blake chandlee - anonymity to identiy and other data trends - big data
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Blake Chandlee, VP Global Partnerships, Facebook His presentation at the 4A's Data Summit on October 16 in NYC. Visit datasummit.aaaa.org/ for more information.TRANSCRIPT
Anonymity to identity and other data trends
Blake Chandlee | October 2013
Closing the loop
Targeting real people
Using data strategically
Audiences, not channels
Targeting real people
Radio TV
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Blakealicious
Targeting real people
Blake Chandlee
Targeting real people
Targeting real people
Source: Nielsen OCR, August 2013
92%accurat
e
78%accurat
e
The average online reach for
broadly targeted
campaigns is
The average Facebook reach
for broadly targeted
campaigns is
Targeting real people
Source: Nielsen OCR, August 2013
89%accurat
e
38%accurat
e
The average online reach for
narrowly targeted
campaigns is
The average Facebook reach
for narrowly targeted
campaigns is
Targeting real people
Closing the loop
Targeting real people
Using data strategically
Audiences, not channels
Audiences, not channels
Audiences, not channelsSource: eMarketer, US, July 2013
Audiences, not channelsSource: eMarketer, US, July 2013
Audiences, not channelsSource: eMarketer, US, July 2013
Audiences, not channelsSource: eMarketer, US, July 2013
Audiences, not channels
The consumption of media has changed
10 – 15x/day
100x/day
Facebook’s mobile growth
88%growth in total
mobile minutes per user
Source: Comscore Media Metrix, US, July 2012 – July 2013
8:207:18
15:45
5:51
July 2012 July 2013
Audiences, not channels
Audiences, not channels
Audiences, not channels
Closing the loop
Targeting real people
Using data strategically
Audiences, not channels
Facebook brings on-Facebook, online, and offline data together to enable granular targeting, including such attributes as:Family status
Life events
Likes/interests
Purchase behavior
Purchase intent
Using data strategically
Using data strategically
# of people in-market for a car in the US(DLX/ Polk – 30.6M for new or used cars)
Females 25–45(FB data)
Who like sports, soccer, or baseball(FB data)
Estimated audience: 360K people
Source: Estimated audience size accessed via Facebook Power Editor, 10/14/13. In-market car buyer data sourced from Datalogix Auto powered by Polk.
Closing the loop
Targeting real people
Using data strategically
Audiences, not channels
Closing the loop, driving business outcomes
The goal
• Increase brand preference among consumers ages 21-34
• Drive sales of its beer during the promotional period
The solution
Bud Light brand ran a Facebook only campaign between Dec 3 – Dec 31, 2012 focused on increasing the reach and frequency of its most engaging “evergreen” posts
Targeting was to fans and non-fans ages 21–34 with an average frequency of 5x.
The success
3.3% Sales lift among households exposed to the ads vs. control group
22.8MUS households exposed by
the campaign, representing 20% of total
US households
6xReturn on ad spend