Understanding big data is important. But mastering audience data creates break-throughs for CMOs. During a December 5 Direct Marketing Association webinar, "Owning Your Audience: Harnessing Big Data to Better Serve Your Audience," Core Audience CEO Adam Lavelle helped marketing executives understand how to apply big data to optimize audience relationships, not channels, especially with the use of a data management platform (DMP).

1. Owning Your Audience
Harnessing Big Data to Better Serve Your Audience
Adam Lavelle - CEO, Core Audience
December 5, 2012
Brought to you by:
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2. Questions we’re answering
What exactly is big data?
How do you define and manage your audiences?
What opportunities exist for marketers?
How do you leverage your audience data for better marketing?
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3. WHAT IS BIG DATA?
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4. We’ll start with data…
Bit (b) 1 or 0
Byte (B) 8 bits, 10010101
Kilobyte (KB) 1,000 bytes
Megabyte (MB) 1,000,000 bytes

5. Bit
Byte
Kilobyte
Megabyte
Gigabyte (GB)
1,000,000,000 bytes

6. Bit
Byte
Kilobyte
Megabyte
Gigabyte
Terabyte (TB)
1,000,000,000,000 bytes

7. Bit
Byte
Kilobyte
Megabyte
Gigabyte
Terabyte
Petabyte (PB)
1,000,000,000,000,000 bytes

8. Bit
Byte
Kilobyte
Megabyte
Gigabyte
Terabyte
Petabyte
Exabyte (EB)
1,000,000,000,000,000,000 bytes

9. Bit
Byte
Kilobyte
Megabyte
Gigabyte
Terabyte
Petabyte
Exabyte
Zettabyte (ZB)
1,000,000,000,000,000,000,000 bytes

10. Bit
Byte
Kilobyte
Megabyte
Gigabyte
Terabyte
Petabyte
Exabyte
Zettabyte
Yottabyte (YB)
1,000,000,000,000,000,000,000,000 bytes

11. A quick cheat sheet…
Kilo Greek for ‘thousand’
Mega Greek for ‘large’
Giga Greek for ‘giant’
Tera Greek for ‘monster’
PB Google - 1PB/hour
EB 10b copies of Economist
ZB World’s info in 2012: 1.2ZB
YB ?

12. Big data has three primary challenges…
Volume How much of it is being created?
Where is it all coming from?
Velocity How fast is being created?
How fast can it be processed?
Variety How many different kinds of it are there?
How do I piece it all together?
Source: Gartner

13. Big data is everywhere…

14. We care about audience data
How do you define and manage your audiences?
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15. We have entered the “Age of the Customer”
Source: Forrester Research

16. So it’s the audience data we start caring about…

17. Defined by blending data sets in real time
1st Party Data 2nd Party Data 3rd Party Data
You are here
Low
Scale High
Differentiation
High Low
• Currently unstructured • Takes work to negotiate • Great reach
• Limited populations • Extends reach • Less accuracy
• Basis for look-a-likes • No loss of 1st party data • Available to everyone
• Highest quality source

18. No shortage: data sources surround us…
1st Party Data 2nd Party Data 3rd Party Data
• Website analytics data Brands and publishers
• Display campaign data executing “matches” of
• Inbound search data their audience
• Onsite search data segments on a peer-to-
• Email data peer private basis, e.g.:
• User Interest data
• Offline CRM data

19. Example: defining audiences by interest
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20. 1st Party Example: Hearst Magazines
1st Party
Attributes
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21. 3rd Party Example – Brand Marketer
3rd Party
Attributes
{
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22. Central to gathering audience data is the DMP

23. The DMP may be the hub of digital marketing
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24. What opportunities exist?
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25. The potential of audience data management
Social
campaigns
Facebook SEO
Twitter Social campaigns
Youtube data
Spot cable
TV buying
Intent data 3rd
Device data party
Look-a-likes data Direct
marketing
Call center
systems
Attribution
modeling
Moving beyond channel optimization to audience-based marketing, in real-time
Source: Forrester Research, Inc.

26. Audience-based marketing Listen and Learn
1st Party: Sites/Data
Segment audiences and monitor performance
Target and Acquire
Interest
Audience Demo Lifestyle
Partner Sites Modeling
Clients Grow audiences through targeted display
Cookie Life-
Purchase
stage
Pool Protect and Nurture
Firm o-
In-Market
graphics
3rd Party Data Behavior
Secure your data, tailor content
Extend
Data Rights Management
& Usage Tracking
Find look-a-likes, extending your audience

27. Applications for audience data
Publishers Advertisers Enterprises
data data data web
Audience
{}
data
{} {}
data data email
Audience- based
data data data Audience ads
based media (and better Segment
data data data #1 search
and content performing)
data data media spend data social
data data data mobile
Key components: Key components: Key components:
• Mainly 1st party data • 1st and 3rd party data • 1st , 2nd, 3rd, CRM data
• Publisher tech (ad server, SSP) • Integrating w/ ad tech (DSPs, etc) • Enterprise tech (platforms)
• KPI: Innovating ad offerings • KPIs: improved CPx • KPIs: Lifetime customer value
Increasing topline Better results for brand’s Delivering ‘core’
revenue, giving brands media spend - harnessing software infrastructure
access to audiences data to better target to the CMO
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28. Publishers can see their audience anew…
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29. Leveraging audience data for
better marketing
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30. Actioning against audience data in real time

31. How ‘audience’ works – better display advertising
+ Purchase Intent
-YOUR PRODUCTS & SERVICES
-- Image Conscious
+ Demographics
-- Female
-- Up and Comer
+ Location
+ Sites Frequented
 Listen - Collect and aggregate 1 , 2
st nd,
 Learn – Create and improve  Target – Utilize media buying
platforms to fulfill reach goals
and 3rd party data from both online and audience segments from
offline sources. addressable collected information. through retargeting and look alike
audience extension on public
display exchanges.
Preferred ad based on current profile
Feedback Loop
 Acquire – Targeted customers are
served enhanced impressions powered
by your audience offsite. Additional
revenue opportunities are added.
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32. How ‘audience’ works – more relevant onsite content
+ Purchase Intent
-YOUR PRODUCTS & SERVICES
-- Image Conscious
+ Demographics
-- Female
-- Up and Comer
+ Location
+ Sites Frequented
 Listen - Collect and aggregate 1 , 2
st nd,
 Learn – Create and improve  Target – Publish your segments to
and 3rd party data from both online and audience segments from your CMS or content optimization
offline sources. addressable collected information. platform.
Preferred content based on current profile
Feedback Loop
 Engage – Targeted customers are  Associate your segments with
served dynamic content tailored to their existing content paths, personas,
individual interests, needs, and requests. and workflows in the content
platform.
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33. How ‘audience’ works – improved email marketing
+ Purchase Intent
-YOUR PRODUCTS & SERVICES
-- Image Conscious
+ Demographics
-- Female
-- Up and Comer
+ Location
+ Sites Frequented
 Listen - Collect and aggregate 1 , 2
st nd,
 Learn – Create and improve  Target – Publish your segments to
and 3rd party data from both online and audience segments from your email delivery platform.
offline sources. addressable collected information.
Personalized email based on current profile
Feedback Loop
 Audience members are sent  Create and market campaigns in
campaign emails that are your email delivery platform to serve
personalized to increase response targeted advertisements to segment
rates and revenue. members.
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34. How ‘audience’ works – leveraging offline data
+ Purchase Intent
-- YOUR PRODUCTS and SERVICES
-- Price Conscious
+ Demographics
-- Female
-- Up and Comer
+ Location
+ Sites Frequented
 A matching file is generated from your  Offline customersand matching
visit your  Cookies are set, informing your
CRM and delivered to matching properties online online platform with valuable non-
partners. partner sites – the matches are PII data attributes from your CRM.
found and recorded.
Feedback Loop
 Your online customer ecosystem is
now enhanced and made larger by
your existing investment in offline
data.

35. Case study – more efficient display buying
• Campaign to drive online conversions
• Competing against GDN, iMedia,
DataXu, and ValueClick
• Ad spend driven by audience data
• Results: delivered more conversions
at better CTR, and nearly as many
clicks with significantly less
impressions
• A third of the impressions
• More conversions than all others
combined
• A 2.3x CTR because of our targeting
• 4x better CPA
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36. ONE MORE THING…
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37. It isn’t easy…
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38. SUMMARY
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39. What we covered…
• The big data we care about is audience data
• Audience data can come from lots of places
• Most brands are not uncovering value from their own data
• Technology exists now to make this actionable
• The technology needs to work in real-time
• There are applications for both brands and publishers
• Audience data isn’t just for buying RTB
• Brands can begin capturing audience insights now
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40. If you leave with anything…
1. Do a rethink - start with ‘audiences’ before channels
2. Consider a DMP as the ‘hub’ of your digital infrastructure
3. It’s still early, but its moving fast, so…
Pick a partner and start to test and learn now!
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41. THANK YOU
Adam Lavelle
adam@coreaudience.com
coreaudience.com
facebook.com/coreaudience
@Core_Audience
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