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