1. Data sciences uses data from digital advertising to better understand audiences and optimize campaigns through analysis and modeling of user, content, and advertising data.
2. Sophisticated audience modeling is needed because most users have little available data, so models are created to attribute data to these audiences to expand pool sizes.
3. Collective develops proprietary audience segments using a methodology that provides scale while prioritizing accuracy over precision to present a realistic portrait of consumers.
Before The Moment of Intent: Utilizing Content to Shape The Buyer's Journeyjohn harris
Marketers often focus on the moment of intent—that time period when the consumer is ready to move forward and take action. Maybe it’s a phone call, maybe it’s an in-store visit or maybe just a specific search query. But the consumer’s journey does not start at the moment of intent. It begins many steps back with needs, desires and interest. To reach these consumers at their pre-intent phases, brands need to develop a content marketing strategy that accounts for the consumer’s mindset while in the interest and discovery phases, where content focus is less confined.
The Data Connection: Marketing to the Empowered ConsumerVivastream
This document discusses how marketers can use customer data and analytics to better target and market to consumers. It emphasizes connecting customer insights across both digital and traditional data to optimize marketing efforts. Some key points discussed include using digital data to refine customer understanding, investing marketing proportional to existing customer value, and connecting customer insights with partner data for more contextual targeting. The document provides several examples of how data and analytics can inform marketing strategies and campaigns, such as identifying lookalike audiences, assessing marketing impact, and optimizing pricing and promotions. It also discusses how data management platforms and analytical models can power integrated online and offline marketing programs by leveraging behavioral, transactional, and modeled consumer insights.
The document discusses the power of relevance in online marketing. It argues that relevance means delivering the right message to the right person at the right time. This can be achieved through personalized advertising targeting users based on their demographics, behaviors, interests and other attributes. Yahoo provides various targeting tools that use large amounts of user data to serve highly relevant ads and content. The presentation concludes that relevance increases user engagement and is key to successful online advertising and content strategies.
This document discusses achieving real-time relevance in digital marketing. It outlines 4 steps: 1) Measure behavior across all digital channels. 2) Analyze collected data to understand customer behavior. 3) Segment customers based on shared behaviors. 4) Drive relevance through testing and targeting different content and offers to customer segments. Real-time relevance requires continuously measuring customer interactions, analyzing the data to understand behavior, segmenting customers, and optimizing marketing efforts through testing and targeting.
Bipartite Recommender Algorithm for RBTS - IESL 2016 Final ReviewedAsoka Korale
This document proposes a novel recommender algorithm that uses association rules to discover characteristics intrinsic to content for making recommendations. It operates without using metadata to characterize content, but instead employs the idea that certain items can represent a larger set. Association rule discovery is used to show that ring back tone songs that group together exhibit similarities at a fundamental level. This allows the songs to be broadly categorized using selected songs as representative categories. The algorithm provides a more accurate match between customers and content preferences by analyzing song content at an intrinsic level and recommending songs based on inherent properties, without relying solely on metadata.
Marshall Sponder - Social Media Monitoring Analytics - Measure13Our Social Times
Social media data provides both opportunities and challenges for businesses. While businesses have access to large amounts of structured and unstructured data, making sense of it and integrating different data sources is difficult. Current social media monitoring platforms do not natively interface with each other or a business's other systems. This makes it challenging for businesses to access, analyze, and take action on all of their available social data in a cost effective way. Future social networks and tools may better enable users and businesses to easily understand and utilize large amounts of social information.
Connected Marketing Automation is a framework to maximize marketing return on investment and transform a company into a revenue engine. It involves creating digital profiles of customers by tracking their online behavior, building relevant marketing campaigns tailored to each customer's needs and profile, and nurturing and qualifying leads through the sales funnel. Implementing Connected Marketing Automation can increase lead conversion rates, improve alignment between marketing and sales, allow for more personalized campaigns, and transform a company into a true revenue engine.
The internet is woven into every aspect of insurance agency marketing: websites, email, social media marketing, SEO, local search...and more. But how to choose the programs for your insurance agency?
That depends on just a few factors, all of which are easily quantified, such as your sales objectives and their time horizons, your budget, and your internal capacity. Once you know these, it is a simple matter of reviewing the unique characteristics of different internet marketing options.
It is worth keeping mind that requirements for unique, informative, and engaging content are required across most internet marketing channels and campaigns.
Before The Moment of Intent: Utilizing Content to Shape The Buyer's Journeyjohn harris
Marketers often focus on the moment of intent—that time period when the consumer is ready to move forward and take action. Maybe it’s a phone call, maybe it’s an in-store visit or maybe just a specific search query. But the consumer’s journey does not start at the moment of intent. It begins many steps back with needs, desires and interest. To reach these consumers at their pre-intent phases, brands need to develop a content marketing strategy that accounts for the consumer’s mindset while in the interest and discovery phases, where content focus is less confined.
The Data Connection: Marketing to the Empowered ConsumerVivastream
This document discusses how marketers can use customer data and analytics to better target and market to consumers. It emphasizes connecting customer insights across both digital and traditional data to optimize marketing efforts. Some key points discussed include using digital data to refine customer understanding, investing marketing proportional to existing customer value, and connecting customer insights with partner data for more contextual targeting. The document provides several examples of how data and analytics can inform marketing strategies and campaigns, such as identifying lookalike audiences, assessing marketing impact, and optimizing pricing and promotions. It also discusses how data management platforms and analytical models can power integrated online and offline marketing programs by leveraging behavioral, transactional, and modeled consumer insights.
The document discusses the power of relevance in online marketing. It argues that relevance means delivering the right message to the right person at the right time. This can be achieved through personalized advertising targeting users based on their demographics, behaviors, interests and other attributes. Yahoo provides various targeting tools that use large amounts of user data to serve highly relevant ads and content. The presentation concludes that relevance increases user engagement and is key to successful online advertising and content strategies.
This document discusses achieving real-time relevance in digital marketing. It outlines 4 steps: 1) Measure behavior across all digital channels. 2) Analyze collected data to understand customer behavior. 3) Segment customers based on shared behaviors. 4) Drive relevance through testing and targeting different content and offers to customer segments. Real-time relevance requires continuously measuring customer interactions, analyzing the data to understand behavior, segmenting customers, and optimizing marketing efforts through testing and targeting.
Bipartite Recommender Algorithm for RBTS - IESL 2016 Final ReviewedAsoka Korale
This document proposes a novel recommender algorithm that uses association rules to discover characteristics intrinsic to content for making recommendations. It operates without using metadata to characterize content, but instead employs the idea that certain items can represent a larger set. Association rule discovery is used to show that ring back tone songs that group together exhibit similarities at a fundamental level. This allows the songs to be broadly categorized using selected songs as representative categories. The algorithm provides a more accurate match between customers and content preferences by analyzing song content at an intrinsic level and recommending songs based on inherent properties, without relying solely on metadata.
Marshall Sponder - Social Media Monitoring Analytics - Measure13Our Social Times
Social media data provides both opportunities and challenges for businesses. While businesses have access to large amounts of structured and unstructured data, making sense of it and integrating different data sources is difficult. Current social media monitoring platforms do not natively interface with each other or a business's other systems. This makes it challenging for businesses to access, analyze, and take action on all of their available social data in a cost effective way. Future social networks and tools may better enable users and businesses to easily understand and utilize large amounts of social information.
Connected Marketing Automation is a framework to maximize marketing return on investment and transform a company into a revenue engine. It involves creating digital profiles of customers by tracking their online behavior, building relevant marketing campaigns tailored to each customer's needs and profile, and nurturing and qualifying leads through the sales funnel. Implementing Connected Marketing Automation can increase lead conversion rates, improve alignment between marketing and sales, allow for more personalized campaigns, and transform a company into a true revenue engine.
The internet is woven into every aspect of insurance agency marketing: websites, email, social media marketing, SEO, local search...and more. But how to choose the programs for your insurance agency?
That depends on just a few factors, all of which are easily quantified, such as your sales objectives and their time horizons, your budget, and your internal capacity. Once you know these, it is a simple matter of reviewing the unique characteristics of different internet marketing options.
It is worth keeping mind that requirements for unique, informative, and engaging content are required across most internet marketing channels and campaigns.
Presented by Bob Barker, VP of Corporate Marketing and Digital Engagement, Alterian
Alterian’s 7th Annual Survey Results Webinar discovered just how ready marketers are to really engage their customers.
The marketing industry is undergoing a dramatic transformation. Set against a backdrop of tight budgets, increased demand for accountability, the explosion in social media and informed, active and connected consumers, marketing is moving from mass communication towards multichannel customer engagement. While consumers are driving this change, marketers also are expecting their service providers to keep up and streamline and connect the services they offer.
Bob Barker presented the survey findings including exclusive insight into the methods and investments that marketers are currently exploring and implementing.
It was 20 years ago when a now-defunct Silicon Valley law firm placed the first clickable banner ad on Global Network Navigator (an early publisher sold to AOL in 1995). In these last 20 years, we've seen big changes in ad technology, fueled by a combination of visionary marketers and advancing technical capabilities.
Emerging Standards in Social Media -Katie Delahaye Paine - Measure13Our Social Times
The document discusses emerging standards for measuring social media. It proposes that a transparency table be used to outline methodology for reports. Key metrics like reach, impressions, engagement and influence are defined. Standards aim to increase consistency and comparability across the industry through a voluntary and collaborative process. The goals are to establish common definitions and provide transparency about analytical methods.
Part II: Getting Personal with Your Customers — Beyond Segmentation Neolane, Inc.
This document discusses moving from segmentation-based marketing to automated one-to-one personalization. It explains that one-to-one personalization technology allows marketers to create a single message template with embedded personalization rules, so that each customer receives a customized message. This approach offers benefits over segmentation like improved relevancy and engagement across channels. The document also outlines key considerations for selecting a one-to-one personalization solution and functionality it should provide.
Data & Marketing Analytics Theatre; Putting customers at the heart of your an...TFM&A
This document discusses how marketing is moving towards customer engagement management and putting customers at the heart of analytics strategies. It outlines how successful companies are understanding customers through analytics, orchestrating cross-channel communications, engaging customers with relevant offers, and treating each customer as a unique individual. The document provides examples of companies like Britannia, Eurostar, Cisco, Best Western, and PepsiCo that have implemented successful customer analytics strategies, and discusses metrics for measuring the success of such strategies. It also outlines potential pitfalls if a company gets its customer analytics strategy wrong.
Data & Marketing Analytics Theatre: Putting Customers at the Heart of Your An...TFM&A
The document discusses how successful marketers are putting customers at the heart of their analytics strategies. It argues that marketers need to understand customers through analytics, orchestrate cross-channel communications, engage customers with relevant offers, and treat each customer as a unique individual. It provides examples of companies like Britannia, Eurostar, Cisco, Best Western, and PepsiCo that have achieved success by developing a unified customer view, leveraging customer intelligence, and measuring business impact. The document emphasizes that defining clear metrics and aligning marketing with business goals and customer needs is critical for measuring success.
infogroup solutions
Infogroup is all about business growth. We provide targeted high-value sales and marketing data, customer & market intelligence, and innovative digital engagement solutions that increase sales and customer loyalty.
Online Display Advertising: Its Quantified Affect on Organic Down-Funnel Acti...Dailybreak, Inc
Online display advertising can move visitors further down the sales funnel and increase sales, according to a study by CBS Interactive. The study tracked website visitors who were or were not exposed to display ads. It found those exposed were more likely to engage with advertised content and move into consideration stages. Advertising also increased sales, with visitors exposed to multiple ads more likely to purchase. The results suggest advertising is an effective lead generation tool that can increase prospects and drive real product sales.
"Most people use analytics the way a drunk uses a lamppost – for support rather than illumination." This article provides a new perspective of defining "User Journey", and suggests a series of principles of Content Marketing Measurement.Worth reading!
This document summarizes Experian's ConsumerView database, which contains consumer and household data to help brands improve marketing. It contains over 235 million consumer profiles and 113 million household profiles with demographic, behavioral, and purchase history information. Marketers can use this data to more accurately target, segment, and enrich customer profiles, leading to improved campaign response rates, stronger brand loyalty, and increased revenue. The database combines data from various sources to provide a 360-degree view of consumers. It allows marketers to customize campaigns based on the attributes most relevant to consumer behaviors and purchasing decisions in their industry.
Keyword Intelligence - Socialize West 2011Ron Jones
This presentation was given at the Socialize West 2011 conference in San Francisco. It covers the basics of keyword research principles and strategies but also explores keyword tools / techniques for use with social media.
It provides links to mainstream keyword research tools as well as social media related keyword tools and how to use them.
Much of the content came from a book that has recently been authored by Ron Jones and published by Wiley Publishing called - Keyword Intelligence: Keyword Research for Search, Social and Beyond.
Online advertising vs brand building (Nielsen)Alfonso Gadea
Online advertisers are increasingly interested in using online ads to build their brands in addition to generating sales. However, advertisers need confidence that their online investments are helping achieve brand goals and metrics that demonstrate campaign success. Click-through rate alone is not a good measure of brand impact, as it shows little relationship with brand metrics or offline sales. Some evidence suggests brand metrics like purchase intent correlated with offline sales, indicating online ads can impact brands when measured properly. Advertisers must embrace new online branding metrics to optimize campaigns and outperform competitors.
Georgea Frank-Tann talks about the digital marketing model versus the traditional marketing model. Harnessing the power of digital marketing, continuous evaluation, and optimisation. How digital analytics can inform campaign decisions and drive ROI.
B2B Marketing in the Age of the Always Addressable CustomerDemandWave
The document discusses how B2B marketers now face an "always addressable customer" who is online and reachable through various digital channels. It notes that marketing dollars are shifting online to follow customers. To be effective, B2B marketers must optimize their efforts across all customer touchpoints and develop a coordinated brand ecosystem. Better measurement of efforts across channels is also needed to understand customer journeys. The summary focuses on the key challenges of reaching today's digital customer and the need for alignment, coordination and measurement across marketing efforts and channels.
Building customer engagement with social media through dynamic contentIan Truscott
This document discusses how companies can build customer engagement through social media and dynamic content. It describes the challenges of engaging customers in today's digital world where consumers expect more control and personalized experiences. It advocates developing an understanding of customer personas, optimizing messages for different channels and devices, and delivering personalized content and recommendations across social networks and other channels to improve the customer experience.
This document provides an overview of a study analyzing the impact of creative elements on ad performance across different industries. Some key findings from industry-wide best practices include:
- Ads with red backgrounds had 31% higher conversion rates on average than other colors. Animated ads had higher conversion rates than static ads, and animation lengths of 6-9 seconds performed best.
- Displaying a company logo in an ad provided a 4% lift in conversion rates. Placement in the upper-left, upper-right, or lower-left corners performed best, with lower-left being optimal.
- Ads featuring human faces averaged 4% higher conversion rates than those without. Ads showing families performed best, while
Data Driven Media: Understanding Programmatic AdvertisingThe Holla Agency
This is the slideshow that was presented in this month's Data Driven Media: Understanding Programmatic Webinar where JJ Eastwood from and Rochelle Cass discussed Programmatic.
Pinggers Social Buying Intelligent AggregatorPinggers
Pinggers is the solution to find relevant deals based on your Interests, previous purchases, geolocation and what your friends like using artificial intelligence.
This document provides tips for consumers on wise buying practices. It states that sellers sometimes allow installment payments or partial upfront payments for purchases. Buyers should evaluate loan options and obtain a cash receipt. During festivals or sales, goods may be delivered to save on transportation costs. Mass media and online sources provide the latest product information. Wise buying involves determining what, where, when, why and how to purchase goods based on needs, budgets, promotions and quality. Standardized, labeled products from established sellers after comparing multiple price quotes are recommended.
Este documento discute el coaching para líderes como una nueva meta competencia. Explica que el coaching ayuda a las personas a lograr lo que quieren al impulsar la motivación y el desarrollo de habilidades. También describe que los líderes necesitan adquirir habilidades emocionales y de comunicación para influir e inspirar a otros de manera efectiva. Finalmente, argumenta que el coaching puede ayudar a los líderes a crear situaciones de alto desempeño que conduzcan a la prosperidad y felicidad de los individuos y las organizaciones.
AOD es una plataforma innovadora que integra múltiples fuentes de datos para ofrecer publicidad digital altamente personalizada. AOD se conecta con inventarios publicitarios a través de exchanges para identificar el público objetivo de cada anunciante y mostrar los anuncios correctos a los usuarios adecuados. El modelo de Real Time Bidding permite subastas en tiempo real para cada impresión, lo que mejora la segmentación, transparencia y resultados. AOD cuenta con certificaciones de privacidad y un equipo multidisciplinar para garantizar la máxima eficacia
Social Selling University is not like social media courses which are typically designed for marketing departments. Social selling is a series of content that is being developed around how social media can be used to identify new opportunities and engage customers/prospects in social networks they spend the most time in. LinkedIn, Twitter, blogs and other social networks are filled with people asking for advice on products and looking to engage with friends, peers and experts to make intelligent buying decisions. This is where the opportunities are being created and sales people need to be part of those conversations.
Presented by Bob Barker, VP of Corporate Marketing and Digital Engagement, Alterian
Alterian’s 7th Annual Survey Results Webinar discovered just how ready marketers are to really engage their customers.
The marketing industry is undergoing a dramatic transformation. Set against a backdrop of tight budgets, increased demand for accountability, the explosion in social media and informed, active and connected consumers, marketing is moving from mass communication towards multichannel customer engagement. While consumers are driving this change, marketers also are expecting their service providers to keep up and streamline and connect the services they offer.
Bob Barker presented the survey findings including exclusive insight into the methods and investments that marketers are currently exploring and implementing.
It was 20 years ago when a now-defunct Silicon Valley law firm placed the first clickable banner ad on Global Network Navigator (an early publisher sold to AOL in 1995). In these last 20 years, we've seen big changes in ad technology, fueled by a combination of visionary marketers and advancing technical capabilities.
Emerging Standards in Social Media -Katie Delahaye Paine - Measure13Our Social Times
The document discusses emerging standards for measuring social media. It proposes that a transparency table be used to outline methodology for reports. Key metrics like reach, impressions, engagement and influence are defined. Standards aim to increase consistency and comparability across the industry through a voluntary and collaborative process. The goals are to establish common definitions and provide transparency about analytical methods.
Part II: Getting Personal with Your Customers — Beyond Segmentation Neolane, Inc.
This document discusses moving from segmentation-based marketing to automated one-to-one personalization. It explains that one-to-one personalization technology allows marketers to create a single message template with embedded personalization rules, so that each customer receives a customized message. This approach offers benefits over segmentation like improved relevancy and engagement across channels. The document also outlines key considerations for selecting a one-to-one personalization solution and functionality it should provide.
Data & Marketing Analytics Theatre; Putting customers at the heart of your an...TFM&A
This document discusses how marketing is moving towards customer engagement management and putting customers at the heart of analytics strategies. It outlines how successful companies are understanding customers through analytics, orchestrating cross-channel communications, engaging customers with relevant offers, and treating each customer as a unique individual. The document provides examples of companies like Britannia, Eurostar, Cisco, Best Western, and PepsiCo that have implemented successful customer analytics strategies, and discusses metrics for measuring the success of such strategies. It also outlines potential pitfalls if a company gets its customer analytics strategy wrong.
Data & Marketing Analytics Theatre: Putting Customers at the Heart of Your An...TFM&A
The document discusses how successful marketers are putting customers at the heart of their analytics strategies. It argues that marketers need to understand customers through analytics, orchestrate cross-channel communications, engage customers with relevant offers, and treat each customer as a unique individual. It provides examples of companies like Britannia, Eurostar, Cisco, Best Western, and PepsiCo that have achieved success by developing a unified customer view, leveraging customer intelligence, and measuring business impact. The document emphasizes that defining clear metrics and aligning marketing with business goals and customer needs is critical for measuring success.
infogroup solutions
Infogroup is all about business growth. We provide targeted high-value sales and marketing data, customer & market intelligence, and innovative digital engagement solutions that increase sales and customer loyalty.
Online Display Advertising: Its Quantified Affect on Organic Down-Funnel Acti...Dailybreak, Inc
Online display advertising can move visitors further down the sales funnel and increase sales, according to a study by CBS Interactive. The study tracked website visitors who were or were not exposed to display ads. It found those exposed were more likely to engage with advertised content and move into consideration stages. Advertising also increased sales, with visitors exposed to multiple ads more likely to purchase. The results suggest advertising is an effective lead generation tool that can increase prospects and drive real product sales.
"Most people use analytics the way a drunk uses a lamppost – for support rather than illumination." This article provides a new perspective of defining "User Journey", and suggests a series of principles of Content Marketing Measurement.Worth reading!
This document summarizes Experian's ConsumerView database, which contains consumer and household data to help brands improve marketing. It contains over 235 million consumer profiles and 113 million household profiles with demographic, behavioral, and purchase history information. Marketers can use this data to more accurately target, segment, and enrich customer profiles, leading to improved campaign response rates, stronger brand loyalty, and increased revenue. The database combines data from various sources to provide a 360-degree view of consumers. It allows marketers to customize campaigns based on the attributes most relevant to consumer behaviors and purchasing decisions in their industry.
Keyword Intelligence - Socialize West 2011Ron Jones
This presentation was given at the Socialize West 2011 conference in San Francisco. It covers the basics of keyword research principles and strategies but also explores keyword tools / techniques for use with social media.
It provides links to mainstream keyword research tools as well as social media related keyword tools and how to use them.
Much of the content came from a book that has recently been authored by Ron Jones and published by Wiley Publishing called - Keyword Intelligence: Keyword Research for Search, Social and Beyond.
Online advertising vs brand building (Nielsen)Alfonso Gadea
Online advertisers are increasingly interested in using online ads to build their brands in addition to generating sales. However, advertisers need confidence that their online investments are helping achieve brand goals and metrics that demonstrate campaign success. Click-through rate alone is not a good measure of brand impact, as it shows little relationship with brand metrics or offline sales. Some evidence suggests brand metrics like purchase intent correlated with offline sales, indicating online ads can impact brands when measured properly. Advertisers must embrace new online branding metrics to optimize campaigns and outperform competitors.
Georgea Frank-Tann talks about the digital marketing model versus the traditional marketing model. Harnessing the power of digital marketing, continuous evaluation, and optimisation. How digital analytics can inform campaign decisions and drive ROI.
B2B Marketing in the Age of the Always Addressable CustomerDemandWave
The document discusses how B2B marketers now face an "always addressable customer" who is online and reachable through various digital channels. It notes that marketing dollars are shifting online to follow customers. To be effective, B2B marketers must optimize their efforts across all customer touchpoints and develop a coordinated brand ecosystem. Better measurement of efforts across channels is also needed to understand customer journeys. The summary focuses on the key challenges of reaching today's digital customer and the need for alignment, coordination and measurement across marketing efforts and channels.
Building customer engagement with social media through dynamic contentIan Truscott
This document discusses how companies can build customer engagement through social media and dynamic content. It describes the challenges of engaging customers in today's digital world where consumers expect more control and personalized experiences. It advocates developing an understanding of customer personas, optimizing messages for different channels and devices, and delivering personalized content and recommendations across social networks and other channels to improve the customer experience.
This document provides an overview of a study analyzing the impact of creative elements on ad performance across different industries. Some key findings from industry-wide best practices include:
- Ads with red backgrounds had 31% higher conversion rates on average than other colors. Animated ads had higher conversion rates than static ads, and animation lengths of 6-9 seconds performed best.
- Displaying a company logo in an ad provided a 4% lift in conversion rates. Placement in the upper-left, upper-right, or lower-left corners performed best, with lower-left being optimal.
- Ads featuring human faces averaged 4% higher conversion rates than those without. Ads showing families performed best, while
Data Driven Media: Understanding Programmatic AdvertisingThe Holla Agency
This is the slideshow that was presented in this month's Data Driven Media: Understanding Programmatic Webinar where JJ Eastwood from and Rochelle Cass discussed Programmatic.
Pinggers Social Buying Intelligent AggregatorPinggers
Pinggers is the solution to find relevant deals based on your Interests, previous purchases, geolocation and what your friends like using artificial intelligence.
This document provides tips for consumers on wise buying practices. It states that sellers sometimes allow installment payments or partial upfront payments for purchases. Buyers should evaluate loan options and obtain a cash receipt. During festivals or sales, goods may be delivered to save on transportation costs. Mass media and online sources provide the latest product information. Wise buying involves determining what, where, when, why and how to purchase goods based on needs, budgets, promotions and quality. Standardized, labeled products from established sellers after comparing multiple price quotes are recommended.
Este documento discute el coaching para líderes como una nueva meta competencia. Explica que el coaching ayuda a las personas a lograr lo que quieren al impulsar la motivación y el desarrollo de habilidades. También describe que los líderes necesitan adquirir habilidades emocionales y de comunicación para influir e inspirar a otros de manera efectiva. Finalmente, argumenta que el coaching puede ayudar a los líderes a crear situaciones de alto desempeño que conduzcan a la prosperidad y felicidad de los individuos y las organizaciones.
AOD es una plataforma innovadora que integra múltiples fuentes de datos para ofrecer publicidad digital altamente personalizada. AOD se conecta con inventarios publicitarios a través de exchanges para identificar el público objetivo de cada anunciante y mostrar los anuncios correctos a los usuarios adecuados. El modelo de Real Time Bidding permite subastas en tiempo real para cada impresión, lo que mejora la segmentación, transparencia y resultados. AOD cuenta con certificaciones de privacidad y un equipo multidisciplinar para garantizar la máxima eficacia
Social Selling University is not like social media courses which are typically designed for marketing departments. Social selling is a series of content that is being developed around how social media can be used to identify new opportunities and engage customers/prospects in social networks they spend the most time in. LinkedIn, Twitter, blogs and other social networks are filled with people asking for advice on products and looking to engage with friends, peers and experts to make intelligent buying decisions. This is where the opportunities are being created and sales people need to be part of those conversations.
Advantages and Disadvantages of Policy
What makes and effective Policy?
Purchasing policies - Providing Guidance and Direction
Purchasing procedures
Reference:
The 2015 Quality Guide, produced for SXSWi showed how advertisers can improve the quality of digital campaigns, as well increased ROI. http://dstillery.com/quality/
The document discusses how data activation, using a data management platform (DMP), allows marketers to take customer data from various sources and integrate it across marketing channels like websites, CRM, social media, and more in order to personalize experiences for customers and prospects. Data activation provides benefits like improved targeting, personalization, and conversions compared to traditional data management approaches. Key uses of data activation include prospecting, retargeting, lookalike modeling, site personalization, dynamic creative optimization, and CRM messaging.
Beyond Analysis: Big data touchpaper Dec 2012Brian Crotty
Big Data and customer data can help businesses better understand customers and personalize engagement. To start, businesses should focus on one area of data and see quick results. For example, one business used customer data to design loyalty campaigns with 13% redemption rates, winning back dormant customers. The future is intelligent engagement through listening to what customers think and do.
This document discusses achieving real-time relevance in digital marketing. It explains that relevance means understanding customer behavior across channels to take action in real-time. There are four key steps: 1) measure behavior across all channels, 2) analyze the data to understand customer behavior, 3) segment customers based on shared behaviors, and 4) test and target content to different segments. Real-time relevance requires continuously optimizing marketing based on data insights to improve engagement and conversions.
This document discusses achieving real-time relevance in digital marketing. It explains that relevance means understanding customer behavior across channels to take action in real-time. There are four key steps: 1) measure behavior across all channels, 2) analyze the data to understand customer behavior, 3) segment customers based on shared behaviors, and 4) test and target content to segments. Real-time relevance requires continuous optimization based on data to improve the customer experience.
This document discusses achieving real-time relevance in digital marketing. It explains that relevance means understanding customer behavior across channels to take action in real-time. There are four key steps: 1) measure behavior across all channels, 2) analyze the data to understand customer behavior, 3) segment customers based on shared behaviors, and 4) test and target content to different segments. Real-time relevance requires continuously optimizing marketing based on data insights to improve engagement and conversions.
This document discusses achieving real-time relevance in digital marketing. It explains that relevance means understanding customer behavior across channels to take action in real-time. There are four key steps: 1) measure behavior across all channels, 2) analyze the data to understand customer behavior, 3) segment customers based on shared behaviors, and 4) test and target content to different segments. Real-time relevance requires continuously optimizing marketing based on data insights to improve engagement and conversions.
This document discusses achieving real-time relevance in digital marketing. It explains that relevance means understanding customer behavior across channels to take action in real-time. There are four key steps: 1) measure behavior across all channels, 2) analyze the data to understand customer behavior, 3) segment customers based on shared behaviors, and 4) test and target content to different segments. Real-time relevance requires continuously optimizing marketing based on data insights to improve engagement and conversions.
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.
Personalization and the Future of Database Marketing - Michael Stich, Bridge ...Michael Stich
The document discusses database marketing and its benefits. It defines database marketing as using consumer databases to send personalized communications. The key benefits are creating ongoing relationships with large, diverse consumer groups. Best practices include prioritizing data quality over quantity and segmenting consumers. Emerging trends include data consolidation to get a unified view of consumers and more analytics-driven marketing. The future of database marketing involves simplified, real-time access to unified data to deliver more meaningful, relevant experiences.
This document provides an overview of cross media marketing strategies. It discusses how combining multiple marketing channels like direct mail, email, web pages, and advertising can deliver a unified message and drive respondents to a single data collection point. The document outlines four steps for effective cross media campaigns: 1) developing customer personas, 2) determining available assets, 3) leveraging existing marketing efforts, and 4) selecting targeted touches and executing the campaign. Specific techniques are also described, including real-time personalization, variable data printing, personalized URLs, email, social media, QR codes, and direct mail best practices. The goal is to capture visitors across channels, group respondents, and deliver personalized messages to improve response rates and ROI.
Elements of a Modern Demand Generation Plan by Adam Needles]irarick
The document provides an overview of the key elements needed for a successful modern demand generation plan. It discusses challenges such as implementing technology without updating processes, struggling to link marketing tactics to revenue, and not focusing programs around the buyer's decision process. It outlines guiding principles like educating buyers and iterative content tailored to the buyer's consumption. The presentation agenda is also summarized which includes topics like principles for demand generation, getting focused on the buyer, building out programs, and optimizing.
[Infographic] The Modern Marketing Reality – Marketing Starts with a QuotaLenati
Now Marketing owns a quota to bring the right prospects in the door and deliver sales-ready leads that are more likely to convert. With this new reality of Modern Marketing, marketers are looking at how to measure their business impact with the goal of definitively proving Return on Marketing Investment (ROMI). Content is designed to fuel conversion from anonymous to known leads—first to attract, then with the support of marketing automation, to nurture prospects along their buyer journey. According to Forrester Research, sales is looking to marketing to increase the productivity of customer acquisition by targeting the right accounts and helping sales pursue them—finding smarter ways to prospect and build account-based strategies. With powerful marketing technologies, digital acumen and a little foresight you can get there, but you can’t get there alone.
All the technology in the world can’t help you in your quest to evolve into Modern Marketing unless you mind the golden rules, and in particular, make friends with sales. Sales and marketing now have a common goal to drive revenue. Sales and marketing are now speaking the same language and are motivated to assist each other in attaining their collective goals. The path from anonymous to qualified lead becomes a well-orchestrated dance where marketing goes deeper into driving engagements while sales becomes an active player in cultivating leads. The line between the two disciplines is blurred and both are responsible for bringing the right prospects in the door.
This white paper discusses how retailers are using new personalization tools and processes integrated with POS systems to deliver targeted offers to customers. It explores trends in personalizing offers in real-time based on customer data to improve customer loyalty and drive revenue. Specifically, it outlines how Sparkfly's personalized promotions platform works by integrating with retailers' POS systems to identify customers, determine applicable offers, and apply discounts in real-time during purchases to influence customer behavior.
POV Fueling GrowthThrough Customer CentricityRob Golden
The document discusses how insurance companies can increase customer centricity to fuel growth. It argues that refined customer segmentation using digital tools can improve retention rates and accelerate new customer acquisition. It advocates establishing a customer segmentation strategy, better leveraging existing customer and household data, increasing predictive analytics use, and realigning business processes to focus on customer needs and preferences. Digital technologies are key to achieving this customer-centric transformation.
Website engagement can predict buying intent, as engagement is the single biggest predictor of intent. Tracking website behaviors of named accounts through tools like Demandbase allows predicting which accounts are most likely to buy by monitoring engagement levels over time. Following a process of identifying unknown website visitors, tracking named accounts, monitoring engagement levels, setting sales alerts, and customizing the website experience can help optimize predicting and closing sales.
This article written by Diarmaid Byrne, Editor, STQ, was published in issue 07 of Social Technology Quarterly.
Summary: In a data driven economy Programmatic Buying is the approach marketers are shifting to in order to best utilize data and examine their selling strategies better.
Parke - Using Data To Become Customer CentricShep Parke
This document discusses using customer data to become a customer-centric organization. It recommends taking a structured approach to determine data needs, including defining objectives, reviewing internal customer data, identifying gaps, and supplementing with third-party data if needed. Quality data is key to better understand customers and personalize experiences. Leaders focus data efforts on the most valuable customers and manage results to improve business metrics and strategic goals.
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.
Letter and Document Automation for Bonterra Impact Management (fka Social Sol...Jeffrey Haguewood
Sidekick Solutions uses Bonterra Impact Management (fka Social Solutions Apricot) and automation solutions to integrate data for business workflows.
We believe integration and automation are essential to user experience and the promise of efficient work through technology. Automation is the critical ingredient to realizing that full vision. We develop integration products and services for Bonterra Case Management software to support the deployment of automations for a variety of use cases.
This video focuses on automated letter generation for Bonterra Impact Management using Google Workspace or Microsoft 365.
Interested in deploying letter generation automations for Bonterra Impact Management? Contact us at sales@sidekicksolutionsllc.com to discuss next steps.
Taking AI to the Next Level in Manufacturing.pdfssuserfac0301
Read Taking AI to the Next Level in Manufacturing to gain insights on AI adoption in the manufacturing industry, such as:
1. How quickly AI is being implemented in manufacturing.
2. Which barriers stand in the way of AI adoption.
3. How data quality and governance form the backbone of AI.
4. Organizational processes and structures that may inhibit effective AI adoption.
6. Ideas and approaches to help build your organization's AI strategy.
Have you ever been confused by the myriad of choices offered by AWS for hosting a website or an API?
Lambda, Elastic Beanstalk, Lightsail, Amplify, S3 (and more!) can each host websites + APIs. But which one should we choose?
Which one is cheapest? Which one is fastest? Which one will scale to meet our needs?
Join me in this session as we dive into each AWS hosting service to determine which one is best for your scenario and explain why!
Driving Business Innovation: Latest Generative AI Advancements & Success StorySafe Software
Are you ready to revolutionize how you handle data? Join us for a webinar where we’ll bring you up to speed with the latest advancements in Generative AI technology and discover how leveraging FME with tools from giants like Google Gemini, Amazon, and Microsoft OpenAI can supercharge your workflow efficiency.
During the hour, we’ll take you through:
Guest Speaker Segment with Hannah Barrington: Dive into the world of dynamic real estate marketing with Hannah, the Marketing Manager at Workspace Group. Hear firsthand how their team generates engaging descriptions for thousands of office units by integrating diverse data sources—from PDF floorplans to web pages—using FME transformers, like OpenAIVisionConnector and AnthropicVisionConnector. This use case will show you how GenAI can streamline content creation for marketing across the board.
Ollama Use Case: Learn how Scenario Specialist Dmitri Bagh has utilized Ollama within FME to input data, create custom models, and enhance security protocols. This segment will include demos to illustrate the full capabilities of FME in AI-driven processes.
Custom AI Models: Discover how to leverage FME to build personalized AI models using your data. Whether it’s populating a model with local data for added security or integrating public AI tools, find out how FME facilitates a versatile and secure approach to AI.
We’ll wrap up with a live Q&A session where you can engage with our experts on your specific use cases, and learn more about optimizing your data workflows with AI.
This webinar is ideal for professionals seeking to harness the power of AI within their data management systems while ensuring high levels of customization and security. Whether you're a novice or an expert, gain actionable insights and strategies to elevate your data processes. Join us to see how FME and AI can revolutionize how you work with data!
Unlock the Future of Search with MongoDB Atlas_ Vector Search Unleashed.pdfMalak Abu Hammad
Discover how MongoDB Atlas and vector search technology can revolutionize your application's search capabilities. This comprehensive presentation covers:
* What is Vector Search?
* Importance and benefits of vector search
* Practical use cases across various industries
* Step-by-step implementation guide
* Live demos with code snippets
* Enhancing LLM capabilities with vector search
* Best practices and optimization strategies
Perfect for developers, AI enthusiasts, and tech leaders. Learn how to leverage MongoDB Atlas to deliver highly relevant, context-aware search results, transforming your data retrieval process. Stay ahead in tech innovation and maximize the potential of your applications.
#MongoDB #VectorSearch #AI #SemanticSearch #TechInnovation #DataScience #LLM #MachineLearning #SearchTechnology
A Comprehensive Guide to DeFi Development Services in 2024Intelisync
DeFi represents a paradigm shift in the financial industry. Instead of relying on traditional, centralized institutions like banks, DeFi leverages blockchain technology to create a decentralized network of financial services. This means that financial transactions can occur directly between parties, without intermediaries, using smart contracts on platforms like Ethereum.
In 2024, we are witnessing an explosion of new DeFi projects and protocols, each pushing the boundaries of what’s possible in finance.
In summary, DeFi in 2024 is not just a trend; it’s a revolution that democratizes finance, enhances security and transparency, and fosters continuous innovation. As we proceed through this presentation, we'll explore the various components and services of DeFi in detail, shedding light on how they are transforming the financial landscape.
At Intelisync, we specialize in providing comprehensive DeFi development services tailored to meet the unique needs of our clients. From smart contract development to dApp creation and security audits, we ensure that your DeFi project is built with innovation, security, and scalability in mind. Trust Intelisync to guide you through the intricate landscape of decentralized finance and unlock the full potential of blockchain technology.
Ready to take your DeFi project to the next level? Partner with Intelisync for expert DeFi development services today!
Monitoring and Managing Anomaly Detection on OpenShift.pdfTosin Akinosho
Monitoring and Managing Anomaly Detection on OpenShift
Overview
Dive into the world of anomaly detection on edge devices with our comprehensive hands-on tutorial. This SlideShare presentation will guide you through the entire process, from data collection and model training to edge deployment and real-time monitoring. Perfect for those looking to implement robust anomaly detection systems on resource-constrained IoT/edge devices.
Key Topics Covered
1. Introduction to Anomaly Detection
- Understand the fundamentals of anomaly detection and its importance in identifying unusual behavior or failures in systems.
2. Understanding Edge (IoT)
- Learn about edge computing and IoT, and how they enable real-time data processing and decision-making at the source.
3. What is ArgoCD?
- Discover ArgoCD, a declarative, GitOps continuous delivery tool for Kubernetes, and its role in deploying applications on edge devices.
4. Deployment Using ArgoCD for Edge Devices
- Step-by-step guide on deploying anomaly detection models on edge devices using ArgoCD.
5. Introduction to Apache Kafka and S3
- Explore Apache Kafka for real-time data streaming and Amazon S3 for scalable storage solutions.
6. Viewing Kafka Messages in the Data Lake
- Learn how to view and analyze Kafka messages stored in a data lake for better insights.
7. What is Prometheus?
- Get to know Prometheus, an open-source monitoring and alerting toolkit, and its application in monitoring edge devices.
8. Monitoring Application Metrics with Prometheus
- Detailed instructions on setting up Prometheus to monitor the performance and health of your anomaly detection system.
9. What is Camel K?
- Introduction to Camel K, a lightweight integration framework built on Apache Camel, designed for Kubernetes.
10. Configuring Camel K Integrations for Data Pipelines
- Learn how to configure Camel K for seamless data pipeline integrations in your anomaly detection workflow.
11. What is a Jupyter Notebook?
- Overview of Jupyter Notebooks, an open-source web application for creating and sharing documents with live code, equations, visualizations, and narrative text.
12. Jupyter Notebooks with Code Examples
- Hands-on examples and code snippets in Jupyter Notebooks to help you implement and test anomaly detection models.
HCL Notes and Domino License Cost Reduction in the World of DLAUpanagenda
Webinar Recording: https://www.panagenda.com/webinars/hcl-notes-and-domino-license-cost-reduction-in-the-world-of-dlau/
The introduction of DLAU and the CCB & CCX licensing model caused quite a stir in the HCL community. As a Notes and Domino customer, you may have faced challenges with unexpected user counts and license costs. You probably have questions on how this new licensing approach works and how to benefit from it. Most importantly, you likely have budget constraints and want to save money where possible. Don’t worry, we can help with all of this!
We’ll show you how to fix common misconfigurations that cause higher-than-expected user counts, and how to identify accounts which you can deactivate to save money. There are also frequent patterns that can cause unnecessary cost, like using a person document instead of a mail-in for shared mailboxes. We’ll provide examples and solutions for those as well. And naturally we’ll explain the new licensing model.
Join HCL Ambassador Marc Thomas in this webinar with a special guest appearance from Franz Walder. It will give you the tools and know-how to stay on top of what is going on with Domino licensing. You will be able lower your cost through an optimized configuration and keep it low going forward.
These topics will be covered
- Reducing license cost by finding and fixing misconfigurations and superfluous accounts
- How do CCB and CCX licenses really work?
- Understanding the DLAU tool and how to best utilize it
- Tips for common problem areas, like team mailboxes, functional/test users, etc
- Practical examples and best practices to implement right away
5th LF Energy Power Grid Model Meet-up SlidesDanBrown980551
5th Power Grid Model Meet-up
It is with great pleasure that we extend to you an invitation to the 5th Power Grid Model Meet-up, scheduled for 6th June 2024. This event will adopt a hybrid format, allowing participants to join us either through an online Mircosoft Teams session or in person at TU/e located at Den Dolech 2, Eindhoven, Netherlands. The meet-up will be hosted by Eindhoven University of Technology (TU/e), a research university specializing in engineering science & technology.
Power Grid Model
The global energy transition is placing new and unprecedented demands on Distribution System Operators (DSOs). Alongside upgrades to grid capacity, processes such as digitization, capacity optimization, and congestion management are becoming vital for delivering reliable services.
Power Grid Model is an open source project from Linux Foundation Energy and provides a calculation engine that is increasingly essential for DSOs. It offers a standards-based foundation enabling real-time power systems analysis, simulations of electrical power grids, and sophisticated what-if analysis. In addition, it enables in-depth studies and analysis of the electrical power grid’s behavior and performance. This comprehensive model incorporates essential factors such as power generation capacity, electrical losses, voltage levels, power flows, and system stability.
Power Grid Model is currently being applied in a wide variety of use cases, including grid planning, expansion, reliability, and congestion studies. It can also help in analyzing the impact of renewable energy integration, assessing the effects of disturbances or faults, and developing strategies for grid control and optimization.
What to expect
For the upcoming meetup we are organizing, we have an exciting lineup of activities planned:
-Insightful presentations covering two practical applications of the Power Grid Model.
-An update on the latest advancements in Power Grid -Model technology during the first and second quarters of 2024.
-An interactive brainstorming session to discuss and propose new feature requests.
-An opportunity to connect with fellow Power Grid Model enthusiasts and users.
Nunit vs XUnit vs MSTest Differences Between These Unit Testing Frameworks.pdfflufftailshop
When it comes to unit testing in the .NET ecosystem, developers have a wide range of options available. Among the most popular choices are NUnit, XUnit, and MSTest. These unit testing frameworks provide essential tools and features to help ensure the quality and reliability of code. However, understanding the differences between these frameworks is crucial for selecting the most suitable one for your projects.
leewayhertz.com-AI in predictive maintenance Use cases technologies benefits ...alexjohnson7307
Predictive maintenance is a proactive approach that anticipates equipment failures before they happen. At the forefront of this innovative strategy is Artificial Intelligence (AI), which brings unprecedented precision and efficiency. AI in predictive maintenance is transforming industries by reducing downtime, minimizing costs, and enhancing productivity.
Ivanti’s Patch Tuesday breakdown goes beyond patching your applications and brings you the intelligence and guidance needed to prioritize where to focus your attention first. Catch early analysis on our Ivanti blog, then join industry expert Chris Goettl for the Patch Tuesday Webinar Event. There we’ll do a deep dive into each of the bulletins and give guidance on the risks associated with the newly-identified vulnerabilities.
Digital Marketing Trends in 2024 | Guide for Staying AheadWask
https://www.wask.co/ebooks/digital-marketing-trends-in-2024
Feeling lost in the digital marketing whirlwind of 2024? Technology is changing, consumer habits are evolving, and staying ahead of the curve feels like a never-ending pursuit. This e-book is your compass. Dive into actionable insights to handle the complexities of modern marketing. From hyper-personalization to the power of user-generated content, learn how to build long-term relationships with your audience and unlock the secrets to success in the ever-shifting digital landscape.
2. data sciences: taking the guesswork out of targeting
Think about it. The billions of advertising impressions being served today contain a wealth of information about
the intersection of user, content and message. What was the product? Who was the consumer? Where did the
ad appear? When? How did the user react? All this exhaust from advertising placements provides a fascinating
stream of data that, if unlocked, can help marketers better understand and optimize their commercial messaging.
More than context or geography or behavioral attributes alone, it is the analysis and manipulation of this
information trail, in combination with historical and third party provided data, which is leading to the greatest
advances in campaign evaluation, targeting and optimization. Data sciences is leading the audience buying
revolution today, focusing on making sense of complex data analysis, audience modeling and machine learning.
audience modeling
While using data to target audiences is generally understood to be a far more efficient method of reaching a
desired audience over buying sites, what many advertisers don’t realize is that the pool of available, reliable
online audience data is generally small. Collective’s own analysis illustrates how the data richest 30 percent of
impressions have consumer attributes from several data providers, while the data poorest 30 percent have no
data at all. Therefore, sophisticated mathematical models have to be created to “fill in” the missing data on
audiences with less available, actionable data associated with them. This approach leads to greatly expanded
audience pools, with superior lifts in campaign performance. While audience segmentation and data modeling
isn’t a new concept in marketing (direct marketers have been doing this for decades), the techniques that are being
applied to online advertising are
providing marketers with
greater precision with near
real-time optimization.
Take the example of an
advertiser trying to reach
potential auto buyers. One
tactic might be to identify
consumers who have recently
visited Kelley Blue Book, or
people who have consumed
a lot of auto content
cars recently. Layer on
demographics and household
income data and you are
off to the races, right? The
reality is that only a fraction
Data sparsity image from Collective’s Data Sciences Team illustrates of that combined audience
a common myth about audience data, and the need for modeling. is likely to constitute explicit
auto intenders.
3. Intelligent Audience Buying
Using data to connect the who and where online
58%
The key is to model the user. If you can identify auto buyers,
particularly through 1st party data, you can look across all their
data attributes, look for commonality and greatly expand your
universe of potential customers. In this scenario you are less
reliant on individual data points because the model population
is modal, and that’s far more effective than trying to target a fixed of U.S. Interactive Marketing
data set.
Professionals say they
would increase their
precision versus accuracy online spend if better ad
The promise of real-time bidding and the sophisticated
deployment of audience data have led the path from media
targeting was available.
buying of content sites to the buying of audiences. Clearly, data Source: Forrester Research, 2010
is key. But too often it has diverted attention from where it needs
to be, which is accurately engaging the desired audience.
The distinction between precision and accuracy is often lost on advertisers and agencies. In our striving for
evermore precise targeting data points, accuracy is often lost and we miss the forest for the trees.
Developing a broader, more complete sense of your audience is fundamental to successfully deploying data
driven audience buying. Fortunately, data analytics can provide the insights marketers need to uncover the
habits and attitudes of their online audience.
At Collective, we’re developing proprietary audience segments using a methodology that provides both quality
and scale. Instead of focusing on the most active cookies, we look for an even distribution of cookies across our
audience cloud that conforms to the data attributes we are seeking. In this way, our audience is less likely to be
over-targeted and represents a more realistic portrait of the consumer.
HIGH SCALE
• Registration
Collective Segments
90%
• Context Inferred
of data falls into
these categories
• Verified user-supplied
LOW SCALE
• POS
LOW QUALITY HIGH QUALITY
4. what type of audience buying data
is available?
Audience data comes from a variety of sources and can be loosely
divided into the following categories:
Audience Verification:
Trust, but Verify Contextual -Many contextual segments are driven by keywords,
which can be risky for advertisers since contextual targeting can
sometimes present a misinterpreted meaning of a keyword.
There are many data providers and We’ve all seen notorious examples of bad contextual targeting,
advertising intermediaries selling for example Barry Bonds vs. Junk Bonds. Collective’s Personifi®
target audiences at scale, but how semantic classification looks for the meaning of the content,
do you know that you are actually
rather than looking simply for keywords.
getting the audience you are
paying for? Audience verification
is one of the most significant new Demographic - Used by most advertisers, this usually includes
developments in audience buying age, gender, income, or education. This type of data is usually
which helps to answer that question. gleaned from website registrations and through large offline data
Just as companies like DoubleVerify aggregators.
verify that ad creative is running in
the right environment, audience Lifestyle – Based on a group of users’ likelihood to behave a
verification seeks to measure how certain way, this modeled data places broad sets of people into
accurately ads are being targeted to defined segmentations, as one would see in a Neilsen Prizm seg-
the desired audience. ment like “busy mom” or “health nut.”
Collective is on the forefront of
In-Market – This type of data reflects the lower end of the sales
audience verification, regularly
auditing our audience data against funnel as it reflects users who have searched a specific topic or
known audience panels such as have visited an In-Market vertical site, like auto or travel. Sub cat-
comScore in order to measure the egories of In-Market data may include Search (based on a user’s
accuracy of our targeting. Our tests search history – right down to a specific brand or model number),
have shown a great disparity in the and Re-targeting, in which a visit to a webpage or exposure to
accuracy of available data from third- specific advertisement is used to infer the user’s interest.
party suppliers, so both marketers
and their advertising partners need Purchaser– Data that reflects ownership or consumption of a
to be cognizant of their audience product. This is often used by auto marketers who are
data sources. interested in reaching people who have purchased a specific
auto brand. It is also a great tool for conquesting.
20%
Data Type Usage Contextual Total
Source: AMP®, 2011 33% In-Market Total
Demographic Total
22%
Lifestyle Total
Purchaser Total
12% 13%
5. Intelligent Audience Buying
Using data to connect the who and where online
4 useful tips for audience buying
1
learn about your online audience first
Sure, it sounds obvious, but we can’t tell you how many clients
have come to us with definitive, inflexible definitions of their online
audience. Often this audience definition was drawn from offline
research or traditional media buying assumptions. But online
behavior doesn’t always align with offline customer data, and the
best way to learn about your true target audience is to gather
real-time online performance metrics by appending advertising
performance analytics with third-party consumer data.
2
it’s the “who” and the “where”
It’s important to understand that the audience is modal, switching state of
mind with each click of the mouse. The same mom you’re targeting when
she is on a casual gaming site is in a very different state of mind than when
she is looking up recipes. Matching the right person with the appropriate
context is essential for brands. This is one area where ad exchanges create
a potential danger for brand-conscious advertisers. For a direct response
advertiser, it might be fine to reach an intender anywhere they are. But for
those seeking to influence brands, the quality and type of content in which
the ad sits matters.
3
intelligent creative and the magic of DCO
Data can be used for far more than just audience targeting. In fact,
when applied correctly, data can be a powerful tool for optimizing
your advertising. You can enhance the relevance of your creative
and drive better results for your brand messaging with the appli-
cation of dynamic creative optimization (DCO). By setting up an
ad template to dynamically self-populate with optimized creative
components, including audience location, demographic and psy-
chographic data, you can create custom ads and tailor them for
individual customers in real-time. This is an especially great tool for
retailers who can tailor the products they’re advertising in digital
catalogues to precisely targeted viewers.
6. 4
don’t chase clicks
Over the years there have been a number of studies that have
examined the fallacy of using CTR as a measure of campaign
success and the nature of the clicker’s themselves. In new analysis,
Collective’s Data Sciences team examined the advertising
interactions of over 100 million anonymous user profiles and over
one billion advertising impressions to find that:
• 99% of stable cookies examined never click on an ad
• Nearly 20% of ads that received any click activity received
multiple clicks within the same
impression, suggesting that these clicks were unintentional
• Intentional clickers are lower income consumers
• Clickers demonstrate lower post impression actions and
brand lift
This study should serve to caution marketers that relying on
CTR means being comfortable targeting low income, older,
technologically less sophisticated consumers and recognize that
most of the click ‘leads’ will go nowhere, as they were generated
by unintentional clicks or will not result in a post impression action
or brand lift.
5
don’t over-target
The industry’s great ability to aggregate data and narrowly focus
campaigns sometimes leads to the desire for a mythical, exact
audience. You know, the right-handed green-Volvo-driving, health-
conscious grandmas in the market for new nutritional supplements.
And we could find them. All three of them.
So unless the product is extremely specific, cast a wider net. By
casting a wider net, you can find broader audiences that perform
-- ones that you might not know exist and that are often much more
scalable.
One of the mental pitfalls that search ads have created among
marketers is the over-emphasis on being down the sales funnel. But
we suggest that we not use display advertising to target customer
who’ve basically already made up their purchase decision. Instead,
create awareness and desire. By targeting the right type of users
at a higher level in the funnel, you help those users make their way
down the funnel, which in turn helps drive your search campaigns.
7. about collective
Collective provides comprehensive display advertising solutions for
advertisers and publishers. Our AMP® Data and Media Management
platform leverages the most trusted third party data, proprietary audience
modeling and ad effectiveness metrics to simplify audience buying and
selling across display, video and social media. AMP powers the ad
businesses of over 50 leading media brands, including our flagship products,
Collective Display and Collective Video®. Collective is headquartered in
New York with offices in Atlanta, Boston, Chicago, Dallas, Detroit, Los
Angeles, San Francisco, London and Bangalore. Collective’s investors
include Accel Partners®, Greycroft Partners and iNovia Capital.
Visit us at collective.com
contact
press contact:
Laura Colona
Director of Communications
lcolona@collective.com
sales contact:
contactus@collective.com
®
99 Park Avenue, 5th Floor
New York, NY 10016
888-460-9513