paul goad webit, turkey oct 2012
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R E A L - T I M E U N I Q U E D Y N A M I C B R A N D I N G R E S P O N S E R E T A R G E T I N G D A T A - D R I V E N E F F I C I E N T S A F E
Digital Advertising Services
October 2012
Proprietary & confidential 2012 3
Data comes of age
Basic post-action optimisation
Clicks, conversions, frequency, day part
2000 2012
Targeting,optimisation,
RTBInterest, intent,
contextual category, demographic, geographic
2008
Data management and delivery
Audience profiling, ‘lookalike’ audience
extension
Proprietary & confidential 2012 4
More data means more efficiency
Audience segments Interest/intent targeting
Use profile data for advanced targeting.
Audience extensionLookalike targeting
Use data to identify best customers, optimise and find new prospects.
Retargeting Effective for messaging site visitors but no prospecting ability.
Awareness Branding
Profiling and extending audienceProspecting & targeting potential customers
PointOf
Purchase
Retargeting with dynamic
messaging
ConsiderationPerformance
Targeting in-market customersDrive to site and maximum
optimisation to KPI
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The Right Technology
Profiling tech • Develop audience profiles and generate lookalikes – prospecting for new customers
Data Management Platform • Manage own and 3rd party data
Adserver and bidder• Use RTB to improve buying efficiency – especially retargeting
Plus – the people to build and manage it • Computer engineers• Software developers • Data scientists
Proprietary & confidential 2012
The Data Minefield
Supplier checklist• What unique data do you have?• How do you compile it – sources
and touch-points?• What 3rd party data do you use?• Quality of data?
Regional? Volume?
• What RTB capability do you have?• What reporting is provided?