From DATA 1.0 to DATA 3.0Digital planning changes & Transition to Consumer Centric marketing

29│October│2015

Used 1st-paty data only

Pros+ Low CPA+ Simple activation procedure

Cons- Reach limitation- Re-engage covered users (not new)

DATA 1.0: Re-targeting

AWARENESS

PURCHASE

LOYALTY

CONSIDERETION

Used 3rd-paty data

Pros+ Cover NEW users (Prospects)+ Unlimited reach

Cons- Medium complexity of activation- Medium CPA

DATA 2.0: Audience Buying

AWARENESS

PURCHASE

LOYALTY

CONSIDERETION

Consumer Centric marketing allows us to cherry-pick an individual consumer profile and determine the value and price of each consumer

PLACEMENT

CHANNEL

BUDGET

Consumer

RIGHT CONTEXTTheme, Content

RIGHT QUALITY

Site, Brand Safety RIGHT

PRICE Bid or

Fix

RIGHT USER Targeting

RIGHT TIMEFrequency, Recency,

Time

RIGHT LOCATIONGeo, Location

Consumer

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

Cons- High complexity of activation

DATA 3.0: Consumer Centric Marketing

AWARENESS

PURCHASE

LOYALTY

CONSIDERETION

Data is becoming the fundamental currency in brand-consumer relationships

ONLINE + OFFLINE

Consumer Centric approach requires a significant re-organization of data collection process

FIRST PARTY DATAMaximize the value and control of owned data

SECOND PARTY DATABuild completed profile of your Audience

THIRD PARTY DATAWorth the money?

Audience segmentation based on level of engagement

Clients

Hot Prospects

Prospects

Active Audience

AudienceUsers saw the ad

Users clicked the ad

Users visited Brand website

Users visited Brand website & engaged

Converted users

Audience AnalysisTo know who is your target

Ad Campaign TargetingTo contact with relevant users

How we can use the data?

Clients

Hot Prospects

Prospects

Active Audience

Audience

INTEREST: BUSINESSMEN

SEGMENTATION

DATA MANAGEMENT PLATFORM

INTEREST: AUTO

ACTIVATION

PROGRAMMATIC

PUBLISHERS

EXTENSION:COMPLETED TEST-DRIVE FORM

FIRST 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 MODELING

COLLECTION MODELING ACTIVATION

DISPLAY

MOBILE

VIDEO

CLICKED

CONVERTED

PROGRAMMATIC

PUBLISHERS

CREATIVE #1 CREATIVE #2

SECOND PARTY DATACreate performance segment based on 2nd party data

WEBSITE & CRM USER PROFILE

Data: Sex, Age, Social Status, Interests, Interests

Get insights about your audience!

THIRD PARTY DATADiscovery report of your site Audience

BUYING DEPARTMENT

How to leverage DATA knowledge across all digital touch-points?

SEO DEPARTMENT

SMM DEPARTMENT

SPECIAL PROJECT DEPARTMENT

Be ahead of all competitors!