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Effective Digital Advertising: Making Sense of Data,
Targeting and Measurement
Bryan SchroederSenior Director, Global Advertiser Product Marketing, Yahoo!
Linda YoungDirector, Addressable Advertising Solutions, Acxiom
Agenda
• Big Data Overview • Data Challenges • Proving ROI Through Offline Sales Attribution• Case Studies • Future Trends
Big Data World
Offline Data
Marketer’s Data
Online Data
Multi-Dimensional Data View
DEMOGRAPHIC
IN-MARKET
SEARCH
INTEREST
PURCHASEBEHAVIOR LIFESTYLE
CRM
SOCIAL
VIDEO ENGAGEMENT
APP DOWNLOADS
Data is Growing Exponentially
Quantity of global digital data, exabytes
130 2005
1,227 2010
2,720 2012
7,910 2015
Data Challenges
Technology to Harness Large & Diverse Data Sets
Navigating Privacy Concerns
Making Your Data Actionable
Bridging Online and Offline Sides of the Business
Technology to Harness Large and Diverse Data Sets
Big Data is not totally new Volume, velocity and variety of data increasingComplex data and combinationsNeeded:
New technologies New methodsNew guidelines New knowledge Trusted partners
Navigating Privacy Concerns
Consumer: Guidelines to leveraging behavior data
Marketer: Protecting your own data
Publisher: Protecting their user data
The Value of Addressable Data
Allows for persistent targeting
Ensures accurate reach and frequency campaign management
Solves for shared computers
Enables offline sales measurement
Combats cookie churn
Facilitates multi-screen campaign delivery
Making Data ActionableLeverage your own CRM files to reach your customers online and measure the offline sales impact
1 Advertiser provides CRM file to trusted partner, Acxiom
2 Acxiom matches advertiser file to Yahoo! addressable user file
3 Ads reach matched Yahoo! users across screens including PC, mobile and tablet
Advertiser CRM File
Yahoo! User File
Matched Audience
True ROI: Offline Sales Attribution
Yahoo! campaign exposure data is shared with trusted third party data partner, Acxiom
Advertiser customer offline sales data is shared with Acxiom and matched to Yahoo! exposure data
A report detailing sales or conversion impact across channels is sent back to the advertiser
1 2 3
Use Case: Department StoreObjective: Mirror offline direct mail campaigns to reach existing customers online and understand the offline impact
Solution: Acxiom and Yahoo! partnered to target advertiser’s customer list online and provide multi-channel insight
Results:
Drove $20M in in-store sales and $2.5M in online sales
Experienced 11% incremental lift per shopper who received both online and direct mail (vs. control group, direct mail only)
Incremental 4:1 return-on-ad-spend for online campaign
Use Case: Insurance CompanyObjective: Mirror offline direct mail campaigns to acquire new customers
Solution: Acxiom and Yahoo! partnered to target advertiser’s prospect list across Yahoo! and measure the impact on offline sales
Results: 6.3x return on ad spend
$407,190 in incremental premiums
Users exposed to the campaign were converted at a rate of 2x more than the control
Key Takeaways Develop a strategy around using your CRM driven insights
online. Don’t just test once and stop
Addressable data enables persistent targeting and offline sales measurement
Make your traditional and digital business work together through partnerships
You can safely use anonymous data and PII data, while staying privacy compliant and consumer friendly
Future Trends
Marriage of data and creative
Increased frequency and depth of campaign insights
Tools to inform overall media mix and cross channel attribution
16
FAQs
What segmentation strategies work best online?
What's the most efficient way to get started on a CRM data-driven display campaign?
How long does it take to get this kind of addressable display program up and running?
Thank You!
Bryan SchroederSenior Director, Global Advertiser Product Marketing, Yahoo!bryans@yahoo-inc.com
Linda YoungDirector, Addressable Advertising Solutions, Acxiomlinda.young@acxiom.com
Twitter: @YahooAdBuzz, @Acxiom
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