Behavioral Marketing Online: A Case Study - Behavioral Science

Loading...

Flash Player 9 (or above) is needed to view presentations.
We have detected that you do not have it on your computer. To install it, go here.

0 comments

Post a comment

    Post a comment
    Embed Video
    Edit your comment Cancel

    2 Favorites & 1 Group

    Behavioral Marketing Online: A Case Study - Behavioral Science - Presentation Transcript

    1. Behavioral Targeting Online: A Case Study
    2. Outline
      • Introductions: Behavioral Targeting and it’s role in online media
      • How to measure and value Behavioral Targeting.
      • WSJ/American Airlines Case Study Campaign Results
        • …composition
        • …effectiveness (awareness)
        • …cost efficiency
      • How Behavioral Targeting will evolve
    3. What is Behavioral Targeting
      • Behaviors provide the clearest window into people’s desires and interests
      People qualify themselves for marketers by their own actions Example: repeatedly reading about mortgages or clicking on a loan calculator Typically, online advertisers broadcast to a place or wait for prospects through search… … Instead , Behavioral Targeting allows advertisers to deliver their message to audiences who have demonstrated interest The result is that targeting becomes more efficient Bottom Line: A lower cost per target for advertisers that is triggered by audience behavior
    4. Revenue Science – Leaders in Behavioral Targeting WEB PUBLISHERS SAMPLE AUDIENCE SEGMENTS ADVERTISERS
      • Car Buffs
      • Health Nuts
      • Travel Seekers
      • Mutual Fund Aficionados
      • The Leisure-Minded
      • Engaged Investors
      • Frequent Travelers
      • Affluent Users
      • Gamers
      • Hardcore Sports Fans
      • SUV Shopper
      • End of Year Rebates
      • Hooked on Convertibles
    5. How does Behavioral Targeting work?
      • What people say
        • Registration
        • Search
      • What people do
        • Website
        • Categories and Pages
        • Words
      • How often they do it
        • Frequency
        • Recency
      Visitors Navigate Visitors Are Assigned To Publisher created segments Segments On Future Visits, Targeted Ads Are Served To Segment Members Regardless of Where They Go On The Site (Instead Of House or ROS)
    6. How to Measure Behavioral Targeting: Audience Composition
      • True metric of reaching the right audience
      • Measures core value proposition of targeting
      • Audience Composition: # Qualified / # Total
      • Widely used in print media
        • How does a leading airline make campaign allocation decisions for advertising in the print world?
      146 178 Index 10.3 32 Coverage 16.3 20 Composition 552 1730 Aud (000) Business Week WSJ 5+ Domestic air trips (yr)
    7. Case Study
      • Collaboration between WSJ.com, Revenue Science, Global Airline Carrier and its Advertising Agency
      • Conducted audience composition and advertising effectiveness study using Dynamic Logic tools
      • Used Test/Control methodology
        • Brand Metrics: Control Unexposed, Test IBT Exposed
        • Brand Metrics: Control Unexposed, Test RON Exposed
        • Audience Composition: Control RON, Test IBT
    8. Behavioral Targeting Delivers Significant Lift in Effectiveness for Branding Campaigns
      • Higher Composition across the board (115% to 145% lift)
      • Better targeting can deliver higher compositions than naïve targeting
      • BT gives you brand lift over RON (on 5/6 metrics)
      • In target brand lift is higher on 6/6 metrics
        • When you get the right people, they remember the message more.
      • The BT campaigns are more cost effective than RON even if you don’t count the brand lift!
      Result = 115% lift in audience comp. Business Travelers 1+ Business Trips Per Year
    9. Behavioral Targeting Delivers Significant Lift in Effectiveness for Branding Campaigns
      • Higher Composition across the board (115% to 145% lift)
      • Better targeting can deliver higher compositions than naïve targeting
      • BT gives you brand lift over RON (on 5/6 metrics)
      • In target brand lift is higher on 6/6 metrics
        • When you get the right people, they remember the message more.
      • The BT campaigns are more cost effective than RON even if you don’t count the brand lift!
      Result = 145% lift in audience comp. Business Travelers 5+ Business Trips Per Year
    10. *Statistically significant difference between Control and Exposed group at a 90% confidence level Lift = (Exposed-Control)/Control Please Note: Lift percentages are calculated from the actual Control and Exposed group scores, while the above presented scores are rounded, if attempting lift calculation using the scores above there will be differences from the actual lift due to rounding American Airlines Campaign Results – Right Message Target Audience
      • Message Association for the targeted business travelers experienced statistically significant lifts for all three messages.
      • The following table compares the results for the Qualified Business Travelers
        • Total Respondents: RON = 820; IBT = 373
        • Qualified Respondents: RON = 216; IBT = 210
      100% +8 14% 6% *Message Association – 3,900 daily flights 218% +7 10% 3% *Message Association – frequent flyer program 314% +2 3% 1% *Message Association – upgrade first class 820 RON Difference 373 Sample Size Lift IBT
    11. Economic Case
      • CPT (cost per thousand targets): CPM/Composition
      • ROS CPT: CPM: $35/0.263 = $133
      • Behavioral Targeting CPT: $60/0.563 = $106
      • RON is 25% more expensive than Behavioral Targeting
    12. Where is Behavioral Targeting Going
      • A major piece of the online mix
      • Standards for finding and comparing audiences
      • Network Buys and better privacy protection
      • Advertiser contribution to behavior
    13. Thank You [email_address]

    + Marco DerksenMarco Derksen, 3 years ago

    custom

    3499 views, 2 favs, 1 embeds more stats

    Creative Strategies The Phelps Group, July 2004

    More info about this document

    © All Rights Reserved

    Go to text version

    • Total Views 3499
      • 3427 on SlideShare
      • 72 from embeds
    • Comments 0
    • Favorites 2
    • Downloads 183
    Most viewed embeds
    • 72 views on http://www.marketingfacts.nl

    more

    All embeds
    • 72 views on http://www.marketingfacts.nl

    less

    Flagged as inappropriate Flag as inappropriate
    Flag as inappropriate

    Select your reason for flagging this presentation as inappropriate. If needed, use the feedback form to let us know more details.

    Cancel
    File a copyright complaint
    Having problems? Go to our helpdesk?

    Categories

    Groups / Events