15. Building a value framework is imperative to build insights that lead to action Actionable Data Finding Insight Action Most organizations are here
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25. Step one entails building our base set of actionable data Actionable Data Finding Insight Action
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30. Audience Segments aggregate multiple characteristics The client has 36 discreet audience segments across GEO, Income, and IPA Audience Segment
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Editor's Notes
02/16/11
Defining your audience in the digital world, specifically within RTB media exchanges is both part art and science. The science part, while complicated, is usually something most companies have down pat through some kind of “whiz bang” statistics. However the art of looking at the data, deciding what is meaningful, and then painting a holistic picture of a customers audience is often too easily overlooked and just not done well. 02/16/11
Painting a picture is traditionally done through an additive approach but like and gourmet chef knows reductionism produces fascinating results. We need to take a reductionist approach because we have to start by looking at the entire internet audience. Through our POE engine we determine which characteristics best define a customer. Bringing together these customer level characteristics allows us to “reduce” the entire internet population into your customer base. 02/16/11
Once you have the correct color palette selected (or in our case attributes that define a customer) you need to determine who to use the colors appropriately across the canvas. With an audience not all customers are created equal. Hence we need to group our attribute set into different groupings just like we might paint a house on the left side of a canvas with one grouping of colors and a lake on the right side of the canvas with a different grouping of the same color palette. 02/16/11