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