breaking down data the value of data (agency perspective) - presented by angelina eng
TRANSCRIPT
© 2014 Merkle. All Rights Reserved. Confidential
Breaking Down Data - The Value of Data (Agency Perspective)
Presented by Angelina Eng
© 2014 Merkle. All Rights Reserved. Confidential
Agency collects from many different sources to measure the performance of their digital media activities
© 2014 Merkle. All Rights Reserved. Confidential
Types of Data Ingestion
Media Tools
• Research / Surveys
• Workflow Tools
• Finance Data
Media Inventory
• Direct Publishers
• DSPs
• Audience-based DSPs
• SSPs
• PMDs
Campaign Tracking
• Display Ad Servers
• Paid Search
• SEO
• Mobile Ad Servers
• Video Ad Servers
• Rich Media Ad Servers
• Ad Verification
• Viewability
• Audience Measurement
• Site Served
• PMDs
• Social Listening
Client Side
• Site Analytics
• CRM database
• Sales Data
• Tag Management Solutions
• DMP
• Reporting Platform
© 2014 Merkle. All Rights Reserved. Confidential
What happens to the data…
Collect / Aggregate
(Manual / FTP / API)
Map
(Align, Categorize)
Normalize(Timezone, Currency)
Business Rules
(Exceptions, Requirements)
Actualize / Reconcile
(Delivery, Spend)
Analyze & Report OptimizeRepeat
(Daily, Weekly, Monthly)
© 2014 Merkle. All Rights Reserved. Confidential
Data can tell us what’s more or less effective…
Channel
•Display
•SEM & SEO
•Brand vs. DR
•Remarketing
•TV / Print / OOH
•Direct Mail
•Affiliate
•Social
Brand / Dept
•Brands
•Departments
•Products
Publisher Site
•Vertical
•Holding Company
Placement
•High Impact
•Broad Reach
•Relevancy
•Viewability
•Verification
•Affinity
Ad Types
•Ad Size
•Text Links
•Video
•Mobile
•Social
•Native
•Audio
Creative
•Concept
•Execution
•Version
•Offer Type
•Offer
•Call To Action
•Message
Creative Format
•Flash
•JPG/GIF
•Rich Media
•Dynamic
•Native
•Mobile
•Video
•Text Link
Front End Metrics
•Spend
•Impressions
•CPM/eCPM Rate
•Clicks / CPC /
•CTR
•Engagement / CPE
•Frequency
•Reach / GRP / TRP
•Viewability / VR
Activity Attribution
•Post Impression
•Post Click
•Total Activities
•Device / Cross Device
•Sequencing
KPIs
•Total Page Views
•Total Unique Visitors
•Avg Page Views / Visitor
•Total Sales /
•Total Leads / Registrations
Detailed Sales Data
•# of Units /CPU
•Revenue / ROI
•Sales / CPS / CPO
Timing
•Date
•Day of Week
•Week
•Month
•Quarter
•Year
•Campaign Flight
Advanced
•Frequency to Conversion
•Exposure to Conversion
•Cross Site Duplication
•Timelag to Conversion
•Compliance / Brand Safety
Audience
•Demo
•Behavioral
•Consumer
•Pro / B2B
•Lifestage
•Geo
•Purchase Intent
•Interest
•Location
•Operating System
Partners & Placement Messaging Audience Platforms
Tactics
© 2014 Merkle. All Rights Reserved. Confidential
The digital marketing is rapidly moving toward addressability
Contextual Cookie Based People Based
How many people visit site, and their profileCookie & Third Party data on unknown
individuals
Addition of data repository including all
media and CRM data
Targeting
• Based on inferred match
between audience & publisher
• Anonymous user behaviors
• Retargeting
• Anonymous user behaviors tied
to customer data
• 1st party data targeting (name and
address)
Optimization• Publisher performance • Anonymous cookie data • Performance by customer
• 1st , 2nd, & 3rd Party Data / Cookie
• Device ID
• Anonymous ID
Place
Anonymous and Individual
CRM Data Driven
Place
Anonymous Individual
PlaceLevel of insight
Platforms &
Format
• PC
• Banners
• Search
• Multiple Devices
• Display & Video
• Channel specific
• Search
• Cross Media
• Cross Device
• Social Media
• Display & Video
Prospecting Look-Alike Remarketing
© 2014 Merkle. All Rights Reserved. Confidential
We do this because we want/need...
» Better transparency to minimize risk.
‣ Optimize across publishers, placements, & creative to drive Traffic, ROI & Sales
‣ Brand Safety, Viewability and Compliance
‣ Financials: Planned vs. Bought vs. Actuals vs. Paid
» Understand the drivers that affect the business and increase scale
» Audience Insights
‣ Market Trends
‣ Messaging Strategy & Approach
» TRUE IMPRESSIONS against the DESIRED AUDIENCE
‣ Brand Safety + Viewability + Real People + Target Audience = True & Better Results = Less waste
© 2014 Merkle. All Rights Reserved. Confidential
But there are many challenges
» Data is fragmented and incomplete
‣ Too many point solutions – aligning/marrying data difficult
‣ Lack of methodology, consistency & standardization
‣ Lack of transparency & not everything is trackable
‣ Cookie-base vs. Device-base vs. People-base
» Few Tools, Resources & Expertise
‣ Every company processes data differently
‣ Requires investment to support (personnel and systems)
‣ Inefficient workflow and not enough talent
‣ Innovation & Thinking is advanced but solutions and tools are incomplete.
© 2014 Merkle. All Rights Reserved. Confidential
But aggregating data is just one part of the equation…
Increased Accuracy
Innovation Partnerships Success
Media Analytics Creative PlatformsDrive
Innovation
Marketers AgenciesTechnology
VendorsMedia
PartnersPartnerships
1st Party Data
2nd Party Data
3rd Party Data
Technology Increased AccuracyD
ata
Inte
grat
ion
Co
llab
ora
te
© 2014 Merkle. All Rights Reserved. Confidential
What we need to do…
• Need better workflow tools
Planning > Buying > Optimization > Financial Reconciliation
AUTOMATE! AUTOMATE! AUTOMATE!
• Partner and work with IAB and MRC
• Work together on challenges, methodology & approaches, and solutions
COLLABORATE! COLLABORATE! COLLABORATE!
• Technology
• Workflow
LISTEN and SOLVE!
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© 2014 Merkle. All Rights Reserved. Confidential
Thank You!
merkleinc.com
Angelina EngVice President, Platform Solutions & Activation
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