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Owning Your Audience Harnessing Big Data to Better Serve Your Audience Adam Lavelle - CEO, Core Audience December 5, 2012
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Questions we’re answering
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What exactly is big data?
How do you define and manage your audiences?
What opportunities exist for marketers?
How do you leverage your audience data for better marketing?
WHAT IS BIG DATA?
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Bit (b) 1 or 0
Byte (B) 8 bits, 10010101
Kilobyte (KB) 1,000 bytes
Megabyte (MB) 1,000,000 bytes
We’ll start with data…
Gigabyte (GB) 1,000,000,000 bytes
Bit Byte
Kilobyte Megabyte
Terabyte (TB) 1,000,000,000,000 bytes
Bit Byte
Kilobyte Megabyte Gigabyte
Petabyte (PB) 1,000,000,000,000,000 bytes
Bit Byte
Kilobyte Megabyte Gigabyte Terabyte
Exabyte (EB) 1,000,000,000,000,000,000 bytes
Bit Byte
Kilobyte Megabyte Gigabyte Terabyte Petabyte
Zettabyte (ZB) 1,000,000,000,000,000,000,000 bytes
Bit Byte
Kilobyte Megabyte Gigabyte Terabyte Petabyte Exabyte
Yottabyte (YB) 1,000,000,000,000,000,000,000,000 bytes
Bit Byte
Kilobyte Megabyte Gigabyte Terabyte Petabyte Exabyte
Zettabyte
Kilo Mega Giga Tera PB EB ZB YB
Greek for ‘thousand’ Greek for ‘large’ Greek for ‘giant’ Greek for ‘monster’ Google - 1PB/hour 10b copies of Economist World’s info in 2012: 1.2ZB ?
A quick cheat sheet…
Big data has three primary challenges…
Source: Gartner
Volume How much of it is being created? Where is it all coming from?
How fast is being created? How fast can it be processed? Velocity How many different kinds of it are there? How do I piece it all together? Variety
Big data is everywhere…
We care about audience data
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How do you define and manage your audiences?
We have entered the “Age of the Customer”
Source: Forrester Research
So it’s the audience data we start caring about…
Defined by blending data sets in real time
High Scale
You are here
1st Party Data 2nd Party Data 3rd Party Data
Low
Low Differentiation
High
• Great reach
• Less accuracy
• Available to everyone
• Takes work to negotiate
• Extends reach
• No loss of 1st party data
• Currently unstructured
• Limited populations
• Basis for look-a-likes
• Highest quality source
No shortage: data sources surround us…
1st Party Data 2nd Party Data 3rd Party Data
• Website analytics data
• Display campaign data
• Inbound search data
• Onsite search data
• Email data
• User Interest data
• Offline CRM data
Brands and publishers
executing “matches” of
their audience
segments on a peer-to-
peer private basis, e.g.:
Example: defining audiences by interest
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1st Party Example: Hearst Magazines
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1st Party Attributes
3rd Party Example – Brand Marketer
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{ 3rd Party Attributes
Central to gathering audience data is the DMP
The DMP may be the hub of digital marketing
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What opportunities exist?
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The potential of audience data management
Attribution modeling
Social data
3rd party data
Youtube
Intent data
Device data
Look-a-likes
Social campaigns
SEO campaigns
Spot cable TV buying
Direct marketing
Call center systems
Source: Forrester Research, Inc.
Moving beyond channel optimization to audience-based marketing, in real-time
1st Party: Sites/Data
Partner Sites
3rd Party Data
Audience Modeling
Extend
Listen and Learn
Data Rights Management & Usage Tracking
Target and Acquire
Protect and Nurture
Grow audiences through targeted display
Secure your data, tailor content
Segment audiences and monitor performance
Clients Cookie
Pool
Interest
Lifestyle
Life- stage
Behavior
Firm o- graphics
Purchase
Demo
In-Market
Find look-a-likes, extending your audience
Audience-based marketing
Applications for audience data
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Publishers
Key components: • Mainly 1st party data • Publisher tech (ad server, SSP) • KPI: Innovating ad offerings
{ } data
data
data
data
data
data
Audience-based media and content
Increasing topline revenue, giving brands
access to audiences
Advertisers
{ } data
data
data
data
data
data
Audience based
(and better performing) media spend
Key components: • 1st and 3rd party data • Integrating w/ ad tech (DSPs, etc) • KPIs: improved CPx
Better results for brand’s media spend - harnessing
data to better target
Enterprises
{ } data
data
data
data
data
data
Key components: • 1st , 2nd, 3rd, CRM data • Enterprise tech (platforms) • KPIs: Lifetime customer value
web
ads
search
social
mobile
Delivering ‘core’ software infrastructure
to the CMO
Audience Segment
#1
Publishers can see their audience anew…
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Leveraging audience data for better marketing
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Actioning against audience data in real time
How ‘audience’ works – better display advertising
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Listen - Collect and aggregate 1st, 2nd,
and 3rd party data from both online and
offline sources.
Learn – Create and improve
audience segments from
addressable collected information.
Acquire – Targeted customers are
served enhanced impressions powered
by your audience offsite. Additional
revenue opportunities are added.
+ Purchase Intent -YOUR PRODUCTS & SERVICES -- Image Conscious + Demographics -- Female -- Up and Comer + Location + Sites Frequented
Target – Utilize media buying
platforms to fulfill reach goals
through retargeting and look alike
audience extension on public
display exchanges.
Feedback Loop
Preferred ad based on current profile
How ‘audience’ works – more relevant onsite content
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Listen - Collect and aggregate 1st, 2nd,
and 3rd party data from both online and
offline sources.
Learn – Create and improve
audience segments from
addressable collected information.
Target – Publish your segments to
your CMS or content optimization
platform.
Preferred content based on current profile
Associate your segments with
existing content paths, personas,
and workflows in the content
platform.
+ Purchase Intent -YOUR PRODUCTS & SERVICES -- Image Conscious + Demographics -- Female -- Up and Comer + Location + Sites Frequented
Engage – Targeted customers are
served dynamic content tailored to their
individual interests, needs, and requests.
Feedback Loop
How ‘audience’ works – improved email marketing
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Listen - Collect and aggregate 1st, 2nd,
and 3rd party data from both online and
offline sources.
Learn – Create and improve
audience segments from
addressable collected information.
Audience members are sent
campaign emails that are
personalized to increase response
rates and revenue.
Target – Publish your segments to
your email delivery platform.
Create and market campaigns in
your email delivery platform to serve
targeted advertisements to segment
members.
+ Purchase Intent -YOUR PRODUCTS & SERVICES -- Image Conscious + Demographics -- Female -- Up and Comer + Location + Sites Frequented
Personalized email based on current profile
Feedback Loop
A matching file is generated from your
CRM and delivered to matching
partners.
Offline customers visit your
properties online and matching
partner sites – the matches are
found and recorded.
Cookies are set, informing your
online platform with valuable non-
PII data attributes from your CRM.
+ Purchase Intent -- YOUR PRODUCTS and SERVICES -- Price Conscious + Demographics -- Female -- Up and Comer + Location + Sites Frequented
Your online customer ecosystem is
now enhanced and made larger by
your existing investment in offline
data.
Feedback Loop
How ‘audience’ works – leveraging offline data
Case study – more efficient display buying
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• Campaign to drive online conversions
• Competing against GDN, iMedia, DataXu, and ValueClick
• Ad spend driven by audience data
• Results: delivered more conversions at better CTR, and nearly as many clicks with significantly less impressions
• A third of the impressions • More conversions than all others
combined • A 2.3x CTR because of our targeting • 4x better CPA
ONE MORE THING…
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It isn’t easy…
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SUMMARY
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What we covered…
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• The big data we care about is audience data
• Audience data can come from lots of places
• Most brands are not uncovering value from their own data
• Technology exists now to make this actionable
• The technology needs to work in real-time
• There are applications for both brands and publishers
• Audience data isn’t just for buying RTB
• Brands can begin capturing audience insights now
If you leave with anything…
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1. Do a rethink - start with ‘audiences’ before channels
2. Consider a DMP as the ‘hub’ of your digital infrastructure
3. It’s still early, but its moving fast, so…
Pick a partner and start to test and learn now!
THANK YOU
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Adam Lavelle [email protected] coreaudience.com facebook.com/coreaudience @Core_Audience
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