Tribal

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Humanizing Big Data

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Presented by:Ken NelsonVice President, Business Development, Exponential

@exponentialinc | #advertisingintelligence

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Company overview• Exponential is the global provider of

advertising intelligence and digital media solutions to brand advertisers.

• Our e-X Advertising Intelligence Platform combines one of the world’s largest digital media footprints with proprietary audience data and technology to deliver advertising intelligence that enables smarter, better-informed marketing decisions.

• Our audience engagement divisions apply advertising intelligence to deliver high-impact, high-engagement campaigns across display, video and mobile media.

• Exponential offers solutions in 26 countries worldwide and reaches more than 450m unique users every month*.

(comScore 2012)3

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About Tribal Fusion

PlatformPlatformThe e-X Advertising Intelligence Platform combines world-class data and technology to help brands find and reach their prospective customers

The e-X Advertising Intelligence Platform combines world-class data and technology to help brands find and reach their prospective customersPLATFORM

ServicesServicesTribal Fusion is a global online advertising provider that drives sales for the world’s top brands by helping them learn about, reach and engage their online audiences more effectively.

Tribal Fusion is a global online advertising provider that drives sales for the world’s top brands by helping them learn about, reach and engage their online audiences more effectively.

CompanyCompany

Tribal Fusion is a stand-alone display solution owned by Exponential – a digital advertising company. Exponential provides Tribal Fusion with the ability to leverage a presence in more than 26 countries, 600+ employees worldwide, and a reach of more than 450m unique users every month

Tribal Fusion is a stand-alone display solution owned by Exponential – a digital advertising company. Exponential provides Tribal Fusion with the ability to leverage a presence in more than 26 countries, 600+ employees worldwide, and a reach of more than 450m unique users every month

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Big Data is challenging for everyone

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Mindset of agency planners/buyers with big data

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Too much data and not enough real insights

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• Learn about your customer’s interestso Learn about seasonality of your customer’s

interests

• Product innovationo Discover where your buyers spend on

other competitors and product categorieso Flavors, product placement in-store, co-

product promotion, recipes, mind set

• Socialo Defining the conversations your brand

should join

• Defining key life events

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Big Data is different things to different people…

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Agency Planner / Buyer

Agency Planner / Buyer

Data / Insights Team

Data / Insights Team

Creative Exec & Advertisers DirectCreative Exec &

Advertisers Direct

• Past performance• Falls within pre-

defined target demos• Measurement

• Past performance• Falls within pre-

defined target demos• Measurement

• Data sources• I already get this… • Case studies

• Data sources• I already get this… • Case studies

• Insights• Insights• Insights

• Insights• Insights• Insights

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Hotel shoppers are interested in dining out,

nightlife and music artists who are currently on tour

Hotel shoppers are interested in dining out,

nightlife and music artists who are currently on tour

What are actionable insights

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Customers are buying your CPG product regardless of

what flavor it is..

Customers are buying your CPG product regardless of

what flavor it is..

ChallengeChallenge

In-Store buyers are very different than your online

customers

In-Store buyers are very different than your online

customers

SurpriseSurpriseValidateValidate

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Insights IS NOT just Data – it’s about patterns

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Understanding the customer’s purchase patterns

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Insights enable advertisers to better understand the relationship of their specific brand products in relation to like or similar categories.

These insights tend to help clarify:

•Product positioning within retail

•Co-promotion opportunity with other brand products

•Identify new products concepts based on purchase patterns

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Insights at work

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Headphone product launch

• Campaign overviewo Competing product of Beats by Dreo Audience composed of people would

pay for $200+ headphoneso Looking for people that are not fans of

Dr Dreo Musical interests

• Deep Dive Insights analysiso Reviewed music artist and genre fanso Looked for insights/models where

upper income/spend would be in line with higher-end product

o Looked for additional shared interests of core target

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Bieber vs. Metallica

• Interests in family movies (60X)• Shopping for kids goods and

apparel (50X)• Purchases on women’s apparel

and fine dining indexed high

• Interests in family movies (60X)• Shopping for kids goods and

apparel (50X)• Purchases on women’s apparel

and fine dining indexed high

• Guitar instruction / help (150X)• Men designer clothes &

accessories (75X)• Purchase patterns of family life

o Mega warehouse & quick serve restaurants

• Guitar instruction / help (150X)• Men designer clothes &

accessories (75X)• Purchase patterns of family life

o Mega warehouse & quick serve restaurants

Bieber Fans OnlineBieber Fans Online Metallica FansMetallica Fans

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Results

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Key Learnings

Validated the brand music strategy

Validated client’s assumption that people who would buy expensive headphones are interested in a variety of music genres

Discovered a surprising customer insight that those likely to be purchase headphones are not only interested in music, but also nightlife

Average Time Spend20.9

17.515.8

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CPG case study

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• Objective o Compare the 3 audiences

related to the brand’s line of frozen snacks and candy including:

• Website visitors

• In-store purchasers of Frozen Snacks

• In-store purchasers of Candy

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Key learnings

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• Flavor and format of the candy product could be challenged based on purchase patterns of those customers with other confection products

• Flavor and format of the candy product could be challenged based on purchase patterns of those customers with other confection products

• Brand image and market targets were well represented within the visitors of the website

• Client’s assumption that people who bought the frozen snacks vs. brand’s candy line were in fact different customers, each with distinct lifestyles, needs and interests

• Brand image and market targets were well represented within the visitors of the website

• Client’s assumption that people who bought the frozen snacks vs. brand’s candy line were in fact different customers, each with distinct lifestyles, needs and interests

ValidateValidate ChallengeChallenge

• Some in-store buyers shared a set of unique life events and interests that also aligned with the overall brand image of the products

• New Twitter discussions and topics that the brand should position its product and advice

• Some in-store buyers shared a set of unique life events and interests that also aligned with the overall brand image of the products

• New Twitter discussions and topics that the brand should position its product and advice

SurpriseSurprise

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Recommendations for big data marketers

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• Digital insights sometimes never make it to the right teams at the agencies and advertisers

• If you don’t understand, ask more questions and be direct

• Big Data people: Make sense of your data and separate targeting profiles vs. insights

• Challenge yourself with what questions insights can answer

• Challenge customer assumptions from agency and advertisers with insights

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Thank you

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Presented by:Ken Nelson I Vice President Business Development

[email protected]@woanelie