Predictive Behavioral Targeting 280509

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Predictive Behavioral Targeting 280509

  1. 1. Predictive Behavioral Targeting Delivering People Not Pages
  2. 2. 1. What we do Predictions & Predicting Explained
  3. 3. Challenge | Lack of Product Relevant Websites Traditional Behavioural Targeting (BT) works for Cars, Fast Moving Consumer Goods (FMCG) requires Finance and Travel. But no online behaviour is user data on Socio-Demographics, Interests and available for Lemonade, Chocolate or Cosmetics. Lifestyle.
  4. 4. Process | 3 Steps To Target
  5. 5. Element 1| Click Behaviour Measurement Click Behaviour Measurements taken from all active cookies Measuring click behaviour (using cookies) delivers information on the subject and frequency of visits to each page of your website.
  6. 6. Element 2 | Surveying Online Surveying Measurement of all non-deleted cookies Surveying website users delivers important data on socio-demographics, lifestyle and product interests
  7. 7. Process Two | Survey Invitation
  8. 8. Process Two | Survey example
  9. 9. Element 3 | Creation of Profiles / Statistical Models Creation of Profiles Measurement data from all active cookies Surveyed users are Surveying compared with non- of website surveyed users in real- time, using statistical users models = Predictions 100% Site Visitor Coverage
  10. 10. Element 5 | Delivery of the Predictions 100% coverage of all website users Profile Delivery Measurement data from all active cookies An advertisement, e.g. Survey of for toilet paper, will only be delivered to the website person who does the visitors household shopping
  11. 11. Profiling
  12. 12. Segmentation | Recommended Construction Combination of sociodemographic data, affinities and/or product interests 1. Sociodemographical Data 2. Product Interests: • Food • Gender • Body, hair or dental-care products • Age Groups • Household hygiene papers • Household Leader • Cleaning agents • Houshold Income • Health supplements • Employment status Max. 3 Further Interests/Affinities criteria • Autos combined • Travel recommended • Finance age group or/and education available in product interests available in combination combination with gender with gender or/and age group
  13. 13. nugg.ad | Target Groups (on the German market) Top Groups; Travel & Cars, Beauty & Care, Demographics Travel & Cars Fashion Private & Business Food & Drink Lifestyle & Leisure Finance Consumer Electronics Beauty & Care Health Home & Garden
  14. 14. 2. Success Criteria Targeted Campaigns
  15. 15. Campaign Learning´s | Success Criteria Increase Reach within target group Increase Click-Thru-Rates (CTR´s) Increase Conversions Reduce Media Loss (brand impact)
  16. 16. 3. Budget Efficiency
  17. 17. Reduce Media Loss | with PBT     Rate Card CPM Real CPM Efficiency Percentage of target group 33% € 10.00 € 30.30  reached without PBT Percentage of target group reached with PBT 69% € 12.00 € 17.39 +43% only 33% of users are Female => 67% media loss PBT reduces media loss by 36 percentage points Advertisers save 43% in terms of real CPM
  18. 18. Closing Statement | Carrie Frohlich “..You are not advertising for clicks or gross rating points….What you're advertising for is to sell me stuff or change perception, and that's what we need to be measuring again..” Carrie Frolich, Managing Partner, Digital Interaction MEC Interaction NYC

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