Turning BIG data potential into consumer & brand value
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Acxiom presentation for Unilever marketers at ad:tech London 2014.
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Turning BIG data potential into consumer & brand value
- 1. DATA CONNECTIVITY Turning BIG Data potential into consumer & brand value
- 2. Connect your data to yield better results: BEST CONTEXTUAL BEST DEMOGRAPHIC BEST BEHAVIORAL 550% 1,235% CONVERSION PERFORMANCE: LIFT VS. UNTARGETED MEDIA BEST MULTI-VARIATE 132% 5,450%
- 3. BIG Data is everywhere, the key to unlocking potential is in data connections 1. RECOGNITION 2. CONNECTIVITY 3. MEASUREMENT Recognise individuals across channels. Define the relevant experience based on identity. Deliver a coordinated cross-channel experience at scale. Assess performance based on actual results in funnel and on sales. Refine and Optimise future engagement. 4. CONSUMER PERMISSIONS AND DATA PROTECTION Individual data rights and preferences. Combined with security.
- 4. 4 Guardian News & Media –will report a 25% rise in digital revenues from £55m to almost £70m in the year to the end of March 2014. Data Connectivity CLEANSE RECOGNISE ORGANISE AGGREGATE & SEGMENT ENHANCE ENGAGE Cloud based systems Affinity Partners Social Media Digital Behavioural Data Integration Data Usage Analytics Software Multi-Channel Campaign Management software Business Intelligence Data Onboarding Operational systems
- 5. Carrefour to Monetise their Data Assets for CPG brands through Media Activation HAVE: NEEDED: 1. Transactional Data 2. Existing Segmentations and Analytics 3. FMCG brands 1. Recognition across channels 2. Safe Haven Matching 3. Measurement
- 6. Windows Phone iOS Android Creative in email dynamically chosen based on segment assigned by recognising the consumer and the smartphone device OS they have in their pocket 6
- 7. Partnering with Acxiom enables Brands to activate currently unreachable data sources through a privacy lead approach, driving increased effectiveness in consumer engagement. Better Connections : Better Results
- 8. Connect your data to yield better results: CONVERSION PERFORMANCE: LIFT VS. UNTARGETED MEDIA Acxiom examined the performance across of all of its clients who were using data to drive targeted ads. The impact of combining contextual, demographic and behavioural data vs using each in isolation can be seen… BEST MULTI-VARIATE
Editor's Notes
- More combined data sources equals greater success in terms of customer engagement and advertising conversion
- FOUR CORE SERVICES TO ENABLE CLIENTS AND PARTNERS TO SUCCEED RECOGNITION- Recognize individuals across channels. Define the relevant experience based on identity. TARGETING – Deliver a coordinated cross-channel experience at scale. MEASUREMENT – Assess performance based on actual results in funnel and on sales. Refine and optimize future engagement. CONSUMER PERMISSIONS / DATA PROTECTION – Individual data rights and preferences. Combined with security.
- Big data is real and here’s an example. GNM take data from >100 sources. And to the big data V’s Volume – there’s a lot more of it than ever before Velocity – some of it is real time or extremely time sensitive e.g. competitions Variability – some of it is unstructured or transient e.g. tweets we capture This is the reality, this is the data GNM’s audience is creating and this is how it needs to be collected and integrated. It’s many times more complex bringing this data in and integrating it than it ever used to be. Importantly, done through configuration rather than lots of development effort And the other aspect which has gotten harder is recognition especially as we now include social handles as well as all the usual stuff That said, we can’t forget about the integration of a myriad of leading tools and technologies that all point to the data.There is no single best tool for everybody to use so we help our client identify the best ones for them The data. It’s all about the data because the data IS the customer. What this means for an FMCG company is comfort in so much as the many and varied sources of data your customers, partners and channels create, really can be integrated and put to use. It also shows that publishers and technologies can be successfully integrated to deliver the more refined, accurate and discrete audiences for your advertising programmes Programmes that can now be fully integrated and orchestrated online, offline, mobile, social etc.
- Carrefour is the second largest retailer in the world after Wal Mart and the biggest retailer in Europe. They operate 20 000 stores across more than 40 countries and serve more than 100 Million consumers daily across the globe. With over 80 billion $ in revenue and an incredible amount of data this is an incredible project. The main objective of the deal is to support Carrefour in Monetizing their incredible data asset to FMCGbrands through accurate and privacy friendly media activation across channels. In the deal Carrefour brings transactional data and existing segmentation and analytics for the FMCG brands. Carrefour collects and manages this data through their loyalty card program. 85% of the purchases made in carrefour stores go through the loyalty card program and their transactional data base holds 24 months of historical purchase data at the product level. Acxiom support Carrefour in activating this incredible data asset through providing accurate and scalable recognition across Acxiom’s Media partners like FB, Twitter etc... Allow Carrefour and CPG brands to match their data assets to cultivate new inisghts through our Safe Haven matching and linking capability and finally we will provide insights for the performance of advertising across channels through Measurement solutions.
- Many Skype users have only ever used Skype on their laptop or desktop... But Skype knows a user who has Skype on their smartphone as well is much more engaged and less likely to churn! We worked with Skype and its creative agency to design and deploy their "Multiplatform Track", a collection of 22 different email creative from which three are selected to send to single platform users based upon recognising the user behaviour, and personalising the creative content to the data we have on the user behaviour and device ownership. The solution detects what device is used to open emails. When our marketing system at Skype recognises an established Skype user who has only ever used Skype on a desktop/laptop but has opened emails on a smartphone, then creative from the Multiplatform Track is sent to that user that speaks to the benefits of Skype on smartphones. Furthermore, this content is specific down to the very smartphone platform the user owns: Windows Phone, iOS or Android including the visuals in the creative. Even though the user has never had Skype on the device. This communications campaign is fully automated and runs globally for Skype, with creative localised to 26 languages (segmentation performed in Acxiom’s Rapidus software, and email broadcast performed using Acxiom’s Impact software). The solution shows how essential personalisation can be delivered at scale, at speed and internationally based on great recognition and connected data.