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DV 2016: The Top 10 - Tealium AudienceStream Use Cases

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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.

Published in: Technology

DV 2016: The Top 10 - Tealium AudienceStream Use Cases

  1. 1. © 2016 Tealium Inc. All rights reserved. | 1 The TOP 10 A Detailed Guide to AudienceStream Use Cases Chris Andres, Richard Morrow, Kyle Brierley
  2. 2. © 2016 Tealium Inc. All rights reserved. | 2 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
  3. 3. © 2016 Tealium Inc. All rights reserved. | 3 OMNICHANNEL
  4. 4. © 2016 Tealium Inc. All rights reserved. | 4 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
  5. 5. © 2016 Tealium Inc. All rights reserved. | 5 Top 5 Possible Use Cases 1. Message Timing 2. Engagement & Propensity 3. Content Strategy 4. Vendor Testing 5. Mobile / IoT
  6. 6. © 2016 Tealium Inc. All rights reserved. | 6 MESSAGE TIMING Messaging your customers at the optimal moment
  7. 7. © 2016 Tealium Inc. All rights reserved. | 7 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
  8. 8. © 2016 Tealium Inc. All rights reserved. | 8 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
  9. 9. © 2016 Tealium Inc. All rights reserved. | 9 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
  10. 10. © 2016 Tealium Inc. All rights reserved. | 10 ENGAGEMENT & PROPENSITY The Third Data Axis
  11. 11. © 2016 Tealium Inc. All rights reserved. | 11 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.
  12. 12. © 2016 Tealium Inc. All rights reserved. | 12 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
  13. 13. © 2016 Tealium Inc. All rights reserved. | 13 PUBLISHER STRATEGY Utilizing data for Content Strategy & Optimization
  14. 14. © 2016 Tealium Inc. All rights reserved. | 14 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
  15. 15. © 2016 Tealium Inc. All rights reserved. | 15 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
  16. 16. © 2016 Tealium Inc. All rights reserved. | 16 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
  17. 17. © 2016 Tealium Inc. All rights reserved. | 17 AS + IQ: VENDOR TESTING Incumbent vs. Challenger
  18. 18. © 2016 Tealium Inc. All rights reserved. | 18 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
  19. 19. © 2016 Tealium Inc. All rights reserved. | 19 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
  20. 20. © 2016 Tealium Inc. All rights reserved. | 20 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
  21. 21. © 2016 Tealium Inc. All rights reserved. | 21 MOBILE/IOT
  22. 22. © 2016 Tealium Inc. All rights reserved. | 22 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
  23. 23. © 2016 Tealium Inc. All rights reserved. | 23 Primary Use Cases ▪ Analytics Tracking ▪ Video Tracking ▪ Push Notifications ▪ In App Advertising ▪ Beacon Integration ▪ Content Modification ▪ Crash Testing ▪ Marketer Friendly Administration ▪ Segmentation
  24. 24. © 2016 Tealium Inc. All rights reserved. | 24 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
  25. 25. © 2016 Tealium Inc. All rights reserved. | 25 Q&A Tealium Digital Strategy Team
  26. 26. © 2016 Tealium Inc. All rights reserved. | 26 THANK YOU! Tealium Digital Strategy Team
  27. 27. © 2016 Tealium Inc. All rights reserved. | 27
  28. 28. © 2016 Tealium Inc. All rights reserved. | 28 NEXT GENERATION
  29. 29. © 2016 Tealium Inc. All rights reserved. | 29 Live Streaming Events Native Real-Time Ads: ▪ Sports League Apps ▪ Twitter streaming Thursday Night Football ▪ Live Concerts
  30. 30. © 2016 Tealium Inc. All rights reserved. | 30 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

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