trusignal at dbs: big data in the upper funnel: how custom audience targeting improves new customer...

Big Data in the Upper Funnel: How Custom Audience Targeting Improves New

Customer Lifetime Value David [email protected]

Confidential & Proprietary

2

The Big Bang Explosion of Online Marketing Data

3rd Party Data3rd Party Data11%% SignalSignal99% Noise99% Noise

Challenge: Finding theChallenge: Finding therightright data for targeting? data for targeting?


Converting Close Existing Demand

Search, Behavioral & RetargetingIN-MARKET

Prospecting Stimulate New Demand

Contextual & Demo TargetingEmail Campaigns

PROFILE + CONTEXTUAL

Align Targeting Data with Campaign Objectives

WHODATA

WHATDATA

BrandingBuild Future Demand

SponsorshipsPROFILE


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Demos Alone Are Inconsistent and Lack Scale

Income: $100k - $199k46,000,000 Users

Home Value < $400k

62,000,000 Users

Age: 20-39

37,000,000Users

TotalPopulation

AddressableAudience2,300,000

2.3M2.3M

Can your target be precisely defined by just a couple of

demos?

Less than 30% of impressions reached

the correct audience using demographic targeting

*”Building Brands in a Cross Platform World”, Nielsen white paper, November 2011.


Prebuilt Clusters Are Inaccurate and Wasteful

Start with yourdesired population

Buy media that over-indexes on

selected clusters

See where pre-built clusters overlap

Cluster CodeYoung & Digital

Country Squares

Winner’s Always

Executive

God’s Hamlet

Kids & Sidewalks

Bright Lights

Sweet Homes

Sporty Spice

Movers & Makers

Upward Headed

Fast-Trackers

Friars and Squires

Pickup Daddies

Soccer Momma’s

Only 44% of impressions reached their correct target when buying media on the basis of site

composition indices.*”Building Brands in a Cross Platform World”, Nielsen white paper, November 2011.


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TruSignal Custom Approach = Accuracy & Scale


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Target High Value New Customers


Premium Publishers

Activate custom audiences directly within DoubleClick

for Publishers

Mobile

DoubleClick for Publishers

Trading DesksAD AGENCY

INDEPENDENT

Widely Distribute Your Audience

Ad Networks

DSP’s

Top Portals

RTB Exchanges

Video

Audience POOL


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Financial Services Example of Existing Customer Segments

Detailed segment profiles...

...but how can I target new prospects based upon a

profile description?

Using Existing Customer Segmentations to Target


A High Scale, 1:1 Branding Campaign

Branding

Prospecting

Converting

Client Overview:‣ Top 10 financial services client‣ Tried using demos but couldn’t scale‣ Buying sponsorships using average site compositions‣ Needs to connect with high value prospects, at scale

TruSignal Solution:‣ Built a custom audience based on current high value customers

from the clients’ DMP

Custom TruAudience Formula combines 104 data points into a single, targetable audience

3.6%

2.8%

2.1%1.7%

1.3%

Contribution by Data Category

28.6%

18.5%

17.1%13.4%

10.9%


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Reach Your High Value Audience Efficiently

Branding

Prospecting

Converting

Targeting For Accuracy

0514 Million

Uniques

MediaPlatforms

01Custom Audience

Bottom Line:

‣ The agency brought their client’s own TruSignal audience to the media buying table with precision and scale

‣ 5 different media platforms

‣ 14,000,000 high value prospects reached

‣ 80% reduction in wasted impressions


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Customized Approach Yields Precision & Scale

100% Custom –TruSignal brings unique offline data into the audience definition that is simply not available online

Accurate –Eliminate up to 80% of wasted impressions by focusing on your high value audience

Scalable– A custom-built audience can incorporate over 100 different predictive data attributes and still maintain large scale


Thank You!

Discover Your Ideal Audience

[email protected] twitter: @trusignal

trusignal at dbs: big data in the upper funnel: how custom audience targeting improves new customer...

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