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© Copyright 2019 Orange142. Information cannot be copied or distributed without written permission
Data Management Platform
Utilizing An Enterprise Data Management Platform to Analyze Target Audience Demographics, Develop Personas and Improve Digital Advertising Engagement.
© Copyright 2019 Orange142. Information cannot be copied or distributed without written permission
Data Management Platform
EXECUTIVE SUMMARYMore than a third of marketers are leveraging data, martech targeting
tools and integrated strategies that didn’t exist five years ago and the
tourism marketing industry is still catching up to the latest technology
and digital solutions. Outdated “pay and spray” strategies generally
utilized by Destination Marketing Organizations (DMOs) are being
rapidly supplanted by new-generation data technologies and high-
ly-targeted approaches that are not only more effective, but more cost
efficient. These have evolved specifically to leverage a single view of
key audiences and to create a singular connected customer experi-
ence once an audience has been defined.
This was the foundation upon which Orange142, leveraged its Data
Management Platform (DMP) and its suite of digital advertising and
marketing solutions to re-shape the go to market approach for the
Pigeon Forge Department of Tourism. Through utilization of a DMP to
map the consumer audiences engaging with both the Pigeon Forge
Tourism website and the digital ad placements being served out,
Orange142 was able to define key personas and optimize the digital
advertising for extensive year over year performance growth.
THERESULTS• 72% Lift in advertising
Click Through Rate (CTR)
• 13% Increase in eNewsletter Sign Ups
• 12% Increase in Visitor Guide Requests
• 8% Lift in Website Session Duration
• -17% Drop in Website Bounce Rate
© Copyright 2019 Orange142. Information cannot be copied or distributed without written permission
Data Management Platform
WHAT IS A DATA MANAGEMENT PLATFORM?
A PLATFORM THAT CAPTURES, STORES, AND UNIFIES DATA THAT GOES BEYOND ADVERTISING.
• Understand how clients interact with brands.
• Layer on additional 2nd and 3rd party data for additional
insights including traits and behaviors.
• Compare those users among your own first party data
and across the overall digital audience.
• Optimize ad targeting effectiveness and track frequency
and recency to a user across all platforms to help reduce
ad spend waste.
• Do this with Look-a-like audience development and
identifying customer personas.
© Copyright 2019 Orange142. Information cannot be copied or distributed without written permission
Data Management Platform
LOOK-A-LIKE MODELING IS THE PRACTICE OF UTILIZING FIRST PARTY DATA TO EXPAND AUDIENCES THAT ARE SIMILAR TO THE USERS WHO ARE ENGAGING WITH THE BRAND.
• Email Database
• Web Traffic
• Digital Advertisement Clicks
BRAND CUSTOMER PERSONA’S (INDUSTRY CUSTOMIZATION)
• Travel Affinity – How, Why, Where, How far users
traveled?
• Travel Interests – What do users like to do?
• General Demographic data – Age, Sex, Education,
Marital Status, Kids, HHI, Music, Brand Affinities,
Media consumption, hobbies
© Copyright 2019 Orange142. Information cannot be copied or distributed without written permission
Data Management Platform
DMP SETUP & METHODOLOGY
IDENTIFICATIONIdentify key audience
interests from the client
website and segment users in
line with campaign creative.
PROSPECTINGCreate look-a-like audiences
comprised of users similar to
the interest based audiences
to boost initial campaign
prospecting.
EXPANSIONBuild additional look-a-
likes based on users who
have clicked throughout
the campaign, finding new
audiences like our most
engaged users to target.
ANALYSISAnalyze interest based
audiences to build personas
for each campaign category,
expanding our understanding
of key audiences for future
advertising efforts.
© Copyright 2019 Orange142. Information cannot be copied or distributed without written permission
Data Management Platform
DEFINING THE CLIENT’S AUDIENCE PERSONASOrange142 utilized campaign look-a-likes and DMP site data from
Pigeon Forge’s website to bolster prospecting audiences for each
creative with new users like those that had displayed interest in
creative verticals from their behavior on the website. This, combined
with additional rounds of look-a-likes optimized to those who had
clicked throughout the campaign allowed Orange142 to match the
right audience with the right creative for a stronger CTR and enabled
the delivery of unique personas for each creative vertical for the
summer 2019 campaign.
52%of consumers are
likely to switch
brands if a company
doesn’t personalize
communications
to them.
65%of business buyers are
likely to switch brands if a
vendor doesn’t personalize
communications
to their company.
© Copyright 2019 Orange142. Information cannot be copied or distributed without written permission
Data Management Platform
EXAMPLE PERSONA PROFILE: “DINING”WHO ARE THEY?The most engaged of the dining audience are primarily older
families with teenage or young adult children. They love engaging in
structured activities that they can do together as a family and have a
bit of a sweet tooth!
• Mostly married females between 55-64
with high school education and household
income between $25k and $75k.
• Dining audiences are predominantly white
(82%) and 51% identify as Republican.
• Love Restaurants such as Dairy Queen,
Golden Corral and Sonic.
•
© Copyright 2019 Orange142. Information cannot be copied or distributed without written permission
Data Management Platform
DEMOGRAPHICS
0%
5%
10%
15%
20%
25%
0%
20%
40%
60%
80%
100%
0%
5%
10%
15%
20%
25%
30%
18-2
4
65+
25-3
4
35-4
4
45-
54
55-6
4
23%
12.9%
15.7%
11.7%
24.4%
12.4%
0%
10%
20%
30%
40%
50%
60%
11%16.5% 18.3%
54.2%
0 -
4 y
rs
5 - 1
1 yrs
12 -1
6 yr
s
16+
yrs
82%
10% 5.8% 2%
Wh
ite
Afr
ican
Am
eric
an
His
pan
ic
Asi
an
< $2
5K
< $1
25 K
+
< $2
5 - $
50K
< $5
0 -
$75K
< $7
5 - $
100
K
< $1
00
- $1
25K
7%
30%28%
12%
7%
16%58%FEMALE
51%MARRIED
51%HAVE
CHILDREN
51%REPUBLICAN
AGE AGE OF CHILDREN ETHNICITY
HOUSEHOLD INCOME
© Copyright 2019 Orange142. Information cannot be copied or distributed without written permission
Data Management Platform
CLIENT AUDIENCE AFFINITIESVACATION TYPE
TRAVEL
1. Beach
2. Camping
3. Cruise
4. City Break
5. PackageVacation
6. Spa Getaway
7. ThemePark
8. World Travler
9. Winter Sports
MUSIC PREFERENCE
MUSIC
1. Pop
2. Rock
3. Country Music
4. Religious Music
5. Folk &Traditional
6. Hip-Hop/R&B
7. Classical
ENTERTAINMENT
ENTERTAINMENT
1. Comedy
2. Sci Fi &Fantasy
3. Documentary
4. Period Drama
5. Classic
6. Horror
7. Action Films
8. Romantic
9. Thriller
10. Children & Family
SPORTS
SPORTS
1. Football
2. Baseball
3. Outdoor
4. Motor Sports
5. Golf
6. Running
7. Rugby
8. Basketball
9. Soccer
10. Tennis
GENERAL INTEREST
OTHER INTEREST
1. Magazine Enthusiest
2. Book Fanatics
3. Media and Entertainment Products
4. Sports Enthusiests
5. Hobbyists and Collectors
6. Puzzles and Games
7. Sci-Fi Enthusiasts
8. Action/Adventure Enthusiast
9. History Buffs
10. Mystery and Horror EnthusiastsBRAND AFFINITY BRAND MEDIA
NEWSPAPER RADIO E-BOOKS
BOOKS
MAGAZINES DVD’S
MUSIC
Books, Radio, Newspaper, etc.
© Copyright 2019 Orange142. Information cannot be copied or distributed without written permission
Data Management Platform
TURNING INSIGHT INTO SUCCESSRELEVANT CREATIVE TO THE RIGHT AUDIENCE PERSONA
CREATIVE
PERSONA
CTR
IMPROVEMENT YoY
OUTDOORADVENTURE ATTRACTIONS ENTERTAINMENT DINING LODGING
RETARGETING A/B
0.31% 0.29% 0.33% 0.35% 0.26% 0.41%
+68% +48% +74% +71% +39% +82%
© Copyright 2019 Orange142. Information cannot be copied or distributed without written permission
Data Management Platform
CONCLUSIONThe underlying objective of Orange142’s integrated campaign for Pigeon Forge Tourism Department was
to chart a path that would give the destination a more sophisticated, more effective strategic approach,
as well as access to the same broader markets and opportunity as even the largest national advertisers.
The key was being smarter, not spending more.
The result was a data first inquiry into who Pigeon Forge’s key consumers actually are, who was engag-
ing with the brand the most and how best to develop advertising messages that would showcase what
Pigeon Forge has to offer.
A strategic focus and a clearly-defined approach to the challenges at hand. The application of first-to
market programmatic strategies. The ability to refine and re-deploy strategies based upon actionable,
real-time data. These are the building blocks of a successful marketing effort that continues to evolve.
“I am very happy to give a very strong recommendation for our friends at Orange142. Everything they do
for us is well thought out and is based on research and because of that, their marketing efforts on behalf
of Pigeon Forge have generated tremendous results for our city and our businesses. They have state of
the art reporting and insights that are unlike any other digital agency that I am aware of. The dollars that
we invest with Orange142 are some of our most effective marketing dollars, and their ROI has always
been very impressive. We regularly conduct an agency review process, and each time our selection com-
mittee has easily and happily chosen Orange142 as our digital partner.”
Leon Downey
Executive Director
Pigeon Forge Department of Tourism
THERESULTS• 72% Lift in advertising
Click Through Rate (CTR)
• 13% Increase in eNewsletter Sign Ups
• 12% Increase in Visitor Guide Requests
• 8% Lift in Website Session Duration
• -17% Drop in Website Bounce Rate