 eXelate Inc. Confidential and Proprietary
- 9. extract valuable insights The Chevrolet Intender is: likely to be male (68%) 6.2x more likely than BMW Intenders to be in Nielsen Household Prizm 28 Traditional Times
- 10. identifying trends brand equity/trends emerge in spotting shopper intent to purchase by brand Volume Trend: Mobile By Manufacturer Is activity spike following 60,000 other announcements , such as changes carrier 50,000 relationships… is there 40,000 affect on other brands? 30,000 Is insight drawn from 20,000 daily changes…i.e. brand shopping differences on 10,000 Cyber Monday that may reflect perceptions of 0 premium vs. discount value? Make: Apple Make: HTC Make: LG Make: Motorola Make: Nokia Make: Palm Make: RIM Make: Samsung Make: Sony Ericsson
- 11. eXelate data = valuable informant STUDY: New nameplate for Chrysler BUSINESS CHALLENGES: 1. Identify key markets and competitive brands to conquest. 2. Steal market share. 3/4/2012 11 ©2011 eXelate Inc. Confidential and Proprietary
- 12. eXelate data = valuable informant ADVANCED ANALYSIS RESULTS: The cross section of Fiat and competitive models shopper confirms: 1. People that are Mini, SmartCar, and Scion 'Intenders" are far more likely than average to also be Fiat intenders 2. People who are Scion, SmartCar, and Mini Intenders (as well as Honda, Toyota, and Nissan) have socio-economic characteristics that are similar to that of Fiat intenders 3. Intenders of Asian and European Cars have relatively similar socio-economic characteristics, and both are different than intenders of US makes The Fiat shopper is dissimilar to Chrysler/Chrysler models 3/4/2012 12 ©2011 eXelate Inc. Confidential and Proprietary
- 13. eXelate data = valuable informant ADVANCED ANALYSIS RESULTS: The cross section of Fiat and competitive models shopper informs: 1. Additional targeting segments for conquesting Nielsen Prizm households where competitive brands have a strong preference 2. Additional targeting segments that Fiat should defend Nielsen Prizm households that have early affinity for Fiat 3. Dealer showrooms Where should Fiat retail 3/4/2012 13 ©2011 eXelate Inc. Confidential and Proprietary
- 14. target the right consumers minimize waste improve user experience reach 3/4/2012 14 ©2011 eXelate Inc. Confidential and Proprietary
- 15. robust marketplace of audiences household behavioral purchase demographics propensity intent NFL, Shopping, Re College Football Gender, Age tail Travel, Re Pets Household, Neighb gion orhood Tech Auto Buyers Enthusiasts Relationship Hobbies, Playi Shopping, Fo ng Music od & Wine Income, Net worth 3/4/2012 15 ©2011 eXelate Inc. Confidential and Proprietary
- 16. reach the right audience Total NUMBER of available audience segments have doubled YOY to over 1,000 eXelate audience attributes This may reduce AND enable your need to build custom segments We continue to add data providers and attributes, but only where there is a need We create segment(s) from commonly requested attribute combinations. These eXelate “Smart Segments” are distributed to all buy-side partners Example: “Men in Trouble” {male AND shopping for flowers & gifts}
- 17. eXelate results: verification • Confirmed session assignments and cookie matching • Identified instances where multiple users access the same computer 1 2 3 4 5 demographic: Gender intent: Auto intent: Travel intent: Shopping eXelate demographic and intent data segments fell within the top 2 boxes of the 5-point rating scale. 3/4/2012 17 ©2011 eXelate Inc. Confidential and Proprietary
- 18. audience targeting Historical use of behavioral data has skewed toward Direct Marketers Today, audience targeting has invited Brand Marketers who want precision, minimal waste, and assurance they reach the audience they aim to target. Buying on site audience composition alone is increasingly challenged. Online campaign audits (via Nielsen OCR et el) will be commonplace and hold publishers accountable
- 19. model based on your best performers reach the optimal audience at scale deliver 3x-5x better results expand 3/4/2012 19 ©2011 eXelate Inc. Confidential and Proprietary
- 20. first party + third party data Large brands quickly exhaust high-affinity segments available off the shelf. The fact of the matter is that there’s never enough high- performing data. Xaxis tackles this challenge by building the data that our clients need. Eugene Becker Vice President of Analytics 3/4/2012 20 ©2011 eXelate Inc. Confidential and Proprietary
- 21. maX audience modeling Built on a foundation of best-in-class analytics processes and leveraging billions of exclusive, 3rd party online and offline data points, eXelate builds targeted custom audiences that model attributes of top-performing customers 3/4/2012 21 ©2011 eXelate Inc. Confidential and Proprietary
- 22. building segments URL Visitation: Converted Consumer www.autobytel.com/land-rover Browser: Mozilla Firefox Operating system: Windows 7 [ advertising data cloud ] Keyword Search: Land Rover Type of device: PC eXelate takes the raw, initial attributes of a brand’s converters and identifies similar consumers in our marketplace for that brand to target. 3/4/2012 22 ©2011 eXelate Inc. Confidential and Proprietary
- 23. adaptive audience intelligence The iterative, business and technical process loop that brings Offline 1st Data together relevant Big Data Party Data Find optimized audiences while Online Data automatically pushing intelligence into marketing-facing operational systems as well as pulling feedback loop feedback to guarantee continual, campaign-performance improvement. digital media transactions [ advertising data cloud ]
- 24. audience targeting methods compared Performance vs. Scale Performance Fully Customizable via Reach Control Scale Performance maX Reach Control Reach Control Segments Scale (grouped by performance rather than size)
- 25. 3rd Party Data Key questions you need to ask? Are the data sets proprietary? What data sets are augmented with other data sources? Is the total segment size in line with total universe? How do they compensate source(s) of data? Can you buy based on recency? Can you create and buy custom segments? Are you compliant with industry privacy standards?
- 26. eXelate Benefits Summary Infrastructure built to support the growing demand in Audience Targeting and Analytics Robust data marketplace assure best available scale for your campaigns Fully compliant with industry privacy standards THE FIRST AND ONLY COMSCORE VERIFIED DATA AVAILABE TODAY
- 27. we make the process of buying, selling and managing audience data simple, safe, & scalable
- 28. www.exelate.com 646.237.4210 3/4/2012 28 ©2011 eXelate Inc. Confidential and Proprietary
Notes de l'éditeur
- “Game Enthusiasts (Video & Online)” – this segment leverages the eXelate ‘Casual Gaming’ segment and demonstrates how a partners 1st Party Data can be supplemented with an eXelate segment to increase audience size in Adobe AudienceManagerThe eXelate / Adobe AudienceManager integrations allows advertisers to leverage eXelate’s premium online behavioral and purchase-intent data, assess it against their other valuable data sources, model robust marketing segments and target them across the digital ecosystem.Audience Identification & Segmentation: Advertisers can leverage data from their analytics platform, ad performance data and eXelate segments and then combine these attributes into high-value audience profilesAudience Targeting: Activate Segments Across the Ecosystem: Advertisers can easily activate their eXelate-sourced segments across any digital targeting platform.Audience Discovery: Performance & Analytics
- “Targeting Segments” shows the activation of eXelate segments in a targeting platform – mediamathThe eXelate / Adobe AudienceManager integrations allows advertisers to leverage eXelate’s premium online behavioral and purchase-intent data, assess it against their other valuable data sources, model robust marketing segments and target them across the digital ecosystem.Audience Identification & Segmentation: Advertisers can leverage data from their analytics platform, ad performance data and eXelate segments and then combine these attributes into high-value audience profilesAudience Targeting: Activate Segments Across the Ecosystem: Advertisers can easily activate their eXelate-sourced segments across any digital targeting platform.Audience Discovery: Performance & AnalyticsSegmenting and targeting the eXelate-identified audience through Adobe AudienceManager allows partners to assess the performance of segments they have targeted in specific campaigns, as well as review the performance of un-targeted segments. Advertisers & Agencies can assess the audience that consumed media across all composites of the campaign buy, whether they be direct to a publisher, through a DSP, through an ad network.Advertisers & Agencies can also isolate new opportunities for future marketing initiatives, analyze the universe of users who haven’t been targeted, or optimize existing campaigns to meet and exceed audience goals.
- eXelate offers a multitude of insights to share with brand clients. eXelate data is able to decipher a brand’s exact target and provide insights into what products the consumer is buying, where they are shopping and their brand affinity.
- A brand client may want to know a trend that is occuring in their industry. Trend insights allow a brand to understand the types of online competitive trends.