Technical Leaders - Working with the Management Team
Your big data audience insight
1. YOUR BIG DATA AUDIENCE INSIGHT
Sam Zindel _ DATA MODELLING ANALYST
WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700
2. TODAY’S AGENDA
BIG DATA IN THE DIGITAL WORLD
BUILDING THE BRAND/CUSTOMER RELATIONSHIP
SIGN-POSTING THE CUSTOMER JOURNEY
AUDIENCE INSIGHT = COMPETITIVE ADVANTAGE
THE VALUE OF 1st, 2nd & 3rd PARTY DATA
DATA MANAGEMENT PLATFORMS
Q&A
#bigdataforum
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3. THE DIGITAL WORLD IS:
Volume Data-rich
Velocity
Variety Viewed in real-time
Multiple sources & complex
WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700
4. WHAT IS BIG DATA?
Structured data Unstructured data
Relational databases Relational databases
Weblogs and Metadata
Social media & user
generated content
WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700
5. WHAT IS BIG DATA?
Source: Big Data Insight Group – Industry Trends Report March 2012
State of Play
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6.
7. How people feel about your brand is driven by
their level of trust and their experience
Brand experience Perception Level of trust
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9. Putting customers at the heart of it
creates a virtuous circle
Brand derives maximum Customer derives
value from customer maximum value from brand
Rich Data gives us better customer intelligence
to direct activity
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10. The potential rewards for companies are huge
Brand Customer
Loyalty Retention
Advocacy Acquisition
Awareness Upselling
WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700
11. High level customer journey and key digital channels
Purchase
Moment Loyalty
Cross-sell
Awareness Consideration In Life Advocacy
AFFs
PPC
SEO
Display Display
Social
Website
Mobile
Email
Secure Website
WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700
12. Focus on conversion
Purchase
Moment Loyalty
Cross-sell
Awareness Consideration In Life Advocacy
AFFs
PPC
SEO
Display Display
Social
Website
Mobile
Email
Secure Website
WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700
13. Putting customers at the heart of it
requires a broader digital approach built on customer need
Purchase
Moment Loyalty
Cross-sell
Awareness Consideration In Life Advocacy
AFFs
PPC
SEO
Display Display
Social
Website
Mobile
Email
Secure Website
WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700
14. AUDIENCE INSIGHT
IS KING
Some great, simple ideas…
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17. BIG DATA TECHNOLOGY
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18. Before we get ahead of ourselves…
There are 3 things to check we are on top of
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19. SINGLE CUSTOMER VIEW
Structured data
Relational databases
WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700
20. AUDIT AND MANAGE YOUR WEB ANALYTICS PLATFORM
WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700
21. WHAT BUSINESS QUESTIONS ARE YOU TRYING
TO ANSWER?
• How can I improve customer satisfaction levels?
• How can I grow my business by 10% in the next 2 years?
• Who are my highest value customers and where can I find more people like
them?
But understand that Big Data should provide a framework for
tomorrow’s questions
WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700
22. How else do you gain insight into your audience?
• Collect more data
• Conduct research
• Test and learn
• Further analysis of existing data
• Buy 3rd party data
WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700
23. Data currency
Trade between web users’ data and website
content/service
Google “surveywall”
Designed to replace publisher paywalls
A quick market research question in exchange for
content
WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700
24. THE VALUE PROPOSITION
What is your company’s data actually
worth?
1st Party data is great, as long as you are
making best use of it
Has anyone
ever heard of
3rd party data used to scale audience is fine but 2nd party
there are issues:
•Lack of industry standards data??
•Insight sits with the provider
•It is available to everyone
WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700
25. THE VALUE PROPOSITION
Exclusivity of data is key
Why should all of your insight go towards
improving a data provider’s product?
It is your audience, and you should retain
the insight
WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700
26. Why does nobody ever talk about 2nd party data??
Closed Loop
Brand Data Exchange Publisher
WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700
27. DMP IS THE EMERGING HUB FOR DIGITAL MARKETING
WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700
28. Data Management Platform
Make your audience insights actionable
Audience Management
TF ORMS
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IDE P
Inter AD SERVERS
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est
DEMAND
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Pur- Life- DEMAND SIDE PLATFORMS
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In-
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Mark
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CREATIVE OPTIMIZATION
CONTENT PERSONALIZATION
SSP/EXCHANGES
All this….and own your audience data and insight
WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700
29. Old World
> Customer averages in silos
> Conversion-based decisions
> Channel optimisation
> Last click attribution
> Content designed for the majority
> Ads targeted to 3rd party
segments
> Audience data owned by 3rd
parties
> Historic reporting
> Disparate data and web analytics
> Reactive, reflective, ineffective
30. New World
> Individual customer journeys over tim
> Value-based decisions
> Customer-centric
> Audience specific attribution
> Customised content for individuals
> Ads targeted to your audience
> Own and control your own audience
data
> Real-time reports
> DMPs and predictive analytics
> Proactive, predictive, effective
31. WHAT DOES YOUR BIG DATA
OPPORTUNITY LOOK LIKE?
WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700
34. JOIN US AT OUR 1st MEETUP!
Brighton Digital Festival
Thurs 27th Sept, 5pm
Follow @bigdatabrighton
Me @samzZin
WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700
35. Thanks for listening!
Q&A
Sam Zindel _ DATA MODELLING ANALYST
sam.zindel@icrossing.co.uk
WWW.ICROSSING.CO.UK / CONNECT.ICROSSING.CO.UK / +44 (0)1273 827 700
Editor's Notes
Unstructured data is complex and hard to analyse which requires a new way of thinking
Second slide – what are the main reasons people are looking at Big Data Retail – customer insight and better targeted marketing campaigns Finance – get more value out of old data and achieve competitive advantage
Unstructured data is complex and hard to analyse which requires a new way of thinking
So as the industry uses 3 rd party data to scale audience, it is important to understand the implications of this, and how the process could be improved. Firstly there is lack of both transparency and common standards between providers. Data is typically bought in “user segments” rather than people. However how these segments are arrived at is unclear and not standardized across providers. An advertiser buying a user segment who is in-market for a Rolls Royce may not be getting the same segment from each provider. For example a segment could be based on users searching for Rolls Royce related kws. Another provider may chose to use data gained from the Financial times combined with Rolls Royce content viewed. They are clearly very different segments but could be sold as the same. Removing the noise is difficult – what types of data truly drive performance. Understanding what data types demonstrate causation rather than correlate with a behavior is difficult. And actually data can be very expensive and is available to all on the open market. This means that in many cases the insights gained, especially around prospecting, are rarely exclusive and used by many advertisers. This can push up CPMs in the auction which can hinder ROI – especially when the cost of data is factored in. Finally, the insight sits with the media buyers. But that insight could be more valuable. It could have an impact beyond your media buying and into your whole marketing efforts. So it raises a question? How good is 3 rd party data?
So as the industry uses 3 rd party data to scale audience, it is important to understand the implications of this, and how the process could be improved. Firstly there is lack of both transparency and common standards between providers. Data is typically bought in “user segments” rather than people. However how these segments are arrived at is unclear and not standardized across providers. An advertiser buying a user segment who is in-market for a Rolls Royce may not be getting the same segment from each provider. For example a segment could be based on users searching for Rolls Royce related kws. Another provider may chose to use data gained from the Financial times combined with Rolls Royce content viewed. They are clearly very different segments but could be sold as the same. Removing the noise is difficult – what types of data truly drive performance. Understanding what data types demonstrate causation rather than correlate with a behavior is difficult. And actually data can be very expensive and is available to all on the open market. This means that in many cases the insights gained, especially around prospecting, are rarely exclusive and used by many advertisers. This can push up CPMs in the auction which can hinder ROI – especially when the cost of data is factored in. Finally, the insight sits with the media buyers. But that insight could be more valuable. It could have an impact beyond your media buying and into your whole marketing efforts. So it raises a question? How good is 3 rd party data?
Exclusivity of data is key. Exclusivity delivers a unique value proposition. 1 st party data is the most relevant to your audience. It is something your competitors do not have. However, it needs to scale. The more first party data that can be combined with 3 rd party data to achieve scale the better. The future has to be about people rather than cookies. Only then are advertisers able to truly understand their audience. And finally, brands own their audience not media buyers. But when data plugs directly into the buying technology, the insights can stay there and not ripple throughout the business. This is where the move from data led Demand Side Platforms to brand managed Data Management Platforms leading Demand Side Platform execution becomes really exciting…
So as the industry uses 3 rd party data to scale audience, it is important to understand the implications of this, and how the process could be improved. Firstly there is lack of both transparency and common standards between providers. Data is typically bought in “user segments” rather than people. However how these segments are arrived at is unclear and not standardized across providers. An advertiser buying a user segment who is in-market for a Rolls Royce may not be getting the same segment from each provider. For example a segment could be based on users searching for Rolls Royce related kws. Another provider may chose to use data gained from the Financial times combined with Rolls Royce content viewed. They are clearly very different segments but could be sold as the same. Removing the noise is difficult – what types of data truly drive performance. Understanding what data types demonstrate causation rather than correlate with a behavior is difficult. And actually data can be very expensive and is available to all on the open market. This means that in many cases the insights gained, especially around prospecting, are rarely exclusive and used by many advertisers. This can push up CPMs in the auction which can hinder ROI – especially when the cost of data is factored in. Finally, the insight sits with the media buyers. But that insight could be more valuable. It could have an impact beyond your media buying and into your whole marketing efforts. So it raises a question? How good is 3 rd party data?