2. Audience Targeting
female, lives in
Antwerp, works in
Brussels
reads about sports,
is now in Anderlecht,
visited Wine Promo
known customer,
shopped for 150 euro,
has 3 kids
adhese
5. Secure and Anonymous Data Storage
First Party Data: customer
info tied to an anonymous
user ID
Tracking on Landing
Pages: cart checkout,
promo pages, special
products, …
Behavioural Data:
collected during campaign
on bought media
Geographical data:
based on Mobile, IP
Location and Context
Data wordt permanent verzameld en
bewaard in een beveiligd datacenter op
Belgische bodem.
Gedurende elke campagne, zowel op eigen
media als op ingekochte media, is de
verzamelde data in real-time beschikbaar.
Ze wordt gebruikt voor rapportering,
targeten en het dynamisch aanpassen van
advertenties en content.
Audience Targeting
data verzamelen
8. Elke advertentie bevat onderdelen die via campagne
beheer ingesteld worden, en op basis van de
eigenschappen van een gebruiker gewijzigd worden.
Het beheer kan volledig geautomatiseerd worden, en
elk dynamisch element wordt opgenomen in de
rapportering.
Characters
Background
All copy
Trackers
Links
Audience Targeting
dynamische inhoud
Opzoeking openingsuren leidt tot determinatie waar ik mij bevind.
Op basis van locaties van winkels ads aanpassen.
Adhese can inject data in the request, look it up server-side and sync data from DMP’s. We collect data on landing pages and use that for retargeting. We can also track and use the context a surfer visits.
Privacy regulation will change in 2018. Main thing: burden of proof for breach of privacy is turned around.
So if a user complains, it is up to the marketer to prove that you received the permission of the user.
Users can ask all data on themselves, and ask to be removed from the data.
All of this does not apply to anonymous data.
Reporting will contain all individual components. Creatives are optimised through these combinations once the campaign has started.
Reporting contain all individual components. Creatives are optimised through these combinations once the campaign has started.
Start with the KPIs and work outwards.
Monitor your KPIs, attribute external events (campaigns etc.) to your KPIs and adjust where necessary.
Always make sure everything you do will result in useable metrics.
That doesn't mean measure everything!
And be strict about it, once it is out there... . We have seen so many POC’s go into production.
