votre stratégie data pour une interaction plus efficace avec vos clients et prospects

1 DATA PERFORMANCE SUMMIT – 15 OCTOBRE 2014

Conférence partenaire

Votre stratégie data

pour une interaction plus efficace

avec vos clients et prospects

2 DATA PERFORMANCE SUMMIT – 15 OCTOBRE 2014

Jonathan Doan, SVP, General Manager Platform Software

eXelate.com @eXelate

October 2014

Data Strategies for MoreEffective Prospect & Customer Interactions

4© eXelate Inc. Confidential and Proprietary.

“Don’t speak louder,

or more often the right message

is always heard.”

Words of Wisdom

© eXelate Inc. Confidential and Proprietary. 5

Data Assets

Household Geographic

Demographics

CRM

Mobile

Web Analytics

Call Center

Offline Purchases

TVBrand Loyalty

Churn Scores

Engagement

Online

Conversions

3rd Party

Ad Impressions

Consumer

Identity

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Industry Speak

Simple strategies

create lift and engagement

“Basic” to ad tech insiders

is not basic to marketers

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2008 Data Strategies

Geography via IP Lookup

Day Part

Perceived Gender

A/B content tests

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New Data Strategies

Linking business goals

with results-oriented

metrics to evaluate success

Premium inventory yield (no data

costs)

Remnant inventory yield optimization

Increased ad sales (offsite)

– Informed by 3rd Party data

– Modeling is key for efficiency Business

Goals

Results-Oriented

Metrics

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Using customer service

call frequency and

content usage to anticipate

churn/dissatisfaction

Customer calls into call center

>3 times in a 7 day period

Customer accesses

customer service content

– Email?

– Concierge phone call?

– Credit on their monthly bill?

New Data Strategies

Call Frequency Content Usage

+

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New Data Strategies

Using modeling and

exclusions to better define

high value / low value prospects

Using available data resources

to greatly increase reach to

acquire those high value targets

Data sources need to be

curated and updated Increase

Reach

Define

Prospects

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Misaligned Content or Frequency

Content strategies that are not linked to advertising or offers.

Ads that feature a specific product

but pull users back to a home page

Orphan or confusing content will ensure that

new visitors will not become repeat visitors

Over targeting will kill brand loyalty

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Bad Targeting

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Frequency Issues

Golfsmith

Daily Emails

When I called the CMO,

their response was to

remove me from their

email database

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Develop Personas

Luxury Shoppers

Auto Intenders

Brides to Be

Men in Trouble

Geo-Fencing

Latitude and Longitude

Aging Hipsters

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Shapeways Users: Core Audience

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Gamer Centric Content

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Makers

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Young Fashion Lovers Content

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Shoppers

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Aging Hipster Content

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About eXelate

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eXelate 101

Launched data

platform in 2008

Media agnostic

Software and

data as a service

Cross-platform

(mobile/web/TV)

Technology

5.2B unique devices monthly

125 media platform integrations

22B daily data

connections made

1B unique

consumer IDs / month

Massive Infrastructure

+ 100s of other

proprietary sources

Premium Partners

Leading global

privacy certification

Data partnerships in 7 countries

100+ employees / 7 locations

Global Leaders

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Data Aggregation Hub: 22B Signals Per Day

Proprietary data

200+ publishers

DemographicsBest of breed data optimized

in partnership with

Nielsen & Comscore

Intent In-market consumers

about to buy across full

set of verticals

InterestRich profile across

purchase, online interactions

& offline behaviors

Branded data sets

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Data Distribution Hub: 125 Integrations

Ad Exchanges / SSPs Ad Servers

Agency Trading Desks

Ad Networks & Publishers

Mobile DSPs

DMPs

VideoMeasurement & Other

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46 of the top 50 internet ad brands in 2013

We Power Smart Marketing

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Q & A