Digiday Agency Summit TechTalk October 2012

Big Data in the Upper Funnel: How Custom Audience Targeting Improves New Customer Lifetime Value Jeremy LonginottiChief Revenue Officer@jkingl

Tuesday, April 30, 13

Confidential & Proprietary

The Big Bang Explosion of Online Marketing Data

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The Big Bang Explosion of Online Marketing Data

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3rd Party Data1% Signal99% Noise

Challenge: Finding theright data for targeting?



Align Targeting Data with Campaign Objectives



Converting Close Existing Demand

Search, Behavioral & RetargetingIN-MARKET

Prospecting Stimulate New Demand

Contextual & Demo TargetingEmail Campaigns

PROFILE + CONTEXTUAL

Align Targeting Data with Campaign Objectives

WHODATA

WHATDATA

BrandingBuild Future Demand

SponsorshipsPROFILE



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Risk Adverse19%

Just the basics22%

Needs Advice14%

Undiversified26%

Experienced19%

Financial Services Example of Existing Customer Segments

Detailed segment profiles...

...but how can I target new prospects based

upon a profile description?

Using Existing Customer Segmentations to Target



Demos Alone Are Inconsistent and Lack Scale

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Can your target be precisely defined by just

a couple of demos?




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Income: $100k - $199k46,000,000 Users

Home Value < $400k62,000,000 Users

Age: 20-3937,000,000

Users

TotalPopulation


a couple of demos?




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AddressableAudience2,300,000

Income: $100k - $199k46,000,000 Users

Home Value < $400k62,000,000 Users

Age: 20-3937,000,000

Users

TotalPopulation

2.3M


a couple of demos?

Less than 30% of impressions reached

the correct audience using demographic targeting

*”Building Brands in a Cross Platform World”, Nielsen white paper, November 2011.



Prebuilt Clusters Are Inaccurate and Wasteful

Start with yourdesired population

Buy media that over-indexes on

selected clusters

See where pre-built clusters overlap

Cluster CodeYoung & Digital

Country SquaresWinner’s AlwaysExecutiveGod’s HamletKids & SidewalksBright LightsSweet HomesSporty SpiceMovers & MakersUpward HeadedFast-TrackersFriars and SquiresPickup DaddiesSoccer Momma’s



Prebuilt Clusters Are Inaccurate and Wasteful

Start with yourdesired population

Buy media that over-indexes on

selected clusters

See where pre-built clusters overlap

Cluster CodeYoung & Digital

Country SquaresWinner’s AlwaysExecutiveGod’s HamletKids & SidewalksBright LightsSweet HomesSporty SpiceMovers & MakersUpward HeadedFast-TrackersFriars and SquiresPickup DaddiesSoccer Momma’s

Only 44% of impressions reached their correct target when buying media on the

basis of site composition indices.*”Building Brands in a Cross Platform World”, Nielsen white paper, November 2011.



Right Signal Is a Combination of Data Factors

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Right Signal Is a Combination of Data Factors

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Accurately defining the segment

requires the right data in the right

proportions

TruSignal uses Big Data and

analytics to find the right signals

✦ Value of Home✦ Household income✦ Ethnicity✦ Purchases: clothes, manicures✦ Age✦ Interest: computers, finance✦ Revolving credit card debt

Top Data Factors



TruSignal Custom Approach = Accuracy & Scale

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Target High Value New Customers

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Target High Value New Customers

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Eliminate 80% of wasted impressions and focus marketing dollars on high value new customers



Premium Publishers

Activate custom audiences directly within DoubleClick

for Publishers

Mobile

DoubleClick for Publishers

Trading DesksAD AGENCY

INDEPENDENT

Widely Distribute Your Audience

Ad Networks

DSP’s

Top Portals

RTB Exchanges

Video

AUDIENCE POOL



Case Study: Life Insurance Broker

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Client Challenge:• Generate new high value life insurance policies with acceptable ROI from display advertising

TruSignal Solution:• Custom audience to reach online consumers who look like the most profitable customers

• Implemented view-through campaign attribution to measure subsequent lower-funnel activity• Ran a 60-day campaign utilizing three ad sizes, creative concepts and a proven landing page



Case Study: Life Insurance Broker

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Before

Before

After

After

100%Increase

60%Increase

Lead-to-Conversion Rate Avg. Premium Amount of New Customer Policy

Client Challenge:• Generate new high value life insurance policies with acceptable ROI from display advertising

TruSignal Solution:• Custom audience to reach online consumers who look like the most profitable customers

• Implemented view-through campaign attribution to measure subsequent lower-funnel activity• Ran a 60-day campaign utilizing three ad sizes, creative concepts and a proven landing page

High Value Customers



Customized Approach Yields Precision & Scale

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Scalable– A custom-built audience can incorporate over 100 different predictive data attributes and still maintain large scale.




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Accurate –Eliminate up to 80% of wasted impressions by focusing on the right audience for your product or brand.





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100% Custom –Why buy someone else’s audience, when you can target your own?

Accurate –Eliminate up to 80% of wasted impressions by focusing on the right audience for your product or brand.




Thank You!

Discover Your Ideal Audience

[email protected] twitter: @trusignal


http://www.tru-signal.com

http://www.tru-signal.com

mailto:[email protected]

mailto:[email protected]

Digiday Agency Summit TechTalk October 2012

Business

Transcript of Digiday Agency Summit TechTalk October 2012