What's Next Digital - July 2016
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Transcript of What's Next Digital - July 2016
Exploring*the*Future*of*Digital*Marke5ng*and*the*importance*of*Integra5ng*Business*
Intelligence*in*your*Marke5ng*Mix*
blue2purple confidential & proprietary 1
WELCOME
WELCOME .
HI!
0101!
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what we do today, agenda, timeline
Timeline
break 15 minutes
Laurence Ad blockers
Gaetan GRP
Gert-Jan 360 Suite
Frederik DMP
Tim Data Policy
Karima & Lisa Cases
blue2purple confidential & proprietary
GRPISDEAD
DIGITALMEDIAPLAN
blue2purple confidential & proprietary
DISCLAIMER
The facts expressed here belong to everybody, the opinions to me. The distinction is yours to draw...
«»
blue2purple confidential & proprietary
GRPISDEAD
DIGITALMEDIAPLAN
blue2purple confidential & proprietary
Definition:
9
GRP=REACHXFREQUENCY
blue2purple confidential & proprietary
Definition:
10
Inadver<sing,agrossra<ngpoint(GRP)isameasureofthesizeofanadver<singcampaignbyaspecificmediumorschedule.Itdoesnotmeasurethesizeoftheaudiencereached.
GRP=REACHXFREQUENCYGRPs =30%(ofthetargetedgroup)X4ExposuresGRPs =120
blue2purple confidential & proprietary
Limitations
11
GRP=REACHXFREQUENCY =30%(ofthetargetedgroup)X4Exposures
GRPs =120
Es<matesbasedonpanels
Es<matesbasedonpanels
blue2purple confidential & proprietary
The Rising Cost of Consumer Attention
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DecreasingaVen<ontoTVads
blue2purple confidential & proprietary
Digimeter Flanders 2014
The Use of Digital TV
13
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84%
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blue2purple confidential & proprietary
GRP Evolution
16
GRPVIDEO(orMRCintheUS)
GRP GRPß GRPINTERNET
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GROSSRATINGPOINT
• PanelBased(CIM:TV1500households)
• Donotmeasurethecrea<veimpact
• Basedonhistoricaldata
• Onlyfocusondemographics
YOUNEEDTOGUESS-Butthisiswhatweget.
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GROSSRATINGPOINT
WHATIF:
YOUCOULDMEASUREEVERYTHING
BUYJUSTTHEMEDIAYOUNEED
INREALTIME
FOCUSONADDITIONALINFOTHANONLYESTIMATEDSOCIO-DEMO
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DOESHEMEAN…
DIGITAL?
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FORGETABOUTSOCIO-DEMO–WE’REALLUNIQUE
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IFWE’REALLUNIQUE–THENMATCHEVERYUNIQUEBUYINGCYCLE
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• THINKDIGITALFIRST
• WHEREISMYAUDIENCE
• HOWTOREACHTHEM
• WITHWHATMESSAGE
blue2purple confidential & proprietary
Joris Merks-Benjaminsen 25
• Buildpersonae&Maptheirconsumerjourney
• Controlthetouchpoints• Buildabrandfunnel&buildastrongstorytelling• 1o1storytellingthankstoprogramma<c• LASTCLICKONLYISDEAD
DIFFERENTTYPESOFJOURNEYSFORDIFFERENTPROSPECTSINSTEADOFREACHONLY
blue2purple confidential & proprietary
Automation of the full media mix based on signals Be relevant – based on data – across the buying cycle
26
blue2purple confidential & proprietary
Joris Merks-Benjaminsen 27
blue2purple confidential & proprietary 28
WECONTROLTHEEXPOSUREANDTHECROSS-COMMUNICATION
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blue2purple confidential & proprietary
This is what we see
30
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ALWAYSONBRANDING
NOTEVERYBODYWILLGETTHESAMEMESSAGEATTHESAMEMOMENT
GRPDOESN’TWORKANYMOREBecauseweusesignalsinsteadofdemographics
Youdon’tneedtoguesssinceyoucanmeasureandbuywhateveryouneed
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ISGRPDEAD?
NO–WEDONOTNEEDITINDIGITAL
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BUT…
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Programmatic TV
34
0,1%IN2014
4%IN2015
20%ESTIMATEDIN2019 USEDATA,BUYLESS,BUYTHEAUDIENCEYOUNEED
© Google Inc. 2016. All rights reserved.
Google Analytics 360 Suite Overview
Gert-Jan [email protected]
June 30, 2016
© Google Inc. 2016. All rights reserved.
Agenda
● Ultimate end goal: use your data for Precision Marketing
● Background Google Analytics 360 Suite
● Go From insight to impact, faster (including demo’s!)
● Q&A
● Q + A
© Google Inc. 2016. All rights reserved.
Precision Marketing
© Google Inc. 2016. All rights reserved.
Precision MarketingCollect, Analyse & Transform Data Into Actionable Insights
to reach
● The Right Consumer,● With the Right Content,● In the Right Context● At Scale
Google Confidential and Proprietary
We don’t go online. We live online.
© Google Inc. 2016. All rights reserved.
per day
On my bike, listening to summer vibes8:30am
Message my friends: really time to book to Rio!11:15am
Browse HHH experiences of other people on YouTube7:15pm
At the gym, preparation for the Copacabana8:29pm
At lunch, buy Holland Heineken House Tickets1:33pm
Reading an article in bed on my phone for my MBA10:00pm
Use maps to find out what the distance is from my friends home at Copacabana to the HHH 1:13pm
At work, book tickets from Amst - Rio 11:36am
Wake up and read news online6:50am
On the train, read articles about the Olympic Games8:42am
150xFragmented user behaviors
Micro-moments are the new battle ground for brands
© Google Inc. 2016. All rights reserved.
How do I make sense of every new moment?
Are they all equally important?
Do I need to win them all?
© Google Inc. 2016. All rights reserved.
How do I make sense of every new moment?
Are they all equally important?
Do I need to win them all?
YOU CAN’T
THEY’RE NOT
YOU DON’T
NEW-DAY-NEW-ME
IS-IT-WORTH-IT
TIME-FOR-A-NEW-ONE
READY-FOR-CHANGE
DIDN’T-PLAN-FOR-THIS
SHOW-ME-HOW
ONE-STEP-AT-A-TIME
Some moments matter more than others
© Google Inc. 2016. All rights reserved.
2% Of Companies Are Set Up To Collect, Identify Opportunities, And Measure Moments
© Google Inc. 2016. All rights reserved.
Single Point Solutions vs MarTech Stack
© Google Inc. 2016. All rights reserved.
The Google Analytics 360 Suite
of marketers said that marketing measurement tools are difficult to use - reducing cross-team collaboration.
60%
of marketers surveyed don’t believe that their data sources are well integrated.
84%
of marketers stated that it is difficult to give their stakeholders in different functions access to their data and insights.
57%
© Google Inc. 2016. All rights reserved.
Introducing the Google Analytics 360 Suite
The Google Analytics 360 Suite offers a powerful and integrated analytics solution for today’s biggest enterprises. Measure and improve the
impact of your marketing across every screen, channel and moment in today’s customer journey. It’s easy to use, makes data accessible for everyone,
and helps you discover and use the “ahas” you need to win.
© Google Inc. 2016. All rights reserved.
Integration of platforms key for marketing Optimization → Single view of the customer
DMPOrganizeaudience data
Measurement & Optimization Full-funnel unified reporting, audiences, site analytics, attribution by DoubleClick impression sync (Premium only)
Web environments Webdomains
CHANNELS:Display & Search (in DoubleClick)Video - Affiliation - Social - Email - Metasearch
CHANNELS:Direct - SEO - Social - Blog - Email lifecycle - Metasearch
- CRM- Feeds - Pricing & revenue management- Databases
Execute and generate traffic viacampaigns across formats, channels, screens
PAID MARKETING CHANNELS ‘NON-PAID’ MARKETING CHANNELS
Traffic from (previous) other effortsvia non-paid and paid campaigns/servicing
© Google Inc. 2016. All rights reserved.
Tag Manager 360 - Data Collection
Data Studio 360 Data Analysis and Visualization
Third-Party Platforms
Analytics 360Customer Insights
Attribution 360Marketing
Measurement
Optimize 360Site Testing and Personalization
Audience Center 360Audience
Management
Solutions designed to win each moment in today’s multi-screen consumer journey.
Built for modern marketing
Users and journeys, not sessions and devices
Understand the full context of a user’s journey across channels and devices.
More insights, not more data
Access and collaboration powers smarter decisions
The full power of your data, when and where you need it
Built in intelligence does the heavy lifting and quickly delivers insights.
Share the data, work together, and tell compelling stories that inspire action.
Integrations to better understand and improve each consumer touchpoint.
© Google Inc. 2016. All rights reserved.
© Google Inc. 2016. All rights reserved.
Go from insight to impact, faster
© Google Inc. 2016. All rights reserved.
Discover target segment• Web/mobile behavior• Web/mobile purchases• Offline transactions• CRM/loyalty data
Share segment across products• Ad platforms for retargeting• Audience Center 360• Optimize 360
Identify high-value customer segments for targeting
© Google Inc. 2016. All rights reserved.
Enrich 1st-party data• Google Audience Data• 3rd-party sources
- Affinity- In-market
Create lookalike audiences
Publish IDs• Ad platforms for targeting• Optimize 360
Expand the reach and audience
© Google Inc. 2016. All rights reserved.
Audience Center Strategy
Site Behavior DataGoogle Analytics
50+ 3rd-Party Data Integration
Partners
Media Performance
(DCM, DBM, DS, GDN, Adwords,
YouTube, 3P Media)
CRM & Offline Data
FULL VIEW OF CUSTOMERS
AnalyzeAccess Activate
DCM, DBM, DS
YouTube
Campaign Performance
100+ 3rd-Party Platforms
GDN
Google Analytics
Search
MobileDisplay/Video
Search Social
Content Email
A/B TestingOverlap & Suppression
Reach & Frequency
Reporting & Segmentation
Lookalike Modeling
Audience PerformanceGoogle Proprietary
Demographics, Affinity, In-Market
Cross DeviceActive ViewActive User
Platforms
© Google Inc. 2016. All rights reserved.
AdWords remarketing• Search• Google Display Network
DoubleClick Digital Marketing• Cross-network search• Reservation display• Programmatic• Mobile• Video
3rd-party ad platforms3rd-party email and messaging
Plan and traffic an integrated campaign
© Google Inc. 2016. All rights reserved.
Optimize the entire site experienceTest just about anything• Custom offers• Redesigned site layouts
Make smarter, faster decisions• Advanced Bayesian statistics • Reporting built on Analytics 360
Personalize the experience • Analytics 360 audiences• Users based on any action
© Google Inc. 2016. All rights reserved.
Measure cross-channel performanceCompile data across channels and devices• Views and click-throughs• Cost and reference• Online and offline conversions
Model performance• Channel/sub-channel• Campaign and creative• Audience
Publish results• Search and programmatic• Audience Center 360
© Google Inc. 2016. All rights reserved.
Easily share results and insights with your teamConnect the data• Access data across the Analytics 360 Suite• Overlay AdWords and DoubleClick
campaign data• Add external data sources
Collaborate to create reports and dashboards
Share with stakeholders
© Google Inc. 2016. All rights reserved.
Tag Manager 360 - Data Collection
Data Studio 360 Data Analysis and Visualization
Third-Party Platforms
Analytics 360Customer Insights
Attribution 360Marketing
Measurement
Optimize 360Site Testing and Personalization
Audience Center 360Audience
Management
© Google Inc. 2016. All rights reserved.
Prepare your organization
Think
Feel
Do
© Google Inc. 2016. All rights reserved.
Q & A
© Google Inc. 2016. All rights reserved.
Thank you.
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DMP’s: How to Manage Data
Frederik DoomsPlatforms Industry Manager
Part of Google
since 2007
Media agnostic
Technology provider
Google Confidential & Proprietary
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Google Confidential & Proprietary
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Google Confidential & Proprietary
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BETTER MEASUREMENT IS #1 CHALLENGE FOR LARGE MARKETERS
71%
51%
31%
Measuring the ROI of my marketing
Securing enough budget
Managing your website
Google Confidential & Proprietary
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Google Confidential & Proprietary
THE BARRIERS EVOKED FOR MEASURING ONLINE PERFORMANCE
Solving the cross-device and cross-channel purchase path
Data coming from heterogeneous sources can’t be easily reconciled
Hard to find people capable of generating and interpreting sophisticated measurement
57% 51% 48%
Source EBG with Qlik, nov 2015
techno human
Google Confidential & Proprietary
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a 4-step process for Modern Media Measurement
Step 1:Go Beyond Silos
Do I have all the data that I
need in one place ?
Step 2: Go Beyond Conversions
Get a better vision of your customer
Step 3: Go Beyond Last-Click
Distribute fairly the credit across
touchpoints
Step 4: seek actionability
Take action from new insight in no time
Google Confidential & Proprietary
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0Wait!
Do you have clear objectives, first ?
Google Confidential & Proprietary
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MY CAMPAIGN RESULTS
Impressions: 12 M
Clicks: 3 000
Revenue: 5600 euros
Google Confidential & Proprietary
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Google Confidential & Proprietary
TARGETS
Choose realistic targets
Metrics and KPIs
What metrics reflect best these goals ?
GOALS
What strategy can help me achieve it ?
Define sound Marketing objectives, and the rest will follow
OBJECTIVES
What is my website / app / campaign exactly for? Seriously ?
E.g. INCREASE
PROFITABILITY
E.g. MORE SALES
HIGHER MARGIN E.g.
Conv Rate
Avg Cart valu
e,
% high margin
products sold E.g.
from 3 to 5%
Stay > 120$,
25% of high m
argin product
/ cart
Google Confidential & Proprietary
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Google Confidential & Proprietary
ORGANIZE YOUR METRICS
AD CE
NTRIC
SITE C
ENTRIC
SEE
THINK
DO
Banner Impressions XViewable Impressions XReach and Frequency XUnique users XNew visits XBounce rate X
CTR X2 product pages or more : $0.08 X% Conversion Rate (for Download whitepaper /asset) X X% Conversion Rate (for Download installer) X X% Conversion Rate (for Register for webinar / demo/ live event) X XDownload installer (added as goal) : $12.50 XDownload whitepaper /asset (added as goal) : $10.00 XRegister for webinar / demo/ live event (added as goal) : $8.00 X
Demo Installs (added as goal): $25.00 X XPurchases $1,000.00 (Offline + Online) X
GET MORE PEOPLE TO KNOW MY PRODUCTS
GET PEOPLE TO READ ABOUT MY PRODUCTS AND TEST THEM
GET PEOPLE TO USE/BUY MY PRODUCTS
Google Confidential & Proprietary
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1Bring your data together
Google Confidential & Proprietary
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Google Confidential & Proprietary
While siloed systems work fine on their own…
Data
Tools
Marketing strategy
Google Confidential & Proprietary
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Google Confidential & Proprietary
The fragmentation is worst when using multiple technologies
Data Loss
Poor Frequency Control
Using multiple toolsets results in a 20% data loss each time you transfer data sets between systems--data that you have spent a lot of money to acquire
Self Competition
Using multiple toolsets makes it harder to control frequency because you don’t have a single view of the customer
Using multiple toolsets will most likely result in overlap and self competition--i.e. bidding for the same impression/user across partners
Single point of access increases campaign
efficiencies up to
33%
Source: Cutting Complexity, Adding Value; Boston Consulting Group commissioned by Google, May 2013Source: Adding Data, Boosting Impact; Boston Consulting Group commissioned by Google, September 2014
A unified platform leads to increased efficiency and better performance
32% average
reduction in CPA
Better performance
Google Confidential & Proprietary
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Google Confidential & Proprietary
Tools work better when unified
Better Insights
MoreEfficiency
Better Performance
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Google Confidential & Proprietary
CROP YOUR IMAGE TO THIS SIZE
(Double click image and drag handles)
1 : AUDIT
What tools do you currently work with ?
Source: The Boston Consulting Group, "Efficiency and Effectiveness in Digital Advertising", June 2013
2 : SELECTION
What data points are must-haves, what are secondary ?
3 : CHOICE
What’s the best place where to build your single-source-of-truth for media measurement?
Google Confidential & Proprietary
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2Beyond online conversions
Google Confidential & Proprietary
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Google Confidential & Proprietary
Imps
Sales, revenues
MOBILE
OFFLINE
CRM status
subscription
Product pages
re-visits
Time spent
Bounce rate
USER-centricity
Google Confidential & Proprietary
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Google Confidential & Proprietary
CONTEXTUAL DATA
Any external factors influencing the conversion?
Weather, TV, Geo, etc.
CUSTOMER DATA
What type of customers converted?
Number of purchases, stage of qualification, demographics, CRM segments, lifestyle, etc.
PRODUCT DATA
Are all the conversions of same value?
Products in stock, Brands, weights, product-level margin, categories, etc.
CONVERSION DATA
Is the online conversion enough?
Offline conversions, modification of existing conversions.
What types of data can give more insights to your online conversions ?
Beyond online conversions : offline insights
Google Confidential & Proprietary
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3Attribute value fairly
Google Confidential & Proprietary
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Google Confidential & Proprietary
NOW, YOU CAN GO BEYOND LAST-CLICK MODEL
10%12%
9%
19%
12%
2%
5%
Google Confidential & Proprietary
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4Turn insights into actions
Google Confidential & Proprietary
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Google Confidential & Proprietary
Now, you have a finer vision of your campaign’s performance
4
MY CAMPAIGN RESULTS
Impressions / Clicks / CTRRevenueCPA
Bounce rate: 54%User engagement score: 4/5Nb of store locator pageviews: 1234X-device conversions:: 567Offline conversions: 345
Time-decay conversions: 456Assist ratio : 15Assisted conversions : 678
User centricmetrics
Multi-channel and attribution insights
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Google Confidential & Proprietary
Doubleclick stack is genuinely built to fight fragmentation across channels
Data from your Video, Mobile, Desktop campaigns run programmatically
Ad-centric
Data from your search campaigns
Site-centric
Off-line / CRM / 1st party databases
Adserved or tracked campaigns
Reporting
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Thank you
Frederik DoomsPlatforms Industry Manager Doubleclick Digital Marketing
Brussels''/''Düsseldorf''/''Hamburg''/''London''/''Manchester''/''Munich''/''Paris''/''Shanghai''/''Silicon'Valley''/''fieldfisher.com'
Data$privacy,$digital$marketing$&$BI$Selected-topics-
--Tim-Van-Canneyt,-Partner-9Technology,-Outsourcing-&-Privacy-department-blue2purple-What’s-Next-DIGITAL-event-9-30-June-2016-
-
Brussels''/''Düsseldorf''/''Hamburg''/''London''/''Manchester''/''Munich''/''Paris''/''Shanghai''/''Silicon'Valley''/''fieldfisher.com' 2-
The$context--
Data Protection Directive
• Dates from pre-internet age (1995), trouble dealing with new technologies.
• Fragmentation and inconsistency due to 28 local flavours
• Lack of enforcement - compliance
General Data Protection Regulation (GDPR)
• Adapt legal framework to the globalised digital society
• “One ring to rule them all” • Enhance rights for individuals
! Stricter obligations for companies ! Increased enforcement
• 25 May 2018
EU'Charter'
of'
fundamental'
rights'
Brussels''/''Düsseldorf''/''Hamburg''/''London''/''Manchester''/''Munich''/''Paris''/''Shanghai''/''Silicon'Valley''/''fieldfisher.com' 3-
GDPR$–$A$game$changer$
Most lobbied regulation in the history of the European Parliament due to the monumental impact it will have on companies doing business in the EU and even non-EU businesses targeting European data subjects.
Brussels''/''Düsseldorf''/''Hamburg''/''London''/''Manchester''/''Munich''/''Paris''/''Shanghai''/''Silicon'Valley''/''fieldfisher.com' 4-
Personal$v.$anonymous$data$
• Personal)data)='any'informaDon'relaDng'to'an'idenDfied'or'
idenDfiable'natural'person'
– “in$par(cular$by$reference$to$an$iden%fier(such(as(a(name,(an(iden%fica%on(number,(loca%on(data,(an(online(iden%fier$or$to$one$or$more$factors$specific$to$the$physical,$
physiological,$gene(c,$mental,$economic,$cultural$or$social$iden(ty$of$that$natural$person.”$
• Pseudonymous)data)=''personal'data!'
• Anonymous)data)is'out'of'scope'
– ReHidenDficaDon'impossible'
Brussels''/''Düsseldorf''/''Hamburg''/''London''/''Manchester''/''Munich''/''Paris''/''Shanghai''/''Silicon'Valley''/''fieldfisher.com' 5-
Consent$
• Informed)
– Request'must'be'intelligible'and'easily'accessible'
– Minimum'informaDon:'who'and'why'
• Free)
– Possibility'to'refuse'without'detrimental'consequence'
• Specific)
– Not'“buried”'in'terms'of'use'
• Unambiguous))
– A'statement'or'clear'affirmaDve'acDon'
– SensiDve'personal'data:'explicit'consent'
• Minors)under)16:)parental'consent'required'for'informaDon'society'services'
Brussels''/''Düsseldorf''/''Hamburg''/''London''/''Manchester''/''Munich''/''Paris''/''Shanghai''/''Silicon'Valley''/''fieldfisher.com' 6-
ProCiling$-• DEFINITION)D)Automated'processing'of'personal'data'to'evaluate'certain'personal'aspects'of'an'
individual.'
– Especially'analysis'or'predicDon'of'individual’s'personal'preferences,'interests,'behaviour.'
$
• INTERDICTION)to'take'decisions'solely'based'on'automated'processing'(incl.'profiling)'which'
produce'legal'effects'concerning'individual'or'similarly'significantly'affects'him.'
• UNLESS,)for'“classic”)personal'data'
– Contractual'necessity'
– Authorized'by'law'
– Explicit'consent'
• MOREOVER)
• Right'to'obtain'human'intervenDon'
• Right'to'express'point'of'view'and'to'contest'
UNLESS,)for'sensiLve)personal'data'
– Explicit'consent'
– SubstanDal'public'interest'necessity'
'
'
Brussels''/''Düsseldorf''/''Hamburg''/''London''/''Manchester''/''Munich''/''Paris''/''Shanghai''/''Silicon'Valley''/''fieldfisher.com' 7-
New$rights$for$individuals$(1/2)$
• “Right)to)be)forgoOen”)
• PART)1)–'ObligaDon'to'erase'the'data'concerned'(e.g.'consent'withdrawn,'objecDon'by'
employee)'
• PART)2)H'ObligaDon'to'noDfy'other'controllers'if'controller'made'the'data'public'
• EXEMPTIONS)D)e.g.'right'of'freedom'of'expression'
'
• Right)to)restricLon)of)data)processing)
• PRINCIPLE)H'InterdicDon'to'process'data'(except'for'storage)'of'data'subject'
– Data'subject'disputes'accuracy'of'the'informaDon'(during'verificaDon'of'request)'
– Processing'is'unlawful'and'the'data'subject'calls'for'restricted'processing'instead'
of'deleDon'
• EXCEPTIONS)–'Processing''sDll'allowed'(e.g.'defense'of'legal'claims,'protecDon'of'3P'
rights)'
Brussels''/''Düsseldorf''/''Hamburg''/''London''/''Manchester''/''Munich''/''Paris''/''Shanghai''/''Silicon'Valley''/''fieldfisher.com' 8-
New$rights$for$individuals$(2/2)$
• Mandatory)noLficaLon)to)recipients)
– PRINCIPLE)–'ObligaDon'to'noDfy'each'recipient'of'personal'data'
• Request'for'recDficaDon'of'data,'erasure'of'data'or'restricDon'of'processing'of'data'
– EXEMPTION)D)disproporDonate'effort'
• Right)to)data)portability)
– PRINCIPLE)
• ObligaDon'to'make'data'available'in'structured,'commonly'used'and'machineHreadable'
format'
• Transmission'of'data'to'another'controller'without'hindrance'
– WHEN)
• For'informaDon'provided'by'data'subject;'and'
• Processing'based'on'consent'or'contractual'necessity)
Brussels''/''Düsseldorf''/''Hamburg''/''London''/''Manchester''/''Munich''/''Paris''/''Shanghai''/''Silicon'Valley''/''fieldfisher.com' 9-
International$data$transfers$(1/2)$
• )What)consLtutes)an)internaLonal)transfer?)
– Sending'documents'to'a'recipient'in'another'country'
– Storing'documents'in'another'country'(e.g.'cloud'storage'of'your'files)'
– Allowing'someone'based'outside'Belgium'to'access'data'stored'in'Belgium'
– Irrelevant'whether'intraHgroup'or'not'
'
• How)to)transfer)personal)data)within)the)EEA?)
– EEA'='EU'+'Iceland,'Norway'and'Liechtenstein'
– Principle:'no'special'measures'needed'to'legiDmize'transfer'
– RaLonale:'Recipient'is'also'subject'to'the'EU'data'protecDon'framework.'
Brussels''/''Düsseldorf''/''Hamburg''/''London''/''Manchester''/''Munich''/''Paris''/''Shanghai''/''Silicon'Valley''/''fieldfisher.com' 10-
International$data$transfers$(1/2)-
• How)to)transfer)personal)data)outside)the)EEA?)– ProhibiLon,)unless'laws'of'recipient'guarantee'adequate'level'of'data'protecDon'– Issue:'Most'nonHEEA'countries'do'not'have'legislaDon'equivalent'to'the'EU'legal'
framework)
• EC'white'list:'Andorra,$Argen(na,$Canada,$Faeroe$Islands,$Guernsey,$Isle$of$Man,$Israel,$and$Jersey,$New$Zealand,$Switzerland$and$Uruguay$
– AlternaLves)• EU'Model'Clauses'
• US'Safe'Harbor'
– Privacy'Shield?'
• Consent?'
'
Brussels''/''Düsseldorf''/''Hamburg''/''London''/''Manchester''/''Munich''/''Paris''/''Shanghai''/''Silicon'Valley''/''fieldfisher.com' 11-
Data$Protection$OfCicer$
• Mandatory:'
– If'core'acDviDes'='systemaDc'monitoring'of'individuals'on'large'scale'
• Mission:)
• Advise'the'company,'raise'awareness'and'provide'training'
• Monitor'compliance'and'perform'internal'audits'
• Cooperate'with'data'protecDon'authority'
• Profile:)expert'on'data'protecDon'law'–'internal'or'external'
Source:'Computerweekly.com'and'IAPP'
Brussels''/''Düsseldorf''/''Hamburg''/''London''/''Manchester''/''Munich''/''Paris''/''Shanghai''/''Silicon'Valley''/''fieldfisher.com' 12-
Data$Protection$Impact$Assessments$
High)risk)processing)
Nature'
Scope'
Context'
Purpose'
…$generally$ …$in$par(cular$
Profiling)
• Profiling'on'which'decisions'are'based'that…'
significantly'affect'the'
natural'person'
Special)categories)
• Large'scale'of'special'categories'of'data'or'of'
data'relaDng'to'criminal'
convicDons'and'offences'
SystemaLc)monitoring)
• SystemaDc'monitoring'of'a'
publicly'accessible'area'on'
a'large'scale'
• What?)Prior'analysis'of'data'processing'acDvity'and'risks'associated'thereto'
• When?)
Brussels''/''Düsseldorf''/''Hamburg''/''London''/''Manchester''/''Munich''/''Paris''/''Shanghai''/''Silicon'Valley''/''fieldfisher.com' 13-
Why$should$you$care?$-• Financial)risk)
– Fines'up'to'€20'million'or'up'to'4%'of'annual'global'turnover'
– Member'States'may'adopt'addiDonal'(criminal)'sancDons'
– Class'acDons'
– Significant'costs'in'case'of'data'breach'
• OperaLonal)risk)
– Audit'rights'for'DPAs'
– Temporary'or'definiDve'limitaDon'or'ban'on'processing'
– Suspension'of'internaDonal'data'flows'
• ReputaLonal)risk))
– Companies'suffering'data'breach'see'important'drop'in'turnover'
– Data'protecDon'compliance'is'becoming'a'sales'argument'
• CDlevel)jobs)at)risk)
– Several'CEO/CIO'have'been'fired'aler'massive'data'breaches'
Brussels''/''Düsseldorf''/''Hamburg''/''London''/''Manchester''/''Munich''/''Paris''/''Shanghai''/''Silicon'Valley''/''fieldfisher.com' 14-
Questions?$
'
''
Tim)Van)Canneyt)Partner'
Technology,'Outsourcing'&'Privacy'Department'
'
'
'
'
DD:'+32'2'742'70'36'
hqp://privacylawblog.fieldfisher.com/'
'
blue2purple confidential & proprietary 1
BLOCK
@blue2purple)
#WND)
blue2purple confidential & proprietary What Are Ad Blockers? 2
blue2purple confidential & proprietary Why Is Ad Blocking So Controversial? 3
blue2purple confidential & proprietary Ad Blockers Estimated Financial Impact 4
blue2purple confidential & proprietary Ad Block Demographics 5
28%$
27%$
27%$
27%$ ASIA$$PACIFIC$
MIDDLE$EAST$&$AFRICA$
EUROPE$
NORTH$$AMERICA$
LATIN$AMERICA$
BELGIUM)23%)
30%$
28%)of)all)internet)users)now)use)ad)blocking)soDware)on)their)main)computer)
Global web index
blue2purple confidential & proprietary
Global web index 6 Who are they?
blue2purple confidential & proprietary
Global web index
Privacy Concerns 7
blue2purple confidential & proprietary The next steps for advertising 8
blue2purple confidential & proprietary 9
blue2purple confidential & proprietary Content Marketing 10
blue2purple confidential & proprietary Use your data, improve your targeting 11
blue2purple confidential & proprietary
Ad blocking is not the end of our industry. It’s simply an evolution
point.
12
blue2purple confidential & proprietary
for your undivided attention
Questions?
Thank You
13
@blue2purple)
#WND)
Laurence)Baeten)Sr.)Business)Development)Manager)
Digital Media Agency
blue2purple confidential & proprietary
Should I bid on my brand keywords?
blue2purple confidential & proprietary
blue2purple confidential & proprietary
If I bid on my brand, my SEO will be cannibalized.
I will be paying for clicks that I otherwise would’ve had for free
through my SEO !
blue2purple confidential & proprietary
blue2purple confidential & proprietary
Reasons why I should be bidding on my brand
blue2purple confidential & proprietary
blue2purple confidential & proprietary 8
blue2purple confidential & proprietary
You should definitely bid on your brand if…
blue2purple confidential & proprietary
Control the messages
Real-time adaptation of sitelinks and ads
Put specific promotions forward
USP representation
blue2purple confidential & proprietary
Control what people find when looking for your company
blue2purple confidential & proprietary
blue2purple confidential & proprietary
blue2purple confidential & proprietary 14 Fold!
blue2purple confidential & proprietary 15 Fold!
blue2purple confidential & proprietary 16
Fold!
blue2purple confidential & proprietary
Case: February 2016
ORGANIC
+29%! *44%!
+77%! *50%!
SEA
+8.335! *24.036!
+631! *1.165!
blue2purple confidential & proprietary
Don’t let competitors benefit from your branding campaigns
Compe&tor)1)
Compe&tor)2)
YOU)
blue2purple confidential & proprietary
blue2purple confidential & proprietary
Rumor has it…
blue2purple confidential & proprietary
blue2purple confidential & proprietary
You should definitely be bidding on your brand because
• You launched a new website
• Control your messages
• Push negative stories below the fold
• Don’t let competitors steal your potential clients
• It might benefit your entire AdWords account…
blue2purple confidential & proprietary
Stable Environment Use the data you have in your possession Go further than looking at percentages, look at absolute figures
blue2purple confidential & proprietary
Is it worth it?
blue2purple confidential & proprietary
Questions
25
blue2purple confidential & proprietary
How & why link my AdWords data with Facebook Ads?
1
blue2purple confidential & proprietary
Engage younger people & convert them into buyers
The briefing
2
blue2purple confidential & proprietary 3
blue2purple confidential & proprietary
Part 1: Engagement 4
blue2purple confidential & proprietary
Reach the right audience
5
blue2purple confidential & proprietary
Period: 30 May – 12 June
High Engagement Volumes
6
0"
20"
40"
60"
80"
100"
120"
140"
0"
5000"
10000"
15000"
20000"
25000"
clicks&
prints&
prints"push"
Clicks"push"
Conv."push"
0"
100"
blue2purple confidential & proprietary
Period: 30 May – 12 June
Good Awareness & Engagement Results
7
5.76%"Post"likes"
1.82%"Post"Shares""
0.80%"conversion"rate"
0.19%"Post"comments""
Avg"%"of"video"viewed:""87,3%"
blue2purple confidential & proprietary Part 2: Performance
8
blue2purple confidential & proprietary
The strategy
9
Reach"our"target"audience"
blue2purple confidential & proprietary
The strategy
10
Use"signs"of"interest"from"our"audience"
blue2purple confidential & proprietary
Combine data – Increase Performance
The strategy
11
Convert"target"audience"Who’ve"shown"interest"
blue2purple confidential & proprietary
RESULTS 12
blue2purple confidential & proprietary
Period: 30 May – 12 June
High conversion rate
13
0"
0,5"
1"
1,5"
2"
2,5"
3"
3,5"
0"
100"
200"
300"
400"
500"
600"
700"
clicks&
prints&
Prints"RMK"
Clicks"RMK"
Conv."RMK"
0"
50"
blue2purple confidential & proprietary
Period: 30 May – 12 June
½ who clicked on the ad, converted
14
0.03%"Post"likes""
0.03%"Post"Shares""
50%"conversion"rate"
0.08%"Page"likes""
blue2purple confidential & proprietary
Retargeting: Classic vs Combined ! Conversion Rate
15
4,30%"
50%"
Classic" Combined"
blue2purple confidential & proprietary
Engagement & Retargeting: Conversion Volume
16
51%" 49%"
100%"
Awareness" RetargeOng" Together"Engagement"
blue2purple confidential & proprietary
Engagement & Retargeting: Cost
17
90%"
10%"
Awareness" RetargeOng"Engagement"
blue2purple confidential & proprietary 18
Batman says: That’s great!
blue2purple confidential & proprietary REMEMBER 19
1. Combining"data"
2."Makes"for"qualitaOve"campaigns"
x2" 3."Which"perform"even"beTer""
4."And"are"more"cost"efficient"
blue2purple confidential & proprietary
Q&A 20
blue2purple confidential & proprietary
Lisa Diamant Senior Account Executive
+32 478 22 83 06 [email protected]
Thank You !