caspar schlickum: audience buying and how it's changing everything
TRANSCRIPT
Audience Buying and how its changing everything
Monday 19th of September, 2011
Recent mother
Strong Credit Rating
Recent browsing on car sites
Searching for new car related terms
Net income above $100K
Presentation Title | Date7
8
Selecting the Right Segments is the New Challenge
• Trial and error method is a slow and cost prohibitive process across dozens of data providers delivering 10,000s of segments
PRIZMP$YCLE
ConneXionsDataLogix LifeStyles
Syndicated Segmentation
AgeGender
Family CompositionOccupation
College GradMarriedChildren
GrandchildrenDwelling Type
Length of Residence
Demographics
Household IncomeNet Worth
Credit WorthinessCredit Card Type
Financial ServicesInvestments
Insurance
Financials
DMA
GeographicVoter
Party Affiliation
Politics
AllergiesAnalgesics
Baby Products Carbonated Beverage
Diet Carbonated Beverage Regular Cereal
Children's Cereal Children's Food & Products
Coffee Cookie
Cosmetics Cough & Cold
Dieters Energy Drink
Frozen & Packaged Food HH Cleaners
Natural & Organic Petcare - Cat
Petcare Buyers - Dog Premium Brand
Salty Snack Sports Drink
Value Haircare Vitamin Buyers
CPG: Loyalty Card Data
AutomotiveBaby Products
Beauty & Fragrance Big & Tall Apparel
Cat Products Children's Apparel Children's Products
Consumer Electronics Corporate Attire Corporate Men
Corporate Women Cyclists
Dog Products Fine Jewelry
Fishing Fitness Flowers
Furniture & Accessories Gardening
Geriatric Supplies Gift and FlowersGifts & Cards
Golf and Tennis Health & Wellness
High Fashion/Luxury Apparel Hiking & Camping
Home & Garden Home Entertaining Home Improvement Home Organization Home Renovation
Hunting Jewelry
Mens Jeans Men's Fashion & Apparel
Natural Wellness Outdoor Sports
Pet Supply Plus Size Apparel
Runners Senior Fashions
Senior's Products Small & Home Office
Tools Toys
Weight Loss and Supplements Winter
Sports Women's Accessories
Women's Apparel Women's Shoes
CPG: Transaction Data
Car Brand AffinityMotorcycle Brand Affinity
Truck Brand AffinityVehicle Age
Vehicle Budget
Auto
Large Data Repository for Multifaceted Audience Analytics
PRIZMP$YCLE
ConneXionsDataLogix LifeStyles
Syndicated Segmentation
AgeGender
Family CompositionOccupation
College GradMarriedChildren
GrandchildrenDwelling Type
Length of Residence
Demographics
Household IncomeNet Worth
Credit WorthinessCredit Card Type
Financial ServicesInvestments
Insurance
Financials
DMA
GeographicVoter
Party Affiliation
Politics
AllergiesAnalgesics
Baby Products Carbonated Beverage
Diet Carbonated Beverage Regular Cereal
Children's Cereal Children's Food & Products
Coffee Cookie
Cosmetics Cough & Cold
Dieters Energy Drink
Frozen & Packaged Food HH Cleaners
Natural & Organic Petcare - Cat
Petcare Buyers - Dog Premium Brand
Salty Snack Sports Drink
Value Haircare Vitamin Buyers
CPG: Loyalty Card Data
AutomotiveBaby Products
Beauty & Fragrance Big & Tall Apparel
Cat Products Children's Apparel Children's Products
Consumer Electronics Corporate Attire Corporate Men
Corporate Women Cyclists
Dog Products Fine Jewelry
Fishing Fitness Flowers
Furniture & Accessories Gardening
Geriatric Supplies Gift and FlowersGifts & Cards
Golf and Tennis Health & Wellness
High Fashion/Luxury Apparel Hiking & Camping
Home & Garden Home Entertaining Home Improvement Home Organization Home Renovation
Hunting Jewelry
Mens Jeans Men's Fashion & Apparel
Natural Wellness Outdoor Sports
Pet Supply Plus Size Apparel
Runners Senior Fashions
Senior's Products Small & Home Office
Tools Toys
Weight Loss and Supplements Winter
Sports Women's Accessories
Women's Apparel Women's Shoes
CPG: Transaction Data
Car Brand AffinityMotorcycle Brand Affinity
Truck Brand AffinityVehicle Age
Vehicle Budget
Auto
Large Data Repository for Multifaceted Audience Analytics 3rd Party Data
Travel and Leisure
13 Confidential | Xaxis Capabilities | June 2011
Xaxis Awareness/Video: Precision Targeting Impacts Brand Metrics
Exposed
PURCHASE INTENT
Control
157% LIFT
Demo GeoBehavioral
Targeting
• Build awareness and consideration with consumers in specific regions for the re-launching of travel industry brand
Business
Impact
Results
135Demo index
~70% Completion Rate
1%+ CTR
Challenge
118% LIFT
BRAND AWARENESS
Control
Exposed
Multiple Targeting Lenses
*Business Impact measured by Xaxis Insights
A user visits an Auto-Magazine website ...
Proprietary data base, agreements with publishers, search etc
Look alike modelling to extrapolate fact based data points across whole internet audience
... and clicks a banner…
... to land on the Volkswagen website
Client site browsing behaviour
Surf behavior
clicks
Googlekeywords cliced
surf behavior on client‘s site
Client site browsing behaviour
A user visits an Auto-Magazine website ...
Proprietary data base, agreements with publishers, search etc
Look alike modelling to extrapolate fact based data points across whole internet audience
... and clicks a banner…
... to land on the Volkswagen website
Surf behavior
clicks
Googlekeywords cliced
surf behavior on client‘s site
2nd Party Data 1st Party Data
Confidential | Xaxis Capabilities | June 201116
Second party and look alike modelling, plus Third Party
First party, client specific data
Any data that drives and enhances performanceAction
Awareness
Engagement
Presentation Title | Date17
The stupid EU cookie Directive in 2 ½ minutes
http://www.youtube.com/watch?v=arWJA0jVPAc
Presentation Title | Date18
Step 1: OBA ad appears on a website, including Icon (bottom left in this case)
Step 2: User clicks on icon, receives a dropdown box of basic information and options
Step 3: User clicks on ‘More Information and Opt-Out Choices’ and is taken to full www.youronlinechoices.com site, with extensive information about OBA and data use
Step 4: User clicks on ‘Your Ad Choices’ and s provided with ability to opt-out of OBA targeted ads
19
Presentation Title | Date20
Confidential | Xaxis Capabilities | June 201122
Who We Are
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helping agencies and
their clients use data and
technology to reach and engage
with audiences at scale