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Audience Buying and how its changing everything<br />Monday 19th of September, 2011<br />
Strong Credit Rating<br />Recent    mother<br />Net income above $100K<br />Searching for new car related terms<br />Recen...
Presentation Title | Date<br />7<br />
8<br />
Selecting the Right Segments is the New Challenge<br />Trial and error method is a slow and cost prohibitive process acros...
Large Data Repository for Multifaceted Audience Analytics<br />Syndicated Segmentation<br />CPG: Loyalty Card Data<br />CP...
Large Data Repository for Multifaceted Audience Analytics<br />3rd Party Data<br />Syndicated Segmentation<br />CPG: Loyal...
What does Bluekai know about you?<br />http://www.bluekai.com/registry/<br />
Xaxis Awareness/Video: Precision Targeting Impacts Brand Metrics<br />Travel and Leisure<br />Challenge<br />Exposed<br />...
... and clicks a banner…<br />A user visits an Auto-Magazine website ...<br />... to land on the Volkswagen website<br />S...
2nd Party Data<br />1st Party Data<br />... and clicks a banner…<br />A user visits an Auto-Magazine website ...<br />... ...
16<br />Second party and look alike modelling, plus Third Party<br />Awareness<br />First party, client specific data<br /...
The stupid EU cookie Directive in 2 ½ minutes<br />http://www.youtube.com/watch?v=arWJA0jVPAc<br />Presentation Title | Da...
Presentation Title | Date<br />18<br />Step 1: OBA ad appears on a website, including Icon (bottom left in this case)<br /...
19<br />
Presentation Title | Date<br />20<br />
Who We Are<br />		A GroupM company 			helping agencies and 			their clients use data and technology to reach and engage wi...
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Caspar Schlickum: Audience Buying and How It's Changing Everything

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Caspar Schlickum: Audience Buying and How It's Changing Everything

  1. 1. Audience Buying and how its changing everything<br />Monday 19th of September, 2011<br />
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  5. 5. Strong Credit Rating<br />Recent mother<br />Net income above $100K<br />Searching for new car related terms<br />Recent browsing on car sites<br />
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  7. 7. Presentation Title | Date<br />7<br />
  8. 8. 8<br />
  9. 9. Selecting the Right Segments is the New Challenge<br />Trial and error method is a slow and cost prohibitive process across dozens of data providers delivering 10,000s of segments<br />
  10. 10. Large Data Repository for Multifaceted Audience Analytics<br />Syndicated Segmentation<br />CPG: Loyalty Card Data<br />CPG: Transaction Data<br />Allergies<br />Analgesics <br />Baby Products <br />Carbonated Beverage <br />Diet Carbonated Beverage <br />Regular Cereal <br />Children's Cereal <br />Children's Food & Products <br />Coffee <br />Cookie <br />Cosmetics <br />Cough & Cold <br />Dieters <br />Energy Drink <br />Frozen & Packaged Food <br />HH Cleaners <br />Natural & Organic <br />Petcare - Cat <br />Petcare Buyers - Dog <br />Premium Brand <br />Salty Snack <br />Sports Drink <br />Value Haircare<br />Vitamin Buyers <br />Automotive<br />Baby Products <br />Beauty & Fragrance <br />Big & Tall Apparel <br />Cat Products <br />Children's Apparel <br />Children's Products <br />Consumer Electronics <br />Corporate Attire <br />Corporate Men <br />Corporate Women <br />Cyclists <br />Dog Products <br />Fine Jewelry <br />Fishing <br />Fitness <br />Flowers <br />Furniture & Accessories <br />Gardening <br />Geriatric Supplies <br />Gift and Flowers<br />Gifts & Cards <br />Golf and Tennis <br />Health & Wellness <br />High Fashion/Luxury Apparel Hiking & Camping <br />PRIZM<br />P$YCLE<br />ConneXions<br />DataLogixLifeStyles<br />Home & Garden <br />Home Entertaining <br />Home Improvement <br />Home Organization <br />Home Renovation <br />Hunting <br />Jewelry <br />Mens Jeans <br />Men's Fashion & Apparel <br />Natural Wellness <br />Outdoor Sports <br />Pet Supply <br />Plus Size Apparel <br />Runners <br />Senior Fashions <br />Senior's Products <br />Small & Home Office <br />Tools <br />Toys <br />Weight Loss and Supplements Winter Sports <br />Women's Accessories <br />Women's Apparel <br />Women's Shoes <br />Demographics<br />Age<br />Gender<br />Family Composition<br />Occupation<br />College Grad<br />Married<br />Children<br />Grandchildren<br />Dwelling Type<br />Length of Residence<br />Financials<br />Household Income<br />Net Worth<br />Credit Worthiness<br />Credit Card Type<br />Financial Services<br />Investments<br />Insurance<br />Auto<br />Car Brand Affinity<br />Motorcycle Brand Affinity<br />Truck Brand Affinity<br />Vehicle Age<br />Vehicle Budget<br />Politics<br />Geographic<br />Voter<br />Party Affiliation<br />DMA<br />
  11. 11. Large Data Repository for Multifaceted Audience Analytics<br />3rd Party Data<br />Syndicated Segmentation<br />CPG: Loyalty Card Data<br />CPG: Transaction Data<br />Allergies<br />Analgesics <br />Baby Products <br />Carbonated Beverage <br />Diet Carbonated Beverage <br />Regular Cereal <br />Children's Cereal <br />Children's Food & Products <br />Coffee <br />Cookie <br />Cosmetics <br />Cough & Cold <br />Dieters <br />Energy Drink <br />Frozen & Packaged Food <br />HH Cleaners <br />Natural & Organic <br />Petcare - Cat <br />Petcare Buyers - Dog <br />Premium Brand <br />Salty Snack <br />Sports Drink <br />Value Haircare<br />Vitamin Buyers <br />Automotive<br />Baby Products <br />Beauty & Fragrance <br />Big & Tall Apparel <br />Cat Products <br />Children's Apparel <br />Children's Products <br />Consumer Electronics <br />Corporate Attire <br />Corporate Men <br />Corporate Women <br />Cyclists <br />Dog Products <br />Fine Jewelry <br />Fishing <br />Fitness <br />Flowers <br />Furniture & Accessories <br />Gardening <br />Geriatric Supplies <br />Gift and Flowers<br />Gifts & Cards <br />Golf and Tennis <br />Health & Wellness <br />High Fashion/Luxury Apparel Hiking & Camping <br />PRIZM<br />P$YCLE<br />ConneXions<br />DataLogixLifeStyles<br />Home & Garden <br />Home Entertaining <br />Home Improvement <br />Home Organization <br />Home Renovation <br />Hunting <br />Jewelry <br />Mens Jeans <br />Men's Fashion & Apparel <br />Natural Wellness <br />Outdoor Sports <br />Pet Supply <br />Plus Size Apparel <br />Runners <br />Senior Fashions <br />Senior's Products <br />Small & Home Office <br />Tools <br />Toys <br />Weight Loss and Supplements Winter Sports <br />Women's Accessories <br />Women's Apparel <br />Women's Shoes <br />Demographics<br />Age<br />Gender<br />Family Composition<br />Occupation<br />College Grad<br />Married<br />Children<br />Grandchildren<br />Dwelling Type<br />Length of Residence<br />Financials<br />Household Income<br />Net Worth<br />Credit Worthiness<br />Credit Card Type<br />Financial Services<br />Investments<br />Insurance<br />Auto<br />Car Brand Affinity<br />Motorcycle Brand Affinity<br />Truck Brand Affinity<br />Vehicle Age<br />Vehicle Budget<br />Politics<br />Geographic<br />Voter<br />Party Affiliation<br />DMA<br />
  12. 12. What does Bluekai know about you?<br />http://www.bluekai.com/registry/<br />
  13. 13. Xaxis Awareness/Video: Precision Targeting Impacts Brand Metrics<br />Travel and Leisure<br />Challenge<br />Exposed<br /><ul><li>Build awareness and consideration with consumers in specific regions for the re-launching of travel industry brand</li></ul>Control<br />Results<br />Targeting<br />Multiple Targeting Lenses<br />135Demo index<br />1%+ CTR<br />PURCHASE INTENT<br />157% LIFT<br />~70% Completion Rate<br />Demo<br />Behavioral<br />Geo<br />BRAND AWARENESS<br />Business <br />Impact<br />118% LIFT<br />Control<br />Exposed<br />*Business Impact measured by Xaxis Insights<br />Confidential | Xaxis Capabilities | June 2011<br />13<br />
  14. 14. ... and clicks a banner…<br />A user visits an Auto-Magazine website ...<br />... to land on the Volkswagen website<br />Surf behavior<br />clicks<br />Proprietary data base, agreements with publishers, search etc<br />Look alike modelling to extrapolate fact based data points across whole internet audience<br />Client site browsing behaviour<br />Googlekeywords cliced<br />surf behavior on client‘s site<br />
  15. 15. 2nd Party Data<br />1st Party Data<br />... and clicks a banner…<br />A user visits an Auto-Magazine website ...<br />... to land on the Volkswagen website<br />Surf behavior<br />clicks<br />Proprietary data base, agreements with publishers, search etc<br />Look alike modelling to extrapolate fact based data points across whole internet audience<br />Client site browsing behaviour<br />Googlekeywords cliced<br />surf behavior on client‘s site<br />
  16. 16. 16<br />Second party and look alike modelling, plus Third Party<br />Awareness<br />First party, client specific data<br />Engagement<br />Any data that drives and enhances performance<br />Action<br />Confidential | Xaxis Capabilities | June 2011<br />
  17. 17. The stupid EU cookie Directive in 2 ½ minutes<br />http://www.youtube.com/watch?v=arWJA0jVPAc<br />Presentation Title | Date<br />17<br />
  18. 18. Presentation Title | Date<br />18<br />Step 1: OBA ad appears on a website, including Icon (bottom left in this case)<br />Step 2: User clicks on icon, receives a dropdown box of basic information and options<br />Step 3: User clicks on ‘More Information and Opt-Out Choices’ and is taken to full www.youronlinechoices.com site, with extensive information about OBA and data use<br />Step 4: User clicks on ‘Your Ad Choices’ and s provided with ability to opt-out of OBA targeted ads<br />
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  20. 20. Presentation Title | Date<br />20<br />
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  22. 22. Who We Are<br /> A GroupM company helping agencies and their clients use data and technology to reach and engage with audiences at scale<br />22<br />Confidential | Xaxis Capabilities | June 2011<br />

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