Evolution from traditional bulk buying to one2one Single, expensive, pressure-to-be-flawless mass-blast ad unit to personalised, multiple, more cost-effective, ad units to various individuals Creativity lies in the logic behind the ad unit the more creative, data-driven the logic, the more effective the ad unit is in driving conversions
BA case study
A/B testing — check with Anne/AMs for diff banner sizes/formats + their CTRs
Some of you may be thinking this is a message since day one of the internet.
In fact, it’s todays messaging Without a customer-centric approach,
It still could be data oriented but without customer centric data it can lead to the worst sort of digital marketing
2 reasons for the need for hyper relevance
1: Ad blockers
2: Changing customer journey
Not long ago, the customer journey was simple, straightforward and most importantly to us, PREDICTABLE
Customer would be stimulated, then they’d but, then they’d use / consume
Then repeat cycle
And although this beautifully old image oversimplified this point, you get the point
Customers would want something, go and buy it, occasionally be tempted by something else, but again, they’d buy it
Vs Shopping now….
With the rapid advancement in technology, digital touch points are outgrowing physical ones.
The customer journey is no longer as simple as it once was.
There is more importance on each of those communications to “get it right”.
With an Explosion in data sources, retailers or brands are struggling to know what data is relevant and how to create value from it.
More importantly, how do you make all this data join up, so the end results appears seamless to the customer
Eg the most relevant and personalised media possible, all of the time
“all of this tells us that….” Read the slide
But data driven or programmatic buying of course assists
It helps reach exactly the right consumers with the right content at the right time.
Move away from using content as a proxy to advertise towards targeting the user
If you can manage all of this, what does this all morph into.
By enabling data-driven personalisation, marketers can connect the dots online and offline to create a rich, accurate and actionable perspective of the customer.
Yes, this may take time but as I’ve shown today, customers demand it, and media allows for it
Programmatic is the beginning and it need not just be seen as an online solution, but now an on and offline solution giving you a true 360 degree perspective of your customer.
So, lets go back to where I started ‘Fuck the line’ start joining your customer up today
With all the hype around it, many might think that big data is the answer to their omnichannel problems, but in fact, big data can be a big dilemma. That's why we recommend advertisers to start with the data they already have, that's already structured and maybe not being put to good use to drive seamless marketing. We call it smart data.
Everyone in this room knows the customer online, and you think you know how to influence them – you’re E-Tailers, after all.
But even this space can be incredibly complicated if you think about all the variables that exist here today, the picture is already fragmented at best.
5 years ago the world online was simple; display, affiliates, search and mail.
Now this still all exists but the consumer is inundated with offers, capability, search functionality, likes, dislikes, favorites, tweets, recommendations, some via iPad, some on desktop….
Well, Programmatic media arrived some 5 years ago – data and science to a buying world
Started with RTB, then got more scientific
Emergence of DSP’s, DMP’s the data world shifted
changed the way media is bought, sold and personalized.
As more touch-points are digitized / get a unique identifier, we will see even more touchpoints purchased programmatically
and more media in general becoming programmatic
Reaching individual users with an individual message at scale
If you can do that and you believe that having a plan that genuinely focuses on one to one marketing is a reality, you can succeed.
Talking to each with relevant and personliased media all the time
Delight not frustrate them with media
Of course, don’t over complicate, Start with channels that are capable
Of course To do this you must understand that smart data we referenced earlier
Data has dozens of touch points
From 1st party to 3rd party
Individual to household
Social to in store
All is key you collate, interpret and digest, without ever losing sight of the fact there’s a customer or potential customers behind all of this
So ultimately If you want to gain market share
Or retain markets share
I belive that ….”Understanding…” read slide
Without this, how do you converse with existing or would be customers?
In most cases it is no longer relevant to deliver a standard message across all users. Brands need to be communicating specific messages to individuals.
what are we actually personalizing in the messaging?
Some very simple examples of Programmatic messaging It needs to be a user individual messaging
A bit about the partnership:
PLEASE NOTE: This the the British Airways case study. We CANNOT use the logo on the slides, but you can mention it verbally when discussing with a customer.
In late 2013, British Airways (BA), approached performance marketing agency iProspect with a strategy to develop and execute a more user-individual display campaign. At the time, BA subscribed to another remarketing supplier. however, the leading airline sought after a specific display solution: it had to be clean, it had to be customer-centric and it had to complement their existing strategy of attracting customers with intelligent prospecting through to conversion.
The Challenges: Improve ROI Maintain sustainable marketing costs Optimise to meet segment-specific targets Manoeuvre through complex tag management
No one can leverage first party data more effectively than the data owner. Smart data is a gold mine of opportunity and when put to use effectively, will differentiate the competitors of today from the winners of tomorrow
Customers searching for flights departing within a week tend to book short-haul, domestic flights. These flyers tend to be more decided on their purchases and closer to conversion. Sociomantic’s data-driven bidder then calculates relatively lower bids for this customer segment, making the most of a smaller investment and increasing profit margin for the flights booked within this segment.
Meanwhile, customers on the other side of the spectrum searching for flights departing in 6 weeks or more tend to book long-haul services. These flyers are less decided on purchase, often in consideration phase (middle-funnel). Sociomantic’s bidder calculates relatively higher bids for this customer segment, making a larger investment than in lower-funnel segments in order to move these customers further down the purchase funnel.
BA’s dynamic display portfolio was segmented on three dimensions to drive maximum campaign efficiency and effectiveness: by country by channel (standard display versus Facebook display) And by departure-date segments.
The Power of Automated Creativity
The Power of
To whom it may concern,
I don’t know who you are or
what you care about, but I
want to sell you something,
even if you don’t want it.
Dear Valued Customer,
I don’t know your name or
what you care about but I’d
like to sell you something.
Happy birthday! Here’s a
special 20% off gift voucher
for that jumper you wanted.
The customer journey used to be simple!
products inform me
Finding the right customer, in the
right place, at the right time, with
the right message is now more
complex than ever before.
Creative is now understanding the
art and science of using data and
programmatic to create a
seamless narrative of interactions
with your brand.
Wherever your customers are
I’ve been searching
flights to Hawaii.
I really want a red
I would like to apply for a
new credit card…
Global airline: top 5 for international travel worldwide
• Customised communications across all
• Deliver smart segments based on first
• Optimize towards post-click eCPA
• Cross-channel (desktop, mobile & FBX)
• Ensure flight load factors are maintained
We looked to 1st-party data to
make smart decisions
departure date behaviours
0-1 week 1-2 weeks 2-4 weeks 4-6 weeks 6+ weeks
Decided on Purchase Purchase Consideration
Country ChannelDeparture Date
Real-time user segments
Inventory “load factor” management
Creative decisions that promote
flights that are undersold.
Determine which users may be
price sensitive, push unsold seats.
A B C D E F G H I J
Mumbai, India –
Dep. 29 August
- Jain Food
- Speedy Boarding
- Extra leg room
Mumbai – London
Mumbai – Singapore
Mumbai – Bangkok
Mumbai – Paris
+ similar offers
- Departure date
- +/- 1 days
- Price comparisons
- Product variations
All feed into the communication engine
to deliver real-time offers based on the user
Results: 8-month period
33% 14k -68%
14,000 sales eCPA