MAKING DATA-DRIVEN ADVERTISING WORK FOR YOUR BRAND This presentation sums up the most actionable nuggets of wisdom from a Forrester Consulting thought leadership paper commissioned by Criteo and released in March, 2013* and from a year of keynote presentations at ‘Boom’ events in New York, London, Munich, Berlin and Paris *: available at www.criteo.com/forrester
! ! It’s a Fact Today’s “smart” data management techniques (aka “Big Data”) can make your online display advertising much more efficient than it’s ever been. How it Works By injecting customer intelligence into your ad buy strategy and carefully crafting the message, you’re much more likely to reach the right user at the right time. Oh yeah, and also at the right cost. ? Why You Care This approach allows your ad budget to work harder, better, faster and stronger.
MAKE YOUR AD DOLLARS WORK… HARDER BETTER • Regular display ads 100% • Classical display • Segmented display ads 250% campaigns 5-10 creatives • SEGMENTED, PERSONALIZED • “SMART” 800%* DISPLAY ADS DISPLAY ADS 1 0 0 0 creatives* FASTER STRONGER • Blink of an eye 300ms • Web search 200ms • Avg. return • Light around the Earth 134ms on ad spend ~ Search $7.49** • Camera shutter speed 8ms • AVG. RETURN • CRITEO GENERATES ON AD SPEND ~ Criteo $ 1 2 . 9 6 ** A BANNER IN REAL-TIME 6ms* Sources: *: Criteo **: Kenshoo, 2012 – Criteo, 2011
NEWBIES: BEWARE Before you take the big leap, there are 5 things you should know… just 5:
REAL-TIME IS NOT FOR 1. THE FAINT OF HEART Use the right data, “We have around 750 quickly and different data processing jobs running at any time. at scale. Machine learning makes this possible.” -- VP of business development at a US DSP Source: Maximizing Display Advertising’s Potential Requires A Data-Centric Approach, a Forrester study commissioned by Criteo, March, 2013 – full report available at http:// www.criteo.com/forrester
REAL-TIME IS NOT FOR 1. THE FAINT OF HEART SURVIVAL TIPS Make a CTO your buddy Bet on partners with both a sufficient capacity AND a strong commitment to R&D Don’t be shy about asking potential partners for the percentage of engineers within their total workforce
YOU WANT THE RIGHT DATA, 2. NOT JUST MORE DATA “Big Data” doesn’t need to be considered synonymous with “Fat Data” In fact, it shouldn't be huge, because it needs to be actionable.
YOU WANT THE RIGHT DATA, 2. NOT JUST MORE DATA SURVIVAL TIPS Invest in technologies that will allow that most people in your company to crunch and visualize your data Partner with vendors who provide high-value, meaningful reporting Clean your existing in-house data aggressively so it can be used widely, both internally and externally
SURROUND YOURSELF 2. (THIS MEANS WITH THE RIGHT PEOPLE DATA SCIENTISTS) SURVIVAL TIPS 1. Get sophisticated about how you analyze the data 2. Beef up your testing 3. Run, don’t walk
EMBRACE YOUR 4. DISPLAY VENDOR. LITERALLY. Trend we’re seeing now is ? advertisers asking us to build custom data warehouses. They want to be able to unlock the value they have in their customer ! databases. We’re reaching a tipping point where we are managing data on behalf $ of clients now; media buying is just one of the things we’re doing. (Co-founder and COO at a European RTB platform) Source: Maximizing Display Advertising’s Potential Requires A Data-Centric Approach, a Forrester study commissioned by Criteo, March, 2013 – full report available at http:// 15 www.criteo.com/forrester
EMBRACE YOUR 4. DISPLAY VENDOR. LITERALLY. SURVIVAL TIPS 1. Forget about “campaigns” 2. Don’t shy away from sharing as much data with your display vendor as possible 3. The best ROI goes to those advertisers who stay with the same vendor for long periods of time 4. Look beyond your comfort zone
MAKE FRIENDS WITH 5. THE LEGAL DEPARTMENT Our No.1 [concern] is privacy and trust… It’s an industry problem, not the problem of one individual company. Product Manager at a global ad exchange Source: Maximizing Display Advertising’s Potential Requires A Data-Centric Approach, a Forrester study commissioned by Criteo, March, 2013 – full report available at http:// 17 www.criteo.com/forrester
MAKE FRIENDS WITH 5. THE LEGAL DEPARTMENT SURVIVAL TIPS 1. Involved with EU consumers? Ask your Legal team about the European Union Revised Data Protection Directive 2. Get proof from your display targeting partners that they are compliant with any privacy laws and industry practices
QUICK RECAP Wimpy? Don’t be. Vendor? Hug. Data? Quality, not quantity. Lawyers? Yup. Nerds? Get some.
Questions ? Go and reap the rewards of data-driven advertising.