DAS: Exelate: Trusted Data + Custom Audiences = High-Performance Marketing
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06/07/2022 1 ©2011 eXelate Inc. Confidential and Proprietary trusted data custom audiences HIGH performance marketing David Fischer SVP Sales, eXelate [email protected]
description
The profusion of digital data and advanced analytical processing power available today has given marketers an unprecedented advantage: real-time insight into their most valuable customers and the attributes that drove them to respond. Armed with this intelligence, marketers can now implement strategies to grow the business through efficient targeting and ad spend. Based on new eXelate/Digiday survey results across hundreds of digital advertisers and agencies, this presentation will reveal the data sets forward-thinking marketers are leveraging for competitive advantage. Presenter: David Fischer, svp sales, eXelate @exelate
Transcript of DAS: Exelate: Trusted Data + Custom Audiences = High-Performance Marketing
04/09/2023 1©2011 eXelate Inc. Confidential and Proprietary
trusted datacustom audiences
HIGH performance marketing
David FischerSVP Sales, [email protected]
04/09/2023 2©2011 eXelate Inc. Confidential and Proprietary
marketers will leverage 3 types of data in 2013 to achieve HIGH performance marketing
third party custom validated
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875+ survey responses
©2011 eXelate Inc. Confidential and Proprietary
54%31%
15%
agencies
marketers
networks/ exchanges/ DSPs
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who employs audience targeting
©2011 eXelate Inc. Confidential and Proprietary
89% of agencies
88% of networks/
exchanges/DSPs
80% of marketers
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% of digital campaigns that employ audience targeting
©2011 eXelate Inc. Confidential and Proprietary
60% of agency
campaigns
67% of network/
exchange/DSP
campaigns
57% of marketer
campaigns
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trusted datacustom audiences
HIGH performance marketing
to retain clients and win new business in 2013, agencies will need:
©2011 eXelate Inc. Confidential and Proprietary
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third party data
data anonymously aggregated from multiple publishers and segmented into targetable audience clusters
©2011 eXelate Inc. Confidential and Proprietary
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% of digital campaigns that leverage third party data
©2011 eXelate Inc. Confidential and Proprietary
52% of agency
campaigns
44% of network/exchange/
DSP campaigns
43% of marketer
campaigns
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most important data-driven KPI
©2011 eXelate Inc. Confidential and Proprietary
Agencies said online sales
Networks/ exchanges/ DSP’s
said lift in brand awareness
Marketers said click through to a site or
landing page
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budget for data will increase in 2013
©2011 eXelate Inc. Confidential and Proprietary
68% of agencies
84% of network/
exchange/DSP’s
62% of marketers
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by how much their budget for data will increase in 2013
©2011 eXelate Inc. Confidential and Proprietary
26% increase for agencies
44% increase for network/
exchange/DSP’s
27% increase for marketers
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why budget for data will increase in 2013
©2011 eXelate Inc. Confidential and Proprietary
68% agencies said that data is efficient
and helps allocate ad spend smarter
78% network/exchange/DSP’s
said that data is strategic and helps
them discern useful insights
70% marketers said that data is tactical
and helps identify more people like
their best customers
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custom data
data created based on first party data or past performance data and modeled to create scale
©2011 eXelate Inc. Confidential and Proprietary
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type of data used to best target digital advertising
©2011 eXelate Inc. Confidential and Proprietary
81% agencies said trusted offline data
(Nielsen, Mastercard, etc)
76% network/exchange/DSP’s said
custom data
71% marketers said
custom data
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top rated data for branding campaigns
©2011 eXelate Inc. Confidential and Proprietary
Agencies Network/ Exchange/DSP’s Marketers
37%32%
20%
cust
om
trus
ted
offlin
e
third
par
ty
cust
om
trus
ted
offlin
e
third
par
ty
48%25%
16%
cust
om
trus
ted
offlin
e
third
par
ty
36%32%
20%
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top rated data for direct response campaigns
©2011 eXelate Inc. Confidential and Proprietary
Agencies Network/ Exchange/DSP’s Marketers
cust
om
trus
ted
offlin
e
CRM
cust
om
trus
ted
offlin
e
third
par
ty
58%15%
11%
cust
om
trus
ted
offlin
e
CRM
46%25%
12%
43%19%
16%
*custom data is preferred for direct response campaigns
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validated data
data vetted by industry organizations to eliminate inefficiencies in demographic data and optimize audience clusters
©2011 eXelate Inc. Confidential and Proprietary
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already implemented a campaign ratings solution
©2011 eXelate Inc. Confidential and Proprietary
Agencies
yes
no
29%
51%
yes
no
35%50%
Marketers
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plan to implement a campaign ratings solution in 2013
©2011 eXelate Inc. Confidential and Proprietary
Agencies Marketersye
s
no unsu
re
yes
no unsu
re
26%33%
40%42%
20%37%
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will use a campaign ratings solution in 2013 for contextual and behaviorally targeted campaigns
©2011 eXelate Inc. Confidential and Proprietary
91% of agencies
57% of marketers
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marketers will leverage 3 types of data in 2013 to achieve HIGH performance marketing
third party custom validated
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the infrastructure and the big data that power smarter digital marketing decisions
Unique, proprietary data
Enhanced by superior modeling & analytics
Delivered effectively and efficiently
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we make BIG data actionable
©2011 eXelate Inc. Confidential and Proprietary
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trusted datacustom audiences
HIGH performance marketing
to retain clients and win new business in 2013, agencies will need:
©2011 eXelate Inc. Confidential and Proprietary
Julie
again, maybe lower plus sign? I am just crazy about that stuff.
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thank you
©2011 eXelate Inc. Confidential and Proprietary
David FischerSVP Sales
