the programmatic marketing revolution is here! · 2020-06-01 · in 2015 from little to big data...
TRANSCRIPT
Sacha Berlik
General Manager, Europe
@DataXu
The Programmatic Marketing Revolution
is Here!
The Digital Lifestyle is Transforming
Consumer Behavior
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Changing the Way We Buy
From Work to Play:
Auto Intenders Are Cross-Device Users
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Financial Services: Consumers Make
Transactions Across Devices
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iPad Mini
Retail: Consumers Shop on Every Device
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Consumer Behavior is Creating Big Data
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© 2011-2012 DataXu, Inc. Privileged & Confidential
From Transactional to Behavioral Data
From Static to Dynamic Data
1.8 ZB In 2011
13 + ZB In 2015
From Little to Big Data
@dataxu
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Big Data Creates a New Opportunity for Marketers
Big Data is Transforming Marketing
@dataxu
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Omni-channel
Programmatic
Auctions for ads on exchanges
Data deluge
Real-time decisions
Science
Transparent
Ad Industry Undergoing Discontinuous Change
TV, radio, print
Manual
Layers of media middle men
Data scarce
Batch-mode decisions
Faith
Opaque
Mad Men Math Men
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Values Are Changing for Marketers
High Value Engagement Personalization Conveying Your Brand as a Service
Low Value Advertising
New Approach Required
Big Data Enables You to Market Smarter … …Programmatic Marketing
What is Programmatic Marketing?
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Use of data and analytics to deliver an optimal consumer
experience
Every interaction is measured and tailored to the individual
consumer
In real-time…at the speed of life
Content Category
News
Family & Parenting LawGovt &
Politics
Arts & Entertainment
Travel
Technology &
Computing
User
Generated
Content
Hobbies &
Interests
Real
Estate
What are the demos and interests of my
best customers?
Max “Add to Cart” rate
Median “Add to Cart” rate
Min “Add to Cart” rate
Infants (0-
2)
Single
Separated
> $100K
$50-$75K
$75K-$100K
Income Children
Female
35-44
No Children
Toddlers (2-
5)
Male
25-34
$20-$50K
45-54 55-64
Tweens/Teena
gers (10-19)
Children
(5-10)
Married 65+
Gender
Age
Marital Status
Business
Society
Science 18-24
Education Food &
Drink
Shopping
Health
&
Fitness
<$20
K
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Are consumers that click really my best
customers?
Click Rate
Less than $20K
$20K-$30K
$30K-$40K
$40K-$50K
$76K-$100K
$50K-$60K
$100K-$150K
$150K-$250K
Over $500K
$250K-$500K
Purchase Rate
Over $500K
$250K-$500K
$150K-$250K
$100K-$150K
$76K-$100K
$40K-$50K
$50K-$60K
$30K-$40K
Less than $20K
$20K-$30K
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What are the Key Benefits for Marketers?
Efficiency
– Elimination of wasteful media spend
– Automation of manual work
Effectiveness
– Personalize the creative message
– Identify and focus on highest value segments
Consumer Insights
– Detailed behavioral data in real-time
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Case Study: Marketer Using Programmatic Marketing to Win
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Consumer Credit Cards: Find and
Capture Micro-Consumer Segments
Challenge
Reach prospects outside its established demographic
for a new line of savings products, and quickly move
them down the funnel – from awareness to conversion
Approach
• Discover new audiences likely to be
interested in new offerings, and use
retargeting to drive conversions
Results
• Increased ROAS by 46% and
outperformed CPA goal by 40%, while
reaching over 78 million consumers
• Discovered that urban consumers were
most responsive during daylight hours on
Tuesday, but converted on Sunday
evenings
Affluent consumers were more likely to
respond during daylight hours
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What’s Coming Next?
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Thank you!
Sacha Berlik
General Manager, Europe
@DataXu
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