LVIMA DPD 2015 - Netmining
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Transcript of LVIMA DPD 2015 - Netmining
LVIMA – Digital Planning Day
NETMINING
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EXPERIENCE
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DATA LOOP
DESKTOP
MOBILE
DYNAMIC 1:1 MESSAGING
DMP
ON-SITE
LOOK-A-LIKE
CONTEXTUAL SIGNALSINTENT MODELS
WEATHER
CRM
TRAVEL INTENDER
MOBILE / LOCATION
DATA SOURCES
ACTIVATION
SEARCH DATA
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DATA ACTIVATION
DYNAMIC MESSAGES
DESKTOP
MOBILE
DIRECT TO PUBLISHER
PRIVATE MARKETPLACE
OPEN EXCHANGE
HIGH IMPACT
RICH MEDIA
VIDEO
DYNAMIC MESSAGES
DISPLAY ACTIVATIONCHANNELS
PROGRAMMATICINVENTORY
CREATIVEFORMATS
STANDARD
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SMART REMARKETINGSM
zz
On-Site Data
1st Party
Demo Data
Highest Interest Product
Historical Location Data
Consumer/Marketer’s Geo Locations
Demo Data
Dynamic LocalizedCreative
CONSUMER CONVERTSRESULT
CONSUMER VISITS SITE/HOTEL
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FINDING AND KEEPING YOUR BEST CUSTOMERS
v
Utilize historical visitation data of your visitors to drive them back to your property.
Upsell consumers on location for rooms, shows, dining, and nightlife.
Conquest your competition’s competitors and deliver them to your property.
v
COLLECT AND MATCHAVAILABLE DATA POINTS
TARGET YOUR OFFLINE CONSUMERS ONLINE
BRING OFFLINE DATA ONLINE
OFFLINE DATA ATTRIBUTES
Gender
Frequency
Spend
LoyaltySale
Products
Coupons
Address
Customer Database
(CRM)
Address
Frequency
Sale
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PMP DEALS
We pride ourselves in building strong and valuable partnerships. Here is a snapshot of our private marketplace deals.
SECOND LINE
Build models based on signals via browsing behavior, contextual content, sites visited by engaged consumers
Identifies which types of browsing behaviors are most likely to lead to a conversion
Understands what types of interest segments/categories over index and then serves ads to those audiences
We can build out different segments for each travel/hotel line of business
INTENT SEGMENTS
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NETMININGDATA SCIENCE TEAM
BUILDING THE UBERTRAVEL SEGMENT
LAS VEGASINTENDER
NEWLYENGAGEDURBANSOCIALITE
HARDCOREGAMBLER
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CUSTOMIZED DYNAMIC CREATIVE
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CROSS-DEVICE CAPABILITIES
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CROSS-DEVICE ANALYTICS
FLEXIBLE PRICING
SCALE / SITE QUALITY
PROPRIETARY DATA
WHY WE ARE DIFFERENT
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QUESTIONS?
Data Types:• 1st-party
• Explicit engagement/interactions on market web site
• In-store purchase data
• 2nd-party• Predictive modeling• Historical visitation
patterns by physical location (mobile)
• Real-time location (mobile)
• 3rd-party• Implicit/behavioral• Data Partnerships
3rd party
1stparty
On-siteBehavior
Geo/Lat-long
BrowsingBehavior
Habits
Shopping
History
AUDIENCEINTELLIGENCE
(our version of AI)
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UNDERSTANDING DATA SIGNALS
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DATA-DRIVEN PROSPECTING
Our data science team builds out proprietary data segments that are modeled from your 1st party data and enhanced by our 3rd party data relationships
Engage app users and website visitors using both desktop and device data. Utilize geo targeting strategies and historical location data
LOOK-ALIKE MODELING
INTENT SEGMENTS
CROSS-DEVICE TARGETING
We identify your most engaged users and uncover new prospects showing similar attributes
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COMPETITIVE CONQUESTING
3rd Party Data
On-site Behavior/Exposure Path Data
Intent Segments
Contextual Signals
Geo Location:Consumers
Geo location: Marketer’s Locations
Geo Location:Competitor’s Locations
Demo data
COMPREHENSIVE UNDERSTANDING OF COMPETITIVE LANDSCAPERESULT
CONQUESTING TACTICS
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HIGH IMPACT
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PREMIUM VIDEO
Netmining offers a wide range of video targeting capabilities. All campaigns incorporate our proprietary audience scoring and optimization technology.
Video units see 3x more engagement than the standard ad*Rhythm Media, 2014
ADVERTISERC
TR
AUTO 1
0.04%
0.124%
3X CTR
2X CTR
MARKETER RUNNING DISPLAY CAMPAIGN
AUTO 2 TIRE 1
0.04%
0.079%
TIRE 2
W/O VIDEO W/ VIDEO
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CROSS-DEVICE CAPABILITIES
Netmining’s Dynamic Insights Reporting Dashboard takes all of your display data and summarizes it into clear insights that are actionable at a glance.
Interface Examples:
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DYNAMIC INSIGHTS
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AUDIENCE INSIGHTS
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CREATIVE ENGAGEMENT INSIGHTS