DV 2016: The Top 10 - Tealium AudienceStream Use Cases
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Transcript of DV 2016: The Top 10 - Tealium AudienceStream Use Cases
© 2016 Tealium Inc. All rights reserved. | 1
The TOP 10A Detailed Guide to AudienceStream Use Cases
Chris Andres, Richard Morrow, Kyle Brierley
© 2016 Tealium Inc. All rights reserved. | 2
Top 5 Common Use Cases1. Unified & Optimized Ad Spend2. Multi-channel Abandonment Retargeting3. Site Personalization - Engagement & Conversion4. CRM Enrichment5. Omnichannel Enrichment
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OMNICHANNEL
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OMNICHANNELTypes 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
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Top 5 Possible Use Cases1. Message Timing2. Engagement & Propensity3. Content Strategy4. Vendor Testing5. Mobile / IoT
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MESSAGE TIMINGMessaging your customers at the optimal moment
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Optimized Message TimingWhy 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
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Optimized Message TimingUnderstanding 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
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Optimized Message SequencingSequence 2Users who have clicked, engaged, not converted
▪ Engagement▪ Goal: Acquire user
PII, open email communication
▪ Promote mid funnel content
Sequence 3Registered users, expressed intent
▪Conversion▪Goal: Contact
sales or request demo▪Promote bottom
funnel content and sales communication
Sequence 1New users, anonymous users
▪ Branding▪ Goal: Get users to
site and engage▪ Promote high level
content
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ENGAGEMENT & PROPENSITY The Third Data Axis
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X-Y-Z AxesCreating 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.
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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
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PUBLISHER STRATEGYUtilizing data for Content Strategy & Optimization
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Publisher StrategyTrying 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
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Publisher StrategyOptimizations▪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
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Publisher StrategyDirect 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
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AS + IQ: VENDOR TESTINGIncumbent vs. Challenger
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VENDOR TESTINGUse 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
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VENDOR TESTINGUse 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
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VENDOR TESTINGUse 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
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MOBILE/IOT
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Mobile / IoTCampaign 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
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Primary Use Cases▪Analytics Tracking▪Video Tracking▪Push Notifications▪In App Advertising▪Beacon Integration▪Content Modification▪Crash Testing▪Marketer Friendly
Administration▪Segmentation
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Top 10 Use Cases: Summary1.Unified & Optimized Ad Spend2.Multi-channel Abandonment Retargeting3.Site Personalization - Engagement & Conversion4.CRM Enrichment5.Omnichannel Enrichment6.Message Timing7.Engagement & Propensity8.Content Strategy9.Vendor Testing10. Mobile / IoT
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Q&ATealium Digital Strategy Team
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THANK YOU!Tealium Digital Strategy Team
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NEXT GENERATION
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Live Streaming EventsNative Real-Time Ads:▪Sports League Apps▪Twitter streaming Thursday Night Football▪Live Concerts
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Virtual Reality OpportunitiesFacebook’s video creation tool that lets publishers and brands
post360-degree clips to their pages
▪EA Sports & 2009 Obama Campaign▪Destination British Columbia