Does this Data make my Butt look BIG? #IDSD @digitalPhilip
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The document outlines a 10-step process for effectively utilizing data in digital advertising, emphasizing the importance of audience targeting and data validation. Key steps include selecting the right data partner, understanding different data types, and implementing best practices to optimize campaign performance. The insights are supported by statistics and expert opinions from industry professionals.
![follow the user!
…people have a life [outside of their special interest website],
@DarylGMcNutt, SVP Marketing and Research @BrightRoll
#IDSD@digitalPhilip@eXelate 7](https://image.slidesharecdn.com/exelate-idsd132a-130626101723-phpapp02/85/Does-this-Data-make-my-Butt-look-BIG-IDSD-digitalPhilip-5-320.jpg)
![bring the data
…we saw a between
our media team and the data folks [at the platform].
We decided to
- @TroyLerner, President @BooyahAgency
#IDSD@digitalPhilip@eXelate 12
expertise back
in-house!
disconnect](https://image.slidesharecdn.com/exelate-idsd132a-130626101723-phpapp02/85/Does-this-Data-make-my-Butt-look-BIG-IDSD-digitalPhilip-10-320.jpg)
Does this Data make my Butt look BIG? #IDSD @digitalPhilip
- 1. 10stepstofindtheperfectdatafitforyourdigitalads! dataDoes this make my butt look big ? @digitalPhilip #IDSD #AliensAreWatching@eXelate
- 2. Share the Vision “What is so great about data!?” Step 1 #IDSD@digitalPhilip@eXelate 4
- 4. $17 CPM…you could pay the Wall Street Journal a - @BenKunz, VP Strategic Planning @Mediassociates http://www.digiday.com/publishers/native-advertising-is-bad-news/ #IDSD@digitalPhilip@eXelate 6 $2.50 CPM… or you could use audience targeting to reach the same executives at a
- 5. follow the user! …people have a life [outside of their special interest website], @DarylGMcNutt, SVP Marketing and Research @BrightRoll #IDSD@digitalPhilip@eXelate 7
- 6. Accept it. Step 2 “Is this really happening to me!?” #IDSD@digitalPhilip@eXelate 8
- 7. #IDSD@digitalPhilip@eXelate 9 Advertisers 80% 88% 89% 2012 Agencies Platforms 2013 DSPs Ad Networks Exchanges Data Usage for Ad Targeting 83% 91% 94% 3pts 5pts 3pts source: 2013 eXelate Annual Industry Survey , n=650
- 8. #IDSD@digitalPhilip@eXelate 10 Data Effectiveness for Ad Targeting (Agencies) source: 2013 eXelate Annual Industry Survey , n=650 36% Very Effective 59% Effective 3% Somewhat Effective 1% Neutral
- 9. Embrace It. Step 3 #IDSD@digitalPhilip@eXelate 11 “Who should be making the data decision?”
- 10. bring the data …we saw a between our media team and the data folks [at the platform]. We decided to - @TroyLerner, President @BooyahAgency #IDSD@digitalPhilip@eXelate 12 expertise back in-house! disconnect
- 11. 3 #1 keep your job reasons to care #2 collaborate intelligently #3 ensure your client’s best interests are met #IDSD@digitalPhilip@eXelate 13
- 12. Get Help Step 4 “Who is the right data partner for me?” #IDSD@digitalPhilip@eXelate 14
- 13. Accuracy Quintiles demo auto travel shopping 20% 60% 100%40% 80% #IDSD@digitalPhilip@eXelate 15 Data Validation: eXelate comScore
- 14. 0.23 0.36 0.48 1.00 1.00 1.00 1.82 1.36 1.20 Internet untargeted average OCR targeted average (Benchmark) eXelate targeted Data Validation: eXelate Nielsen 18-24 18-24 25-54 #IDSD@digitalPhilip@eXelate 16
- 16. Choose the Type of Data Step 5 “What type of data is best for me?” #IDSD@digitalPhilip@eXelate 18
- 20. CustomAudience #IDSD@digitalPhilip@eXelate 22 based on Look-alike Data
- 21. Custom Audience Gender: Female eXelate Demographic Gender: Female Income: $100,000 plus eXelate Demographic Income Level - $100,000 plus Age: 25-34 eXelate Demographic Age: 25-34 Interest: Wedding eXelate Interest Events - Wedding and Engagement Intent: Vegas Travel eXelate Intent Travel - Destination - Las Vegas LAS Education: College eXelate Demographic Education Level - College Grad #IDSD@digitalPhilip@eXelate 23
- 22. De-Mystification Step 6 “What does it mean!?” #IDSD@digitalPhilip@eXelate 24
- 23. *source: http://www.merriam-webster.com/dictionary/intent “He was charged with assault with intent to kill” a : the act or fact of intending : b : the state of mind with which an act is done : c : a usually clearly formulated or planned intention : purpose volition aim* #IDSD@digitalPhilip@eXelate 25 in·tent noun in-ˈtent
- 24. in·tent noun in-ˈtent a : the act or fact of intending : b : the state of mind with which an act is done : c : a usually clearly formulated or planned intention : d : exhibition of behavior that typically occurs immediately prior to a conversion event : purpose volition aim* data targeting intent #IDSD@digitalPhilip@eXelate 26
- 25. Example: eXelate Intent Auto - Buyers ~ Make:Ford - Taurus “exhibition of behavior that typically occurs immediately prior to a conversion event” behavior: visited auto shopping website & searched for Ford Taurus, submitted quote, looked up Ford dealer. typically: majority of people exhibiting that behavior buy a new in the next 90 days immediately: there are no other major steps left to do online before converting in·tent noun in-ˈtent
- 26. Men In Trouble Example: eXelate Smart Segment - Men in Trouble Definition: Gender - Male Shopping - Flowers and Gifts #IDSD@digitalPhilip@eXelate 28
- 27. Pick Quality Step 7 “how can Bruce Willis help we with my data!?” #IDSD@digitalPhilip@eXelate 29
- 28. 1 2 3 4 5source1.com source2.com source3.com source4.com source5.com Quality Controls Systems Majority Vote Result: Female because 3/5 random sites say cookie is female. #IDSD@digitalPhilip@eXelate 30
- 29. 31© 2013 eXelate Inc. Confidential and Proprietary.
- 31. 33© 2013 eXelate Inc. Confidential and Proprietary.
- 33. 1 2 3 4 5Iatethis.com catLOLz.com celebnews.com AutoLoan.com Dating.com Quality Controls Systems Weighted Vote Result: Male because 2 sites with intense registration process say cookie is male.
- 34. Leverage It Leverage It Step 8 Ambitious Advertiser is looking for committed relationship with Attractive Data Segment. #IDSD2013 #IDSD2013 #IDSD2013 #IDSD@digitalPhilip@eXelate 36
- 35. 1st Party Social Media 1st Party Custom 1st Party CRM 3rd Party Offline 3rd Party Online 0.85 0.85 1.76 2.73 1.9 3.05 Advertisers Rank Data Effectiveness for Direct Response Campaigns #IDSD@digitalPhilip@eXelate 37
- 36. 1st Party Social Media 1st Party Custom 1st Party CRM 3rd Party Offline 3rd Party Online 0.85 0.98 1.93 2.19 2.18 3.02 Advertisers Rank Data Effectiveness for Branding Campaigns source:2013 eXelateAnnualIndustrySurvey, n=650 #IDSD@digitalPhilip@eXelate 38
- 37. Think Creatively Step 9 “What else can I do with this?” #IDSD@digitalPhilip@eXelate 39
- 38. Audience Profiling informs messaging and targeting decisions, while validating audience reach.
- 40. Competitive Intent Tracker is predictive of competitive sales and tells you on which regions to focus your campaigns Auto - Buyers ~ Make: Honda - Odyssey eXelate Audience Signal Regional Midwest Auto - Buyers ~ Make: Chrysler - Town and Country eXelate Audience Signal Regional South Auto - Buyers ~ Make: Dodge - Grand Caravan eXelate Audience Signal Regional West Auto - Buyers ~ Make: Mercury - Mariner eXelate Audience Signal Regional Northeast #IDSD@digitalPhilip@eXelate 42
- 41. Step 10 “What can I do to make data work hard for me!?” 4 Best Practices #IDSD@digitalPhilip@eXelate 43
- 42. Always try to consult with the data provider directly to obtain up-to-date segment information and recommendations for your specific campaign and objectives. DO THIS: Add Data Partner to RFP Distribution List
- 43. Case studies and industry benchmarks have their place, but do not reflect the unique elements of your specific campaigns. DO THIS: Set and measure your own success/ ROI metrics.
- 44. The product or service that you are advertising has a unique sales cycle. DO THIS: Set ‘lookback’ period when using data.
- 45. Many data partner can work wonders modeling of past converters. DO THIS: Test look-alike data segments.
- 46. so much fun Try on for size. Philipa@eXelate.com Armstrong | (619) 246-6228 This was data
Editor's Notes
- #3: 15197800
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- #5: File #15275824
- #6: Per WSJ.com MediaKit:59% Male47 years$500,000 value of portfolio
- #8: "we are following the user" "Data is not Sexy, but avoiding waste is important" Aimee Munton
- #9: File #15275824
- #12: You Might Say: Boooring – I am in Media, let the data folks deal with the data.
- #13: Agencies must to bring the data decisions in house or we risk our campaigns' effectiveness being lost in the void between our strategists and 3rd party data platforms.
- #14: Lost of people furstrated. Every step removed from the client you lose accountability. Lot of people go selfmanaged, because they don’t get the granular attention. Managed service promise not fulfilled, loss of business, instead agencies eating their retainer to get a person I nhouse
- #15: File #15275824 You Expect me to Say eXelate – But no, I don’t eXelate is not for everyone. It depends on your campaign, objectives and how you define success.AUDIENCE Who is working with data – whose data are you using… BluKai, excellent data source, in fact a lot of eXelate customers have used BluKai before they came to us.
- #18: #2568586
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- #20: Skirt Female – No Skirt Male. I don’t know how they get away with that these days. But
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- #35: Two things we learn from this (1) Not everything you read on the internet is true (2) Quality beats quantity
- #36: This majority vote systems is the latest fad, only use data that performs
- #37: File #14953299
- #40: File #15275824
- #44: File #15275824
- #49: 15197800