Understanding your data asset

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OMC12 Athens 28th June 2012

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  • One stop access…Last line:Win – win relationships in both a 1:1 environment and programmatic buying ecosystem
  • One stop access…Last line:Win – win relationships in both a 1:1 environment and programmatic buying ecosystem
  • One stop access…Last line:Win – win relationships in both a 1:1 environment and programmatic buying ecosystem
  • Both target audiences are relevant.One is a factual and broad audience. Does not take into account if they are in-market or any recency factors.The other is based on people who could well be in the market to buy the car. They may be female, they may be 60+ but they are performing actions that make them a much better prospect than simply a demographically-defined audience. Importantly, the key criteria of recent and frequency can be brought into play.
  • One stop access…Last line:Win – win relationships in both a 1:1 environment and programmatic buying ecosystem
  • Understanding your data asset

    1. 1. "Understanding your data asset. What’s out there, what it means and why it matters" Stuart Colman, Athens 28th June 2012
    2. 2. 2
    3. 3. What’s it like in a world with no targeting?
    4. 4. • Test – Test • Test – test6/29/2012 7
    5. 5. Thursday 28th June 2012 A day in the life of the internet…Today, the Indexed Web contains at least 8.04 billion pages…
    6. 6. … and enough information will be consumed by internet traffic to fill 168 million DVDs.
    7. 7. 294 BILLION emails will be sent today…(it would take 2 years to process that much snail mail in the US)
    8. 8. … and 2 million blog posts will be written, which is enough to fill Time Magazine for 770 years.
    9. 9. 172 million different people will visit Facebook, generating in excess of 10 billion minutes of viewing time…
    10. 10. … and 864,000 hours of video will be uploaded to YouTube…(22 million hours of tv and movies will be watched on Netflix)
    11. 11. … with the average person spending 14.6 minutes looking at porn.
    12. 12. 18.7 million hours of music will be streamed on Pandora… (If a single computer started streaming this in 1AD, it would still be streaming now)
    13. 13. and today, more iPhones will be sold than babies born (378k vs 371k).
    14. 14. Every 2 days, we create as much information as we did from the dawn of civilisation up until 2003 Thanks Eric Schmidt and Matt Silvermann
    15. 15. • Test – Test • Test – test6/29/2012 18
    16. 16. So, why does this matter, andwhat have we possibleforgotten…?
    17. 17. People buy products…
    18. 18. Not technology…
    19. 19. Not channels…
    20. 20. Not fads…
    21. 21. Not gimmicks…
    22. 22. People buy products…
    23. 23. • Test – Test • Test – test6/29/2012 27
    24. 24. Data Management audience data comes from many places…Online behavior RegistrationWorkplace SearchesattributesAd views Geo/DMA Transactions 3rd party partners Offline data 30
    25. 25. Understand your data…
    26. 26. InterestIntentRecency
    27. 27. HardSoftImplied
    28. 28. All data is created equal…?
    29. 29. Same ingredients, different results Steel Aluminum Plastic Rubber Glass Leather
    30. 30. The Importance of DataManagement Platforms (DMP)
    31. 31. Your audience is in silos 3rd Party Email List Microsite Facebook Search Data Page Offline Registration Data Advertiser On-Site Behaviour6/29/2012 39
    32. 32. Single view of your audience 3rd Party Email List Microsite Facebook Search Data Page Offline Registration Data Advertiser On-Site Behaviour6/29/2012 DMP 40
    33. 33. Defining precise audiences 41
    34. 34. BMW, who is going to buy your car? In-Market Executive Car BuyersAudience: Audience:• Male • Viewing car related content on• Professionals sites• High incomes • Reading reviews on• 34-55 yrs. BMW, Audi, Aston• University educated Martin, Porsche• Adventurous aspirations • Searching on terms to find executive cars • Getting insurance quotes • Carrying this out 8 times in the last 3 weeks 42
    35. 35. Attribute the right value to your data…
    36. 36. Data ManagementWebsite 3rd-Party Data Sources Datalogixpartners TargusAffiliated Nielsensites BluekaiOffline 2nd-Party And MOREdatabase Partners’ SitesSocial mediafan pages Proprietary Data WebsiteOver 300 trafficstandard Registrationaudience Commercesegments Offline datarepresenting AudienceScience E-mailsthe entirepurchase Segments Geofunnel Searches 44
    37. 37. Don’t just take my word for it…“The future [of advertising] will be aboutpeople and we should put people at the core.Because people are analog and we havefeelings, hopes and desires, successful marketing willcombine art and science, media andmessage, paid, owned and earned and a lot ofcombinations of the analog and digital world.” – Rishad Tobaccowala Chief Strategy and Innovation Officer, VivaKi Huffington Post, 3 October 11 45
    38. 38. The issue of performance…
    39. 39. When was the last time you clicked on an ad…? 47
    40. 40. 0.1% - average campaign click thro’ rate...
    41. 41. NATURAL BORN CLICKERS STUDY
    42. 42. Age Level Indices against Total InternetNon-Clickers Light Clickers Heavy Clickers Income Level Indices against Total InternetNon-Clickers Light Clickers Heavy Clickers
    43. 43. Age Level Indices against Total Internet Heavy Clickers Social Networking Heavy Clickers2001751501251007550 2-11 12-17 18-24 25-34 35-44 45-54 55-64 65+ 2-11 12-17 18-24 25-34 35-44 45-54 55-64 65+
    44. 44. Natural Born Clickers: Headline Results
    45. 45. YOU are the Network54
    46. 46. YOU are the Network55
    47. 47. YOU are the Network56
    48. 48. The Inventory Pyramid Premium Known Brand Longer Low CTR & High Conversion tail non- BrandGaming and Chat High CTR & Low Conversion
    49. 49. So if it’s not about clicks, where is the value…?
    50. 50. Major Retailer Enhancing campaign ROI• Goal – Multi-channel home furnishings retailer wanted to gain a deeper intelligence of their customers’ on site activity and use this information to build audience segments that garnered the best Return on Investment (ROI)• Results – ROI improved by 160% when compared to the previous non-targeted campaign – Advanced Targeting Segments out performed Site Re-Targeting by 185% – After revising creative and landing pages to accurately reflect targeted audience, the custom targeted segment experienced a 225% increase in ROI compared to the previously used contextual buy – Main Objective in Campaign was for 10:1 ROI. Total ROI exceeded 30:1 meaning every Euro spent returned €30 in revenue!6/29/2012 59
    51. 51. • Test – Test • Test – test6/29/2012 60
    52. 52. People buy products…
    53. 53. So what do those people really think abiout advertising and targeting?
    54. 54. Consumers & Online Privacy: 2012 29 June 2012
    55. 55. Users understand the need for advertising… How happy, or unhappy, are people to see different forms of advertising on different media? Happy Neither Unhappy 52% 48% 47% 43% 44% 43% 44% 39% 38% 40% 38% 39% 37% 34% 18% 18% 20% 18% 16% 15% 10% TV Channels Radio Stations Magazines & News and Retail websites Search Social Print entertainment Engines Networking Newspapers websites sitesApart from BBC services (which are paid for by the licence fee), lots of media use advertising to enable them to provideyou with TV programmes, newspaper articles and websites. To what extent are you happy or unhappy to see advertisingon these media, given the services it helps provide?Base: All Adult Internet Users in the last month (2001)
    56. 56. Only one in ten internet users would pay for ad free content 61% expect of people think that a large proportion of the internet would disappear without advertising I expect a large proportion of the internet would disappear without advertising 61% Im happy to see advertising on the internet because it makes it possible for me to use websites 52% I didnt know that paid for results on search engines mean that I can use them for free 25% I didnt know that advertising paid for much of the content I see online 22% I would be happy to pay for websites that I currently use for 10% Differing perspectives free if they removed the advertising from their sites depending on age 13% - 16-24 None of these 8% 8% - 55+ 65Websites like Google, Facebook and MailOnline (Daily Mail Online) are able to provide content for you because they makemoney from advertising. Please choose the statements that you agree with. Base: All adult internet users in the last month (2001)
    57. 57. Users expect advertising online and majority find it helpful Over three quarters of internet users agree that they expect to see advertising on the internet Disagree Neither Agree I expect to see advertising on the internet 5% 17% 78% I notice advertising on the internet 19% 19% 62% Advertising on the internet can be helpful 14% 28% 58% I have purchased a product or service 47% 22% 31% because of an advertisement I saw online A third of people claim to have made a purchase because of an online AdStill thinking about advertising, to what extent do you agree or disagree with the following statements?.Base: All adult internet users in the last month (2001)
    58. 58. Ads that give special offers are most useful 42% liked 20% liked “Ads that give “Ads that offer me the me special chance to click offers” through and find more info” 30% liked 14% liked “Ads that “Ads that remind me of remind me of advertisements that I’ve products or seen in other media – services that I’m for example TV ads” interested in” 23% liked “Ads that are entertaining and well designed”Which types of online advertising, if any, do you find useful?Base: All adult internet users in the last month (2001)
    59. 59. Younger users have a greater propensity towards advertising… 16-24 25-44 45-54 55+ 81% 79% 77% 75% 74% 68% 65% 61% 57% 49% 49% 52% 40% 35% 23% 24% I notice advertising on Advertising on the I expect to see Have purchased the internet internet can be helpful advertising on the product/service internet because of ad I saw online % AgreeStill thinking about advertising, to what extent do you agree or disagree with the following statements?.Base: All adult internet users in the last month (2001)
    60. 60. Over half prefer to see ads that are relevant to their interests Most internet users would rather see a low number of relevant ads online than a high number of less relevant ones Disagree Neither Agree Id rather see a low number of relevant ads online than a high number of less relevant ads 7% 34% 59% Rather see advertising online that is relevant to my interests 11% 35% 55% Advertising on sites I visit is usually completely random 20% 35% 45% I accept that for free services companies need access to my online behaviour info 29% 31% 40% Would like to know more about how online advertising is made more relevant 29% 39% 33% Seen increasing amount of relevent advertising 31% 39% 30%Thinking about online advertising, to what extent do you agree or disagree with the following statements?Base: All adult internet users in the last month (2001)
    61. 61. People are happy to see relevant ads in exchange for quality content Disagree Neither Agree I am happy to see relevant advertising if it means 12% 33% 55% the sites I visit give me quality content I am happy for advertisers to show me relevant advertisements based on my previous web 24% 31% 45% browsing activities Information used to show me advertisements 14% 43% 43% relevant to my interests does not identify meShowing advertising that is relevant to you can be done by using web browsing information. The information used doesnot identify you as an individual; it just matches categories of online activities (e.g. visiting car websites) with possibleadvertisements (e.g. for new cars) To what extent do you agree or disagree with the following statements?.Base: All adult internet users in the last month (2001)
    62. 62. Attitudes to advertisingdiffer by age group 16-24 yrs 55+ yrsHappy to see relevant adsif I get quality content 61% 51%Happy to see relevant adsbased on browsing 58% 38% • 16 – 24’s happy to see relevant ads in exchange for quality content • Over 55’s less accepting of relevant ads based on browsing history
    63. 63. Users understand the need for advertising online• Internet users are generally happy to see advertising across all media• Internet users expect to see advertising online and understand the need for advertising to provide the content they want• The majority think that online advertising can be helpful and prefer to see relevant advertising• Younger age groups are more positive about advertising and more likely to be happy for their browsing activities to be used
    64. 64. What to remember from my presentation…
    65. 65. 75

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