the data game - advertiser perceptions...the data game advertiser perceptions by the numbers 3 years...
TRANSCRIPT
THE DATA GAMEObstacles or Opportunities for Media Sellers and Advertisers?
Executive Webinar Series
THE DATAGAME
Today’s Discussion
2
● Measurement
● Privacy
● Accuracy
● Actionability
● Q&A
Welcome
THE DATAGAME
Advertiser Perceptions by the Numbers
3
YEARS
16of proprietary,
historical data about “what advertisers think”
STUDIES
65conducted per year:
syndicated & custom,quantitative &
qualitative,U.S. & Global
COMPANIES
700continuously
measured across digital, television,
radio, print, agencies and
ad tech
PRESENTATIONS
300delivered per year,
sparking active dialogues about key issues in the
marketplace
CLIENTS
85ranging from
traditional media to emerging ad tech
Welcome
THE DATAGAME
Our Clients (partial list)
4
THE DATAGAME
Today’s Panelists
5
Frank PapsadoreEVP, Marketing
Justin FrommVP, Business Intelligence
Shane WileyChief Privacy Officer
Chris O’HaraHead of Global Marketing,
Salesforce Marketing Cloud, Data & Audiences Group
Ted McConnellSVP, Business Development
Welcome
MeasurementInsights from the 2019 Advertiser Perceptions State of Advertising Measurement ReportJustin FrommAdvertiser Perceptions
THE DATAGAME
The State of Advertising Measurement Report Methodology and Respondent Profile
FieldedJan/Feb
2019
49%Agency
51%Marketer
51% 35% 14%
Sample: Marketer and Agency contacts from The Advertiser Perceptions Media Decision Maker Database
Qualification: • Used advertising measurement/analytics or ad effectiveness research in
past 6 months• Involved in at least one of the following about measurement:
• Make strategic/high-level decisions• Determine overall budget allocations• Evaluate/recommend/approve providers• Implement measurement tools and/or research• Evaluate campaign performance based on measurement
• Minimum $5 Million Total Ad Spend in Next 12 Months
153interviews conducted
JOB TITLES/LEVELS: EXPRESSING OPINIONS FROM:ANNUAL TOTAL AD SPEND:
Average $28.9M
$5 to less than $20M 40%
$20 to less than $30M 27%
$30M+ 33%Senior (VP+) Mid-Level
(Director/Supervisor)Junior
(Mgr, Buyer, Planner)
Measurement
THE DATAGAME
2% 20% 42% 35%
Measurement offerings impact media partner selection
8
Some impactNo impact Slight impact Strong impact
77% Some/Strong Impact
Impact of measurement on media partner selection(percent respondents)
THE DATAGAME
Most advertisers utilize benchmarks when measuring their media spend but what publishers offer don’t always match needs
9
How often do the KPIs measured by your media partners align with the KPIs you need?
18%
40%
40%
3%
Rarely/Never
Some of the time
Most of the time
Always
Use of benchmarks in order to compare and measure the success of ad campaigns
78%
16%7%
YES
I DON’T KNOW
NO
THE DATAGAME
Data now impacts all phases of the media buying process
10
Planning
Buying Optimizing
Evaluation
Advertisers use 2-3 data sources across all stages of an ad campaign
THE DATAGAME
The majority of digital campaigns use fee-based data, including 3rd and 2nd party sources, for targeting
Source: Lucid Custom Research StudyWhat percent of your 2018 digital advertising used each data type for audience targeting?Base: Total Respondents
Average Percent of Digital Advertising That Used Data Type for Targeting
69%
11
31%1st Party
Data
26%3rd Party
Data
22%2nd Party
Data
21%Contextual
Data
THE DATAGAME
About 70% have experienced conflicting advertising data;first party data is the most common solution to conflicts
12
Percentage of respondents who have experienced different data sources providing conflicting data/information
69%
27%
4%
NO
Don’t use multiple data sources
We use our 1st party data when available 38%
We defer to the client's/agency's data 17%
We use the data with the highest numbers/percentages 15%
We use an average of the data 15%
We defer to the ad seller's data 7%
We use the data with the lowest numbers/percentages 6%
Solutions for the issue of conflicting advertising data
YES
THE DATAGAME
Despite wide data availability, 3-in-5 advertisers still default to last click attribution
Biggest obstacles or areas for improvement when it comes to better determining campaign attribution
13
1 Incorporating offline exposure data into multi-touch attribution models
2 Incorporating offline behavior data into attribution models
3 Multi-touch attribution
Percent of respondents that have defaulted to a “last click” attribution model
59%35%
6%
YES
DON’T KNOW
NO
THE DATAGAME
Nearly 3-in-4 believe real-time campaign measurement is important, but only one-quarter measure impact more than once a day
14
Importance of the ability to measure campaigns in real-time
27%Very
Important
28%Slightly
Important
1% Not at all Important
44%Important
would optimize campaigns more frequently given the opportunity to measure in real-time.66%
Frequency that campaign KPIs are measured
5%
19%
16%
33%
20%
7%
Hourly
A few times a day
Once a day
A few times a week
Once a week
Less than once a week
THE DATAGAME
Programmatic's biggest measurement gaps are driven by complexity
15
Inability to measure cross-platform media buys holistically 37%
Conflicting results from different sources 31%
Complexity of integrating data sources 31%
Overestimation of performance metrics 29%
Too reliant on cookie-based technology 26%
Insufficient attribution for every media type 24%
16% 40%
Agency Marketer
Percent ranking as a top three programmatic measurement gaps
THE DATAGAME
of advertisers hold divergent perceptions personally vs. professionally of one or more of the media brands they use
of large ad platforms’ advertisers (who are also personal users of that brand)have either expressed misgivings about personal usage risks and/or decreased personal usage of those same brands
Privacy: Are advertisers operating in a state of cognitive dissonance?
72%
57%
THE DATAGAME
17
of advertisers think that it is “extremely important”
to be able to track users via their mobile device ID
of advertisers are “very concerned”
about privacy issues related to tracking users via their mobile device IDs
40%43%
“Personally I want to protect my PII. Professionally, I want to use as much information for targeting as possible”
- Agency Director
PrivacyShane Wileycuebiq
THE DATAGAME
• GDPRo Expanded Definition of Personal Datao Expanded Data Subject Rightso 4% Global Annual Turnover -or- 20M Euros
• CaCPAo Defacto creates omnibus US privacy lawo Debating Private Right to Actiono Federal preemption attempt by industry
• More on the way...
19
GDPR and CCPA OverviewNew regulation, new reach
Privacy
THE DATAGAME
• Vermont - already in effect
• Colorado - already in effect
• New Jersey - already in effect
• New York
• Nevada
• North Dakota
• Utah
• Washington
• Texas
• Massachusetts
• Maine
Multiple states considering consumer privacy legislation 20
Privacy Tsunami
Privacy
THE DATAGAME
Core principles of privacy:
○ Consent
○ Transparency
○ Control
○ Accountability
Together these have the ability to represent the full breadth of privacy
4 pillars of privacy compliance
21
What to look for
Privacy
THE DATAGAME
AccuracyTed McConnellLucid
THE DATAGAME
WE HAVE A PROBLEM: DATA LOSS AND ERROR IN THE SUPPLY CHAIN
ON
BO
AR
DIN
G
DM
P MO
DELIN
G &
AG
GR
EGATIO
N
DM
P LOO
K A
LIKE M
OD
ELING
DSP LO
OK
A LIKE M
OD
ELING
CR
OSS D
EVICE G
RA
PH
TAR
GETIN
G SO
UR
CE D
ATA
93%ERROR
25% - 40% ERROR
40% ERROR ? 0 - 70%
ERROR0 - 70% ERROR
30% - 80% ERROR
Accuracy
THE DATAGAME THE BUSINESS RISKS OF UNKNOWN QUALITY
• Wasted Media … huge impact.
• Incorrect attribution. Even worse. (Who was exposed?).
• Misleading “insights”.
• When data is the Product, is it “good”? How to get better?
• Models upon Models might as well be random numbers. (Err*Err)
• Keep getting it wrong, and the open web will collapse.
• No current scheme eliminates bots or non-contactable id’s.
• The map from behavior to intention could be wrong.
Accuracy
THE DATAGAME HOW TO KNOW:
ATTRIBUTE DENSITY
The concentration of people in the audience that claim to have the desired characteristic.
For control, compare density in defined audience vs random.
Ex: How many red M&M’s are in the jar?
Accuracy
THE DATAGAME
ActionabilityChris O’HaraSalesforce
Using First-Party Data to Drive Personalized Customer EngagementAdvertiser Perceptions
Chris O’HaraVP, Global Product MarketingSalesforce Data & Audiences Group
Challenges for Marketers
Internal Only | Do Not Distribute
Marketers Need Tools to Manage Vast Amounts of Data
Engaging with customers in real time
Optimizing the marketing mix for best return
Modernizing tools and technologies
Creating a shared, single view of customers across business units
Unifying customer data sources
Top Data Management Goals
"State of Marketing," Salesforce Research, December 2018
12345
Power Has Shifted to the CustomerConsumers expect a new level of data-driven engagement
“State of the Connected Customer,” Salesforce Research, 2018
74%of consumers expect
companies to understandtheir needs and
expectations
59%of consumers expectcutting edge digital
experiences
Marketing Data Is Fragmented Across Systems
MarketerHow can I unify data, segment
audiences, and personalize experiences across channels?
Data from SystemsMultiple regions, business units, products,
campaigns, channels, & technologies
CRM, Loyalty,Service
Email, Mobile,Social
Sales
WebAnalytics
PaidDigital Ads
ProgrammaticAds
CustomerDatabases Data Lakes Propensity Scores Internal Models
AgencyReporting
Partners
Online Ad Team
CRM Team
Analytics Team
Marketing Teams
Your Company and People Are Structured in Silos
Data from TeamsEach team has different goals
and optimizes by channel
Business Units Products Regions
MarketerHow can I make data-driven
marketing decisions across teams?
The Strategic Role of Identity Resolution
“The ability to accurately identify customers is the most basic prerequisite for marketing analytics, orchestration, and execution”
Capturing and Activating First Party Data
Internal Only | Do Not Distribute
DMP Analytics
KNOW PERSONALIZE ENGAGE
Profile Store(PII)
Profile Store(Pseudonymous)
SMS/Push
Display
Video
Mobile
DCO
SSP / IS
Advertising Studio
Single system of record for unknown data
Source of truth for known marketing data
Data Ingestion (API)
Interaction Studio / Journey Builder
Mul
esof
t and
CRE
Einstein AnalyticsKn
own
Data
Unk
now
n Da
ta
Sales
Point of Sale
Legacy
Service
Marketing
Commerce
Consent Management
Re-IdentificationO
nboa
rdin
g (H
EM)
Cros
s-De
vice
ID
Cookies
Mobile Ad ID
IOT / OTT
2P / 3P DATA
/ G360
C360 -- New
Q&A
Thank youTed [email protected]
Shane [email protected]
Justin FrommAdvertiser [email protected]
Frank PapsadoreAdvertiser [email protected]
Chris O’[email protected]