How Marketers Can Uncover their Stash of Marketing Data to Drive Performance beyond display into Facebook and Twitter
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This document discusses how marketers can leverage their marketing data across different channels like display, social media, mobile, and video using programmatic advertising. It notes that while big data means a large amount of unstructured data, programmatic marketing can make this data actionable. Specifically, the document highlights that a programmatic advertising platform called Chango connects marketers with customers in real time across these different channels using the large amount of data collected, including over 20,000 GB of data daily and 1 trillion page views monthly. An example scenario is provided showing how an omni-channel customer experience could work in the future using live customer data and programmatic advertising.
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How Marketers Can Uncover their Stash of Marketing Data to Drive Performance beyond display into Facebook and Twitter
- 1. How Marketers Can Uncover their Stash of Marketing Data to Drive Performance beyond display into Facebook and Twitter June 2014
- 2. Martyn Bentley Regional Vice President, @martynbentley
- 3. Chango is a programmatic advertising platform that connects marketers with their customers in real time across Display, Social, Mobile, & Video. CHANGO IN A NUTSHELL
- 4. Programmatic Everywhere RTB DISPLAY RTB MOBILE RTB SOCIAL (FBX) RTB VIDEO NATIVE SMART TV RTB Premium Display SOCIAL (TWITTER) OOH RADIO GLASSES $ 2008 2013 It started with RTB for display, it will end with everything… you have to be set up now for masses of live data
- 5. Facebook takes the lion’s share of paid media budget Survey of 449 brand marketers and agencies, May 2014
- 6. Data – Finding the Angel in the Marble
- 7. ‘Big Data’ simply means ‘more data’, lots of it to be precise. And it’s unstructured and somewhat scattered. So the promise of ‘Programmatic Marketing’ is to make big data actionable, and make our marketing programs more efficient.
- 10. 20,000 GB Data Collected Every Day
- 11. Over 8 Billion searches captured every month! Crucial Intent Data CATEGORY SEARCHES CAPTURED POPULAR SOURCE Retail Electronics Travel Auto Finance Telecom CPG Sports & Entertainment Other 2+ Billion 1.5+ Billion 1+ Billion 750+ Million 750+ Million 650+ Million 550+ Million 450+ Million 350+ Million Designer Purse xBox 360 Car rentals Best winter tires Low APR iOS 7 Pregnancy diet Iron Man Emergency plumber
- 12. Crucial Contextual Data 1 trillion page impressions monthly!
- 19. Programmatic + Live Data In Action Today
- 20. Programmatic + Live Data In Action Tomorrow An Omni-Channel customer experience in the near future
- 21. CONFIDENTIAL // 2014 // She notices her performance is more sluggish than usual ….so does the App.
- 22. CONFIDENTIAL // 2014 // On her way to work
- 23. CONFIDENTIAL // 2014 // The taxi ad seems to speak to her
- 24. CONFIDENTIAL // 2014 // Even the billboards seem to know something
- 25. CONFIDENTIAL // 2014 // A promoted tweet from New Balance pops up and prompts a conversation
- 26. CONFIDENTIAL // 2014 // That Twitter conversation leads to an order
- 27. CONFIDENTIAL // 2014 // The shoes are 3D printed – and delivered by an Amazon Prime drone.
- 28. THE NEARER LESS CREEPY FUTURE…Where is mobile targeting in terms of maturity? Standard Practice Will soon be standard practice In the experimental stage I don’t know Survey of 449 brand marketers and agencies, May 2014
- 29. Is social the key to mobile retargeting? Yes No Survey of 449 brand marketers and agencies, May 2014
- 30. Thank You For more information visit chango.com
Hinweis der Redaktion
- Brands: 92.31 percent buy inventory on Facebook; 50 percent buy on Twitter; 28.21 percent buy on LinkedIn. Agencies: 90 percent buy inventory on Facebook; 60.95 percent buy on Twitter; 36.67 percent buy on LinkedIn
- (12 ahead article)
- Chango strongly believes in delivering quality impressions for our clients. We integrate with third-party services such as Integral (adSafe) and Adometry (click forensics), but more importantly, our data science team develops algorithms and tactics to detect and neutralize fraud. The attached image represents one of the dozens of algorithms developed by the Chango team. At first glance you might think this is a map of a galaxy far far away, but in reality, this is map of IP addresses. The clusters of blue dots are fraudulent clicks (from China), and the clusters of red dots are fraudulent impressions (served in China). The algorithm that generated this visualization can detect distinct clusters of fraudulent activity and cleanly sever them from our bidding pool, in the same way a surgeon uses a scalpel to cut a way a piece of cancer tissue.
- Chango strongly believes in delivering quality impressions for our clients. We integrate with third-party services such as Integral (adSafe) and Adometry (click forensics), but more importantly, our data science team develops algorithms and tactics to detect and neutralize fraud. The attached image represents one of the dozens of algorithms developed by the Chango team. At first glance you might think this is a map of a galaxy far far away, but in reality, this is map of IP addresses. The clusters of blue dots are fraudulent clicks (from China), and the clusters of red dots are fraudulent impressions (served in China). The algorithm that generated this visualization can detect distinct clusters of fraudulent activity and cleanly sever them from our bidding pool, in the same way a surgeon uses a scalpel to cut a way a piece of cancer tissue.
- 13.95 percent of brands say mobile targeting is standard practice; 40.7 percent say mobile retargeting will soon be standard practice; 38.37 percent say mobile targeting is in the experimental stage; 6.98 percent don’t know. 18.27 percent of agencies say mobile targeting is standard practice 46.63 percent say mobile retargeting will soon be standard practice; 31.73 percent say mobile targeting is in the experimental stage; 3.37 percent don’t know. Brands and agencies clearly view the status of mobile targeting through their own level of experience with it. This makes sense, but it is important to understand the overall meaning of mobile targeting. The difference right now seems to be in two camps: Some see mobile as experimental; some see mobile as already standard practice. There is some room to grow here.
- 41.18 percent of brands say yes; 58.82 percent say no. 41.06 percent of agencies say yes; 58.94 percent say no. Many of the respondents who said no offered an important caveat: While social exchanges can be a boost to mobile retargeting, it is not a magic bullet to cure all of mobile’s ails. Of the 59 percent who said that social exchanges aren’t the key to mobile success, it was the word “key” that was problematic; and even those who said it’s not key are saying it’s important and useful, but not necessarily the whole picture. Additionally, many are waiting to see how things develop. On the other hand, a little over 40 percent of both brands and agencies believe that social exchanges are indeed the key to mobile success. Many told us that the combination between mobile and social is a good way to capture an audience on the go in a way that identifies the people behind the devices. Also, social platforms are more and more mobile.