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eXelate Mastercard Presentation - IAB MIXX Conference & Expo 2011
 

eXelate Mastercard Presentation - IAB MIXX Conference & Expo 2011

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  • Data is fragmentedData owners need a platform to aggregate and holistically look at their dataData owners need tools to better capture and manage the value/worth of their dataData owners need scale and the ability to segment their audiencesIn a recent survey we conducted in partnership with ComScore, according to publishers, what tools do they rely on most to manage their data?Ad Server (31%)DMP (24%)Spreadsheets (14%)Google Analytics (14%)Internal Systems (10%)Netezza (3%)SAAS (3%)
  • Need to ensure that data is branded and accurate. Is our data constantly refreshed? What is the value of our audience? Will these segments convert for data buyers?
  • Data needs to be managed in a privacy-compliant manner (1 slide)Are we adhering to privacy standards and regulations?Do we have an innovative, compliant platform?Are we collecting data in a way that respects our consumers?

eXelate Mastercard Presentation - IAB MIXX Conference & Expo 2011 eXelate Mastercard Presentation - IAB MIXX Conference & Expo 2011 Presentation Transcript

  • 10/7/11
    1
    Advertising Decisions At The Speed Of Consumer Behavior
    Damian Garbaccio
    Chief Revenue Officer
    eXelate
    Susan Grossman
    SVP Media Solutions
    MasterCard Advisors
  • audience targeting revenue
    10/7/11
    2
    ©2011 eXelate Inc. Confidential and Proprietary
    2015
    Source: Parks Associates, August 2011
  • data marketing solutions for digital media.
    we make the process of buying,selling and managing
    audience datasimple, safe, & scalable
  • 10/7/11
    4
    ©2011 eXelate Inc. Confidential and Proprietary
    data marketing platform
    MONITOR
    MANAGE
    MONETIZE
  • 10/7/11
    5
    ©2011 eXelate Inc. Confidential and Proprietary
    Publisher 2
    Data
    Publisher 3
    Data
    Publisher 1
    Data
    Publisher 4
    Data
    AUDIENCE SEGMENTS
    FOR DATA BUYERS
    DEMOGRAPHIC
    AWARENESS
    INTERACTION
    INTEREST
    PURCHASE
    INTENT
    Marketplace reaches 300M+ uniques per month worldwide
    Directly-sourced data from publishers and branded partners such as Nielsen, Nielsen Catalina Solutions, Bizo, TargusInfo
    Data classified into Demographic, Interest and Intent segments
    10/7/11
    5
    ©2011 eXelate Inc. Confidential and Proprietary
    • MasterCard Advisors is the Professional Services division of MasterCard WorldWide
    • For decades, we’ve been leveraging our data and analytic assets, proprietary analysis, data-driven consulting, and marketing services solutions to help clients optimize, streamline, and grow their businesses
    Implementation
    Information
    Consulting
    MasterCard Advisors
  • Media Solutions - Improving ROI for Marketers and Relevance for Consumers
    10/7/11
    7
    ©2011 eXelate Inc. Confidential and Proprietary
    Target Audiences
    Understand Segments
    Measure Effectiveness
    • Media Solutions enables Advertisers to better understand the spend behavior of consumer segments
    • Media Solutions enables Advertisers to target audiences based on spend behaviors
    • Media Solutions helps Advertisers to measure the effectiveness their marketing campaigns
  • audience targeting revenue
    10/7/11
    8
    ©2011 eXelate Inc. Confidential and Proprietary
    2015
    Source: Parks Associates, August 2011
  • too complex for data owners.
    10/7/11
    9
    ©2011 eXelate Inc. Confidential and Proprietary
    CHALLENGE
  • 10/7/11
    10
    ©2011 eXelate Inc. Confidential and Proprietary
    …will not scale
    data is fragmented
    SaaS
    tools
    ad server
    data
    owner
    DMP
    Netezza
    CHALLENGE #1
    spreadsheets
    internal tools
    Google Analytics
    Source: eXelate / ComScore data survey, September 2011
  • data must be unique and valuable
    10/7/11
    11
    ©2011 eXelate Inc. Confidential and Proprietary
    CHALLENGE #2
    MY data
    Is our data branded?
    Are we transparent with data collection?
    How often is our data refreshed?
    Will our segments convert for marketers?
  • data must be
    10/7/11
    12
    ©2011 eXelate Inc. Confidential and Proprietary
    privacy
    compliant
    CHALLENGE #3
  • 10/7/11
    13
    ©2011 eXelate Inc. Confidential and Proprietary
    partner with a leader to help you navigate and win.
    SOLUTION
  • 10/7/11
    14
    ©2011 eXelate Inc. Confidential and Proprietary
    1. data is fragmented …will not scale
    1. Leverage 1 platform to bring your data together
    SOLUTION
    2. data must be branded
    2. Evaluate your data and determine value
    3. data must be privacy compliant
    3. Implement tools and processes that promote compliance
  • the 3 m’s of data marketing
    10/7/11
    15
    ©2011 eXelate Inc. Confidential and Proprietary
    1 platform to bring your data together
    • Support sales and business development initiatives that strengthen customer relationships.
    • Create a fluid data management process that creates value and promotes increased business communication.
    • Protect customers and develop privacy best practices that add to your value proposition.
  • 10/7/11
    16
    ©2011 eXelate Inc. Confidential and Proprietary
    evaluate data and determine
    market uses
    MasterCard Data and Analytic Advantage
    1.7 billion
    Payments Cards
    23 billion Transactions per Year
    32 million Merchant Locations
    Online and Offline
    Global Reach
    210 Countries
    Merchant Cleansing & Aggregation
  • Case Study: Spending Pulse for Media
    10/7/11
    17
    ©2011 eXelate Inc. Confidential and Proprietary
    Source: MasterCard SpendingPulse February 2010
  • Case Study- Improving Advertising Effectiveness
    10/7/11
    18
    ©2011 eXelate Inc. Confidential and Proprietary
    Business Requirement
    • Point of sale advertising provider looking to generate greater ad revenues
    Solution
    • MasterCard conducted an analysis that determined the most likely consumer purchase patterns after shopping at this merchant type
    Conclusions
    • The most likely next purchase within two hours is at a restaurant
    • 90% of the time, the restaurant is within a two mile radius of the advertisement
    Result
    • Client used these insights to sign up local restaurant advertisers and drive more efficient media
  • MasterCard Audiences
    10/7/11
    19
    ©2011 eXelate Inc. Confidential and Proprietary
    Highly Likely to Spend Over $1,000 on Women’s Apparel Next Month
    • MasterCard provides analytics that define high value audiences for advertisers
    • Analytics based on purchase behavior of selected segments are highly indicative of likely future behavior
    • Aggregated purchase data provides insight beyond intent; spend level, loyalty, lapsed usage can be used to better identify opportunities
    • Segment based approach drives category expansion, increased category consumption, and retention
    Highly Likely to Make a Wireless Purchase Next Month
    High Discretionary Spending With Propensity for Luxury Spend and Travel
    Spend in Electronics Category Higher Than Average and Increasing
  • Propensity Models Identify High Value Audiences
    10/7/11
    20
    ©2011 eXelate Inc. Confidential and Proprietary
    Future Behavior
    Past Audience Behavior
    Example Audience Metrics:
    • Intent
    • Purchase Amount
    • Discretionary Spending
    • Likelihood to purchase on-line or off-line
    • Likelihood to purchase on deal
    • More or less likely to travel farther distances for category purchases
    Initial Categories
    • High End Retail
    • High End Accommodations
    • Home Improvement
    • New and Used Auto
    • Mega Stores
    • Electronics Retailers
    • High End Travel
    • Frequent Business Travel
    • Wireless
    • International Travel
    • Movies/Entertainment
    • Ticket Vendors
    • Fine Dining
    • Apparel
    • 300+ Standard Category Definitions
    • Custom Categories
  • Audience Development- Aggregation and Analysis
    10/7/11
    21
    ©2011 eXelate Inc. Confidential and Proprietary
    • A
    Analyze & Create Thousands of Segments
    Aggregate Billions of
    Anonymous
    Transactions
    Build Hundreds of Unique Audiences
    Audience “A”
    Audience “B”
    Audience “C”
    Audience “D”
    Audience “E”
    Segment 1
    Segment 2
    Segment 3
    Segment 4
    Segment 5
    .
    .
    Segment N
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    Audiences
    • Propensities are used to aggregate segments to audiences of interest for marketers
    • For example: likelihood to purchase electronics in the next month
    Homogenous Segments
    • Spending propensities are identified at the segment level
    Anonymous Data
    • No name or contact information of any kind
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  • Application of MasterCard Audiences
    10/7/11
    22
    ©2011 eXelate Inc. Confidential and Proprietary
    Create Homogeneous
    Segments
    Work with Third Party to Align Segments
    • Partner companies have rich, multi-source data
    • Unique characteristics are used to establish look a like models
    • Segments are aligned across a broad population
    Looks Like
    Segment 1
    Segment 1
    Looks Like
    Segment 2
    Segment 2
    Looks Like
    Segment 3
    Segment 3
  • Benefits of MasterCard Approach
    10/7/11
    23
    ©2011 eXelate Inc. Confidential and Proprietary
    • Combination of robust purchase information and propensity models accurately estimates emerging consumer demand
    • Drives category expansion, increased consumption and retention
    • Segments definitions inherently include lapsed users and non-users with high purchase potential
    • Speed and relevance, continuously updated and refreshed
    • Flexibility to customize audiences across merchant types, purchase cycle, geographies, etc.
    Example Audience
    Heavy User
    Heavy User
    Heavy User
    Moderate User
    Heavy User
    Lapsed User
    Heavy User
    Heavy User
    Non-User
    Heavy User
    Non-User
    Heavy User
    Heavy User
    Heavy User
    Heavy User
    Heavy User
    Moderate User
    Heavy User
    Non-User
    Heavy User
    Heavy User
    Heavy User
    Heavy User
    Non-User
    Heavy User
    Lapsed User
    Heavy User
    Heavy User
    Heavy User
    Heavy User
    Lapsed User
    Heavy User
    Heavy User
    Heavy User
    Non-User
    Heavy User
    Moderate User
    Lapsed User
    Non-User
    Heavy User
    Heavy User
    Heavy User
    Heavy User
    Heavy User
    Heavy User
    Heavy User
    Heavy User
    Moderate User
    Heavy User
    Heavy User
    Heavy User
    Moderate User
    Heavy User
    Heavy User
    Heavy User
    Heavy User
    Heavy User
    Lapsed User
    Moderate User
    Heavy User
  • 10/7/11
    24
    ©2011 eXelate Inc. Confidential and Proprietary
    partner with a trusted advisor
    1. Bring your data together
    2. Analyze data sets and go to market
    DATA. GET INVOLVED.
    3. Proactively promote compliance with tools
    2015