Digiday Agency Summit TechTalk October 2012

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Transcript of Digiday Agency Summit TechTalk October 2012

  • 1. Big Data in the Upper Funnel:How Custom Audience TargetingImproves New Customer Lifetime ValueJeremy LonginottiChief Revenue Officer@jkinglTuesday, April 30, 13
  • 2. Big Data in the Upper Funnel:How Custom Audience TargetingImproves New Customer Lifetime ValueJeremy LonginottiChief Revenue Officer@jkinglTuesday, April 30, 13
  • 3. Confidential & ProprietaryThe Big Bang Explosion of Online Marketing Data2Tuesday, April 30, 13
  • 4. Confidential & ProprietaryThe Big Bang Explosion of Online Marketing Data23rd Party Data1% Signal99% NoiseChallenge: Finding theright data for targeting?Tuesday, April 30, 13
  • 5. Confidential & ProprietaryAlign Targeting Data with Campaign ObjectivesTuesday, April 30, 13
  • 6. Confidential & ProprietaryConvertingClose Existing DemandSearch, Behavioral & RetargetingIN-MARKETProspectingStimulate New DemandContextual & Demo TargetingEmail CampaignsPROFILE +CONTEXTUALAlign Targeting Data with Campaign ObjectivesWHODATAWHATDATABrandingBuild Future DemandSponsorshipsPROFILETuesday, April 30, 13
  • 7. Confidential & ProprietaryConvertingClose Existing DemandSearch, Behavioral & RetargetingIN-MARKETProspectingStimulate New DemandContextual & Demo TargetingEmail CampaignsPROFILE +CONTEXTUALAlign Targeting Data with Campaign ObjectivesWHODATAWHATDATABrandingBuild Future DemandSponsorshipsPROFILETuesday, April 30, 13
  • 8. Confidential & Proprietary4Risk Adverse19%Just the basics22%Needs Advice14%Undiversied26%Experienced19%Financial Services Example ofExisting Customer SegmentsDetailed segment profiles......but how can I targetnew prospects basedupon a profiledescription?Using Existing Customer Segmentations to TargetTuesday, April 30, 13
  • 9. Confidential & ProprietaryDemos Alone Are Inconsistent and Lack Scale5Can your target beprecisely defined by justa couple of demos?Tuesday, April 30, 13
  • 10. Confidential & ProprietaryDemos Alone Are Inconsistent and Lack Scale5Income: $100k - $199k46,000,000 UsersHome Value < $400k62,000,000 UsersAge: 20-3937,000,000UsersTotalPopulationCan your target beprecisely defined by justa couple of demos?Tuesday, April 30, 13
  • 11. Confidential & ProprietaryDemos Alone Are Inconsistent and Lack Scale5AddressableAudience2,300,000Income: $100k - $199k46,000,000 UsersHome Value < $400k62,000,000 UsersAge: 20-3937,000,000UsersTotalPopulation2.3MCan your target beprecisely defined by justa couple of demos?Less than 30% ofimpressions reachedthe correct audience usingdemographic targeting*Building Brands in a Cross Platform World,Nielsen white paper, November 2011.Tuesday, April 30, 13
  • 12. Confidential & ProprietaryPrebuilt Clusters Are Inaccurate and WastefulStart with yourdesired populationBuy mediathat over-indexes onselected clustersSee where pre-builtclusters overlapCluster CodeYoung & DigitalCountry SquaresWinners AlwaysExecutiveGods HamletKids & SidewalksBright LightsSweet HomesSporty SpiceMovers & MakersUpward HeadedFast-TrackersFriars and SquiresPickup DaddiesSoccer MommasTuesday, April 30, 13
  • 13. Confidential & ProprietaryPrebuilt Clusters Are Inaccurate and WastefulStart with yourdesired populationBuy mediathat over-indexes onselected clustersSee where pre-builtclusters overlapCluster CodeYoung & DigitalCountry SquaresWinners AlwaysExecutiveGods HamletKids & SidewalksBright LightsSweet HomesSporty SpiceMovers & MakersUpward HeadedFast-TrackersFriars and SquiresPickup DaddiesSoccer MommasOnly 44% of impressions reached theircorrect target when buying media on thebasis of site composition indices.*Building Brands in a Cross Platform World, Nielsen white paper, November 2011.Tuesday, April 30, 13
  • 14. Confidential & ProprietaryRight Signal Is a Combination of Data Factors7Tuesday, April 30, 13
  • 15. Confidential & ProprietaryRight Signal Is a Combination of Data Factors7Accurately definingthe segmentrequires the rightdata in the rightproportionsTruSignal usesBig Data andanalytics to findthe right signals Value of Home Household income Ethnicity Purchases: clothes, manicures Age Interest: computers, finance Revolving credit card debtTop Data FactorsTuesday, April 30, 13
  • 16. Confidential & ProprietaryTruSignal Custom Approach = Accuracy & Scale8Tuesday, April 30, 13
  • 17. Confidential & ProprietaryTarget High Value New Customers9Tuesday, April 30, 13
  • 18. Confidential & ProprietaryTarget High Value New Customers9Eliminate 80% of wasted impressions and focusmarketing dollars on high value new customersTuesday, April 30, 13
  • 19. Confidential & ProprietaryPremiumPublishersActivate customaudiences directlywithin DoubleClickfor PublishersMobileDoubleClick forPublishersTrading DesksAD AGENCYINDEPENDENTWidely Distribute Your AudienceAd NetworksDSPsTop PortalsRTB ExchangesVideoAUDIENCE POOLTuesday, April 30, 13
  • 20. Confidential & ProprietaryCase Study: Life Insurance Broker11Client Challenge: Generate new high value life insurance policies with acceptable ROI from display advertisingTruSignal 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 pageTuesday, April 30, 13
  • 21. Confidential & ProprietaryCase Study: Life Insurance Broker11BeforeBeforeAfterAfter100%Increase60%IncreaseLead-to-Conversion RateAvg. Premium Amount of NewCustomer PolicyClient Challenge: Generate new high value life insurance policies with acceptable ROI from display advertisingTruSignal 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 pageHigh Value CustomersTuesday, April 30, 13
  • 22. Confidential & ProprietaryCustomized Approach Yields Precision & Scale12Tuesday, April 30, 13
  • 23. Confidential & ProprietaryCustomized Approach Yields Precision & Scale12Scalable A custom-built audience can incorporate over100 different predictive data attributes and still maintainlarge scale.Tuesday, April 30, 13
  • 24. Confidential & ProprietaryCustomized Approach Yields Precision & Scale12Accurate Eliminate up to 80% of wasted impressions byfocusing on the right audience for your product or brand.Scalable A custom-built audience can incorporate over100 different predictive data attributes and still maintainlarge scale.Tuesday, April 30, 13
  • 25. Confidential & ProprietaryCustomized Approach Yields Precision & Scale12100% Custom Why buy someone elses audience, whenyou can target your own?Accurate Eliminate up to 80% of wasted impressions byfocusing on the right audience for your product or brand.Scalable A custom-built audience can incorporate over100 different predictive data attributes and still maintainlarge scale.Tuesday, April 30, 13
  • 26. Confidential & ProprietaryTuesday, April 30, 13
  • 27. Confidential & ProprietaryThank You!Discover Your Ideal Audiencewww.tru-signal.comjlonginotti@tru-signal.com twitter: @trusignalTuesday, April 30, 13