Marketing Evolution
Digital Granularity Data Request
June 2016
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Marketing Evolution
MarketingEvolution.com | CONFIDENTIAL
Table of Contents
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Overall Value Proposition
How are Log Files used?
Setup steps- Connection to Log Files
Setup steps- Automated Aggregate Adserver Reporting
Setup steps- Media Plans
Marketing Evolution
Log File/Data Onboarding Value Proposition
What do our clients get from upgrading to this process?
1. Speedy Connection to Sales
a) CRM and point of sale databases can be on-boarded for real-time data matching
b) Clients have options to use this data further- such as to improve media targeting.
2. Granularity in Digital
a) Targeting panelists can help get survey response with fewer impressions
b) Direct attribution from impressions to sales allows for asset and creative level recommendations- improving
answers that were previously given at the site and ad type level
c) Placement level optimization can be fed directly to digital partners
3. No More Digital Tagging
a) Log files replace these
4. Connection to DMPs
a) Client segmention data becomes available for analysis and matching
b) Use digital first party segments in offline media environments
c) How are segments responding in untargeted media channels
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Marketing Evolution
What is LiveRamp?
What is LiveRamp?
• LiveRamp is a company owned by Axciom that
focuses on Data Connectivity. They works with
marketers to connect their offline data, such as CRM
and point-of-sale records, to online environments
using online touchpoints linked to PII.
• Typical use case- onboarding a CRM database and
creating segments for advertising targeting via DSPs
• “Customer Link” uses this technology to fuel
attribution analytics by marrying data sets (like ad
exposure data, sales data, survey data) for analysis.
How are we working with LiveRamp?
• Buying their services- Onboarding, Data Distribution, CustomerLink…
• Becoming a reseller
•
We can onboard our client’s data into our account
•Becoming a partner
•
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Marketing Evolution joins a short (but growing) list of attribution partners being recommended to LR customers
Marketing Evolution
Our Fundamental Approach
Marketing Evolution combines individual level message/media exposure for 20,000+ consumers with rich data appends
in order to analyze the impact of message exposure on emotional & behavioral metrics and provide detailed
optimizations.
Search
Proprietary
Social
DMP/CRM
Connection to digital behavior
and other relevant data via
DMP integration
To understand how
exposure to Social Media
Impacts objectives
Purchases
Proprietary
Geo-Location
Purchases are the KPIs that
we model against, to see how
all other touch points
contribute to driving these
behaviors
To connected geographic data
to our models – evaluate how
location impacts behavior
Proprietary
Media & Devices
To understand how
exposure to Digital Media
Impacts objectives
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Proprietary
Brand Perceptions & Intent
To connect to consumer
attitudes and psychographics,
either as model variables or
as KPIs
Marketing Evolution
How we make the connections
Marketing Evolution uses LiveRamp* to connect all of the data touchpoints.
Human Connections
Behavior and segmentation
Survey Sample
Attitudinal metrics &
Psychographics
Anonymized and integrated
data at the individual level
across all data sources
Complete Dataset to
Marketing Evolution
for analytics
Offline Sales Data
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From customer
Media Exposure
$$$$
Ad Agency/Trading Desk/ DSP
*Alternate processes are available is LiveRamp is not an option for the customer specific situation.
Marketing Evolution
Person Level Analysis & Optimization
Model Data Set:
The data set from LiveRamp includes information on the customer’s demographic profile, media consumption, online behavior, and purchasing history.
Social
Search
Site Behavior
Programmatic
Segments
DMP/CRM
Car
Lover
Art
Lover
Shoe
Shopper
2
1st Party Segments /
Loyalty Programs
Purchases
Geo-Location
$$$
Zip code
5 miles from store
A
B
1
$
Zip code
1 mile from store
A
B
C
$$
Zip code
10 miles from store
Media & Creative
1
Frequency to Lift Response Functions
Message Impact within a Media: The dataset is modeled to
determine the relationship between media and creative exposure
and the campaign goal (e.g. sales, awareness, etc.).
100%
80%
60%
40%
20%
0%
Digital Ad 2
Digital Ad 1
Brand Perceptions
Demographics
Very Familiar
Likely to Purchase
23 yrs. old
Not Familiar
Not Likely to
Purchase
50 yrs. old
Very Familiar
Very likely to
Purchase
2
Logistic Regression Modeling:
Impact on KPI
1
45 yrs. old
TV Ad B
TV Ad A
0
5
10
15
Frequency of Exposure
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Interactions: From our logistic regression modeling we also
determine how media and creative impact varies by different
consumers.
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Marketing Evolution
Putting it all together
Marketing Evolution combines message impact from the logistic regression model, demographic interactions, and media
reach, frequency, composition and cost.
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Message Impact within a Media
Media Reach, Frequency & Composition
How is your media and creative performing against your KPI?
Where can you find your customers?
Reach – Frequency Curves by Medium
80%
Reach
Impact on KPI
Frequency to Lift Response Functions
100%
60%
40%
20%
0%
0
5
10
15
20
100%
80%
60%
40%
20%
0%
0
Frequency of Exposure
5
10
15
20
Frequency of Exposure
Interactions
Cost
How is your media and creative performing across different
types of consumers?
How much do media assets cost?
CPM
Network TV - Network Prime Time
Network TV - Network Prime Time NFL Football
Cable TV - USA Network Prime
Cable TV - FX Prime
Cable TV - TBS Network Prime
Network TV - Network Weekend Sports
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$58.81
$95.37
$33.42
$24.14
$27.21
$32.27
Marketing Evolution
SIRFs – Spend to Impact Response Functions
A spend to impact response function is generated for all granular media assets. These curves are then used to optimize
the media plan to find the most efficient way of impacting the target on the KPI.
Spend-To-Impact Response Functions:
Impact on KPI/Dependent Variable
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Marketing Evolution
Impact Based Planning Optimization
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Optimizes media spend to most effectively impact your target
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Optimize creative rotation to get the
right message to the right audience
Marketing Evolution
Table of Contents
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Overall Value Proposition
How are Log Files used?
Setup steps- Connection to Log Files
Setup steps- Automated Aggregate Adserver Reporting
Setup steps- Media Plans
Marketing Evolution
What is a Log File?
Log Files are records recorded at the impression level against individual people
•
For example, if I saw three different digital advertisements for an advertiser in a certain time period, I would have
three rows of data assigned to me (one individual cookie ID). For each exposure, the timestamp, placement,
creative, post impression actions, etc would be listed.
• Its best for Marketing Evolution to get the log files directly from the data source, with no changes
• Typically we get an impression file (ad exposure), an activity file (post impression activity) and mapping files
• Automated daily data pushes are best
•
Digital Ad Exposure log files can be generated by adservers (DoubleClick Campaign Manager (DCM), Atlas,
Sizmek, Flashtalking, etc) or by individual publishers, particularly in the programmatic space.
•
Log files can also be generated on web conversion activities that are being tracked (by DoubleClick floodlight tags,
Omniture, etc).
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•
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For media we can’t get impression logs for, clicks and website hits referred from this media can help us build a flrf (ie:
Search, Social)
Marketing Evolution can be connected directly to the data source (chosen as a partner), or can set up a secure S3
file to drop files into.
Currently in Liveramp: Doubleclick, Sizmek, Turn, Mediamath, MediaIQ, Chango, Radium One, TapAd,
TubeMogul, The Trade Desk, Collective, X+1, Rocketfuel, RUN, AdapTV, AOL, Adobe (not Omniture),
AudienceScience, AppNexus, Cogo Labs, BridghtTag, Flashtalking, EyeView Digital
Marketing Evolution
How do Log Files get used?
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Marketing Evolution is able to use data connectors like LiveRamp to merge individual level ad exposure
log file data with other individual level data sets, like our proprietary survey data set and Advertiser
CRM/Transaction data.
Marketing Evolution
How do Log Files get used?
•
Marketing Evolution is able to use data connectors like LiveRamp to merge individual level ad exposure
log file data with other individual level data sets, like our proprietary survey data set and Advertiser
CRM/Transaction data.
Agency/Adserver
Shares Log Files
with Marketing
Evolution via
access to cloud
server
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Adserver
cookie are
matched to PII
in LiveRamp’s
safe haven
Exposure logs
are matched to
sales data and
custom survey
data
Models are run
that examine
the relationship
between media
exposure and
funnel
metrics/sales
Frequency curves
are integrated with
cost data and reach
and frequency data
by placement to
deliver media
optimization
recommendations
Marketing Evolution
Table of Contents
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Overall Value Proposition
How are Log Files used?
Setup steps- Connection to Log Files
Setup steps- Automated Aggregate Adserver Reporting
Setup steps- Media Plans
Marketing Evolution
Steps to Setup Log File Connection
Link to LiveRamp and Share with Marketing Evolution
•
Doubleclick
• Contact your Doubleclick representative to confirm that you have Data Transfer as part of your service
with them. It’s described here:https://support.google.com/dcm/partner/answer/165589?hl=en. Please let
us know what you find- if there are additional costs let us know so we can discuss how to cover them.
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From there, you will want to add Marketing Evolution to the share group.The best email to add is
[email protected] allows the log files to be sent to us, where we will store them.
List [email protected] as a DCM partner. This ensures that the cookies (that you call DCM IDs) are readable
by LiveRamp. This is a requirement particular to DCM and does not apply to most other DSPs.
Ensure that partnerID is being stored and shared in logs
If log files are stored by other vendors besides DCM, please let us know so we can discuss activating those as well.
•
If log files are stored by other vendors besides DCM, please let us know so we can discuss activating those as
well. Marketing Evolution will confirm that they are currently integrated with Liveramp, any steps needed to create
that integration, and the best way for Marketing Evolution ingest the data.
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Please see templates for log file formatting.
• DCM template should require no adjustment- these are the standard field
• Search template field names may vary based on vendor/setup
• Mobile log files for in-app media need to be tied to mobile device ID
Marketing Evolution
Table of Contents
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Overall Value Proposition
How are Log Files used?
Setup steps- Connection to Log Files
Setup steps- Automated Aggregate Adserver Reporting
Setup steps- Media Plans
Marketing Evolution
Aggregated Data Request
For each media, we need not only log files, but aggregated data to confirm costs and simplify inputs
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Log file data shows impressions/actions by each activity. If you saw five ads or hit five web pages, you will have five
rows attributed to you.
•
Aggregated reporting groups impressions/activities by site, placement, keyword, day, etc. This is the file we use to
create optimization levers, confirm costs, etc.
•
These reports can be set up to automatically send daily to a Marketing Evolution email address and stored.
Alternatively, agency/client teams can grant access to the adserver interface for Marketing Evolution team members.
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Please see templates for fields to include
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DCM template
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Search Template- may vary by vendor
Marketing Evolution
Table of Contents
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Overall Value Proposition
How are Log Files used?
Setup steps- Connection to Log Files
Setup steps- Automated Aggregate Adserver Reporting
Setup steps- Media Plans
Marketing Evolution
Media Plan Data Request
Media plans allow us to validate and confirm that other data sets make sense and have all of the data we’re expecting.
If we need to boost our survey recruitment, this can also give us the information we need to consider those options.
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Please see the template for data points.
Marketing Evolution