what brands think they really want - chango
Post on 18-Jul-2015
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Dax Hamman @daxhamman Thank you for joining us! Tweet us your thoughts to @daxhamman or @chango with hashtag #iabcanada!
Brand /brand/!
Verb!Mark permanently with a hot iron.
Noun!1. Explicit or implicit promise to deliver a valuable, differentiated, authentic and consistent experience
Data clues: Search Company website Behavioral CRM Contextual Social Behavioral Affinity
Source: Inspired from Forrester Research ‘A more complex sales funnel’
Use data (hopefully knowledge) to reach Audience
Identify!Target !Engage!Measure!
Specific audiences!Psychographic segments!
Responders!Loyalists!
Measuring how ads lead consumers to actually try and buy products!
Marc Pritchard, Global Brand Officer, P&G!
We’re using more and more data to understand who our consumer is, and more importantly, find the right moment and right message to reach her for our brands. It’s hard to find those moments!!
Erica Lamoreaux, The Clorox Company!
Better targeting cross-device!
Improved performance!
Data and insights about target
market!
Cost efficiencies!
Source: Chango programmatic pulse, November 2014
We need to focus on understanding the unique customer experiences that move consumers through the customer lifecycle.! Amy Michaels, T-Mobile!
Affinity Moment
CUSTOMER JOURNEY Engagement/ Conversion!
Shopping for prom dresses
Reads Hunger Games blogs
Fast food consumer
Ad Opportunity
You don’t want to start communicating with them once they show interest in Vegas, but instead start that conversation early on so you are top of their mind when they begin planning for their trip.!Robyn Phelan, Palms Casino Resort!
Programmatic can be more effective at STORYTELLING!
Test and learn!Map (literally) the consumer journey!
Target specific affinities at scale!
Evolve story with message sequencing!
Marketers now understand that the value of an interaction is far greater
than the value of an impression.!Amy Michaels, T-Mobile!
Programmatic can be used to measure engagement!
Leverage CRM lists to find more consumers that look like loyalists!
Identify and score customer touch-points deemed successes!
Use attribution (statistical market tests; physical-world attribution)!
Technology stack – unifying channels, attribution, analysis!
Understanding the customer – segments vs personas !
Reconciling creative and programmatic inventory
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