Data Audience Planning IE MGDM 2023 PDF

AUDIENCES & DATA PLANNING #6 #1- CONTEXT: DATA, INDUSTRY… #2 – AUDIENCE PLANNING: - FRAMEWORKS, TACTICS… - CASES # 3. EXCERSICE: CHANNELS ALONG THE FUNNEL WITH DATA Session 6 – IE Paid Media Prof. Emiliano Chedrese SOME CONCEPTS: BIG DATA, DEEP DATA, FUELING DATA… DATA PLANNING IN MEDIA In general l...

AUDIENCES & DATA PLANNING #6 #1- CONTEXT: DATA, INDUSTRY… #2 – AUDIENCE PLANNING: - FRAMEWORKS, TACTICS… - CASES # 3. EXCERSICE: CHANNELS ALONG THE FUNNEL WITH DATA Session 6 – IE Paid Media Prof. Emiliano Chedrese SOME CONCEPTS: BIG DATA, DEEP DATA, FUELING DATA… DATA PLANNING IN MEDIA In general lines is the using of different data pools across the journey to… #1. Customize: personalized #2. Better Segmentation: #3. Measure & Learn: customization knowing who target to increase campaign effectiveness. A customized audiences use to have a better response. Efficiency by targeting your potential audience according to your objectives (avoiding less relevance targeting) have audience traceability (path) to measure and understand behaviors and events (click on ad, visit a profile in social, leave a form in website…) https://youtu.be/3FmX8SBIeco THE VALUE OF THE AUDIENCE (CONSUMER DATA) WILL INCREASE INTERSECTING WITH THE JOURNEY OBJECTIVE Audiences data Value AWARE | DISCOVER PASSIVE VISITOR LESS VALUE (LOT OF CONTACTS / PEOPLE) CONSIDER | PREFFER PROSPECT ACTIVATED USER PURCHASE CUSTOMER ACTIVE CUSTOMER RECOMMEND AMBASSADOR More POTENTIAL VALUE (LESS PEOPLE) 1ST PARTY DATA …ZERO PD… COMES FROM CONSUMER Sources: Web Analytics Campaign CRM Search DMP Other (app, newsletter, loyalty, transactional data, etc. ) 2ND PARTY DATA Data collected by a specific company to only by used by direct partnerships and agreements. Only available for a few of our advertisers Partners Agency CDP Data cleaning rooms examples 3RD PARTY DATA Collected by third party entities that have no direct relationship with our advertisers. Mostly MEDIA Google Amazon, META, TEADS 3rd party providers … 1ST PARTY DATA …ZERO PD… COMES FROM CONSUMER Sources: Web Analytics Campaign CRM Search DMP Other (app, newsletter, loyalty, transactional data, etc. ) + High Value - Volume to build scale 2ND PARTY DATA Data collected by a specific company to only by used by direct partnerships and agreements. Only available for a few of our advertisers Partners Agency CDP + Strategic Value Expensive, dependency examples 3RD PARTY DATA Collected by third party entities that have no direct relationship with our advertisers Google Amazon, META, Twitch.. 3rd party providers + Scale and volume - In risk for privacy The main steps for data planning COLLECT / SELECT YOUR DATA RELATED TO OBJECTIVES (KPIS) YOUR STRATEGY AND GOALS STEP 1 STEP 2 Identify opportunities for using / collecting data.... Select issue(s) and/or opportunity(ie s) and set goals.... STEP 3 Plan an approach and methods, sources across journey. PLAN DATA CASES & USE ACROSS FUNNEL STEP 4 Collect data from different platforms, normalize data collected STEP 5 Analyze the data collected and challenge your plan / objectives SPECIFIC PROCESS: INVOLVE ENGINEERS & DATA SCIENCTIST (TAG, STRUCTURE, NORMALIZE, PLUG, EXPAND) MESURE EFFECTIVENESS TEST & LEARN STEP 6 STEP 7 Data and Audience planning to expand your comms & content Mesaure data cases against KPIs. Test a/b. Learning Agenda DATA COLLECTION: FIRST PARTY DATA ZERO PARTY DATA VISION… 1st Party Data Collection: Main Channels Its Data direct from Consumers First-party data provides valuable insights that can help deliver better customer experiences and drive business results. But it's also important for marketers to use first-party data responsibly. Personalization Audience Extension Lookalikes Insight… Audience creation https://www.thinkwithgoogle.com/intl/en-emea/future-of-marketing/creativity/first-party-data-marketing-privacy/ DATA COLLECTION: THE ZERO PARTY DATA VISION… ZERO Party Data Gathering THE ZERO PARTY DATA VISION… Zero-party data is based on the idea of exchanging value in a transparent setting: a customer offers a brand their data in exchange for more personalized experiences or an exclusive incentive or privilege. DONT GET WITHOUT CONSENT DONT BE CREEPY TO GET INFORMATION BE TRANSPARENT AND ADD VALUE TO AUDIENCE Ultima´s Petmoji: audiences can create / get its pet stickers by sharing their data with the brand trough a customized form. AFFINITY PET CARE CASE 3ST PARTY DATA NEEDS FIRST PARTY TO BUILD SCALE The way to build strong 3rd party data signals is based on 1st party data 2ND Party DATA 2ND party data signals as a strong value to build reach & consideration CONTINUITY 3RD P. DATA 1ST Party DATA QUALITY BY KNOWING YOUR OWN DATA YOU SCALE BETTER PRECISION REACH COMPLEMENTARY ROLES WHILE MASS MEDIA REQUIRES MORE INVESTMENT AND LESS EFFORT, 1st LESS INVESTMENT AND MORE EFFORT PRECISION VALUE CRM Own audiences or potential customers that has different relation with your brand DATA COLLECTION: MARKETERS. AFFINITY PET CARE CASE RELATIONAL VALUE Different Channels to build Audience Relation Supported by channels and content across the journey WHY DO I NEED FIRST PARTY DATA? REACH & SCALE FMCG HAVE DIFFERENT 1ST PARTY CHANNELS & SOURCES TO BUILD THE RELATIONS ACROSS CUSTOMER JOURNEY While getting the vision & journey market challenge is the move to built the relation (data + content + technology) VALUE USE OF DATA IN THE FULL FUNNEL DATA COLLECTION …WALLED GARDENS THIRD PARTY DATA Scan the QR https://adssettings.google.com/u/2/authenticated jonathan zittrain: Hardvard 3RD PARTY: THE SIZE OF THE MARKET… 3rd P data (signals) are here traded by a massive market DATA COLLECTION … WALLED GARDENS #1 #2 DATA COLLECTION EXAMPLE FROM PUBLISHER / MEDIA DATA COLLECTION EXAMPLE FROM PUBLISHER / MEDIA TOPICS AUDIENCE BUILDING GMP: ADIDAS CASE https://www.youtube.com/watch?v=lCz0cGIWmlU cookieless INDUSTRY HOT TOPIC: 3RD PARTY COOKIELESS IT IS THE TERM THAT INCLUDES THE DISAPPEARANCE OF THIRD-PARTY COOKIES OR THIRD-PARTY DATA COOKIES. THIS DOES NOT MEAN THAT THE TOTAL USE OF COOKIES IS ERADICATED. FIRSTPARTY COOKIES WILL CONTINUE TO BE USED FIRST-PARTY COOKIES WHAT ARE COOKIES FOR? IMPROVE USER EXPERIENCE A WEBSITE YOU'VE PREVIOUSLY LOGGED INTO WILL KNOW IT'S YOU…CONTENT, CUSTOMIZATION 1ST PARTY DATA THEY ARE GENERATED AND USED BY THE WEBSITE THAT THE USER IS VISITING. THEY ARE RESPONSIBLE FOR GENERATING A GOOD USER EXPERIENCE ON THE WEBSITE ITSELF. THEY COLLECT INFORMATION RELATED TO LANGUAGE PREFERENCE, LOGIN DETAILS, PAYMENT METHOD, PRODUCTS STORED IN THE CART.... THIRD-PARTY COOKIES NAVIGATION KNOW YOUR BROWSING HABITS. INFORMATION USED BY THIRD PARTIES FOR ADVERTISING PURPOSES 3RD PARTY DATA THEY ARE CREATED AND USED BY THIRD PARTIES. THEY ARE USED TO TRACK USER ACTIVITY ON DIFFERENT WEBSITES. THESE TYPES OF COOKIES CAN COLLECT INFORMATION ABOUT USER BEHAVIOR, PAGES VISITED, PRODUCTS PURCHASED, ETC. TO DISPLAY PERSONALIZED ADS ON OTHER WEBSITES. UNDERSTAND THE CONTEXT PRIVACY RULES CHROME 3RD PARTY COOKILESS INDUSTRY IMPACT A cookie is considered a personal data. Users has to consent what data they allowed to share. Media would not be able to “share” this data to a wider ecosystem. Drastic third party signals restriction with changes in Google Chrome in 2024 reducing the signals (as we know) in a 80% (as Safari & Firefox did) The dynamic of a 3rd party data driven marketing is struggling and under pression. Build reach with precision will be possible to the ones who have 1st Party Data. CUSTOM SIGNALS REACH 3RD PARTY COOKIELESS UPDATE ITS ABOUT USER PUYVACY. A THIRD PARTY IS CONSIDERED BY EU AS PERSONAL DATA. PERSONAL DATA NEEDS CONSENT FROM USERS: CLEAR, TRANSPARENT, EXPLICIT. Digital Market ACT & GDPR= impact on data usage, exploitation. 3RD PARTY COOKIELESS SHORT EFFECTS LESS SIGNALS 1ST PARTY DATA WINNERS & LOOSERS LOOSING SEGMENTATION MORE USE OF FIRST PARTY DATA WINNERS: THE ONES WHO HAS OWN DATA INDUSTRY DEVELOPING SOLUTIONS MARKETERS INVESTING IN ADQUISITION WALLED GARDENS DEPENDENCE MARKET INITIATIVES REPLACEMENT FOR THE USE OF THIRD-PARTY COOKIES UNIQUE ID´s LOGINS PUBLISHERS 1ST PD LOGINS TO IMPACT AND TRACK A USER CONNECTING THE ADVERTISER'S 1ST PD WITH THE PUBLISHER'S DATA TO CREATE SIGNALS PREDICTIVE AUDIENCIES MACHINE LEARNING TO ASSOCIATE AN ANONYMOUS USER WITH AN APPROPRIATE AUDIENCE ACCURACY ACCURACY SCALE GRANUL ARITY TECHNICAL READINESS SCALE TELCO IDS UTIQ BROWSER-BASED APPROACH TO ASSOCIATING USERS WITH THE MOST RELEVANT AUDIENCES IDENTIFIER (PHONE LINE – USER) TRACKING THE SITES YOU VISIT (NOT PERSONAL INFORMATION) ACCURACY ACCURACY GRANU LARITY TECHNICAL READINESS Google CHROME PRIVACY SANDBOX SCALE GRANUL ARITY TECHNICAL READINESS SCALE ACCURACY GRANU LARITY TECHNICAL READINESS SCALE GRANU LARITY TECHNICAL READINESS 2. AUDIENCES PLANNING #1- FRAMEWORKS, INSPIRATION #2- CASES #3- START EXERCISE: FUNNEL & AUDIENCE PLANNING SET UP YOUR STRATEGY AND GOALS COLLECT / SELECT YOUR DATA RELATED TO OBJECTIVES (KPIS) PLAN DATA CASES & USE ALONG THE FUNNEL MESURE EFFECTIVENESS & TEST & LEARN (A/B) USE OF DATA IN THE FULL FUNNEL https://www.pushon.co.uk/articles/see-think-do-care-a-framework-for-a-digital-age/ USE OF DATA IN THE FULL FUNNEL: GOOGLE DATA GOOGLE CLUSTERS… MÁSTER EN MARKETING DIGITAL Y REDES SOCIALES DATA CUSTERS SOURCES: Z GEN DATA Data Custom ❑ Fashion ❑ Concert & Music Festival ❑ Sport Fans ❑ Soccer Fans ❑ Online Shopping ❑ Custom Brand ❑ ❑ Outdoor clothing ❑ ❑ Athletic Shoes Custom Brand Competitors ❑ Activewear Custom Influencers and popular artists ❑ Urban Music and Style ❑ Music Events ❑ Online Shopping Enthusiasts ❑ Fashion Trend ❑ Sporting Footwear Athleticwear ❑ Sport Fans ❑ Pop & Urban Music ❑ Popular Events ❑ Champions League Fans ❑ Athletic Shoes ❑ Sport Fans Audience ❑ AGENCY: FULL FUNNEL AUDIENCE STRATEGY FRAMEWORK Our audience strategy will leverage the use of 1st, 2nd and 3rd party data taking into consideration the stage of the funnel (where in the consumer decision journey is each audience), together with the different objectives it is expected for them to achieve. We will leverage more 2nd and 3rd party data in the upper funnel to drive Awareness whilst focus on 1st party data within the low funnel to achieve conversions. AWARENESS CONSIDERATION CONVERSION INFORMATIVE CONTENT REASSURANCE PURCHASE INCENTIVES 2ND & 3RD PARTY DATA 2ND & 3RD PARTY DATA DATA DATA 2nd Party Demo 40% 60% Behavioral / Interest Web Visits Purchase Intent RETARGETING 20% Brand Day Skin Rich Media MAXIMIZE REACH Create Brand Awareness and increase BRAND’S 1ST party data based on media impacts. Optimize budget through frequency capping, engaged users’ lookalike strategies and mid-low funnel audience exclusion. Video Audio Display Standard WEB TRAFFIC Incentivize purchase intention and increase BRAND´s 1ST part DATA based on onsite visits & media data Optimize budget through frequency capping, visitors’ lookalike strategies and low funnel visitors’ exclusion 80% First Party Data Audiences Remarketing FORMATS: 1ST PARTY DATA DATA DATA 100% 2ND & 3RD PARTY DATA 1ST PARTY DATA GA360 Audiences Tags Audiences Display Standard & Native PURCHASE CONVERSION Clear CTA to ease the users’ conversion path with clear messaging and redirection landing page Retargeting onsite audiences (store locator, specific product pages, etc.) and converter lookalike and exclusion FÚTBOL: orange ATRACT CONSIDER BUY RETAIN KNOW THINK DO LOVE LOYALTY 3RD PARTY DATA LIGHT TV VIEWER 3RD PARTY DATA TARGET AFINITY 3RD PARTY DATA PRODUCT AFFINITY 1ST PARTY DATA Targeting for buying category 1ST PARTY DATA CLIENTS NEGATIVIZATION OF ALL THE CLIENTS NEGATIVIZATION CONVERTERS RT NO CONVERTERS SPORTS TERRITORY PROSPECTING FORMATOS NOTORIOS. BD + VIDEO + CONECTED TV + RR. SS KPI AWARENESS & REACH MAX FREC. 2 OTHER SPORTS, FAMILIES WITH CHILDREN, FITNESS, LEISURE... WHITE LIST SPORTS / FÚTBOL TRAFFIC LOOKALIKE CONVERSION AUDIENCES AUDIENCES CUSTOM AUDIENCES: IN MARKET + KWDS + COMPETITORS + CONTEXTUAL / TRIGGERS + LOOK A LIKE CONSUMERS GEO. DRIVE TO STORE DISPLAY + NATIVE + VIDEO + RR.SS KPI TRAFFIC MAX FREC. 3 DISPLAY SOCIAL KPI CONVERSIÓN MAX FREC. 4 CAMPAÑA SEM FÚTBOL UP SELLING AUDIENCES CLIENTS OWN MEDIA MAILING TRIGGER MODEL INDEX TO PLAN DIGITAL & TV DATA DRIVEN Create an index combining weather forecast, search & regional population volume, together with sales & TV coverage analysis, to impact audience in most relevant regions to our business INDEX APPROACH Objective: Leverage external trigger data to target consumers in regions who are more likely to have the pathology, driving better RELEVANCE and potentially better CONVERSION. Targeted YouTube campaign based on dynamic Index (weather forecast, search trends, volume of population) mixed with the TV impact and sales per region to detect most relevant regions How? Dynamic digital campaign focus in Regions with more probability to convert. Active just in most colder months, not during all the season. Segmented by 25-55 years audience to be more effective between potential buyers. Investment balance per Regions according to relevance. YouTube & Open Exchange. 2 assets of 6”: Mild Pathology (Strepsils) & Severe Pathology (Strefen). YT non skippable to improve message understanding. Weather forecast Search trends Vol. Population Sales by region TV GRP’s by region “FLU” “cough” “cold” Activation Index MEASUREMENT Measurement via 1PD website metrics and sales comparison vs. a BAU flight 1/1/2016 2/1/2016 3/1/2016 4/1/2016 5/1/2016 6/1/2016 7/1/2016 8/1/2016 9/1/2016 10/1/2016 11/1/2016 12/1/2016 1/1/2017 2/1/2017 3/1/2017 4/1/2017 5/1/2017 6/1/2017 7/1/2017 8/1/2017 9/1/2017 10/1/2017 11/1/2017 12/1/2017 1/1/2018 2/1/2018 3/1/2018 4/1/2018 5/1/2018 6/1/2018 7/1/2018 8/1/2018 9/1/2018 10/1/2018 11/1/2018 12/1/2018 1/1/2019 2/1/2019 3/1/2019 4/1/2019 5/1/2019 6/1/2019 7/1/2019 8/1/2019 9/1/2019 10/1/2019 11/1/2019 12/1/2019 1/1/2020 2/1/2020 3/1/2020 4/1/2020 5/1/2020 6/1/2020 7/1/2020 8/1/2020 9/1/2020 10/1/2020 11/1/2020 12/1/2020 1/1/2021 2/1/2021 3/1/2021 4/1/2021 5/1/2021 6/1/2021 7/1/2021 8/1/2021 9/1/2021 10/1/2021 11/1/2021 12/1/2021 1/1/2022 2/1/2022 3/1/2022 4/1/2022 5/1/2022 STREPSILS EFFECT Fuente: AEMET, Ahrefs (búsquedas de KW) Strepsils HIGH CORRELATION ALSO WITH OTHER KWS: - SORE SORE THROAT - SORE THROAT - STREPSILS- STREFEN Temperatura Strepsils Strepsils Dolor de garganta Garganta irritada Strefen Temperatura media España Dolor de garganta 1 0,840466708 0,756656982 0,841186249 -0,758411326 Dolor de garganta Garganta irritada Garganta irritada 1 0,774400046 0,833930858 -0,837562789 Strefen Strefen Tª media España 1 0,691688529 1 -0,789198907 -0,788146576 confinamiento 1 vCPM CPCV CPC TOTAL CLICKS vVTR100 19/20 20/21 You need to select the channels& data considering media goals briefs Chanel Chance Young Positioning Increase Tik Tok Penetration on Parents Affinity Sterilized Cat Where are the consumers across the journey? Which are the media goals considering your challenges? Which are the most influential media or media mix (and why)? What kind of data you would use in each phase? What KPIs you selected considering your media selection? AT THE END OF THE DAY, WE PLAN AUDIENCES FOR GROWTH HAVE A LOOK AUDIENCE PLANNING IN REAL TIME NATUTRE VARIETY DOGs and CATs FUNNEL STAGE AUDIENCES DESCRIPTION DATA TYPE AWARENESS CONSIDERATION PURCHASE POTENTIAL NV target NV CONSIDERERS ADVANCE NV CONSIDERERS NV SEARCHERS Potential buyer NV but doesn't consider natural food fo their pets Aware of the natural feeding beneficts but does NOT consider to buy natual pet food nor knows Nature Variety Pet Parent who already knows natural feeding but doesn't buy NV (even if they know the brand) or buy our competence Pet Parent searching NV 3RD PARTY 3RD PARTY 1ST PARTY AMAZON and 1st PD - Pet parents + specific signals (KW's,URLs, contextual) - Competitors KW's (Contextual, DV360 & Amazon) - SOCIAL Communities and LAL - Viewers - Clickers - Compleat listens - Web Visitors (landing+articles) - LAL form previous actions SIGNALS / SEGMENTS TARGET Pet Parent (sociodemo) + Pet parent / lover: Interest in natural, bio, eco… affinity territories to the category JOB TO BE DONE Increase brand NV Awareness among Potential Customers and Natural Category Increase Nature Variety Consideration among considers Increase Sales Reach & Freq / Quality: VTR%-video, Viewability-display VTR%-video + CTR% & Quality Traffic + LTR% - listens sales / number of sales / roas KPI'S MEDIA - Amazon competitors & NV searches