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Similar to Big Audience Decisions SIIA Conference 05 23 14
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Big Audience Decisions SIIA Conference 05 23 14
- 1. Informed Decisions through “Big Audience Data” Jim Cowart, Meister Media Brett Keirstead, Knowledge Marketing
- 2. Agenda • Intros • What is Big Audience Data – B.A.D. • How did we become a B.A.D. company? • Bad decisions or B.A.D. decisions?
- 3. Introductions • Jim Cowart, Meister Media • Brett Keirstead, Knowledge Marketing
- 5. What is Big Audience Data • Unified Audience Database • Demographic • Behavioral • Contextual
- 6. E-products Social Print Websites Mobile, Video & Other Platforms Events & Webinars Meister Media
- 7. 3 Pillars of Audience Data • Demographic • Behavioral • Contextual
- 8. What is Demographic Data? Basic Profile Information • Name, Title, Company, E-mail, Address • Qualification questions - Revenue, Business Type, Primary Crop • Gathered from subscription, registration, download requests • Important to establish consistency across enterprise • Commonly used for traditional list rental, audience development, and event marketing
- 10. What is Behavioral Data? Individual actions taken in relation to our products • Subscribe • Download • Read • Follow • Purchase • Open - Click • Register • Attend
- 11. Behavioral Data
- 12. What is Contextual Data? Captures user engagement in editorial content • Specific audience interests • Represented by “Topics” • Assigned to specific content categories • Distributed via various channels • Attributable to a recognized user
- 13. Contextual Data
- 14. Print Subscribers E-newsletter Subscribers Event & Webinar Registrations Email Opens & Clicks Content Taxonomy Website Views Tradeshow Badge Swipes Ecommerce Whitepaper Requests Big Audience Data Profile
- 16. Our B.A.D. Initiative • Previous state • Integrated platform • KM Advantage – Department Impact • Multi Phase Project
- 17. Previous State - Disparate Data
- 18. The Missing Link Unified Audience Data Platform
- 19. A Unified Asset
- 21. Executives eMedia, Marketing & Events KNOW • Performance • ROI • Compliance • Costs/Benefits • Risks DO • Targeted Campaigns • Timely Emails • Events & Trade shows • Web Experience Sales & Clients SELL & BUY • Print Ads • E-product Ads • Booth Space • Sponsorships • Your Audience • Marketing Services Editors CREATE • Content • Content Strategy • Gather Research Publishers DECIDE • Target Specific Audiences • Ad placement and performance • Understand Advertiser data INTERPRET • Audience Reach • Engagement • Market Research • Renewals • Audit Reports Audience Development Our KM Advantage
- 22. 4 Phase Project
- 24. Bad vs B.A.D. decisions • General Philsophy • Audience Development • Marketing targeting • Sales Proposals • Editorial • Event creation
- 25. Demographic Attributes Name Title Company 50,000 Names Behavioral Attributes E-mail clicks Lead score Website hits Events & Webinars attended 10,000 Names Contextual Attributes Topics clicked in e-mail, websites, and ads Content downloaded 2,000 Names General Paradigm Shift
- 26. Audience Engagement Issues: • Too much crap sent to people that don’t really want it • Quantity over quality mentality • ‘Lazy way’ of marketing • Guessing vs Knowing • Example: Grow smarter
- 27. Market Analysis - Problem
- 28. Old way
- 29. Demographic Attributes • Name, Title, Company 50,000 Names Behavioral Attributes • E-mail clicks, lead score, website hits • Webinars, events attended 10,000 Names Contextual Attributes • Topics clicked in e-mail, websites, Ads • Content downloaded 2,000 Names Use Data for Targeting
- 31. Marketing • Decision made in the past without data • Decision made with data • Screen shot from UAD • Result
- 32. Editorial • Decision made in the past without data • Decision made with data • Screen shot from UAD • Result
- 33. Applicability in Publishing Right Content Right Person Right Format Right Purpose Right Timing Right Result Certainty Uncertainty
- 35. Sales • The issues are:
- 37. Educate, Provoke
- 38. Demographic Attributes • Name, Title, Company Behavioral Attributes • E-mail clicks, lead score, website hits • Webinars, events attended Contextual Attributes • Topics clicked in e-mail, websites, Ads • Content downloaded Awareness/Impressions Nurture Cycle Conversions Provoke, Expand
- 39. Research, Inform She may already be in your audience and active
- 40. • Broad awareness • Multi-channel • Net audience Precise targeting of highly engaged individuals Research
- 41. Inform
- 42. 865 Senior Execs Engaged in desired content Topic across all channels Research
- 43. Educate
- 44. • 2,000 ‘old’ records in marketing database • No way to verify, append update • Unsure of accuracy, viability • No support from IT to help validate Serve
- 45. • 3,546 individuals engaged • 865 c-level executives • Identified geographic concentration • “Clinical Trial Results” articles Research, Inform
- 46. $15,000 Single Ad $72,000 Campaign Relevant Solution • On-going list and data management services • Exclusive webinar series • Targeted at ‘clickers’ and individuals reading content related to “Clinical Trials” • Executive roundtable • In geographic market on clinical trials • Custom lead nurturing program • Aimed at driving registrants and attendees • e-mail marketing, content, website placement
- 47. Events Issues: • So many choices; too many voices • Can’t afford a big miss • Easy to succumb to ‘idea du jour’ • Example: destination selection #
- 48. Old way
- 49. Broad awareness Multi channel Net audience Start with a data foundation Precise targeting of highly engaged individuals
- 50. Assess Behavior and Context
- 52. A data driven result
- 53. Summary • BAD is Good!
- 54. Thank you
Editor's Notes
- Meister Media is a Leading Multimedia Company with a diverse set of Markets, brands, publications and media platforms And when we look at your various properties there are a number of unique data sources and audiences streaming from your enewsletters, print, digital, whitepapers, websites, social media, mobile, videos, events and webinars And you need a logical process of taking inventory and aggregating and consolidating the information across all of these different audiences You need to take consensus across theses platforms to optimize your audiences
- Contextual data captures user engagement in editorial content and is predominantly represented by “Topics.” Topic Codes are assigned to specific content categories and distributed via a publisher’s various channels. Contextual Data represents the subjects, the stories, the editorial topics the person has engaged in
- You’ve got the demographic data collected across your products - name, title, Company, address, email, phone etc So all of your demographic data needs to be integrated where logical
- Contextual data captures user engagement in editorial content and is predominantly represented by “Topics.” Topic Codes are assigned to specific content categories and distributed via a publisher’s various channels. Contextual Data represents the subjects, the stories, the editorial topics the person has engaged in
- Contextual data captures user engagement in editorial content and is predominantly represented by “Topics.” Topic Codes are assigned to specific content categories and distributed via a publisher’s various channels. Contextual Data represents the subjects, the stories, the editorial topics the person has engaged in
- Sessions, booths
- That’s a quick look at how we could organize Vance at a business level When we get to individual audience member The consensus profile has various components that we group as Demographic, Behavioral and Contextual And you can see some examples in these bubbles such as Email Opens and Clicks, Website Views, Content Taxonomy, Tradeshow Badge Swipes
- The challenge today is that your audience data is not integrated
- While Print is a Foundation It lacks the richness of behavioral and contextual information that comes from all of these other areas
- To reiterate – this system is designed for media companies and is structured with 4 key components: Unified Database, Email Marketing and Delivery, Circulation Fulfillment, Forms and Landing Pages, Analytics and Reporting for each component And Account Management, Digital Support and Customer Service provided across all areas This is the engine that drives your bus Have to run your business this way in a fragmented manner
- And you can imagine that there are endless ways to Use the data across ST Media, From Execs to Editors to Marketing to Aud Dev to Sales to IT. So when you become a partner of KM, we’ll spend time with you to learn how to best support you in accessing, managing and using your data. Executives who need to Know Editors who need to Create Marketing who is constantly Doing Audience Development who needs to interpret Sales who need to sell the value of your Audience to Clients Clients who need to generate more leads Publishers who are always making key decisions on ad placement, targeting specific audiences and understanding advertiser data
- KM is committed to helping to make this partnership a success Today we’re going to walk you through the different Phases or Stages of how we envision our relationship developing and progressing From implementation to your products launching to optimizing and maximizing your investment in a fully loaded Unified Audience Database Program. Overarching – Audience Intel Key Milestones and Deliverables Phase 2 – Live and Go To Market Sales is out there Marketing using Everyone participating Phase 3 Have feedback from clients and iternally Starting to see successes Have experience in market Full org involvement this is a longer period of time Phase 4 New product launches – eprods, events, etc. Marketing Services Re-eval of org product use cases and explansion
- And of course – the ability for your to provide greater value to your Advertisers means you can Sell More value With layering degrees of Price Models and Lead Generation Programs Narrow it down to list with high degree of relevance
- Advanstar is solving this problem through the creation of CAST – Custom Audience Segmentation tool – CAST is a Uniquely branded Program built around Turning data into marketing power and built to Monetize their Audience KM helped Advanstar in formalizing this unique brand identity
- Funnel Approach This talks about how much more valuable of an asset you have when you incorporate all of the details within an audience profile as opposed to just giving basic demographic data you have
- So here we can see all the people that have seen content from this particular advertiser
- Another idea is that we might review all our opens and clicks and find who among audience clicked on any content related to a specific company (ie an example using Sanofi)
- So here is an example – lets say we have 85000 executives in our database; in the old days we might do a spam campaign and blast a generic message to all of them with a low CPM that creates list fatigue; but here instead we may carve a specific subset that we know has expressed interest in a specific content topic (865 people)
- We might also add a geographic qualifier if we know our content has some specific relevance in a geographic market
- And then we would create a custom proposal targeting that advertiser (ie an event) 2 Events informational webinar, targeted at ‘clickers’ and all individuals reading content from related articles to “Clinical Trials”, list supplement from client Executive roundtable in geographic market on Clinical trials Custom marketing program aimed at driving registrants
- And then we would create a custom proposal targeting that advertiser (ie an event) 2 Events informational webinar, targeted at ‘clickers’ and all individuals reading content from related articles to “Clinical Trials”, list supplement from client Executive roundtable in geographic market on Clinical trials Custom marketing program aimed at driving registrants
- And then we would create a custom proposal targeting that advertiser (ie an event) 2 Events informational webinar, targeted at ‘clickers’ and all individuals reading content from related articles to “Clinical Trials”, list supplement from client Executive roundtable in geographic market on Clinical trials Custom marketing program aimed at driving registrants
- So here we can see all the people that have seen content from this particular advertiser
- Another idea is that we might review all our opens and clicks and find who among audience clicked on any content related to a specific company (ie an example using Sanofi)
- We might also add a geographic qualifier if we know our content has some specific relevance in a geographic market
- And then we would create a custom proposal targeting that advertiser (ie an event) 2 Events informational webinar, targeted at ‘clickers’ and all individuals reading content from related articles to “Clinical Trials”, list supplement from client Executive roundtable in geographic market on Clinical trials Custom marketing program aimed at driving registrants