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Lessons from Inside the Obama Analytics Cave: Targeted Marketing, Ad Testing and Digital Strategies...
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Transcript of Lessons from Inside the Obama Analytics Cave: Targeted Marketing, Ad Testing and Digital Strategies...
Lessons from Inside the Obama Analytics Cave:
Targeted Marketing, Ad Testing and Digital Strategies
Andrew ClasterFormer Deputy Chief Analytics
OfficerObama for America
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Agenda
1. Inside the Obama Analytics Cave
2. Targeted Marketing, Ad Testing and Digital Strategies
Analytics and Data Strategy
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1. What is our goal?
2. How do we achieve that goal?
3. What can we affect to achieve that goal?
4. How can we use analytics and data to
achieve our goal?
1. Re-elect President Obama
2. Win 270 electoral votes
3. Voter registration, persuasion, turnout and
voter protection
4. OFA Analytics and Data Strategy
The Data
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• Voter files• Election results• Census• Public polls
Public
• Field• Online (BarackObama.com, email
subscribers, online advertising, social media)
• Internal polling
Internal
• Consumer dataCommerci
al
What We Did
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Purpose
Surveys State of the race, message testing, building individual-level models
Ad testing – online, TV, direct mail
Identify most effective messages, creative executions and platforms
Ad buy optimization Optimize TV ad purchasing
Individual-level predictive modeling and targeting
Identify most responsive individuals for each message, creative execution and mode of contact and deliver targeted communications at the individual or household level
Experiments Calculate ROI for each mode of contact
Sentiment analysis Analyze importance and sentiment surrounding events and issues
Reporting Provide visibility to decision-makers regarding performance
Social media targeted sharing
Leverage social networks of supporters to increase reach and effectiveness
TV Advertising
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Spending Number of Times Ads Aired
$395M
637K
$444M
571K
OFA, DNC, Priorities USA Romney, RNC, GOP Allies
April to November Ad Buys – Broadcast and National Cable Only
Source: Washington Post, Kantar Media/CMAG
Democrats spent 11% less on TV ads
But Democratic ads aired 12% more
7
Agenda
1. Inside the Obama Analytics Cave
2. Targeted Marketing, Ad Testing and Digital Strategies
Analytics & Big Data Strategy
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What are we trying to do? What are our
goals?
What can we affect to reach those goals?
How can analytics and data help us do
this?
Role of Data Mining
The Data – Healthcare Public Relations and Marketing
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• Census• Public health dataPublic
• Customer and provider data – services, payments
• Online and offline• Historic sales, marketing and
advertising data
Internal
• Consumer dataCommerci
al
Predictive
Modeling
Big Data, Survey Data and Predictive Modeling
Big Data
Small Data
+ + =Individual-
Level Targeting
• Sales, Revenue, Profit• Corporate Reputation
Data and models can be updated
continuously
• Sales, marketing, advertising data
• CRM data• Online data (email, online ads,
Website)• Social media data• Consumer data (Acxiom,
Experian)
Big DataSmall Data
• Sampling• Surveys• Field
experiments• A/B testing
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How Can Data and Analytics Help With Targeted Marketing, Ad Testing and Digital Strategy?Who should we be targeting? Renewal, retention, lapsed customers, prospects, upselling
What products, offers and messages should we be using?
To whom should we target these products, offers and messages?
How do we develop, test and deliver effective creative, messages, offers, products?
In what media should we deliver this creative, messaging, offer, product? Email, online ads, direct mail, telemarketing, Website
How do we measure return on investment?
Goal: Deliver the right creative with the right products, offers and messages to the right targets in the right media and accurately forecast and measure results
Key Elements
Conduct randomized controlled experiments
Use actual market outcomes (e.g. profit, revenue, unit sales)
Build individual-level predictive models
Target at the individual level
Validation process
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Successful Analytics and Data Strategies
Leadership and buy-in
What does leadership care about most? What don’t they know?
Look for quick/easy win opportunities aligned to goals
Recruit allies and champions
Identify promising datasets
Get to know the data
Maintain focus on goals, results and deliverables
Analytics and Data Tools
1.Analytics Strategy Development: What are our goals? What can we affect to reach those goals? How can we use analytics and data to do this?
2. Internal Data Audit: What data do you have? Where does it live? What are you missing? What data is most valuable? What data hygiene and bias problems do you face?
3.External Data Testing: What’s out there? What is it worth? (quantify return on investment)
4.Data Integration: Combining data across platforms – online, offline, sales, marketing, advertising, CRM, etc.
5.Technology Tools: Facilitating, automating processes and reducing errors for better analysis and decision-making.
Analytics and Data Tools
6.Survey Research and Message Testing: What messages are most effective and should be tested in creative executions? What data can we collect on corporate reputation and other intangibles?
7.Ad Testing: In any format (online ads, social media, SMS, email, direct mail, TV, telemarketing) – what is our return on investment? How many dollars in revenue do we gain for each dollar of ad spending?
8.Experiments: What return are we getting on our current investments? How can we improve our messages, offers, creative execution or targeting?
9. Individual-level Predictive Modeling: For each individual, what communication (sales, marketing, advertising, etc.) is most effective – what message/offer/product do we deliver, who do we deliver it to and how do we deliver it? (creative execution and medium)
Analytics and Data Tools
10.Online/Offline Integration: How do we use online data to drive offline activity and vice-versa?
11.Social Media and Other Online Data: What can we learn by mining Twitter? What can we learn about people who follow us, friend us, like us, link to us?
12.Simulators: What tools can we provide to decision-makers to help them identify the optimal price, offer, message and measure the effect on unit sales, revenue and profit?
13.Reporting, Visualization and Mapping: Do decision-makers have insight into what is going on? Do they know what products, offers or teams are over/under-performing? What can we show them with quarterly, monthly, weekly or daily reports to help them make better decisions?