Chris Andres and team, Tealium Tealium experts lead a dynamic, interactive discussion detailing the most compelling, impactful AudienceStream use cases. Drawing on their extensive customer experience in driving successful product deployments, the team explores the quickest wins in generating ROI with Tealium AudienceStream, and forward-looking uses that can drive marketing transformation this year and beyond.

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The TOP 10
A Detailed Guide to AudienceStream Use Cases
Chris Andres, Richard Morrow, Kyle Brierley

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Top 5 Common Use Cases
1. Unified & Optimized Ad Spend
2. Multi-channel Abandonment Retargeting
3. Site Personalization - Engagement & Conversion
4. CRM Enrichment
5. Omnichannel Enrichment

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OMNICHANNEL

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OMNICHANNEL
Types of Segments
▪ Demographics/Gender
▪ Location/Proximity
▪ Preferences
▪ Age
▪ Loyalty Offers
▪ Offline Segments
▪ In-Store Interaction
▪ Order History
▪ Lead Score
Analytics & Big Data
Unified Profile Use Cases

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Top 5 Possible Use Cases
1. Message Timing
2. Engagement & Propensity
3. Content Strategy
4. Vendor Testing
5. Mobile / IoT

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MESSAGE TIMING
Messaging your customers at the optimal moment

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Optimized Message Timing
Why it’s important
ExactTarget Study: 71% of people with a smartphone open their emails first
thing in the morning—but only a small fraction of them will actually make a
purchase or perform another meaningful action
Accenture Report: 87% of Consumers Use Second Screen Device While
Watching TV

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Optimized Message Timing
Understanding habits with data
What? When? How?
Read Content 8am Suggest content
Read Emails 12pm Offers & recommendations
Shopping 6pm SMS/Push notifications
Watching Sports 8pm 2nd screen targeting

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Optimized Message Sequencing
Sequence 2
Users who have clicked,
engaged, not converted
▪ Engagement
▪ Goal: Acquire user
PII, open email
communication
▪ Promote mid funnel
content
Sequence 3
Registered users,
expressed intent
▪ Conversion
▪ Goal: Contact sales
or request demo
▪ Promote bottom
funnel content and
sales communication
Sequence 1
New users, anonymous
users
▪ Branding
▪ Goal: Get users to
site and engage
▪ Promote high level
content

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ENGAGEMENT & PROPENSITY
The Third Data Axis

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X-Y-Z Axes
Creating dynamic first-party segments based on three dimensions
▪ X Axis – Demographic / Technographic
– Browser, location, device, time of day, etc.
▪ Y Axis – Behavioral & Contextual
– Favorite products, category affinities, types of
content consumed, etc.
▪ Z Axis – Engagement & Propensity
– Purchase ready indicators, funnel stage
content (top/mid/bottom), etc.

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Z Axis Detail
Defining the Z Axis
▪Identify “trigger” actions
▪Visually compare audience segments
▪Review current customer segments
▪Pre-Purchase Behavior
Z - Axis
Current CustomersAnonymous / No Activity

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PUBLISHER STRATEGY
Utilizing data for Content Strategy & Optimization

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Publisher Strategy
Trying to make sense of what works
▪ Many tactics make up the
concept of content marketing
▪ Let’s talk about on-site content
“your blog”
▪ The data points:
– Format
– Content Type
– Metrics
– Sharing

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Publisher Strategy
Optimizations
▪ Understand the data points
▪ Strategic content creation
▪ Relevant real-time personalization
▪ Monetize the content
Types of Segments
▪ E-book ‘How To’ readers
▪ Forum resources fans
▪ Inspiration image sharers
▪ ‘Ask the experts’ webinar viewers
Utilizing the data

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Publisher Strategy
Direct Sales
▪ Sell campaigns based on segments vs. classic tactics
▪ Testing & targeting 1st party segments
▪ Match client customer data to execute ABM strategy
▪ Monitor multi-channel segment performance
Programmatic
▪ Preferred Deals & Private Auctions
▪ Open RTB and publisher profiles
▪ Email hashing & cookie sync
▪ Programmatic guaranteed for highest value users
▪ Header Bidding - Map bid ranges to segments
Ad Targeting & Yield Strategy

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AS + IQ: VENDOR TESTING
Incumbent vs. Challenger

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VENDOR TESTING
Use your first-party data to drive performance & ROI
DSP Vendor Testing – Do’s & Dont’s
▪ Risk artificial price inflation due to bidding war & over saturated bid density
▪ Test both on full funnel, don’t delineate the user journey
▪ Create specific audiences for each DSP to use, for both retargeting and
prospecting
▪ For audience prospecting (look alike modeling) identify your most valuable
audience, and split it evenly for each DSP to replicate and amplify

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VENDOR TESTING
Use your 1st party data to drive performance & ROI
▪ Using Tealium iQ
– Throttle DSP 1 audience tag to fire on 70% of all site visits
– Throttle DSP 2 audience tag to fire on 30% of all site visits
– Add conversion pixels from both vendors
▪ Using AudienceStream
– Identify the DSP 1 retargeting audience using TiQ data source
– Identify the DSP 2 retargeting audience using TiQ data source
– Create high value audience 1 (70% of total) for DSP 1
– Create high value audience 2 (30% of total) for DSP 2

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VENDOR TESTING
Use your first-party data to drive performance & ROI
▪ Retargeting - Results and outcomes
– Each week track performance and allocate audiences toward the higher performer in
increments
▪ Adjust throttling in TiQ for each vendor
– Update creatives for both vendors to get more data and statistical significance
▪ Prospecting – Results and outcomes
– Watch and update your ”high value” audiences based on newly acquired users in
Audience Stream
– As a vendor performs on prospecting, allocate more of the high value audience to that
vendor in increments
– Use Audience Stream to start pushing less valuable segments to start modeling off of

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MOBILE/IOT

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Mobile / IoT
Campaign types / tactics
▪ Mobile push notifications leveraging beacons to drive in-store foot traffic
▪ Mobile geo-fencing conquest campaign
▪ Weather based, predictive marketing
▪ Connected cars, location based radio / mobile advertising
▪ Interactive Billboards
▪ POS System customer data

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Primary Use Cases
▪ Analytics Tracking
▪ Video Tracking
▪ Push Notifications
▪ In App Advertising
▪ Beacon Integration
▪ Content Modification
▪ Crash Testing
▪ Marketer Friendly Administration
▪ Segmentation

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Top 10 Use Cases: Summary
1. Unified & Optimized Ad Spend
2. Multi-channel Abandonment Retargeting
3. Site Personalization - Engagement & Conversion
4. CRM Enrichment
5. Omnichannel Enrichment
6. Message Timing
7. Engagement & Propensity
8. Content Strategy
9. Vendor Testing
10. Mobile / IoT

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Q&A
Tealium Digital Strategy Team

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THANK YOU!
Tealium Digital Strategy Team

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NEXT GENERATION

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Live Streaming Events
Native Real-Time Ads:
▪ Sports League Apps
▪ Twitter streaming Thursday Night Football
▪ Live Concerts

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Virtual Reality Opportunities
Facebook’s video creation tool that lets publishers and brands post
360-degree clips to their pages
▪ EA Sports & 2009 Obama Campaign
▪ Destination British Columbia