dv 2016: the top 10 - tealium audiencestream use cases

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The TOP 10A Detailed Guide to AudienceStream Use Cases

Chris Andres, Richard Morrow, Kyle Brierley


Top 5 Common Use Cases1. Unified & Optimized Ad Spend2. Multi-channel Abandonment Retargeting3. Site Personalization - Engagement & Conversion4. CRM Enrichment5. Omnichannel Enrichment


OMNICHANNEL


OMNICHANNELTypes of Segments▪ Demographics/Gender▪ Location/Proximity▪ Preferences ▪ Age▪ Loyalty Offers▪ Offline Segments▪ In-Store Interaction▪ Order History▪ Lead Score

Analytics & Big Data

Unified Profile Use Cases


Top 5 Possible Use Cases1. Message Timing2. Engagement & Propensity3. Content Strategy4. Vendor Testing5. Mobile / IoT


MESSAGE TIMINGMessaging your customers at the optimal moment


Optimized Message TimingWhy it’s important

ExactTarget Study: 71% of people with a smartphone open their emails first thing in the morning—but only a small fraction of them will actually make a purchase or perform another meaningful action

Accenture Report: 87% of Consumers Use Second Screen Device While Watching TV


Optimized Message TimingUnderstanding habits with data

What? When? How?

Read Content 8am Suggest content

Read Emails 12pm Offers & recommendations

Shopping 6pm SMS/Push notifications

Watching Sports 8pm 2nd screen targeting


Optimized Message SequencingSequence 2Users who have clicked, engaged, not converted

▪ Engagement▪ Goal: Acquire user

PII, open email communication

▪ Promote mid funnel content

Sequence 3Registered users, expressed intent

▪Conversion▪Goal: Contact

sales or request demo▪Promote bottom

funnel content and sales communication

Sequence 1New users, anonymous users

▪ Branding▪ Goal: Get users to

site and engage▪ Promote high level

content


ENGAGEMENT & PROPENSITY The Third Data Axis


X-Y-Z AxesCreating dynamic first-party segments based on three dimensions

▪ X Axis – Demographic / Technographic

– Browser, location, device, time of day, etc.

▪ Y Axis – Behavioral & Contextual– Favorite products, category affinities,

types of content consumed, etc.▪ Z Axis – Engagement &

Propensity– Purchase ready indicators, funnel stage

content (top/mid/bottom), etc.


Z Axis Detail

Defining the Z Axis▪Identify “trigger” actions▪Visually compare audience segments▪Review current customer segments▪Pre-Purchase Behavior

Z - Axis

Current CustomersAnonymous / No Activity


PUBLISHER STRATEGYUtilizing data for Content Strategy & Optimization


Publisher StrategyTrying to make sense of what works

▪Many tactics make up the concept of content marketing

▪ Let’s talk about on-site content “your blog”

▪ The data points:–Format–Content Type–Metrics–Sharing


Publisher StrategyOptimizations▪Understand the data points▪Strategic content creation▪Relevant real-time personalization▪Monetize the content

Types of Segments▪E-book ‘How To’ readers▪Forum resources fans▪Inspiration image sharers▪‘Ask the experts’ webinar viewers

Utilizing the data


Publisher StrategyDirect Sales▪Sell campaigns based on segments vs. classic tactics▪Testing & targeting 1st party segments▪Match client customer data to execute ABM strategy▪Monitor multi-channel segment performance

Programmatic▪Preferred Deals & Private Auctions▪Open RTB and publisher profiles▪Email hashing & cookie sync▪Programmatic guaranteed for highest value users▪Header Bidding - Map bid ranges to segments

Ad Targeting & Yield Strategy


AS + IQ: VENDOR TESTINGIncumbent vs. Challenger


VENDOR TESTINGUse your first-party data to drive performance & ROI

DSP Vendor Testing – Do’s & Dont’s

▪ Risk artificial price inflation due to bidding war & over saturated bid density

▪ Test both on full funnel, don’t delineate the user journey▪ Create specific audiences for each DSP to use, for both retargeting and

prospecting▪ For audience prospecting (look alike modeling) identify your most

valuable audience, and split it evenly for each DSP to replicate and amplify


VENDOR TESTINGUse your 1st party data to drive performance & ROI

▪ Using Tealium iQ– Throttle DSP 1 audience tag to fire on 70% of all site visits– Throttle DSP 2 audience tag to fire on 30% of all site visits– Add conversion pixels from both vendors

▪ Using AudienceStream– Identify the DSP 1 retargeting audience using TiQ data source– Identify the DSP 2 retargeting audience using TiQ data source– Create high value audience 1 (70% of total) for DSP 1– Create high value audience 2 (30% of total) for DSP 2


VENDOR TESTINGUse your first-party data to drive performance & ROI

▪ Retargeting - Results and outcomes– Each week track performance and allocate audiences toward the higher

performer in increments▪Adjust throttling in TiQ for each vendor

– Update creatives for both vendors to get more data and statistical significance

▪ Prospecting – Results and outcomes– Watch and update your ”high value” audiences based on newly acquired

users in Audience Stream– As a vendor performs on prospecting, allocate more of the high value

audience to that vendor in increments– Use Audience Stream to start pushing less valuable segments to start

modeling off of


MOBILE/IOT


Mobile / IoTCampaign types / tactics▪Mobile push notifications leveraging beacons to drive in-store

foot traffic ▪Mobile geo-fencing conquest campaign▪Weather based, predictive marketing▪Connected cars, location based radio / mobile advertising▪Interactive Billboards▪POS System customer data


Primary Use Cases▪Analytics Tracking▪Video Tracking▪Push Notifications▪In App Advertising▪Beacon Integration▪Content Modification▪Crash Testing▪Marketer Friendly

Administration▪Segmentation


Top 10 Use Cases: Summary1.Unified & Optimized Ad Spend2.Multi-channel Abandonment Retargeting3.Site Personalization - Engagement & Conversion4.CRM Enrichment5.Omnichannel Enrichment6.Message Timing7.Engagement & Propensity8.Content Strategy9.Vendor Testing10. Mobile / IoT


Q&ATealium Digital Strategy Team


THANK YOU!Tealium Digital Strategy Team


NEXT GENERATION


Live Streaming EventsNative Real-Time Ads:▪Sports League Apps▪Twitter streaming Thursday Night Football▪Live Concerts


Virtual Reality OpportunitiesFacebook’s video creation tool that lets publishers and brands

post360-degree clips to their pages

▪EA Sports & 2009 Obama Campaign▪Destination British Columbia

dv 2016: the top 10 - tealium audiencestream use cases

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