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AMA Iowa Experience Data, Analytics and Digital – Real Life Marketing Examples

Learn how data-driven decisions can lead to more efficient media buying, targeting the right consumers, and communicating with relevant messages. Explore real-life examples and understand the benefits of data-driven marketing.

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AMA Iowa Experience Data, Analytics and Digital – Real Life Marketing Examples

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  1. AMA Iowa ExperienceData, Analytics and Digital – Real Life Marketing Examples February 22, 2019 Data | Analytics | Insights |Strategy proprietary and confidential

  2. About B2E Established in 2003, B2E is a data marketing agency that helps organizations make data-driven decisions. We are wholly focused on targeting and results. Data | Analytics | Insights |Strategy proprietary and confidential

  3. Benefits of Data-Driven Decisions • More efficient media buying • Targeting the right consumers • Communicating with relevant messages Data | Analytics | Insights |Strategy proprietary and confidential

  4. Getting Started: Baseline Data | Analytics | Insights |Strategy proprietary and confidential

  5. Campaign Process Example • Analyze your current audience • Demographics • Psychographics • Media preferences • Digital behavior • Understand the media channels your audience prefers marketing messages • Create a marketing campaign that is data driven • Develop your creative and messaging based on the customers you currently appeal to • Post campaign analysis Data | Analytics | Insights |Strategy proprietary and confidential

  6. Sample Data Sources There are thousands of list sources commercially available Data | Analytics | Insights |Strategy proprietary and confidential

  7. 3rd Party Data Source: Experian Consumer Data | Analytics | Insights |Strategy proprietary and confidential

  8. 3rd Party Data Source: Dun&Bradstreet Business Data | Analytics | Insights |Strategy proprietary and confidential

  9. 3rd Party Data Source: U.S. Farm Farm Data | Analytics | Insights |Strategy proprietary and confidential

  10. 3rd Party Data Source: NOAA Maximum Temperature Minimum Temperature Precipitation Snowfall Snow Depth Average Wind Speed Weather Data | Analytics | Insights |Strategy proprietary and confidential

  11. 3rd Party Data Source: TomTom GeoSpatial Data | Analytics | Insights |Strategy proprietary and confidential

  12. Sample Data Models There are commercially available models or you can create you own Data | Analytics | Insights |Strategy proprietary and confidential

  13. Data Model: Mosaic Demographics Psychographics Media Preferences Digital Behavior Message Selection Data | Analytics | Insights |Strategy proprietary and confidential

  14. Data Model: TrueTouch Communication Themes Predictive Motivators Data | Analytics | Insights |Strategy proprietary and confidential

  15. Data Model: GreenAware Not environmentally conscious, and may in fact have negative attitudes about the environment. Thinks and acts green, negative attitudes towards products that pollute, incorporate green practices on a regular basis. Content Refinement GreenAware Neither behaves nor thinks along particularly environmentally conscious lines, remains on the fence about key green issues. Thinks green but does not necessarily act green. Data | Analytics | Insights |Strategy proprietary and confidential

  16. Data Visualization Tableau, Power BI, Qlikview, IBM Watson, Domo, Etc. Data | Analytics | Insights |Strategy proprietary and confidential

  17. Customer Analysis Your customers need to be profiled to understand who currently purchases from you. Helps with creative, messaging and media channel selection. Data | Analytics | Insights |Strategy proprietary and confidential

  18. Customer Analysis: Real Life Example • Skews male • Blue collar • Some or no college Data | Analytics | Insights |Strategy proprietary and confidential

  19. Customer Analysis: Real Life Example • Younger • Lower to Mid Income • Not settled Data | Analytics | Insights |Strategy proprietary and confidential

  20. Customer Analysis: Real Life Example • Younger, single • Lower to mid income • Digital driven Data | Analytics | Insights |Strategy proprietary and confidential

  21. Drive Time: Real Life Example • Sales come from within a 30 minute drive of the store Data | Analytics | Insights |Strategy proprietary and confidential

  22. Market Penetration: Real Life Example • Identify opportunity for future sales or store locations Data | Analytics | Insights |Strategy proprietary and confidential

  23. Weather: Real Life Example • Does temperature affect sales? Data | Analytics | Insights |Strategy proprietary and confidential

  24. Key Findings: Creative and Messaging EXAMPLE PROFILE • Key Features • Media Channels • Predictive Motivators • Message Content Data | Analytics | Insights |Strategy proprietary and confidential

  25. ROI – Post Campaign Analysis “A” Test “B” Test Using the data analysis to update your campaigns will show a lift in sales Data | Analytics | Insights |Strategy proprietary and confidential

  26. Media Channel Preference Data | Analytics | Insights |Strategy proprietary and confidential

  27. Media Channel Propensity Example: 100,000 Households • Identify customers (or prospects) preferred marketing channel Data | Analytics | Insights |Strategy proprietary and confidential

  28. Media Channel Propensity • Identify the preferred communication channels (e.g., direct mail, mobile display) to help marketers build a cross-channel strategy to improve advertising placement and maximize budget Data | Analytics | Insights |Strategy proprietary and confidential

  29. IP Audience Targeting Data | Analytics | Insights |Strategy proprietary and confidential

  30. Matching Physical Address to IP Address • 50 to 100 times more targeted than television • 6 to 60 times more effective than other online ads • Have an average click-through rate (CTR) 3.2 times higher than industry averages Data | Analytics | Insights |Strategy proprietary and confidential

  31. Matching Physical Address to IP Address Minimize Waste: The Association of National Advertisers reports that only a quarter of all digital ad spend reaches real people (up to 75% is bot-driven ad fraud). When leveraging offline data to target users directly at the IP level, you will nearly eliminate the possibility that your ad dollars are being spent on bots or malware. Avoid using IP services that use cookies or IP clusters targeting. Addresses are flagged if they match the IP database, used for ROI analysis Data | Analytics | Insights |Strategy proprietary and confidential

  32. ROI – Post Campaign Analysis “A” Test “B” Test Using direct mail with digital advertising will also show a lift in sales Data | Analytics | Insights |Strategy proprietary and confidential

  33. Questions Data | Analytics | Insights |Strategy proprietary and confidential

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