The Allstate Story: Leveraging Real Time Tech for Success

Prepared By
9/20/2011
© 2011 Quantcast Corporation.
All Rights Reserved. Prepared for Federated Media - Signal Chicago
Marketing in Real Time

d
9/20/2011
© 2011 Quantcast Corporation. All Rights Reserved. Prepared for Federated Media - Signal Chicago
Transition in Display
Driven by Real Time technologies

The Real Time Opportunity
Marketplace overview
Not much has changed, but some solutions emerging.
Holistic consumer solutions predict the right place and the right time.
Retargeting.
Less waste,
no scale.
Media Bought based on proxy.
Good scale, but
lots of waste.
9/20/2011

Identify the right audiences for product offerings
Deliver qualified leads effectively & efficiently
Maintain reputational equity in a safe content environment
Achieve good eCPA metrics
Drive meaningful scale
Allstate: Online Marketing Goals
9/20/2011

Great Results via Quantcast Performance Lookalikes
9/20/2011
Running Performance Lookalike campaigns for 2 years
Drive efficiency & scale
Custom Allstate model built from desired direct response
objectives
“Request a Quote” confirmation page
Source Real-Time ad impressions via Quantcast
Performance beating CPA goal
Downward CPA trend continues
Beating CPA Goal by 19%!

Attributes of Tomorrow’s Ad Tech Leadership
9/20/2011

Marketing with Real Time Tech
Hundreds of signals important for
superior predictive modeling
125K Real Time auctions / second
&
Many
marketers simultaneously
9/20/2011

Lessons for Performance Campaigns: Choose the Right MetricIndexed click & conversion rates per 1000 impressions
Higher CTR doesn’t always lead to higher conversion rate
Retargeting
Conversion Rate (100 = Top Performer)
Plan A
Plan D
Plan B
Plan C
Click Through Rate (100 = Top Performer)
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What use is ROI without R?If your data is scale limited, so is your return
Retargeting
Revenue (100 = highest total return)
Plan A
Plan C
Plan D
Plan B
CPA (100 = lowest cost per action)
9/20/2011

Lessons for Marketers in a Real Time Future
9/20/2011
Establish & share campaign objectives and success metrics
Tag relevant areas of your site to build effective models
Trust the machine: Leave your offline & online assumptions at home
Data is necessary but not sufficient. Algorithms and machine- learning are essential to manage in an RTB environment
Creative changes lead to temporary spikes in CPAs
Paying higher CPMs often leads to lower CPAs

MARKETING IN REAL TIME BY
9/20/2011

The Allstate Story: Leveraging Real Time Tech for Success

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