EngageSciences_Data_Driven_Marketing_White_Paper-2

The Rise of Data-Driven Marketing

Discover how brands and publishers are adopting a data-driven approach to their marketing. One that captures consistent audience data across web, social, mobile and partner channels and then integrates it with third party and behavioral data to deliver unparalleled audience insights and unbeatable campaign performance.

Introduction

Today’s marketers have an array of digital capabilities at their fingertips that their predecessors could only dream of. From social media to big data to cloud computing, they can tailor messages in real-time to each individual consumer, deliver them more precisely—and save a ton of money.

But with such potent marketing weapons, why have so many companies failed to dramatically improve their brand recognition, Net Promoter Scores or sales? Is it that customers are already struggling with information overload? Or are marketers yet to realize the full potential of data gathered from first party, third party, behavioral and social data sources?

“The future of advertising is not about social, not about viral videos,

not about mobile, not about any new medium or any new ad unit—

but about data. Those who know what to do with this will be the

new kingmakers.”

Michael Andrew, Analytics Director, AKQA

Source: MediaPost, Death Of The Impression/Rise Of The Data Economy

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Data Trumps Intuition

Sources: Data, Creativity and Making New 'Unicorns', Marketing Magazine. Lindsay, Stone & Briggs with CMO.com

In a world where many marketing decisions have

historically been judgement calls, data is challenging the

status quo of intuition and best guesses.

"If you are not an organization where data is

driving decisions then you are not even in

the game right now."

Bonin Bough, Chief Media and eCommerce Officer,

Mondelez

Many forward-thinking brands have started the journey by implementing

unified data platforms to collect, normalize and analyze the true potential

of their unexplored data assets, from programmatic media trading

desks to yield optimization platforms, from offer targeting engines to

user experience customization tools. In doing so, they are enabling the

automation of complex media buying, messaging, marketing and offer

management tactics. Which leads to marketing activity that performs

better, whether it’s paid, owned or earned.

of CMOs say their primary focus is

on how to operationalize the entire

company for speedier gathering,

interpretation and application of

data-driven insights.

95%

Big data isn’t about volume, it’s about context, speed and

scale. This is what will define marketing campaigns in

the future. Marketers will combine their own data (first

party) with data from other sources (third party) and

cross-reference it to provide more insights than they

could previously imagine.

Research by the GlobalDMA suggests that the biggest factors encouraging

marketers to capitalize on data are:

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The New Digital Currency

53%

49% 20%

33%

to gain more knowledge

of customers and prospects

the need to become

more customer-centric

to maximize effectiveness/

efficiency of marketing

investments

to align with digital

customer preferences

Using EngageSciences, Stella Artois

implemented an immersive quiz profiling

participants through various visual questions

during the run-up to a number of high-

profile sponsored events. As a result, they

were able to fully engage consumers, amass

rich audience data and establish consumer

preferences for future marketing campaigns

and event sponsorships.

So what data yields the best insight? Unsurprisingly, what you learn directly

from your audiences provides the best opportunity to target consumers

more effectively. So data captured on your website via a form, the responses

to a multi-stage quiz on Facebook or through your mobile app represent the

“gold standard.” Then it’s a question of how you overlay this data with other

sources and analyze it to deliver game-changing insights.

For brands, extending first party data from web analytics and CRM to

social and multi-channel campaign interactions allows them to target

consumers more intelligently - based on location, age/sex, propensity

to buy, channel preference, recency of action, preference, behavior, etc.

For publishers, the use of first party data varies from brands, as they

typically collect more data from a wider audience, and can use this

enhanced data to build audience segments that offer their advertisers

more accurate and effective targeting options.

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"In multi-national organizations, both internal

staff and a myriad of agencies use tools to build

marketing campaigns that provide customer

insight. But, this unsystematic data collection

rarely integrates data centrally. At Vodafone,

we’ve implemented EngageSciences across

20 markets to enable a consistent way to

launch experiences that collect audience data,

feeding directly into our DMP."

Dan Fellows

Senior Manager - Digital & Social Interactions, Vodafone

A recent Forbes study found that leaders in data-driven

marketing are more than six times more likely than laggards

to report achieving competitive advantage in increasing

profitability (45% vs. 7%).

Consumers n ow expect highly personalized, engaging experiences when

they interact with brands. Companies that can meet (or exceed) their

expectations with a digital dialogue—using data to provide outstanding

experiences—are winning.

45%

7%

vs.

Source: Forbes, Data Driven and Digitally Savvy, 2015

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The Rise of the DMP

“A DMP is a very smart, very fast cookie warehouse with analytical firepower to

crunch, de-duplicate, and integrate your data with any technology platform you

desire. DMPs are designed to help both marketers and publishers make the data

they have actionable, and are the fundamental tool for any data strategy beyond

the elementary level.”

Ben Kneen, Ad Ops Insider

The new approach to centralizing and managing big data has been made possible by the

introduction of Data Management Platforms. Initially developed to improve the performance

of third party audience targeting in display advertising, they now enable the delivery of

relevant communications across multiple digital channels and devices.

The key is to make sure you use the optimal mix of rich, continuous data sources to profile audiences

and make informed and accurate decisions.

The proportion of organizations who plan to increase investment in data management platforms has

doubled in the last 12 months (from 15% to 30%).

Data comes in many forms and sources, with different structures and taxonomies. To extract maximum

value, it must first be aggregated, stored, cleaned and standardized. Which is where the DMP comes in.

30%

Sources: Econsultancy, Marketing Budgets 2015. Data Management Part 1: What Are DMPs?, Ad Ops Insider

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So, What’s the Problem?

Particularly in large enterprises, it’s common for

different teams or business units to control their own

marketing budgets and campaigns. So it’s not unusual

to have forms on websites hosted through the CMS,

campaign microsites with standalone surveys built by

agencies, social apps on Facebook and YouTube, and

data captured through mobile apps.

More than 70% of CMOs feel they are underprepared to manage

the explosion of data and lack true insight.

With no central hub to capture, analyze and act on data, not only is it

harder for teams to share, but they also spend a great deal of time manually

collecting and processing data. Despite all the big data talk and the

increased prevalence of advanced data management techniques, many

companies are still relying on spreadsheets and standalone databases to

make sense of their disparate datasets.

The difference between good and great performance lies in simplifying the

capture of first party data and integrating it into central data repositories.

“Digital marketing has so many moving

parts you won’t be able to do it at scale

unless you automate.”

Jeff Bullas, Jeffbullas.com

70%

Sources: Forbes, The CEO/CMO Dilemma: So Much Data, So Little Impact.Econsultancy, The Role of DMPs in The Era of Data-Driven Advertising, 2015

Marketers are collecting first party marketing data across their website, mobile and social properties and

integrating CRM, third party and transactional data into centralized data repositories. This amalgamated

data is then normalized and segmented to precisely target audiences across a range of third party sites,

owned websites and other channels, such as email and mobile apps.

“Marketing as a whole is becoming data driven. Organizations must be able to collect data at high volumes across all

their digital properties and then use that data to grow revenues. EngageSciences provides us with a library of tools to

engage consumers across all our brands and consistently collect first party data.”

Deni Boncheva, Director of Digital Data, Bauer Media

A New Marketing Infrastructure

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Email Marketing

Web Personalization

AdWords Targeting

3rd Party Data Buys

1st Party Ad Retargeting

Data Management Platform (DMP)

e.g. Oracle Marketing Cloud, Krux, Adobe Audience Manager

Storage

Normalization

Matching

Segmentation

Analytics/Decisions

Marketing Engagement

Platforme.g. EngageSciences

Single Sign-One.g. Gigya, Janrain,

LoginRadius

Websites/MicrositesPII Data captured through forms, e.g. emails, phone numbers, etc.

Social NetworksData captured via Facebook, Instagram, YouTube, Twitter, etc.

Mobile Apps Data captured in-app via forms

Digital Partner Channels Campaigns and forms hosted on websites and social channels

CRM Data

Transactional Data

Third Party Data

WebsiteObserved user behavior

Marketing Engagement Platform

EngageSciences can be used to create

and launch immersive marketing apps

and campaigns on websites, mobile and

social channels. Whether you’re using

sweepstakes, polls, contests, surveys,

voting, coupons, competitions or product

trials, this single platform systematically

captures and consolidates richly-profiled

consumer data in a consistent structure.

All captured data can then be integrated

in real time with a centralized data

management platform. So, personally

identifiable data such as email addresses,

can be directly linked to cookies,

delivering a more detailed picture of

customer journeys and purchase intent,

and more granular insights for improved

audience targeting.

Social Log-in

Platforms like Gigya, Janrain and

LoginRadius provide brands with

simple and secure registration

and social login tools to give their

customers a better way to connect.

The technologies recognize customers

across platforms and devices and

let them log in just once to access

multiple web properties, and get a

single audience view across devices.

The data captured is then organized

into unified profiles in a centralized,

cloud-hosted data schema. Marketers

can take this data and integrate into

a data management platform to map

behaviors and interests with identifiable

consumers for rich customer profiling

and onward targeting.

Data Management Platform

The embodiment of a big data

solution for multichannel advertising,

marketing, media and audience

activation. The data management

platform emerged a few years ago

as an ad hoc response to a basic

need: Publishers and marketers are

aggregating more data from more

sources than ever before. And in

order to realize the full value of that

information, they require a technology-

driven solution—a central hub—to

seamlessly (and rapidly) collect,

integrate, manage and activate large

volumes of data. Widely used DMPs

include Krux, Adobe Audience Manager

and Blue Kai/Oracle DMP.

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Focusing on the marketing engagement piece of the data puzzle, platforms like EngageSciences have

been engineered for marketers to cost-effectively and quickly launch campaigns, promotions and

data-capture forms that maximize audience engagement, generate persuasive brand advocacy and

amass richly profiled audience data. It’s the best way to consistently capture identifiable first party data

through an array of digital channels.

of website visitors remain anonymous.

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Marketing Engagement

98%

The Daily Mail Group uses the EngageSciences

platform to extend their media portfolio

beyond online ads and capture audience

data on behalf of their advertisers. The data

amassed across a number of titles is then

integrated into their data warehouse to

improve audience insight and dramatically

boost the performance of their advertising.

Source: Marketo, Unmask Inbound Visitors, 2015

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Here are a few ways that marketers are collecting and

unlocking the true value in their audience data:

60%

Multi-channel data acquisition

Whether you want to run a quiz on your website, publish a

social hub to your YouTube page, run a sweepstake on

Facebook, a hashtag competition on Instagram and Twitter,

a voting contest in a mobile app, or launch a content

campaign across partner websites, with over 30 campaign

types to choose from, the EngageSciences platform has it

covered. What’s more, they provide a highly effective value

exchange for consumers to give you their data and

marketing opt-ins. And, with our step-by-step campaign

wizard, campaigns can be built and launched across

multiple digital channels in a matter of hours.

of marketers are going beyond the cookie and using

DMPs to optimize channels beyond display, including email,

SMS and mobile advertising.

Source: Econsultancy, The Role of DMPs in The Era of Data-Driven Advertising, 2015

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Capture only the data you need

Capturing audience data has always been a core part of

the EngageSciences platform. The same drag-n-drop

functionality used in the campaign creation means

marketers can easily and quickly build data capture forms

using any combination of preconfigured or customized

fields. In addition, they can control all attributes of individual

form fields. For example, the date of birth field can be used

for age verification or used to target content based on age.

Distributed data ownership

Whether internal teams are deploying promotions to

Facebook or a brand’s agency roster are launching multi-

channel campaigns, a single solution can be used to

capture explicit and implicit audience data. This data

capture mechanic can be a core part of any campaign but,

if required, standalone forms can be created in the platform

and then embedded into any digital channel. In this way,

whatever the channel, network or device, consistent data is

captured and stored in a centralized environment.

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Optimize your content strategy

The Conversations area of the platform enables marketers to

tag all of the posts they publish to their social profiles with

a taxonomy of their choice to measure how their content is

resonating with their audience. More importantly, they can

profile and target individuals and groups of consumers who

are connecting with a brand or are interacting and sharing

specific content.

Efficiency and cost savings

Being a single solution, EngageSciences avoids the need

for brands to adopt multiple data capture solutions and

also limits the requirement for agencies to build bespoke

solutions, where the data is too often held in disconnected

silos. Instead, one platform can be used for all your first party

data acquisition across web, social and mobile properties.

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Data consistency

To ensure audience data is captured across your digital

channels, it’s essential to have a single method for capturing,

consolidating and integrating data. However, as we have

seen, brands have developed a variety of different methods

and technologies for collecting audience data. So, a

single brand might use Woofoo forms on their website,

surveys using SurveyMonkey, custom forms on microsites

developed by agencies, contest apps on mobile, and

Facebook sweepstakes created with a competition platform.

This means data remains in standalone data silos and

spreadsheets, which remain unused and don’t contribute to

improved audience insights and targeting.

By using EngageSciences to deploy campaigns across

networks, social channels and devices, all of the data is

captured with consistent mechanics and centralized in

a single environment. In this way, brands get a detailed

view of their audiences and how they are engaging across

multiple channels.

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"At Scripps Networks Interactive, we put

the customer at the center of everything we

do. Our partnership with EngageSciences

has allowed us to securely collect customer

information in real-time and enabled us

to activate key audiences in a more timely

fashion. We have experienced an uptick in

response rates and customer engagement

as a result of timely communication and

marketing messages.”

Joshua Eldridge, Director, Business Intelligence, Scripps Networks

Gather the right opt-ins

For many brands, capturing opt-ins from their audience is essential to ensure permission for

long-term communications. However, for many marketers, capturing a single “Yes” or “No”

opt-in isn’t sufficient when there are many different levels at which a user can provide

permissions, i.e., can they opt-in at the brand level, at a group level (across multiple brands)

or to third parties? This is particularly important for our media and publishing customers who

will own a number of titles and run campaigns on behalf of advertisers.

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Time-based Opt-ins

There are times when a brand will

choose to display different opt-ins

based on certain time-based factors.

For example, a publisher could run

competitions that are sponsored by

a different brand every day of the

week. By setting up the campaign

at the start of the week, the platform

will then look after which opt-ins to

display on any given day.

The EngageSciences platform

enables brands to capture more

detailed opt-ins, which ultimately

enable them to make their targeting

more accurate and stay within the

law. Brands can choose to create

multi opt-ins, i.e., opt-in to Brand 1,

opt-in to Brand 2, opt-in to Sponsor

1, opt-in to Sponsor 2, etc. In

addition, marketers can accompany

any field with a headline, byline,

accompanying image and caption.

Progressive Opt-ins

When audiences interact with a

promotion and provide an opt-

in, it helps to build trust by not

asking that individual for the

same data more than once. The

EngageSciences platform uses

filters stored in the user’s browser to

ensure previously selected opt-ins

are not displayed again. This can

be based around interactions with a

single campaign or it can be applied

to all campaign interactions.

Rich Marketing Opt-ins

A Variety of Opt-in Mechanics

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UGC rights management

Many campaigns created through the EngageSciences

platform encourage consumers to create and share user

generated content (UGC). Brands can capture explicit

permission from the content originator to use their UGC

for marketing purposes. The EngageSciences rights

management solution automatically requests and tracks

permissions, keeping a fully auditable log of approvals.

Integrate ratings and reviews

Consumers are hugely influenced by their peers and

base their purchase decisions on the ratings and reviews

of people like them. By deploying ratings and review

mechanics within campaigns and apps delivered by the

EngageSciences platform, marketers can capture and publish

credible content, while acquiring more data-points around

audience perceptions and engagement with a brand.

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Some of the global brands using the

EngageSciences platform across their

digital media portfolio run campaigns and

promotions that capture a massive volume of

audience data. Some campaigns achieve in

excess of 4,000 entries per minute and more

than a million per day.

Enable COPPA support

If you’re a US brand, you’re probably acutely aware of the

stringent requirements of COPPA. But, are you confident

that your current approach to sweepstakes and

competitions is fully compliant and will keep you clear

of litigation?

Smart marketers use the EngageSciences platform

to identify users who are under 13 and restrict and

subsequently block them from future campaign

participation. These COPPA-compliant campaigns also

feature Captcha integration, fast-track fraud detection and

automated participant export, so you’re fully covered.

Scale and security

The EngageSciences platform is built for the demands of

brands and publishers. The platform has been rigorously

tested by some of the world’s biggest brands and they

rely on it to handle millions of form submissions every

day and then integrate the data directly into their DMP

or data warehouses. Integration is made easy with

flexible APIs and a technical infrastructure that supports

massive scale and data volume capabilities.

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Conclusion

To ensure they capitalize on the opportunity presented by first party data, brands must

deploy an array of campaign types to capture richly profiled, consistent consumer

insight. They then need to seamlessly integrate it with transactional, third party, CRM

and behavioral data within DMPs to accurately and efficiently target the most valuable

audience segments across a range of digital channels.

Build the right infrastructure for managing and optimizing cross-channel

customer experience management.

Unite the interests of advertisers, marketers, publishers and digital merchants

around distinct audiences.

Provide a method for assessing and substantiating the true value of advertising

and marketing.

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About EngageSciencesThe EngageSciences marketing engagement platform

enables brands to dramatically boost brand engagement and

drive socially-referred commerce.

EngageSciences operates across 76 countries, working with

many of the largest and best loved brands in the world:

The Marketing Engagement Platform

engagesciences.com

@EngageSciences

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Request a DemoIf you’re implementing a big data project

or you’re looking to acquire data across

a range of digital channels, book a

demo of the EngageSciences marketing

engagement platform:

See how you can capture actionable consumer data across your web channels, social networks and mobile devices, then use it to boost brand engagement, increase loyalty and drive commerce.

Take a look under the bonnet to find out how to create the ideal blend of social campaigns and user-generated content, and gain unparalleled customer insight.

Decide whether EngageSciences is right for you.

facebook.com/EngageSciences

@EngageSciences

Book a demo: www.engagesciences.com/get-demo