"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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<p>Title </p> <p>How Brands can use audience data to increase ROI</p> <p>Presented to DigitOctober 2013</p> <p>Launched in 32 countries, served over 2,000 Publishers, Ad Networks, Media Agencies, Advertisers, Researchers</p> <p>Multi National Advertisers &amp; Agencies</p> <p>Local Journalism &amp; Content</p> <p>2</p> <p>EM gives you the permission to share this document</p> <p>offering behavioural, contextual, demographic and psychographic attributes from over 850 million profiles</p> <p>33 million profiles in the rest of the World</p> <p>3</p> <p>EM gives you the permission to share this document</p> <p>And heres what we know about Pakistan</p> <p>September 2013 EM Dashboard for Pakistan</p> <p>16.4 million unique browsers</p> <p>4</p> <p>79.6 million sessions</p> <p>245 million pageviews</p> <p>1.45 average page duration</p> <p>5.24 average visit duration</p> <p>3.08 average pageviews per session</p> <p>EM gives you the permission to share this document</p> <p>And heres what we know about Pakistan</p> <p>September 2013 EM Dashboard for Pakistan</p> <p>5</p> <p>EM gives you the permission to share this document</p> <p>And heres what we know about Pakistan</p> <p>September 2013 EM Dashboard for Pakistan</p> <p>6</p> <p>EM gives you the permission to share this document</p> <p>What is advertising?</p> <p>In essence, reaching an audience with a pervasive message to achieve certain goals </p> <p>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</p> <p>Nothing new about this</p> <p>But it is new to online in Pakistan</p> <p>EM gives you the permission to share this document</p> <p>Brands need an open data platform to account for all online consumer behaviour.</p> <p>Access Location</p> <p>Page &amp; Ad Tags</p> <p>Community Online Panels</p> <p>Online Surveys</p> <p>Which facilitates a simple, single view of the market, pre and post buy, fuelling growth in online advertising.</p> <p>Device Type</p> <p>Interests &amp; Behaviours</p> <p>Purchase Intent</p> <p>360 view of the consumer</p> <p>Demographics</p> <p>8</p> <p>EM gives you the permission to share this document</p> <p>In a single dashboard, we aggregate all the data your brand needs to better understand your digital audiences</p> <p>9</p> <p>EM gives you the permission to share this document</p> <p>The data enables you to view the total market</p> <p>10</p> <p>EM gives you the permission to share this document</p> <p>The data enables you to inspect an audience at a publication level</p> <p>11</p> <p>EM gives you the permission to share this document</p> <p>12</p> <p>EM gives you the permission to share this document</p> <p>13</p> <p>EM gives you the permission to share this document</p> <p>14</p> <p>EM gives you the permission to share this document</p> <p>The data allows your marketing teams and agency to plan and target your ideal digital consumers</p> <p>15</p> <p>EM gives you the permission to share this document</p> <p>The data allows you to see whos browsing your own site</p> <p>16</p> <p>EM gives you the permission to share this document</p> <p>Using the same data to also view those who engage with your digital destinationsunderstand who they are</p> <p>17</p> <p>Air Asia</p> <p>EM gives you the permission to share this document</p> <p>The data enables you to understand campaign success</p> <p>18</p> <p>EM gives you the permission to share this document</p> <p>by measuring your Campaigns reach to your desired Target Market in familiar termsGross Ratings Points</p> <p>Reach</p> <p>Frequency</p> <p>Digital GRP(Gross Rating Points)</p> <p>X</p> <p>=</p> <p>0%Reach</p> <p>100%Reach</p> <p>Your ad was exposed to 65%of your target market</p> <p>How many times was the ad seen?</p> <p>1, 2, 3, </p> <p>4</p> <p>260</p> <p>19</p> <p>EM gives you the permission to share this document</p> <p>Validating and benchmarking your Campaigns Impact is crucial to showcasing the power of digital </p> <p>Campaign Impact presents the differences of those who saw my campaign and those that did not</p> <p>What did those who did see the campaign have to say?</p> <p>What did those who did not see the campaign have to say?</p> <p>NOT EXPOSED</p> <p>EXPOSED</p> <p>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.</p> <p>20</p> <p>EM gives you the permission to share this document</p> <p>by Demonstrating cut through and continual positive shifts, Campaign to Campaign, Brand to Brand. </p> <p>What did the ad convey about the product?</p> <p>Will you buy/recommend?</p> <p>Are you currently using a this product or a similar product?</p> <p>Have you seen the ad?</p> <p>RecallFamiliarityRecommendationConsiderationSocial LiftBrand Health</p> <p>21</p> <p>EM gives you the permission to share this document</p> <p>while demonstrating Campaign cut through and positive shifts for each and every campaign</p> <p>22</p> <p>Credit Card</p> <p>EM gives you the permission to share this document</p> <p>In Summary, the data provides</p> <p>Is the most comprehensive planning tool to help you find your consumers online.</p> <p>1</p> <p>With rich data to help you know who is engaging with yours and your competitors Digital Destinations.</p> <p>2</p> <p>Coupled with Campaign Validation to a Target Market and reports in familiar Terms, Digital GRP.</p> <p>3</p> <p>Linked to Campaign research to help Showcase the Power of Digital at shifting sentiment and behaviour.</p> <p>4</p> <p>23</p> <p>EM gives you the permission to share this document</p> <p>Thank you</p> <p>For using Effective Measure Data in the future!</p>