Dissecting Ghost Clicks: Ad Fraud Via Misdirected Human Clicks
GROW & MONETIZE YOUR AUDIENCE - SportsPro · implemented on the web (Javascript) and mobile apps...
Transcript of GROW & MONETIZE YOUR AUDIENCE - SportsPro · implemented on the web (Javascript) and mobile apps...
GROW & MONETIZEYOUR AUDIENCECUSTOMER-CENTRICITY USING DATA
May 2019
iX.co is uniquely positioned to help many of the world’s
most recognized brands in sports, media, entertainment,
and active lifestyle, make millions of lasting connections.
We do this in a way that’s never been possible before,
by leveraging data science to understand how audiences
behave, and what they seek, building memorable
experiences, and commercializing these connections to
help our customers grow their businesses.
INTRODUCING
WE WILL FOCUS RELENTLESSLY ON OUR CUSTOMERS.”
Jeff Bezos, Amazon Founder & CEO
“
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Customer-centricity is the name of the game. Divinely discontent, today’s
consumers demand personalization and expect products to be individually
tailored for their wants and needs. Brands must capitalize on this opportunity
to be in-tune and genuinely connect with consumers, which in turn, leads to
growth and innovation.
Better understanding your customers is central to building a business — it
allows you to increase conversions on your website, improve the customer
experience of your product, measure the impact of new initiatives, and
uncover new sources of revenue. Your relevant customer data is dispersed
across many different tools. Each of these interactions with this customer
and your business lives in a different silo.
WHY AUDIENCE GROWTH STARTS AND ENDS WITH DATA
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* https://insidebigdata.com/2017/02/16/the-exponential-growth-of-data/
To extract comprehensive customer insights and deliver holistic customer
experiences, you need a customer data technology stack that is intentionally
designed to provide key capabilities around the management, analytics,
and activation of your customer data. By breaking down data silos and
presenting a clear and unified view of your customer, your data stack should
help you answer questions like the following:
What defines our customers?
What motivates / interests them?
What resonates with our various customer segments?
Who should we target with marketing campaigns?
How we design promotions and personalize communication?
What are our customers telling us about the experience?
How do we continue improving the experience?
With a deep understanding of the business, you can develop actionable,
data-informed strategies and execute highly-performant campaigns that
attract new customers and engage existing ones.
At iX.co, we believe that data-centricity equates to customer-centricity.
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iX.co believes that the customer data technology stack (CDTS) should have
the following capabilities:
1. Data Management
The collection and unification of data across multiple sources, including
behavioral data on a website or app, financial transactions like ticket purchases,
responsiveness to marketing and advertising campaigns, and demographic /
geographical attributes, builds a 360-degree view of consumers.
2. Data Analytics
Reports and real-time dashboards allow you to view and measure the status
and efficacy of initiatives. Data analysis answers important questions and
extracts insights about customers and their behavior. Data science models
segment them and predict their future behavior and interactions.
THE CUSTOMER DATA STACK - WHAT IT DOES
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3. Data Activation
The use of microtargeting techniques in marketing and advertising campaigns
grows your brands and monetizes audiences. Campaigns are monitored in
real-time and strategies can be adjusted based on performance in near real-
time.
Each customer interaction with your business can be meaningful. Customer
journey analysis of behavior on a website or app can tell you what content
people like to read or watch, who their favorite athletes and teams are, and
what pieces of merchandise they are browsing to buy. Your customers open
and read promotional emails, buy tickets and merchandise online, click on
ads, engage with social media, and contact customer support. Gathering this
omnichannel data and unifying it into an authoritative truth set facilitates the
process of enhancing the customer experience and driving business growth.
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You will need to develop a strategy and make investments in customer
insight to get to a state of customer-centricity. Below is a visualization of the
technical elements required to build a full CDTS.
HOW TO BUILD YOUR CDTS
DATA COLLECTION1. DATA MANAGEMENT2. DATA ACTIVATION3.
DATAWAREHOUSE
Data ManagementPlatform (DMP)
Customer DataPlatform (CDP)
Business Intelligence (BI)VISUALIZE DATA
ORCHESTRATEMARKETING
LOOKALIKE AUDIENCE
Data Integration
A/B TESTING
WEB
MOBILE APP
OTT / VIDEO
POS
TICKETING
E-COMMERCE
SOCIAL
MARKETING
CRM
DATA SOURCESCUSTOMER DATA
TECH STACK E-mail Personalization (ESP)
Push Notification
Personalization & A/B Testing
MARTECH STACK
Demand SidePlatform (DSP)
Supply SidePlatform (SSP)
MEDIA BUY - CPM
MEDIA SALE - CPM
ADTECH STACK
A/B
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From data collection and pipelining to analytics and visualization, the
CDTS incorporates the following 6 categories of competencies to transform
your business into one that is data-informed and customer-centric:
Capturing Customer Interactions: Customer Analytics / Tag
Management
Storing and Querying Data: Data Warehouse
Pipelining Data To Warehouse: ELT / ETL
Connecting and Orchestrating Data: Customer Data Platform
Exploring and Visualizing Data: Business Intelligence
Supplementing Existing Data: Data Enrichment
1. Capturing Customer Interactions: Customer Analytics / Tag ManagementHow do we capture the data we need?
First, we need to collect customer data. A tag management system can be
implemented on the web (Javascript) and mobile apps (SDK) to capture
data points on customer behavior such as page views, clicks, session
duration, articles read, and videos viewed. The analysis of this data provides
insight into user journeys
and content consumption patterns, which strategically informs the product
and content teams.
THE PRICE OF LIGHT IS LESS THAN THE COST OF DARKNESS.”
- Arthur C. Nielsen, Market Researcher & Founder of ACNielsen
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2. Storing and Querying Data: Data Warehouse
Where do we put the data once we have it?
The data warehouse is a centralized data repository whose purpose
is to organize, unify, and store your data in a persistent manner. All of a
customer’s data, whether it be general demographic information or records
of interaction, are integrated from various sources into a single place to build
a unified, 360-degree view of each customer.
3. Pipelining Data to Warehouse: ETL / ELT Because the data comes from multiple sources that are not normalized, the data needs to be pipelined and transformed.
Gathering data from multiple sources requires a tool that will pipeline large
amounts of data from a data source into the data warehouse. To make
data warehouses more accessible to traditional analytic tools, data can be
organized by running it through a transformation process. There are two
common approaches to this process; (1) ETL (Extract, Transform, Load) and,
(2) ELT (Extract, Load, Transform). As the title suggests, the ETL process first
extracts data from data sources, cleanses, enriches, ‘transforms’ the data,
and then, ‘loads’ it into the data warehouse. This has been the established
practice for years.
ELT takes on a more modern approach by focusing on moving data from
point A to point B. For ELT the raw data is extracted and loaded into the
target system. Transformations are performed after the data is loaded into
NOT EVERYTHING THAT CAN BE COUNTED COUNTS, AND NOT EVERYTHING THAT COUNTS CAN BE COUNTED.”
- Albert Einstein, Physicist
“
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* https://insidebigdata.com/2017/02/16/the-exponential-growth-of-data/
the data warehouse. The transformation step may be left to the analyst / data
scientist who will implement the necessary data preprocessing to properly
analyze and model the data as opposed to the engineer whose focus is to
pipeline the data from source to destination.
Which one is right for you? It depends on the systems you already own, your
existing processes, and where the payoffs are.
4. Connecting and Orchestrating Data: Customer Data Platform Once you have all your data gathered, you segment your customers and execute a holistic strategy leveraging your Marketing Technology stack.
The customer data platform (CDP) is your omnichannel customer data
orchestrator. It resolves identities across multiple data sources, breaks
down your customer base into target segments, and sends those
segments to your MarTech stack with prescriptive instructions. Your
MarTech stack includes various activation and personalization tools (email,
targeted advertisements, push notifications, etc.). The CDP enables you to
comprehensively develop and holistically execute a marketing strategy that
personalizes communication across multiple touchpoints.
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5. Exploring and Visualizing Data: Business Intelligence Visualizations facilitate analysis and insight extraction.
A business intelligence (BI) tool is leveraged by data analysts to, at first,
explore and visualize data, and then, later, generate custom real-time
dashboards and standardized reports. These dashboards and reports can be
saved and made widely accessible to the appropriate people and teams who
need to track KPIs in real-time and evaluate the performance and successes
of various campaigns and initiatives throughout the organization.
6. Supplementing Existing Data: Data Enrichment Appending my customer profiles with external datasets enhances my view of
who my customers are.
Data enrichment is the process of adding supplementary data sets from a
partner (second-party) or a third-party to gain deeper customer insights. The
most common enrichment practice is to acquire demographic data about an
individual’s income, marital status, home ownership, categorical purchase
intent, and others to add to an existing customer dataset. Now, during the
segmentation phase, customers can be segmented on both demographic
and behavioral features.
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With your CDTS built and customers segmented, it is time to develop,
execute, and evaluate strategies to achieve the following:
Build brand awareness
Acquire new customers
Increase engagement of existing customers
Improve the customer experience
Cultivate brand loyalty
Maximize revenue
1. Define your business objectives and establish KPIs that assess your strategies around customer acquisition and engagement:
Revenue / sales
Sign-ups (loyalty, rewards, platform)
Mobile app downloads
Digital engagement: page views, session duration, etc.
Content consumption: articles read, videos viewed
E-commerce: cart abandonment rate, add-to-cart sessions
HOW TO USE YOUR CDTS
THE GOAL IS TO TURN DATA INTO INFORMATION, AND INFORMATION INTO INSIGHT.”
- Carly Fiorina, Former CEO of HP
“
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2. Develop strategies around advertising, marketing, product development, and content curation.
PERSONALIZED MARKETING
The CDTS constructs customer profiles for each individual and segments
them into target cohorts who share demographic, psychographic,
geographic, and behavioral attributes. Microtargeting is about sending the
right message to the right person at the right time. Whether it is an email
promotion, push notification on the mobile app, or content recommendation
on the website, personalization brings relevance to your brand. According to
Harvard Business Review, personalization can reduce acquisition spend by
up to 50 percent, lift revenues by 5 to 15 percent, and increase the efficiency
of marketing costs by 10 to 30 percent.
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TARGETED ADVERTISING
Targeted advertising is employed to monetize your business in two ways:
1. Attract new customers and engage existing ones to make purchases
2. Sell ad inventory to sponsors and adjacent brands
First, based off your customer segmentation analysis and strategy, your
business can leverage a data management platform (DMP), which employs
the methodology of lookalike modeling to discover and identify prospective
customers who have similar attributes to the customers in your target segments.
By connecting your DMP to a demand side platform (DSP), an advertising
system that allows you to manage the purchasing of ad slots, targeted ads
will be served to specific individuals to raise brand and/or promotional
awareness. Segments could include groups described as cart abandoners,
newly signed-up members, or high lifetime value customers.
Second, with a deep understanding of who connects with your
platform, your digital properties can now monetize your audiences’
eyeballs. By hooking into a supply side platform (SSP), your web
and mobile apps can generate revenue by selling ad inventory to
other brands. Once you have a large enough audience base, other
organizations will want to become partners and sponsors of your brand
and platform.
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PRODUCT DEVELOPMENT
By analyzing user journey behavior on the digital properties and listening
to customer feedback, you can build the right products and features to
continue innovating and enhancing the customer experiences.
CONTENT CURATION
It is imperative to tell fun, interesting, and exciting stories about your brand.
By understanding which pieces of content resonate with your audiences,
content analytics gives you strategic insight into the effective production
and distribution of your brand’s content and takes the following into account:
1. Creation: topic, medium, length, creator
2. Distribution: social media, advertising, marketing
3. Evaluate and iterate
Examine the KPIs and assess how you are doing to achieve your business
goals. Continue learning and iterating. Through rigorous experimentation, an
optimal solution will emerge.
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At iX.co we believe that data-centricity puts your
customers first and enables you to tailor personalized
solutions to maximize each individual customer’s
experiences as well as your bottom line.
We can begin this process with a free audit that examines
the way you are currently collecting and managing data.
We can then recommend a short-term build/measure
approach process with
an eye on reasonable investment and ROI.
Contact us today to learn more about the customer
data technology stack and what our Audience Growth
& Monetization (AG&M) Practice can do for your
organization.
Go to iX.co/contactus to learn more!
NEXT STEPS
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GLOSSARY
TAG MANAGEMENT SYSTEM - A tag management system enables the collection of user
behavior data on web and mobile properties. By “tagging” the web and mobile apps, we
capture data points around page views, clicks, session duration, and more. The analysis of
this data capture provides insight into user journeys and content consumption patterns,
which strategically informs the product and content teams.
CUSTOMER RELATIONSHIP MANAGEMENT (CRM) - A customer relationship management
system manages a company’s relationships and interactions with customers and potential
customers. It’s main focus is to help collect all the key moments a company has with its
customers throughout the lifecycle with them, including finding new customers, winning
their business, and providing support and additional services throughout the relationship.
POINT OF SALE SYSTEM (POS) - A point of sale system is used to complete retail
transactions. The system is used to prepare an invoice, indicate the options for payment, and
to make payment in exchange for goods or after provision of a service. Common examples
of this are the Micros system used for food and beverage vendors.
DATA ENRICHMENT - Data enrichment is a methodology to acquire customer data on other
platforms and properties. By collecting first-party data about its customers such as name,
email, and address, we can purchase marketing data that matches at the household or
individual level to enrich our understanding of each individual customer and build complete
consumer profiles that span multiple categories and verticals. Examples include purchase
intent, surveyed interest, and/or quarterly transaction estimates of categories such as
luxury retail, sporting goods, or electronics.
MARTECH STACK - Marketers are now stacking technologies together to create an
integrated series of tools that allows them to build customer relationships across multiple
channels. Simply stated, a Martech stack is a grouping of technologies that marketers
leverage to conduct and improve their marketing activities. Examples of MarTech tools
are Marketo (marketing automation), Salesforce (Customer Realtionship Management),
MailChimp (email marketing/management), and Urban Airship (mobile push notifications),
among many others.
DATA WAREHOUSE - The data warehouse is our centralized data repository, where all of
the data sources are integrated and unified. All of an organization’s data can be ingested
into this platform -- digital user behavior from tag management, CRM, customer billing,
transaction / POS, digital campaign performance with respect to advertising and marketing,
revenue. This is where we build and store the master customer database tables.
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CUSTOMER DATA PLATFORM (CDP) - The CDP also serves as the orchestrator of strategies
around personalization and marketing with respect to email, push notification, and the digital
experience. It connects to your data, segments your customer base, and natively connects
to tools around email, push notifications, personalization, and A/B testing on which we can
deploy digital strategies to consumers.
DATA MANAGEMENT PLATFORM (DMP) - The DMP is the solution used to individually
target existing or potentially new clients via digital advertising. Once audience segments
have been generated, the DMP employs the methodology of lookalike modeling, which is
the discovery and identification of new potential clients who have exhibited similar behavior
to the individuals in the various segments. Then, we can choose to target known and
unknown users with specific advertising campaigns. Ultimately, this is the tool used to buy
media inventory, serve precise ads to targeted individuals, and onboard new clients having
leveraged various digital channels including display and video ads, social media, and search
engines.
BUSINESS INTELLIGENCE (BI) - A business intelligence (BI) tool enables data analysts to
query, analyze, and visualize data to generate beautiful, informative, and intuitive reports
and dashboards that can be produced and replicated monthly, quarterly, or any preferred
cadence. As all of the data will be ingested and transformed within the CDP, the selected BI
tool will sit on top of the CDP solution.
ADTECH - Ad tech, short for advertising technology, refers to the digital systems that
enable the buying and selling of media assets, i.e., advertisements for the purposes of the
named initiative, audience growth and monetization. The demand side platform (DSP)
manages the buying of inventory while the supply side platform (SSP) manages their sale
and the associated revenue. After building segments or target groups in the DMP, the DMP
connects to a DSP with the objective of growing the audience by finding and advertising to
potential new customers. At the same time, the SSP manages the process of organizing a
real-time bidding auction marketplace for the sale of ad inventory on the web and mobile
apps and maximizing revenue.
Michael Lishnevsky Sr. Director, Strategic Consulting, Audience Growth & Monetization (AG&M)
Grow & Monetize Your AudienceCustomer-Centricity Using Data