Addressable Audience Planning and OptimizationMerkle
This document discusses optimizing the customer experience through addressable audience planning. It emphasizes taking a customer-first approach by segmenting audiences based on key currencies like lifecycle stage and customer value. This enables creating targeted experience blueprints and media plans tailored for each audience segment. The optimization process involves connecting these audience insights to all customer touchpoints through contact governance, currency connectivity, and unified testing. The goal is a highly personalized customer journey across channels through centralized and automated optimization based on individual behavior and attributes.
Addressable Audience Planning and OptimizationMerkle
This document discusses optimizing the customer experience through addressable audience planning. It emphasizes taking a customer-first approach by segmenting audiences based on key currencies like lifecycle stage and customer value. This enables creating targeted experience blueprints and media plans tailored for each audience segment. The optimization process involves connecting these audience insights to all customer touchpoints through contact governance, currency connectivity, and unified testing. The goal is a highly personalized customer journey across channels through centralized and automated optimization based on individual behavior and attributes.
Back to-school spending grows as parents restock, replenish children’s needs中文互联网数据研究资讯中心--199it
The document is a survey of 8,509 adults in the United States conducted in July 2012 about back-to-school shopping. Some key findings include:
- 31% of respondents have children aged 6-17 living in their household.
- Respondents plan to spend an average of $258 on clothing, $139 on shoes, and $100 on school supplies.
- Most shopping (67%) will be done at discount stores, with department stores, clothing stores, and online also being popular options.
- Nearly half of respondents (48%) will begin shopping 3 weeks to 1 month before school starts.
This document discusses how the economics of online advertising are affected by the supply and demand of digital ad impressions. It argues that treating all delivered ad impressions as equal creates an oversupply that depresses prices. By focusing on viewable impressions, the supply becomes limited like other media, and scarcity is reestablished. This benefits publishers by allowing them to charge prices more reflective of the true value provided to advertisers, increasing revenue potential for publishers. Overall, shifting to viewable impressions as the currency improves ad effectiveness measurement and creates a win-win scenario for advertisers, consumers, and publishers.
The document summarizes a study that analyzed how demographic-based TV media plans perform for key consumer packaged goods (CPG) brands. The study found that demo-based plans are inefficient, as they reach all buyer groups equally regardless of their value to brands. On average, brands wasted 30% of exposures on households that did not participate in their categories. Only 15% of exposures reached households that accounted for 80% of sales. Demographics are a poor surrogate for purchasing behavior, as over half of sales fell outside the largest demographic groups used for targeting. The findings suggest media plans should transition from demographic targeting to purchase-based audience buying to improve efficiency.
The document summarizes key developments in the 4-year history of the Apple App Store:
- The number of available apps has grown from 500 at launch to over 650k currently, though 334k apps have also been removed.
- The US initially dominated downloads but has lost some share to growing Asian markets like China and Japan in recent years.
- While total downloads increased, average downloads per app among the top 200 has declined from 15.4 to 8.4 as the store has become more fragmented.
- Revenues have grown due to the rise of in-app purchases, now generating 68% of revenue among top grossing apps compared to 7% four years ago.
Automobiles are a top driver of internet advertising. Cars increased their internet advertising spending by 80.2% in the period from January to April 2012, making them the fourth largest advertising product group online. Audi increased its advertising spending the most of any automaker, nearly doubling its expenditures and focusing on promoting the A1 and A4 models. Mobile display advertising for cars has also grown significantly.
Comscore media metrix ranks top 50 u.s. web properties for june 2012中文互联网数据研究资讯中心--199it
1) According to a June 2012 report by comScore, travel and retail websites saw increased traffic as summer began, with Americans booking travel and purchasing items for summer activities.
2) Top gaining categories included travel sites like hotels and cruises, as well as retail sites for sports/outdoor, toys, and tickets.
3) The top 50 overall websites included Google, Yahoo, Microsoft, Facebook and Amazon, while fast growing sites included Zynga and The Mozilla Organization.
The document discusses how retailers are working to enhance the customer experience in response to changing customer behaviors and expectations. A survey found that within five years, over 40% of retailers expect to provide personalized product details and coupons to customers based on location. Over 50% of transactions are expected to be completed via mobile. The primary drivers for retailers to invest in new technologies are improving customer service (51%) and keeping pace with competition (22%). The document argues that retailers must provide seamless omnichannel experiences to meet rising customer expectations of having information and options available both online and in physical stores.
1) "Next generation" retailers like flash sale sites dominate traditional online retailers in growing customer lifetime value in a customer's first year, capturing 385% of a customer's first month's spending on average compared to 94% for traditional retailers.
2) Customers of daily deal, group buying, and flash sale sites purchase nearly twice as frequently on average than customers of traditional online retailers, with 49-52 days between purchases compared to 89 days.
3) However, purchases from traditional online retailers are over 50% larger on average than from "next generation" retailers, at $105 compared to $61-82.
The study found that (1) Fortune Global 100 companies are mentioned over 10 million times per month on social media, primarily on Twitter, (2) social media usage among these companies has grown significantly in recent years as more create accounts and engage with users, and (3) companies are increasingly creating original content and multiple specialized accounts to target different audiences and regions on diverse platforms like Twitter, Facebook, YouTube, Google+, and Pinterest.
This document summarizes key online advertising trends from April to June 2012. It finds that while click volumes and costs increased year-over-year in the US, click-through rates were maintained. Google maintained its majority share of search traffic and spending. Exact matching of keywords grew and improved metrics over broad matching. Performance varied by industry, with trends shown for auto, business to business, education, finance, healthcare, retail, and travel. Targeting of mobile devices like smartphones and tablets is showing promise as their use increases.
This document summarizes data from a 2011 survey of over 3,800 respondents regarding social media sponsorships. Some key findings:
- 51.5% of marketers have compensated social media publishers for sponsored content.
- Marketers value a sponsored blog post at $114 on average and a sponsored tweet at $63.
- 51.5% of social media publishers have accepted compensation for sponsored content, though 77.1% dislike offers with no compensation.
- Publishers value a sponsored blog post at $190 on average, feeling their personal blogs are worth more than marketers calculate.
This document discusses the opportunities presented by big data for international development. It notes that innovations in technology have led to an explosion in the quantity and diversity of digital data being generated in real-time. This data holds potential to track development progress and understand how policies impact vulnerable populations. However, turning large and complex digital datasets into actionable information requires using computational techniques to identify trends and patterns. While big data presents opportunities, questions also remain regarding its analytical value, policy relevance, and privacy implications when used in development contexts. Overall, big data could complement traditional data sources and help narrow information gaps, but human expertise is still needed to properly analyze and interpret digital data.
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Back to-school spending grows as parents restock, replenish children’s needs中文互联网数据研究资讯中心--199it
The document is a survey of 8,509 adults in the United States conducted in July 2012 about back-to-school shopping. Some key findings include:
- 31% of respondents have children aged 6-17 living in their household.
- Respondents plan to spend an average of $258 on clothing, $139 on shoes, and $100 on school supplies.
- Most shopping (67%) will be done at discount stores, with department stores, clothing stores, and online also being popular options.
- Nearly half of respondents (48%) will begin shopping 3 weeks to 1 month before school starts.
This document discusses how the economics of online advertising are affected by the supply and demand of digital ad impressions. It argues that treating all delivered ad impressions as equal creates an oversupply that depresses prices. By focusing on viewable impressions, the supply becomes limited like other media, and scarcity is reestablished. This benefits publishers by allowing them to charge prices more reflective of the true value provided to advertisers, increasing revenue potential for publishers. Overall, shifting to viewable impressions as the currency improves ad effectiveness measurement and creates a win-win scenario for advertisers, consumers, and publishers.
The document summarizes a study that analyzed how demographic-based TV media plans perform for key consumer packaged goods (CPG) brands. The study found that demo-based plans are inefficient, as they reach all buyer groups equally regardless of their value to brands. On average, brands wasted 30% of exposures on households that did not participate in their categories. Only 15% of exposures reached households that accounted for 80% of sales. Demographics are a poor surrogate for purchasing behavior, as over half of sales fell outside the largest demographic groups used for targeting. The findings suggest media plans should transition from demographic targeting to purchase-based audience buying to improve efficiency.
The document summarizes key developments in the 4-year history of the Apple App Store:
- The number of available apps has grown from 500 at launch to over 650k currently, though 334k apps have also been removed.
- The US initially dominated downloads but has lost some share to growing Asian markets like China and Japan in recent years.
- While total downloads increased, average downloads per app among the top 200 has declined from 15.4 to 8.4 as the store has become more fragmented.
- Revenues have grown due to the rise of in-app purchases, now generating 68% of revenue among top grossing apps compared to 7% four years ago.
Automobiles are a top driver of internet advertising. Cars increased their internet advertising spending by 80.2% in the period from January to April 2012, making them the fourth largest advertising product group online. Audi increased its advertising spending the most of any automaker, nearly doubling its expenditures and focusing on promoting the A1 and A4 models. Mobile display advertising for cars has also grown significantly.
Comscore media metrix ranks top 50 u.s. web properties for june 2012中文互联网数据研究资讯中心--199it
1) According to a June 2012 report by comScore, travel and retail websites saw increased traffic as summer began, with Americans booking travel and purchasing items for summer activities.
2) Top gaining categories included travel sites like hotels and cruises, as well as retail sites for sports/outdoor, toys, and tickets.
3) The top 50 overall websites included Google, Yahoo, Microsoft, Facebook and Amazon, while fast growing sites included Zynga and The Mozilla Organization.
The document discusses how retailers are working to enhance the customer experience in response to changing customer behaviors and expectations. A survey found that within five years, over 40% of retailers expect to provide personalized product details and coupons to customers based on location. Over 50% of transactions are expected to be completed via mobile. The primary drivers for retailers to invest in new technologies are improving customer service (51%) and keeping pace with competition (22%). The document argues that retailers must provide seamless omnichannel experiences to meet rising customer expectations of having information and options available both online and in physical stores.
1) "Next generation" retailers like flash sale sites dominate traditional online retailers in growing customer lifetime value in a customer's first year, capturing 385% of a customer's first month's spending on average compared to 94% for traditional retailers.
2) Customers of daily deal, group buying, and flash sale sites purchase nearly twice as frequently on average than customers of traditional online retailers, with 49-52 days between purchases compared to 89 days.
3) However, purchases from traditional online retailers are over 50% larger on average than from "next generation" retailers, at $105 compared to $61-82.
The study found that (1) Fortune Global 100 companies are mentioned over 10 million times per month on social media, primarily on Twitter, (2) social media usage among these companies has grown significantly in recent years as more create accounts and engage with users, and (3) companies are increasingly creating original content and multiple specialized accounts to target different audiences and regions on diverse platforms like Twitter, Facebook, YouTube, Google+, and Pinterest.
This document summarizes key online advertising trends from April to June 2012. It finds that while click volumes and costs increased year-over-year in the US, click-through rates were maintained. Google maintained its majority share of search traffic and spending. Exact matching of keywords grew and improved metrics over broad matching. Performance varied by industry, with trends shown for auto, business to business, education, finance, healthcare, retail, and travel. Targeting of mobile devices like smartphones and tablets is showing promise as their use increases.
This document summarizes data from a 2011 survey of over 3,800 respondents regarding social media sponsorships. Some key findings:
- 51.5% of marketers have compensated social media publishers for sponsored content.
- Marketers value a sponsored blog post at $114 on average and a sponsored tweet at $63.
- 51.5% of social media publishers have accepted compensation for sponsored content, though 77.1% dislike offers with no compensation.
- Publishers value a sponsored blog post at $190 on average, feeling their personal blogs are worth more than marketers calculate.
This document discusses the opportunities presented by big data for international development. It notes that innovations in technology have led to an explosion in the quantity and diversity of digital data being generated in real-time. This data holds potential to track development progress and understand how policies impact vulnerable populations. However, turning large and complex digital datasets into actionable information requires using computational techniques to identify trends and patterns. While big data presents opportunities, questions also remain regarding its analytical value, policy relevance, and privacy implications when used in development contexts. Overall, big data could complement traditional data sources and help narrow information gaps, but human expertise is still needed to properly analyze and interpret digital data.
The document is a survey conducted by Global Advisor on social media usage. It provides the following key information:
- The survey received responses from 19,271 individuals across various countries and demographics.
- 35% of respondents indicated they would rather be tech savvy, while 65% said they would rather be people savvy.
- The results are broken down by factors like gender, age, income level, employment status and country to show variations in preferences across different groups.
Holiday ecommerce sales in 2011 saw a 15% increase over 2010, showing strong consumer spending online. Merchants have adapted by embracing mobile commerce, with more having mobile-optimized sites and apps. Social media usage is also growing, with Pinterest seeing a rise in merchant activity. Merchants are also leveraging marketplaces more for prospecting and promotions, though some worry about losing control of customers. Overall, merchants are adapting well to changing consumer behaviors across channels.
The document summarizes key findings from the 2012 RIS/Cognizant Shopper Experience Study, which surveyed over 2,100 shoppers. It finds that while most purchases still occur in physical stores, shoppers want personalized in-store experiences. Retailers need to focus on the basics like competitive pricing and knowledgeable employees, while differentiating themselves through loyalty programs and cross-channel personalization. Shopper expectations vary between consumable and specialty products. Overall, retailers must reshape their strategies and stores to provide personalized solutions in order to keep shoppers from showrooming or buying elsewhere.
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在投放过程中及时了解广告衰减
喜爱度
Likeability Linkage 购买意向
Purchase Interest Linkage
70% 5 0 0
60%
50%
累计投放数量（收视点）
40%
30%
20%
10%
0% -
月份
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display ed.
如何提升电视广告表现
Nielsen IAG analyzed: Factor Contribution To General Recall
1,500 Food and Beverage (less alcohol) brands， 100,000 ad， placements， 30,000
ads
9. This image cannot currently be
display ed.
通常，15秒的广告与30秒广告效果一样
76% 71% 76%
62% Index
47% 46% 200
回忆 品牌联系 信息联系 千人成本
广告A：15秒 广告A：30秒
10. 在有鱼的地方钓鱼
节目类型 A 节目类型 B
回忆
34%
20%
% GRPs
6%
15%
11. 广告段位的影响
9.7% 9.4% 品牌回忆提升%
6.6%
5.9%
4.7%
2.8%
2.2% 1.9%
1.3%
0.6%
Multi‐spotting Quality of Presence of Multi‐spotting Less Less Fewer ads in # 1 position in First pod Hybrid in pod
(same preceding ad billboard (same ad) commercial competitive pod pod
product) time ads
13. 植入广告提升广告表现
无配合 配合混合 配合植入
34%
30%
26% 26%
23%
19% 18%
14% 15%
广告回忆 信息回忆 喜爱度
Nielsen Brand Effect (IAG), 9.20.10 – 3.21.11, P13+
Limited to Prime, Non-sports Programming. Regular Show; Limited to same brands within net
14. 配合互联网投放
电视+互联网
TV + Online Exposed 电视
TV Only Exposed
56% +22%
46% +50%
42% +67%
35%
+67%
28%
25%
21%
15%
广告回忆 品牌回忆 信息回忆 喜爱度
Nielsen Brand Effect (IAG), 9.20.10 – 7.31.11, A18+
Green arrows indicate a positive difference
Dual Platform is limited to those exposed within the previous 7 days to TV + Online Video; Limited to same campaigns for both TV +
Online Exposed and TV Only Exposed; TV+ Online Exposed sample:18,165; TV Only Exposed sample: 4,587,549
