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  • 5 th largest digital advertsing company in the world
  • Data is key – we track in the US along well over 200 million unique online users per month, probably have around 30 or so attributes per person
  • This is whyt you’re at ohma – you’ve accepted the challenge! I’m here to share some of our experience and learnings and success we’re having. You’re all here today to learn something – and better your use/position of big data – so the best data I can give you are some insights as to our success and hurdles we all face each day – if anything – you’ll gain some insights on the misunderstanding of metalica fans..
  • Everyone’s got data. Some will position with very scientific languagues, others use their brand and partners, others will say whatever it takes…there’s way too much to choose from – and there’s actually not even an appetite to really understand how 50 companies are really that different – story. TALK to the planners, and Planners really need to cut to the chase and understand & compare to what they know and for media companies – be specific on how you use/implement the data within your ad units.
  • Insights go beyond digital. Customer insight is something that brand marketers crave for. Something that could transform the brand and marketing strategy. Something that can be used across all marketing channels. Skiers Vs Snowboarders for marketing travel too for 1 st bullet…divorce for last
  • If they are all in 1 room – its very difficult to explain data and value to all 3 groups in one way…and definitely not in a 30 minute meeting. Mobile roundtable story…
  • Never assume on the validation – there hasn’t been enough of this – and also shows that you’re on the right track…different data sets validate in different ways – seems to impress/gain support from the buyers and advertisers. Don’t force the suprises and challenges – could come and bite you in the ass if unsubstanciated..
  • Data dashboards do not think, analyze or present data like humans…. 1 st you need lots of data – the more granular the better, Unique data + 3 rd party in a topic tree of 50K units, DMP functions as a dashboard but doesn’t think like a human nor can it present data to executive decision makers. We track for 30 days – take into account seasonality, come up with 2000+ things that are statistically relevant – our insights team reviews this and comes up with a thesis, cites multiple sources and data elements to support insight conclusions. Presentation of this is key so that it can be understood and shared within the entire organization. Limited time by buyers – the better the presentation the more the insights will travel within the organization.
  • Purchase Data, Onramped CRM data, granular topics (brands, skus) tracked all lead to great analysis and findings. Met with CPG brand that has tons of interest data but lacking CPG buying insights
  • Models are built based on different places in funnel – then our media divisions syncronize the media units based on place in funnel – ie: full page take over need to be engaged before an instream or display unit shown so that the product message is received by the user.
  • Using our topic tree is the fun part – frequently used for competitive intelligence and also for insights pre-campaign…
  • James hetfield

Transcript

  • 1. 2 Humanizing Big Data 2 Presented by: Ken Nelson Vice President, Business Development, Exponential @exponentialinc | #advertisingintelligence
  • 2. 3 Company overview • Exponential is the global provider of advertising intelligence and digital media solutions to brand advertisers. • Our e-X Advertising Intelligence Platform combines one of the world’s largest digital media footprints with proprietary audience data and technology to deliver advertising intelligence that enables smarter, better- informed marketing decisions. • Our audience engagement divisions apply advertising intelligence to deliver high- impact, high-engagement campaigns across display, video and mobile media. • Exponential offers solutions in 26 countries worldwide and reaches more than 450m unique users every month*. (comScore 2012) 3
  • 3. 4 About Tribal Fusion PlatformPlatform The e-X Advertising Intelligence Platform combines world- class data and technology to help brands find and reach their prospective customers The e-X Advertising Intelligence Platform combines world- class data and technology to help brands find and reach their prospective customersPLATFORM ServicesServices Tribal Fusion is a global online advertising provider that drives sales for the world’s top brands by helping them learn about, reach and engage their online audiences more effectively. Tribal Fusion is a global online advertising provider that drives sales for the world’s top brands by helping them learn about, reach and engage their online audiences more effectively. CompanyCompany Tribal Fusion is a stand-alone display solution owned by Exponential – a digital advertising company. Exponential provides Tribal Fusion with the ability to leverage a presence in more than 26 countries, 600+ employees worldwide, and a reach of more than 450m unique users every month Tribal Fusion is a stand-alone display solution owned by Exponential – a digital advertising company. Exponential provides Tribal Fusion with the ability to leverage a presence in more than 26 countries, 600+ employees worldwide, and a reach of more than 450m unique users every month
  • 4. 55 Big Data is challenging for everyone
  • 5. 6 6 Mindset of agency planners/buyers with big data
  • 6. 7 Too much data and not enough real insights 7 • Learn about your customer’s interests o Learn about seasonality of your customer’s interests • Product innovation o Discover where your buyers spend on other competitors and product categories o Flavors, product placement in-store, co- product promotion, recipes, mind set • Social o Defining the conversations your brand should join • Defining key life events
  • 7. 8 Big Data is different things to different people… 8 Agency Planner / BuyerAgency Planner / Buyer Data / Insights TeamData / Insights Team Creative Exec & Advertisers Direct Creative Exec & Advertisers Direct • Past performance • Falls within pre-defined target demos • Measurement • Past performance • Falls within pre-defined target demos • Measurement • Data sources • I already get this… • Case studies • Data sources • I already get this… • Case studies • Insights • Insights • Insights • Insights • Insights • Insights
  • 8. 9 Hotel shoppers are interested in dining out, nightlife and music artists who are currently on tour Hotel shoppers are interested in dining out, nightlife and music artists who are currently on tour What are actionable insights 9 Customers are buying your CPG product regardless of what flavor it is.. Customers are buying your CPG product regardless of what flavor it is.. ChallengeChallenge In-Store buyers are very different than your online customers In-Store buyers are very different than your online customers SurpriseSurpriseValidateValidate
  • 9. 10 Insights IS NOT just Data – it’s about patterns 10
  • 10. 11 Understanding the customer’s purchase patterns 11 Insights enable advertisers to better understand the relationship of their specific brand products in relation to like or similar categories. These insights tend to help clarify: •Product positioning within retail •Co-promotion opportunity with other brand products •Identify new products concepts based on purchase patterns
  • 11. 12 12 Insights at work
  • 12. 13 Headphone product launch • Campaign overview o Competing product of Beats by Dre o Audience composed of people would pay for $200+ headphones o Looking for people that are not fans of Dr Dre o Musical interests • Deep Dive Insights analysis o Reviewed music artist and genre fans o Looked for insights/models where upper income/spend would be in line with higher-end product o Looked for additional shared interests of core target
  • 13. 14 14 Bieber vs. Metallica • Interests in family movies (60X) • Shopping for kids goods and apparel (50X) • Purchases on women’s apparel and fine dining indexed high • Interests in family movies (60X) • Shopping for kids goods and apparel (50X) • Purchases on women’s apparel and fine dining indexed high • Guitar instruction / help (150X) • Men designer clothes & accessories (75X) • Purchase patterns of family life o Mega warehouse & quick serve restaurants • Guitar instruction / help (150X) • Men designer clothes & accessories (75X) • Purchase patterns of family life o Mega warehouse & quick serve restaurants Bieber Fans OnlineBieber Fans Online Metallica FansMetallica Fans
  • 14. 15 Results 15 Key Learnings  Validated the brand music strategy  Validated client’s assumption that people who would buy expensive headphones are interested in a variety of music genres  Discovered a surprising customer insight that those likely to be purchase headphones are not only interested in music, but also nightlife Average Time Spend 20.9 17.5 15.8
  • 15. 16 CPG case study 16 • Objective o Compare the 3 audiences related to the brand’s line of frozen snacks and candy including: • Website visitors • In-store purchasers of Frozen Snacks • In-store purchasers of Candy
  • 16. 17 Key learnings 17 • Flavor and format of the candy product could be challenged based on purchase patterns of those customers with other confection products • Flavor and format of the candy product could be challenged based on purchase patterns of those customers with other confection products • Brand image and market targets were well represented within the visitors of the website • Client’s assumption that people who bought the frozen snacks vs. brand’s candy line were in fact different customers, each with distinct lifestyles, needs and interests • Brand image and market targets were well represented within the visitors of the website • Client’s assumption that people who bought the frozen snacks vs. brand’s candy line were in fact different customers, each with distinct lifestyles, needs and interests ValidateValidate ChallengeChallenge • Some in-store buyers shared a set of unique life events and interests that also aligned with the overall brand image of the products • New Twitter discussions and topics that the brand should position its product and advice • Some in-store buyers shared a set of unique life events and interests that also aligned with the overall brand image of the products • New Twitter discussions and topics that the brand should position its product and advice SurpriseSurprise
  • 17. 18 Recommendations for big data marketers 18 • Digital insights sometimes never make it to the right teams at the agencies and advertisers • If you don’t understand, ask more questions and be direct • Big Data people: Make sense of your data and separate targeting profiles vs. insights • Challenge yourself with what questions insights can answer • Challenge customer assumptions from agency and advertisers with insights
  • 18. 19 Thank you 19 Presented by: Ken Nelson I Vice President Business Development Ken.nelson@exponential.com @woanelie