inma global media awards - amazon s3...data marketing management •targeted audience...

INMA Global Media AwardsBest Idea to Grow Advertising Sales or Retain Advertising Clients

2018 / 01 / 28

Intelligence Beyond Data- Unlock the potential of audience

engagements

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About United Daily News Group

Founded in 1951, with single one newspaper in Taiwan, the United Daily News Group has now

grown into a multimedia platform. Being one of the largest traditional Chinese language newspaper groups, the UDN Group publishes 4 local and 2 overseas newspapers. Its flagship digital media, known as udn.com, continues to be one of the most popular local digital news service providers.

In recent years, Innovations, Business Diversity & Digital / Data Transformation have become its key developmental strategies. Dedicated to expanding service offerings, currently it has various vertical services ranging from Online Commerce to Entertainment & Shows, Conferencing & Exhibitions, Health & Fitness, Luxury & Travel, Education, etc. Looking ahead, more audience-centric services are expected to launch soon.

Brand Portfolio

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Objectives

Session PV, basket size, ad responses rate, newsletter open rate…etc.

Behavior from content to commerce to wide range of verticals.

Discover pattern and estimate response from audience

Personalized service delivery. (What, When, Where & How)

New business model development

Data Analytics

1. Audience Engagement Growth

2. Comprehensive Audience Insight

3. Predictive Modeling

4. User Experience & Production Efficiency Enhancement

5. Data-Driven Revenue Growth

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Data Analytics Overview

DAM

DMM

DDSMDDCM

DDBD

DCM

Data / Channel Management•Data Collections (1st party & 3rd Party)•Focused Engagements

1. Audience Traffic (Cross vehicle / format)

2. eCommerce TransactionsA. MerchandisesB. TicketingC. Newspaper Subscriptions

3. Advertising Responses (I/E)4. Social Engagement Profiling

A. FB interactions B. Self operated BSP

5. Audience Profiling6. Offline data7. Other Marketing related

audience data

Data

Analytics

Data Driven

Applications

Data Analytic Management•Real time Analytics

1. Recommendation Engine2. Corporate BI

•Batch Analytics1. Comprehensive Analytics2. Ad-hoc Reporting3. Audience Clustering4. Predictive Modeling5. CLV calculations

Data Marketing Management•Targeted Audience Recommendations

1. Segments•Omni-Channel Recommendations

1. Display Ad2. Newsletter3. Mobile4. Social

•Data supported Loyalty / Incentive Program

Data-Driven Ad. Sales Management•Flexible Product Options

1. Audience based2. Channel based3. Location based

Data-Driven B. D. Management•New Product & Service Innovations

1. A/B Test•Client / Partner Data hosting•3rd Party Data Provider Collaborations

Data-Driven Content Management•Viral topic identifications•Production Optimizations

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1st Party

Data

3rd Party

DataData Mgt.

Targeted

Audience

Product

Workflow

Mgt.

Technical &

HR

Investment

6 Key Data Strategies

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1st Party Data

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3rd Party Data

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Data Management

Integration

ArchitectureTechnology

Engineering

Database Management

DatabaseTechnology

Database Administration

Data Modeling

Data Mining

Data Analysis

Data Integration

Data Accessibility

Data Governance

Data Migration

Data Warehousing

DataSecurity

Audience Definitions

Social Interactions

Content & Advertising

Consumptions

Demographic & Geographic

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Audience Definitions

Layer 1

Purchase Transactions

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Audience Definitions

Layer 2

Recency Frequency

Monetary Value

Non-Monetary

Engagements

Channel Preferences

-Multimedia

Channel Preferences

-Newsletter

Channel Preferences

-Content

Channel Preferences

-Display

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Audience Definitions

Layer 3

DSP

Int.

FB

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Machine Learning Algorithms

Targeted Audience Segments / Lists

Layer

3

Layer

2

Layer

1

Data Size

>12 Terabyte

Audience attributes

>900

Registrations (mil.)

>4.7 Members

>6.6 fb fans

M.A.U. (mil.)

>30

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Marketing

(internal)

Targeted Display Ad. (Internal)

Targeted Newsletter

Recommendation Engine

Marketing

(external)

UDN Targeted Audience Lists

apply on 3rd Party (FB)

UDN Targeted Audience Lists

apply on 3rd Party (DSP)

Analytics

Corporate BI

Social Opinion Analysis

Targeted Audience Products

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Targeted Display Ad. (Internal)

Ranging from 7 % to 240 % improvement on CTR over random audience ad serving

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Targeted Display Ad. (Internal) - Result

Average Performance2017 / 12Non-Programmatic

Ad Type: Desktop Display 1

Ad Type: Desktop

Text 1

Ad Type: Mobile

Display 1

Ad Type: Mobile Text 1

Ad Type: Mobile Text 2

Ad Type: Mobile Text 3

Random Serving CTR (Audience) 0.13 % 0.22 % 0.40 % 0.48 % 0.10 % 0.29 %

Targeted Serving CTR (Audience) 0.14 % 0.30 % 0.70 % 0.71 % 0.34 % 0.45 %

% Response Lifted over Random + 7.7 % +36 % + 75 % + 47 % + 240 % + 55 %

Targeted Audience Size (2017 / 12) 2,654,764 2,210,773 1,553,848 3,694,669 1,091,253 265,617

Targeted Impressions (2017 / 12) 7,395,933 5,480,442 4,188,713 8,629,672 2,270,964 534,646

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Targeted Newsletter

Open Rate: 60.30 % 36.83 % 26.50 % 30.21 % 35.80 %

Best Practises

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Targeted Newsletter - Result

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Recommendation Engine

Site Recommendations

Online Commerce Site traffic generated by recommendation engine: >24 %

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Recommendation Engine

Site Recommendations

Online Commerce Site traffic generated by recommendation engine: >24 %

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Recommendation Engine

Site Recommendations

Content Site (Selected Channel) Site traffic generated by recommendation engine: >24 %

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UDN Targeted Audience Lists apply on 3rd Party

FB Targeted Ad. UDN Targeted Ad. Concept

Prospect

Your Site

or Ads

Behavior

tracked

Prospect

leaves

FB Targeting

Prospect

Your Site

or Ads

Behavior

tracked

Prospect

leaves

FB Targeting

UDN

Analytics Data

More Precise Audience Identifications

More Precise Lookalike Identifications

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Result Comparison

CAMPAIGN

Campaign NameIrina Kolesnikova and the Saint Petersburg Ballet Theatre-Swan Lake

Campaign Objectives Sales generations

Targeting Custom Audience Sets x 2

Ad Placement Facebook Ad Platform

Budget & Schedule 2017.05.15-05.24

Product url https://goo.gl/E2UTNL

Performance Report Cost (TWD) Impressions No. of Clicks CTR Adds to Cart

1. UDN Targeted Audience Same budget 123,612 8,093 6.55 % 126

2. FB Attribute Set Audience Same budget 83,321 4,001 4.8 % 20

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Result Comparison

CAMPAIGN

Campaign Name CHICAGO THE MUSICAL

Campaign Objectives Sales generations

Targeting Custom Audience Sets x 2

Ad Placement Facebook Ad Platform

Budget & Schedule 2017.08.06-08.17

Product url https://goo.gl/ie8zbZ

Performance Report Cost (TWD) Impressions No. of Clicks CTR Adds to Cart

1. UDN Targeted Audience Same budget 571,497 15,938 2.79 % 92

2. FB Attribute Set Audience Same budget 604,384 15,897 2.63 % 63

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UDN Targeted Audience Lists apply on 3rd Party

Prospect

Your Site

or Ads

Behavior

tracked

Prospect

leaves

Yours

Ads on

other

Sites

DSP Targeting

Prospect

Your Site

or Ads

Behavior

tracked

Prospect

leaves

Yours

Ads on

other

Sites

DSP Targeting

UDN

Analytics Data

More Precise Audience Identifications

More Precise Lookalike Identifications

Re-targeting Ad. UDN Targeted Ad. Concept

Subjected to launch: 2018 Q2

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Corporate BI

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Social Opinion Analysis

Covering over 100 professional media & KOL Facebook fan page real time opinion & performance

FB Fanpage & Bulletin Board System & Online Forum Analysis

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Technical Overview

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Data Growth Rate

End of Report

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