Welcome to your new template
From DATA 1.0 to DATA 3.0Digital planning changes & Transition to Consumer Centric marketing
Used 1st-paty data only
Pros+ Low CPA+ Simple activation procedure
ConsReach limitationRe-engage covered users (not new)
DATA 1.0: Re-targeting
Re-targeting is a very powerful tool to re-engage with consumers that have shown an interest but have not converted2
Used 3rd-paty data
Pros+ Cover NEW users (Prospects)+ Unlimited reach
ConsMedium complexity of activationMedium CPA
DATA 2.0: Audience Buying
Audience Buying is more applicable for the upper funnel to reach consumer profiles that have not engaged with the advertiser yet.
When Audience Buying, the media bought is audience focused, trying to reach the right consumer segments.
Consumer Centric marketing allows us to cherry-pick an individual consumer profile and determine the value and price of each consumer
ConsumerRIGHT CONTEXTTheme, ContentRIGHT QUALITYSite, Brand Safety
RIGHT PRICE Bid or FixRIGHT USER TargetingRIGHT TIMEFrequency, Recency, TimeRIGHT LOCATIONGeo, LocationConsumer
Used 3rd-paty data & 1st-party data & 2nd-party data
Pros+ Cover users through all purchase funnel level+ Unlimited reach+ Customized segments special for Client+ Higher ROI
ConsHigh complexity of activation
DATA 3.0: Consumer Centric Marketing
Consumer Centric view is combined as much data as possible into a holistic user profile, combining sophisticated segmentation of the website visitors with CRM and even sales data and enriching it with 2nd and 3rd party data.
Data is becoming the fundamental currency in brand-consumer relationships
ONLINE + OFFLINE
Consumer Centric approach requires a significant re-organization of data collection processFIRST PARTY DATAMaximize the value and control of owned data SECOND PARTY DATABuild completed profile of your AudienceTHIRD PARTY DATAWorth the money?
Data is fuelled by attribution models that can assign value to each touch-point.
Rather than running short-term campaigns for specific products or offers, Consumer Centric advertising is always-on, the product and offers are selected based on known consumer interests rather than marketing top down decisions.
Audience segmentation based on level of engagement
Users saw the adUsers clicked the adUsers visited Brand websiteUsers visited Brand website & engagedConverted users
Audience AnalysisTo know who is your targetAd Campaign TargetingTo contact with relevant usersHow we can use the data?
interest: BusinessmenSEGMENTATIONDATA MANAGEMENT PLATFORMInterest: Autoactivation
ProgrammaticPublishersExtension:Completed test-Drive formFIRST PARTY DATAExclude Converted Users and Clients from Awareness Communication
DATA MANAGEMENT PLATFORMCreating of new segment:people with the same profile as those who have clicked/converted during the previous brand campaign
Look-a-like modelingCollection modeling ACTIVATION
Creative #1Creative #2SECOND PARTY DATACreate performance segment based on 2nd party data
WEBSITE & CRM USER PROFILEData: Sex, Age, Social Status, Interests, Interests
Get insights about your audience!
THIRD PARTY DATADiscovery report of your site Audience
Installing DMP pixel on your website and emailing you can get access to the report providing profile of your site audience
Data: Sex, Age, Social Status, Interests, Interests12
How to leverage DATA knowledge across all digital touch-points?SEO DEPARTMENTSMM DEPARTMENTSPECIAL PROJECT DEPARTMENT
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