• Mon. Mar 1st, 2021

Part 2: Alain Portmann @ Digital Marketing Show 2014


Jan 27, 2021

the first one is first-party data right first-party data is your your customer data so this is the probably the riches yes smallest amount the data that you have to leverage and this data is usually comprised of registered profiles the purchase history of your customers on your site and second party data which is it's something that's emerging more and more is when let's say brand a partners with brand B to launch a co-branded campaign and exchange data about their users and then third party is it is the largest set of data which is actually aggregated data in the marketplace and that can be purchased and Facebook ads and Google AdWords are the best example of that and the periphery of data available in at the third party level ranges everything from demographic data to contextual data to geo targeting to behavioral data and I'll give you an example of how there is two new programs that Facebook has launched as part of their paid marketing component right that can be accessed through the facebook marketplace or Facebook Ads the first one is Facebook custom audiences and if you imagine in one of the reasons as well why I my advice is always to start with the foundations and for me why searching and socializing are the foundations of data is the fact that Google and Facebook are one of the few entities that can provide scale and they can also bridge the divide between desktop and mobile and there's not a lot of companies I can say we can do that at scale and one of the the programs that was launched probably late last year is called custom audiences and I find it very useful the fact that it allows you to leverage your existing email database so you have an existing email database and through Facebook custom audiences as long as the individual has registered his facebook account with that same email you can reach those users on Facebook so an example that we have we applied this data or this approach of leveraging data to target customers is uh we we leverage it to identify or target people who had not taken action on an email program that the client had sent and we actually saw an increase of a five percent on on the click to rental and the beauty of this program is that it can be done at any scale right I mean obviously the largest the only issue that might happen is that your customers are using a different email for subscribing to your newsletter and to Facebook and the the beauty of it as well is that it fits within the Facebook approach of a you know a bid base cost per click model which again is is quite cost-efficient and the second element which is more about and the element I spoke to you before is about how you leverage your first party data right your first party data your email subscriber list that is your first party data that is you know that is yours terms of third-party Facebook recently launched a program called partner categories if you think about all the data that Facebook collects from us as consumers interests likes shares this program looks to complement that data that you can go through facebook marketplace and purchase to target those users with facebook ads within their Facebook session this program actually looks at incorporating data from large data companies such as axiom and they and add digital logics so for example within through the partner categories you can identify individuals who have like a likelihood to purchase a minivan or in the case of one of our car hire part partners clients individuals who have travel in the past six months and all of that data is coming through an alliance with epsilon Acxiom and data logics and these guys are you know the largest suppliers of customer profile data and this is again an example of how that data source can be applied to improving the quality of your digital marketing so campaign architectures is the last component of what I I described earlier in campaign architecture while geeky it looks at the how do you how do you set up yourself right to actually acquire a segment and deploy this data at the first level you need to capture that data right so within your site and it's far more difficult I not far more difficult but on your if you have an app or your site is a placement of a one by one tracker right so you can place a 1 x 1 pixel on your site a facebook picture that would allow you to leverage everything that i spoke about in terms of facebook to facebook programs the second step is to to validate that data right you obviously hold your own data and so the importance of validating the data that you're acquiring against the data that you already hold the third element is i mentioned in my previous slides is the idea of profiling right and profiling is the only way that you can move from looking at traffic versus audiences and then the fourth element is well how do i target these individuals where do i reach them as i mentioned yes google adwords on facebook marketplace are not the only places you can do this absolutely there is a there's a periphery of opportunities but in my opinion those to form the foundation of it simply because and they also form the foundation of data testing if you want to test different sets of data google adwords and facebook marketplace is very the best environment to do it cost effectively and being able to learn quite a lot about your audience so if we extend that to the larger idea and when people talk about okay how do I leverage data to improve my digital marketing is the idea that it's a process right it's a I mean I refer to it as a life cycle a tandem an investment or any investment in digital marketing be it SEO paid search affiliate email is going to go through a life cycle through a process and the first one is obviously launch right so when you're about to launch your campaign or your your activities you have to make sure that you have the right tracking in place and I would assume that most people are working they're using your site analytics as the way of measuring the contribution of different channels and different investments if your poem or sophisticated marketeer you're leveraging a third-party ad server like a double clay for an atlas but again let's stick to the fundamental so making sure that you not only implement those those tracking that tracking but that you set up the right structure for that tracking I'll give you an example I was meeting with a client and they said we would like to optimize our media based on the fact that if a customer will pay now or pay later and I said and we haven't been able to do it I asked him well have you identified that in your data structure when you're passing the data to third parties I said no well it's it might feed back to them is you got the one of the fundamentals wrong which is the first element in order to launch properly a campaign the second element is is the idea of inventory structure right so buy inventory structure I mean what are the sources of audiences where am I going to get these audiences am I going to get them from SEO from affiliate from paid search if it's made search is it going to be Google or is it going to be Bing and the third element is is then looking at the targeting structure so am I going to target individuals who let's go back to the idea of Facebook so if I can create a specific line item for let's say a launch a Facebook campaign a Facebook ad campaign and I say okay I want to target individuals who have read news in the past 30 days and then I also want to target individuals who have taken a trip in the past 30 days if those elements are not set up as individual line items you cannot optimize against the best performing line item and then the last element which is incredibly important sometimes lost and it's something that we talked about and it relates back to the first slide that I showed you guys about the end to end customer journey right so the acquisition of a customer does not end does not start or end by showing them an ad that's only the beginning the idea of creating a messaging structure that makes sense and it actually answers the why should I write lot of advertisers will focus on price promotions or price let discounts the reality is that do you have to do that of course it's a competitive environment but isn't necessarily the only message that you can deliver and again the idea of if you can identify a new customer as opposed to in an existing customer wouldn't you deliver them a different message some final thoughts to leave you so invest in setting up your site analytics you know the analogy I use is if your site analytics are not properly set up then you know you're making you're making decisions without any data and again a perfectly configured site analytics account isn't going to guarantee a hundred percent success but it will increase the confidence level of your decisions number to leverage the foundations right search and social we have you know we worked with one client one brand for the past eight years and time after time and as as as large projects that were launching from a data side I always go back to the fundamentals of have we missed an opportunity in the search space or in the social space specifically with Google and Facebook and in the speed at which both companies are trying to monetize their advertising packages it's it's an endless team I have a specialist team for facebook and a specialist team for Google that's how important it is and in my mind these are the foundations once you have you got in that right then you can start overlaying additional elements and then third establish the right structure to test and evaluate right a lot of the use of data and as you probably know from yourself and doing digital marketing again earned or paid is the importance of testing and you know testing is the only way that you're going to be able to determine where to invest your pounds and be it in resource to improve the rankings ratio be it i buying qualified users through search be it through buying audiences on social platforms like Facebook thank you very much yeah so did anyone have any questions raise your hand and I will bring the microphone over yeah which tools do you use to visualize data do you have any specific tools so you just use Excel or is there anything like tableau that you can recommend thanks um I would recommend to tableau probably more it's more cost-effective it has probably the same capabilities what did you just set and it's a English company actually called vez okie oh hey Sookie oh and the the platform they have is called on the scope and amna scope is and we tested both tableau and amna scope and my advice is used both what people forget about about data visualization is that you need a work space in order work space where you can segment and you know it's like cooking right you need a table to lay out all the rest you know all the ingredients in order to start building the recipe before you can have these beautiful plates in front of people so my advice is look at on this scope as your data workspace because the the the functionality it has is actually quite user-friendly it it looks at the idea of connecting data segments through pipes and actually the data workspace does look like a bunch of pipes interconnected into central points and then use tableau as the visualization engine right because I would argue on the Scopes data workspace is better than pablos but on the Scopes data visualization engine is not as good as as we soak you so that's my it's the data workspace right yeah it in that's really where you start creating the relationships between the data filtering the data before you push it into the visualization you

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