DAS: Exelate: Trusted Data + Custom Audiences = High-Performance Marketing

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The profusion of digital data and advanced analytical processing power available today has given marketers an unprecedented advantage: real-time insight into their most valuable customers and the attributes that drove them to respond. Armed with this intelligence, marketers can now implement strategies to grow the business through efficient targeting and ad spend. Based on new eXelate/Digiday survey results across hundreds of digital advertisers and agencies, this presentation will reveal the data sets forward-thinking marketers are leveraging for competitive advantage.

Presenter: David Fischer, svp sales, eXelate @exelate

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  • A few weeks ago, we partnered with Digiday to gauge marketer, agency, network, exchange and DSP’s perspective on the current and future role of data in their digital marketing efforts. We wanted to get inside the head of data buyers and understand the data challenges and opportunities top of mind for marketers as we close out 2012 and move into the new year.
  • Across the board, we found that at least 80% of Agencies, networks/exchanges and DSPs, and Marketers embrace audience targeting.
  • And each of these companies are employing audience targeting for more than half of their digital campaigns. In September, the IAB and Price Waterhouse Coopers projected that 2012 display ad spend will total $14.98 billion. That means almost $8 billion in ad spend includes audience targeted media.
  • DAS: Exelate: Trusted Data + Custom Audiences = High-Performance Marketing

    1. 1. trusted data custom audiences HIGH performance marketing David Fischer SVP Sales, eXelate davidf@exelate.com10/24/2012 1 ©2011 eXelate Inc. Confidential and Proprietary
    2. 2. marketers will leverage 3 types of data in2013 to achieve HIGH performance marketing third party custom validated 10/24/2012 2 ©2011 eXelate Inc. Confidential and Proprietary
    3. 3. 875+ survey responses marketers 15% networks/ 54% agencies exchanges/ 31% DSPs10/24/2012 3 ©2011 eXelate Inc. Confidential and Proprietary
    4. 4. 88% of networks/ 89% of exchanges/ 80% of agencies DSPs marketerswho employs audience targeting10/24/2012 4 ©2011 eXelate Inc. Confidential and Proprietary
    5. 5. 67% of network/ 60% of exchange/ 57% of agency DSP marketer campaigns campaigns campaigns% of digital campaigns that employaudience targeting10/24/2012 5 ©2011 eXelate Inc. Confidential and Proprietary
    6. 6. to retain clients andwin new business in 2013,agencies will need: trusted data custom audiences HIGH performance marketing10/24/2012 6 ©2011 eXelate Inc. Confidential and Proprietary
    7. 7. third party data data anonymously aggregated from multiple publishers and segmented into targetable audience clusters10/24/2012 7 ©2011 eXelate Inc. Confidential and Proprietary
    8. 8. 52% of 44% of network/ 43% of agency exchange/ marketer campaigns DSP campaigns campaigns% of digital campaigns that leverage third party data10/24/2012 8 ©2011 eXelate Inc. Confidential and Proprietary
    9. 9. Networks/ exchanges/ DSP’s Marketers said click Agencies said lift in brand through to a site or said online sales awareness landing pagemost important data-driven KPI10/24/2012 9 ©2011 eXelate Inc. Confidential and Proprietary
    10. 10. 84% of network/ 68% of exchange/ 62% of agencies DSP’s marketersbudget for data will increase in 201310/24/2012 10 ©2011 eXelate Inc. Confidential and Proprietary
    11. 11. 44% increase for network/ 26% increase exchange/ 27% increase for agencies DSP’s for marketersby how much their budget for data will increase in 201310/24/2012 11 ©2011 eXelate Inc. Confidential and Proprietary
    12. 12. 78% network/exchange/DSP’s 70% marketers said 68% agencies said said that data is that data is tacticalthat data is efficient strategic and helps and helps identify and helps allocate them discern useful more people like ad spend smarter insights their best customerswhy budget for data will increase in 201310/24/2012 12 ©2011 eXelate Inc. Confidential and Proprietary
    13. 13. custom data data created based on first party data or past performance data and modeled to create scale10/24/2012 13 ©2011 eXelate Inc. Confidential and Proprietary
    14. 14. 76% network/ 81% agencies exchange/ 71% said trusted DSP’s said marketers said offline data(Nielsen, Mastercard, etc) custom data custom datatype of data used to best target digital advertising10/24/2012 14 ©2011 eXelate Inc. Confidential and Proprietary
    15. 15. Network/ Exchange/DSP’s 37% Agencies 48% 36% Marketers 32% 25% 32% trusted offline trusted offline trusted offline 20% 16% 20% third party third party third party custom customtop rated data for branding campaigns custom10/24/2012 15 ©2011 eXelate Inc. Confidential and Proprietary
    16. 16. Network/ Exchange/DSP’s 43% Agencies 58% 46% Marketers 19% 15% 25% trusted offline trusted offline trusted offline 16% 11% 12% third party custom custom custom CRM CRMtop rated data for direct response campaigns *custom data is preferred for direct response campaigns10/24/2012 16 ©2011 eXelate Inc. Confidential and Proprietary
    17. 17. validated data data vetted by industry organizations to eliminate inefficiencies in demographic data and optimize audience clusters10/24/2012 17 ©2011 eXelate Inc. Confidential and Proprietary
    18. 18. Agencies Marketers 51% 50% 35% 29% yes yes no noalready implemented a campaign ratings solution10/24/2012 18 ©2011 eXelate Inc. Confidential and Proprietary
    19. 19. 42% Agencies Marketers 40% 33% 37% 26% 20% unsure unsure yes yes no noplan to implement a campaign ratings solution in 201310/24/2012 19 ©2011 eXelate Inc. Confidential and Proprietary
    20. 20. 91% of 57% of agencies marketerswill use a campaign ratings solution in 2013 forcontextual and behaviorally targeted campaigns10/24/2012 20 ©2011 eXelate Inc. Confidential and Proprietary
    21. 21. marketers will leverage 3 types of data in2013 to achieve HIGH performance marketing third party custom validated 10/24/2012 21 ©2011 eXelate Inc. Confidential and Proprietary
    22. 22. the infrastructure and the big data that power smarter digital marketing decisionsUnique, proprietary dataEnhanced by superior modeling & analyticsDelivered effectively and efficiently 10/24/2012 22 ©2011 eXelate Inc. Confidential and Proprietary
    23. 23. we make BIG data actionable10/24/2012 23 ©2011 eXelate Inc. Confidential and Proprietary
    24. 24. to retain clients andwin new business in 2013,agencies will need: trusted data custom audiences HIGH performance marketing10/24/2012 24 ©2011 eXelate Inc. Confidential and Proprietary
    25. 25. thank you David Fischer SVP Sales davidf@exelate.com www.exelate.com10/24/2012 25 ©2011 eXelate Inc. Confidential and Proprietary

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