How to Enhance Advertising with 3rd Party Data?Practical Case with Weather Synchronisation

▶ Bart Van Nieuwenhuyse▶ Main industries: B2B & travel▶ E-business consultant @Semetis since 2014

▶ Mathieu Van Wylick▶ Main industries: automotive & retail ▶ E-business consultant @Semetis since 2014

Who are we?

Who is ?

▶ Founded in 2009

▶ Data agency

▶ Digital Advertising & Digital Business Intelligence

▶ Part of

The importance of Data

The importance of Data

Common targeting methods

Your Customer

Interests

Keywords

Location

Language

Time

Browser

Device

Remarketing

Age

Gender

Behavior

Think outside the box

INSPIRATION

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Inspiration

▶ Other unused data sources▶ Weather conditions▶ TV program schedules▶ Product stock availabilities▶ Sport event results▶ Traffic information▶ Stock prices▶ Lottery results▶ …

▶ Most common use/case TV synchro and weather synchro

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Inspiration

“Use the data in your advantage”

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Technical Implementation

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▶ What do you need as an advertiser?▶ Good and proper data architecture (WA tool &

TMS)▶ Technical knowledge▶ IT support▶ Ownership▶ Good collaboration with your agency▶ A good agency:

Technical Implementation

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Technical Implementation

API = Application Programming Interface

Set of requirements that govern how one application can talk to another

They make it possible to move information between programs

Example: Openweathermap.orgDataLayer

A Data layer is an object that contains all of the information that you want to pass to your Tag Management System.

This is implemented in the source code of your website.

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Technical Implementation

Authenticate Send request Process response Store results

▶ Creation and push of scripts through your TMS to request data from an API.

▶ API data are stored in variables.

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▶ How to get data to your Web Analytics tool?▶ Create a new event tag in your TMS which

gathers data stored in the DataLayer by the script.

▶ Send this tag to your specific Web Analytics tool.

Technical Implementation

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Technical Implementation

▶ 7 steps process to ensure data quality2. Technical

Implementation

4. Data Analysis

6. Technical Set-Up

7. Launching

3. Data Collection

5. Scenarios Validation

1. Project Scope Definition

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Technical Implementation

▶ 7 steps process to ensure data quality

1. Project Scope Definition

• Objectives• Scope• Business Perspective

2. Technical Implementation

• Documentation• Implementation• Validity CheckOne Time

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Technical Implementation

▶ 7 steps process to ensure data quality

3. Data Collection 4. Data Analysis 5. Scenarios Validation

6. Technical Set-up 7. Launching

• KPI’s Definition• Scenario’s

Consideration• Analysis

• Scenarios registering• Script• Frequency

• Follow-up & Sanity Check

• Autumn/Winter• Spring/Summer

• Scenarios + Actions Definition

• Client Validation

• Follow-up & Support

• Impact Analysis

Continuous

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Case: Weather synchronization

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Practical Case

“I have the feeling that people behave differently depending on the weather. But this is hard to proof.”

Use offline factors (i.e. weather and location data) to leverage online performance and business

understanding

Initial situation

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Practical Case

1. Project scope definition with client and agency2. Technical implementation

▶ Liaise with Geoplugin API and Open Weather Map API through scripts

▶ Push the current weather state of the user’s location to the DataLayer

3. Data collection▶ The weather state is picked up through Google Tag Manager and

pushed to Google Analytics▶ Custom Dimensions are created so that the weather state

displays in the reports

Project Rollout – Phase 1

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Practical Case

4. Data Analysis ▶ Analysis of data in order to identify different scenarios

5. Scenarios validation▶ Define bid modifiers and campaign states according to

this scenarios6. Technical set-up

▶ Automate the actions required in acquisition platforms based on the different scenarios through custom scripting

7. Launch!

Project Rollout – Phase 2

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Practical Case

February Define Scope of the

projects and KPI’s Write & Send the

technical Document

March April Technical

implementation Launching

May September Data collection Data quality check

October Data Analysis Scenario’s creation

+ validation

November Technology set-up Launch + Follow-up

December … Data collection &

analysis Enhancement of

scenarios

Project Timeline Phase 1Phase 2

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▶ Data insights▶ Sessions are mainly generated when weather

is defined as “Rain” or “Clouds” between 8 and 16°.

Practical CaseOutcomes

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▶ Data insights▶ Transaction rate is quite well balanced between

different temperatures and state of sky.

Practical CaseOutcomes

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Takeaways

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Think outside the box 1. Start simple and build upon2. Take your time

3 Key Takeaways

THANK YOU

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