INSIGHTS SERVICESEXPOSING DATA AND SCIENCE TO HELP PEOPLE MAKE SMARTER DECISIONS

AGENDA

• WHAT IS INSIGHTS?• HOW WE DO IT AND WHY IT’S BETTER • SOME REAL WORLD EXAMPLES• HOW YOU CAN DO IT, TOO (THE CATHARTIC AND

EMPOWERING CRESCENDO).

MEDIA OWNERS

DATA OWNERS

RESEARCH FIRMS

RESEARCH FIRMS

MEDIA AGENCIES DSP’S

INSIGHTS: EVERYONE SAYS THEY’VE GOT IT COVERED

MEDIA AUDITORS

AD NETWORKS

EVERYONE SAYS THEY HAVE LOTS OF GREAT DATA

FIGURING OUT WHAT’S GOOD TAKES THREE STEPS.

1. What’s the data asset?2. How do they make sense of it?3. How can I use this to plan a campaign?

ANALYSIS

PLANNING

DATA

TRIBAL FUSION INSIGHTS SERVICES

• Discover the story behind your audience

• Learn something you didn’t already know about your customer, and act on it swiftly

• Strategic recommendations help you– Improve response rates– Extend your audience– Get more for less

EXAMPLE 1: FINDING THE AUDIENCE YOU DIDN’T KNOW YOU HAD

MARKETING CHALLENGE

• A major mobile telecommunications company is tasked with efficient customer acquisition. In a mature market with over 100% penetration, this means stealing customers from competitors, with diminishing returns on marketing efforts.

UNDERLYING ASSUMPTION

• Mobile is a commoditized offering. The product is not differentiated, so it does not make sense to segment the consumer based on lifestyle, underlying needs, etc.

Tribal Fusion profiled converters and uncovered two distinct personas

IMPLICATIONS

• Conversions are actually people with full lives.• Speaking to the whole person can improve performance.• Separate creative to these segments leads to higher conversion rates.• Look alike models built off these behaviors extend reach in relevant places.

DOMESTIC DIVA• Pet lover• Heavy engagement on health and beauty topics• Reality TV interest

RURAL OUTDOORSMAN• Hunting and fishing• Baseball and basketball fan• In-market for pickup trucks

EXAMPLE 1: FINDING THE AUDIENCE YOU DIDN’T KNOW YOU HAD

EXAMPLE 2: WEEDING OUT THE CUSTOMERS YOU DIDN’T WANT.

MARKETING CHALLENGE

• A job site wanted to know why people were visiting their site but not posting resumes. • How can they do a better job of bringing in the right users, and encouraging them to convert?

UNDERLYING ASSUMPTION

• If no one submits resumes, then employers won’t pay to post jobs. If there are no jobs posted, then no one submits resumes. Left uncorrected, and the whole business could implode.

EXAMPLE 2: WEEDING OUT THE CUSTOMERS YOU DIDN’T WANT.

TRIBAL FUSION ACTION PLAN

• Stop serving ads to people who are clicking but not in the job market.

— No more CPA, CPL, or CPC campaigns

• People looking for specific job profiles are clearly in market, so retarget them until they convert.

• Recent grads and moms are dipping in and out of the job market. Hit them with branding campaigns, so you are top of mind when they’re ready.

Resumes

Site

Visi

ts

EXAMPLE 3: DELIVERING CONVERSIONS EVEN WHEN TRADITIONAL SEGMENT/TARGET/POSITION MARKETING FAILS.

MARKETING CHALLENGE

• A bank was tasked with opening new retirement accounts.• Market research defined the target audience as– Aged 17-64– Above the poverty line, but not super rich (they have other investment vehicles).– Working or the spouse of someone who is

UNDERLYING ASSUMPTION

• Targeting basically everyone, so a fancy data strategy won’t help.• Stack ‘em high, sell ‘em cheap

EXAMPLE 3: LOOK ALIKE MODELING, BASED ON TRIBAL FUSION DATA

TRIBAL FUSION ACTION PLAN

• TF put a pixel on the conversion page for this product.

• Mined the data to see which behaviors indicated lift.

• Built a model to de-duplicate. • Served ads to people who had those traits,

whether they intuitively “made sense” or not.

RESULTS

• Look alike model cut the effective CPA in half

Beyonce v. Rihanna

A SELF-SERVE, WEB-BASED TOOL FOR ADVERTISERS AND AGENCIES

•Easy to navigate, intuitive interface

•Quickly surface the user behaviors that drive performance

•Reduce wastage by targeting the right people with the right message

•Extend your audience by defining your own look-alike model