How Agencies Can Take Better              Advantage of          Online Audience Data                              Jeff Hut...
The single source for the most effective and      actionable marketing data for digital advertisers.We power optimal digit...
is data    350M                                                                           1,000+  Unique Users            ...
the data movement       U.S. marketers will more than double their         annual spending on online-derived data      sou...
data fuels 3 key marketer initiatives    discover                reach                                expand      smarter ...
identify new prospects                     glean audience insights                     observe and plan for trends        ...
supplementing 1st party data with 3rd             party data3/4/2012                           7             ©2011 eXelate...
segment activation3/4/2012                             8               ©2011 eXelate Inc. Confidential and Proprietary
extract valuable insights                 The Chevrolet Intender is:                         likely to be male (68%)      ...
identifying trends   brand equity/trends emerge in spotting shopper intent to purchase by brand         Volume Trend: Mobi...
eXelate data = valuable informant   STUDY:                New nameplate for Chrysler   BUSINESS CHALLENGES:   1. Identify ...
eXelate data = valuable informant   ADVANCED ANALYSIS RESULTS:                    The cross section of Fiat and competitiv...
eXelate data = valuable informant   ADVANCED ANALYSIS RESULTS:               The cross section of Fiat and competitive    ...
target the right consumers                      minimize waste                      improve user experience               ...
robust marketplace of audiences  household                            behavioral                              purchase dem...
reach the right audienceTotal NUMBER of available audience segments have doubled YOY to over 1,000eXelate audience attribu...
eXelate results:                                                                          verification             • Confi...
audience targetingHistorical use of behavioral data has skewed toward DirectMarketersToday, audience targeting has invited...
model based on your best performers                              reach the optimal audience at scale                      ...
first party + third party data        Large brands quickly exhaust high-affinity       segments available off the shelf. T...
maX audience modeling  Built on a foundation of best-in-class analytics processes andleveraging billions of exclusive, 3rd...
building                                                segments                       URL Visitation:  Converted Consumer...
adaptive audience intelligenceThe iterative, business andtechnical process loop that brings                               ...
audience targeting methods compared                 Performance vs. Scale   Performance                     Fully Customiz...
3rd Party Data                  Key questions you need to ask?Are the data sets proprietary?What data sets are augmented w...
eXelate Benefits SummaryInfrastructure built to support the growing demand in Audience Targetingand AnalyticsRobust data m...
we make the process of buying, selling and managing      audience data simple, safe, & scalable
www.exelate.com            646.237.42103/4/2012                          28             ©2011 eXelate Inc. Confidential an...
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Digiday Agency LA: Realizing the Potential of Audience Data to Power Marketing Decisions

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Digital marketers and agencies have tapped into data, and, more specifically, audience data to fuel marketing decisions. Targeting the right audience, uncovering new prospects and expanding reach potential through modeling are the top three ways in which marketers are applying big data to marry tailored content with relevant advertising. Learn how you can help your clients reduce waste, improve campaign results and drive 2012 revenue through data.

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  • “Game Enthusiasts (Video & Online)” – this segment leverages the eXelate ‘Casual Gaming’ segment and demonstrates how a partners 1st Party Data can be supplemented with an eXelate segment to increase audience size in Adobe AudienceManagerThe eXelate / Adobe AudienceManager integrations allows advertisers to leverage eXelate’s premium online behavioral and purchase-intent data, assess it against their other valuable data sources, model robust marketing segments and target them across the digital ecosystem.Audience Identification & Segmentation: Advertisers can leverage data from their analytics platform, ad performance data and eXelate segments and then combine these attributes into high-value audience profilesAudience Targeting: Activate Segments Across the Ecosystem: Advertisers can easily activate their eXelate-sourced segments across any digital targeting platform.Audience Discovery: Performance & Analytics
  • “Targeting Segments” shows the activation of eXelate segments in a targeting platform – mediamathThe eXelate / Adobe AudienceManager integrations allows advertisers to leverage eXelate’s premium online behavioral and purchase-intent data, assess it against their other valuable data sources, model robust marketing segments and target them across the digital ecosystem.Audience Identification & Segmentation: Advertisers can leverage data from their analytics platform, ad performance data and eXelate segments and then combine these attributes into high-value audience profilesAudience Targeting: Activate Segments Across the Ecosystem: Advertisers can easily activate their eXelate-sourced segments across any digital targeting platform.Audience Discovery: Performance & AnalyticsSegmenting and targeting the eXelate-identified audience through Adobe AudienceManager allows partners to assess the performance of segments they have targeted in specific campaigns, as well as review the performance of un-targeted segments. Advertisers & Agencies can assess the audience that consumed media across all composites of the campaign buy, whether they be direct to a publisher, through a DSP, through an ad network.Advertisers & Agencies can also isolate new opportunities for future marketing initiatives, analyze the universe of users who haven’t been targeted, or optimize existing campaigns to meet and exceed audience goals.
  • eXelate offers a multitude of insights to share with brand clients. eXelate data is able to decipher a brand’s exact target and provide insights into what products the consumer is buying, where they are shopping and their brand affinity.
  • A brand client may want to know a trend that is occuring in their industry. Trend insights allow a brand to understand the types of online competitive trends.
  • Digiday Agency LA: Realizing the Potential of Audience Data to Power Marketing Decisions

    1. 1. How Agencies Can Take Better Advantage of Online Audience Data Jeff Huter eXelate3/4/2012 1 ©2011 eXelate Inc. Confidential and Proprietary
    2. 2. The single source for the most effective and actionable marketing data for digital advertisers.We power optimal digitalmarketing decisions through:1. Unique, proprietary and modeled data2. Delivered effectively and efficiently3. Supported by superior services & analytics3/4/2012 2 ©2011 eXelate Inc. Confidential and Proprietary
    3. 3. is data 350M 1,000+ Unique Users Verified Segments *based on a 30 day period Audience Segments Branded Data Premium Clients 10B Data Points Analyzed Each Month3/4/2012 3 ©2011 eXelate Inc. Confidential and Proprietary
    4. 4. the data movement U.S. marketers will more than double their annual spending on online-derived data sources over the next two years - investing as much as $840 million by 2012 on information about digital audiences, transactions and clickstream behaviors. - “Changing Mission of Marketing Data”3/4/2012 4 ©2011 eXelate Inc. Confidential and Proprietary
    5. 5. data fuels 3 key marketer initiatives discover reach expand smarter marketing decisions3/4/2012 5 ©2011 eXelate Inc. Confidential and Proprietary
    6. 6. identify new prospects glean audience insights observe and plan for trends discover3/4/2012 6 ©2011 eXelate Inc. Confidential and Proprietary
    7. 7. supplementing 1st party data with 3rd party data3/4/2012 7 ©2011 eXelate Inc. Confidential and Proprietary
    8. 8. segment activation3/4/2012 8 ©2011 eXelate Inc. Confidential and Proprietary
    9. 9. extract valuable insights The Chevrolet Intender is: likely to be male (68%) 6.2x more likely than BMW Intenders to be in Nielsen Household Prizm 28 Traditional Times
    10. 10. identifying trends brand equity/trends emerge in spotting shopper intent to purchase by brand Volume Trend: Mobile By Manufacturer Is activity spike following60,000 other announcements , such as changes carrier50,000 relationships… is there40,000 affect on other brands?30,000 Is insight drawn from20,000 daily changes…i.e. brand shopping differences on10,000 Cyber Monday that may reflect perceptions of 0 premium vs. discount value? Make: Apple Make: HTC Make: LG Make: Motorola Make: Nokia Make: Palm Make: RIM Make: Samsung Make: Sony Ericsson
    11. 11. eXelate data = valuable informant STUDY: New nameplate for Chrysler BUSINESS CHALLENGES: 1. Identify key markets and competitive brands to conquest. 2. Steal market share.3/4/2012 11 ©2011 eXelate Inc. Confidential and Proprietary
    12. 12. eXelate data = valuable informant ADVANCED ANALYSIS RESULTS: The cross section of Fiat and competitive models shopper confirms: 1. People that are Mini, SmartCar, and Scion Intenders" are far more likely than average to also be Fiat intenders 2. People who are Scion, SmartCar, and Mini Intenders (as well as Honda, Toyota, and Nissan) have socio-economic characteristics that are similar to that of Fiat intenders 3. Intenders of Asian and European Cars have relatively similar socio-economic characteristics, and both are different than intenders of US makes The Fiat shopper is dissimilar to Chrysler/Chrysler models3/4/2012 12 ©2011 eXelate Inc. Confidential and Proprietary
    13. 13. eXelate data = valuable informant ADVANCED ANALYSIS RESULTS: The cross section of Fiat and competitive models shopper informs: 1. Additional targeting segments for conquesting Nielsen Prizm households where competitive brands have a strong preference 2. Additional targeting segments that Fiat should defend Nielsen Prizm households that have early affinity for Fiat 3. Dealer showrooms Where should Fiat retail3/4/2012 13 ©2011 eXelate Inc. Confidential and Proprietary
    14. 14. target the right consumers minimize waste improve user experience reach3/4/2012 14 ©2011 eXelate Inc. Confidential and Proprietary
    15. 15. robust marketplace of audiences household behavioral purchase demographics propensity intent NFL, Shopping, Re College Football Gender, Age tail Travel, Re Pets Household, Neighb gion orhood Tech Auto Buyers Enthusiasts Relationship Hobbies, Playi Shopping, Fo ng Music od & Wine Income, Net worth3/4/2012 15 ©2011 eXelate Inc. Confidential and Proprietary
    16. 16. reach the right audienceTotal NUMBER of available audience segments have doubled YOY to over 1,000eXelate audience attributes This may reduce AND enable your need to build custom segments We continue to add data providers and attributes, but only where there is a need We create segment(s) from commonly requested attribute combinations. These eXelate “Smart Segments” are distributed to all buy-side partnersExample: “Men in Trouble”{male AND shopping for flowers & gifts}
    17. 17. eXelate results: verification • Confirmed session assignments and cookie matching • Identified instances where multiple users access the same computer 1 2 3 4 5 demographic: Gender intent: Auto intent: Travel intent: Shopping eXelate demographic and intent data segments fell within the top 2 boxes of the 5-point rating scale. 3/4/2012 17 ©2011 eXelate Inc. Confidential and Proprietary
    18. 18. audience targetingHistorical use of behavioral data has skewed toward DirectMarketersToday, audience targeting has invited Brand Marketers whowant precision, minimal waste, and assurance they reach theaudience they aim to target. Buying on site audiencecomposition alone is increasingly challenged. Online campaign audits (via Nielsen OCR et el) will be commonplace and hold publishers accountable
    19. 19. model based on your best performers reach the optimal audience at scale deliver 3x-5x better results expand3/4/2012 19 ©2011 eXelate Inc. Confidential and Proprietary
    20. 20. first party + third party data Large brands quickly exhaust high-affinity segments available off the shelf. The fact of the matter is that there’s never enough high- performing data. Xaxis tackles this challenge by building the data that our clients need. Eugene Becker Vice President of Analytics3/4/2012 20 ©2011 eXelate Inc. Confidential and Proprietary
    21. 21. maX audience modeling Built on a foundation of best-in-class analytics processes andleveraging billions of exclusive, 3rd party online and offline data points, eXelate builds targeted custom audiences that model attributes of top-performing customers3/4/2012 21 ©2011 eXelate Inc. Confidential and Proprietary
    22. 22. building segments URL Visitation: Converted Consumer www.autobytel.com/land-rover Browser: Mozilla Firefox Operating system: Windows 7 [ advertising data cloud ] Keyword Search: Land Rover Type of device: PC eXelate takes the raw, initial attributes of a brand’s converters and identifies similar consumers in our marketplace for that brand to target.3/4/2012 22 ©2011 eXelate Inc. Confidential and Proprietary
    23. 23. adaptive audience intelligenceThe iterative, business andtechnical process loop that brings Offline 1st Datatogether relevant Big Data Party DataFind optimized audiences while Online Dataautomatically pushing intelligenceinto marketing-facing operationalsystems as well as pulling feedback loopfeedback to guarantee continual,campaign-performanceimprovement. digital media transactions [ advertising data cloud ]
    24. 24. audience targeting methods compared Performance vs. Scale Performance Fully Customizable via Reach Control Scale Performance maX Reach Control Reach Control Segments Scale (grouped by performance rather than size)
    25. 25. 3rd Party Data Key questions you need to ask?Are the data sets proprietary?What data sets are augmented with other data sources?Is the total segment size in line with total universe?How do they compensate source(s) of data?Can you buy based on recency?Can you create and buy custom segments?Are you compliant with industry privacy standards?
    26. 26. eXelate Benefits SummaryInfrastructure built to support the growing demand in Audience Targetingand AnalyticsRobust data marketplace assure best available scale for your campaignsFully compliant with industry privacy standardsTHE FIRST AND ONLY COMSCORE VERIFIED DATA AVAILABE TODAY
    27. 27. we make the process of buying, selling and managing audience data simple, safe, & scalable
    28. 28. www.exelate.com 646.237.42103/4/2012 28 ©2011 eXelate Inc. Confidential and Proprietary

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