the most important marketing metric you’re not using, digiday brand summit, december 2016
TRANSCRIPT
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Jeff CollinsChief Revenue OfficerSeptember 20, 2016
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Kate was exposed to
Brand ad
Kate sees aperformance ad
on her tablet
At home, she is served an ad with 20% off coupon
Consumers’ Path to Purchase
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Panel-Based Cookies DeviceID
DeviceID
Different Devices. Different Metrics. Different Worlds.
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No Holisitic View of the Consumer’s Journey
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No Holisitic View of the Consumer’s Journey
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TV(Nielsen)
PRINT(MRI)
DIGITAL(Cookies)
REACHING YOUR CONSUMER
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ANONYMOUS25-54
Likely Female
DMA
Unknown
Unknown
In-Market AutoIn-Market TravelIn-Market RetailAdvertiser Site
Age:
Gender:
Geography:
Email:
Devices:
Online Behavior:
Kate Anderson32 years old
Female
Chicago, IL 60614
iPhone 5iPad MiniMacBook Pro
In-Market AutoIn-Market TravelIn-Market Retail
Age:
Gender:
Geography:
Email:
Devices:
Online Behavior:
Shifting from Proxies to People
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Kate AndersonFemale32 years oldMarried2 ChildrenChicago, IL, 60614
iPhone 6SSamsung TabletLenovo LaptopPanasonic 55’ TV
PeopleHealth
Game of ThronesHGTV
Whole FoodsMacy’s
Tropicana OJAdvil
Honda Pilot
Demographics:
Devices:
What She Reads:
What She Watches:
Where She Shops:
What She Buys:
What She Drives:
Meet Kate Anderson
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Kate was exposed to
Brand ad
Kate sees aperformance ad
on her tablet
At home, she is served an ad with 20%
off XXX
Linking Purchase Information Back to Consumers
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+ +
-CONFIDENTIAL-
National CPG Retailer Case Study
Offline PurchaseData Provider
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National CPG Retailer Case Study
-CONFIDENTIAL-
+
+
+
=
=
=
4xthe rates ofdisplay-only
ads
5xthe rates ofdisplay-only
ads
8xthe rates of
mobile-only ads
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1212-CONFIDENTIAL-
2xmore than display
7xROAS
10xhigher CPM
TV and Digital
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TV Only
-CONFIDENTIAL-
BRANDING CONVERSION
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