Marketers today are looking to leverage data to widen their audience, engage their customers and drive sales. Quality data is essential but only part of the equation. Using key findings from real campaigns, Aggregate Knowledge and PointRoll will discuss how good data enriches dynamic creative optimization and how these tools together can deliver compelling messages to high-performing audiences. Speakers: Rob Gatto, CEO, PointRoll @pointroll David Jakubowski, CEO, Aggregate Knowledge @davej95

1. Whole Equation:
Good Data + Compelling Messages
Find the Right Consumers, Deliver Creative Optimization, Improve
Performance
Dave Jakubowski, AK & Rob Gatto, PointRoll
DIGIDAY Data Marketing Summit
June 25, 2012
1

2. Why We’re Here
(1) + (1) = (3)
WINNING
COMBINATION
2

3. AK at a Glance
Who We Are
We are a SaaS measurement and analytics
company Media
What Are The Benefits?
 Media & data investments on a single
platform
+
 Join currently siloed sources of
information Data
 Transparency to control the entire user
experience across all touch points
What Makes AK Unique?
The AK Media Intelligence Platform unifies Intelligence
the user across all digital marketing
channels
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4. AK at a Glance – Example
Media
Facebook fails to sell GM on benefits
of paid ads
DETROIT/NEW YORK, May 17 (Reuters) - Facebook
may only have itself to blame for why General
+
Motors rained on its IPO parade this week….
GM's decision followed Facebook officials' failure to Data
convince top marketing executives at the U.S.
automaker of the benefits of Facebook's
paid ads …
Facebook Data Points:
 85% exclusive reach and 40 to 60% cheaper Intelligence
 24% of all conversions and 35% better CPA
 53% conversion lift with MTA; FB doesn’t “steal”
conversions
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5. Fact or Fiction?
“ Facebook’s reach is powerful
”
5

6. Fact: 85% of FB’s Users Not Found Elsewhere
Facebook is not “stealing” conversions
Source: Aggregate Knowledge (all campaigns in flight between Jan 1 and May 23rd 2012)
6

7. Fact or Fiction?
“ Facebook is a black hole
and too expensive
”
7

8. Fiction: FB’s Reach is 43% Below Average Cost/User
Large total reach…
…at 43% below average cost
Source: Aggregate Knowledge (all campaigns in flight between Jan 1 and May 23rd 2012)
8

9. Fact or Fiction?
“ Social is an important part
of my media mix
”
9

10. Fact: High Conversion + Low CPA = Better ROI
Because so many consumers can ONLY be reached by FB…
…their impact on conversions is good
by any measure (LTA or MTA)…
…at a CPA 35% below average
Source: Aggregate Knowledge (all campaigns in flight between Jan 1 and May 23rd 2012)
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11. Fact or Fiction?
“ Facebook steals conversions
from other inventory sources
”
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12. Fiction: Facebook Gains Conversions with MTA
Facebook generates more demand in the upper funnel than any other channel:
Largest gain in conversions with MTA…
…shows that FB is not “stealing” conversions
Source: Aggregate Knowledge (all campaigns in flight between Jan 1 and May 23rd 2012)
12

13. Fiction: Facebook Drives New Sales
87.3% exclusive reach among converters and
the 2nd largest source of new sales
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14. Fact or Fiction?
“ Server-to-Server solves data leakage
”
14

15. Fiction: Data Quality More Important Than Cookie Volume
…does not mean more unique users
High volume of cookie syncing…
Buying more cookies doesn’t buy more reach
15

16. Fact or Fiction?
“ Cookies churn once a month
”
16

17. Fiction: Half of Daily Cookies are Seen Again…
…and only 1 in 3 Cookies will generate ROI over a 30 Day period
On average, 55% of the cookies
will be seen again…
…and only 33% in a
30 Day window
17

18. Fact or Fiction?
“ Data doesn’t work; you don’t see ROI
”
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19. Fact: If You’re Buying Online Data, It probably Doesn’t Work
Only 44% of users from online sources will see an Ad
…and are seen less over time
69% of users from online
sources only saw an Ad once...
19

20. Fact or Fiction?
“ Offline data is too expensive
”
20

21. Fiction: Offline Users Convert 200%-500% Better
2-5x better Performance
from Offline Data Sources
21

22. Fact or Fiction?
“ As long as my CPA is good,
my data is good
”
22

23. Fiction: The User Experience is Even More Important
Same Cookie ID
68712441909493494
30-39 ->35-39
3 Age
40-49 ->45-49
Groups
50-59 ->50-54
$40K-$49K
3 Income $60K-$75K
Groups
$75K-$99K
23

24. Why We’re Here
(1) + (1) = (3)
WINNING
COMBINATION
24

25. WHY GOOD CREATIVE MATTERS
25

26. PointRoll at a Glance
 Who We Are CONSUMERS
Leading ad server, helping advertisers,
agencies and publishers create,
deploy, measure, and optimize
interactive and action-inspiring digital
campaigns across channels and
devices.
 What We Do SMARTER, MORE
Work with over half of Fortune 500 EFFECTIVE
ADVERTISING
Committed to service and
continued innovation
 Our Approach
PLACEMENT/ CREATIVE/
DEVICE MESSAGE
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27. Strategic Dynamic Messaging Works
 28% of Digital Marketers in
North America believe
Dynamic Optimization to be
more effective than any
other online ad format or
technique*
*SOURCE: eMarketer, Adobe 2011 Survey Digital Marketing in the Next Decade
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28. Let’s see it in action
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29. Right Data + Right Segment =
Increased ROI for Major CPG Company
Challenge:
 Major CPG brand with 80 brands and no coherent messaging was looking to
connect with their target audiences online and drive offline purchases while
eliminating media waste
Strategy:
 Used owned data from consumer database (1st party) in addition to 3rd party
data to create user profiles and deliver messages to segmented audiences in
one media buy
 Consumers were shown dynamic ads based on their user profile
Results:
 Received lift in offline purchases from new and repeat customers who were
exposed to the ads
 More efficient use of their media buy = less media waste
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30. In Summary
(1) + (1) = (3)
WINNING
COMBINATION
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