exponential at dbs: big data: why you can’t beat the model in online audience targeting

2

Big Data: Why you can’t beat the model in online audience targeting

2

Presented by:Ken Nelson I Vice President Business Development

#advertisingintelligence

@exponentialinc

3

Company overview

3

• Exponential is the global provider of advertising intelligence and digital media solutions to brand advertisers.

• Our e-X Advertising Intelligence Platform combines one of the world’s largest digital media footprints with proprietary audience data and technology to deliver advertising intelligence that enables smarter, better-informed marketing decisions.

• Our audience engagement divisions apply advertising intelligence to deliver high-impact, high-engagement campaigns across display, video and mobile media.

• Exponential offers solutions in 26 countries worldwide and reaches more than 450m unique users every month*.

(comScore 2012)

4

The e-X Advertising Intelligence Platform

4

Media

Data

Tech

o Page-level contextualization engineo Expo9 traffic management systemo Deep Dive audience targeting dashboardo PageGuard brand safety solution

o 2,000+ premium, content-rich digital properties

o Monthly reach of 450m unique users worldwide

o Rich-media enabled network across display, video and mobile

o Unique online behavioral audience dataset

o Integrated 3rd-party data segmentso Aggregates 2 billion daily ‘user

events’

5

5

Harnessing big data – what you should ask?• What is the source and method of collection/matching

of your proprietary data

• How can my 1st party data be used in creating audience targets

• What is the transparency into your models of target audiences

• How are you able to execute a full funnel media program against audience targets• Upper Funnel• Lower Funnel

6

Exponential data topic tree

6

Aggregates over 2 billion daily user ‘events’

Segments users based on shared attributes

Contextualizes into a taxonomy of 50,000 attributes

7

0% 5% 10% 15% 20%

Building an efficiency curve and transparencyLif

t

Reach

We select segments based on the de-duplicated online interests and intentions we know are indicative of campaign lift to build the best-performing audience models.

7

8

Execute a full-funnel, integrated media solution

8

Engagement:

High quality brand experiences to drive consideration, purchase intent and brand favourability.

Awareness:

High impact formats with large reach to create a buzz.

Response:

Fine-targeted campaigns delivered at scale to drive performance.

9

Audience insights and modeling seeds

Website Visit or Conversion

Expo Topic 1st/3rd Party

Data Seed

• We dig inside the data to define the interests and intentions that best describe your prospective customers and challenge your assumptions about your target audience

10

10

Big data answers questions of brand marketers…• How do I maximize my ROI per dollar spent to increase my LTV

customers?

• How do my customers compare to competing brands prospects?

•What marketing medium is most effective use of my dollars to reach my audience?• TV• Radio• Digital Video / Display• Mobile• Print

•Tell me something I don’t know about my customers that’s • Actionable within a marketing plan• Scalable• A game changer!

11

Case Study

Skiers vs. Snowboarders

11

12

Audience model and performance

12

13

Home life and interests

13

14

Travel patterns

14

15

Recommendations

• Digital insights sometimes never make it to the right teams at the agencies

• Challenge strategy and creative teams at agency to uncover insights

• Provide a test budget for agencies to uncover insights and audience trends that could unlock new potential customers

•Use big data for competitive intelligence

•Make sure you understand where data comes from and the details of how models are put together

16

Thank you

16

Presented by:Ken Nelson I Vice President Business DevelopmentKen.nelson@exponential.com

#advertisingintelligence

@exponentialinc