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Google Analytics Konferenz 2019_Audience Management_Emma Crawford-Prajapati (Google)

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Google Analytics Konferenz 2019_Audience Management_Emma Crawford-Prajapati (Google)

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Wie man Audiences mit Google Analytics und Big Query bildet und bewertet, diese in DV360 nutzt und mit weiteren Daten kombiniert. Sehen Sie Best Practices für Audiences und Creatives von den Experten sowie einen Praxiscase zu Audience Management im E-Commerce.

Wie man Audiences mit Google Analytics und Big Query bildet und bewertet, diese in DV360 nutzt und mit weiteren Daten kombiniert. Sehen Sie Best Practices für Audiences und Creatives von den Experten sowie einen Praxiscase zu Audience Management im E-Commerce.

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Google Analytics Konferenz 2019_Audience Management_Emma Crawford-Prajapati (Google)

  1. 1. Proprietary + Confidential #InspiredByData: Connecting the dots with Audience & Creative Emma Crawford-Prajapati Creative Product Lead, EMEA
  2. 2. Proprietary + Confidential 70% of campaign performance is down to creative Source: Google Media Lab Research 2016
  3. 3. Proprietary + Confidential 150% Improved performance when creative and media work together Source: Google Media Lab Research 2016
  4. 4. Proprietary + ConfidentialProprietary + Confidential Creative Media Proprietary + Confidential The old marketing formula:
  5. 5. Proprietary + ConfidentialProprietary + Confidential Data MediaCreative The new marketing formula:
  6. 6. Proprietary + Confidential Agenda Driving results with Personalization #inspiredbydat a Why Audience Matters Connecting the dots
  7. 7. Proprietary + ConfidentialProprietary + Confidential Why audience matters
  8. 8. Imagine...
  9. 9. PRINCE CHARLESOZZY OSBOURNE
  10. 10. Proprietary + ConfidentialProprietary + Confidential What Google can add ● Search preferences ● Web browsing behaviors ● Online shopping patterns ● App engagement What you know ● Dad with school-aged kids ● Homeowner ● Lives in the Midwest ● 40 to 50 years old Building a 360º view of your customer
  11. 11. Proprietary + Confidential Source: BCG, Digital Maturity Study, 2017 Advertisers who are successful at data-driven marketing are seeing revenue increases of as much as 20%, and cost savings of up to 30%
  12. 12. Proprietary + Confidential Source: BCG-Google Data-Driven Marketing assessment 2017 Maturity Assessment of participants (%) Archetype of maturity Campaign based execution mainly using external data and direct buys with limited link to sales Some use of owned data in automated buying with single-channel optimisation and testing Data integrated and activated across channels with demonstrated link to ROI or sales proxies Dynamic execution optimised toward single-customer business outcomes across channels Nascent Emerging Connected Multi-moment 7% 49%41% 2% Only 2% of brands are realising the full potential of data-driven marketing strategies
  13. 13. Proprietary + ConfidentialProprietary + Confidential Reaching the right customers can feel like finding needles in a haystack
  14. 14. Proprietary + ConfidentialProprietary + Confidential … a “full funnel” audience strategy is essential Find new and qualified users to broaden your customer base Engage with users you know in a meaningful way to maximize the value of each client Awareness Consideration Evaluation Purchase Advocacy
  15. 15. Proprietary + ConfidentialProprietary + Confidential Google tools enable scale and unlock new opportunities Display & Video 360 Collect and segment your data based on how users engage with your media campaigns Google Audiences Reach qualified users at scale across their purchase journey with Google data Analytics 360 Collect and segment your data based on how users engage with your website Display & Video 360 Audience Module Consolidate data across sources (including 3P) and bring a holistic audience strategy to life Find new and qualified users Engage with users you know in a meaningful way
  16. 16. Don’t forget the basics... #1
  17. 17. Think “full funnel” #2
  18. 18. Put your (first party) data to work #3
  19. 19. Proprietary + ConfidentialProprietary + Confidential Driving results with personalization
  20. 20. Proprietary + ConfidentialProprietary + Confidential 50% reduction in acquisition costs Up to 15% lift in revenue Up to 30% increase in efficiency of marketing spend Personalization gets results Source: McKinsey November 2016
  21. 21. Proprietary + ConfidentialProprietary + Confidential Behavior data • Are they photographers or foodies? • What do they typically spend per order? Media touchpoints/contextual data • What shows and sites do they like? • How do they consume favorite content? Environmental data • What’s the weather like where they are? • Are they homebodies, or travelers? Personalization starts with knowing your audience Proprietary + Confidential
  22. 22. Proprietary + ConfidentialProprietary + Confidential Message sequencing Creative decisioning Real-time, dynamic ads Levels of personalization Proprietary + Confidential Leverage sequential messaging to move customers through your brand story Use data to select the right creative to deliver to each segment Use signals to select and place dynamic creative elements in real time in your creative Storytelling through data
  23. 23. Proprietary + Confidential In a world with lots of audience signals at the ready, how much customization is necessary for your creative to be effective?
  24. 24. Proprietary + Confidential Source text 6pt Roboto Dark Grey 2
  25. 25. How much customization? For which audiences? The more customization, the higher the lift in Recall. Customization will drive most Recall lift on emotionally charged audiences. The questions The hypotheses
  26. 26. Audiences outperform demo Finding #1 Average ad recall lift Demo Audiences 3.2% 4.5% +34%
  27. 27. Finding #2 Copy works hard for 0:06 ads Copy only Copy & visualControl Female 18-34 Fitness buffs In-market for dating apps New job
  28. 28. 1 2 3 4 5 6 7 8 Finding #2 Ad lift recall In-market for employment Health & fitness affinity Parents of grade schoolers Graduation Hardcore gamers Outdoor enthusiasts 1 Outdoor enthusiasts 2 Competitors Parents of teens New Job Dating Fitness Buffs Custom copy Custom copy & visual Copy works hard for 0:06 ads
  29. 29. More significant customization needed to see impact on longer form Finding #3 Average ad recall lift Some Customization Copy only More Customization Visual & Copy 6-second ads 15-second ads Life events
  30. 30. Audiences outperform demo Copy works hard for 0:06 ads More significant customization needed to see impact on longer form Customization impacts men and women differently Customization was most impactful for certain types of signals The findings: 3 actionable & 2 exploratory
  31. 31. Proprietary + ConfidentialProprietary + ConfidentialProprietary + Confidential But what about Display?
  32. 32. Proprietary + ConfidentialProprietary + Confidential Connecting the dots
  33. 33. Proprietary + ConfidentialProprietary + Confidential Activate personalization through collaboration Creative agency Deliver more memorable creative Have insight to expand the creative opportunity Test hypotheses Marketer Reach your consumers in the moments that matter Leverage learnings beyond digital Media agency More services available for your clients Better performing campaigns Production team Access to insight to drive more efficient production A better process for dynamic campaigns
  34. 34. Proprietary + ConfidentialProprietary + Confidential Create Measure Iterate Never stop learning
  35. 35. Proprietary + Confidential #InspiredByData Thank You
  36. 36. Proprietary + Confidential #InspiredByData Appendix
  37. 37. Proprietary + ConfidentialProprietary + Confidential Consumers expect to get exactly what they want, exactly when they want it Today’s media reality: Source: cmo.com, February 2015 74% of consumers get frustrated when ads appear that have nothing to do with their interests
  38. 38. Proprietary + ConfidentialProprietary + Confidential Find Alignment Develop Creative QA,Traffic, Launch Learn & Optimize hi-level objectives, audience signals, 1st-party insights creative insights relating to online / mobile consumer behavior previous metrics, potential 3rd-party data, contextual signals insights on content development (are there assets available to support insights?) objectives, target audience, KPIs, moments that matter, creative requirements, approval chain signals/creative triggers, visual identity, voice & tone guidelines, storytelling elements, emotional hook targeting signals, learnings from past campaigns, creative sizes, formats, duration, brand safety metrics, KPI alignment technical concerns, determines if dynamic creative is needed, creative development timeline dynamic feed content, final creative, licensing information for assets reporting metrics, naming conventions, final ad specs, feed input for Campaign Manager/Display & Video 360 values messaging/imagery is on-brand, gives existing imagery, assets and copy to production team message matrix to indicate delivery rules, specs for dynamic copy /images, design, animation & HTML5, proper coding of creative final go-live campaign approvals QA’ng creative fields in dynamic feed to confirm that content is rendering correctly set-up for optimal KPI measurement, set-up for scheduled reporting, creative trafficking previews & backup images, Q&A,QA approvals from other agencies, final creative trafficking reporting, input for optimization and on-the-fly changes reporting, recommendations for creative optimization performance vs. KPIs, optimization recommendations to brand & agencies, creative optimization requirements troubleshooting/implementing revisions to the dynamic feed(s) and creatives, reporting and input for changes, creative optimizations Gather Insights ProductionMediaCreativeMarketer
  39. 39. Proprietary + Confidential Question 1 How much customization? Copy only Copy & visual Narrative structure
  40. 40. Question 2 For which audiences? Passion point Parenting stage Major life event Purchase intent In-market Females Affinity: Beauty mavens In-market: Skincare products Life event: Getting married Custom affinity
  41. 41. Customization impacts men and women differently Finding #4
  42. 42. Customization was most impactful for certain types of signals Finding #5 Ad recall variable lift (Custom vs control creative) Outdoor enthusiast 17% Actively trying to get fit In-market for investment services 69% 0%
  43. 43. Proprietary + ConfidentialProprietary + Confidential Google Marketing Platform Provides you with a fully integrated experience Google can help you build this Audience Strategy

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