create - day 1 - 12:55 - "third-party data targeting: the right way"

Third Party Data Opportunities

• Audience Overview• Opportunities • A Periscopix audience campaign life cycle• The future of third party data for search & display

Katherine Maryon

Data Types

1st

2nd

3rd

Your website data

Data gathered by data providers

Someone else’s website data

Third Party Data

• Quality data from a variety of sources

• Examples: Visual DNA, eXelate, BlueKai, Eyeota

• Qualified via online user behaviour, surveys, ‘other’

Age

Demographic

Income Level

Interests

Purchase Intent

3rd Party Data Example: Holiday Planning

Affinity > Online Travel Planners

Holiday > Beach Destinations In Market > Flight

Interest > Hotel Shoppers > Clothing In Market > Swimwear

Health > Diet & Fitness Travel > Travel Insurance

Travel > Currency Exchange

Look Alike Modelling: Finding Your Similar Audiences

General Market

Converted Market Audience Composition Report

Audience Composition Reporting

In Market

Detailed insights into

which 3rd party audiences they highly match to

Include those specific audiences in targeting mix at the top of the funnel

Turning The Keen Gardener Into A Financier

In Market Audiences

Mass Market

Research Market

In Market

Research

Intent

Consideration

In Market Audiences

In Market > Gifts & Occasions > Wedding Planning

Example Audience Campaign LifecyclePhase One

eXelate Charitable Contributions To Charity

Audience Rate Lifestyle Charity & Philanthropy

BlueKai Charity Third World

BlueKai Hobbies/Interest Charity

eXelate Retargetly Charity & social causes

BlueKai I-Behaviour Charity

Visual DNA Goals Charity

Eyeota Interest Charity

BlueKai Charity Disaster ReliefMarketing Source Charity Support 3rd world & disaster

BlueKai Charity Donate Regularly

BlueKai Wealth Window Donors & PhilanthropistsLotate Holidays & Special Events Earth Day

BlueKai Custom Categories Earth Day Enthusiasts

Datalogix Occupation Non-profit and volunteer

BlueKai Employment Volunteer

BlueKai Interest Volunteer

eXelate Interest Volunteers

Phase ThreeeXelate Charitable Contributions To Charity

Audience Rate Lifestyle Charity & Philanthropy

BlueKai Charity Third World

BlueKai Hobbies/Interest Charity

Eyeota Interest Charity

BlueKai Charity Disaster Relief

Marketing Source Charity Support 3rd world & disaster

BlueKai Wealth Window Donors & PhilanthropistsLotate Holidays & Special Events Earth Day

BlueKai Custom Categories Earth Day Enthusiasts

Datalogix Occupation Non-profit and volunteer

BlueKai Charity Third World

BlueKai Hobbies/Interest Charity

Eyeota Interest Charity

BlueKai Charity Disaster Relief

BlueKai Charity Third World

BlueKai Hobbies/Interest Charity

Eyeota Interest Charity

BlueKai Charity Disaster Relief

Phase TwoeXelate Charitable Contributions To Charity

Audience Rate Lifestyle Charity & Philanthropy

BlueKai Charity Third World

BlueKai Hobbies/Interest Charity

eXelate Retargetly Charity & social causes

Visual DNA Goals Charity

Marketing Source Charity Support 3rd world & disasterBlueKai Charity Donate Regularly

BlueKai Wealth Window Donors & PhilanthropistsLotate Holidays & Special Events Earth DayBlueKai Custom Categories Earth Day Enthusiasts

Datalogix Occupation Non-profit and volunteer

Lot of speci

fic audiences

Narrowed

down via

data analysis

Increased with additio

nal targetin

g options

The Future Of Audience Data

In Market Third Party

Search?

Google Customer

Match Similar

Audiences?

Private Data

Market Places

Cross device

audience targeting?

Any Questions?

Join us at meet the agency: Periscopix

Katherine Maryon