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Learning Objectives Define data-driven marketing and key challenges Discuss customer journeys across paid, earned and
owned media channels Explain data strategy and how data is utilised by
agencies, publishers and marketers in programmatic Provide examples of data-driven campaigns through
segmentation
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Who Am I?Marlene VicaireDigital Strategy Consultant12+ years experienceCreative and Media Solutions Programmatic AdvertisingData-Driven MarketingDynamic Creative Platforms
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Career Highlights2011: Account Manager, Razorfish - Publicis Group Aussie Home Loans Australian Mobile Awards "Financial
Information & Tools”
2013: Programmatic Marketing Director, DDB - Omnicom Group Silver ADMA Award for best Digital Platform: Telstra Always On Silver Effie Award for best Digital Platform: Telstra Always On
2015: Marketing Director APAC, RadiumOne Winner MSIX Award Best use of Neuroscience
2016: Founder, T-Shape Consulting PMP Consultant, Programmatic Solutions at eBay Speaker, Contexti Centre Of Excellence for Digital Digital Marketing Instructor, General Assembly
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DATA-DRIVEN MARKETINGCUSTOMER JOURNEYDATA STRATEGYPROGRAMMATICSEGMENTATION
What Is It?
“Data-driven marketing refers to the marketing insights and decisions that arise from the
analysis of data about or from consumers.” Financial Times
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MARKETINGBUDGET
$
Marketing As A Revenue Driver
RETURN ON INVESTMENT
$$$DATA
Capture, Analysis, Insights
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81.3% of global marketers describe
data as important to
their efforts; 59.3% call it “critical”
90.2% of global marketers say they’re focused on predictive
analytics and segmentation to better target and
engage key audiences
56.3% of global marketers said they upped their annual
data-driven marketing and
advertising expenditures
Source: The Global Review of Data-Driven Marketing and Advertising, GDMA and the Winterberry Group, 2014
Data Is The New Black
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Why Is It Important?
Data-driven marketing has evolved to become an integral
component of almost all advertising campaigns and
strategy.www.tshape.me
creates
informs
What Is The Process?
DATA
INSIGHTSSTRATEGY
CHANNELS
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Fragmented Data Sources Lead To Fragmented Messages
Loyalty
Social
Mobile
Store
Display
Website
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Provide Consistent, Personalised And Targeted Messages
How do you talk to your audience?What is the most compelling message?
Who is your audience? Are you engaging with the right audience?
When do you engage with your audience?Is there a specific timeframe to talk to them?
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Top Challenges
81% of organisations have problems achieving a single customer view.*
*Source: The 2016 Digital Marketer Report, Experian www.tshape.me
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Holly Grail: Single Customer View
DATA-DRIVEN MARKETINGCUSTOMER JOURNEYDATA STRATEGYPROGRAMMATICSEGMENTATION
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Brands Communicate Through Proliferating Channels
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ONLINE OFFLINE
OWNED
EARNED
PAID
WebsiteTablet app
Smartphone app
Mobile websiteDirect mail
Stores
Outdoor media
Print mediaTVDisplay advertising
Word of mouth
FacebookInstagram
SnapchatYouTube Online reviews
Paid search
Before: Linear Customer Journey
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*Source: McKinsey, The Consumer Decision Journey, 2009
Now: Circular Customer Journey
*Source: McKinsey, The Consumer Decision Journey, 2009
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Customer Don’t Experience “Channels”
customer journey
Research Product
Interact with Rich media Ad
Visit Website
Read Review
Is served a cool video
Purchase Product
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360° DEGREES
Single Customer View
Research Product
Purchase Product
Is served a cool video
Visit Website
Read Review
Interact with Rich media Ad
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What Does This Enable?
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OMNI-CHANNEL PERSONALISED EXPERIENCE
DATA-DRIVEN MARKETINGCUSTOMER JOURNEYDATA STRATEGYPROGRAMMATICSEGMENTATION
DATA-DRIVEN MARKETINGCUSTOMER JOURNEYDATA STRATEGYPROGRAMMATICSEGMENTATION
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Data SourcesFirst-party Second-party Third-party
Data collected directly by the organisation
A partner’s 1st party data
Aggregated data from other sources that can
be purchased• Website, mobile web, or
mobile app behaviour on owned and earned properties
• CRM/Data Warehouse• Transaction/POS• Call Centre• Media Performance
• Data shared between Fairfax and TEG Analytics
• Fairfax provides visitors data to TEG Analytics
• TEG Analytics provides purchase and interest data of Ticketek members to Fairfax
• Data purchased from providers like Experian Mosaic
• Demographic data• Spend-pattern data• Geographic data
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• Behaviour• 3rd party data• Browse habits• Singe device
• Customer data• Email address/social profile• Geographic• Product affinities• App usage• Cross device
With More Data Resolution Increases
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What Is The Solution?DATA MANAGEMENT
PLATFORM
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“A unified technology that intakes disparate first, second
and third party data sets, provides normalisation and
segmentation on that data and a allows a user to push the
resulting segmentation into live interactive channel
environments.” Forrester
How Does It Work?
SHOPPING CART
POS
CRM
WEB DATA
1.Data in 2. Logic, Organisation, Segmentation
3. Data Out
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Audience SegmentationMEDIA BUYING INSIGHTS
WEB ANALYTICS INSIGHTS
MEDIA PARTNERSHIPS INSIGHTS
DATA MANAGEMENT
PLATFORM
CUSTOMER INSIGHTS
Identifywho the person is
Identify what they’re
interested in
Identify where they are in the
purchase funnel
Determine what they’ve
previously purchased
Sweet Spot
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What Does This Enable?
Customer Acquisition- Product and Funnel
based site re-targeting- Cross-sell targeting
(rules-based & algorithmic)
- 2nd & 3rd Party data integrations
Customer Retention- CRM data- Survey/Net Promoter
Score (NPS) targeting
Unifying user profiles and audiences drives more accurate targeting including suppressing unqualified prospects or recent converters.
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Data Players
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DATA-DRIVEN MARKETINGCUSTOMER JOURNEYDATA STRATEGYPROGRAMMATICSEGMENTATION
Programmatic Data Everywhere
DISPLAY
VIDEOSOCIAL
MOBILE
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Data is digital. Digital is dataTop 5 promotional channels that captured most new or expanded budget:
Website/ecommerce content
Mobile
Social media
Online display
Paid search
...all native digital channels
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Programmatic Display Challenges
*Source: Adobe Symposium, 2016
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Programmatic Ecosystem
©T-
Shap
e Co
nsul
ting
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Media 2.0Contextual
Mass marketing generic messaging to all
Campaign-led based on assumed user journeys
Buy media space up font, pay set price regardless of
performance
Audience-based
Omni-channel customised relevant messaging
Always-on communications based on consumer needs
Relevant, dynamic optimisation of media buy,
payment based on performance
NEW MODEL
TRADITIONAL MODEL
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Media Buying
RTB-OPEN AUCTION
• Provides mass scale and reach using RTB as a backbone
• Allows for the management and access to media supply across the world’s RTB exchanges and networks
PRIVATE MARKETPLACE
• Allows buyers to run direct and Private exchange deals, applying all benefits of RTB
• Automated marketplaces
• Tag based marketplaces
• Provides backbone for premium program
PREMIUM SUPPLY
• Provides bespoke 1:1 access to traditional premium “class I” inventory across key portals and sites on a reserved buy basis
• Provides scaled access to premium supply through RTB mechanisms using an “always-on” approach
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Campaign Planning
TARGET
• Find new customers• Drive repeat
purchases• Influence hand-raisers
UNDERSTAND• Align offline and
online• Purchase and media
data• Leverage 3rd party
data• Create single view
MEASURE Online marketing
impact on product sales
Close the loop Test and learn
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INVENTORY• Publisher inventory• Network inventory• Private marketplace • Exchanges
Reach your audience
TARGETING• Contextual• Recency• Frequency• Geo, day part • Access device
(mobile, tablet etc.)• Mobile device
(Samsung, Apple etc.)• Keyword targeting
Find your audience
SEGMENTATION• Audience Segments• Demographic• Content consumption• Technology behavior
(platform, device, ISP)• Client & publisher
audience matching• Look a like modeling
Know your audience
Audience Planning
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DATA-DRIVEN MARKETINGCUSTOMER JOURNEYDATA STRATEGYPROGRAMMATICSEGMENTATION
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What Agencies Want To Know? Clear Data Origin – Is it deterministic and / or probabilistic data?
For example: Does the data come from people logging in and sharing their personal information or is this guessed by looking at their browsing history?
Data Classification Methodology – What are the rules of classification?
For example: why do they put a user in Segment X (e.g. male) instead of Segment Y (e.g. female)?
Data Validation Process – How do you validate your data?
For example: what principles are in place to test for accuracy of audiences?
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Segmentation StrategiesA segment strategy requires you to understand:
Online OR
Offline
First Party, Second Party
OR Third Party
Rules BasedOR
Algorithmic
PredictiveOR
Descriptive
DATA SOURCE METHOD OF COLLECTION
SEGMENT PROCESS
RESULTING SEGMENT
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Targeting Exclusions If someone who was targeted based off attitudinal data
using targeting data into a DSP or third party data in a DSP, and has seen a certain creative, then apply exclusions based on exposures or engagements with creative.
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CRM Based Targeting You have the ‘what’ signals (what are users doing on your
digital properties) and the ‘who’ signals (CRM data containing age gender, NBO, churn Potential, loyalty status, product owned) that you now combine to create a segment that you can activate across programmatic display
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$2,999 From Sydney
Frequency Capping When building a segment, you can apply recency and
frequency based filters.
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Cross Sell Once you have a combined segment of behavioural
and descriptive data, you will see segments qualifying for next best offer available for you to target at the right stage.
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Retargeting You searched for a sector, a destination or a hotel
property only to see those ads follow you on the internet.
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Web Behavioural Targeting Combining either data that’s coming in from a third
party data provider which is tied to behavioural or predictive signals, or its based on signals from your own website.
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Dynamic Creative Dynamic Creative- Dynamic creative is a topic in itself
which allow for real time decisioning to render a creative based off data coming in and a segment qualifying for some pre determined logic.
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Sequential Messaging Target a segment by using the ad impression data as an inbound
data source to change the targeting message after a certain amount of ad exposures.
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KEY TAKEAWAY
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Audience-Based Marketing Enables Better Results Data-driven marketing helps marketers get single customer view
Understanding the customer journey leads to more relevancy
DMPs help collect, organise and activate multiple data sources
The more data points, the more precise your audience segment is
Programmatic advertising enables 1:1 conversation with customers
Through multiple segmentation and targeting strategies
Resulting in better return on investment
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Credits And Additional Resources http://blogs.teradata.com/darryl-mcdonald-temp/back-to-basics-the-
definitions-of-data-driven-marketing-and-analytics/
http://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/the-new-consumer-decision-journey
https://hbr.org/2015/10/the-best-data-storytellers-arent-always-the-numbers-people
http://blog.stackadapt.com/native-advertising-glossary http://www.mediapost.com/publications/article/275711/how-to-sell-p
rogrammatic-advertising.html
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