This white paper describes how marketers and advertisers can use audience data to:
Go beyond retargeting
Create cross-channel impact
Increase rate cards
Uncover new and highly valuable segments
Optimize keywords and creatives with UGC
Tata Punch brochure with complete detail of all the variants
White Paper: From Mad Men to Mad Scientist
1. FROM MAD MEN TO MAD SCIENTISTS:
5 WAYS TO FUEL AD REVENUE
WITH CONSUMER DATA
2. SORRY, DON DRAPER
Regarded as the golden days of advertising, the
1950s were full of notorious “ad men” ablaze
with the realization that they could satisfy the
masses and make millions by selling dreams
and desires - not products.
To achieve this, leading brands began collecting
publicly available demographic data like age,
gender and household income in attempt to
bucket consumers into basic personas like
“moms” and “teens,” and reach them with more
relevant and timely messages at scale.
While Don Draper & Co’s quest for more
personal campaigns was valid, their approach is
discredited by the simple fact that not every
mom wants a vacuum cleaner for Christmas.
GIGYA.COM |
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3. GIGYA.COM |
THE RISE (AND FALL) OF THE COOKIE
The rise of the Internet offered a much more immediate and individualistic view of consumers,
ushering in a new advertising model that traded in stereotypical blanket personas for
behavioral targeting using 3rd party cookies.
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This seemed like a great strategy in
the early days of the web when
consumers were hiding behind their
technicolor iMac G3s. But the surge
of mobile and social technologies has
crumbled 3rd party cookies into mere
trails of crumbs for brands to try and
piece together.
COOKIES
1 device
0 permissions
A handful of users
Pinch of browsing
history
Track consumer behavior
across Internet until deleted!
?!
!
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NOW EVERYONE KNOWS YOU’RE A DOG
With modern consumers connecting with friends, family and brands via social networks, their real
identities have become seamlessly intertwined with their “virtual lives.” Every day millions of
consumers publicly share information about their relationships, hobbies, locations, desired products
and plans for the weekend.
This level of available data hardly calls for the need to track arbitrary behaviors across the Internet.
Not to mention, the growing number of connected devices - smartphones, tablets, TVs, wristbands -
makes this next to impossible.
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With direct, real-time connections to their
favorite brands, consumers are no longer
willing to weed through irrelevant
messaging and experiences - they
demand relevance. And the key to
creating relevance in today’s big data
landscape is identity.
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BIG DATA = BIG OPPORTUNITIES
With today’s number of channels and devices,
consumers are creating over 2.5 exabytes of data -
that’s more than 2.5 billion gigabytes - every single
day. What’s more, about 75% of this data is
unstructured, coming from sources like social
networks, text messages and videos (BBC).
Knowing this amount of “big data” is out there, how
do you even begin to capture it? How do you filter
through it and determine what’s important? And
how do you act on it in a meaningful, purpose-driven
way?
These types of questions call for a new data-driven,
identity-centric advertising approach. This white
paper examines how advertisers can successfully
leverage and optimize audience data and use it to:
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Go beyond retargeting
Create cross-channel impact
Increase rate cards
Uncover new and highly valuable segments
Optimize keywords and creatives with UGC
7. IRRELEVANT ADS ARE BAD FOR BUSINESS
GIGYA.COM | 7
We’ve all been there - you have a moment of
weakness and just can’t resist clicking on that ad
from the local pet store with the picture of that
adorable kitten. Retargeting ensues, and you’re
bombarded with ads for Whiskas and catnip for
weeks. If only they knew you’re a dog person!
58% of consumers admit to being annoyed
by ads they don’t need (Marketing Charts).
Nothing is more annoying (and creepy) than being followed across the Internet with ads for products
and services you simply don’t want or need. 88% of US consumers claim that they have been
inundated with “online ad spam,” and 9/10 say this has led them to take actions ranging from leaving a
website to boycotting a brand (Marketing Charts).
8. RELEVANCE STARTS WITH 1ST PARTY DATA
GIGYA.COM |
The only way to continuously serve consumers more relevant and timely ads is by having a clear
understanding of who they are - which is something that cookies simply cannot give you.
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Leading brands are turning to 1st-party
data collection techniques,
like social login, to get an accurate,
real-time view of consumer identity
and go beyond impersonal
retargeting. Social login gives
brands access to the rich data
points housed in users’ social
profiles, including their interests,
relationships, favorite brands,
locations and more.
9. With a clear view of consumer identity, brands gain the ability to nurture customer relationships in
more personal and meaningful ways. Tying profile data captured via social login to users’ on-site
behaviors gives brands the ability to “retarget” consumers with ads that speak to their unique, real-time
GIGYA.COM |
PERSONALIZED PLACEMENTS
interests, life events, locations, and so much more.
For example, remember the adorable kitten ad? If your local
pet store were using first-party login data, it would know you
have 2 dogs and love hiking, and could serve you ads for
retractable leashes and tick prevention medicine instead.
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86% of consumers say personalization plays a role in their purchasing decisions
(Infosys), and leads who are nurtured with targeted content produce a 20% increase in
sales opportunities (DemandGen).
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PRIVACY VS PERSONALIZATION
Making the transition from 3rd party to 1st party data is
also a way to combat growing data privacy concerns and
increase consumer trust.
Being unknowingly “cookied” as they make their way
across the web has taken its toll on consumers, so
much so that 71% state that they are now very
concerned about online companies selling or sharing
information about them without their permission
(ConsumerReports). Modern consumers recognize
irrelevant and unwanted ads as evidence of their data
being collected, bought and sold without their consent.
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1st party data collection techniques are transparent and direct, with consumers opting in to share
specific information with select brands. Using these permission-based insights to reach consumers with
more relevant and timely ads not only increases targeting accuracy and conversion rates, but it also
builds consumer trust.
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HOUSTON, WE HAVE A PROBLEM
Unfortunately for marketers still depending on
3rd party cookies to re-target ads to consumers,
cookies do not translate to mobile devices. And
with mobile now accounting for nearly ¼ of all
Internet usage, this is a problem (Google).
90% of people move between devices to
accomplish a goal, whether it’s via smartphone,
tablet or TV (Mobify). Not to mention, many of
these devices are shared between multiple
consumers with varying demographics, interests
and needs. Without the ability to recognize
individual consumers across each of these
channels, how can advertisers reach them with
the types of influential messages that drive
desired behaviors?
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More Mobility, More Problems
(for Marketers and IT)
Consumers use an average of 3 different
screen combinations each day (HubSpot)
Over 20% of consumers ages 18-49 visit
websites from 4 different devices each
week (Experian)
67% of online shoppers admit to having
recently made a purchase that involved
more than one channel (Zendesk)
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SINGLE VIEW OF CONSUMER IDENTITY
1st party login data gives businesses a single view into consumer identity, effectively tying all cross-channel
activity back to one identifiable user profile. This enables advertisers to create unity across
channels and build a cohesive, influential strategy where each consumer interaction informs the next.
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Pssst...Here’s a Tip:
To make your cross-channel strategy as seamless as
possible, aggregate all omni-channel data into a single,
centralized database. Be sure this database has direct
integrations and bidirectional data feeds with your
existing third-party marketing platforms so that all your
campaigns stay synchronized and relevant.
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INFORMING PROGRAMMATIC BUYING
The rise of cross-channel commerce has elevated the need for programmatic ad buying, which
automatically deploys placements based on a series of consumer triggers. Using real-time bidding
(RTB), advertisers can buy these placements in real-time to reach consumers with just the right
messages at precisely the right times.
For example, say a consumer logs-in to a major TV network site using her Facebook account. She then
streams two episodes of her favorite reality TV program. That network could then choose to
dynamically serve sponsored posts for its upcoming reality series to her the next time she logs-in to
Facebook on her smartphone.
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This degree of relevance not only creates more positive
experiences for consumers, but it also significantly improves
advertiser CTRs and CPCs. To effectively leverage programmatic
buying, a unified view of consumer demographic and
behavioral data across channels and devices is a must-have.
16. GROW USER ACQUISITION BY OVER 50%
GIGYA.COM |
At its most basic level, social login reduces
barrier to site entry by giving consumers a fast
and easy way to authenticate their identities - no
username or password required. Need proof?
Nearly 20% of Gigya clients using Social Login
have seen a more than 50% increase in
registration conversions!
What’s more, because they have willingly
entered a personal relationship with your brand,
socially logged-in users behave differently from
anonymous or traditionally logged-in
consumers. With personalized user experiences
and the ability to seamlessly connect with their
communities on-site, socially logged-in users are
proven to spend an average of 56% more time
on site and view 67% more pages.
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INCREASING VALUE FOR
ADVERTISERS AND CUSTOMERS
1 in 3 consumers state that they will leave a website after seeing a single irrelevant ad (Corporate Ads).
Insights into consumers’ real-time locations, relationships, recently shared content and more enables
publishers to better match placements with their unique audience, eliminating irrelevant user experiences.
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While the level of customer insight and engagement generated by social login is important for brands looking
to convert consumers, it is also key for publishers looking to drive subscription value and sell ad space.
And your readers aren’t the only ones who will appreciate more
tailored placements - watch your rate cards skyrocket along with
advertisers’ confidence that they are reaching the right audience.
A recent Forrester report documents how 2 major publishing brands
experienced a 50% increase in ad revenue in just one year after
implementing first-party data collection and management
infrastructure.
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FOR EXAMPLE...
Using Gigya’s social and traditional sign-in, the broadcasting brand gains permission-based access to users’
first-party data. All data is stored within Gigya’s centralized Identity Storage database, which provides a
unified view of consumer identity across channels, and seamlessly integrates with Adobe
AudienceManager.
The broadcasting company is then able to dynamically serve display ads based on viewers’ genders,
interests, locations and more, resulting in a 22% improvement in targeted ad performance.
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Following the launch of its new reality series, a major
television broadcasting company recognized the
opportunity to create more relevant site experiences
for the millions of visitors to the show’s website while
driving increased advertiser revenue.
20. GIGYA.COM |
FROM CTR TO ROI
Advertisers have spent decades pouring over
metrics like impressions and CTR. These metrics
are great for evaluating ad performance - but do
little to tell you about the consumers clicking on
your ads and how their behaviors impact your
bottom line.
The ability to tie consumer identity and cross-channel
activity directly to KPIs and purchase
behaviors empowers you to segment your
audiences and campaigns in more strategic ways,
driving desired behaviors and advertising ROI.
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AUDIENCE SEGMENTATION
1st party audience data enables you to start asking questions like:
What are the unifying demographics of your most loyal
customers?
Are there any common interests between visitors that
continuously abandon cart?
Which devices are consumers using to interact with your
brand? To checkout?
Do consumers that share particular content spend more time
on site?
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Bucketing consumers into particular segments based on the answers to these types of questions allows
you to optimize and scale your ad creatives, targeting and placements to reach the right consumers,
with the right messages at the right times.
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AUDIENCE SEGMENT EXAMPLES
Here are two examples of inquiries you might make to help identify and reach two key consumer segments:
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Bargain Hunters Multi-channel Consumers
!
Number of brands liked/followed across social networks
Number of mobile check-ins
! Shopping cart abandonment rate
! Volume of event-based shares via mobile apps
!
Offers claimed and redeemed on Facebook
! Social login network preferences
!
Percentage of checkouts with coupons/discount codes used
Mixture of mobile vs. desktop activity for email opens, ad
clicks, shares, checkout and more
A successful brand would separate these segments into two different campaigns, targeting “Bargain
Hunters” with offers for free or discounted merchandise, and “Multi-channel Consumers” with a higher
percentage of mobile vs. desktop ads.
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SURPRISE - MEET YOUR
NEW AUDIENCE!
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With this granularity of insight into the types of consumers driving
value for your business, expect a few surprises. Didn’t know that
your best customers are avid Star Wars fans? Or that content
featuring photos of lizards garners twice as much engagement
from male users over 25? Well, now you know!
Using first-party data to uncover unintuitive yet valuable audience
segments is a huge opportunity to expand your customer base
and increase conversion rates. You might even discover that the
consumers clicking on your ads are totally different from those
actually driving revenue for your business.
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LOOK-ALIKE
MODELS
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By understanding the
characteristics of your best
customers - whether they be Star
Wars-loving 25-30 year old males
or women 18-25 who can’t get
enough of Justin Timberlake - your
business can create the segment
to end all segments: look-alikes.
A 20/20 view of the types of
customers driving the most value
for your business gives you the
power to target and reach
consumers who have similar
profiles and, in turn, are most
likely to convert.
LOOK-ALIKE SUCCESS STORY
By prompting fans to login socially to its website,
a major sports and athletics organization was
able to collect rich, permission-based data around
these users’ interests and on-site behaviors. It
soon discovered a correlation between its most
engaged customers and those within a particular
demographic profile who shared interest in a
certain TV show, sports team and mobile app.
The brand then used this information to build a
look-alike target segment and reach users with
similar profiles via Facebook promotions. This
look-alike strategy resulted in twice the
conversion rate at half the price!
26. Word-of-mouth generates 2X the sales
of paid advertising (Branderati).
!
GIGYA.COM |
USER-GENERATED
CONTENT
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“User-generated content” (UGC) refers to
text and images that are created, uploaded
or syndicated by your customers. Leaving
comments, writing reviews, rating products
and sharing items across social networks
are all forms of user-generated content.
Not only does user-generated content
create free word-of-mouth advertising for
your brand, but it also gives you first-party
insight into the content and creatives that
generate interest and engagement among
your target audience.
PSSST...HERE’S A TIP:
To ensure that your site’s UGC is valuable
and high-quality, prompt users to
authenticate their identities before
posting or syndicating. This also enables
your brand to tie content creation
directly to revenue and other KPIs via
consumer identity.
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CREATIVE GUIDANCE
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In the days of Don Draper, advertisers would lock themselves in rooms for days struggling to create ad
copy and imagery that would spark an audience reaction. Of course, this strategy still exists today, but
with Facebook users alone sharing over 684k pieces of content every minute (Domo), today’s connected
consumers have made it infinitely easier to optimize your creative strategy.
Did a particular tweet get hundreds of retweets? Sponsor it. Are readers commenting like crazy on a
certain blog post? Turn the title into ad copy. Notice a new Instagram photo trending among your fan
base? There’s the visual for your next print campaign.
FOR EXAMPLE…
Remember the major sports and athletics organization that used look-alike targeting to
improve their CTR and CPC? This same organization turned to UGC to inform their ad
creatives by using the top socially shared images on their site as the main visuals in their
Facebook promotions!
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KEYWORD DISCOVERY
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By putting your brand and offerings into terms consumers are actually using, UGC also helps
advertisers reach desired audiences with a much more tactical and behind-the-scenes strategy: search
discovery.
Not only do customer comments and reviews help improve
searchability and organic ranking, but they also uncover new
keywords. These keywords can be bought and targeted
across channels to expand reach and boost discovery. Since
these keywords are often less intuitive, this UGC strategy
can also help lower the cost of paid search.
Websites that feature ratings and reviews typically experience a 10-20% increase in CTR on
search engine results pages (Inchoo).
29. The days of Don Draper and his “ad men” are far behind us - but modern
marketers are still struggling to implement the technology and strategies needed
to reach consumers with relevance across placements.
GIGYA.COM |
FROM MAD MEN
TO MAD SCIENTISTS
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We’ve covered how 1st party audience data can help your business increase ad revenue - now here’s a
definitive checklist to help you make the leap from “mad men” to “mad scientists:”
Implement Social Login to identify consumers at point of site entry
Aggregate all cross-channel consumer data into a single user database
Integrate this database with other 3rd-party marketing platforms
Tie all social profile and behavioral data to direct revenue and KPIs
Leverage user-generated content like comments, reviews and sharing