1. Connect your CRM data. Don’t just collect it and keep it in silos.
2. Invest more in mobile. Mobile targeting and ROI are looking better than ever.
3. Personalize. It’s the big pay-off of all that data and analysis.
4. Measure, measure, measure. Know what works and double down.
5. Be up front about privacy. Consider the other side of targeting.
Gary Vaynerchuk's advice can be found here: http://www.youtube.com/watch?v=TLZDzFKKwZw
BBC's Monitor Me can be found here: http://www.youtube.com/watch?v=aJlMwBaGcsk
Third Eye Project can be found here: http://www.youtube.com/watch?v=gbTQb1Hdp6U
In the age of customer-centric marketing, customers expect to be treated as individuals. Personalised marketing lets you to own the “micro-moments” in the customer journey at the scale of millions.
https://netcore.in/resources/ebook/personalised-marketing-at-the-scale-of-millions/
Gary Vaynerchuk's advice can be found here: http://www.youtube.com/watch?v=TLZDzFKKwZw
BBC's Monitor Me can be found here: http://www.youtube.com/watch?v=aJlMwBaGcsk
Third Eye Project can be found here: http://www.youtube.com/watch?v=gbTQb1Hdp6U
In the age of customer-centric marketing, customers expect to be treated as individuals. Personalised marketing lets you to own the “micro-moments” in the customer journey at the scale of millions.
https://netcore.in/resources/ebook/personalised-marketing-at-the-scale-of-millions/
Multi-Channel Analytics: The Answer to the "Big Data" Challenge and Key to Im...Dr. Cedric Alford
By gathering and analyzing data from every marketing activity and channel source, the goal of multi-channel analytics is to enable companies to gain valuable business intelligence about their customers and prospects. Multi-channel analytics allows companies to more efficiently segment customers and to better understand what content and special offers to send, when, and through what preferred channels. Customer intelligence gleaned through multi-channel analytics provides a clearer picture of what integrated marketing content and channels are working (or not). With this information, companies can better plan future marketing programs and marketing budget to achieve a strong return on marketing investment (ROMI). Multi-channel analytics can be a game changer -- leading to increased sales, increased customer loyalty and enhanced customer lifetime value.
Dr. Cedric Alford provides a position on multi-channel analytics and datamarts in today's global organizations.
6 reasons why you need data driven marketingRedspire Ltd
In a world where information doubles each quarter, smart marketers use data. This SlideShare explores 6 reasons modern marketers can use to justify a data strategy.
A quick guide on what Marketing Automation is, steps to success in launching your campaigns, how to optimise activity and enables sales to help drive revenue.
The Internet has given rise to a new dynamic where the buyer is in control. As a result, marketing teams need access to new skillsets. Get some clarity on what these are.
White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space.
Marketing Automation sounds like the perfect solution, but perhaps it hasn’t delivered quite as well as you thought? Here are 10 reasons why Marketing Automation missions fail, and the solutions behind them!
eMarketer Webinar: Reaching the Right Audience—Ad Targeting TrendseMarketer
Join eMarketer Principal Analyst David Hallerman as he explains how getting through to those interested in a marketer’s pitch demands a blend of the right audience, the right medium and the right message.
Multi-Channel Analytics: The Answer to the "Big Data" Challenge and Key to Im...Dr. Cedric Alford
By gathering and analyzing data from every marketing activity and channel source, the goal of multi-channel analytics is to enable companies to gain valuable business intelligence about their customers and prospects. Multi-channel analytics allows companies to more efficiently segment customers and to better understand what content and special offers to send, when, and through what preferred channels. Customer intelligence gleaned through multi-channel analytics provides a clearer picture of what integrated marketing content and channels are working (or not). With this information, companies can better plan future marketing programs and marketing budget to achieve a strong return on marketing investment (ROMI). Multi-channel analytics can be a game changer -- leading to increased sales, increased customer loyalty and enhanced customer lifetime value.
Dr. Cedric Alford provides a position on multi-channel analytics and datamarts in today's global organizations.
6 reasons why you need data driven marketingRedspire Ltd
In a world where information doubles each quarter, smart marketers use data. This SlideShare explores 6 reasons modern marketers can use to justify a data strategy.
A quick guide on what Marketing Automation is, steps to success in launching your campaigns, how to optimise activity and enables sales to help drive revenue.
The Internet has given rise to a new dynamic where the buyer is in control. As a result, marketing teams need access to new skillsets. Get some clarity on what these are.
White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space.
Marketing Automation sounds like the perfect solution, but perhaps it hasn’t delivered quite as well as you thought? Here are 10 reasons why Marketing Automation missions fail, and the solutions behind them!
eMarketer Webinar: Reaching the Right Audience—Ad Targeting TrendseMarketer
Join eMarketer Principal Analyst David Hallerman as he explains how getting through to those interested in a marketer’s pitch demands a blend of the right audience, the right medium and the right message.
The buyers guide to Programmatic Direct by GoogleRodd SL
This guide was designed to clearly de ne Programmatic Direct and explain the underlying deal types so you have con dence in choosing the best approach for your campaigns.
On the occasion of the Connected Conference in Paris, FNAC, in cooperation with Livosphere, conducted a survey on connected hardware consumers, their habits, their expectations, their preferences, and their assumptions about the internet of things.
AdWords is obviously the king of search engine marketing
(SEM) platforms. But when it comes to display advertising,
the industry has evolved beyond what AdWords offers.
Superior reach, targeting, and optimization are now found
in the realm of real-time bidding technology and realized
through Programmatic demand-side platforms.
Slides from a talk given by @LiamBoogar at TheFamily.
This talk is about the questions that Liam Boogar, Editor @RudeBaguette, uses in order to quickly and accurately separate entrepreneurs from want-preneurs.
10 French startups disrupting the way you experience fashion online Liam Boogar-Azoulay
It may sound like a stretch to say that French people are the reference for fashion. But as we say, “il n’y a pas de fumée sans feu” (there’s no smoke without fire).
In addition to having a very prolific fashion sense, the French are also very creative when it comes to the shopping experience. The landscape of French fashion startups is flourishing those days: 6 of the 10 companies presented in this article closed a round last spring/summer season and the results of their investments are released now. Let’s open the catwalk: http://wp.me/p2OgMk-65W
Presented at TMKedu by Sean Galligan on July 16, 2014
Have you heard about traditional media but aren't quite sure what it is? This presentation shares how to plan and buy traditional media and will give you some context on why advertisers use it and how you should think about it. Each medium is different in its own way and this presentation explores the nuances of each and how they are adapting in today's digital landscape.
10 Customer Data Platform use cases that can drive business growth.pdfAmruta Relekar
📈 Unlocking Business Growth with Customer Data Platform: Discover 10 dynamic use cases that leverage the power of data to fuel your success!
From refining target audiences to optimizing customer journey, these strategies can propel your business forward.
Explore the full blog here: https://www.webmaxy.co/blog/egrowth/customer-data-platform-use-cases/
Get access to all your customer data and interactions in one place. Take a WebMaxy eGrowth trial now! https://www.webmaxy.co/egrowth/
#customerdataplatformusecases #cdpusecases #customerdataplatformusecase
3 Ways to Drive Growth Using Your Big DataJim Nichols
Most marketers believe that programs powered by big data have the potential to radically improve business and drive
growth. But understanding the potential value of big data – and actually realizing it – are two very different things.
While many brands have invested millions to collect this
valuable marketing intelligence, few CMOs claim to be
maximizing their results with it. While leveraging your
big data to drive sales isn’t necessarily an easy thing, it is
possible – and it doesn’t require years to develop big data
strategies and tactics you can count on to deliver higher
return. In fact, many can reap the benefits in weeks.
4 Strategies to Unlock Value From Your Mobile Customer DataJim Nichols
Many mobile-minded marketers are now looking to their customer data as a tool to drive extraordinary business growth. Historically, data is harder to collect on mobile screens. Tracking cookies, the workhorses of the PC web, are very problematic on mobile, especially with Apple devices and apps. But the data problems have diminished. If you are looking for ways to unlock value from your mobile data, consider starting with these four tips.
CCF provides near real-time insights into the customer experience and journey that previously could only be obtained through labor-intensive and time-consuming traditional research techniques. By applying predictive technologies to social data, SDL gives companies the means to better understand what customers care about, the reasons behind their actions, their attitudes and triggers for their behaviors, all of which can effectively translate audience experiences into strategic opportunities.
Traditional marketing knowledge would tell you that the only way to grow your business is by acquiring new customers – and to some extent, that’s true. But if your business already has a customer base, there’s good news: by focusing on better understanding the customers you already have, you can move the needle more predictably — and more impactfully — than by marketing to new customers.
Download the White Paper to learn:
What types of customer data leading businesses prioritize
How to gather high-quality customer data
Ways to analyze and use your customer data to drive hard revenue
Examples of leading businesses that you can copy today
Life cycle marketing for the automotive services industryCatalyst
Whether your goal is to increase ticket size, boost cross-sell, get customers to visit more often, or all the above, an effective life cycle marketing strategy can deliver the competitive difference you want.
Through precise location analytics, retailers now can monitor the entire path to purchase. With this data, marketers better understand what led to the purchase providing the ability to move beyond the traditional blanketed “campaign” to a year-round interaction based on consumer behavior. Customers “opt-in” by mobile app to receive highly-targeted promotions, information about merchandise they may have “visited” but didn’t purchase, and discounts for major events – based on correlations like visits, dwell and intent – to drive sales like never before.
RIS November tech solutions guide - analyticsiinside
Through precise location analytics, retailers now can monitor the entire path to purchase. With this data, marketers better understand what led to the purchase providing the ability to move beyond the traditional blanketed “campaign” to a year-round interaction based on consumer behavior. Customers “opt-in” by mobile app to receive highly-targeted promotions, information about merchandise they may have “visited” but didn’t purchase, and discounts for major events – based on correlations like visits, dwell and intent – to drive sales like never before.
The Data-Driven Path To Timeshare Customer AcquisitionAmy Kilpatrick
Today's travel consumers have more options than ever before in how they discover and shop for timeshare properties and vacation experiences. That's why it's crucial for timeshare sales organizations to reach prospects and customers across multiple channels in their customer journeys.
5 ways to boost customer loyalty using data analyticsgroupfio1
Great customer experiences lead to higher retention rates, increased brand loyalty, and bigger customer lifetime value (CLV). Improving customer experiences can seem like a straightforward task, but unless you base new tactics and strategies on tools like zero-party data, you might be putting in effort and resources in the wrong places.
So, what are some RIGHT ways to use data analytics to improve customer loyalty? Here’s 5 ideas to help you get started building that data-driven competitive edge.
https://www.groupfio.com/5-ways-to-boostcustomer-loyalty-using-data-analytics/
The State of Social report is our quarterly check-in with
50 of the top brands in the world and their sophistication
across the major social properties. In Q4, we’re
introducing one new channel and researching new tactics,
strategies, and campaigns to see who’s pushing the
envelope in the social world.
Last quarter, sports, retail, and automotive were the
leading industries in our study. Who led the industry in
Q4? Let’s dive into the data
The Digital Future: a game plan for consumer packaged-goodsAidelisa Gutierrez
The CPG industry is fast approaching a tipping point;
companies need to plan for a “1-5-10” market in the U.S.
over the next five years. The experience of other sectors
demonstrates that early movers often establish tough-totrump
positions and advantages.
Nielsen Global New Product Innovation Report- June 2015Aidelisa Gutierrez
Innovation matters. It can drive profitability and growth, helping
companies succeed even during tough economic times. Nielsen’s
Breakthrough Innovation research found that the top innovations
launched in the U.S. generate more than $50 million revenue their first
year; in fact, the 2015 winners generated, on average, more than twice
this amount, $119 million. In Europe, the top innovations produce
upwards of £/€10 million in their launch year. Innovation also helps
companies stay relevant to shoppers, and it can build long-term loyalty
SCREEN WARS: THE BATTLE FOR EYE SPACE IN A TV-EVERYWHERE WORLDAidelisa Gutierrez
While media fragmentation is happening across all formats, the “Screen Wars” report focuses on video programming, which we define as any type of content, such as TV, cable shows, professional video or user-generated content, that is watched on your TV, PC, mobile phone, tablet or e-reader device. The Nielsen Global Digital Landscape Survey polled 30,000 online respondents in 60 countries to understand how the changing digital landscape is affecting how, where and why we watch video programming. We also examine consumption preferences for video programming, including the devices most commonly used for selected genres and the devices used to view video at home and on the go.
http://www.nielsen.com/us/en/insights/reports/2015/screen-wars-the-battle-for-eye-space-in-a-tv-everywhere-world.html
In all six cultures Catalyst studied, altruistic leader
behaviors such as empowerment and humility were
an important part of the repertoire among inclusive
leaders. Further, Catalyst found that the practice of
altruistic leadership is an effective way of helping
women and men feel included. Our results suggest
that global organizations seeking to create more
inclusive work cultures should consider how
to develop and reinforce altruistic leadership
behaviors among their talent—especially among
emerging leaders.
Millennials overwhelmingly believe that business needs a reset in terms of paying as much attention to people and purpose as it does products and profit. Seventy-five
percent of Millennials believe businesses are too
fixated on their own agendas and not focused
enough on helping to improve society.
The economist intelligence unit: Voice of the customer, whose job is it, anywayAidelisa Gutierrez
In what areas should marketing focus investments in order to contribute most to your business in 3 years?
#1 Customer Analytic
#2 Customer Relationship Management
#3 Social Media
Adjusting primitives for graph : SHORT REPORT / NOTESSubhajit Sahu
Graph algorithms, like PageRank Compressed Sparse Row (CSR) is an adjacency-list based graph representation that is
Multiply with different modes (map)
1. Performance of sequential execution based vs OpenMP based vector multiply.
2. Comparing various launch configs for CUDA based vector multiply.
Sum with different storage types (reduce)
1. Performance of vector element sum using float vs bfloat16 as the storage type.
Sum with different modes (reduce)
1. Performance of sequential execution based vs OpenMP based vector element sum.
2. Performance of memcpy vs in-place based CUDA based vector element sum.
3. Comparing various launch configs for CUDA based vector element sum (memcpy).
4. Comparing various launch configs for CUDA based vector element sum (in-place).
Sum with in-place strategies of CUDA mode (reduce)
1. Comparing various launch configs for CUDA based vector element sum (in-place).
Techniques to optimize the pagerank algorithm usually fall in two categories. One is to try reducing the work per iteration, and the other is to try reducing the number of iterations. These goals are often at odds with one another. Skipping computation on vertices which have already converged has the potential to save iteration time. Skipping in-identical vertices, with the same in-links, helps reduce duplicate computations and thus could help reduce iteration time. Road networks often have chains which can be short-circuited before pagerank computation to improve performance. Final ranks of chain nodes can be easily calculated. This could reduce both the iteration time, and the number of iterations. If a graph has no dangling nodes, pagerank of each strongly connected component can be computed in topological order. This could help reduce the iteration time, no. of iterations, and also enable multi-iteration concurrency in pagerank computation. The combination of all of the above methods is the STICD algorithm. [sticd] For dynamic graphs, unchanged components whose ranks are unaffected can be skipped altogether.
Chatty Kathy - UNC Bootcamp Final Project Presentation - Final Version - 5.23...John Andrews
SlideShare Description for "Chatty Kathy - UNC Bootcamp Final Project Presentation"
Title: Chatty Kathy: Enhancing Physical Activity Among Older Adults
Description:
Discover how Chatty Kathy, an innovative project developed at the UNC Bootcamp, aims to tackle the challenge of low physical activity among older adults. Our AI-driven solution uses peer interaction to boost and sustain exercise levels, significantly improving health outcomes. This presentation covers our problem statement, the rationale behind Chatty Kathy, synthetic data and persona creation, model performance metrics, a visual demonstration of the project, and potential future developments. Join us for an insightful Q&A session to explore the potential of this groundbreaking project.
Project Team: Jay Requarth, Jana Avery, John Andrews, Dr. Dick Davis II, Nee Buntoum, Nam Yeongjin & Mat Nicholas
Opendatabay - Open Data Marketplace.pptxOpendatabay
Opendatabay.com unlocks the power of data for everyone. Open Data Marketplace fosters a collaborative hub for data enthusiasts to explore, share, and contribute to a vast collection of datasets.
First ever open hub for data enthusiasts to collaborate and innovate. A platform to explore, share, and contribute to a vast collection of datasets. Through robust quality control and innovative technologies like blockchain verification, opendatabay ensures the authenticity and reliability of datasets, empowering users to make data-driven decisions with confidence. Leverage cutting-edge AI technologies to enhance the data exploration, analysis, and discovery experience.
From intelligent search and recommendations to automated data productisation and quotation, Opendatabay AI-driven features streamline the data workflow. Finding the data you need shouldn't be a complex. Opendatabay simplifies the data acquisition process with an intuitive interface and robust search tools. Effortlessly explore, discover, and access the data you need, allowing you to focus on extracting valuable insights. Opendatabay breaks new ground with a dedicated, AI-generated, synthetic datasets.
Leverage these privacy-preserving datasets for training and testing AI models without compromising sensitive information. Opendatabay prioritizes transparency by providing detailed metadata, provenance information, and usage guidelines for each dataset, ensuring users have a comprehensive understanding of the data they're working with. By leveraging a powerful combination of distributed ledger technology and rigorous third-party audits Opendatabay ensures the authenticity and reliability of every dataset. Security is at the core of Opendatabay. Marketplace implements stringent security measures, including encryption, access controls, and regular vulnerability assessments, to safeguard your data and protect your privacy.
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Empowering the Data Analytics Ecosystem: A Laser Focus on Value
The data analytics ecosystem thrives when every component functions at its peak, unlocking the true potential of data. Here's a laser focus on key areas for an empowered ecosystem:
1. Democratize Access, Not Data:
Granular Access Controls: Provide users with self-service tools tailored to their specific needs, preventing data overload and misuse.
Data Catalogs: Implement robust data catalogs for easy discovery and understanding of available data sources.
2. Foster Collaboration with Clear Roles:
Data Mesh Architecture: Break down data silos by creating a distributed data ownership model with clear ownership and responsibilities.
Collaborative Workspaces: Utilize interactive platforms where data scientists, analysts, and domain experts can work seamlessly together.
3. Leverage Advanced Analytics Strategically:
AI-powered Automation: Automate repetitive tasks like data cleaning and feature engineering, freeing up data talent for higher-level analysis.
Right-Tool Selection: Strategically choose the most effective advanced analytics techniques (e.g., AI, ML) based on specific business problems.
4. Prioritize Data Quality with Automation:
Automated Data Validation: Implement automated data quality checks to identify and rectify errors at the source, minimizing downstream issues.
Data Lineage Tracking: Track the flow of data throughout the ecosystem, ensuring transparency and facilitating root cause analysis for errors.
5. Cultivate a Data-Driven Mindset:
Metrics-Driven Performance Management: Align KPIs and performance metrics with data-driven insights to ensure actionable decision making.
Data Storytelling Workshops: Equip stakeholders with the skills to translate complex data findings into compelling narratives that drive action.
Benefits of a Precise Ecosystem:
Sharpened Focus: Precise access and clear roles ensure everyone works with the most relevant data, maximizing efficiency.
Actionable Insights: Strategic analytics and automated quality checks lead to more reliable and actionable data insights.
Continuous Improvement: Data-driven performance management fosters a culture of learning and continuous improvement.
Sustainable Growth: Empowered by data, organizations can make informed decisions to drive sustainable growth and innovation.
By focusing on these precise actions, organizations can create an empowered data analytics ecosystem that delivers real value by driving data-driven decisions and maximizing the return on their data investment.
2. 1 5 WAYS TO SHARPEN YOUR AUDIENCE TARGETING
THE RIGHT MESSAGE TO THE
RIGHT PERSON AT THE RIGHT TIME.
In the age of digital marketing, it can mean many, many things. Here are five best
practices to help you demystify audience targeting and find ways to improve.
Together, they can bring laser focus to your campaigns, lift media ROI, cement
consumer relationships and, yes, drive sales.
3. Behold the king of the jungle.
What happens when you consolidate your CRM data
and connect it across your marketing channels? Your
campaigns start to roar, that’s what.
Your customer data is king of the audience-targeting
jungle. Connected in the right ways, all that website,
call center, purchase history, and loyalty data you’ve
collected for years lets you target the right consumers
with more personalized messaging. Use it to drive
conversions through social, mobile, display, email,
and other channels.
The impact is enormous. Leveraging CRM data to
target new audiences showed a 39x improvement
in conversion, according to the Neustar Media
Intelligence Report (January 2015).
Re-engage lapsed customers.
Say you’re a bank that wants to re-engage customers
who haven’t used their credit cards in the past 90 days.
Onboard your CRM data with flags identifying lapsed
and current card users. Then run a display ad and
mobile campaign targeting lapsed users only, offering
a $20 statement credit for purchases over $100.
Find new high-value customers.
Or say you’re a department store that wants to drive
incremental revenue by finding luxury shoppers who
aren’t buying from you. Identify segments that spend
over $500 and match them with authoritative household
and consumer databases (like Neustar’s). Reach these
prospects through their favorite media or shopping sites,
using platform partners you trust, and run a display and
social campaign offering 20% off when people spend
$150 or more.
Remarket to website visitors.
This time, you’re a travel site looking to drive Fourth of
July bookings. Using onboarded CRM data, match hotel
booking history and site membership with household
and consumer data. Create custom segments and target
each with tailored email and social messaging, showing
images of hotels in customers’ historical range.
UNLEASH YOUR
CRM DATA.1:
2 5 WAYS TO SHARPEN YOUR AUDIENCE TARGETING
TIP: INSIST ON AUTHORITATIVE DATA.
In assessing onboarding tools, be sure to ask if they’re based on
authoritative identity. Even highly popular onboarding tools often
lack this feature, even though it’s the best way to get the highest
match rates.
4. LEAPFROG THE
COMPETITION ON MOBILE.2:
It’s an under-valued channel.
In today’s multi-device world, all channels are important.
After all, on average, U.S. households have 5.7 devices
(source: e-Marketer). But one channel is fully ripe for
greater ROI. We speak of mobile, the channel tapped
for certain superstardom, though many marketers are
hedging their bets.
Experts predict that mobile spending will top $44 billion
in 2017. Already, mobile accounts for 35% of consumer
media time. But because of advertiser concerns around
targeting accuracy and technological constraints that
limit effective measurement, mobile now only gets
9% of ad dollars.
With more accurate data,
you can hit your mobile target.
That’s all starting to change. Neustar, for example,
works with an ecosystem of partners to target high-
performing audiences across all channels. This helps
you find customers wherever they are, and in particular,
activate mobile audiences. Because we are agnostic
– we don’t buy or sell media – you can trust that the
metrics are unbiased.
In fact, we’ll even help you activate your mobile targeting.
It all adds up to more bang for your buck – and more
precise mobile campaigns.
This company doubled user engagement.
Here’s a real-life example. A satellite service provider
worked with a Neustar partner to target competitors’
customers on mobile. Blending mobile audience data
with Neustar offline data, the company was able to
personalize messages and target offers. As a result,
the click-through rate doubled. Accurate data made it
possible. Said our partner, “It worked beautifully.”
Imagine what you could do with reliable mobile targeting.
At a minimum, your omni-channel marketing would be
omni in more than name.
3 5 WAYS TO SHARPEN YOUR AUDIENCE TARGETING
5. BE PERSONAL.
(THEY’RE CUSTOMERS,
NOT MANNEQUINS.)
3:
Flesh out your customer profiles.
Okay, you’ve onboarded your CRM data to a powerful
marketing platform. Better yet, let’s say you’ve chosen
Neustar PlatformOne. Now you can overlay that data
with numerous datasets – vast, specific, and scalable
household-level information.
This lets you go beyond demographics to pinpoint groups
of households with similar characteristics, interests,
or attributes. Offline data is the key, including category,
brand, and media preferences.
Look-alike targeting at-scale.
Imagine you’re a Lexus dealer. Your CRM data tells
you a lot about people who buy your cars. But the plot
really thickens when you draw on Neustar’s database
of 220 million U.S. adults and 120 million households.
What segments look like your very best customers?
What makes and models of cars do they buy?
And what about other luxury spending like
travel or electronics? These details can shape
your creative imagery and suggest co-branding
opportunities. Add to this the media your look-
alike prospects consume and you can customize
campaigns served exactly in the right places.
Your prospects will now see ads for things they
actually want – and creative that draws
them in emotionally, popping up in
their favorite places. In a world
of clutter, this “me-ness” is
exactly what cuts through
the noise.
4 5 WAYS TO SHARPEN YOUR AUDIENCE TARGETING
6. MEASURE
RELENTLESSLY.4:
Constantly assess which targets you’re hitting (or not).
Once you’ve onboarded your CRM data, connected it
across channels and launched more personal, relevant
campaigns, you need to know if they’re working – the
sooner the better, of course, so you can tweak spending
in mid-flight. The key is choosing a solution that gives
you a single view of your media and audience data.
By breaking down data silos, you’ll be able to answer
crucial questions. How many shoppers can you reach if
you increase current spend levels? What’s the effective
reach of your spend across channels? Where’s the
overlap between your CRM and third-party data?
What do your best performing audiences look like
across various campaigns?
Know which digital activities drive offline sales.
A unified view helps bridge online and offline
performance, closing the loop in your media analysis.
Discover the attributes of retail shoppers exposed to
online impressions. Understand the contribution each
online channel makes to offline sales and pinpoint
digital channels that drive the most in-store revenue.
Identify audience profiles that boost brick-and-mortar
performance the best.
Assess the value of every touch point.
Again, one view of all your data lets you see the big
picture. You’ll see the ROI of media in different parts of
the marketing funnel. You’ll clarify the value of upper-
funnel media and know what drives value throughout
the demand chain. Wouldn’t you like to know how long
the effect of each channel lasts? Or which inventory
providers are persuading the most people to convert
via retargeting?
They say a good carpenter measures twice and
cuts once. A good marketer, though, slices data
and measures infinitely.
5 5 WAYS TO SHARPEN YOUR AUDIENCE TARGETING
7. BE TRANSPARENT
ABOUT PRIVACY.5:
Respect the people you target.
You can’t target audiences without collecting data.
By the same token, you can’t afford to alienate
customers by surprising them with your collection
practices, data usage, and security. So be up front.
Don’t bury your privacy policies. Build trust through
greater transparency.
Here’s how we do it at Neustar.
Neustar embraces the principle of privacy by design.
We design, build and deliver services that respect
consumer privacy. Our goal: to exceed the expectations
of consumer and media skeptics. Our Chief Privacy
Officer evangelizes and enforces the P-word.
This means, for example, that when we onboard CRM
data and connect it to offline, security is paramount
so identity is protected. As we help you create audience
segments, we make sure to protect personally
identifiable information (PII). You enjoy the advantages
of being deterministic without creeping out consumers.
6 5 WAYS TO SHARPEN YOUR AUDIENCE TARGETING
8. 1. Connect your CRM data. Don’t just collect it and keep it in silos.
2. Invest more in mobile. Mobile targeting and ROI are looking better than ever.
3. Personalize. It’s the big pay-off of all that data and analysis.
4. Measure, measure, measure. Know what works and double down.
5. Be up front about privacy. Consider the other side of targeting.
With these best practices, it’s easier to sharpen your targeting,
lift return, and feed the bottom line.
To learn more, visit us at www.neustar.biz.
LET’S REVIEW THE BIG 5.
7 5 WAYS TO SHARPEN YOUR AUDIENCE TARGETING