DDOG Day 15-5-2014 - Document summary

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Digest of the deck presented at the DDOG (Digital Data Organic Growth) event which occured on 15.5 at UGC Toison d'Or (Brussels).

The goal of the show was to give useful tools, 'tips & hints' to understand/handle various sets of data: data from marketing environments, data about consumer insights, data generated by sales, ...

Hugues Rey, CEO from Havas Media Brussels : « Today's technology is sufficiently powerful to help in real time our clients. We are here to facilitate and simplify our clients's path through real-time marketing optimisation via our specific tools and our high value experts.

Published in: Marketing, Business, Technology
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DDOG Day 15-5-2014 - Document summary

  1. 1. WELCOME #DATA #MEDIA #DDOG PLEASE SHARE !
  2. 2. Data Augmented Reality Connected life
  3. 3. Data Augmented Reality Connected to social network
  4. 4. Data Augmented Reality Connected media
  5. 5. Data Augmented Reality Connected touchpoints
  6. 6. Data Augmented Reality Connected mobility Data Augmented Reality Connected consumer journey
  7. 7. How to reinvent the connections to consumers in a data driven world ?
  8. 8. Is it all about algorithm now? CONTENT as a Consumer Engagement catalyst Is it all about algorithms now?
  9. 9. 2MV Data Consulting
  10. 10. Data Driven Meaningful Connection Planning MEANINGFUL CONNECTIONS PLANNING ARE FUELED BY DATA, INSIGHTS & ROI-DRIVEN PROVIDE PERSONAL & COLLECTIVE VALUE SHARE A BRAND STORY CONNECT EXPERIENCES ACROSS ALL PLATFORMS IGNITE CONVERSATION & ACTION
  11. 11. NOS BEST CASES MODELISATION FRANCE 15 mai 2014
  12. 12. NOTRE AMBITION Analyser et piloter la data au bénéfice d’une meilleure efficacité media marketing et pour une croissance organique des marques
  13. 13. EN 1 AN…. 30 projets de modélisation 2000 modèles développés 8% de gain de ROI media après un projet de modélisation
  14. 14. LA MODELISATION ECONOMETRIQUE Ventes ou trafic Campagnes média image Variations du niveau des prix relatifs Prospectus/ catalogues Temps forts promotionnels Saisonnalité: jours fériés, vacances scolaires, climat… Média concurrents Promotions concurrentes Campagnes média promo Facteurs internesFacteurs externes De multiples facteurs externes ou internes influencent les ventes ou le trafic, vers une marque ou une enseigne Tous ces facteurs interviennent simultanément Cela rend délicat l’identification des rapports de cause à effet entre chaque facteur individuel et les ventes La modélisation permet de quantifier l’influence de chaque facteur et la manière dont il agit dans le temps
  15. 15. UNE APPROCHE STATISTIQUE AUX CONCLUSIONS OPÉRATIONNELLES Offre Saisonnalité Contexte économique Actions concurrentes Calendrier =ƒVentes Décomposition des ventes par type d’effets Réponse ventes aux investissements Media Promo Noto / image RP, events Données sociales, e reputation
  16. 16. WHEN DATA MEETS PROGRAMMATIC BUYING !
  17. 17. Purchases and Sales of Advertising placement are now done directly via electronic market place : The Ad Exchanges Advertisers Ad Exchange Publishers +9 billion impressions exchanged by month in Belgium Single Buying Ad : We buy an AUDIENCE instead of an impression Supply and demand are managed in Real Time (RTB) A deep mutation of Online Advertising Programmatic Buying
  18. 18. We still talk about media, but the AUDIENCE has taken the lead ! Classic Display Programmatic Buying
  19. 19. Real Time Bidding 1. User visits a webpage 2. The impression is auctionned 3. Buyers place a bid 4. The highest bid “wins” the impression 5. User sees the ad 20 MILLISECONDS A technologic revolution for serving The Media Buying
  20. 20. Reach The right audience At the right moment At the right price With the right creative Main objective of an Advertising message is to reach the right audience. LESS WASTE ! BEST ROI! The gainful impression & the 4 R… A new vision:
  21. 21. WHAT WE CAN DO WITH DATA !
  22. 22. Improve your targeting : use DATA Socio- demographic Behavioural Contextual interest Define the marketing and media target audience The main objective of broadcasting for an advertiser is finding its audience, not a support ! 3rd party data (external providers) 1st party data 2nd party data Advertisers data Publishers data Data Improve your advertising effectiveness and maximize your reach with useful target
  23. 23. Demographic Age, gender With Child Urban / non urban Household revenue Social Class 1-8 Contextual / Environmental Topic – Category IP, browser Compartmental Interest et lifestyle Listening to, fan of, amateur of Intention based Looking for a product Having purchased and ready to buy again Geolocated Country, region, department, city, Size of cities Social Bloggers, influencers Data Improve your advertising effectiveness and maximize your reach with useful target
  24. 24. Adverification technology Double Verification of exact broadcasting frame Powered by Data integration Ability to integrate Data from all parties using Artemis exclusive capabilities User data protection Compliant with the latest legislation for cookies and user protection Advanced targeting Contextual Demographic Geographic Behavioural Device ... Ad’hoc creative optimisation Serve the right message based on user segmentation Aided by the best technologies
  25. 25. CONCLUSION Data empowers programmatic buying ! The best data is yours. Our goal is to optimise your ROI.  We need your help to do so !
  26. 26. Multiple the TV effect by data
  27. 27. Yesterday - 1.500 households
  28. 28. Today Synchronisation
  29. 29. The SRP in television buying Buying optimization Sponsoring evaluation
  30. 30. The SRP in sponsoring De Nacht van vs Wauter vs Waes +36% De Nacht van vs The Voice +70%
  31. 31. The SRP in television buying (illustration) Engagement Zapping Productivity +50%
  32. 32. Synchronisation TV & online Principle of synchronisation or/& or/& Pre-roll Rich Media Display
  33. 33. Measurement of television Concretely During ± 15 minutes after TV diffusion Increase by +25%* power of TV spots in awareness ***Important: media objectives and creation must be on the same line*** Based on ClickOn data in France
  34. 34. Measurement of television Concretely During ± 15 minutes after TV diffusion OR/&
  35. 35. Synchronization in TV buying Future TV Contexte Impressions Clicks
  36. 36. Challenge for tomorrow Synchronisation
  37. 37. 15 % des entreprises jugent posséder capacités de stockage et personnel qualifié pour traiter la data 71 % estiment être loin du compte 50 % des responsables marketing jugent que la data est l’actif le plus mal utilisé 10 % se servent systématiquement des données pour définir leurs stratégies commerciales Source : CMO Council SAS mars 2013 JURASSIC DATA
  38. 38. 2MV DATA CONSULTING DATA ROOM
  39. 39. GODZILLALGORITHME
  40. 40. THANK YOU #DATA #MEDIA #DDOG PLEASE SHARE !

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