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PARAMOUNT RESEARCH PROJECT
Transcript of PARAMOUNT RESEARCH PROJECT
LET'S TAKE A DIVE INTO
DATA MINING & HOW
PARAMOUNT CAN USE
Lives in Hermosa Beach
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...
Consumers can be reached/ advertised to beyond the desktop
HOW IS THIS BIG DATA COLLECTED?
DATA MINERS/ PROVIDERS
SOME KEY DATA PROVIDERS IN THE SPACE:
Data led to 3 key insights
Content based on the most popular genre
Ability to consume content on their OWN SCHEDULE
Ability to watch AS MANY EPISODES AS THEY WANT in one viewing session
How do these platforms collect data?
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?
DSPs are the MIDDLE MEN
Currently, we are buying media directly from publishers
SUCCESS STORY #1:
Via data mining, Netflix gained insight into content they knew their audiences would like
But Was it Successful?
Gained 3MM subscribers
11% of subscribers have watched at least 1 episode
TURNING BIG DATA
SMART DATA WE CAN USE
Data Management Platforms
Platforms that MINE, TRACK & MANAGE data that can be used in marketing campaigns to target consumer segments
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
Audience Operating System (AOS)
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
DATA SERVICE PROVIDERS
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
Utilize key DASs to broaden their reach
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
Mirror offline direct mail campaigns to acqure new customers
(A 1-to-1 tool)
A platform that allow adervtisers to target individuals DIRECTLY on sites using
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:
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
Datalogix found "frequent viewers" of Prime Time Reality TV & SEGMENTED them into GEO- TARGETABLE markets
SUCCESS STORY #2:
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
Think broader & include retargeting across ALL PLATFORMS
Tailor MESSAGE to each target segment so that ads feel more ORGANIC
LET'S TAKE A LOOK AT HOW THESE MARKETING STRATEGIES COULD BE USED TO PROMOTE UPCOMING FILMS...
Data Miner/ DSP:
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
Leverage cable & social data to target fans who watch MTV reality prank shows & retarget them through online
social ads during
Use this monthly glance into targeting& audience trends to target gamers by creating a full-branded game
CONTENT FOR THE PEOPLE
Targeting consumers on the SURFACE
= unaware of their BRAND ALIGNMENT
Targeting on a DEEPER level
= Creating more ORGANIC alignment w/ the user
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:
TURN (using Acxiom data), will serve him a NEW TARGETED ad
Marketers leverage this data to effectively
Of those who were exposed to targeting, 7% more tuned- in
* Allows data (creative) to be targeted & optimized in REAL- TIME