Download - 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]

mailto:[email protected]


marketers will leverage 3 types of data in 2013 to achieve HIGH performance marketing

third party custom validated

04/09/2023 3

875+ survey responses

©2011 eXelate Inc. Confidential and Proprietary

54%31%

15%

agencies

marketers

networks/ exchanges/ DSPs

04/09/2023 4

who employs audience targeting


89% of agencies

88% of networks/

exchanges/DSPs

80% of marketers

04/09/2023 5

% of digital campaigns that employ audience targeting


60% of agency

campaigns

67% of network/

exchange/DSP

campaigns

57% of marketer

campaigns

04/09/2023 6



to retain clients and win new business in 2013, agencies will need:


04/09/2023 7

third party data

data anonymously aggregated from multiple publishers and segmented into targetable audience clusters


04/09/2023 8

% of digital campaigns that leverage third party data


52% of agency

campaigns

44% of network/exchange/

DSP campaigns

43% of marketer

campaigns

04/09/2023 9

most important data-driven KPI


Agencies said online sales

Networks/ exchanges/ DSP’s

said lift in brand awareness

Marketers said click through to a site or

landing page

04/09/2023 10

budget for data will increase in 2013


68% of agencies

84% of network/

exchange/DSP’s

62% of marketers

04/09/2023 11

by how much their budget for data will increase in 2013


26% increase for agencies

44% increase for network/

exchange/DSP’s

27% increase for marketers

04/09/2023 12

why budget for data will increase in 2013


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

04/09/2023 13

custom data

data created based on first party data or past performance data and modeled to create scale


04/09/2023 14

type of data used to best target digital advertising


81% agencies said trusted offline data

(Nielsen, Mastercard, etc)

76% network/exchange/DSP’s said

custom data

71% marketers said

custom data

04/09/2023 15

top rated data for branding campaigns


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%

04/09/2023 16

top rated data for direct response campaigns


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

04/09/2023 17

validated data

data vetted by industry organizations to eliminate inefficiencies in demographic data and optimize audience clusters


04/09/2023 18

already implemented a campaign ratings solution


Agencies

yes

no

29%

51%

yes

no

35%50%

Marketers

04/09/2023 19

plan to implement a campaign ratings solution in 2013


Agencies Marketersye

s

no unsu

re

yes

no unsu

re

26%33%

40%42%

20%37%

04/09/2023 20

will use a campaign ratings solution in 2013 for contextual and behaviorally targeted campaigns


91% of agencies

57% of marketers


marketers will leverage 3 types of data in 2013 to achieve HIGH performance marketing

third party custom validated


the infrastructure and the big data that power smarter digital marketing decisions

Unique, proprietary data

Enhanced by superior modeling & analytics

Delivered effectively and efficiently

04/09/2023 23

we make BIG data actionable


04/09/2023 24



to retain clients and win new business in 2013, agencies will need:


Julie

again, maybe lower plus sign? I am just crazy about that stuff.

04/09/2023 25

thank you


David FischerSVP Sales

[email protected]

mailto:[email protected]

http://www.exelate.com/