Is there a better way to measure the digital behavior of consumers considering a complex or expensive purchase and improve outcomes going forward? Measurement company Arrivalist shared techniques they have used successfully, illustrated with six case studies. Their work has application for both considered and impulse purchase brands.
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The authors describe a series of design experiments used to optimize Facebook targeting and retargeting to buyers of travel insurance. Using different creative for different micro-targets, the authors raised prospecting sales lift by four times and retargeting sales lift by 60%. Additional findings included that age did not determine click thru rate, but under thirty-five and over sixty-four rarely purchased.
Member Only AccessSingle source media data cannot tell the whole story. Learn how IPSOS combined survey and digital data provide a holistic understanding of consumers’ multi-platform digital behavior, touchpoints, activities and content consumption. Five case studies illustrate how this was done.
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Using data to microtarget messages to Chobani customers produced a positive sales impact, according to this case study. The authors show how loyalty card data, linked to household address and then to a digital address was used to identify key audience segments to whom messages were specifically directed – with implications for future efforts.
Member Only AccessTo improve data quality, the marketing and advertising industry could establish a “Principles of Data Quality” disclosure; create a roster of items to ask of data suppliers; request transparency—data firm disclosures—including consumer authentication procedures, multiple data source descriptions, model target techniques and testing results, recency of data, integration techniques, data labeling, and top-line descriptions for all of the above; create best practice standards.
Member Only AccessWant to understand Data Science basics? This brief presentation covers the background behind the growth of the Data Science discipline, explains how this growth is affecting careers, gives an overview processes used, and provides a case study to illustrate the application of key principles.
Some say Artificial Intelligence is a broad field that includes everything from simple if-then rules for playing Checkers to complex ensembles of deep neural networks for piloting autonomous vehicles. In marketing, AI is a term that is applied to several very different techniques and functions. However, the bigger questions are: how do you best implement AI and what are the commercial solutions?
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Addressable consumer profiles across media. Actionable data. Connected technology. LiveRamp and RAPP offer suggestions on how to leverage these inputs, using signals from a range of sources including location, transactional and online behavioral data to create more robust consumer/customer profiles and segments that lead to better outcomes.
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