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THE	
  MOVE	
  TO	
  MANAGING	
  AUDIENCES	
  
IN	
  A	
  MODERN	
  MARKETING	
  WORLD	
  
The	
  increasing	
  need	
  to	
  bridge	
  tradiAonal	
  media	
  and	
  CRM	
  
	
  

SCIENCE

|

CREATIVITY

|

TECHNOLOGY!
TradiAonal	
  markeAng	
  approaches	
  
	
  have	
  not	
  kept	
  up	
  
with	
  modern	
  markeAng	
  technologies
and	
  changing	
  consumer	
  engagement.	
  
Marketers	
  have	
  been	
  treaAng	
  media	
  like	
  a	
  
faceless	
  mass	
  channel,	
  ignoring	
  the	
  opportunity	
  
to	
  treat	
  all	
  media	
  like	
  a	
  targeted,	
  1:1	
  dialogue.	
  
Discipline	
  Silos	
  Are	
  DestrucAve	
  

IntegraAon	
  does	
  not	
  exists	
  and	
  separate	
  objecAves	
  and	
  execuAonal	
  prioriAes	
  
conflict	
  with	
  an	
  overall	
  consumer	
  experience	
  and	
  does	
  not	
  provide	
  a	
  holisAc	
  
view	
  of	
  campaign	
  performance.	
  
Brand	
  

Digital	
  

Media	
  	
  

Public	
  Rela2ons	
  

Brand Strategy!

Websites!

Media Strategy!

Social, Events,
Relations!

Campaign
Idea!

Campaign
Implementation!

Campaign
Plans/Buys!

Campaign
Implementation!

Traditional
Media!

‘Digital’,
Social?!

Integrated!

Integrated?!

Brand Tracking!

Website
Reporting!

Campaign
Reporting!

Monitoring!

Qualitative
Insights!

Optimization!

Post-Reporting!

Survey!
The	
  MarkeAng	
  Landscape	
  Baffles	
  

The	
  markeAng	
  toolbox	
  is	
  large	
  and	
  confusing	
  on	
  how	
  
to	
  choose,	
  implement	
  and	
  gain	
  value	
  out	
  of	
  the	
  
appropriate	
  technology	
  stack.	
  

Source:	
  Luma	
  Partners	
  
MarkeAng	
  Agility	
  is	
  an	
  Oxymoron	
  

Marketers	
  and	
  their	
  partners	
  are	
  not	
  equipped	
  to	
  interact	
  with	
  customers	
  in	
  real-­‐
Ame,	
  with	
  centralizaAon	
  of	
  data	
  being	
  a	
  core	
  dependency	
  most	
  do	
  not	
  have.	
  

47%	
  	
  

of	
  AdverAsers	
  cannot	
  	
  
interact	
  in	
  real-­‐Ame.	
  
The	
  Media	
  Landscape	
  Confuses	
  

The	
  sheer	
  volume	
  and	
  methods	
  in	
  which	
  a	
  marketer	
  
can	
  purchase	
  impressions	
  have	
  become	
  massively	
  
complex,	
  with	
  few	
  partners	
  offering	
  a	
  honest	
  and	
  
unbiased	
  view	
  of	
  how	
  do	
  do	
  it	
  most	
  efficiently.	
  

Source:	
  Luma	
  Partners	
  
ProgrammaAc	
  Buying	
  is	
  Rising	
  Fast	
  
Today’s	
  pipe	
  and	
  brain	
  is	
  focused	
  on	
  driving	
  down	
  cost	
  and	
  driving	
  up	
  
CTR,	
  based	
  on	
  qualitaAve	
  audiences	
  that	
  are	
  not	
  scienAfically	
  based.	
  

29%	
  	
  

of	
  digital	
  spend	
  	
  
will	
  be	
  RTB	
  by	
  2017	
  
Marketers	
  Need	
  to	
  Buy	
  People	
  

Marketers	
  and	
  their	
  partners	
  are	
  not	
  equipped	
  to	
  interact	
  with	
  customers	
  in	
  real-­‐
Ame,	
  with	
  centralizaAon	
  of	
  data	
  being	
  a	
  core	
  dependency	
  most	
  do	
  not	
  have.	
  

We	
  need	
  to	
  push	
  to	
  drive	
  at	
  a	
  richer	
  
ingoing	
  understanding	
  of	
  the	
  target	
  	
  on	
  a	
  
1:1	
  or	
  segment	
  level	
  and	
  bidding	
  on	
  the	
  
quality	
  of	
  the	
  person	
  being	
  exposed.	
  
TradiAonal	
  Media	
  is	
  Tipping	
  
The	
  technology	
  to	
  apply	
  RTB	
  and	
  audience	
  level	
  targeAng	
  is	
  becoming	
  
available	
  in	
  tradiAonal	
  –	
  the	
  market	
  must	
  be	
  ready	
  for	
  it.	
  

Visible	
  World’s	
  programmaAc	
  TV	
  pladorm	
  
launched	
  Jan	
  2013	
  and	
  cable/satellite	
  
providers	
  are	
  offering	
  hyper-­‐targeAng	
  
through	
  data	
  mining	
  customers.	
  
Mobile	
  is	
  Changing	
  the	
  Landscape	
  
The	
  integraAon	
  of	
  mobile	
  into	
  creaAve	
  and	
  buying	
  strategies	
  is	
  providing	
  
marketers	
  with	
  truly	
  localized	
  and	
  relevant	
  messaging	
  at	
  the	
  right	
  Ame.	
  

Source:	
  hhp://everythingmobile.mobi/blog/11-­‐the-­‐effecAveness-­‐of-­‐mobile-­‐markeAng	
  
A	
  new	
  markeAng	
  process	
  is	
  required.	
  
The	
  New	
  MarkeAng	
  Process	
  
FROM:	
  

TO:	
  

Targets	
  

Targets	
  

Media	
  

Media	
  

Analysis	
  

Analysis	
  

• 
• 
• 
• 
• 

• 
• 
• 
• 
• 

• 
• 
• 
• 

AssumpAons	
  
QualitaAve	
  
Mass	
  
StaAc	
  
‘Insights’	
  

Impressions	
  
Volume	
  
‘TargeAng’	
  
Cookies	
  
Channels	
  

Weekly	
  
Post	
  campaign	
  
Brand	
  impact	
  
‘ROI’	
  	
  

• 
• 
• 
• 
• 

• 
• 
• 
• 
• 

• 
• 
• 
• 

Data	
  mining	
  
PredicAve	
  
Segmented	
  
Dynamic	
  
Insights	
  

OpAmizaAon	
  
Clusters	
  
Hyper-­‐targeted	
  
People	
  
Engagement	
  

Automated	
  
Real-­‐Ame	
  
Brand	
  relaAonships	
  
ROI	
  
The	
  New	
  arkeAng	
  process	
  
MarkeAng	
  Process	
  
The	
  new	
  m build	
  segments,	
  uAlizing	
  paid	
  and	
  owned	
  
Leverage	
  data	
  to	
  
channels	
  to	
  hyper-­‐target	
  and	
  opAmize	
  in	
  real-­‐Ame.	
  

HYPER-­‐TARGETED	
  MEDIA	
  

Hyper	
  targeAng	
  of	
  segmenAng	
  though	
  ad	
  placement	
  across	
  digital	
  
pladorms	
  (social,	
  mobile,	
  display)	
  –	
  targeAng	
  key	
  segments	
  and	
  
key	
  drivers	
  that	
  may	
  affect	
  acAons	
  

PAID	
  

Colt	
  Steele	
  

PROMOTED	
  CONTENT	
  

Hyper	
  targeAng	
  of	
  segment	
  though	
  social	
  ad	
  placement	
  –	
  targeAng	
  
key	
  segments	
  and	
  key	
  drivers	
  that	
  may	
  affect	
  social	
  acAons	
  –	
  
AcquisiAon	
  or	
  RetenAon.	
  

INTELLIGENT	
  SEGMENTING	
  

Now	
  that	
  we	
  know	
  individuals,	
  we	
  can	
  build	
  a	
  profiles	
  of	
  
the	
  type	
  of	
  target	
  segment	
  that	
  we	
  want	
  to	
  communicate	
  
with,	
  based	
  on	
  the	
  value	
  and	
  needs	
  of	
  the	
  segments.	
  

OPTIMIZED	
  CONTENT	
  STRATEGIES	
  

OWNED	
  

OpAmizing	
  content	
  across	
  digital	
  pladorms–	
  managing	
  key	
  
segments	
  and	
  drivers	
  that	
  may	
  affect	
  desired	
  acAons.	
  

TIE	
  TO	
  MARKETING	
  ROI	
  

Understanding	
  the	
  link	
  between	
  content	
  interacAon	
  and	
  
increased	
  spend,	
  brand	
  affinity	
  and	
  loyalty	
  

TESTING	
  &	
  
OPTIMIZATION	
  

Colt	
  Steele	
  

Day 1

Day 2

Day 3

Connections
Cost-per-like
Linear (Connections)
Linear (Cost-per-like)

Day 4

Day 5

Day 6

Day 7

CreaAon	
  of	
  mulA-­‐variant	
  
tesAng	
  against	
  the	
  chosen	
  
target	
  segments	
  to	
  opAmize	
  	
  
messaging	
  response	
  based	
  
on	
  engagement.	
  
In	
  Summary:	
  	
  

The	
  modern	
  markeAng	
  landscape	
  is	
  confusing	
  and	
  the	
  
promise	
  of	
  hyper-­‐targeAng	
  and	
  1:1	
  communicaAons	
  is	
  
rarely	
  acAoned.	
  
Discipline	
  silos	
  are	
  sAll	
  a	
  reality	
  and	
  are	
  not	
  going	
  away	
  

AdverAsing	
  tools	
  and	
  technologies	
  are	
  confusing	
  and	
  have	
  emerged	
  
too	
  quickly	
  for	
  most	
  to	
  keep	
  up	
  with	
  
Brands	
  and	
  partner	
  agencies	
  are	
  not	
  set	
  up	
  to	
  deploy	
  in	
  an	
  agile	
  
format	
  uAlizing	
  these	
  tools	
  and	
  technologies	
  
Agencies	
  have	
  not	
  adjusted	
  to	
  the	
  ability	
  to	
  build	
  real,	
  
addressable	
  target	
  audiences	
  in	
  the	
  tradiAonal	
  world	
  
The	
  SoluAon:	
  	
  

Audience	
  Experience	
  Planning	
  	
  

Understanding	
  the	
  audience	
  at	
  a	
  granular	
  level	
  and	
  taking	
  advantage	
  of	
  the	
  
technology	
  tools	
  that	
  are	
  available	
  to	
  rebuild	
  the	
  markeAng	
  approach	
  from	
  the	
  
ground	
  up.	
  
The	
  SoluAon:	
  	
  

The	
  Audience	
  at	
  the	
  Core	
  of	
  Experience	
  Planning,	
  
Technology	
  at	
  the	
  Core	
  of	
  MarkeAng	
  Strategy	
  	
  	
  	
  	
  	
  	
  
AUDIENCE	
  EXPERIENCE	
  PLANNING	
  

ENGAGEMENT	
  
MARKETING	
  STRATEGIES	
  

MEASUREMENT	
  &	
  
ANALYSIS	
  

AD	
  TECHNOLOGY	
  
IMPLEMENATION	
  

Understand	
  audiences,	
  build	
  programs	
  and	
  deploy	
  
tools	
  to	
  automate	
  tradiAonal	
  markeAng	
  acAviAes.	
  
AEP	
  REQUIREMENTS:	
  

ApplicaAon	
  of	
  CRM	
  to	
  TradiAonal	
  Programs	
  
	
  

Audience	
  Insights	
  &	
  Analysis	
  
•  Database	
  integraAon	
  
•  Data	
  modeling	
  &	
  mining	
  
•  SegmentaAon	
  &	
  analysis	
  
	
  	
  
Tools:	
  
•  Data	
  scraping	
  
•  Data	
  mining	
  
•  Automated	
  passing	
  of	
  data	
  (API,	
  etc)	
  

ProgrammaAc	
  Planning/Buying	
  
• 
• 
• 

Audience	
  targeAng	
  
1:1	
  targeAng	
  
LocaAon	
  based	
  targeAng	
  

Tools:	
  
•  RTB	
  Pladorms	
  
•  Audience	
  targeAng	
  Pladorms	
  
•  Direct	
  markeAng	
  pladorm	
  

+

Loyalty	
  &	
  Affinity	
  MarkeAng	
  
•  Social	
  value	
  exchange	
  
•  Social	
  loyalty	
  programs	
  
•  Segment	
  migraAon	
  strategies	
  
	
  
Tools:	
  
•  Rewards	
  pladorm	
  (gamificaAon,	
  badges)	
  
•  Social	
  registraAon	
  
•  Mobile	
  applicaAons	
  

Content	
  AnalyAcs	
  
• 
• 
• 

Campaign	
  analysis	
  
PredicAve	
  modeling	
  
MarkeAng	
  automaAon	
  

Tools:	
  
•  PredicAve	
  content	
  analyAcs	
  
•  MarkeAng	
  automaAon	
  tools	
  
•  Dashboards	
  and	
  modeling	
  engines	
  
Where	
  to	
  	
  

Start?	
  

1. ANALYZE	
  

Get	
  to	
  know	
  your	
  customers	
  and	
  prospects	
  and	
  hypothesize/predict	
  
ways	
  that	
  you	
  and	
  improve	
  your	
  relaAonship	
  

2. RECOGNIZE	
  &	
  PERSONALIZE	
  

Develop	
  a	
  systems	
  to	
  drive	
  the	
  value	
  exchange	
  between	
  the	
  consumer	
  
and	
  brand,	
  delivering	
  personalized	
  content	
  that	
  is	
  highly	
  relevant.	
  

3. AUTOMATE	
  

Develop	
  a	
  systems	
  to	
  drive	
  the	
  value	
  exchange	
  between	
  the	
  consumer	
  
and	
  brand,	
  delivering	
  personalized	
  content	
  that	
  is	
  highly	
  relevant.	
  

4. ANALYZE	
  (over	
  and	
  over)	
  

Mine	
  the	
  data	
  to	
  understand	
  how	
  they	
  are	
  responding	
  to	
  markeAng	
  
acAviAes	
  and	
  what	
  levers	
  are	
  working	
  in	
  building	
  relaAonships.	
  
Thanks.	
  
	
  

Paul	
  Cowan	
  

paul@cincmarkeAng.com	
  
@cowanpkc	
  
	
  
cincmarkeAng.com	
  
	
  

SCIENCE

|

CREATIVITY

|

TECHNOLOGY!

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The move to managing audiences in an agile marketing world

  • 1. THE  MOVE  TO  MANAGING  AUDIENCES   IN  A  MODERN  MARKETING  WORLD   The  increasing  need  to  bridge  tradiAonal  media  and  CRM     SCIENCE | CREATIVITY | TECHNOLOGY!
  • 2. TradiAonal  markeAng  approaches    have  not  kept  up   with  modern  markeAng  technologies and  changing  consumer  engagement.  
  • 3. Marketers  have  been  treaAng  media  like  a   faceless  mass  channel,  ignoring  the  opportunity   to  treat  all  media  like  a  targeted,  1:1  dialogue.  
  • 4. Discipline  Silos  Are  DestrucAve   IntegraAon  does  not  exists  and  separate  objecAves  and  execuAonal  prioriAes   conflict  with  an  overall  consumer  experience  and  does  not  provide  a  holisAc   view  of  campaign  performance.   Brand   Digital   Media     Public  Rela2ons   Brand Strategy! Websites! Media Strategy! Social, Events, Relations! Campaign Idea! Campaign Implementation! Campaign Plans/Buys! Campaign Implementation! Traditional Media! ‘Digital’, Social?! Integrated! Integrated?! Brand Tracking! Website Reporting! Campaign Reporting! Monitoring! Qualitative Insights! Optimization! Post-Reporting! Survey!
  • 5. The  MarkeAng  Landscape  Baffles   The  markeAng  toolbox  is  large  and  confusing  on  how   to  choose,  implement  and  gain  value  out  of  the   appropriate  technology  stack.   Source:  Luma  Partners  
  • 6. MarkeAng  Agility  is  an  Oxymoron   Marketers  and  their  partners  are  not  equipped  to  interact  with  customers  in  real-­‐ Ame,  with  centralizaAon  of  data  being  a  core  dependency  most  do  not  have.   47%     of  AdverAsers  cannot     interact  in  real-­‐Ame.  
  • 7. The  Media  Landscape  Confuses   The  sheer  volume  and  methods  in  which  a  marketer   can  purchase  impressions  have  become  massively   complex,  with  few  partners  offering  a  honest  and   unbiased  view  of  how  do  do  it  most  efficiently.   Source:  Luma  Partners  
  • 8. ProgrammaAc  Buying  is  Rising  Fast   Today’s  pipe  and  brain  is  focused  on  driving  down  cost  and  driving  up   CTR,  based  on  qualitaAve  audiences  that  are  not  scienAfically  based.   29%     of  digital  spend     will  be  RTB  by  2017  
  • 9. Marketers  Need  to  Buy  People   Marketers  and  their  partners  are  not  equipped  to  interact  with  customers  in  real-­‐ Ame,  with  centralizaAon  of  data  being  a  core  dependency  most  do  not  have.   We  need  to  push  to  drive  at  a  richer   ingoing  understanding  of  the  target    on  a   1:1  or  segment  level  and  bidding  on  the   quality  of  the  person  being  exposed.  
  • 10. TradiAonal  Media  is  Tipping   The  technology  to  apply  RTB  and  audience  level  targeAng  is  becoming   available  in  tradiAonal  –  the  market  must  be  ready  for  it.   Visible  World’s  programmaAc  TV  pladorm   launched  Jan  2013  and  cable/satellite   providers  are  offering  hyper-­‐targeAng   through  data  mining  customers.  
  • 11. Mobile  is  Changing  the  Landscape   The  integraAon  of  mobile  into  creaAve  and  buying  strategies  is  providing   marketers  with  truly  localized  and  relevant  messaging  at  the  right  Ame.   Source:  hhp://everythingmobile.mobi/blog/11-­‐the-­‐effecAveness-­‐of-­‐mobile-­‐markeAng  
  • 12. A  new  markeAng  process  is  required.  
  • 13. The  New  MarkeAng  Process   FROM:   TO:   Targets   Targets   Media   Media   Analysis   Analysis   •  •  •  •  •  •  •  •  •  •  •  •  •  •  AssumpAons   QualitaAve   Mass   StaAc   ‘Insights’   Impressions   Volume   ‘TargeAng’   Cookies   Channels   Weekly   Post  campaign   Brand  impact   ‘ROI’     •  •  •  •  •  •  •  •  •  •  •  •  •  •  Data  mining   PredicAve   Segmented   Dynamic   Insights   OpAmizaAon   Clusters   Hyper-­‐targeted   People   Engagement   Automated   Real-­‐Ame   Brand  relaAonships   ROI  
  • 14. The  New  arkeAng  process   MarkeAng  Process   The  new  m build  segments,  uAlizing  paid  and  owned   Leverage  data  to   channels  to  hyper-­‐target  and  opAmize  in  real-­‐Ame.   HYPER-­‐TARGETED  MEDIA   Hyper  targeAng  of  segmenAng  though  ad  placement  across  digital   pladorms  (social,  mobile,  display)  –  targeAng  key  segments  and   key  drivers  that  may  affect  acAons   PAID   Colt  Steele   PROMOTED  CONTENT   Hyper  targeAng  of  segment  though  social  ad  placement  –  targeAng   key  segments  and  key  drivers  that  may  affect  social  acAons  –   AcquisiAon  or  RetenAon.   INTELLIGENT  SEGMENTING   Now  that  we  know  individuals,  we  can  build  a  profiles  of   the  type  of  target  segment  that  we  want  to  communicate   with,  based  on  the  value  and  needs  of  the  segments.   OPTIMIZED  CONTENT  STRATEGIES   OWNED   OpAmizing  content  across  digital  pladorms–  managing  key   segments  and  drivers  that  may  affect  desired  acAons.   TIE  TO  MARKETING  ROI   Understanding  the  link  between  content  interacAon  and   increased  spend,  brand  affinity  and  loyalty   TESTING  &   OPTIMIZATION   Colt  Steele   Day 1 Day 2 Day 3 Connections Cost-per-like Linear (Connections) Linear (Cost-per-like) Day 4 Day 5 Day 6 Day 7 CreaAon  of  mulA-­‐variant   tesAng  against  the  chosen   target  segments  to  opAmize     messaging  response  based   on  engagement.  
  • 15. In  Summary:     The  modern  markeAng  landscape  is  confusing  and  the   promise  of  hyper-­‐targeAng  and  1:1  communicaAons  is   rarely  acAoned.   Discipline  silos  are  sAll  a  reality  and  are  not  going  away   AdverAsing  tools  and  technologies  are  confusing  and  have  emerged   too  quickly  for  most  to  keep  up  with   Brands  and  partner  agencies  are  not  set  up  to  deploy  in  an  agile   format  uAlizing  these  tools  and  technologies   Agencies  have  not  adjusted  to  the  ability  to  build  real,   addressable  target  audiences  in  the  tradiAonal  world  
  • 16. The  SoluAon:     Audience  Experience  Planning     Understanding  the  audience  at  a  granular  level  and  taking  advantage  of  the   technology  tools  that  are  available  to  rebuild  the  markeAng  approach  from  the   ground  up.  
  • 17. The  SoluAon:     The  Audience  at  the  Core  of  Experience  Planning,   Technology  at  the  Core  of  MarkeAng  Strategy               AUDIENCE  EXPERIENCE  PLANNING   ENGAGEMENT   MARKETING  STRATEGIES   MEASUREMENT  &   ANALYSIS   AD  TECHNOLOGY   IMPLEMENATION   Understand  audiences,  build  programs  and  deploy   tools  to  automate  tradiAonal  markeAng  acAviAes.  
  • 18. AEP  REQUIREMENTS:   ApplicaAon  of  CRM  to  TradiAonal  Programs     Audience  Insights  &  Analysis   •  Database  integraAon   •  Data  modeling  &  mining   •  SegmentaAon  &  analysis       Tools:   •  Data  scraping   •  Data  mining   •  Automated  passing  of  data  (API,  etc)   ProgrammaAc  Planning/Buying   •  •  •  Audience  targeAng   1:1  targeAng   LocaAon  based  targeAng   Tools:   •  RTB  Pladorms   •  Audience  targeAng  Pladorms   •  Direct  markeAng  pladorm   + Loyalty  &  Affinity  MarkeAng   •  Social  value  exchange   •  Social  loyalty  programs   •  Segment  migraAon  strategies     Tools:   •  Rewards  pladorm  (gamificaAon,  badges)   •  Social  registraAon   •  Mobile  applicaAons   Content  AnalyAcs   •  •  •  Campaign  analysis   PredicAve  modeling   MarkeAng  automaAon   Tools:   •  PredicAve  content  analyAcs   •  MarkeAng  automaAon  tools   •  Dashboards  and  modeling  engines  
  • 19. Where  to     Start?   1. ANALYZE   Get  to  know  your  customers  and  prospects  and  hypothesize/predict   ways  that  you  and  improve  your  relaAonship   2. RECOGNIZE  &  PERSONALIZE   Develop  a  systems  to  drive  the  value  exchange  between  the  consumer   and  brand,  delivering  personalized  content  that  is  highly  relevant.   3. AUTOMATE   Develop  a  systems  to  drive  the  value  exchange  between  the  consumer   and  brand,  delivering  personalized  content  that  is  highly  relevant.   4. ANALYZE  (over  and  over)   Mine  the  data  to  understand  how  they  are  responding  to  markeAng   acAviAes  and  what  levers  are  working  in  building  relaAonships.  
  • 20. Thanks.     Paul  Cowan   paul@cincmarkeAng.com   @cowanpkc     cincmarkeAng.com     SCIENCE | CREATIVITY | TECHNOLOGY!