Addressable Audience Planning and Optimization

Module 2:

Addressable Audience Planning and Optimization

Peter Vandre

VP, Digital Analytics

Matt Naeger

EVP, Digital Strategy

• Enterprise Segmentation

• Behavioral triggers &

sequencing

• Lifecycle stages

• Value score

• Corporate

• Brand

• Product & service

• Media

• Creative & messaging

• Offer

• Channel

• Customer strategy

• Audience sizing

• Experience blueprint

• Media plan

• Creative brief

• Targeting &

personalization plan

• Budgeting & forecasting

• Measurement plan

• Online onsite

• Online offsite

• Call Center

• POS

• Offline (print, mail, TV,

outdoor, radio)

• Portfolio

• Experience

• Interaction

• Touch Point

STRATEGY

PLANNINGDEVELOPENT

& LAUNCH

AUDIENCE

INSIGHT

OPTIMIZATION

• Audience sizing

• Experience blueprint

• Media plan

• Creative brief

• Targeting &

personalization plan

• Budgeting & forecasting

• Measurement plan

STRATEGY

PLANNINGDEVELOPENT

& LAUNCH

AUDIENCE

INSIGHT

OPTIMIZATION

Four important currencies provide important marketing context for customer experience planning

CONTEXT

Enterprise

segmentation

What is driving the

individuals

decisions

Lifecycle

stages

Strength of relationship

with brand and funnel

position

Value score

Potential financial

value of individual to

the brand

Behavioral triggers

& sequencing

Important actions

taken by an

individual

A traditional planning process produces traditional results

O U T P U T S

Competitive

Analysis

Strategy Brief

Audience Reach

Analysis

Media Plan,

Creative Briefs

Test and

Learn/

Creative

Rotation

Reach

Validation

Reporting

Performance

Reporting (Mix

Models)

Strategy

Development

Audience Reach

Analysis

Plan Creation

& Forecasting

Plan

Execution

Targeting

Validation

P R O C E S S Traditional Media Planning Process

Measurement

Strategy

Development

Audience Reach

Analysis

Plan Creation

& Forecasting

Plan

Execution

Targeting

Validation Measurement

P R O C E S S

W H A T C H A N G E S I N P R O C E S S ?

Currencies provide depth to planning

Enterprise

segmentation

Lifecycle

stages

Value score

Behavioral

triggers &

sequencing

Customer first

strategy instead

of product first

Segment mapping to

platforms instead of just

basic demo profiling

Experience blueprints,

communication architecture,

addressable media plan, and

segment driven creative briefs

Audience targeting,

experience & contact

strategy

Segment level

readouts with tie to

customer value

Customer driven Strategy Brief

CONTENT

CONTEXT

CONNECTIVITY

Good Life

Aiden

Aiden Audience

Mapping

Connecting Audiences to

Audience Platforms

Estimated Reach

~63 MM

Aiden Profile

Direct Target List (PII)

Data Onboarding to

Cookie

Look-alike Modeling

Research Panels (Comscore,Neilsen)

National

consumer

database

70 MM

Direct

Mail

Email Addressable

TV

~40-50 MM Individuals





~2.5-6.5 MM Individuals

Audience sizing and planning process

Age: 25-35

Gender: MaleHow most agencies

plan today

Aiden

National

consumer

database

70 MM

Audience

Mapping

Connecting Audiences to

Audience Platforms

Estimated Reach

~63 MM

Aiden‘s Segment

“Good Life”

Direct Target List (PII)

Data Onboarding to

Cookie

Look-alike Modeling

Research Panels (Comscore,Neilsen)

Direct

Mail

Email Addressable

TV






~2.5-6.5 MM Individuals

Audience sizing and planning process: Segment Driven

Audience mapping process allows us to understand and serve an audience based on the 3 C’s

Awareness

Product Consideration

Brand Consideration

Quote

Application Start

New Account

Loyalty (All Customers)

27MM

3.2 MM (12%)

1.8 MM (56%)

215K (12%)

105K (49%)

70K (67%)

6.5MM

“Good Life” segment

Actual Segment

January 2014

The media plan changes to suit the audience and experience

Media Partner Flight Placements CPM Monthly Spend Total Spend Total Impressions

Publisher 1 Jan 1 - March 31 ROS 10.00$ 35,000.00$ 105,000.00$ 10,500,000



Ad Network 1 Jan 1 - March 31 RON 0.75$ 50,000.00$ 150,000.00$ 200,000,000










DSP Jan 1 - March 31 RON 0.75$ 50,000.00$ 150,000.00$ 200,000,000

Total 1,965,000.00$ 1,544,697,038

Typical Media Plan

AWARENESS

PRODUCT

CONSIDERATION

BRAND

CONSIDERATION

QUOTE

APPLY

Addressable Media Plan

• Addressable media plan is about outbound planning

• Customer experience blueprint is about inbound experience planning

• Experience maps tie directly to lifecycle stages. Often separate treatments planned for each of the key segments

Customer Experience Blueprint

Engages with a

Search Ad, and

Hits Frequency

Cap

Engages with a

General

Display Ad,

and

Engages with a

Marriage Life

Stage Ad

Engages with a

Display Ad,

and

Engages with a

Marriage Life

Stage Ad

Engages with a

Display Ad,

and

Engages with a

Search Ad, and

Engages with a

Marriage Life

Stage Ad

Engages with a

Display Ad,

and

Engages with a

Search Ad, and

Engages with

an Email Ad,

and

Engages with a

Marriage Life

Stage Ad

Visited

New Job

Life Stage

Information

Page

Visited

New Child

Life Stage

Information

Page

Visited

Marriage

Life Stage

Information

Visit Life Insurance

Information Pages,

but doesn’t convert or

go to Quote pages

Engages with Display

Ad for the first time

Directly/Organically

Navigates to the site for

the first time

Requested a Quote, but

didn’t convert

Start Application Process

Identified as

Segment 2

Add to Product

Type CM

Remarketing

Add to Brand

Consideration

CM

Move to

Request a

Quote CM

Remarketing

Move to

Application

Process CM

Remarketing

Visit Generic brand.com

pages but doesn’t convert

or go to lower funnel

pages

Engages with a

Display Ad,

and

Add to Top

Funnel CM

Remarketing

Awareness

Drive consumers

to learn moreHelp consumer decide the right coverage

Product Consideration Brand Consideration

Drive consumers to request a quote Drive consumers to go through

the application process

Request a QuoteStart Application

Process

Drive consumers to finish the

application process

Visit Get a Quote Pages,

but doesn’t convert

Engages with a

Search Ad, and

Engages with a

Search Ad, andEngages with

an Email Ad,

and

Engages with Search Ad

for the first time

Customer Experience Blueprint

Engages with a

Search Ad, and

Hits Frequency

Cap

Engages with a

General

Display Ad,

and

Engages with a

Marriage Life

Stage Ad

Engages with a

Display Ad,

and

Engages with a

Marriage Life

Stage Ad

Engages with a

Display Ad,

and

Engages with a

Search Ad, and

Engages with a

Marriage Life

Stage Ad

Engages with a

Display Ad,

and

Engages with a

Search Ad, and

Engages with

an Email Ad,

and

Engages with a

Marriage Life

Stage Ad

Visited

New Job

Life Stage

Information

Page

Visited

New Child

Life Stage

Information

Page

Visited

Marriage

Life Stage

Information

Visit Life Insurance

Information Pages,

but doesn’t convert or

go to Quote pages

Engages with Display

Ad for the first time

Directly/Organically

Navigates to the site for

the first time

Requested a Quote, but

didn’t convert

Start Application Process

Identified as

Segment 2

Add to Product

Type CM

Remarketing

Add to Brand

Consideration

CM

Move to

Request a

Quote CM

Remarketing

Move to

Application

Process CM

Remarketing

Visit Generic brand.com

pages but doesn’t convert

or go to lower funnel

pages

Engages with a

Display Ad,

and

Add to Top

Funnel CM

Remarketing

Awareness

Drive consumers

to learn moreHelp consumer decide the right coverage

Product Consideration Brand Consideration

Drive consumers to request a quote Drive consumers to go through

the application process

Request a QuoteStart Application

Process

Drive consumers to finish the

application process

Visit Get a Quote Pages,

but doesn’t convert

Engages with a

Search Ad, and

Engages with a

Search Ad, andEngages with

an Email Ad,

and

Engages with Search Ad

for the first time

Requested a Quote, but didn’t

convert

Move to Request a

Quote CM

Remarketing

Engages with a

Display Ad, and

Addressable content planning that acts on audience data & optimization results

Device Appropriate

BEST CTA

Customer Value

Motivational Insights

AUDIENCE

CONSIDERATIONS

Behavioral Data

TIMING/FREQ

Segment/Behavior Data

BEST MESSAGE

Addressable Content Matrix

BEST OFFER

Keys to cross channel planning

• Take advantage of the key currencies to drive continuity across channels and media by audience profile

• Design plans to address each portion of the funnel and broaden our reach and available audiences

• Make sure plan complexities are scaled to match actual creative production and management abilities

• Plans must include the creative available to serve each point in the Customer Experience Blueprint

STRATEGY

PLANNINGDEVELOPENT

& LAUNCH

AUDIENCE

INSIGHT

OPTIMIZATION

Keys to successful development and launch

• Identify a leader that oversees entire launch process to ensure execution matches up to plan• Streamline production process to manage increased program complexity• Build measurement plan with KPIs that align to audience strategy

STRATEGY

PLANNINGDEVELOPENT

& LAUNCH

AUDIENCE

INSIGHT

OPTIMIZATION

Traditional ApproachOptimization

Product, Media, Campaign,

Placement, Offer, Creative

Response, Leads, Accounts

One Version

A/B Testing

Campaign Specific

Business Rules

Overall Optimization Metric

Key Performance

Measurement Dimensions

Optimization Drivers

Creative/Treatment

Optimization

Targeting

Measurement Approach

Optimizing during plan execution: What’s different?

What is added

Enterprise Segment

Lifecycle Migration

Customer Value

Many Versions

Personalization/Multivariate testing

Real-time Decision Engines

Cross Channel Governance Rules

Lifecycle Based Metrics

Super Duper Optimizer

Individual

Behavior

Online & offline

sales

Competitive

Information

Customer value &

risk

Segments &

models

Highly targeted and personalized

customer journey

Centralized & Automated

WHO to target

WHERE to target

WHAT message

WHICH creative treatment

HOW much to spend

Life would be easier if optimization just looked like this

You may not be able to have a super duper optimizer, but you can have a conductor

What is a “Conductor”?

The conductor is NOT a person or a technology product.

It is three processes coming together to enable cross channel

optimization in a decentralized optimization environment.

1

Contact

Governance

2

Connectivity of

Currencies to

Customer Touch

Points

3

Unified Testing

System

What is a ‘Conductor’?

Contact Governance:

The conductor communicates blueprint rules to media/channel optimization engines

• Optimal touches

• Frequency capping

• Suppressions

• Maximum bid amounts

• Triggered content

Optimization

Real-time

Interactions

Conductor

DSP Bidding

Algorithm

Search

Algorithm

Personalization

Engine

Campaign

Planning /

Batch Models

Online video

Display

Site

Call center

Email

Search (RSLA)

DM

Media / Channel

Non real-time

interactions

Governance Rules

1

Mobile EmailCall

CenterDSPSearch Site

DMVideo

Audience Platforms

Segment

“Good Life”

Pred. Value

“$10.5K”

Marketing Applications

Mkt Technology

Stack

Identity

Managem

ent

Cam

pa

ign

Ma

na

ge

me

nt

Decis

ion M

anagem

ent

Marketing Database

DM

P

Analy

tics

Destination:

Site

Personalization

Engine

Behavior“Searched

How Much

Insurance”

2

Connectivity of Currencies to Optimization Points:

We have to prioritize the distribution of key currencies to each customer touch point across

media and channels

2

Connectivity of Currencies to Optimization Points:

Currencies are inputs into experience blueprint and personalization engine

Enterprise

segmentation

Lifecycle stages

Value score

Behavioral triggers &

sequencing

Experience Blueprint(Rules & Triggers)

Personalization Engine(Multivariate Optimization)

Cre

ative

Off

er

Me

ssag

e

Ch

an

ne

l / M

edia

Tim

e

Zone 1

Zone2Zone 3

Zone4

Zone 5

Zone 6

3

Unified Testing System:

The traditional testing plan needs to expand

Individual Level

Engagement with Brand

Personalization

Treatment

Model & segmentation

update

Contact rule refinementPersonalization engine & rules

refinement

Testing Plan Audience Targeting

Contact Governance

Offer, product, creative,

message

3

Unified Testing System:

The traditional testing plan needs to expand

Individual Level

Engagement with Brand

Personalization

Treatment

Model & segmentation

update

Contact rule refinementPersonalization engine & rules

refinement

Testing Plan Audience Targeting

Contact Governance

New testing components

add complexity to the

testing process

Offer, product, creative,

message

Aiden listens to Pandora radio ad

Aiden searches

for insurance

Retargeted

display

Visits

InsureCo.com

Email

reminder

Continues

application

Aiden listens to

Pandora radio ad

Aiden’s Customer Journey

• Overall spend levels for video set based on segment level media mix modeling output

• Pandora placement selected based on significant penetration of ‘Good Life Segment’

• Strategy brief for this segment guides the creative delivery and message

PLANNING

OPTIMIZATION

• Frequency caps set based on lifecycle segment and value

• Messaging adjusted based on customer segment and lifecycle stage

• Testing informs best call to action and overall display frequency caps

Transition from Retargeted Display to website visit

Aiden searches

for insurance

Email

reminder

Continues

application

Aiden listens to

Pandora radio ad

• Moves from Product Consideration to Brand Consideration (life stage shift)

• Experience Blueprint identifies potential next creative sequence for segment

• Segment information pulled across multiple touch points and value is associated

PLANNING

OPTIMIZATION

Aiden’s Customer Journey

Retargeted

display

Visits

InsureCo.com

• Display Targeting – customer value and behavior input into bidding algorithm

• Site is personalized based on prior display media exposure creative and content matching to

search for ‘What age to get life insurance’

Summary

• We need to pull the contextual currencies through the planning process

• Remember inbound experience planning—customer experience blueprint

• Match plan complexity with creative production constraints and management realities

• Remember the conductor for effective cross channel optimization

– Contact Governance

– Currency Connectivity to Touch Points

– Unified Testing

Thank You!

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Addressable Audience Planning and Optimization

Marketing

Transcript of Addressable Audience Planning and Optimization