The right message to the right customer at the right time
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Slides from Cxense Experince 2015 Everyone things they have the data needed, but no one really has. You should try to combine data sources to enable user-centric advertising and marketing.
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The right message to the right customer at the right time
- 1. Copyright © Dagmar Oy Cxense Experience, Oslo, Kallio, Vatanen 2015 From real-time analytics to programmatic marketing: How user-centric marketing will change everything
- 2. Copyright © Dagmar Oy Your most versatile marketing partner
- 3. Copyright © Dagmar Oy Data
- 4. Copyright © Dagmar Oy Everyone has it Advertiser Agency Publisher
- 5. Copyright © Dagmar Oy We think our data is the best Advertiser Agency Publisher Publisher Data provider Agency Publisher Publisher Publisher
- 6. Copyright © Dagmar Oy Advertiser Agency Publisher Publisher Data provider Agency Publisher Publisher Publisher No one alone has all the data needed Publisher data anonymous online at scale, ’generic’, move to logged-in Agency data anonymous online from either advertisers campaigns or generalized from all the agencys’ customer data Advertiser data Site & CRM remarketing Content-based segmentation 3rd party data anonymous online at scale, ’generic’,
- 7. Copyright © Dagmar Oy Btw. Dagmar is data assistant for our advertisers Advertiser Agency Publisher Publisher Data provider Agency Publisher Publisher Publisher Dagmar
- 8. Copyright © Dagmar Oy User-centric marketing?
- 9. Copyright © Dagmar Oy Consumers are demanding more personalized customer experience in their chosen channels
- 10. Copyright © Dagmar Oy Right message at the right time to the right user – right?
- 11. Copyright © Dagmar Oy Right message at the right time to the right user Publishers Advertisers
- 12. Copyright © Dagmar Oy Right message at the right time to the right user Who they are? Who has most potential? How to recognize your customer? Publishers Advertisers How to find advertisers’ customers / potential customers?
- 13. Copyright © Dagmar Oy Right message at the right time to the right user What is the right time for that user? What day or time is best to contact? Is he/she buying? How to know that and target? Publishers Advertisers What behaviour is important? How to provide that real-time to advertiser?
- 14. Copyright © Dagmar Oy Right message at the right time to the right user If I know my customers’ needs and motivations, I know what to say to them and how Publishers Advertisers In my site or content what is best way to communicate to users?
- 15. Copyright © Dagmar Oy Right message - at the right time - to the right user CREATIVE + CONTEXT + AUDIENCE
- 16. Copyright © Dagmar Oy CREATIVE + CONTEXT + AUDIENCE = User-centric real-time advertising
- 17. Copyright © Dagmar Oy User-centric real-time advertising components DMP DSP Dynamic ad
- 18. Copyright © Dagmar Oy Next step from this
- 19. Copyright © Dagmar Oy User-centric real-time marketing Targeted advertising Site personali- sation Email, SMS, App notification Data Analysis Data segmentation Interested in tech Visits often Bargain hunter Looking for LCD TV CRM Sales 3rd party data 2nd party data Own Earned Paid Data Collection
- 20. Copyright © Dagmar Oy From semi-automatic to predictive omni-channel automation Targeted advertising Site personali- sation Email, SMS, App notification Data Analysys Data segmentation Interested in tech Visits often Bargain hunter Looking for LCD TV CRM Sales 3rd party data 2nd party data Own Earned Paid Data Collection ”The Intelligence Layer” Predictive Marketing Platform
- 21. Copyright © Dagmar Oy Thank you! @AnttiKallio @petrivatanen @dagmar_fi
Editor's Notes
- Introduction to Dagmar, Starcom and Antti Kallio
- (today) when I am talking about data I mean actionable data used for targeting etc
- + data providers as 3rd party data
- There are many publishers here.. As a friendly reminder that even you have the audiences in your sites, it does not mean that your data is enough as is Same goes to agencies. Only position to gather all data sources together is advertiser. This is true even for using data for reporting and insight, but also to using cookie data. Still advertisers data is not enough, you need others! D
- There are many publishers here.. As a friendly reminder that even you have the audiences in your sites, it does not mean that your data is enough as is Same goes to agencies. Only position to gather all data sources together is advertiser. This is true even for using data for reporting and insight, but also to using cookie data. Still advertisers data is not enough, you need others!
- We help advertiser to handle all data sources and make them usable. We will not own any data ourselves.
- And today when I am talking about data I mean actionable data used for targeting etc
- Kuluttajat eivät ajattele kanavia vaan pyrkivät täyttämään jonkin tarpeen sillä hetkellä kuin haluavat. Tarjotaan kuluttajille heitä aidosti kiinnostavaa sisältöä ja palkitaan heidän osoittaman aktiivisuuden perusteella mikä todistetusti parantaa sekä asiakastyytyväisyyttä, asiakkaan sitoutumista brändiin että heidän rahankäyttöä brändin parissa. Hanki mahdollisimman hyvä asiakasymmärrys hyödyntäen dataa sekä asiakkaan motiivien selvittämistä. Esim. strateginen segmentointi
- Everyone has heard this for years. Only thing is that is is finally possible.
- Let’s divide this to pieces. Notice the Publisher and Advertiser sides
- Advertisers should REALLY know their customers. This means CRM segmentations This mean knowing their motives This mean knowing which customer and customer segments has most potential Also you need to be able to recognize your customers from different channels This meand using your analytics tools Publishers should partner with advertisers to give the access to their audience segments. Perhaps combining advertiser segment to your own segmentation? Help advertisers to recognize their customers from you media (both current and potential)
- The right time: NOW! And also the time which is meaningful to the customer
- Advertisers: If you REALLY know your customers, you can tailor your message to them Publisher: If you know your own audience well enough you can educate advertiser how to talk to them in your media
- It actually contains these elements
- For our perpective this is User-Centric real-time advertising
- Components for user-centric real-time advertising (let’s leave marketing still out of it) Simple? Sound like it, but like said earlier you need different types of data combined to DMP able to connect to your target group dynamically (thus programmatic & DSP) and to give right message dynamically you should use dynamic html5 banners
- Sivustokävijädatan hyödyntäminen voidaan tehdä nopeasti ilman suoraan riippuvuutta muuhun tekemiseen. Mahdollistaa mainonnan kohdentamisen sekä sisältöjen suositukset.
- Combining adtech to martech