Blake Chandlee - Anonymity to Identiy and Other Data Trends - Big Data
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The document discusses how data and targeting can be used strategically. It provides examples of how narrowly or broadly targeted online campaigns can reach 78% or 38% of audiences accurately. Similarly, Facebook campaigns can reach 92% or 89% of audiences accurately depending on how narrowly or broadly they are targeted. The document advocates targeting audiences rather than channels as media consumption has changed significantly. It also discusses how Facebook brings together on-platform and off-platform data to enable granular targeting. Finally, it provides an example of how Bud Light used Facebook targeting and data to increase brand preference and drive beer sales among its target demographic.
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Blake Chandlee - Anonymity to Identiy and Other Data Trends - Big Data
- 1. Anonymity to identity and other data trends Blake Chandlee | October 2013
- 3. Targeting real people Audiences, not channels Using data strategically Closing the loop
- 6. Targeting real people Blake Chandlee
- 8. Targeting real people The average online reach for broadly targeted campaigns is Source: Nielsen OCR, August 2013 78% accurate The average Facebook reach for broadly targeted campaigns is 92% accurate
- 9. Targeting real people The average online reach for narrowly targeted campaigns is Source: Nielsen OCR, August 2013 38% accurate The average Facebook reach for narrowly targeted campaigns is 89% accurate
- 10. Targeting real people Audiences, not channels Using data strategically Closing the loop
- 12. Audiences, not channels Source: eMarketer, US, July 2013
- 13. Audiences, not channels Source: eMarketer, US, July 2013
- 14. Audiences, not channels Source: eMarketer, US, July 2013
- 15. Audiences, not channels Source: eMarketer, US, July 2013
- 16. Audiences, not channels The consumption of media has changed 100x /day 10 – 15x /day
- 17. Facebook’s mobile growth 88% growth in total mobile minutes per user 8:20 7:18 July 2012 Source: Comscore Media Metrix, US, July 2012 – July 2013 15:45 5:51 July 2013
- 21. Targeting real people Audiences, not channels Using data strategically Closing the loop
- 24. Using data strategically Facebook brings on-Facebook, online, and offline data together to enable granular targeting, including such attributes as: Family status Life events Likes/interests Purchase behavior Purchase intent
- 25. Using data strategically # of people in-market for a car in the US (DLX/ Polk – 30.6M for new or used cars) Females 25–45 (FB data) Who like sports, soccer, or baseball (FB data) Estimated audience: 360K people Source: Estimated audience size accessed via Facebook Power Editor, 10/14/13. In-market car buyer data sourced from Datalogix Auto powered by Polk.
- 26. Targeting real people Audiences, not channels Using data strategically Closing the loop
- 27. Closing the loop, driving business outcomes
- 29. The goal • Increase brand preference among consumers ages 2134 • Drive sales of its beer during the promotional period
- 30. The solution Bud Light brand ran a Facebook only campaign between Dec 3 – Dec 31, 2012 focused on increasing the reach and frequency of its most engaging “evergreen” posts Targeting was to fans and non-fans ages 21–34 with an average frequency of 5x.
- 31. The success 3.3% Sales lift among households exposed to the ads vs. control group 22.8M 6x US households exposed by the campaign, representing 20% of total US households Return on ad spend
Hinweis der Redaktion
- Intro: Here to share developments we are seeing in the industry and how marketers should be responding to succeed in this new environment
- Want to start with something we think about all of the time at Facebook – people – because I think this will help provide context for our discussion today.
- Today, I want to discuss 4key trends we have been witnessing in the marketing industry.Targeting real people, not proxiesChanging our frame of thinking to focus on marketing to audiences, no channelsUsing data strategically – in the midst of this environment of big data that can be very overwhelmingAnd lastly closing the loop – ensuring we’re driving business outcomes with our marketing efforts.First, targeting real people:All of us in the audience know the importance of reaching real people in our marketing activities. We spend all of this time identifying who our core consumer is so in our marketing activities, we want to ensure we're reaching the right person with a message that will truly resonate with them.
- But, reaching the right person has been difficult to achieve If you’re interested in scale, marketers have turned to TV or radio – but there are inherent challenges in identifying your audience on TV and radio
- For digital marketers, for years you had to rely on anonymous browsers for your targeting, which was essentially based on inferencesAnd, for those investing in marketing on mobile, your targeting options were even weaker due to the limitations of cookies on mobile
- Now, you can reach real people online – and even on mobile People are their authentic selves on Facebook, enabling you to reach them with accuracy
- This same identity translates to mobile, meaning you can reach real people on mobile.
- Since people are their authentic selves on Facebook, we can deliver more accurate targeting, based on real information about our users. This also means that advertisers can deliver the most relevant and resonant messages to their target audiences.In broadly targeted campaigns, the average online reach is 78% accurate, but on Facebook, our average reach is 92% accurate.
- The same is true for narrowly targeted campaigns.In narrowly targeted campaigns, the average online reach is 38% accurate, but on Facebook, our average reach is 89% accurate.Because of this high accuracy on Facebook, businesses aren’t seeing wasted impressions like they do in other mediums.
- Next, changing our framing of thinking to focus on marketing to audiences and not focusing so much on which channel we’re going to market through.
- We’ve all witnessed a significant shift in consumer behavior – with more and more people spending time on digital – which is being driven by the significant increase in time spent on mobileWe can all remember the time when – or have perhaps just heard about – a time when families came together every night around their TV to connect with the outside world.
- This is the first year that time spent on digital will outpace time spent on TVThis shift is being driven by consumers spend more and more time on mobile
- And, this trend is expected to continue with digital significantly outpacing time spent on TV
- Perhaps even more illustrative is our addiction to our mobile devices. People check their phone 100x/ day and they check Facebook 10-15x/day.
- In fact, on Facebook, we’ve seen 88% growth in total mobile minutes per user since July 2012.This data should cause you to stop in your tracks because it speaks to the fact that we’re all now operating in a new paradigm and need to respond accordinglyBut, digital marketing is challenging because people are spread across a myriad of devices, leading to a fragmentation of media, all seeking to reach the right person
- But this shift in consumer behavior brings with it challengesWhile in the past large groups of people were consolidated in channels
- People are now spread across a myriad of devicesleading to a fragmentation of media, all seeking to reach the right person
- It’s time to begin thinking in terms of audiences, not channels – use platforms that enable you to reach people cross-deviceFact that we have persistent sign-on means that you can target people cross-device (and know you're consistently reaching that person seamlessly vs. disconnect experienced with other publishers)
- Next, using data strategically. In this day and age it is very easy to get overwhelmed by the massive amount of data that is accessible to us.
- Simply looking at a lumascape of all of the data players today can make your eyes hurt and your head spin
- My first piece of advice is start with what you know (e.g., your customer / 1st party data) and then consider 3rd party data for prospecting
- It is a misnomer that 1 company has 'the best data' - need to find platforms that effectively bring high-quality data together for you to act on
- Example of how marketer can use variety of online/ offline data to reach a granular segment with a customized message
- Lastly, with more people online, need an end-to-end solution measurement solution to determine return on advertising spend, but there is no industry standard --> Partnering with 3rd parties to do this
- Too many advertisers still focusing on last-click attribution, but we know that doesn't equate to salesYou need to instead connect online ad exposure with online sales and in-store saleswill take a variety of data providers/ platforms to make this work
- To bring this idea of closing the loop to life, I want to share a story about a brand that has been advertising on the Facebook platform with significant success – Bud Light. Achieving significant reach to a highly engaged audience of real people across devices – and realizing real business outcomes.
- Bud Light wanted to use Facebook as a vehicle to increase reach and frequency of its most engaging Page posts over a four-week period in December 2012 to: Increase brand preference among consumers ages 21-34 Drive sales of its beer during the promotional period
- Bud Light decided it would run a Facebook-only campaign between Dec. 3 and Dec. 31, 2012, which entailed identifying its most engaging Page posts and using Facebook media to increase their reach and frequency. Beginning Dec. 3, Bud Light ran Page posts ads that appeared in all Facebook placements as well as in mobile News Feed. Ads were created from past Page posts that had driven high engagement • One highly-engaging Page post ad showed someone pouring a Bud Light from a smartphone • Another featured a football stadium made out of luncheon meat with the text “Bud Light in the fridge.” Targeting was to fans and non-fans ages 21-34 Frequency averaged over 5X over the 28-day period - reaching 22.8M households, representing 20% of total U.S. households.
- To determine the impact of the campaign on in-store sales, Bud Light conducted a ROI study with Datalogix, which measures the actual offline sales lift resulting from digital media across a universe of over 100 million consumers on a one-on-one level, providing unprecedented scale. Results• 3.3% sales lift among households exposed to the ads versus the control group • 6X return on advertising spend • 22.8 million U.S. households reached by the campaign, representing 20% of total U.S. households • 18X increase in reach for the “smartphone Bud” to 16 million unique users after the post was distributed with Facebook media “Bud Light is a very social brand that naturally lends itself to a broad and highly-engaged Facebook fan base. This targeted campaign allowed us not only to identify and amplify our top content, but to tie fan exposure to our Page post ads to a notable uptick in offline Bud Light sales. We’re a data-driven company, and results like these help us make smart digital marketing decisions that tie to the bottom line.” Lucas Herscovici, Vice President of Digital Marketing, Anheuser Busch