In an age where consumers increasingly demand personalised experiences, and marketers are challenged to reap the most ROI from well targeted campaigns, how can brands leverage the power of audience data to achieve these objectives? A basic presentation on audience data 101, featuring the yellow minions of Despicable Me. Presented at Digimind Singapore's Martech Mondays.

1. Martech
Mondays: The
4Ws + 1H of
Audience Data
Featuring Gru’s Minions

2. 2
Agenda
1. Audience Data 101
2. Data Management Providers
3. Success Stories

3. 3
In a perfect world, consumers would think the same way, act the same way, and want the same
things. They would buy your products as soon as they step into your store, marketers would not have
to spend time optimising campaigns to reach and convert their target audience and they would all
get to go home at 3pm.
Why Does Audience Data Matter?
3

4. 4
Why Does Audience Data Matter?
4
96%
of users leave a website
without converting
70%
of users abandon a
shopping cart
49%
of users typically visit 2 - 4
sites before purchasing

5. 5
Audience data is information about the people who respond to your advertisements, buy your
products, or visit your site –
What is Audience Data?
5Brand Customers

6. 6
Audience data is information about the people who respond to your advertisements, buy your
products, or visit your site – whom you want to target for future marketing campaigns.
What is Audience Data?
6Brand
I’m gonna get you.
Customers
Audience data

7. 7
As you move around the Internet, the sites you
visit collect various pieces of information,
which advertisers use to develop a profile of
you.
How is Audience Data Gathered?
7

8. 8
How is Audience Data Gathered?
8
Cookies
Native database
Fingerprinting
Inferred
Declared
Modeled

9. 9
What Types of Audience Data Are There?
9
● Audience data can be classified into
three types.
● These are defined by how and where the
information was collected.

10. 10
What Types of Audience Data Are There?
10
First Party Data: Data your business collects
directly (site and mobile app analytics, CRM, e-
mail databases, and first party data that
belongs to publishers you are working with)
Accurate, relevant, cost effective
Limited depth

11. 11
What Types of Audience Data Are There?
11
Second Party Data: Data collected by a
trusted partner, that is shared with your
business for your use.
Adds depth and scale to your data
Ad tech integration issues, privacy laws

12. 12
What Types of Audience Data Are There?
12
Third Party Data: Aggregated data collected
on other websites and platforms by a data
provider. This is combined with first party data
in a process known as audience enrichment, to
give advertisers a full picture on their
consumers.
High availability of data providers
Adds depth and scale to your data
Lower quality, available to competitors

13. 13
Where Does Audience Data Fit in the
Marketing Stack?
13
Data Management Platforms:
● Houses and organises structured
information from different systems.
● Information about your various
audiences is matched with data
provided by data vendors to help you
find new prospects who look like your
existing customers, ie. buying a set of
anonymous cookies that match up
with your segments to buy ads against
(via a demand side platform for
example).

14. 14
The Who’s Who of Data Management
Platforms
14
Lotame, Adobe Audience Manager, , Eyeota, erwin Data Modeler, TerminalOne
OS by MediaMath, Salesforce DMP (formerly Krux), Oracle DMP, Meiro, Nielsen
(Exelate), Amobee DMP

15. 15
...it looks something like this
15

16. 16
...and it feeds demand side platforms like
these.
16

17. 17
How Has Audience Data Benefited
Marketers?
17
Advertisers can combine this behavioural
information with geo-targeting and other data
sets, to optimise their campaigns and reach
audiences most likely to engage with their ads.

18. 18
How Has Audience Data Benefited
Marketers?
18
Create highly targeted nurture
emails.
Identify your customers at a scale.
Deliver seamless, personalized
experiences across multiple
channels.
Identify and deliver experiences and
offers that are most valuable to your
customers.
Identify and engage influencers who
interact with your target audience.
Engage audiences where they are.

19. 19
How Has Audience Data Benefited
Marketers?
19
Greenpal
● Used census data on factors such as
household income to identify zip codes
that were both potential customers
and price sensitive,
● Targeted them with ads offering ‘lawn
mowing from $20’
● 200% increase in click-through rate
and a 30% lift in on-page conversion
International music label
● Leverage their first party data to build
brand awareness, boost loyalty to
artists, and identify additional pools of
fans
● Increased impressions served by 60%
and CTR by 39%
● Decreased CPM by 64%

20. 20
Melissa Chue
Content Specialist
melissa.chue@digimind.com
+65 9742 7235