DMS: Lunch Workshop with Aggregate Knowledge & PointRoll: The Whole Equation: Good Data + Compelling Messages
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The document discusses the significance of combining good data and compelling messages to reach the right consumers and improve marketing performance. It emphasizes the uniqueness of the AK media intelligence platform and highlights the effectiveness of Facebook advertising, addressing common misconceptions about its conversion rates and cost efficiency. Additionally, it showcases a successful case study of a major consumer packaged goods brand using dynamic messaging and data segmentation to enhance ROI.
DMS: Lunch Workshop with Aggregate Knowledge & PointRoll: The Whole Equation: Good Data + Compelling Messages
- 1. Whole Equation: Good Data + Compelling Messages Find the Right Consumers, Deliver Creative Optimization, Improve Performance Dave Jakubowski, AK & Rob Gatto, PointRoll DIGIDAY Data Marketing Summit June 25, 2012 1
- 2. Why We’re Here (1) + (1) = (3) WINNING COMBINATION 2
- 3. AK at a Glance Who We Are We are a SaaS measurement and analytics company Media What Are The Benefits? Media & data investments on a single platform + Join currently siloed sources of information Data Transparency to control the entire user experience across all touch points What Makes AK Unique? The AK Media Intelligence Platform unifies Intelligence the user across all digital marketing channels 3
- 4. AK at a Glance – Example Media Facebook fails to sell GM on benefits of paid ads DETROIT/NEW YORK, May 17 (Reuters) - Facebook may only have itself to blame for why General + Motors rained on its IPO parade this week…. GM's decision followed Facebook officials' failure to Data convince top marketing executives at the U.S. automaker of the benefits of Facebook's paid ads … Facebook Data Points: 85% exclusive reach and 40 to 60% cheaper Intelligence 24% of all conversions and 35% better CPA 53% conversion lift with MTA; FB doesn’t “steal” conversions 4
- 5. Fact or Fiction? “ Facebook’s reach is powerful ” 5
- 6. Fact: 85% of FB’s Users Not Found Elsewhere Facebook is not “stealing” conversions Source: Aggregate Knowledge (all campaigns in flight between Jan 1 and May 23rd 2012) 6
- 7. Fact or Fiction? “ Facebook is a black hole and too expensive ” 7
- 8. Fiction: FB’s Reach is 43% Below Average Cost/User Large total reach… …at 43% below average cost Source: Aggregate Knowledge (all campaigns in flight between Jan 1 and May 23rd 2012) 8
- 9. Fact or Fiction? “ Social is an important part of my media mix ” 9
- 10. Fact: High Conversion + Low CPA = Better ROI Because so many consumers can ONLY be reached by FB… …their impact on conversions is good by any measure (LTA or MTA)… …at a CPA 35% below average Source: Aggregate Knowledge (all campaigns in flight between Jan 1 and May 23rd 2012) 10
- 11. Fact or Fiction? “ Facebook steals conversions from other inventory sources ” 11
- 12. Fiction: Facebook Gains Conversions with MTA Facebook generates more demand in the upper funnel than any other channel: Largest gain in conversions with MTA… …shows that FB is not “stealing” conversions Source: Aggregate Knowledge (all campaigns in flight between Jan 1 and May 23rd 2012) 12
- 13. Fiction: Facebook Drives New Sales 87.3% exclusive reach among converters and the 2nd largest source of new sales 13
- 14. Fact or Fiction? “ Server-to-Server solves data leakage ” 14
- 15. Fiction: Data Quality More Important Than Cookie Volume …does not mean more unique users High volume of cookie syncing… Buying more cookies doesn’t buy more reach 15
- 16. Fact or Fiction? “ Cookies churn once a month ” 16
- 17. Fiction: Half of Daily Cookies are Seen Again… …and only 1 in 3 Cookies will generate ROI over a 30 Day period On average, 55% of the cookies will be seen again… …and only 33% in a 30 Day window 17
- 18. Fact or Fiction? “ Data doesn’t work; you don’t see ROI ” 18
- 19. Fact: If You’re Buying Online Data, It probably Doesn’t Work Only 44% of users from online sources will see an Ad …and are seen less over time 69% of users from online sources only saw an Ad once... 19
- 20. Fact or Fiction? “ Offline data is too expensive ” 20
- 21. Fiction: Offline Users Convert 200%-500% Better 2-5x better Performance from Offline Data Sources 21
- 22. Fact or Fiction? “ As long as my CPA is good, my data is good ” 22
- 23. Fiction: The User Experience is Even More Important Same Cookie ID 68712441909493494 30-39 ->35-39 3 Age 40-49 ->45-49 Groups 50-59 ->50-54 $40K-$49K 3 Income $60K-$75K Groups $75K-$99K 23
- 24. Why We’re Here (1) + (1) = (3) WINNING COMBINATION 24
- 25. WHY GOOD CREATIVE MATTERS 25
- 26. PointRoll at a Glance Who We Are CONSUMERS Leading ad server, helping advertisers, agencies and publishers create, deploy, measure, and optimize interactive and action-inspiring digital campaigns across channels and devices. What We Do SMARTER, MORE Work with over half of Fortune 500 EFFECTIVE ADVERTISING Committed to service and continued innovation Our Approach PLACEMENT/ CREATIVE/ DEVICE MESSAGE 26
- 27. Strategic Dynamic Messaging Works 28% of Digital Marketers in North America believe Dynamic Optimization to be more effective than any other online ad format or technique* *SOURCE: eMarketer, Adobe 2011 Survey Digital Marketing in the Next Decade 27
- 28. Let’s see it in action 28
- 29. Right Data + Right Segment = Increased ROI for Major CPG Company Challenge: Major CPG brand with 80 brands and no coherent messaging was looking to connect with their target audiences online and drive offline purchases while eliminating media waste Strategy: Used owned data from consumer database (1st party) in addition to 3rd party data to create user profiles and deliver messages to segmented audiences in one media buy Consumers were shown dynamic ads based on their user profile Results: Received lift in offline purchases from new and repeat customers who were exposed to the ads More efficient use of their media buy = less media waste 29
- 30. In Summary (1) + (1) = (3) WINNING COMBINATION 30
Editor's Notes
- #3: We while data is incredibly valuable it’s only as good as how you use it. in the presentation I’ll talk about <audience data from the AK perspective> and then turn it over to Rob Gatto from PointRoll to talk about how you can more effectively and creatively engage your audience with data-driven dynamic creative.
- #27: Just a few things about PointRoll:We are the leading ad server. Many people have known us as an expert in rich media, but over the past several years we’ve evolved beyond the banner to be a leader in creating action inspiring digital campaigns across all digital channels and devices – whether PC, in-stream video, mobile or tablet. [build] We work with over half of the Fortune 500 and we’re committed to service and innovation [build] Our approach: [build] iWe’ve discovered over billions of impressions, thousands of campaigns and over 11 years that connecting consumer understanding with creative and placement as well as device, and continuously measuring and optimizing results result in stronger campaign performance, reach and effectiveness. The result: Smarter, more effective advertising. [NEXT SLIDE]
- #28: We’ve evolved far beyond the banner to seamlessly connect brands with your consumers.How? [build slide] We’ve discovered over billions of impressions, thousands of campaigns and over 11 years that connecting consumer understanding with creative and placement as well as device, and continuously measuring and optimizing results result in stronger campaign performance, reach and effectiveness. The result: Smarter, more effective advertising.We’ve developed new tools and creative formats and a technology platform with advanced ad analytics and dynamic creative optimization that helps you utilize this knowledge more effectively and combine audience understanding with creative and delivery to execute more action-inspiring digital experiences across display, rich media, in-stream video, tablets, mobile and more. Let’s take a look at some of the latest and greatest formats and functionalities across channels. [NEXT SLIDE]
- #30: 80 different silos.Target people in all of them.No coherent messaging.Eliminating cookie duplication.Used first party data along with third party data to build custom segments for general mills then assign a brand and message for each segment ……ability for one media buyDetermined each message and each creative for each brand and audience