• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Harnessing Big Data to Better Serve Your Audience - Core Audience / iCrossing
 

Harnessing Big Data to Better Serve Your Audience - Core Audience / iCrossing

on

  • 2,057 views

Understanding big data is important. But mastering audience data creates break-throughs for CMOs. During a December 5 Direct Marketing Association webinar, "Owning Your Audience: Harnessing Big Data ...

Understanding big data is important. But mastering audience data creates break-throughs for CMOs. During a December 5 Direct Marketing Association webinar, "Owning Your Audience: Harnessing Big Data to Better Serve Your Audience," Core Audience CEO Adam Lavelle helped marketing executives understand how to apply big data to optimize audience relationships, not channels, especially with the use of a data management platform (DMP).

Statistics

Views

Total Views
2,057
Views on SlideShare
1,249
Embed Views
808

Actions

Likes
4
Downloads
57
Comments
0

6 Embeds 808

http://confluence.es.dupont.com 463
http://greatfinds.icrossing.com 246
http://www.icrossing.co.uk 87
http://connect.icrossing.com 6
http://feeds.feedburner.com 4
https://twitter.com 2

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

CC Attribution License

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Harnessing Big Data to Better Serve Your Audience - Core Audience / iCrossing Harnessing Big Data to Better Serve Your Audience - Core Audience / iCrossing Presentation Transcript

    • Owning Your AudienceHarnessing Big Data to Better Serve Your AudienceAdam Lavelle - CEO, Core AudienceDecember 5, 2012Brought to you by: 1
    • Questions we’re answeringWhat exactly is big data?How do you define and manage your audiences?What opportunities exist for marketers?How do you leverage your audience data for better marketing? 2
    • WHAT IS BIG DATA? 3
    • We’ll start with data…Bit (b) 1 or 0Byte (B) 8 bits, 10010101Kilobyte (KB) 1,000 bytesMegabyte (MB) 1,000,000 bytes
    • Bit Byte Kilobyte MegabyteGigabyte (GB)1,000,000,000 bytes
    • Bit Byte Kilobyte Megabyte Gigabyte Terabyte (TB)1,000,000,000,000 bytes
    • Bit Byte Kilobyte Megabyte Gigabyte Terabyte Petabyte (PB)1,000,000,000,000,000 bytes
    • Bit Byte Kilobyte Megabyte Gigabyte Terabyte Petabyte Exabyte (EB)1,000,000,000,000,000,000 bytes
    • Bit Byte Kilobyte Megabyte Gigabyte Terabyte Petabyte Exabyte Zettabyte (ZB)1,000,000,000,000,000,000,000 bytes
    • Bit Byte Kilobyte Megabyte Gigabyte Terabyte Petabyte Exabyte Zettabyte Yottabyte (YB)1,000,000,000,000,000,000,000,000 bytes
    • A quick cheat sheet… Kilo Greek for ‘thousand’ Mega Greek for ‘large’ Giga Greek for ‘giant’ Tera Greek for ‘monster’ PB Google - 1PB/hour EB 10b copies of Economist ZB World’s info in 2012: 1.2ZB YB ?
    • Big data has three primary challenges… Volume How much of it is being created? Where is it all coming from? Velocity How fast is being created? How fast can it be processed? Variety How many different kinds of it are there? How do I piece it all together? Source: Gartner
    • Big data is everywhere…
    • We care about audience data How do you define and manage your audiences? 14
    • We have entered the “Age of the Customer” Source: Forrester Research
    • So it’s the audience data we start caring about…
    • Defined by blending data sets in real time 1st Party Data 2nd Party Data 3rd Party Data You are here Low Scale High Differentiation High Low • Currently unstructured • Takes work to negotiate • Great reach • Limited populations • Extends reach • Less accuracy • Basis for look-a-likes • No loss of 1st party data • Available to everyone • Highest quality source
    • No shortage: data sources surround us… 1st Party Data 2nd Party Data 3rd Party Data • Website analytics data Brands and publishers • Display campaign data executing “matches” of • Inbound search data their audience • Onsite search data segments on a peer-to- • Email data peer private basis, e.g.: • User Interest data • Offline CRM data
    • Example: defining audiences by interest 19
    • 1st Party Example: Hearst Magazines 1st Party Attributes 20
    • 3rd Party Example – Brand Marketer 3rd Party Attributes { 21
    • Central to gathering audience data is the DMP
    • The DMP may be the hub of digital marketing 23
    • What opportunities exist? 24
    • The potential of audience data management Social campaigns Facebook SEO Twitter Social campaigns Youtube data Spot cable TV buying Intent data 3rd Device data partyLook-a-likes data Direct marketing Call center systems Attribution modeling Moving beyond channel optimization to audience-based marketing, in real-time Source: Forrester Research, Inc.
    • Audience-based marketing Listen and Learn1st Party: Sites/Data Segment audiences and monitor performance Target and Acquire Interest Audience Demo Lifestyle Partner Sites Modeling Clients Grow audiences through targeted display Cookie Life- Purchase stage Pool Protect and Nurture Firm o- In-Market graphics 3rd Party Data Behavior Secure your data, tailor content Extend Data Rights Management & Usage Tracking Find look-a-likes, extending your audience
    • Applications for audience data Publishers Advertisers Enterprises data data data web Audience {} data {} {} data data email Audience- based data data data Audience ads based media (and better Segment data data data #1 search and content performing) data data media spend data social data data data mobileKey components: Key components: Key components:• Mainly 1st party data • 1st and 3rd party data • 1st , 2nd, 3rd, CRM data• Publisher tech (ad server, SSP) • Integrating w/ ad tech (DSPs, etc) • Enterprise tech (platforms)• KPI: Innovating ad offerings • KPIs: improved CPx • KPIs: Lifetime customer value Increasing topline Better results for brand’s Delivering ‘core’ revenue, giving brands media spend - harnessing software infrastructure access to audiences data to better target to the CMO 27
    • Publishers can see their audience anew… 28
    • Leveraging audience data for better marketing 29
    • Actioning against audience data in real time
    • How ‘audience’ works – better display advertising + Purchase Intent -YOUR PRODUCTS & SERVICES -- Image Conscious + Demographics -- Female -- Up and Comer + Location + Sites Frequented Listen - Collect and aggregate 1 , 2 st nd,  Learn – Create and improve  Target – Utilize media buying platforms to fulfill reach goals and 3rd party data from both online and audience segments from offline sources. addressable collected information. through retargeting and look alike audience extension on public display exchanges. Preferred ad based on current profile Feedback Loop  Acquire – Targeted customers are served enhanced impressions powered by your audience offsite. Additional revenue opportunities are added. 31
    • How ‘audience’ works – more relevant onsite content + Purchase Intent -YOUR PRODUCTS & SERVICES -- Image Conscious + Demographics -- Female -- Up and Comer + Location + Sites Frequented Listen - Collect and aggregate 1 , 2 st nd,  Learn – Create and improve  Target – Publish your segments to and 3rd party data from both online and audience segments from your CMS or content optimization offline sources. addressable collected information. platform. Preferred content based on current profile Feedback Loop  Engage – Targeted customers are  Associate your segments with served dynamic content tailored to their existing content paths, personas, individual interests, needs, and requests. and workflows in the content platform. 32
    • How ‘audience’ works – improved email marketing + Purchase Intent -YOUR PRODUCTS & SERVICES -- Image Conscious + Demographics -- Female -- Up and Comer + Location + Sites Frequented Listen - Collect and aggregate 1 , 2 st nd,  Learn – Create and improve  Target – Publish your segments to and 3rd party data from both online and audience segments from your email delivery platform. offline sources. addressable collected information. Personalized email based on current profile Feedback Loop  Audience members are sent  Create and market campaigns in campaign emails that are your email delivery platform to serve personalized to increase response targeted advertisements to segment rates and revenue. members. 33
    • How ‘audience’ works – leveraging offline data + Purchase Intent -- YOUR PRODUCTS and SERVICES -- Price Conscious + Demographics -- Female -- Up and Comer + Location + Sites Frequented A matching file is generated from your  Offline customersand matching visit your  Cookies are set, informing your CRM and delivered to matching properties online online platform with valuable non- partners. partner sites – the matches are PII data attributes from your CRM. found and recorded. Feedback Loop  Your online customer ecosystem is now enhanced and made larger by your existing investment in offline data.
    • Case study – more efficient display buying• Campaign to drive online conversions• Competing against GDN, iMedia, DataXu, and ValueClick• Ad spend driven by audience data• Results: delivered more conversions at better CTR, and nearly as many clicks with significantly less impressions • A third of the impressions • More conversions than all others combined • A 2.3x CTR because of our targeting • 4x better CPA 35
    • ONE MORE THING… 36
    • It isn’t easy… 37
    • SUMMARY 38
    • What we covered… • The big data we care about is audience data • Audience data can come from lots of places • Most brands are not uncovering value from their own data • Technology exists now to make this actionable • The technology needs to work in real-time • There are applications for both brands and publishers • Audience data isn’t just for buying RTB • Brands can begin capturing audience insights now 39
    • If you leave with anything…1. Do a rethink - start with ‘audiences’ before channels2. Consider a DMP as the ‘hub’ of your digital infrastructure3. It’s still early, but its moving fast, so… Pick a partner and start to test and learn now! 40
    • THANK YOUAdam Lavelleadam@coreaudience.comcoreaudience.comfacebook.com/coreaudience@Core_Audience 41