ddog day 15-5-2014 - document summary
DESCRIPTION
Digest of the deck presented at the DDOG (Digital Data Organic Growth) event which occured on 15.5 at UGC Toison d'Or (Brussels). The goal of the show was to give useful tools, 'tips & hints' to understand/handle various sets of data: data from marketing environments, data about consumer insights, data generated by sales, ... Hugues Rey, CEO from Havas Media Brussels : « Today's technology is sufficiently powerful to help in real time our clients. We are here to facilitate and simplify our clients's path through real-time marketing optimisation via our specific tools and our high value experts.TRANSCRIPT
WELCOME#DATA #MEDIA #DDOG
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Data Augmented Reality
Connected life
Data Augmented Reality
Connected to social network
Data Augmented Reality
Connected media
Data Augmented Reality
Connected touchpoints
Data Augmented Reality
Connected mobility
Data Augmented Reality
Connected consumer journey
How to reinvent the connections to consumers
in a data driven world ?
Is it all about algorithm now?CONTENT as a Consumer Engagement catalyst
Is it all about
algorithms now?
2MV Data Consulting
Data Driven Meaningful Connection Planning
MEANINGFUL
CONNECTIONS
PLANNING
ARE FUELED BY DATA, INSIGHTS & ROI-DRIVEN
PROVIDE PERSONAL & COLLECTIVE VALUE
SHARE A BRAND STORY
CONNECT EXPERIENCES ACROSS ALL PLATFORMS
IGNITE CONVERSATION & ACTION
NOS BEST
CASES
MODELISATION
FRANCE
15 mai 2014
NOTRE AMBITION
Analyser et piloter la data au
bénéfice d’une meilleure
efficacité media marketing et
pour une croissance
organique des marques
EN 1 AN….
30 projets de modélisation
2000 modèles développés
8% de gain de ROI media après un projet de modélisation
LA MODELISATION ECONOMETRIQUE
Ventes ou
trafic
Campagnes
média image
Variations du
niveau des
prix relatifsProspectus/
catalogues
Temps forts
promotionnels
Saisonnalité:
jours fériés,
vacances
scolaires,
climat…
Média
concurrents
Promotions
concurrentes
Campagnes
média promo
Facteurs internesFacteurs externes
De multiples facteurs externes ou internes influencent les ventes ou le trafic, vers une marque ou une enseigne
Tous ces facteurs interviennent simultanément
Cela rend délicat l’identification des rapports de cause à effet entre chaque facteur individuel et les ventes
La modélisation permet de quantifier l’influence de chaque facteur et la manière dont il agit dans le temps
UNE APPROCHE STATISTIQUE AUX CONCLUSIONS OPÉRATIONNELLES
Offre
Saisonnalité
Contexte
économique
Actions concurrentes
Calendrier
=ƒVentes
Décomposition des ventes
par type d’effets
Réponse ventes
aux investissements
Media
Promo
Noto / image
RP, events
Données sociales,
e reputation
WHEN DATA MEETSPROGRAMMATIC BUYING !
Purchases and Sales of Advertising placement are now done directly via electronic market place :
The Ad Exchanges
AdvertisersAd
Exchange Publishers
+9 billion impressions exchanged by month in Belgium
Single Buying Ad : We buy an AUDIENCE instead of an impression
Supply and demand are managed in Real Time (RTB)
A deep mutation of Online Advertising
Programmatic Buying
We still talk about media, but the AUDIENCE has taken the lead !
Classic Display Programmatic Buying
Real Time Bidding
1. User visitsa webpage
2. Theimpression is
auctionned
3. Buyersplace a bid
4. The highestbid “wins” the
impression
5. User seesthe ad
20 MILLISECONDS
A technologic revolution for serving The Media Buying
ReachThe right audience
At the right
moment
At the right price
With the right
creative
Main objective of an Advertising message is to reach the right audience.
LESS WASTE !
BEST ROI!
The gainful impression & the 4 R…A new vision:
WHAT WE CAN DO WITHDATA !
Improve your targeting : use DATA
Socio-
demographic Behavioural Contextual
interest
Define the marketing and media target audience
The main objective of broadcasting for an advertiser is finding
its audience, not a support !
3rd party data (external providers)1st party
data2nd party
data
Advertisers
dataPublishers
data
DataImprove your advertising effectiveness and maximize your reach with
useful target
DemographicAge, gender
With Child
Urban / non urban
Household revenue
Social Class 1-8
Contextual /
EnvironmentalTopic – Category
IP, browser
CompartmentalInterest et lifestyle
Listening to, fan of, amateur of
Intention basedLooking for a product
Having purchased and ready to buy
again
GeolocatedCountry, region, department, city,
Size of cities
SocialBloggers, influencers
DataImprove your advertising effectiveness and maximize your reach with
useful target
Adverification
technology
Double
Verification of
exact
broadcasting
frame
Powered by
Data
integration
Ability to
integrate Data
from all
parties using
Artemis
exclusive
capabilities
User data
protection
Compliant
with the latest
legislation for
cookies and
user
protection
Advanced
targeting
Contextual
Demographic
Geographic
Behavioural
Device
...
Ad’hoc
creative
optimisation
Serve the right
message
based on user
segmentation
Aided by the best technologies
CONCLUSION
Data empowers programmatic buying !
The best data is yours.
Our goal is to optimise your ROI.
We need your help to do so !
Multiple the TV effect by data
Yesterday
- 1.500 households
Today
Synchronisation
The SRP in television buying
Buying optimization Sponsoring evaluation
The SRP in sponsoring
De Nacht van vs Wauter vs Waes
+36%
De Nacht van vs The Voice
+70%
The SRP in television buying(illustration)
Engagement Zapping
Productivity +50%
Synchronisation TV & online
Principle of synchronisation
or/& or/&
Pre-roll Rich Media Display
Measurement of television
Concretely
During ± 15 minutes after TV diffusion
Increase by +25%* power of TV spots in awareness***Important: media objectives and creation must be on the same line***
Based on ClickOn data in France
Measurement of television
Concretely
During ± 15 minutes after TV diffusion
OR/&
Synchronization in TV buying
Future
TV
Contexte
Impressions
Clicks
Challenge for tomorrow
Synchronisation
15 % des entreprises jugent posséder capacités de stockage et personnel qualifié pour traiter la data
71 % estiment être loin du compte
50 % des responsables marketing jugent que la data est l’actif le plus mal utilisé
10 % se servent systématiquement des données pour définir leurs stratégies commerciales
Source : CMO Council SAS mars 2013
JURASSIC DATA
2MV DATA CONSULTING DATA ROOM
GODZILLALGORITHME
THANK YOU#DATA #MEDIA #DDOG
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