1. From DATA 1.0 to DATA 3.0
Digital planning changes & Transition
to Consumer Centric marketing
29│October│2015
2. Used 1st-paty data only
Pros
+ Low CPA
+ Simple activation procedure
Cons
- Reach limitation
- Re-engage covered users (not new)
DATA 1.0: Re-targeting
AWARENESS
PURCHASE
LOYALTY
CONSIDERETION
3. Used 3rd-paty data
Pros
+ Cover NEW users (Prospects)
+ Unlimited reach
Cons
- Medium complexity of activation
- Medium CPA
DATA 2.0: Audience Buying
AWARENESS
PURCHASE
LOYALTY
CONSIDERETION
4. Consumer Centric marketing allows us to cherry-pick an
individual consumer profile and determine the value and price of
each consumer
PLACEMENT
CHANNEL
BUDGET
Consumer
RIGHT
PRICE
Bid or Fix
RIGHT USER
Targeting
Consumer
5. Used 3rd-paty data & 1st-party data &
2nd-party data
Pros
+ Cover users through all purchase funnel level
+ Unlimited reach
+ Customized segments special for Client
+ Higher ROI
Cons
- High complexity of activation
DATA 3.0: Consumer Centric Marketing
AWARENESS
PURCHASE
LOYALTY
CONSIDERETION
6. Data is becoming the fundamental currency
in brand-consumer relationships
7. ONLINE + OFFLINE
Consumer Centric approach requires a significant
re-organization of data collection process
FIRST PARTY DATA
Maximize the value and control of owned data
SECOND PARTY DATA
Build completed profile of your Audience
THIRD PARTY DATA
Worth the money?
8. Audience segmentation based on level of engagement
Clients
Hot
Prospects
Prospects
Active Audience
AudienceUsers saw the ad
Users clicked the ad
Users visited Brand website
Users visited Brand website & engaged
Converted users
9. Audience Analysis
To know who is your target
Ad Campaign Targeting
To contact with relevant users
How we can use the data?
Clients
Hot
Prospects
Prospects
Active Audience
Audience
11. DATA MANAGEMENT
PLATFORM
CREATING OF NEW SEGMENT:
PEOPLE WITH THE SAME PROFILE
AS THOSE WHO HAVE
CLICKED/CONVERTED DURING
THE PREVIOUS BRAND CAMPAIGN
LOOK-A-LIKE MODELING
COLLECTION MODELING ACTIVATION
DISPLAY
MOBILE
VIDEO
CLICKED
CONVERTED
PROGRAMMATIC
PUBLISHERS
CREATIVE #1 CREATIVE #2
SECOND PARTY DATA
Create performance segment based on 2nd party data
12. WEBSITE & CRM USER
PROFILE
Data: Sex, Age, Social Status, Interests,
Interests
Get insights about your audience!
THIRD PARTY DATA
Discovery report of your site Audience
13. BUYING
DEPARTMENT
How to leverage DATA knowledge across all digital touch-points?
SEO DEPARTMENT
SMM
DEPARTMENT
SPECIAL PROJECT
DEPARTMENT
Re-targeting is a very powerful tool to re-engage with consumers that have shown an interest but have not converted
Audience Buying is more applicable for the upper funnel to reach consumer profiles that have not engaged with the advertiser yet.
When Audience Buying, the media bought is audience focused, trying to reach the right consumer segments.
Consumer Centric view is combined as much data as possible into a holistic user profile, combining sophisticated segmentation of the website visitors with CRM and even sales data and enriching it with 2nd and 3rd party data.
Data is fuelled by attribution models that can assign value to each touch-point.
Rather than running short-term campaigns for specific products or offers, Consumer Centric advertising is always-on, the product and offers are selected based on known consumer interests rather than marketing top down decisions.
Installing DMP pixel on your website and emailing you can get access to the report providing profile of your site audience
Data: Sex, Age, Social Status, Interests, Interests
