Download - Sponsor Breakfast Presentation by TruSignal

Using Big Data and Audience Expansion to Find Your Ideal AudienceJune 21, 2013

David Dowhan@daviddowhanPresident, TruSignal

Confidential & Proprietary

Big Data Powered Targeting Future is Here…

Big Data lets target specific users at scale

1:1 digital marketing requires data signals

Challenge—sifting through all of the data to

discover the right signals for your specific goals

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Lots of Data—Most of it useless…

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Profile Data

DemographicsPast Purchases

FinancialsGeography

HobbiesCensusAssets

Household

Behavioral

Intenders

Search Terms

Contextual

Web Navigation

Retargeting

“In-Market”

Social Likes

Technographic

Time of Day

Device Type

Device Speed

Day of Week

Site Index

Ownership

1st Party

2nd Party

3rd Party

Audience

Segments

Clusters

Genetic Algo’s

Lookalikes

Act-alikes


Key Ingredients for Successful Audience Targeting

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Start with the right raw data

Repeatable process with scale and efficiency

Portable – usable across multiple touch points


Right Data Depends Upon Marketing Goals

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DaysConversion

Convert Existing Demand

Weeks

Prospecting

Generate New Demand

Targeted BrandingMonthsBuild Awareness

and Future Demand

TimingCampaignGoalsData Type

PROFILEDATA

BEHAVIORALDATA

Confidential & ProprietaryP

rofil

eB

ehav

iora

lCreating Audiences of Scale and Efficiency

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Raw Data Points Audiences

•Demographics•Financial•Lifestyle•Interests•Census

High Scale, Low Signal

•Search Term•Web navigation•Contextual site visit•Lifestage event•Visited your website

Low Scale, High Signal

Act-alike Models Inferred Segments Intenders

Boost scale, without losing signal

Lookalike Models Segment Combinations Prebuilt Clusters

Boost signal, without losing scale

Combine

Expand


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Case Study: Improve Targeting Efficiency

Branding

Prospecting

Converting

Targeting For Efficiency

65%Improvement in targeting accuracy

Large Scale20M

‣ Luxury auto brand launch‣ RTB, premium, video, and social‣ Existing demo targeting

‣ Age 35-64‣ Income $150k+‣ Males‣ College Educated


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Old Way—Scale and Accuracy Problems

Age: 36-64

126,000,000Users

TotalPopulation

Gender: Male

115,000,000Users

Education: College

37,000,000 Users

Income: $150+

32,000,000Users

SmallScale!


Prebuilt Clusters - Convenient but Inefficient

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40% Audience Reach!

Need to buy 25% of all segments


Custom Predictive Audience Model

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Which data signal matter?

How they relate to each other?

Relative importance of each signal


Step 1: Find the Right Data

Analyzed owners of : Audi A6, BMW 5, Infiniti M, Cadillac XTS, Jaguar XF, Lincoln MKS with 40 sources of offline profile data

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Step 1: Find the Right Data

Select Predictive Factors•Income

•Household purchasing power

•Age

•Interest: Money making, DIY, finances

•Hobbies: RV Travel, camping, cooking

•Ethnicity

•High mortgage credit

•Credit card balances

•Occupation

•Mail order buyer (prefers Amex)

•Past Purchases: jewelry, children’s goods

•Pet owner

124 predictive factors from 10 different data sets

Contribution by Data Category

4%

3%

3%

2%23%23%

21%21%

21%21%

19%19%

7%7%

9%9%

4%


Step 2: Apply Model to Build Scale

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Premium Publishers

Activate custom audiences directly within DoubleClick

for Publishers

Trading DesksAD AGENCY

INDEPENDENT

Step 3: Port Audience to Media Access Points

Ad Networks

DSP’s

Top Portals

RTB Exchanges

Video

Audience POOL

News feedMobile

DoubleClick for Publishers


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Demographic vs TruSignal Comparison

40,000 sample customers

Best demographic targeting

•Males•Age 35-64•$150k+ income•College educated


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Same Scale – Bigger Reach

Scale Reach Efficiency

CriteriaTargeted Audience

% Actual Customers

Efficiency

Gender, Age, Income, Education

8,300,000 26%3.0

TruSignal 8th Percentile 8,000,000 43% 5.4

For the same impression levels, TruSignal improved the total audience reach by 65%

Hold Scale Constant


Same Reach – Less Budget $$

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Scale Reach Efficiency

CriteriaTargeted Audience

% Actual Customers

Efficiency

Gender, Age, Education 25,700,000 40% 1.8TruSignal 7th %tile 7,000,000 40% 5.7

To achieve the same reach as demo targeting, TruSignal only needs to use 27% of the impressions!

Hold Reach Constant


Key Take Aways

Big Data powers more efficient technique that move way beyond demographics and pre-built clusters

Campaign objectives determine appropriate raw data and audience development methodology

A well-executed custom approach can produce a scalable, portable, and efficient audience

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Using Big Data and Audience Expansion to Find Your Ideal AudienceJune 21, 2013

David Dowhan@daviddowhanPresident, TruSignal

Download - Sponsor Breakfast Presentation by TruSignal

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