"How Brands can use audience data to increase ROI" by Brendon Ogilvy, Effective Measure

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This presentation was shared on PAS Digital Marketing Conference "Dig-It 2.0"
Session name: Marketing Analytics
Presentation:How Brands can use audience data to increase ROI
Speaker: Brendon Ogilvy, Regional MD, Effective Measure

Published in: Social Media, Business, Technology
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"How Brands can use audience data to increase ROI" by Brendon Ogilvy, Effective Measure

  1. 1. How Brands can use audience data to increase ROI Presented to Digit October 2013
  2. 2. Launched in 32 countries, served over 2,000 Publishers, Ad Networks, Media Agencies, Advertisers, Researchers… Multi National Advertisers & Agencies Local Journalism & Content EM gives you the permission to share this document 2
  3. 3. …offering behavioural, contextual, demographic and psychographic attributes from over 850 million profiles… 33 million profiles in the rest of the World EM gives you the permission to share this document 3
  4. 4. And here’s what we know about Pakistan 16.4 million unique browsers 5.24 average visit duration 79.6 million sessions 245 million pageviews 1.45 average page duration September 2013 EM Dashboard for Pakistan 3.08 average pageviews per session EM gives you the permission to share this document 4
  5. 5. And here’s what we know about Pakistan Female Other Unemployed Housewife/husband Retired Full time student Farmer/agricultural worker Standard worker Sales and Customer Service Personal Service Executive / Other White Collar Skilled Trade Administrative and Secretarial Associate Professional and… Professional Middle manager Senior manager Director, CEO, COO, CFO, Larg… Male 0% 20% 40% 60% 80% 100% 60+ 55-59 50-54 45-49 40-44 35-39 30-34 0% 25-29 5% 10% 15% 20% 25% 20-24 18-19 15-17 0% 5% 10% 15% 20% September 2013 EM Dashboard for Pakistan EM gives you the permission to share this document 5
  6. 6. And here’s what we know about Pakistan University or other Tertiary Postgraduate People in household University or other Tertiary (Under)graduate 8 or more Technical College 7 6 Trade School 5 Secondary 4 3 Primary 2 1 No formal education 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 0% 5% 10% 15% 20% 25% Credit Card Ownership Mobile Internet Users None Female 4 3 2 Male 1 0% 20% 40% 60% 80% 100% September 2013 EM Dashboard for Pakistan 0% 20% 40% 60% EM gives you the permission to share this document 80% 6
  7. 7. What is advertising? In essence, reaching an audience with a pervasive message to achieve certain goals • The basic principles remain the same whether it is online or offline • In order to achieve your marketing goals you need reliable data • This data tells you where best to reach your intended audiences • Nothing new about this… • But it is new to online in Pakistan EM gives you the permission to share this document
  8. 8. Brands need an open data platform to account for all online consumer behaviour. Page & Ad Tags 360° view of the consumer Access Location Online Surveys Device Type Purchase Intent Which facilitates a simple, single view of the market, pre and post buy, fuelling growth in online advertising. Community Online Panels Demographics Interests & Behaviours EM gives you the permission to share this document 8
  9. 9. In a single dashboard, we aggregate all the data your brand needs to better understand your digital audiences… EM gives you the permission to share this document 9
  10. 10. The data enables you to view the total market EM gives you the permission to share this document 10
  11. 11. The data enables you to inspect an audience at a publication level EM gives you the permission to share this document 11
  12. 12. EM gives you the permission to share this document 12
  13. 13. EM gives you the permission to share this document 13
  14. 14. EM gives you the permission to share this document 14
  15. 15. The data allows your marketing teams and agency to plan and target your ideal digital consumers EM gives you the permission to share this document 15
  16. 16. The data allows you to see who’s browsing your own site EM gives you the permission to share this document 16
  17. 17. Using the same data to also view those who engage with your digital destinations…understand who they are… Air Asia EM gives you the permission to share this document 17
  18. 18. The data enables you to understand campaign success… What percentage of impressions were on and off Target Market? What percentage of impressions were viewed on mobiles and desktops? 19% 37% 63% 81% On Off Desktops Mobiles EM gives you the permission to share this document 18
  19. 19. …by measuring your Campaigns reach to your desired Target Market in familiar terms…Gross Ratings Points Reach X Frequency = Digital GRP (Gross Rating Points) 0% Reach How many times was the ad seen? 1, 2, 3, 100% Reach 4 260 Your ad was exposed to 65% of your target market EM gives you the permission to share this document 19
  20. 20. Validating and benchmarking your Campaigns Impact is crucial to showcasing the power of digital… Campaign Impact presents the differences of those who saw my campaign and those that did not What did those who did see the campaign have to say? NOT EXPOSED EXPOSED What did those who did not see the campaign have to say? Please note: Campaign Impact reports are based on having 150 people exposed in the target market and 150 people who have not been exposed in the target-market. EM gives you the permission to share this document 20
  21. 21. …by Demonstrating cut through and continual positive shifts, Campaign to Campaign, Brand to Brand. “Have you seen the ad?” Recall “What did the ad convey about the product?” Familiarity Recommendation Consideration Social Lift “Will you buy/recommend?” Brand Health “Are you currently using a this product or a similar product? EM gives you the permission to share this document 21
  22. 22. …while demonstrating Campaign cut through and positive shifts for each and every campaign… Credit Card EM gives you the permission to share this document 22
  23. 23. In Summary, the data provides… 1 2 Is the most comprehensive planning tool to help you find your consumers online. 3 With rich data to help you know who is engaging with yours and your competitors Digital Destinations. 4 Coupled with Campaign Validation to a Target Market and reports in familiar Terms, Digital GRP. Linked to Campaign research to help Showcase the Power of Digital at shifting sentiment and behaviour. EM gives you the permission to share this document 23
  24. 24. Thank you For using Effective Measure Data in the future!

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