Data equals dollars

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Data equals dollars

  1. 1. Audience data = dollars<br />How can you use your data to grow your revenue?<br /> Presented by Yali Sassoon, Principle, Keplar, LLP<br />Twitter Hashtag: #OXwebinar<br />
  2. 2. Audience data<br />Why should publishers collect and develop audience data?<br />How can publishers collect and develop audience data?<br />How can OpenX Enterprise help?<br />9/29/11<br />Audience data<br />1<br />Don’t miss! <br />Next OpenX Enterprise Demo Oct 5th at 10 am PST. Go to OpenX.com to register<br />
  3. 3. Audience data is valuable<br />9/29/11<br />2<br />Audience data<br />CAGR<br />2009-11f<br />5%<br />39%<br />Where the growth is<br />Source: The Jordan Edmiston Group IAB Mix 2010 report (Sept 2010)<br />
  4. 4. Publishers should leverage audience data<br />9/29/11<br />3<br />Direct relationship<br /><ul><li>Audience publisher relationship is direct
  5. 5. Audiences are comfortable with data collection from publishers</li></ul>+<br />Knowledge of audience<br /><ul><li>Audience insights drive product development already…lots of experience to draw on</li></ul>Audience data<br />
  6. 6. Use audience data to grow revenue<br />9/29/11<br />4<br />Grow <br />sell-through<br /> rates<br /><ul><li>Make ‘run-of’ or secondary inventory more targeted and attractive</li></ul>Grow <br />CPMs<br /><ul><li>Better response rates means advertisers are willing to pay more</li></ul>Audience data<br />
  7. 7. How do I develop my audience data?<br />Start with what you already know of your audience<br />Take a hypothesis-led, iterative approach to developing your audience data<br />Work in partnership with your advertisers<br />Use 3rd party data to develop your 1st party data<br />9/29/11<br />Audience data<br />5<br />
  8. 8. What do you already know about your audience?<br />9/29/11<br />Audience data<br />6<br />Tacit & anecdotal knowledge<br />Formal, quantitative knowledge<br />CRM<br />BI<br />Web analytics<br />
  9. 9. Examples:<br /><ul><li>People who spend time reading the financial section after 11am are more likely to be wealthy senior business people or wealthy individuals</li></ul>Form an initial hypothesis<br />9/29/11<br />Audience data<br />7<br />Hypothesis<br />Design<br />Analyse<br />Test<br /><ul><li>Customers who are referred to an auto site from an affiliate site are more cost conscious than those referred from other sources (e.g. review sites, car magazines, search)</li></li></ul><li>Design a way to test your hypothesis<br />9/29/11<br />Audience data<br />8<br />Use your data to define an audience segment (“test segment”)<br />Define a control group<br />Decide on one or more ad campaigns to test<br />Decide how to measure the response of the test segment against the control segment eg:<br /><ul><li>Click through rate(Limited)
  10. 10. Brand impact / awareness
  11. 11. Index against a 3rd party vertically-focused metric (e.g. propensity to buy a luxury car)</li></ul>Hypothesis<br />Design<br />Analyse<br />Test<br />
  12. 12. Run the test: run campaign against two segments (1/2)<br />9/29/11<br />Audience data<br />9<br />1. Segments defined in ad server<br />Hypothesis<br />Design<br />1. Consumer enters website<br />4. Consumer shown ad<br />Publisher website<br />Analyse<br />Test<br />My Website<br />Consumer<br />Web browser<br />Cookie ID<br />Ad creative<br />3. Ad server determines if user is in target or control segments and serves ad accordingly<br />2. Ad request made to ad server, includes web page, visitor geoIP transmitted to ad server<br />Ad server<br />Publisher Systems<br />
  13. 13. Run the test: run campaign against two segments (2/2)<br />9/29/11<br />Audience data<br />10<br />2. Segments defined in separate system<br />Hypothesis<br />Design<br />7. Consumer shown ad<br />1. Consumer enters website<br />4. Cookie identified on consumer’s web browser<br />Publisher website<br />Analyse<br />Test<br />3. Cookie dropped on browser to identify the consumer as belonging to particular audience segment<br />My Website<br />Consumer<br />Web browser<br />Ad creative<br />Cookie ID<br />Cookie ID<br />6. Ad server responds by targeting ad (based on cookie ID) and sending the appropriate creative to the website<br />2. Publisher system (e.g. CRM) determines if consumer belongs in a particular target or control segment<br />Ad server<br />CRM<br />5. Ad request made to ad server, includes cookie ID<br />Publisher Systems<br />
  14. 14. Analyse the results<br />9/29/11<br />Audience data<br />11<br /><ul><li>How did the audience segment perform relative to the control group?
  15. 15. Significant difference in response rate / brand awareness / index relative to vertical indices?
  16. 16. Consistent differences? (E.g. across different ad campaigns / parts of the site / geographies / other variables?)</li></ul>Hypothesis<br />Design<br />Analyse<br />Test<br />
  17. 17. <ul><li>How valuable is the segment to advertisers?
  18. 18. Are there ways to grow its value e.g. introduce new criteria?</li></ul>Iterate the segment -> develop new hypotheses<br />9/29/11<br />Audience data<br />12<br /><ul><li>How big is the segment?
  19. 19. Are there ways we can expand its size? (E.g. introduce broader criteria, or look for similar characteristics elsewhere?)</li></ul>Hypothesis<br />Design<br />Analyse<br />Test<br />
  20. 20. Work in partnership with advertisers throughout the process<br />9/29/11<br />Audience data<br />13<br />What audience segments matter to your advertisers?<br />What test results would impress an advertiser?<br />Hypothesis<br />Design<br />Analyse<br />Test<br />Are the results compelling for your advertisers?<br />
  21. 21. Use 3rd party data to augment 1st party data<br />Identify more highly targeted segments<br />Users that match criteria defined using combination of 1st and 3rd party data e.g. Regular visitors to my site (1st party) AND 21-35 year old female (3rd party)<br />9/29/11<br />Audience data<br />14<br /><ul><li>Validate segments created using 1st party data
  22. 22. Index segment generated using your 1st party data against a 3rd party source trusted by your advertiser to demonstrate the value of your new segment</li></li></ul><li>Live Demo<br />Audience Segmentation<br />

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