Predictive Behavioral Targeting 280509
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Transcript of Predictive Behavioral Targeting 280509
Delivering People Not Pages
Predictive Behavioral Targeting
1.What we do
Predictions & Predicting Explained
Challenge | Lack of Product Relevant Websites
Traditional Behavioural Targeting (BT) works for Cars, Finance and Travel. But no online behaviour is
available for Lemonade, Chocolate or Cosmetics.
Fast Moving Consumer Goods (FMCG) requires user data on Socio-Demographics, Interests and
Lifestyle.
Process | 3 Steps To Target
Element 1| Click Behaviour Measurement
Click Behaviour
Measuring click behaviour (using cookies) delivers information on the subject and frequency of visits to each page of your website.
Measurements taken from all active cookies
Element 2 | Surveying
Online Surveying
Surveying website users delivers important data on socio-demographics, lifestyle and product interests
Measurement of all non-deleted cookies
Process Two | Survey Invitation
Process Two | Survey example
Element 3 | Creation of Profiles / Statistical Models
Creation of Profiles
Surveyed users are compared with non-surveyed users in real-time, using statistical models = Predictions
Measurement data from all active cookies
Surveying of website
users
100% Site Visitor Coverage
Element 5 | Delivery of the Predictions
Profile Delivery
An advertisement, e.g. for toilet paper, will only be delivered to the person who does the household shopping
Measurement data from all active cookies
Survey of website visitors
100% coverage of all website users
Profiling
1. Sociodemographical Data
• Gender
• Age Groups
• Household Leader
• Houshold Income
• Employment status
2. Product Interests: • Food
• Body, hair or dental-care products
• Household hygiene papers
• Cleaning agents
• Health supplements
Further Interests/Affinities• Autos
• Travel
• Finance
product interests available in combination with gender or/and age group
age group or/and education available in combination with gender
Segmentation | Recommended Construction
Max. 3criteria
combined recommended
Combination of sociodemographic data, affinities and/or product interests
nugg.ad | Target Groups (on the German market)
Travel & CarsPrivate & Business
Fashion
Food & Drink Lifestyle & Leisure
Finance Consumer Electronics
Beauty & Care Health
Top Groups; Travel & Cars, Beauty & Care, Demographics
Home & Garden
2.Success Criteria
Targeted Campaigns
Campaign Learning´s | Success Criteria
Increase Reach within target group
Increase Click-Thru-Rates (CTR´s)
Increase Conversions
Reduce Media Loss (brand impact)
3.Budget Efficiency
Reduce Media Loss | with PBT
only 33% of users are Female => 67% media loss
PBT reduces media loss by 36 percentage points
Advertisers save 43% in terms of real CPM
Rate Card CPM Real CPM Efficiency
Percentage of target group reached without PBT
33% € 10.00 € 30.30
Percentage of target group reached with PBT
69% € 12.00 € 17.39 +43%
“..You are not advertising for clicks or gross rating points….What you're
advertising for is to sell me stuff or change perception, and that's what we
need to be measuring again..”
Carrie Frolich, Managing Partner, Digital Interaction MEC Interaction NYC
Closing Statement | Carrie Frohlich