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Addressable Audience Planning and Optimization
This document discusses optimizing the customer experience through addressable audience planning. It emphasizes taking a customer-first approach by segmenting audiences based on key currencies like lifecycle stage and customer value. This enables creating targeted experience blueprints and media plans tailored for each audience segment. The optimization process involves connecting these audience insights to all customer touchpoints through contact governance, currency connectivity, and unified testing. The goal is a highly personalized customer journey across channels through centralized and automated optimization based on individual behavior and attributes.
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Addressable Audience Planning and Optimization
- 1. Module 2: Addressable AudiencePlanning and Optimization Peter Vandre VP, Digital Analytics Matt Naeger EVP, Digital Strategy
- 2. • Enterprise Segmentation •Behavioral triggers & sequencing • Lifecycle stages • Value score • Corporate • Brand • Product & service • Media • Creative & messaging • Offer • Channel • Customer strategy • Audience sizing • Experience blueprint • Media plan • Creative brief • Targeting & personalization plan • Budgeting & forecasting • Measurement plan • Online onsite • Online offsite • Call Center • POS • Offline (print, mail, TV, outdoor, radio) • Portfolio • Experience • Interaction • Touch Point STRATEGY PLANNING DEVELOPENT & LAUNCH AUDIENCE INSIGHT OPTIMIZATION
- 3. • Audience sizing •Experience blueprint • Media plan • Creative brief • Targeting & personalization plan • Budgeting & forecasting • Measurement plan STRATEGY PLANNING DEVELOPENT & LAUNCH AUDIENCE INSIGHT OPTIMIZATION
- 4. Four important currenciesprovide important marketing context for customer experience planning CONTEXT Enterprise segmentation What is driving the individuals decisions Lifecycle stages Strength of relationship with brand and funnel position Value score Potential financial value of individual to the brand Behavioral triggers & sequencing Important actions taken by an individual
- 5. A traditional planningprocess produces traditional results O U T P U T S Competitive Analysis Strategy Brief Audience Reach Analysis Media Plan, Creative Briefs Test and Learn/ Creative Rotation Reach Validation Reporting Performance Reporting (Mix Models) Strategy Development Audience Reach Analysis Plan Creation & Forecasting Plan Execution Targeting Validation P R O C E S S Traditional Media Planning Process Measurement
- 6. Strategy Development Audience Reach Analysis Plan Creation &Forecasting Plan Execution Targeting Validation Measurement P R O C E S S W H A T C H A N G E S I N P R O C E S S ? Currencies provide depth to planning Enterprise segmentation Lifecycle stages Value score Behavioral triggers & sequencing Customer first strategy instead of product first Segment mapping to platforms instead of just basic demo profiling Experience blueprints, communication architecture, addressable media plan, and segment driven creative briefs Audience targeting, experience & contact strategy Segment level readouts with tie to customer value
- 7. Customer driven StrategyBrief CONTENT CONTEXT CONNECTIVITY Good Life Aiden
- 8. Aiden Audience Mapping Connecting Audiencesto Audience Platforms Estimated Reach ~63 MM Aiden Profile Direct Target List (PII) Data Onboarding to Cookie Look-alike Modeling Research Panels (Comscore,Neilsen) National consumer database 70 MM Direct Mail Email Addressable TV ~40-50 MM Individuals ~40-50 MM Individuals ~30-35 MM Individuals ~50-55 MM Individuals ~7-10 MM Individuals ~2.5-6.5 MM Individuals Audience sizing and planning process Age: 25-35 Gender: Male How most agencies plan today
- 9. Aiden National consumer database 70 MM Audience Mapping Connecting Audiencesto Audience Platforms Estimated Reach ~63 MM Aiden‘s Segment “Good Life” Direct Target List (PII) Data Onboarding to Cookie Look-alike Modeling Research Panels (Comscore,Neilsen) Direct Mail Email Addressable TV ~40-50 MM Individuals ~40-50 MM Individuals ~30-35 MM Individuals ~50-55 MM Individuals ~7-10 MM Individuals ~2.5-6.5 MM Individuals Audience sizing and planning process: Segment Driven
- 10. Audience mapping processallows us to understand and serve an audience based on the 3 C’s Awareness Product Consideration Brand Consideration Quote Application Start New Account Loyalty (All Customers) 27MM 3.2 MM (12%) 1.8 MM (56%) 215K (12%) 105K (49%) 70K (67%) 6.5MM “Good Life” segment Actual Segment January 2014
- 11. The media planchanges to suit the audience and experience Media Partner Flight Placements CPM Monthly Spend Total Spend Total Impressions Publisher 1 Jan 1 - March 31 ROS 10.00$ 35,000.00$ 105,000.00$ 10,500,000 Publisher 2 Jan 1 - March 31 ROS 8.00$ 25,000.00$ 75,000.00$ 9,375,000 Publisher 3 Jan 1 - March 31 ROS 12.00$ 45,000.00$ 135,000.00$ 11,250,000 Ad Network 1 Jan 1 - March 31 RON 0.75$ 50,000.00$ 150,000.00$ 200,000,000 Ad Network 2 Jan 1 - March 31 RON 1.00$ 50,000.00$ 150,000.00$ 150,000,000 Ad Network 3 Jan 1 - March 31 RON 1.15$ 50,000.00$ 150,000.00$ 130,434,783 Ad Network 4 Jan 1 - March 31 RON 0.85$ 50,000.00$ 150,000.00$ 176,470,588 Ad Network 5 Jan 1 - March 31 RON 1.00$ 50,000.00$ 150,000.00$ 150,000,000 Ad Network 6 Jan 1 - March 31 RON 1.25$ 50,000.00$ 150,000.00$ 120,000,000 Ad Network 7 Jan 1 - March 31 RON 3.00$ 50,000.00$ 150,000.00$ 50,000,000 Ad Network 8 Jan 1 - March 31 RON 2.25$ 50,000.00$ 150,000.00$ 66,666,667 Ad Network 9 Jan 1 - March 31 RON 1.25$ 50,000.00$ 150,000.00$ 120,000,000 Ad Network 10 Jan 1 - March 31 RON 1.00$ 50,000.00$ 150,000.00$ 150,000,000 DSP Jan 1 - March 31 RON 0.75$ 50,000.00$ 150,000.00$ 200,000,000 Total 1,965,000.00$ 1,544,697,038 Typical Media Plan AWARENESS PRODUCT CONSIDERATION BRAND CONSIDERATION QUOTE APPLY Addressable Media Plan
- 12. • Addressable mediaplan is about outbound planning • Customer experience blueprint is about inbound experience planning • Experience maps tie directly to lifecycle stages. Often separate treatments planned for each of the key segments Customer Experience Blueprint Engages with a Search Ad, and Hits Frequency Cap Engages with a General Display Ad, and Engages with a Marriage Life Stage Ad Engages with a Display Ad, and Engages with a Marriage Life Stage Ad Engages with a Display Ad, and Engages with a Search Ad, and Engages with a Marriage Life Stage Ad Engages with a Display Ad, and Engages with a Search Ad, and Engages with an Email Ad, and Engages with a Marriage Life Stage Ad Visited New Job Life Stage Information Page Visited New Child Life Stage Information Page Visited Marriage Life Stage Information Visit Life Insurance Information Pages, but doesn’t convert or go to Quote pages Engages with Display Ad for the first time Directly/Organically Navigates to the site for the first time Requested a Quote, but didn’t convert Start Application Process Identified as Segment 2 Add to Product Type CM Remarketing Add to Brand Consideration CM Move to Request a Quote CM Remarketing Move to Application Process CM Remarketing Visit Generic brand.com pages but doesn’t convert or go to lower funnel pages Engages with a Display Ad, and Add to Top Funnel CM Remarketing Awareness Drive consumers to learn more Help consumer decide the right coverage Product Consideration Brand Consideration Drive consumers to request a quote Drive consumers to go through the application process Request a Quote Start Application Process Drive consumers to finish the application process Visit Get a Quote Pages, but doesn’t convert Engages with a Search Ad, and Engages with a Search Ad, and Engages with an Email Ad, and Engages with Search Ad for the first time
- 13. Customer Experience Blueprint Engageswith a Search Ad, and Hits Frequency Cap Engages with a General Display Ad, and Engages with a Marriage Life Stage Ad Engages with a Display Ad, and Engages with a Marriage Life Stage Ad Engages with a Display Ad, and Engages with a Search Ad, and Engages with a Marriage Life Stage Ad Engages with a Display Ad, and Engages with a Search Ad, and Engages with an Email Ad, and Engages with a Marriage Life Stage Ad Visited New Job Life Stage Information Page Visited New Child Life Stage Information Page Visited Marriage Life Stage Information Visit Life Insurance Information Pages, but doesn’t convert or go to Quote pages Engages with Display Ad for the first time Directly/Organically Navigates to the site for the first time Requested a Quote, but didn’t convert Start Application Process Identified as Segment 2 Add to Product Type CM Remarketing Add to Brand Consideration CM Move to Request a Quote CM Remarketing Move to Application Process CM Remarketing Visit Generic brand.com pages but doesn’t convert or go to lower funnel pages Engages with a Display Ad, and Add to Top Funnel CM Remarketing Awareness Drive consumers to learn more Help consumer decide the right coverage Product Consideration Brand Consideration Drive consumers to request a quote Drive consumers to go through the application process Request a Quote Start Application Process Drive consumers to finish the application process Visit Get a Quote Pages, but doesn’t convert Engages with a Search Ad, and Engages with a Search Ad, and Engages with an Email Ad, and Engages with Search Ad for the first time Requested a Quote, but didn’t convert Move to Request a Quote CM Remarketing Engages with a Display Ad, and
- 14. Addressable content planning thatacts on audience data & optimization results Device Appropriate BEST CTA Customer Value Motivational Insights AUDIENCE CONSIDERATIONS Behavioral Data TIMING/FREQ Segment/Behavior Data BEST MESSAGE Addressable Content Matrix BEST OFFER
- 15. Keys to crosschannel planning • Take advantage of the key currencies to drive continuity across channels and media by audience profile • Design plans to address each portion of the funnel and broaden our reach and available audiences • Make sure plan complexities are scaled to match actual creative production and management abilities • Plans must include the creative available to serve each point in the Customer Experience Blueprint STRATEGY PLANNING DEVELOPENT & LAUNCH AUDIENCE INSIGHT OPTIMIZATION
- 16. Keys to successfuldevelopment and launch • Identify a leader that oversees entire launch process to ensure execution matches up to plan • Streamline production process to manage increased program complexity • Build measurement plan with KPIs that align to audience strategy STRATEGY PLANNING DEVELOPENT & LAUNCH AUDIENCE INSIGHT OPTIMIZATION
- 17. Traditional ApproachOptimization Product, Media,Campaign, Placement, Offer, Creative Response, Leads, Accounts One Version A/B Testing Campaign Specific Business Rules Overall Optimization Metric Key Performance Measurement Dimensions Optimization Drivers Creative/Treatment Optimization Targeting Measurement Approach Optimizing during plan execution: What’s different? What is added Enterprise Segment Lifecycle Migration Customer Value Many Versions Personalization/Multivariate testing Real-time Decision Engines Cross Channel Governance Rules Lifecycle Based Metrics
- 18. Super Duper Optimizer Individual Behavior Online& offline sales Competitive Information Customer value & risk Segments & models Highly targeted and personalized customer journey Centralized & Automated WHO to target WHERE to target WHAT message WHICH creative treatment HOW much to spend Life would be easier if optimization just looked like this
- 19. You may notbe able to have a super duper optimizer, but you can have a conductor
- 20. What is a“Conductor”? The conductor is NOT a person or a technology product. It is three processes coming together to enable cross channel optimization in a decentralized optimization environment. 1 Contact Governance 2 Connectivity of Currencies to Customer Touch Points 3 Unified Testing System What is a ‘Conductor’?
- 21. Contact Governance: The conductorcommunicates blueprint rules to media/channel optimization engines • Optimal touches • Frequency capping • Suppressions • Maximum bid amounts • Triggered content Optimization Real-time Interactions Conductor DSP Bidding Algorithm Search Algorithm Personalization Engine Campaign Planning / Batch Models Online video Display Site Call center Email Search (RSLA) DM Media / Channel Non real-time interactions Governance Rules 1
- 22. Mobile Email Call CenterDSP Search Site DMVideo AudiencePlatforms Segment “Good Life” Pred. Value “$10.5K” Marketing Applications Mkt Technology Stack IdentityManagement CampaignManagement DecisionManagement Marketing Database DMP Analytics Destination: Site Personalization Engine Behavior “Searched How Much Insurance” 2 Connectivity of Currencies to Optimization Points: We have to prioritize the distribution of key currencies to each customer touch point across media and channels
- 23. 2 Connectivity of Currenciesto Optimization Points: Currencies are inputs into experience blueprint and personalization engine Enterprise segmentation Lifecycle stages Value score Behavioral triggers & sequencing Experience Blueprint (Rules & Triggers) Personalization Engine (Multivariate Optimization) Creative Offer Message Channel/Media Time Zone 1 Zone2 Zone 3 Zone4 Zone 5 Zone 6
- 24. 3 Unified Testing System: Thetraditional testing plan needs to expand Individual Level Engagement with Brand Personalization Treatment Model & segmentation update Contact rule refinementPersonalization engine & rules refinement Testing Plan Audience Targeting Contact Governance Offer, product, creative, message
- 25. 3 Unified Testing System: Thetraditional testing plan needs to expand Individual Level Engagement with Brand Personalization Treatment Model & segmentation update Contact rule refinementPersonalization engine & rules refinement Testing Plan Audience Targeting Contact Governance New testing components add complexity to the testing process Offer, product, creative, message
- 26. Aiden listens toPandora radio ad Aiden searches for insurance Retargeted display Visits InsureCo.com Email reminder Continues application Aiden listens to Pandora radio ad Aiden’s Customer Journey • Overall spend levels for video set based on segment level media mix modeling output • Pandora placement selected based on significant penetration of ‘Good Life Segment’ • Strategy brief for this segment guides the creative delivery and message PLANNING OPTIMIZATION • Frequency caps set based on lifecycle segment and value • Messaging adjusted based on customer segment and lifecycle stage • Testing informs best call to action and overall display frequency caps
- 27. Transition from RetargetedDisplay to website visit Aiden searches for insurance Email reminder Continues application Aiden listens to Pandora radio ad • Moves from Product Consideration to Brand Consideration (life stage shift) • Experience Blueprint identifies potential next creative sequence for segment • Segment information pulled across multiple touch points and value is associated PLANNING OPTIMIZATION Aiden’s Customer Journey Retargeted display Visits InsureCo.com • Display Targeting – customer value and behavior input into bidding algorithm • Site is personalized based on prior display media exposure creative and content matching to search for ‘What age to get life insurance’
- 28. Summary • We needto pull the contextual currencies through the planning process • Remember inbound experience planning—customer experience blueprint • Match plan complexity with creative production constraints and management realities • Remember the conductor for effective cross channel optimization – Contact Governance – Currency Connectivity to Touch Points – Unified Testing
- 29. Thank You! To watchthe full webinar presentation, please head here: http://bit.ly/1735OAg
Editor's Notes
- #5 Four critical pieces of insight must be understood to plan the addressable experience.
- #19 This breaks down for several reasons: Targeting ability changes based on media, audience platform, and audience identification (anonymous vs. known) No single engine can target across channels Different groups within the organization are often responsible for different product lines and channels (often with different optimization teams) Reality is need to work with multiple optimization engines DSPs, recommendation engines, personalization engines, audience propensity models, etc. How then to create a unified customer experience?
- #20 Conductor can’t step in and play all the instruments Conductor provides direction across the instruments to make sure music is in harmony Director is looking at the flow of the overall piece, not just a single stanza
- #21 Conductor can’t step in and play all the instruments Conductor provides direction across the instruments to make sure music is in harmony Director is looking at the flow of the overall piece, not just a single stanza
- #22 Conductor can’t step in and play all the instruments Conductor provides direction across the instruments to make sure music is in harmony Director is looking at the flow of the overall piece, not just a single stanza