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Timely & Creative Marketing Requires Controlling Frequency

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Timely & Creative Marketing Requires Controlling Frequency

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Timely & Creative Marketing Requires Controlling Frequency

  1. 1. © 2015 iMedia Bootcamp Leveraging People Data to Increase Effectiveness Jim Kiszka, Paid Digital Media, Kellogg Company Jon Suarez-Davis (jsd), CMO/CSO, Krux October 26, 2015
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  3. 3. Conversation Themes 3 Set the Foundation: Programmatic 1.0 Develop Data Strategy: Programmatic 2.0 Activate Data and Cross-Channel Delivery Hot Topics
  4. 4. Set the Foundation – Programmatic 1.0 4 • Go-to-Market Principles and Guidelines • Measurement Framework • Learning Agenda
  5. 5. Set the Foundation – Programmatic 1.0 5 From buying placements To buying audiences
  6. 6. Develop the Data-Strategy – Programmatic 2.0 6 • Data-Driven Beliefs • Running Water through the Pipes • Learning Agenda
  7. 7. Data enables growth Data Enables: 7 …insights, ideas and knowledge… …that connect consumers and brands… …and increase the effectiveness of marketing investment Develop the Data-Strategy – Programmatic 2.0
  8. 8. Data-Driven Beliefs 1. The fundamentals of marketing have not changed; what has changed is the expectations and environment in which we compete. 2. Data will become a new currency and the ability to successfully leverage it will separate winners and losers. 3. All media and shopping will be data enabled. 4. Agile insights will be fueled by observational data analysis and predictive behavior rather than proxy data (e.g., surveys) 5. Consumers will continue to migrate towards pervasive personalization. 6. Success with customers will become increasingly reliant on data connectivity across the path to purchase. 7. It’s not Art vs. Science; it’s Art & Science 8 Develop the Data-Strategy – Programmatic 2.0
  9. 9. Data-Driven Marketing Starts With All Your Data in One Central View 9 Develop the Data-Strategy – Programmatic 2.0
  10. 10. 10 DESKTOP, MOBILE, & SET-TOP CAMPAIGN & CONTEXTUAL CRM & OFFLINE RECORDS Characteristics Engagements Actions Unified Profiles Actionable Segments Cross-Channel Controls DIRECT & PROGRAMMATIC CONTENT PERSONALIZATION EMAIL SERVICES SOCIAL CHANNELS SEARCH ACTIVITY Develop the Data-Strategy – Programmatic 2.0
  11. 11. Activate Data and Cross-Channel Delivery 11 • Audience Discovery • Campaign Delivery • Learning Agenda
  12. 12. Reach valuable targets - find audiences across partners and maximize de- duplicated reach 12 Maximize Reach 8% of target segment %OverlapTargetSegment % Partner Overlap Activate Data and Cross-Channel Delivery
  13. 13. Impressions per User Use analytics to inform global delivery management Manage delivery to optimize marketing investment & ROI 13 Short Tail: Effectiveness Long Tail: Efficiency Percent of total SOCIAL MOBILE EMAIL SEARCH DESKTOP VIDEO Sweet Spot: Conversions 1 Identify the ‘sweet spot’ for conversions 2 Suppress over- delivery 3 Push under- delivery / extend reach 4 Cross-device people view TotalImpressions Activate Data and Cross-Channel Delivery
  14. 14. Understand cross channel activity Develop new insights into the who, where, and when of message engagement 14 10K Overlap 10% of Search clicks saw a Video ad Video 7 MM Search 550 K Display 93 MM 920K Overlap 13% of Video viewers saw a Display ad 64K Overlap 12% of Search clickers saw a Display ad Activate Data and Cross-Channel Delivery
  15. 15. Understand the consumer journey Map and influence the cross channel path to purchase 15 Propensitytovisitstore Low High User Conversion Path TV Ad Store Finder In-Store Activation Rewards Program Digital Ad Online Video Apps Social Media Passive Actions Targeted Actions Less User Data More User Data Homepage Visit Activate Data and Cross-Channel Delivery
  16. 16. Hot Topics 16 Creative Agency Model Fraud Walled Gardends
  17. 17. 17 Audience Questions
  18. 18. 18 Thank You

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