"Powering Next Generation Creative Through an Ever-Growing Data Ecosystem"


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"Powering Next Generation Creative Through an Ever-Growing Data Ecosystem"

  1. 1. Lizzy Hanna @Lizzy9987 Powering Next Generation Creative Through an Ever-Growing Data Ecosystem Amanda Sims @AKQAamanda
  2. 2. » 27 flights and 9 train rides between San Francisco, New York and DC » 2 Uber collisions » 28+ expense reports » Hundreds of conference calls » Countless bottles of wine….
  3. 3. Introductions • Who are we and what are our roles? Why it’s important for what we’re about to present
  4. 4. Background: 2013 was a landmark year for digital ►AudiUSA.com Re-launch ► Significant digital media growth
  6. 6. A dynamic creative testing and optimization strategy became a core piece of our toolkit to enhance creative and media
  7. 7. Dynamic creative optimization can yield a significant business impact
  8. 8. Our mission: Create a better way to use data to evolve media and power messaging
  9. 9. The new Audiusa.com provides a plethora of data points that tell us more about consumer preferences
  10. 10. 9 For example Geo-location insight: Audiusa.com Inventory Searches, June 2013
  11. 11. 10 Interest in A6 Cold Weather Package by DMA
  12. 12. ….and then additional 1st and 3rd party data broadened our data set even further
  13. 13. The Solution: Leverage data to have a conversation with the consumer in real-time, making it easier for them to purchase
  14. 14. Where we began: Focused on 3 key areas of our process and structure in order to execute successfully Consolidated audience buying strategy to eliminate consumer confusion
  15. 15. Expand creative toolbox and flexibility to meet consumers needs based on new and evolving behaviors Campaign based: Fixed Model/Feature message Customized Audience targeting: Personalized based on user location/actions/choices
  16. 16. By grouping data points throughout the tiers we honed in on consumer mindset
  17. 17. Results: Customized buying and re-targeting is more efficiently driving users down funnel
  18. 18. Creative personalization through re-targeting increases likelihood to click and consume more content ► 21% average lift in creative performance (CTR) ► 83% more website conversions Campaign/Message A B C D A B C D A B C D A B C D
  19. 19. Recognizing and sequencing the shopping journey moves the user down the funnel Considerers Deciders Turn over a new belief. More people are leaving BMW, Mercedes and Lexus for Audi than ever before. Competitive Examples Sensory overload. Performance and technology that’s powerful on the road. Easy on the eyes. A6 Example Showroom Page Offers Page ► As users move from one segment group to the next, CTR increases +20% and KPIs (on avg.) increase 61-70%
  20. 20. What’s next 1) Broaden data set based on new actions, web tools and features 2) Expand media mix and deployment •Mobile, Social
  21. 21. » Questions? » Thank you