"How Brands can use audience data to increase ROI" by Brendon Ogilvy, Effective Measure

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This presentation was shared on PAS Digital Marketing Conference "Dig-It 2.0" Session name: Marketing Analytics Presentation:How Brands can use audience data to increase ROI Speaker: Brendon Ogilvy, Regional MD, Effective Measure

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Title

How Brands can use audience data to increase ROI

Presented to DigitOctober 2013

Launched in 32 countries, served over 2,000 Publishers, Ad Networks, Media Agencies, Advertisers, Researchers

Multi National Advertisers & Agencies

Local Journalism & Content

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offering behavioural, contextual, demographic and psychographic attributes from over 850 million profiles

33 million profiles in the rest of the World

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And heres what we know about Pakistan

September 2013 EM Dashboard for Pakistan

16.4 million unique browsers

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79.6 million sessions

245 million pageviews

1.45 average page duration

5.24 average visit duration

3.08 average pageviews per session

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And heres what we know about Pakistan

September 2013 EM Dashboard for Pakistan

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And heres what we know about Pakistan

September 2013 EM Dashboard for Pakistan

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What is advertising?

In essence, reaching an audience with a pervasive message to achieve certain goals

The basic principles remain the same whether it is online or offlineIn order to achieve your marketing goals you need reliable dataThis data tells you where best to reach your intended audiences

Nothing new about this

But it is new to online in Pakistan

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Brands need an open data platform to account for all online consumer behaviour.

Access Location

Page & Ad Tags

Community Online Panels

Online Surveys

Which facilitates a simple, single view of the market, pre and post buy, fuelling growth in online advertising.

Device Type

Interests & Behaviours

Purchase Intent

360 view of the consumer

Demographics

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In a single dashboard, we aggregate all the data your brand needs to better understand your digital audiences

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The data enables you to view the total market

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The data enables you to inspect an audience at a publication level

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The data allows your marketing teams and agency to plan and target your ideal digital consumers

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The data allows you to see whos browsing your own site

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Using the same data to also view those who engage with your digital destinationsunderstand who they are

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Air Asia

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The data enables you to understand campaign success

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by measuring your Campaigns reach to your desired Target Market in familiar termsGross Ratings Points

Reach

Frequency

Digital GRP(Gross Rating Points)

X

=

0%Reach

100%Reach

Your ad was exposed to 65%of your target market

How many times was the ad seen?

1, 2, 3,

4

260

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Validating and benchmarking your Campaigns Impact is crucial to showcasing the power of digital

Campaign Impact presents the differences of those who saw my campaign and those that did not

What did those who did see the campaign have to say?

What did those who did not see the campaign have to say?

NOT EXPOSED

EXPOSED

Please note: Campaign Impact reports are based on having 150 people exposed in the target market and 150 people who have not been exposed in the target-market.

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by Demonstrating cut through and continual positive shifts, Campaign to Campaign, Brand to Brand.

What did the ad convey about the product?

Will you buy/recommend?

Are you currently using a this product or a similar product?

Have you seen the ad?

RecallFamiliarityRecommendationConsiderationSocial LiftBrand Health

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while demonstrating Campaign cut through and positive shifts for each and every campaign

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In Summary, the data provides

Is the most comprehensive planning tool to help you find your consumers online.

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With rich data to help you know who is engaging with yours and your competitors Digital Destinations.

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Coupled with Campaign Validation to a Target Market and reports in familiar Terms, Digital GRP.

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Linked to Campaign research to help Showcase the Power of Digital at shifting sentiment and behaviour.

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Thank you

For using Effective Measure Data in the future!