Post on 02-Nov-2014
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Big Data in the Upper Funnel: How Custom Audience Targeting Improves New Customer Lifetime Value Jeremy LonginottiChief Revenue Officer@jkingl
Tuesday, April 30, 13
Big Data in the Upper Funnel: How Custom Audience Targeting Improves New Customer Lifetime Value Jeremy LonginottiChief Revenue Officer@jkingl
Tuesday, April 30, 13
Confidential & Proprietary
The Big Bang Explosion of Online Marketing Data
2
Tuesday, April 30, 13
Confidential & Proprietary
The Big Bang Explosion of Online Marketing Data
2
3rd Party Data1% Signal99% Noise
Challenge: Finding theright data for targeting?
Tuesday, April 30, 13
Confidential & Proprietary
Align Targeting Data with Campaign Objectives
Tuesday, April 30, 13
Confidential & Proprietary
Converting Close Existing Demand
Search, Behavioral & RetargetingIN-MARKET
Prospecting Stimulate New Demand
Contextual & Demo TargetingEmail Campaigns
PROFILE + CONTEXTUAL
Align Targeting Data with Campaign Objectives
WHODATA
WHATDATA
BrandingBuild Future Demand
SponsorshipsPROFILE
Tuesday, April 30, 13
Confidential & Proprietary
Converting Close Existing Demand
Search, Behavioral & RetargetingIN-MARKET
Prospecting Stimulate New Demand
Contextual & Demo TargetingEmail Campaigns
PROFILE + CONTEXTUAL
Align Targeting Data with Campaign Objectives
WHODATA
WHATDATA
BrandingBuild Future Demand
SponsorshipsPROFILE
Tuesday, April 30, 13
Confidential & Proprietary
4
Risk Adverse19%
Just the basics22%
Needs Advice14%
Undiversified26%
Experienced19%
Financial Services Example of Existing Customer Segments
Detailed segment profiles...
...but how can I target new prospects based
upon a profile description?
Using Existing Customer Segmentations to Target
Tuesday, April 30, 13
Confidential & Proprietary
Demos Alone Are Inconsistent and Lack Scale
5
Can your target be precisely defined by just
a couple of demos?
Tuesday, April 30, 13
Confidential & Proprietary
Demos Alone Are Inconsistent and Lack Scale
5
Income: $100k - $199k46,000,000 Users
Home Value < $400k62,000,000 Users
Age: 20-3937,000,000
Users
TotalPopulation
Can your target be precisely defined by just
a couple of demos?
Tuesday, April 30, 13
Confidential & Proprietary
Demos Alone Are Inconsistent and Lack Scale
5
AddressableAudience2,300,000
Income: $100k - $199k46,000,000 Users
Home Value < $400k62,000,000 Users
Age: 20-3937,000,000
Users
TotalPopulation
2.3M
Can your target be precisely defined by just
a couple of demos?
Less than 30% of impressions reached
the correct audience using demographic targeting
*”Building Brands in a Cross Platform World”, Nielsen white paper, November 2011.
Tuesday, April 30, 13
Confidential & Proprietary
Prebuilt Clusters Are Inaccurate and Wasteful
Start with yourdesired population
Buy media that over-indexes on
selected clusters
See where pre-built clusters overlap
Cluster CodeYoung & Digital
Country SquaresWinner’s AlwaysExecutiveGod’s HamletKids & SidewalksBright LightsSweet HomesSporty SpiceMovers & MakersUpward HeadedFast-TrackersFriars and SquiresPickup DaddiesSoccer Momma’s
Tuesday, April 30, 13
Confidential & Proprietary
Prebuilt Clusters Are Inaccurate and Wasteful
Start with yourdesired population
Buy media that over-indexes on
selected clusters
See where pre-built clusters overlap
Cluster CodeYoung & Digital
Country SquaresWinner’s AlwaysExecutiveGod’s HamletKids & SidewalksBright LightsSweet HomesSporty SpiceMovers & MakersUpward HeadedFast-TrackersFriars and SquiresPickup DaddiesSoccer Momma’s
Only 44% of impressions reached their correct target when buying media on the
basis of site composition indices.*”Building Brands in a Cross Platform World”, Nielsen white paper, November 2011.
Tuesday, April 30, 13
Confidential & Proprietary
Right Signal Is a Combination of Data Factors
7
Tuesday, April 30, 13
Confidential & Proprietary
Right Signal Is a Combination of Data Factors
7
Accurately defining the segment
requires the right data in the right
proportions
TruSignal uses Big Data and
analytics to find the right signals
✦ Value of Home✦ Household income✦ Ethnicity✦ Purchases: clothes, manicures✦ Age✦ Interest: computers, finance✦ Revolving credit card debt
Top Data Factors
Tuesday, April 30, 13
Confidential & Proprietary
TruSignal Custom Approach = Accuracy & Scale
8
Tuesday, April 30, 13
Confidential & Proprietary
Target High Value New Customers
9
Tuesday, April 30, 13
Confidential & Proprietary
Target High Value New Customers
9
Eliminate 80% of wasted impressions and focus marketing dollars on high value new customers
Tuesday, April 30, 13
Confidential & Proprietary
Premium Publishers
Activate custom audiences directly within DoubleClick
for Publishers
Mobile
DoubleClick for Publishers
Trading DesksAD AGENCY
INDEPENDENT
Widely Distribute Your Audience
Ad Networks
DSP’s
Top Portals
RTB Exchanges
Video
AUDIENCE POOL
Tuesday, April 30, 13
Confidential & Proprietary
Case Study: Life Insurance Broker
11
Client Challenge:• Generate new high value life insurance policies with acceptable ROI from display advertising
TruSignal Solution:• Custom audience to reach online consumers who look like the most profitable customers
• Implemented view-through campaign attribution to measure subsequent lower-funnel activity• Ran a 60-day campaign utilizing three ad sizes, creative concepts and a proven landing page
Tuesday, April 30, 13
Confidential & Proprietary
Case Study: Life Insurance Broker
11
Before
Before
After
After
100%Increase
60%Increase
Lead-to-Conversion Rate Avg. Premium Amount of New Customer Policy
Client Challenge:• Generate new high value life insurance policies with acceptable ROI from display advertising
TruSignal Solution:• Custom audience to reach online consumers who look like the most profitable customers
• Implemented view-through campaign attribution to measure subsequent lower-funnel activity• Ran a 60-day campaign utilizing three ad sizes, creative concepts and a proven landing page
High Value Customers
Tuesday, April 30, 13
Confidential & Proprietary
Customized Approach Yields Precision & Scale
12
Tuesday, April 30, 13
Confidential & Proprietary
Customized Approach Yields Precision & Scale
12
Scalable– A custom-built audience can incorporate over 100 different predictive data attributes and still maintain large scale.
Tuesday, April 30, 13
Confidential & Proprietary
Customized Approach Yields Precision & Scale
12
Accurate –Eliminate up to 80% of wasted impressions by focusing on the right audience for your product or brand.
Scalable– A custom-built audience can incorporate over 100 different predictive data attributes and still maintain large scale.
Tuesday, April 30, 13
Confidential & Proprietary
Customized Approach Yields Precision & Scale
12
100% Custom –Why buy someone else’s audience, when you can target your own?
Accurate –Eliminate up to 80% of wasted impressions by focusing on the right audience for your product or brand.
Scalable– A custom-built audience can incorporate over 100 different predictive data attributes and still maintain large scale.
Tuesday, April 30, 13
Confidential & Proprietary
Tuesday, April 30, 13
Confidential & Proprietary
Thank You!
Discover Your Ideal Audience
www.tru-signal.comjlonginotti@tru-signal.com twitter: @trusignal
Tuesday, April 30, 13