Leon Zemel

Achieving big marketing goals through Big Data

What has small data driven?

Too broad &Too broad &Too broad &Too broad &

Too low frequencyToo low frequencyToo low frequencyToo low frequency

Too broad &Too broad &Too broad &Too broad &

Too low frequencyToo low frequencyToo low frequencyToo low frequency

What has small data driven?

What has small data driven?

Too broad &Too broad &Too broad &Too broad &

Too low impactToo low impactToo low impactToo low impact

Too broad &Too broad &Too broad &Too broad &

Too low impactToo low impactToo low impactToo low impact

The Digital Marketer Challenge

1,000

1,200

1,400

1,600

Display conversions top out

Display attributed conversions

-

200

400

600

800

Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 11

Display attributed conversions

The Digital Marketer Challenge

1,000

1,200

1,400

1,600

2,500

3,000

3,500

4,000

Display not growing overall business objectives

Digital Sales

-

200

400

600

800

-

500

1,000

1,500

2,000

Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 11

Display attributed conversions

Client Journey

Business Growth

User InteractionsUser Interactions

Client Journey

Audience ImpactAudience

Audience

AudienceProduct Relevancy and User Need

College gradUrban dweller Family guy

Audience Behavior

Audience BehaviorIn Market Readiness

Clicked bannerSearched keywords

Visited website

5 billion monthly marketing interactions

Audience Impact

Performance campaigns

15%

20%

25%

20,000

25,000

30,000

Audience ImpactFinding the OFR by Audience Segment

Performance

0%

5%

10%

-

5,000

10,000

15,000

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15

Frequency

15%

20%

25%

80,000

100,000

120,000

Audience ImpactFinding the OFR by Audience Segment

Performance

0%

5%

10%

-

20,000

40,000

60,000

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15

Frequency

Not in target

In target

Au

die

nc

e Q

ua

lity

Audience + ImpactOptimizing Negotiated Media

Au

die

nc

e Q

ua

lity

Audience Impact

Au

die

nc

e Q

ua

lity

Audience + ImpactOptimizing Negotiated Media

Au

die

nc

e Q

ua

lity

Audience Impact

15%

20%

25%

80,000

100,000

120,000

Audience + ImpactOptimizing in RTB

Performance

0%

5%

10%

-

20,000

40,000

60,000

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15

Frequency

Not in target

In target

15%

20%

25%

80,000

100,000

120,000

Audience + ImpactOptimizing in RTB

Performance

0%

5%

10%

-

20,000

40,000

60,000

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15

Not in target

In target

Frequency

3,000

3,500

4,000

4,500

5,000

5,500

50,000,000

60,000,000

70,000,000

80,000,000

90,000,000

100,000,000

And the Results…

Digital Sales

CalibrationPeriod

The old way

1,000

1,500

2,000

2,500

3,000

-

10,000,000

20,000,000

30,000,000

40,000,000

Marketing Investment

3,000

3,500

4,000

4,500

5,000

5,500

50,000,000

60,000,000

70,000,000

80,000,000

90,000,000

100,000,000

And the Results…

CalibrationPeriod

The old way Optimized

And the Results…

Digital Sales

1,000

1,500

2,000

2,500

3,000

-

10,000,000

20,000,000

30,000,000

40,000,000

+20% growthin total digital channel sales

Marketing Investment

Key Takeaways

Unlock value from marketing data:

Identify key consumer states at the

user level

Balance marketing strategy and

investment to each user segment, in

real-time when possible

Key Takeaways

Advertisers and agencies have

unprecedented control over optimizing frequency by audience

segment segment

Companies manage business impact by user segment have driven

significant growth in their digital

channel

Customer Insight Through Deeper Analysis(The Fastest Climbers Win)

BI Reporting and

Ad-Hoc Analysis

Predictive

Analytics

Optimization

• What happened?

• When and where?

• How much?

• What will happen?

• What will the impact be?

• What is the

best choice?