Post on 27-Jul-2020
transcript
Sacha Berlik
General Manager, Europe
sberlik@dataxu.com
@DataXu
The Programmatic Marketing Revolution
is Here!
The Digital Lifestyle is Transforming
Consumer Behavior
2
3
Changing the Way We Buy
From Work to Play:
Auto Intenders Are Cross-Device Users
4
Financial Services: Consumers Make
Transactions Across Devices
5
iPad Mini
Retail: Consumers Shop on Every Device
6
Consumer Behavior is Creating Big Data
7
8
© 2011-2012 DataXu, Inc. Privileged & Confidential
From Transactional to Behavioral Data
From Static to Dynamic Data
1.8 ZB In 2011
13 + ZB In 2015
From Little to Big Data
@dataxu
10
Big Data Creates a New Opportunity for Marketers
Big Data is Transforming Marketing
@dataxu
12
Omni-channel
Programmatic
Auctions for ads on exchanges
Data deluge
Real-time decisions
Science
Transparent
Ad Industry Undergoing Discontinuous Change
TV, radio, print
Manual
Layers of media middle men
Data scarce
Batch-mode decisions
Faith
Opaque
Mad Men Math Men
13
Values Are Changing for Marketers
High Value Engagement Personalization Conveying Your Brand as a Service
Low Value Advertising
New Approach Required
Big Data Enables You to Market Smarter … …Programmatic Marketing
What is Programmatic Marketing?
16
Use of data and analytics to deliver an optimal consumer
experience
Every interaction is measured and tailored to the individual
consumer
In real-time…at the speed of life
Content Category
News
Family & Parenting LawGovt &
Politics
Arts & Entertainment
Travel
Technology &
Computing
User
Generated
Content
Hobbies &
Interests
Real
Estate
What are the demos and interests of my
best customers?
Max “Add to Cart” rate
Median “Add to Cart” rate
Min “Add to Cart” rate
Infants (0-
2)
Single
Separated
> $100K
$50-$75K
$75K-$100K
Income Children
Female
35-44
No Children
Toddlers (2-
5)
Male
25-34
$20-$50K
45-54 55-64
Tweens/Teena
gers (10-19)
Children
(5-10)
Married 65+
Gender
Age
Marital Status
Business
Society
Science 18-24
Education Food &
Drink
Shopping
Health
&
Fitness
<$20
K
18
Are consumers that click really my best
customers?
Click Rate
Less than $20K
$20K-$30K
$30K-$40K
$40K-$50K
$76K-$100K
$50K-$60K
$100K-$150K
$150K-$250K
Over $500K
$250K-$500K
Purchase Rate
Over $500K
$250K-$500K
$150K-$250K
$100K-$150K
$76K-$100K
$40K-$50K
$50K-$60K
$30K-$40K
Less than $20K
$20K-$30K
19
What are the Key Benefits for Marketers?
Efficiency
– Elimination of wasteful media spend
– Automation of manual work
Effectiveness
– Personalize the creative message
– Identify and focus on highest value segments
Consumer Insights
– Detailed behavioral data in real-time
20
Case Study: Marketer Using Programmatic Marketing to Win
21
Consumer Credit Cards: Find and
Capture Micro-Consumer Segments
Challenge
Reach prospects outside its established demographic
for a new line of savings products, and quickly move
them down the funnel – from awareness to conversion
Approach
• Discover new audiences likely to be
interested in new offerings, and use
retargeting to drive conversions
Results
• Increased ROAS by 46% and
outperformed CPA goal by 40%, while
reaching over 78 million consumers
• Discovered that urban consumers were
most responsive during daylight hours on
Tuesday, but converted on Sunday
evenings
Affluent consumers were more likely to
respond during daylight hours
22
What’s Coming Next?
23
Thank you!
Sacha Berlik
General Manager, Europe
sberlik@dataxu.com
@DataXu
24