| 1 Martin Buske Director of Engineering & Technical Sales, Europe 24 th June 2015 Marketing to Consumers, Not Channels
SAAL C - 10:40 - Customer Satisfaction: Marketing to Consumers, Not Channels with Martin Buske, DataXu
Aug 13, 2015
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Martin BuskeDirector of Engineering & Technical Sales, Europe
24th June 2015
Marketing to Consumers, Not Channels
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A data-driven approach to marketing that enables delivery of personalised and relevant content to each individual customer in real-time.
What is programmatic marketing?
“Programmatic is expected to develop rapidly –
potentially reaching 46% of total display in 2014”– IAB UK Research,
Media Owner Sales Techniques
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Automate & Improve Marketing Investment Decisions
Benefits of ProgrammaticUse All That DataTake advantage of all the data available from your customer’s digital activity
Be Customer CentricDeliver 1:1 tailored experiences everywhere, at lower cost
Predict SuccessUnderstand and predict when, where and how customers are most likely to take action
Optimise Everything for ROIMeasure and optimise on everything you learn - in real time
The Digital Lifestyle launched the age of the consumer
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The changing consumer
Sports
Sports
Morning Afternoon Evening
41% of device switching comes from users trying to
continue the same task.*
… but marketers lose track of the consumer when they switch devices
*Source: Facebook Programmatic IO Conference
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TV Consumption is Changing More screens. More data. 1:1 Targeting.
Then Now
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Today’s marketers challenges
Goals: Last-Click CPA Goals: Brand Lift, Completed Views Goals: CTR
Silo’ed Channels make it difficult to get a complete view of the consumer
Goals: GRPs
100%TV
10%60%Display
30%Video Mobile
TV Budget Digital Budget
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The customer journey
Mobile impression No site visit
No click
Site visit, no media attribution
Retargeting impression, no conversion
Conversion + purchase, BUT
seems like campaign didn’t help
Morning Afternoon Evening
News
Shirt Sale!
50% off Shirt Sale! 50% off
Shirt Sale!
50% off
Remembers ad, visits on her laptop.
Searches for best price, retargeted on different site.
Later that night, decides to buy
shirt on her tablet.
Reads the news on phone.
Sees an ad for a shirt, doesn’t click.
Anna buys a shirt
and is thrilled!
Christian is sad his media
campaign didn’t work
‘Omni-channel’
Anna
‘The Planner’
Christian
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Data is the new opportunity
Data provides marketers with an extraordinary opportunity to understand and engage customers
…but disparate sources are only meaningful when considered in relation to one another.
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Real-time decisioning and analytics technology gives marketers the ability
automate and improve investment decisions by getting the right message to the right
person at the right time
Real-time Customer Engagement
Customer-Centric Messages across all formats & devices is essential
CASE STUDY
Big Data Driving Business Decisions for Ford
Confidential | 13
Challenge: Siloed “Nameplate” Focus to Marketing Budgeting decisions happened at nameplate level
Pushed team beyond capabilities
Measurement approach limited consumer insights
Confidential | 14
Solution: Corporate Re-organization Around Consumer Behavior
Spend following consumer interest, not nameplates
Measurement matches customer lifecycle
Hands-on approach to technology
Confidential | 15
Results: Increased Performance & ROI More effective and coordinated team
20% increase in consumer engagement
More than 50% increase in efficiency of media investments
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What Marketers Want
Conversion Path in Real Time
See multi-device conversion
and path analysis
Improved Efficiency
Deduplication of Channels
Link TV Campaigns
Bridge digital and TV campaign data
Message Control
Sequence
messages across devices
Accurate Frequency
Unified counting across all
devices
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