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PARAMOUNT RESEARCH PROJECT

Shift From Big Data Into Smart Data
by

Lauren Wingard

on 10 March 2014

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Transcript of PARAMOUNT RESEARCH PROJECT

2

1. DEMOGRAPHICS
LET'S TAKE A DIVE INTO

DATA MINING & HOW

PARAMOUNT CAN USE

BIG DATA...


LET'S MEET
SEAN!

Male
28
Single
Lives in Hermosa Beach
2. PSYCOGRAPHICS
Sports Attorney
24- Hour Fitness member
Surfs FEARnet & ESPN
Loves the Paranormal franchise
Plays Call of Duty
WHAT IS DATA MINING?
Clearly, there has been a shift in the ability to gather more big data...
BUT HOW?
TECHNOLOGY
is advancing

Consumers can be reached/ advertised to beyond the desktop
HOW IS THIS BIG DATA COLLECTED?
DATA MINERS/ PROVIDERS
Through...
SOME KEY DATA PROVIDERS IN THE SPACE:
Data led to 3 key insights
WHAT

Content based on the most popular genre
WHEN

Ability to consume content on their OWN SCHEDULE
HOW

Ability to watch AS MANY EPISODES AS THEY WANT in one viewing session

How do these platforms collect data?
The Process:
What kind of data do data miners collect?
DEMOGRAPHICS & PSYCHOGRAPHICS
Sean visits FEARnet and a data Provider (Acxiom) imbeds a cookie on his browser
SPOTLIGHT ON ACXIOM
But how do marketers leverage this data?
WHO ARE SOME KEY PLAYERS IN THE SPACE?
The Process:

DSPs are the MIDDLE MEN

SPOTLIGHT ON
TURN
Currently, we are buying media directly from publishers
SUCCESS STORY #1:
DATA

Via data mining, Netflix gained insight into content they knew their audiences would like
$
But Was it Successful?
...YES!

Gained 3MM subscribers
11% of subscribers have watched at least 1 episode
(2013)
TURNING BIG DATA
SMART DATA WE CAN USE
THERE ARE
TYPES
OF (BIG)

DATA TARGETING:
Data Management Platforms
(DMP)s
Platforms that MINE, TRACK & MANAGE data that can be used in marketing campaigns to target consumer segments
RETARGETING
Purchase History
Category Intent
Gender
Site Visits
Geography
Income
Family Status
Social Graph
Acxiom tracks his web activity
Sean visits Fandango & Acxiom flags him as a MOVIEGOER
Based on his propensity
Sean is grouped into the HORROR FAN category
Key tools:
Multichannel marketing
Partnerships:

1,200
Scale:
data records/month
Integrate

4 billion+
customer records/day
outsourcing partners
More than

Partner Ecosytem
Audience Operating System (AOS)
Update
32 billion+
Provides a tool that works w/ different partner sites (like FEARnet) to track users' purchase funnel (ending in TICKETING)

PURCHASE FUNNEL TRACKING :
One tool that allows Acxiom to stand out is its offer on
DSPs
DATA SERVICE PROVIDERS
(DSP)s
Platforms that provide advertisers w/ the ability to more specifically target consumer segments in their marketing campaigns

Data Miners provide (BIG) data
DSPs leverage (big) data into
SMART data

Scale:

Partnerships:
Utilize key DASs to broaden their reach
Key Tools:
Mobile Targeting

Campaign Suite
Audience Suite
1 trillion
ad opportunities/month
data points
2K+
If Sean visits Fearnet, but does NOT engage w/ the ad

LET'S LOOK AT HOW ABC LEVERAGED RETARGETING TO IMPROVE THE SUCCESS OF THEIR MARKETING CAMPAIGN
DEPARTMENT STORE
Mirror offline direct mail campaigns to acqure new customers
PARTNER ECOSYSTEM
(A 1-to-1 tool)
A platform that allow adervtisers to target individuals DIRECTLY on sites using
COOKIE TRACKING

What were the results?
Drove in $20M in-store sales & $2.5 in online sales
4:1 return ad spend for online campaign
SUCCESS STORY #2:
ABC's SPLASH
DSP:
Campaign objective
What Turn tool was used?
What were the results?
Target frequent viewers of Prime Time Reality TV to increase viewer tune- in of their upcoming reality show, Splash
partnered w/
Datalogix found "frequent viewers" of Prime Time Reality TV & SEGMENTED them into GEO- TARGETABLE markets
SUCCESS STORY #2:
INTEL
partnered w/
How do YOU feel about data mining & retargeting?
Is it an invasion of YOUR privacy?
The Studio's Legal Perspective:
Currently NO federal "do not track me" laws
Feel PRESSURE from the Digital Advertising Alliance (DAA) to place logo on ads to show consumers when advertisers are using tracking
Near future: Marketplace (browsers) will create options so users can have privacy
BUT WHAT DOES THIS MEAN FOR PARAMOUNT?
Although Paramount is not going to restructure our entire marketing campaigns to center around data mining- AUDIENCE RETARGETING should be an integral part
KEY INSIGHTS:
Think broader & include retargeting across ALL PLATFORMS
Tailor MESSAGE to each target segment so that ads feel more ORGANIC
Applicable film:
LET'S TAKE A LOOK AT HOW THESE MARKETING STRATEGIES COULD BE USED TO PROMOTE UPCOMING FILMS...
Data Miner/ DSP:
Tool:
DLX TV
Execution:
Leverage Turn's partnership w/ DATALOGIX to target fans who watch NICKOLODEON's TNMT show & target through online ads
Leverage fans' own social networks to expand reach
Applicable film:
Data Miner:
Tool:
Partner Ecosystem
Execution:
Leverage cable & social data to target fans who watch MTV reality prank shows & retarget them through online
social ads during
release weekend
Applicable film:
DSP:
Tool:
MobileSTAT
Execution:
Use this monthly glance into targeting& audience trends to target gamers by creating a full-branded game
CONTENT FOR THE PEOPLE
LIMITATIONS
Targeting consumers on the SURFACE

= unaware of their BRAND ALIGNMENT
Targeting on a DEEPER level

= Creating more ORGANIC alignment w/ the user
OPPORTUNITIES
Because users are even more connected, this allows for more opportunities to collect big data
As Data Miners start collecting more & more data, there are more opportunities for marketers
Typically Data miners sell to...
*unlike data mining platforms, DSPs do not OWN data

BUT HOW DOES THIS EFFECT CONSUMERS?
So they created...
The process of extracting information (big data) & transforming it into TARGETABLE points (smart data) that companies (Paramount) can leverage for marketing campaigns
Inventory across best-of-breed sites
Ability to reach users wherever they are

TURN reaches customers across all platforms:
X
TURN (using Acxiom data), will serve him a NEW TARGETED ad
LANDSCAPE
Marketers leverage this data to effectively
reach their
TARGET audience

Of those who were exposed to targeting, 7% more tuned- in
THANK YOU!
* Allows data (creative) to be targeted & optimized in REAL- TIME
Full transcript