This presentation was shared on PAS Digital Marketing Conference "Dig-It 2.0" Session name: Marketing Analytics Presentation:How Brands can use audience data to increase ROI Speaker: Brendon Ogilvy, Regional MD, Effective Measure

1. How Brands can use audience data to
increase ROI
Presented to Digit
October 2013

2. Launched in 32 countries, served over 2,000 Publishers, Ad
Networks, Media Agencies, Advertisers, Researchers…
Multi National Advertisers & Agencies
Local Journalism & Content
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3. …offering behavioural, contextual, demographic and
psychographic attributes from over 850 million profiles…
33 million
profiles in the
rest of the
World
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4. And here’s what we know about Pakistan
16.4 million
unique
browsers
5.24 average
visit duration
79.6 million
sessions
245 million
pageviews
1.45 average
page duration
September 2013 EM Dashboard for Pakistan
3.08 average
pageviews per
session
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5. And here’s what we know about Pakistan
Female
Other
Unemployed
Housewife/husband
Retired
Full time student
Farmer/agricultural worker
Standard worker
Sales and Customer Service
Personal Service
Executive / Other White Collar
Skilled Trade
Administrative and Secretarial
Associate Professional and…
Professional
Middle manager
Senior manager
Director, CEO, COO, CFO, Larg…
Male
0%
20%
40%
60%
80% 100%
60+
55-59
50-54
45-49
40-44
35-39
30-34
0%
25-29
5%
10%
15%
20%
25%
20-24
18-19
15-17
0%
5%
10%
15%
20%
September 2013 EM Dashboard for Pakistan
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6. And here’s what we know about Pakistan
University or other Tertiary Postgraduate
People in household
University or other Tertiary (Under)graduate
8 or more
Technical College
7
6
Trade School
5
Secondary
4
3
Primary
2
1
No formal education
0%
5% 10% 15% 20% 25% 30% 35% 40% 45%
0%
5%
10%
15%
20%
25%
Credit Card Ownership
Mobile Internet Users
None
Female
4
3
2
Male
1
0%
20%
40%
60%
80%
100%
September 2013 EM Dashboard for Pakistan
0%
20%
40%
60%
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80%
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7. What is advertising?
In essence, reaching an audience with a pervasive message to achieve
certain goals
• The basic principles remain the same whether it is online or offline
• In order to achieve your marketing goals you need reliable data
• This data tells you where best to reach your intended audiences
• Nothing new about this…
• But it is new to online in Pakistan
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8. Brands need an open data platform to account for all
online consumer behaviour.
Page & Ad Tags
360° view of the consumer
Access Location
Online Surveys
Device Type
Purchase Intent
Which facilitates a
simple, single view of the
market, pre and post
buy, fuelling growth in online
advertising.
Community
Online Panels
Demographics
Interests & Behaviours
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9. In a single dashboard, we aggregate all the data your brand
needs to better understand your digital audiences…
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10. The data enables you to view the total market
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11. The data enables you to inspect an audience at a
publication level
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13. EM gives you the permission to share this document
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15. The data allows your marketing teams and agency to plan
and target your ideal digital consumers
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16. The data allows you to see who’s browsing your own site
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17. Using the same data to also view those who engage with
your digital destinations…understand who they are…
Air Asia
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18. The data enables you to understand campaign success…
What percentage of impressions were on and
off Target Market?
What percentage of impressions were viewed
on mobiles and desktops?
19%
37%
63%
81%
On
Off
Desktops
Mobiles
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19. …by measuring your Campaigns reach to your desired
Target Market in familiar terms…Gross Ratings Points
Reach
X
Frequency
=
Digital GRP
(Gross Rating Points)
0%
Reach
How many times was the
ad seen?
1, 2, 3,
100%
Reach
4
260
Your ad was
exposed to
65%
of your target
market
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20. Validating and benchmarking your Campaigns Impact is
crucial to showcasing the power of digital…
Campaign Impact presents the differences of those who saw my campaign and
those that did not
What did those
who did see
the campaign
have to say?
NOT
EXPOSED
EXPOSED
What did those
who did not
see the
campaign
have to say?
Please note: Campaign Impact reports are based on having 150 people exposed in the target market and 150 people who
have not been exposed in the target-market.
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21. …by Demonstrating cut through and continual positive
shifts, Campaign to Campaign, Brand to Brand.
“Have you seen
the ad?”
Recall
“What did the ad
convey about the
product?”
Familiarity
Recommendation
Consideration
Social Lift
“Will you
buy/recommend?”
Brand Health
“Are you currently
using a this
product or a
similar product?
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22. …while demonstrating Campaign cut through and positive
shifts for each and every campaign…
Credit Card
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23. In Summary, the data provides…
1
2
Is the most
comprehensive
planning tool to
help you find
your consumers
online.
3
With rich data to
help you know
who is engaging
with yours and
your competitors
Digital
Destinations.
4
Coupled with
Campaign
Validation to a
Target Market
and reports in
familiar
Terms, Digital
GRP.
Linked to
Campaign
research to
help Showcase
the Power of
Digital at
shifting
sentiment and
behaviour.
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24. Thank you
For using Effective Measure Data in the future!