Part 1 of NexTargeting Webinar: Building Audience Insights

Building Audience Insights The Data Value Pyramid Presented by Marc Rossen Director of Media Strategy and Analytics, [x+1] February 8, 2011

[object Object],[object Object],[object Object],If you use this OS You can use these browsers Windows XP SP2 Internet Explorer 8, 7 or 6 SP2 Windows Vista Internet Explorer 8 or 7, Firefox 3.5.7, Firefox 3.0.6, Safari 4.0.4, Safari 3.2.2 Mac OS X v10.5.8 Safari 4.0.4 Full system requirements available at http://office.microsoft.com/en-us/live-meeting/microsoft-off

Marc Rossen [x+1] Director of Media Strategy & Analytics ,[object Object]

Using data to effectively build insights is challenging, but has huge payoffs ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Agenda Webinar #2

We are still looking at data in a silos ,[object Object],[object Object],[object Object],[object Object]

Data without Context… … Is like looking at one corner of a painting The Broader Context Puzzle Piece

How do we paint a picture of our audience? ,[object Object],[object Object],[object Object]

[object Object],[object Object],How do we paint a picture of our audience? Metric Tool Set Frequency was up 2x for the week Spend was up 2x September 10 Los Angeles No creative changes Google Adx 2.0 Data without context ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

The same applies true to us ,[object Object],[object Object],What happened?

Building a framework: The Data Value Pyramid

Building a value framework is imperative to build insights that lead to action Actionable Data Finding Insight Action Most organizations are here

Organizations are running before walking ,[object Object],[object Object],By using a value framework you are forced to walk then run. In other words, you now have an analytic framework to asses your data and determine if you have can paint an accurate picture

A simplified example of the framework ,[object Object],[object Object],Actionable Data Finding Insight Action RON CPA = $10 RMKT CPA = $5 RMKT performed 2x better than RON RMKT is more productive marketing tactic Invest more $ into RMKT to drive campaign efficiency

Step One – Actionable Data ,[object Object],[object Object],What happened on 12/7-12/8?

[object Object],[object Object],How do we paint a picture of our audience? Metric Tool Set Frequency was flat Spend was up 2x December 7-8 CPM was flat No creative changes CPA down 2x Data without context ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Step two - Findings ,[object Object],[object Object]

Step Three – Insights that drive action ,[object Object],Finding Insight Action Campaign had no operational issues (no pixel/creative issues) Outside factors effected the campaign No action needs to be taken as the increase in CPA was actually still within client constraints'. Due to lower spend CPA was already well below goal this room was still available to increase CPA while increasing reach. Spend more than doubled while performance metrics dropped significantly Spend caps were not hit despite spend doubling due to supply constraints Exchange based inventory was effected for all exchanges Supply constraints were prevalent for all exchanges

The value of a framework ,[object Object],[object Object],[object Object],By using a value framework you are forced to walk then run. By running in this case, nothing needed to be done as campaign CPA was still below goal!

Putting our framework in action ,[object Object],[object Object],[object Object],[object Object]

Step one entails building our base set of actionable data Actionable Data Finding Insight Action

Audience insights are built by defining what makes your customers stand out ,[object Object],Your Customers The Internet Audience

These characteristics allow us to understand why performance trended the way it did and how it can be repeated ,[object Object],Source: DFP Audience Optimization Audience Optimization

[object Object],DMA We find actionable data by isolating the attributes that drive performance Attribute Tool Set Income Class Income Producing Assets (IPA) US Region Ideal customers defined by: ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

By aggregating data into multiple points we bring performance into context ,[object Object],People who live in Massachusetts, Florida, Georgia, South Carolina, California, and Pennsylvania Elite, High, and Moderate IPA Wealthy Income Class

Audience Segments aggregate multiple characteristics The client has 36 discreet audience segments across GEO, Income, and IPA Audience Segment

Key Takeaways ,[object Object],[object Object],[object Object],[object Object],[object Object],Take Stock, Assess, Derive, and Define

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Part 1 of NexTargeting Webinar: Building Audience Insights

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