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Data protection 2013
Friday 8 February
#dmadata
Supported by
Data works: connecting the data dotsThursday 17 July 2014, DMA House#dmadata
Welcome
Caroline Kimber, Head of data planning, VCCPme
#dmadata
Upcoming events
Wednesday 30 July – Free webinar: From marketing to a personalised customer experience – Register now
Wednesday 13 August – DMA Awards unplugged – Register now
Thursday 4 September – Real-time marketing: the new battleground for brands – Register now
8.30am Registration and refreshments 9.00am Welcome
Caroline Kimber, Head of data planning, VCCPme 9.10am Open data: opportunities, examples and pitfalls
Tim Drye, Managing director, DataTalk 9.35am Mobile and the big data question
Mark Brill, CEO & online director, Formation
10.00am Maybe it’s time to consider Facebook as a direct marketing channelJack Rands, Social media manager, Blinkbox
10.25am Questions 11.00am Closing comments
Caroline Kimber, Head of data planning, VCCPme
Agenda
Open data: opportunities, examples and pitfalls
Tim Drye, Managing director, DataTalk
#dmadata
Open Data:Opportunities, Examples and Pitfalls
Connecting the Dots…Tim DryeJuly 2014
OPPORTUNITIES
Trains, Rain or Pains?
Shoppers or Suits?
Live or Batch?
EXAMPLES
Sales Optimisation
Right place, right time
What’s your Crib?
PITFALLS
Impersonal
Open Access
Often free, rarely cheap
Open Data:An Opportunity for Exploration
Contact
Dr Tim DryeE: tim.drye@datatalk.co.ukTw: @timothydryeTe: 01480 210010M: DataTalk
– 1st Floor, Chapel House– Chapel Lane– St Ives PE27 5DX
Mobile and the big data question
Mark Brill, CEO & online director, Formation
#dmadata
Hello!Mark Brill
@brillthings[please make some big data]
What the hell is this guy looking at? The World or something?
- Phone by your bed?- Check it first or last thing?- Share your phone with anyone?
More photos shared than Facebook
More messages sent than SMS
comScore, US, April 2014
2 x more shares3 x more active
Facebook, 2013, (reported by TechCrunch)
1.67
How much is your data worth?
Jacopo Staiano, University of Trento, 2014
Active | Passive
Attribution
Passive Data
Presence Orb
Being Useful
What’s Next?
Mobile data is powerful.
It is also personal.Understand your users,
gain trust and be transparent.
Mark Brill@brillthingsmark@formatie.com
Maybe it’s time to consider Facebook as a direct marketing channel
Jack Rands, Social media manager, Blinkbox
#dmadata
MAYBE IT’S TIME TO CONSIDER FACEBOOK AS A DIRECT MARKETING CHANNELBY JACK RANDS
WHO AM I AND WHY AM I HERE?
WHAT AM I GOING TO TALK ABOUT?
• Why I’m focussing on Facebook
• Why I was sceptical about Facebook
• What’s changed about Facebook?
• Facebook’s advertising products
• Case studies from blinkbox
• The challenges with Facebook
• Summary
WHY I’M FOCUSSING ON FACEBOOK
• It’s the only social network which allows you to match your customers to its users
• Facebook is the social network I have the most experience working with
• And…
WHY I’M FOCUSSING ON FACEBOOK
1,280,000,000 monthly active users
WHY I WAS SCEPTICAL ABOUT FACEBOOK
• First it was Likes, then it was engagement and now it’s performance
• Facebook had a poor mobile strategy and was initially slow to adapt
• Initial tests we ran produced a very high CPA
WHAT’S CHANGED ABOUT FACEBOOK?
ORGANIC REACH
A MOBILE FIRST APPROACH
“We took a bad bet”
NEW ADVERTISING PRODUCTS
FACEBOOK’S ADVERTISING PRODUCTS
FACEBOOK’S BASIC TARGETING OPTIONS
CUSTOM AUDIENCES
You can use emails, phone numbers, Facebook IDs, App user IDs, Android’s advertising ID or Apple’s
Advertising Identifier (IDFA)
Your customer database
WEBSITE CUSTOM AUDIENCES
Facebook Ads Exchange (FBX)
Used to retarget customers and potential customers
Uses cookies
Bought through demand side platforms
Doesn’t utilise Facebook data
Available in right-hand side and newsfeed on desktop
Able to deliver dynamic creative
Website Custom Audiences
Used to retarget or exclude customers and potential customers
Matches to the user’s profile on Facebook
Bought directly through Facebook
Can use Facebook data to add layers of targeting
Available in right hand side and newsfeed on desktop, and on mobile
Can’t deliver dynamic creative
Can be used to create lookalike audiences
LOOKALIKE AUDIENCES
COMING SOON
• Purchase behaviour targeting
CASE STUDIES
BLINKBOX MOVIES
• Over a 3 month test in 2013 Facebook delivered a CPA which was below target and less than half the CPA of display over the same period.
• We are currently in the fourth week of a new test.
BLINKBOX MUSIC
• In the first month of activity Facebook delivered a cost-per-install 62% lower than other channels, and 55% lower than target.
• Since then Facebook has continued to perform well and has become a fundamental component of blinkbox Music’s direct response activity.
THE CHALLENGES WITH FACEBOOK
• The match rate with Facebook is only around 50% - 60% for emails
• It can be difficult to obtain enough scale with Custom Audiences and Lookalike Audiences
• Inflated bids around popular events can increase costs
• You will probably need to invest time and money to test and learn
SUMMARY
• Facebook is quickly developing new advertising products
• Facebook is not the solution to all your problems, it’s another potential channel
• It might be worth considering Facebook as a channel for direct marketing
Q&A
Caroline Kimber, VCCPmeTim Drye, DataTalkMark Brill, FormationJack Rands, Blinkbox
#dmadata
Closing comments from chair
Caroline Kimber, Head of data planning, VCCPme
#dmadata
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