Identify Audiences Across Anonymous and Known Channels
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Identify Audiences Across Anonymous and Known ChannelsIntegrate More Customer Data from More Sources with Teradata Data Management Platform
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MARKETING.TERADATA.COM2
Connect with Audience Behavior in Every Channel
All marketers face a similar challenge,
delivery channels have exploded. Once
limited to direct mail, radio, and television,
marketers can now reach out via email,
Web, SMS, digital display, mobile apps,
and numerous social avenues. Each
touch point generates new data, so
customer information has grown in equal
proportion. Sifting through terabytes
of information and identifying your
customers’ interactions seems impossible
given all the channels and devices. But
a savvy marketer must respond with
relevant and individualized messages to
meet customer expectations.
What would you do if you knew you
could collect and integrate data on
anonymous and known audiences?
The Teradata Integrated Marketing Cloud
offers a powerful Data Management
Platform to help you make sense of the
onslaught of customer data coming
from multi-channel marketing. As part
of Teradata Marketing Applications,
the platform allows you to collect and
integrate data across channels and use
it in multiple campaigns and projects.
With Teradata, you’ll be able to leverage
integrated insights from every marketing
channel to increase engagement and
return on investment.
The Data Management Platform allows
you to bridge the worlds of customer
marketing and digital advertising,
ensuring a consistent customer
experience regardless of the consumer’s
channel. Let Teradata help you sift
through the data so you can create
and target relevant audiences across
display, mobile, video, email, Web, social
and offline channels.
Power your marketing with integrated
insights from Teradata Integrated
Marketing Cloud. You have the data
you need to know more about your
marketing, the agility and tools to ignite
action, and tools you need to improve
brand engagement.
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Power Your Marketing with the Teradata Integrated Marketing Cloud
Achieving the integrated insights
needed to power your marketing starts
with the Teradata Integrated Marketing
Cloud, the critical component in
gaining a centralized view of data
from marketing initiatives throughout
the organization. Simplify marketing
through holistic, deep and actionable
integrated insights. Empower efficient
processes through an integrated and
flexible platform. Deliver customer
engagement through dynamic, real-
time experiences.
As the foundational component of
the Teradata Integrated Marketing
Cloud, the Data Management Platform
provides deeper insights to drive
individualized marketing efforts by
collecting and unifying data from
paid, earned, and owned marketing
platforms in a single solution.
Marketers can pinpoint and connect
with all desired audiences, no matter
where they sit within the sales funnel—
from acquisition to onboarding, presales
to retention. Teradata helps you form
closer, one-to-one relationships.
Merging Your Partner
EcosystemsWith the Data Management Platform,
Teradata can help you and your
agency partners merge the marketing
ecosystems of known and anonymous
audiences. Collecting and analyzing
data is effortless with the platform. Gain
the insights you need to target rich
segments across the internal, external,
and partner channels.
With a broad partner ecosystem,
Teradata can help you see known and
anonymous customers across the
entire market space with more than
40 leading advertisers, publishers,
agencies, and media trading desks—this
includes AppNexus, Google DoubleClick,
MediaMath, and many others. These
partnerships enable you to quickly
integrate data and applications with the
Data Management Platform and with the
Teradata Integrated Marketing Cloud.
This means you can provide a consistent
customer experience quickly from a
single solution.
MARKETING.TERADATA.COM4
Core Features and Capabilities
Providing marketers with integrated
insights to help you better connect
with customers, the Teradata Data
Management Platform builds on
Teradata’s broad suite of marketing
applications. Each of the features
outlined below will help you capture
100 percent of customer interaction
data across all channels. Furthermore
these capabilities allow you to see
insights from every stage of the
customer journey.
Data CollectionData Collection helps marketers
integrate data on their web sites, ad
impressions, and clicks in real time.
For any page view, impression, or click
you can track over 100 data points
per web user. This data can be used
to create audiences to fit campaigns.
By capturing this data, Teradata
unlike any other company can provide
unified interaction management across
outbound, real-time, and audience
marketing—and unified data across
anonymous and known customers.
For this purpose, the Data Management
Platform allows you to create,
configure, and export data tracking
pixels. These pixels can be used on
numerous touchpoints to accurately
report on traffic and views,
providing instant performance
indicators on your initiatives.
Custom AudiencesWhen you have collected the data,
it’s time to get value out of it by
creating relevant audiences. Custom
Audiences allows you to segment
users on the hundreds of data points
collected or integrated with the Data
Management Platform.
The Audience Preview functionality
enables you to see an estimated review
of the audience to determine if this
audience contains a certain amount
of users that would make sense for
targeting.
When you have successfully created an
audience, you can select the desired
platform to push the audience to. Configure an on-site pixel for conversion purposes.
Build an Audience.
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Look-alike AudiencesLook-alike Audiences enable marketers
to target more people who look like an
established input audience or customer
segment. Based on a trained model that
analyzes many data points, the Look-
alike Audience uses an existing pool of
users to build a Look-alike Audience of
customers or prospects that are similar
to the input audience.
Look-alike Audiences can be used
to support any business objective:
targeting people who are similar to
converted users, people that have
certain interests, or simply to drive
additional awareness of a brand. The
Look-alike Audiences in the Data
Management Platform update in real-
time, which gives clients a unique
opportunity to target them at an
early stage.
A Look-alike Audience can be optimized
for Similarity or Reach.
• Similarity: When optimized for
similarity the reach of the new Look-
alike Audience will be smaller, but
the match will be more precise.
• Reach: When optimized for reach
the size of the new Look-alike
Audience will be greater, but with a
less precise match.
By default, the Look-alike Audience will
be automatically optimized towards a
balanced trade-off between similarity
and reach.
Audience InsightsFor both Custom Audiences and
Look-alike Audiences, Teradata offers
Audience Insights. These insights
include the following:
• Trendline of Audience Loads &
Reach of the last 7 days
– Loads indicate the amount of
users added to the audience.
– Reach indicates the number
of users you have seen in the
entire audience.
• Audience Totals
– Unique users of today and of the
last 7 days.
• Audience Overlap (top 10)
– The overlapping audiences within
the account.
• Audience Gender
– The split between Female and Male.
• Campaign Performance
– The client is able to select a
campaign and will see the unique
reach, click through rate (CTR)
and cost per thousand (CPM)
per day for the campaign in
combination with the audience.
Build the Look-alike Audience.
Analyze audience insights.
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Display up-to-the-second reports with the Real-Time Dashboard.
Real-Time DashboardThe Real-Time Dashboard in the
Teradata Data Management Platform
allows marketers to monitor campaign
activity across one or more platforms
in real time. With subsecond latency,
you will instantly see data and be able
react accordingly.
Marketers are able to filter on one
specific advertiser or campaign and to
customize the report by dragging and
dropping the blocks to different parts
of the screen.
The dashboard displays:
• Impressions (count + trendline)
• Clicks (count + trendline)
• Media costs (count + trendline
• Today’s media forecast (count + trendline)
• World map
• Spend flow
The Real-Time Dashboard is API-
based, meaning it is fully customizable.
Customers can use the open API to
embed the report within their own
environment.
Report CentralBuild custom Data Management
Platform reports with Report Central.
Marketers can build their own custom
reports based on data they collected
through Teradata. Building a report
with Report Central is quick and easy,
usually complete in a matter of minutes.
Speed and flexibility are essential in
Report Central.
You can export and save reports. You
can also change the graphical view
of the report. Additionally, you can
increase the speed of big reports by
enabling data sampling. Marketers can
quickly understand how their efforts are
perfoming to make timely decisions.
Build custom reports with Report Central.
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User OverlapUser Overlap from the Teradata Data
Management Platform allows marketers
to easily run an analysis, gaining
valuable and strategic insights on the
user overlap between two items. This
analysis calculates the percentage of
overlapping (unique) users that are
included in both the input item as
well as the comparative item. This is
especially useful in understanding the
intersection of your many audiences.
You are able to create cross-
dimensional reports with data from
audiences, pixels, external pixels, site
domains, and campaigns. The report
will show a graphical view and a tabular
view of the data, which includes the
item name and the percentage of the
overlap relative to the input.
Supporting Products
Integration SettingsData Management Platform is integrated
with several platforms. These platforms
include demand side platforms (DSPs),
sales side platforms (SSPs), ad servers,
data providers, email marketing
software, marketing automation, CRM
systems, and more. As a marketer, you
are able to integrate with any of these
platforms by going to the Integrations
settings within the platform.
The Integrations page shows an
overview with all active and available
integrations. Per integration, there is a
specification of the available Teradata
Data Management Platform features
for that integration. In the overview,
you are able to activate and deactivate
integrations. When you click on enable
integration, you will see a new page
showing more specific information
about the integration. This integration
also allows you to activate the
integration by contacting the Teradata
team or enable it by providing the
information as requested.
Create cross-dimensional reports to view User Overlap.
Choose your integration partners.
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Pinpointing Audiences Across Channels
As delivery channels continue to
grow and expand, your customers are
shopping, comparing, interacting, and
communicating in new ways—providing
new information and clues about
their needs and expectations. The
Teradata Data Management Platform
can help you pinpoint customer
interactions across the multi-channel
ecosystem. These new touch points
can provide valuable information to
help you connect with customers with
individualized, relevant messages.
Previously anonymous Web users will
grow into customers.
Take control of all your customers’ data
from a single platform. Teradata can
help you and your agency partners
merge the marketing ecosystems of
known and anonymous audiences. Gain
the insights you need to target rich
segments across the paid, earned, and
owned ecosystem.
Power your marketing with Teradata.
Make one-to-one customer connections
easily from a single solution and know
more about your marketing, your
customers, and your business. Empower
your organization through integrated
insights to do more with data to
improve results and drive revenue.
To learn more about the breadth of
Teradata’s marketing technology
solutions and individualized marketing,
visit Marketing.Teradata.com.
10000 Innovation Drive, Dayton, OH 45342 Marketing.Teradata.com
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