understanding your data asset
DESCRIPTION
OMC12 Athens 28th June 2012TRANSCRIPT
"Understanding your data asset. What’s out there, what it means and why it matters"
Stuart Colman, Athens 28th June 2012
2
What’s it like in a world with no targeting?
• Test– Test
• Test– test
04/12/2023 7
Today, the Indexed Web contains at least 8.04 billion pages…
Thursday 28th June 2012A day in the life of the internet…
… and enough information will be consumedby internet traffic to fill 168 million DVDs.
294 BILLION emails will be sent today…(it would take 2 years to process that much snail mail in the US)
… and 2 million blog posts will be written, which is enoughto fill Time Magazine for 770 years.
172 million different people will visit Facebook, generating in excessof 10 billion minutes of viewing time…
… and 864,000 hours of video will be uploaded to YouTube…(22 million hours of tv and movies will be watched on Netflix)
… with the average person spending 14.6 minutes looking at porn.
18.7 million hours of music will be streamed on Pandora…(If a single computer started streaming this in 1AD,
it would still be streaming now)
and today, more iPhones will be sold than babies born (378k vs 371k).
Every 2 days, we create as much information as we didfrom the dawn of civilisation up until 2003
Thanks Eric Schmidt and Matt Silvermann
• Test– Test
• Test– test
04/12/2023 18
So, why does this matter, and what have we possible forgotten…?
People buy products…
Not technology…
Not channels…
Not fads…
Not gimmicks…
People buy products…
• Test– Test
• Test– test
04/12/2023 27
Data Management
30
audience data comes from many places…
Online behavior
Workplaceattributes
Ad views
Transactions
Registration
Searches
Geo/DMA
3rd party partners
Offline data
Understand your data…
Intent
Interest
Recency
Soft
Hard
Implied
All data is created equal…?
Steel
Aluminum
Plastic
Rubber
Glass
Leather
Same ingredients, different results
The Importance of Data Management Platforms (DMP)
Email List
Advertiser On-Site
Behaviour
Offline Registration
Data
3rd Party Microsite Facebook
Page
Search Data
04/12/2023 39
Your audience is in silos
Email List
Advertiser On-Site
Behaviour
Offline Registration
Data
3rd Party Microsite Facebook
Page
Search Data
04/12/2023 40DMP
Single view of your audience
41
Defining precise audiences
42
BMW, who is going to buy your car?
Audience:• Male• Professionals• High incomes• 34-55 yrs.• University educated• Adventurous aspirations
Audience:• Viewing car related content on
sites • Reading reviews on BMW, Audi,
Aston Martin, Porsche • Searching on terms to find
executive cars • Getting insurance quotes• Carrying this out 8 times in the
last 3 weeks
In-Market Executive Car Buyers
Attribute the right valueto your data…
Data Management
44
3rd-Party Data Sources
AudienceScienceSegments
2nd-PartyPartners’ Sites
ProprietaryData
Datalogix
Targus
Nielsen
Bluekai
And MORE
Over 300 standard audience segments representing the entire purchase funnel
Website partners
Affiliated sites
Offline database
Social media fan pages
Website traffic
Registration
Commerce
Offline data
E-mails
Geo
Searches
45
Don’t just take my word for it…
“The future [of advertising] will be about people and we should put people at the core.Because people are analog and we have feelings, hopes and desires, successful marketing will combine art and science, media and message, paid, owned and earned and a lot of combinations of the analog and digital world.”
– Rishad Tobaccowala Chief Strategy and Innovation Officer, VivaKi
Huffington Post, 3 October 11
The issue of performance…
47
When was the last time you clicked on an ad…?
0.1% - average campaign click thro’ rate...
NATURAL BORN CLICKERS STUDY
Age Level Indices against Total Internet
Non-Clickers Light Clickers Heavy Clickers
Income Level Indices against Total Internet
Non-Clickers Light Clickers Heavy Clickers
2-11 12-17 18-24 25-34 35-44 45-54 55-64 65+
50
75
100
125
150
175
200
2-11 12-17 18-24 25-34 35-44 45-54 55-64 65+
Social NetworkingHeavy Clickers
Heavy Clickers
Age Level Indices against Total Internet
Natural Born Clickers: Headline Results
54
YOU are the Network
55
YOU are the Network
56
YOU are the Network
The Inventory Pyramid
Premium Known Brand
Longer tail non-Brand
Gaming and Chat
Low CTR & High Conversion
High CTR & Low Conversion
So if it’s not about clicks, where is the value…?
• Goal– Multi-channel home furnishings retailer wanted to gain a deeper intelligence of their
customers’ on site activity and use this information to build audience segments that garnered the best Return on Investment (ROI)
• Results– ROI improved by 160% when compared to the previous non-targeted campaign
– Advanced Targeting Segments out performed Site Re-Targeting by 185%
– After revising creative and landing pages to accurately reflect targeted audience, the custom targeted segment experienced a 225% increase in ROI compared to the previously used contextual buy
– Main Objective in Campaign was for 10:1 ROI. Total ROI exceeded 30:1 meaning every Euro spent returned €30 in revenue!
04/12/2023 59
Major RetailerEnhancing campaign ROI
• Test– Test
• Test– test
04/12/2023 60
People buy products…
So what do those people really think abiout advertising and targeting?
12 April 2023
Consumers & Online Privacy: 2012
Users understand the need for advertising…
TV Cha
nnel
s
Radio
Sta
tions
Mag
azin
es &
Prin
t New
spap
ers
News a
nd e
nter
tain
men
t web
sites
Retai
l web
sites
Searc
h Eng
ines
Socia
l Net
workin
g sit
es
48%43%
52%44% 47%
43%37%
34%39% 38% 40% 38% 39%
44%
18% 18%
10%16% 15%
18% 20%
Happy Neither Unhappy
Apart from BBC services (which are paid for by the licence fee), lots of media use advertising to enable them to provide you with TV programmes, newspaper articles and websites. To what extent are you happy or unhappy to see advertising on these media, given the services it helps provide? Base: All Adult Internet Users in the last month (2001)
How happy, or unhappy, are people to see different forms of advertising on different media?
Only one in ten internet userswould pay for ad free content
None of these
I would be happy to pay for websites that I currently use for free if they removed the advertising from their sites
I didn't know that advertising paid for much of the content I see online
I didn't know that paid for results on search engines mean that I can use them for free
I'm happy to see advertising on the internet because it makes it possible for me to use websites
I expect a large proportion of the internet would disappear without advertising
8%
10%
22%
25%
52%
61%
65
Differing perspectives depending on age
13% - 16-248% - 55+
Websites like Google, Facebook and MailOnline (Daily Mail Online) are able to provide content for you because they make money from advertising. Please choose the statements that you agree with. Base: All adult internet users in the last month (2001)
61% expect of people think that a large proportion of the internet would disappear without advertising
Users expect advertising online and majority find it helpful
I have purchased a product or service because of an advertisement I saw online
Advertising on the internet can be helpful
I notice advertising on the internet
I expect to see advertising on the internet
47%
14%
19%
5%
22%
28%
19%
17%
31%
58%
62%
78%
Disagree Neither Agree
A third of people claim to have made a purchase because of an online Ad
Over three quarters of internet users agree that they expect to see advertising on the internet
Still thinking about advertising, to what extent do you agree or disagree with the following statements?. Base: All adult internet users in the last month (2001)
Which types of online advertising, if any, do you find useful? Base: All adult internet users in the last month (2001)
Ads that give special offers are most useful
42% liked “Ads that give me special offers”
23% liked “Ads that are entertaining
and well designed”
20% liked “Ads that offer me the chance to click through and find more info”
14% liked “Ads that remind me of advertisements that I’ve seen in other media – for example TV ads”
30% liked “Ads that
remind me of products or
services that I’m interested in”
Younger users have a greater propensity towards advertising…
74% 68% 81%
40%65% 61%
79%
35%57% 49%
77%
23%
49% 52%75%
24%
16-24 25-44 45-54 55+
% Agree
Still thinking about advertising, to what extent do you agree or disagree with the following statements?. Base: All adult internet users in the last month (2001)
Over half prefer to see ads that are relevant to their interests
Seen increasing amount of relevent advertising
Would like to know more about how online advertising is made more relevant
I accept that for free services companies need access to my online behaviour info
Advertising on sites I visit is usually completely random
Rather see advertising online that is relevant to my interests
I'd rather see a low number of relevant ads online than a high number of less relevant ads
31%
29%
29%
20%
11%
7%
39%
39%
31%
35%
35%
34%
30%
33%
40%
45%
55%
59%
Disagree Neither Agree
Thinking about online advertising, to what extent do you agree or disagree with the following statements? Base: All adult internet users in the last month (2001)
Most internet users would rather see a low number of relevant ads online than a high number of less relevant ones
People are happy to see relevant ads in exchange for quality content
Information used to show me advertisements relevant to my interests does not identify me
I am happy for advertisers to show me relevant advertisements based on my previous web browsing activities
I am happy to see relevant advertising if it means the sites I visit give me quality content
14%
24%
12%
43%
31%
33%
43%
45%
55%
Disagree Neither Agree
Showing advertising that is relevant to you can be done by using web browsing information. The information used does not identify you as an individual; it just matches categories of online activities (e.g. visiting car websites) with possible advertisements (e.g. for new cars) To what extent do you agree or disagree with the following statements?. Base: All adult internet users in the last month (2001)
Happy to see relevant adsif I get quality content
16-24 yrs 55+ yrs
61% 51%
58% 38%Happy to see relevant adsbased on browsing
• 16 – 24’s happy to see relevant ads in exchange for quality content
• Over 55’s less accepting of relevant ads based on browsing history
Attitudes to advertising differ by age group
Users understand the needfor advertising online
• Internet users are generally happy to see advertising across all media
• Internet users expect to see advertising online and understand the need for advertising to provide the content they want
• The majority think that online advertising can be helpful and prefer to see relevant advertising
• Younger age groups are more positive about advertising and more likely to be happy for their browsing activities to be used
What to remember from my presentation…
75