This document discusses using social media data to enrich customer knowledge. It explains how data from different sources like websites, mobile apps, social media, and beacons can be collected and organized into tiers based on identification methods. This data can then be segmented and allocated to power audience targeting across owned, paid, and earned media channels.

1. Enrichir votre connaissance client
grâce au social media

2. 2
Identity Management

3. /home
Signup
pageview
click
click
FB connect
item
purchase
friend
like
Display ad
click
Newsletter
impression
item
like
click
Consumer A
Consumer B
Consumer C
External data
(Sales, Weather, Box-Office, etc.)
How this data looks
3

4. High affinity, low reach
Coca-Cola
GoT
A Song of
Ice and Fire
Low affinity, high reach
Affinity vs reach
4

5. Song of Ice and Fire
Rome
Affinity
Reach
Facebook
Coca-Cola
HBO
5
Affinity vs reach

6. 6
Adidas
Football
Arsenal
Arsenal
Chelsea
Liverpool
Andreas
Iniesta
FC
Barcelone
Real Madrid
Nike
Football
Chelsea
Liverpool
Affinity vs reach

7. The Full Stack Agency
Towards a Data Driven approach
Data / Audience
Management
Platform
Data Collection
Websites
Mobile applications
Social
Beacons
Tiers
1st party cookie / User ID
Fingerprint / User ID
Social ID / User ID
User ID
Tiers ID
Segmentation / Allocation
TMS /
Data Distribution Platform
Real Time Event Management
DSPs
Push mobile
Notifications
Emailing
Native ads platforms
PAID MEDIA
PAID MEDIA
OWNED MEDIA
OWNED MEDIA
OWNED MEDIA
Data Activation
Digital Strategy Digital Media
FEEDBACKS FEEDBACKS
Reporting
Data Analysis /
Data Modelling
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