Data works: connecting the data dots

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  • I work with brands and ad agencies, helping them to understand to to engage with their customers better through mobile phones. The question continually comes up …
  • A new IDC Research Report, “Always Connected: How Smartphones and Social Keep Us Engaged,” reveals some staggering findings about how our mobile phones have virtually become 24/7 extensions of our minds and bodies. The study, commissioned by Facebook, surveyed 7,446 iPhone and Android mobile phone users, ages 18-44, in the United States over the span of one week last month.

    Some findings:

    * 74 percent of 18-24 year-olds reach for their phones IMMEDIATELY after waking up. That means the mobile phone is beating soap, shampoo, toothpaste and deodorant.
  • Recent research by TNS shows that 53 per cent of UK smartphone users are interested in signing up to similar services.
  • Presence Orb
  • We are in one of the most exciting innovative periods for innovation. It’s never about the tech. It’s about understanding consumers and solving there problems. If brands do that, then whatever technology will deliver in the future, will be relevant.
  • Unbiased view
    Not talking about likes and engagement, focussing on direct/performance marketing
    Experience in using Facebook for direct performance marketing
  • Changed their focus to become a mobile first company
    Originally produced a hybrid app running on HTML 5 instead of native apps for IOS and Android
    At the end of 2013 mobile ad revenue per monthly active user overtook revenue from desktop.
    22 million users on Facebook each day on mobile
  • Emails, phone numbers, Facebook IDs, App user IDs, Android’s advertising ID or Apple’s Advertising Identifier (IDFA)
  • Uses Custom Audience pixel, which is a small piece of javascript placed on every page of a website.

  • Datalogix, Epsilon, Acxiom, and BlueKai,
    Purchase data:
    online spenders – lookalikes of our target audiences who are online spenders
    Travel – target our core customers who are also commuters
  • Data works: connecting the data dots

    1. 1. Data protection 2013 Friday 8 February #dmadata Supported by Data works: connecting the data dots Thursday 17 July 2014, DMA House #dmadata
    2. 2. Welcome Caroline Kimber, Head of data planning, VCCPme #dmadata
    3. 3. Upcoming events Wednesday 30 July – Free webinar: From marketing to a personalised customer experience – Register now Wednesday 13 August – DMA Awards unplugged – Register now Thursday 4 September – Real-time marketing: the new battleground for brands – Register now
    4. 4. 8.30am Registration and refreshments 9.00am Welcome Caroline Kimber, Head of data planning, VCCPme 9.10am Open data: opportunities, examples and pitfalls Tim Drye, Managing director, DataTalk 9.35am Mobile and the big data question Mark Brill, CEO & online director, Formation 10.00am Maybe it’s time to consider Facebook as a direct marketing channel Jack Rands, Social media manager, Blinkbox 10.25am Questions 11.00am Closing comments Caroline Kimber, Head of data planning, VCCPme Agenda
    5. 5. Open data: opportunities, examples and pitfalls Tim Drye, Managing director, DataTalk #dmadata
    6. 6. Open Data: Opportunities, Examples and Pitfalls Connecting the Dots… Tim Drye July 2014
    7. 7. OPPORTUNITIES
    8. 8. Trains, Rain or Pains?
    9. 9. Shoppers or Suits?
    10. 10. Live or Batch?
    11. 11. EXAMPLES
    12. 12. Sales Optimisation
    13. 13. Right place, right time
    14. 14. What’s your Crib?
    15. 15. PITFALLS
    16. 16. Impersonal
    17. 17. Open Access
    18. 18. Often free, rarely cheap
    19. 19. Open Data: An Opportunity for Exploration
    20. 20. Contact Dr Tim Drye E: tim.drye@datatalk.co.uk Tw: @timothydrye Te: 01480 210010 M: DataTalk – 1st Floor, Chapel House – Chapel Lane – St Ives PE27 5DX
    21. 21. Mobile and the big data question Mark Brill, CEO & online director, Formation #dmadata
    22. 22. Hello! Mark Brill @brillthings [please make some big data]
    23. 23. What the hell is this guy looking at? The World or something?
    24. 24. - Phone by your bed? - Check it first or last thing? - Share your phone with anyone?
    25. 25. More photos shared than Facebook More messages sent than SMS
    26. 26. comScore, US, April 2014
    27. 27. 2 x more shares 3 x more active Facebook, 2013, (reported by TechCrunch)
    28. 28. How much is your data worth?
    29. 29. Jacopo Staiano, University of Trento, 2014
    30. 30. Active | Passive
    31. 31. Attribution
    32. 32. Passive Data
    33. 33. Presence Orb
    34. 34. Being Useful
    35. 35. What’s Next?
    36. 36. Mobile data is powerful. It is also personal. Understand your users, gain trust and be transparent.
    37. 37. Mark Brill @brillthings mark@formatie.com
    38. 38. Maybe it’s time to consider Facebook as a direct marketing channel Jack Rands, Social media manager, Blinkbox #dmadata
    39. 39. MAYBE IT’S TIME TO CONSIDER FACEBOOK AS A DIRECT MARKETING CHANNEL BY JACK RANDS
    40. 40. WHO AM I AND WHY AM I HERE?
    41. 41. WHAT AM I GOING TO TALK ABOUT? • Why I’m focussing on Facebook • Why I was sceptical about Facebook • What’s changed about Facebook? • Facebook’s advertising products • Case studies from blinkbox • The challenges with Facebook • Summary
    42. 42. WHY I’M FOCUSSING ON FACEBOOK • It’s the only social network which allows you to match your customers to its users • Facebook is the social network I have the most experience working with • And…
    43. 43. WHY I’M FOCUSSING ON FACEBOOK 1,280,000,000 monthly active users
    44. 44. WHY I WAS SCEPTICAL ABOUT FACEBOOK • First it was Likes, then it was engagement and now it’s performance • Facebook had a poor mobile strategy and was initially slow to adapt • Initial tests we ran produced a very high CPA
    45. 45. WHAT’S CHANGED ABOUT FACEBOOK?
    46. 46. ORGANIC REACH
    47. 47. A MOBILE FIRST APPROACH “We took a bad bet”
    48. 48. NEW ADVERTISING PRODUCTS
    49. 49. FACEBOOK’S ADVERTISING PRODUCTS
    50. 50. FACEBOOK’S BASIC TARGETING OPTIONS
    51. 51. CUSTOM AUDIENCES You can use emails, phone numbers, Facebook IDs, App user IDs, Android’s advertising ID or Apple’s Advertising Identifier (IDFA) Your customer database Facebook
    52. 52. WEBSITE CUSTOM AUDIENCES Facebook Ads Exchange (FBX) Used to retarget customers and potential customers Uses cookies Bought through demand side platforms Doesn’t utilise Facebook data Available in right-hand side and newsfeed on desktop Able to deliver dynamic creative Website Custom Audiences Used to retarget or exclude customers and potential customers Matches to the user’s profile on Facebook Bought directly through Facebook Can use Facebook data to add layers of targeting Available in right hand side and newsfeed on desktop, and on mobile Can’t deliver dynamic creative Can be used to create lookalike audiences
    53. 53. LOOKALIKE AUDIENCES
    54. 54. COMING SOON • Purchase behaviour targeting
    55. 55. CASE STUDIES
    56. 56. BLINKBOX MOVIES • Over a 3 month test in 2013 Facebook delivered a CPA which was below target and less than half the CPA of display over the same period. • We are currently in the fourth week of a new test.
    57. 57. BLINKBOX MUSIC • In the first month of activity Facebook delivered a cost-per- install 62% lower than other channels, and 55% lower than target. • Since then Facebook has continued to perform well and has become a fundamental component of blinkbox Music’s direct response activity.
    58. 58. THE CHALLENGES WITH FACEBOOK • The match rate with Facebook is only around 50% - 60% for emails • It can be difficult to obtain enough scale with Custom Audiences and Lookalike Audiences • Inflated bids around popular events can increase costs • You will probably need to invest time and money to test and learn
    59. 59. SUMMARY • Facebook is quickly developing new advertising products • Facebook is not the solution to all your problems, it’s another potential channel • It might be worth considering Facebook as a channel for direct marketing
    60. 60. Q&A Caroline Kimber, VCCPme Tim Drye, DataTalk Mark Brill, Formation Jack Rands, Blinkbox #dmadata
    61. 61. Closing comments from chair Caroline Kimber, Head of data planning, VCCPme #dmadata

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