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De bonnes données son facilement accessibles aux marketers; des données qui améliorent l’efficacité de la communication vers les prospects et les clients. Utiliser cette donnée à des fins de personnalisation publicitaire, d’offre commerciale, de contenu éditorial, d’email ou de service client permettra au marketer de maitriser ses messages dans un univers fragmenté.
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1 DATA PERFORMANCE SUMMIT – 15 OCTOBRE 2014
Conférence partenaire
Votre stratégie data
pour une interaction plus efficace
avec vos clients et prospects
2 DATA PERFORMANCE SUMMIT – 15 OCTOBRE 2014
Jonathan Doan, SVP, General Manager Platform Software
eXelate.com @eXelate
October 2014
Data Strategies for MoreEffective Prospect & Customer Interactions
4© eXelate Inc. Confidential and Proprietary.
“Don’t speak louder,
or more often the right message
is always heard.”
Words of Wisdom
© eXelate Inc. Confidential and Proprietary. 5
Data Assets
Household Geographic
Demographics
CRM
Mobile
Web Analytics
Call Center
Offline Purchases
TVBrand Loyalty
Churn Scores
Engagement
Online
Conversions
3rd Party
Ad Impressions
Consumer
Identity
© eXelate Inc. Confidential and Proprietary. 6
Industry Speak
Simple strategies
create lift and engagement
“Basic” to ad tech insiders
is not basic to marketers
7© eXelate Inc. Confidential and Proprietary.
2008 Data Strategies
Geography via IP Lookup
Day Part
Perceived Gender
A/B content tests
© eXelate Inc. Confidential and Proprietary. 8
New Data Strategies
Linking business goals
with results-oriented
metrics to evaluate success
Premium inventory yield (no data
costs)
Remnant inventory yield optimization
Increased ad sales (offsite)
– Informed by 3rd Party data
– Modeling is key for efficiency Business
Goals
Results-Oriented
Metrics
© eXelate Inc. Confidential and Proprietary. 9
Using customer service
call frequency and
content usage to anticipate
churn/dissatisfaction
Customer calls into call center
>3 times in a 7 day period
Customer accesses
customer service content
– Email?
– Concierge phone call?
– Credit on their monthly bill?
New Data Strategies
Call Frequency Content Usage
+
© eXelate Inc. Confidential and Proprietary. 10
New Data Strategies
Using modeling and
exclusions to better define
high value / low value prospects
Using available data resources
to greatly increase reach to
acquire those high value targets
Data sources need to be
curated and updated Increase
Reach
Define
Prospects
11© eXelate Inc. Confidential and Proprietary.
Misaligned Content or Frequency
Content strategies that are not linked to advertising or offers.
Ads that feature a specific product
but pull users back to a home page
Orphan or confusing content will ensure that
new visitors will not become repeat visitors
Over targeting will kill brand loyalty
© eXelate Inc. Confidential and Proprietary. 12
Bad Targeting
© eXelate Inc. Confidential and Proprietary. 13
Frequency Issues
Golfsmith
Daily Emails
When I called the CMO,
their response was to
remove me from their
email database
14© eXelate Inc. Confidential and Proprietary.
Develop Personas
Luxury Shoppers
Auto Intenders
Brides to Be
Men in Trouble
Geo-Fencing
Latitude and Longitude
Aging Hipsters
© eXelate Inc. Confidential and Proprietary. 15
Shapeways Users: Core Audience
© eXelate Inc. Confidential and Proprietary. 16
Gamer Centric Content
© eXelate Inc. Confidential and Proprietary. 17
Makers
© eXelate Inc. Confidential and Proprietary. 18
Young Fashion Lovers Content
© eXelate Inc. Confidential and Proprietary. 19
Shoppers
© eXelate Inc. Confidential and Proprietary. 20
Aging Hipster Content
21© eXelate Inc. Confidential and Proprietary.
About eXelate
© eXelate Inc. Confidential and Proprietary. 22
eXelate 101
Launched data
platform in 2008
Media agnostic
Software and
data as a service
Cross-platform
(mobile/web/TV)
Technology
5.2B unique devices monthly
125 media platform integrations
22B daily data
connections made
1B unique
consumer IDs / month
Massive Infrastructure
+ 100s of other
proprietary sources
Premium Partners
Leading global
privacy certification
Data partnerships in 7 countries
100+ employees / 7 locations
Global Leaders
© eXelate Inc. Confidential and Proprietary. 23
Data Aggregation Hub: 22B Signals Per Day
Proprietary data
200+ publishers
DemographicsBest of breed data optimized
in partnership with
Nielsen & Comscore
Intent In-market consumers
about to buy across full
set of verticals
InterestRich profile across
purchase, online interactions
& offline behaviors
Branded data sets
© eXelate Inc. Confidential and Proprietary. 24
Data Distribution Hub: 125 Integrations
Ad Exchanges / SSPs Ad Servers
Agency Trading Desks
Ad Networks & Publishers
Mobile DSPs
DMPs
VideoMeasurement & Other
© eXelate Inc. Confidential and Proprietary. 25
46 of the top 50 internet ad brands in 2013
We Power Smart Marketing
26© eXelate Inc. Confidential and Proprietary.
Q & A
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