Leverage Customer Insights & Analytics

Transcription

1 Leverage Customer Insights & Analytics

2 Display and Consumer Experience 2

3 3 Display advertising and consumer experience are usually not mentioned in the same breath

4 4 And that s wrong

5 5 Things used to be simple.back in the day

6 Not so much anymore

7 So why is it important? Customer experience (CX) is the product of an interaction between an organization and a customer over the duration of their relationship. This interaction includes a customer's attraction, awareness, discovery, cultivation, advocacy and purchase and use of a service.[1] It is measured by the individual's experience during all points of contact against the individual's expectations 1 1. Wikipedia definition 7

8 8 Our case study

9 How it started Our key client stakeholders were seeing too many ads...of their own brands..on the same page 9

10 Bring on the data! A few TB of data around impressions being served A few (hundred) lines of code A few all nighters.. 10

11 The Results Cookie and Impression Distribution 70% 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Imp. & Cookie Distribution by Frequency Bucket Frequency Bucket % of Total Impressions % of Cookies 11

12 The Results Cookie and Impression Distribution 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Imp. & Cookie Distribution by Frequency Bucket Frequency Bucket 3.5% % of Total Impressions % of Cookies 12

13 However these 3.5% were important IMPORTANT guests Loyalty Tiers Loyalty Program Members 37% 80% 33% 18% 20% 12% Entry Level2 Basic Advanced Supreme Non Members Members 13

14 We were not providing them a great post display experience Paid Media Frequent traveler In market for hotel room Site Decisioning Site visitation history Not logged in models use loyalty program information offer for brand D A B Shown Ad for Brand A Welcome page shows ad for Brand B 14

15 We were giving our best customers a bad experience We were bombarding them with Ads Not recognizing them as our premium customers Not providing them a consistent experience that would make them feel valued-within and across channels 15

16 Additional considerations Cookies per user Multiple cookies per user understate average frequency (one user seen as multiple unique cookies, so increases in frequency are misstated as increases in reach) Viewability Non viewable impressions overstate average frequency by counting served ads instead of viewed ads 16

17 We were not doing this intentionally of course Prospecting Remarketing $$$ Overlap 17

18 The reasons summarized: We were using disconnected data sources Decisioning was localized Our performance goals were not appropriate 18

19 19 Short term fix(es)

20 So of course, we fixed the problem Frequency Capping Unibrand approach A, B,C D,E,F Cookie Fencing X Prospecting Parent Band Remarketing cookie 20

21 21 The long term solution

22 The long term solution We were using disconnected data sources Bring disparate data sources into a single pool Decisioning was localized Centralize decision making Our performance goals were not appropriate Reconsider performance goals 22

23 Data Management Platform to manage consumer experience Display Search Mobile Social Retail Ad Server Data Search Mobile Behavioral Data Social Tracking Property Data Data Management Platform Campaign Management (Segmentation and Targeting) Reporting DSP 1 DSP 2 Analytics and Optimization DSP 3 3 rd Party Data Websites Landing Pages Customer Svc. 23 Site Data CRM and Call Center Client first party data Cross Sell /upsell customer predictive models

24 Data Management Platform to manage consumer experience Display Search Mobile Social Retail Ad Servert Data Search Mobile Behavioral Data Social Tracking Property Data Data Management Platform Targeting 3 rd Party Data Campaign Management (Segmentation and Targeting) Reporting Analytics and Optimization Product offering Messaging User Experience Optimized campaigns Websites Landing Pages Customer Svc. 24 Sote DAta CRM and Call Center Client first party data Cross Sell /upsell customer predictive models

25 Consumer experience in a data informed world Brand D Loyalist Consumer books brand D Sees a customized creative for Brand D D Site offer for Brand D property, with cross sell opportunities Customer record updated in database Paid Media DMP imforms DSP about customer profile Site Decisioning Decision engine leverages segmentation to recognize customer and serve the right ad models tap into the same source and provide consistent messages Future messages relate to property specific offers Central DMP Engine

26 26 Results

27 Early Results 5% increase in efficiency due to elimination of wasteful advertising Increased cross sell opportunities to existing top tier members, translating into bonus ROI 27

28 Parting thoughts Consumer experience is not just about design, it is about data informed design Leverage technology to centralize your data Use analytics to uncover hidden insights and activate these insights through all your touch points Present a unified experience to the consumer 28

29 29 Questions?

30 30 Thank You!