Audience engagement across multiple customer moments - SES 2014
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Audience engagement across multiple customer moments - SES 2014

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Four top tips to harness audience data: ...

Four top tips to harness audience data:

-Think audiences not channels
-Unify buying platforms
-Keep it REAL
-Take advantage of the opportunities

More in: Marketing
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  • 1. Ad Optimisation in Multi-Channel Digital Advertising Sam Fenton-Elstone iCrossing Head of Media London • 10–13 February 2014 • #SESLON @SESConf
  • 2. London | 10–13 February 2014 | #SESLON | @SESConf @sjfe @icrossing_uk Ad Optimisation in multi-channel digital advertising
  • 3. London | 10–13 February 2014 | #SESLON | @SESConf @sjfe @icrossing_uk Complex, marketing headache?
  • 4. London | 10–13 February 2014 | #SESLON | @SESConf @sjfe @icrossing_uk Search Premium Display Shopping Feeds Biddable Media In Game Re-targeting In App Bought Social
  • 5. London | 10–13 February 2014 | #SESLON | @SESConf @sjfe @icrossing_uk By 2016 smart TV ownership will rise From 5% to 66% MediaTel, February 2013
  • 6. London | 10–13 February 2014 | #SESLON | @SESConf @sjfe @icrossing_uk 75% Percentage of Brits who watch TV with a second device (smartphone & tablet) in hand BSkyB & YouGov research, cited: http://www.guardian.co.uk/technology/appsblog/2012/oct/29/social-tv-second-screenresearch
  • 7. London | 10–13 February 2014 | #SESLON | @SESConf @sjfe @icrossing_uk 48% Second screeners on social networks
  • 8. London | 10–13 February 2014 | #SESLON | @SESConf @sjfe @icrossing_uk 10.7 hours a day with all forms of media 5.6 hours on digital http://www.globalwebindex.net/online-time-now-exceeds-offline-media-consumption-globally/
  • 9. London | 10–13 February 2014 | #SESLON | @SESConf @sjfe @icrossing_uk “If you can't explain it to a six year old, you don't understand it yourself.” – Albert Einstein
  • 10. London | 10–13 February 2014 | #SESLON | @SESConf Audiences are the same as they ever were… @sjfe @icrossing_uk
  • 11. London | 10–13 February 2014 | #SESLON | @SESConf @sjfe @icrossing_uk Tip #1 Think Audience, not channel.
  • 12. London | 10–13 February 2014 | #SESLON | @SESConf @sjfe @icrossing_uk Historic ‘targeting’ focused on identifying loudest signal of implied intent Context Where the message is seen Demographic signifiers What can be inferred about the audience based on the context
  • 13. London | 10–13 February 2014 | #SESLON | @SESConf @sjfe @icrossing_uk Your purchases… Your access … Your device… Your likes… Intent signals are multiplying & becoming readable… Your sign ups… Your network… Your location… Your browsing… 1 3
  • 14. London | 10–13 February 2014 | #SESLON | @SESConf @sjfe @icrossing_uk
  • 15. London | 10–13 February 2014 | #SESLON | @SESConf @sjfe @icrossing_uk Display Social Search Retargeting
  • 16. London | 10–13 February 2014 | #SESLON | @SESConf @sjfe @icrossing_uk Display Social Search Retargeting
  • 17. London | 10–13 February 2014 | #SESLON | @SESConf @sjfe @icrossing_uk There are many in-between…
  • 18. London | 10–13 February 2014 | #SESLON | @SESConf @sjfe @icrossing_uk Simplfy machine Tip #2 Simplify the machine.
  • 19. London | 10–13 February 2014 | #SESLON | @SESConf @sjfe @icrossing_uk Audience Access
  • 20. London | 10–13 February 2014 | #SESLON | @SESConf Spend > £2m Spend > £1m Spend < £1m @sjfe @icrossing_uk
  • 21. London | 10–13 February 2014 | #SESLON | @SESConf @sjfe @icrossing_uk Tip #3 Identify the signals that matter
  • 22. London | 10–13 February 2014 | #SESLON | @SESConf @sjfe @icrossing_uk
  • 23. London | 10–13 February 2014 | #SESLON | @SESConf Relevant Efficient Actionable Lasting @sjfe @icrossing_uk
  • 24. London | 10–13 February 2014 | #SESLON | @SESConf @sjfe @icrossing_uk Tip #4 Is your business built to deliver this?
  • 25. London | 10–13 February 2014 | #SESLON | @SESConf @sjfe @icrossing_uk Budget Results Data Strategy Head e-Com CMO Budget Results Data Strategy Head Marketing SEO Manager Paid Search Manager Brand Manager Digital Marketing Manager Affiliate Manager Email Manager Display Manager Social Media Manager
  • 26. London | 10–13 February 2014 | #SESLON | @SESConf @sjfe @icrossing_uk Brand structure with Audience at its core Audience Analysis Audience Engagement Marketing Brand Amplification Audience Acquisition
  • 27. London | 10–13 February 2014 | #SESLON | @SESConf @sjfe @icrossing_uk Typical Agency structure PPC SEO MEDIA CREATIVE INSIGHT
  • 28. London | 10–13 February 2014 | #SESLON | @SESConf @sjfe @icrossing_uk Typical Agency structure PPC SEO MEDIA PPCVISIBILITY & AMPLIFICATION SEO SEO, PPC, MEDIA, SOCIAL, CRM INSIGHT AUDIENCE ANALYTICS CREATIVE INSIGHT CREATIVE CONTENT, COMMUNITY, ART & DESIGN
  • 29. London | 10–13 February 2014 | #SESLON | @SESConf @sjfe @icrossing_uk Think Audiences not channels Unify buying platforms Keep it REAL Take advantage of the opportunities
  • 30. London | 10–13 February 2014 | #SESLON | @SESConf @sjfe @icrossing_uk Audience engagement across multiple customer moments
  • 31. London | 10–13 February 2014 | #SESLON | @SESConf @sjfe @icrossing_uk Thank you. @sjfe @icrossing_uk 01273 827 700