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1. Digital Marketing Webinar
Data Driven Digital Marketing
Apr 2, 2014 | Manish Vij (Founder, SVUG)
www.digitalvidya.com

2. Data Driven Digital Marketing
April 4, 2014

3. AGENDA
1. What is data driven digital marketing?
2. How can an organization use 1st/3rd party data to fine-
tune their digital marketing campaigns?
3. How can data driven digital campaigns impact an
organization’s revenue goals?
4. What are the latest trends in data-driven marketing-
navigating the complex world of Big Data?
5. What are the best practices for targeting and retargeting
ads and fine-tuning segmentation strategies?
6. How to be cognizant of the latest privacy regulations?

4. Data Targeted Advertising
ONLINE
AUDIENCE
Data
Aggregation
Data Point 1
Data Point 2
Data Point 3
Data Point 4
Data
Management
Platform
(DMP)
Data
Analysis
Trait 1
Trait 2
Trait 3
Trait 4
cookies
classified
into
Segments
classified as
Intent
Interest
Descriptors
available
via
connected to
Multiple browsing behavior data points
captured from various sources
Data collected and analyzed to allow effective
classification of audience cookies
Cookies assigned to various usable segments, e.g. New
readers, Auto Interest/Intent etc.
RTB inventory used to
run campaigns against
relevant audience
segments available via
DSPs

5. Look Alike Modeling
People who
click on an Ad
PrecisionMatch 3rd
Party Data Set
Converting
Audiences
People who
look like
Converting
Audiences

6. CASE STUDY – LOOK-ALIKE MODELLING
AUDIENCE DATA EXTENSION – POLITICAL PARTY

7. Data Seen on Platform
• Overall trend of the Party’s website users as seen on DMP from 14-Jan onwards

8. Data Seen on Platform
• Multiple attributes (e.g. PageType) captured for analysis

9. Sample Audience Profile
• Based on analysis of the sample group, following are their
interests/profile –
– Microblogging users (e.g. Twitter)
– Social Media users and followers
– Financial Enthusiasts
– Brand followers on blogging sites
– Technology savvy (smartphones, tablets etc.)
– Value seekers (e.g. Couponing Website visitors)
– News Shows Enthusiasts
– Travel Intenders
– Online Shoppers
– …
• A number of these profiles would be receptive to the Party’s
core messages of growth and anti-corruption

10. Power of Look Alike Modeling
• The visitors that come to the Party’s website are a
relatively small %age of the overall internet user
population
• While retargeting of these users can continuously
engage them, look alike modeling can find other similar
users at scale that have not visited the Party’s websites
• Targeting these users should increase effectiveness of
the Party’s campaigns since these users have similar
issues and profiles as the Party’s site’s current visitors

11. Look Alike Model
13.6M new
potential
recipients at
82%
Accuracy!
*Based on sample size
of just about 77k from
the Party’s website

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