Behavioral Advertising (Behavioral Targeting) - Intervento alla LUISS per Art Attack Adv
Valtech - Behavioral Targeting
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Transcript of Valtech - Behavioral Targeting
// BEHAVIORAL TARGETINGValtech Days March 17, 2011
//SEND THE RIGHT
MESSAGE TO THE
RIGHT PERSON AT
THE RIGHT TIME
//WHY SHOULD YOU
CARE ABOUT
BEHAVIORAL
TARGETING?
//THE INTERNET
IS IN ITS PRIME
//SEO/SEM/Search Engines/Login areas/Web Top Applications/Widgets/Mobile Apps
//NAVIGATE
INFORMATION
OVERLOAD
//SEO/SEM/Search Engines/Login areas/Web Top Applications/Widgets/Mobile Apps
//SEO/SEM/Search Engines/Login areas/Web Top Applications/Widgets/Mobile Apps
//DO YOU GIVE
YOUR VISITORS AN
ACTIVE CHOICE?
//BEHAVIORAL
TARGETING IS
OPTIMIZATION
OF SALES!
//BEHAVIORAL
TARGETING
IS GOOD
COMMUNICATION!
//BEHAVIORAL
TARGETING
IS GOOD
SERVICE!
//BEHAVIORAL
TARGETING IS
GOOD BRANDING
// YOUSEE® IS
ABOUT
EXCELLENCE IN
ENTERTAINMENTCLIENT CASE
//STRATEGY – YOUSEE®
TO DIFFERENTIATE ITSELF FROM
ITS COMPETITORS BY ADDING A RANGE
OF SERVICES TO THE FIRST LINE
PRODUCTS – AND IN THIS WAY GIVE
CLIENTS A QUALITATIVE ADVANTAGE
WHEN CHOOSING YOUSEE®.
//WEBSITE – YOUSEE®
”COMMUNICATE THE ENTERTAINMENT ANGLE
OF THE PRODUCT ATTRIBUTES”
- ITS A MOVEMENT FROM COMMUNICATING ”WHAT DO I GET FROM
YOUSEE®” TO ”WHAT DO I GET OUT OF CHOOSING YOUSEE®”
//CHALLENGE – YOUSEE®
REDIRECT INBOUND CALLS FROM SUPPORT
CENTER TO WEBSITE.
HOW DO WE HELP THE CLIENTS HELP THEMSELVES
ON WWW.YOUSEE.DK?
//APPROACH – YOUSEE®
1. SEGMENTATION OF TARGET AUDIENCES
ACCORDING TO NEEDS
2. PRESENT PRODUCTS AS A RESULT OF
SEGMENTATION
3. MESSAGE: ” IF YOU ENGAGE MORE WITH
YOUSEE® YOU WILL GET MORE AND BETTER
ENTERTAINMENT
//WHAT DO YOU
GET OUT OF
BEHAVIORAL
TARGETING?
//WINS
– Actual and detailed knowledge of your
clients’ behaviour
– A far more detailed picture of the needs of
your different target audiences
– A real opportunity to continously improve
your online communication
– Improving your competitive position
– Financial savings
– Increase cross-sell
//HOW DO
YOU GET
STARTED WITH
BEHAVIORAL
TARGETING?
//360o DATA COLLECTION
Demographics Attitudes Behaviors NeedsAnalytical lenses
What it tells you
Pro’s/Con’s
Sources of data
Example applications
Who the customer is
- Poor predictor of value- Moderately actionable in sales channels
- Customer surveys- Household data- IP data
- Basic offer differentiation- Ad localization
What they prefer
- Poor predictor of value- Highly actionable
- Customer surveys- Segmentation data (e.g. Acxiom, Experian etc)
- Message differentiation- Offer differentiation- Ad relevancy
What and how they purchase
- Strong predictor of value- Highly actionable- Proprietary insights- Backward looking
- Transactions- Response data (e.g. email, ads, offers)
- Click stream
- Predictive targeting (cross/up-sell, retention)
Why it’s important
- Best predictor of value- Reasonably actionable- Forward looking
- Search queries- Customer surveys
- Predictive targeting (rankings, cross/up-sell)
Learning cycle
Analyze customer data and identify opportunities
Prioritize products and design programs
Track performance and gain experiences
Select channels and optimization of com.mix21 3 4
1.1 Measure individual customer value
1.2 Micro-segment customers
1.3 Identify targets
2.1 Prioritize products
2.2 Select channels
4.1 Perform daily wrap-up
3.2 Up-sell and cross-sell in actions
3.1 Trainfrontline
employees
4.2 Track and monitor
//THE ORGANIZATIONAL PROCESS
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//THE MATHEMATICAL FORMULA
Customer 1
Customer 2
Customer 3
Marketing
Machine
66% =
33% = ?
1 2 3
Algorithm to improve Targeting
Predict next likely customer need
Predict customer value potential
Predict customers likely to churn
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//ONLINE
MARKETING SUITE–
BEHAVIORAL
TARGETING
WITHIN YOUR CMS
//Online Marketing Suite (OMS)
– Integrated Web Analytics
–A/B & Multivariate Testing
–Campaign Management
–Conversion Tracking
–Content Profiling
–Real-time Personalization
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• Geo-location Analysis (i.e. can segment down to city-
level though use of integrated MaxMind GeoIP data)
• User Pattern/Behavioral Analysis
– Web page navigation thread• Home > Solutions > Education
• Home > products > CMS
• Home > Products > CMS > Web experience Management
• Home > Products > CMS > How does CMS Compare?
• Home > Products > Focused Solution Modules > CMS Modules
• Home > Customers > Customers by Industry > Education
• Home > Partners > Europe > United Kingdom
– Responses to form field questions
(dependent on user’s participation)
– Incoming campaigns (Pay Per Click, email, etc)
– Search criteria
//Identifying Target Audiences in OMS
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//Visitor Geo-location Data
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//Profiling your content
- Build Profiles and Attributes
- Score your content
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//Build targeting rules
using MS Outlook rules
engine like interfaces
- Select the conditions for
the rule
- Select the actions for the
rule
- Define rule values
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//PUTTING IT
ALL TOGETHER
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Visitor Profile
Non-Profit:
Education:
Public Sector:
Lead score:
0
0
0
0
VISITOR
Chris Gamblen
[email protected] London
London UK
020 000 000 81 Company
CMS
Software
Chris Gamblen
[email protected] London
London UK
020 000 000 81 Company
Continued messaging however visitor didn’t
engage with us
10
0
0
0
10
80
0
0
10
100
0
35
Qualified visitor as an Education prospect
and offered relevant webinar
30
//PUTTING IT ALL TOGETHER
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