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Data Augmented Reality

Connected life

Data Augmented Reality

Connected to social network

Data Augmented Reality

Connected media

Data Augmented Reality

Connected touchpoints

Data Augmented Reality

Connected mobility

Data Augmented Reality

Connected consumer journey

How to reinvent the connections to consumers

in a data driven world ?

Is it all about algorithm now?CONTENT as a Consumer Engagement catalyst

Is it all about

algorithms now?

2MV Data Consulting

Data Driven Meaningful Connection Planning

MEANINGFUL

CONNECTIONS

PLANNING

ARE FUELED BY DATA, INSIGHTS & ROI-DRIVEN

PROVIDE PERSONAL & COLLECTIVE VALUE

SHARE A BRAND STORY

CONNECT EXPERIENCES ACROSS ALL PLATFORMS

IGNITE CONVERSATION & ACTION

NOS BEST

CASES

MODELISATION

FRANCE

15 mai 2014

NOTRE AMBITION

Analyser et piloter la data au

bénéfice d’une meilleure

efficacité media marketing et

pour une croissance

organique des marques

EN 1 AN….

30 projets de modélisation

2000 modèles développés

8% de gain de ROI media après un projet de modélisation

LA MODELISATION ECONOMETRIQUE

Ventes ou

trafic

Campagnes

média image

Variations du

niveau des

prix relatifsProspectus/

catalogues

Temps forts

promotionnels

Saisonnalité:

jours fériés,

vacances

scolaires,

climat…

Média

concurrents

Promotions

concurrentes

Campagnes

média promo

Facteurs internesFacteurs externes

De multiples facteurs externes ou internes influencent les ventes ou le trafic, vers une marque ou une enseigne

Tous ces facteurs interviennent simultanément

Cela rend délicat l’identification des rapports de cause à effet entre chaque facteur individuel et les ventes

La modélisation permet de quantifier l’influence de chaque facteur et la manière dont il agit dans le temps

UNE APPROCHE STATISTIQUE AUX CONCLUSIONS OPÉRATIONNELLES

Offre

Saisonnalité

Contexte

économique

Actions concurrentes

Calendrier

=ƒVentes

Décomposition des ventes

par type d’effets

Réponse ventes

aux investissements

Media

Promo

Noto / image

RP, events

Données sociales,

e reputation

WHEN DATA MEETSPROGRAMMATIC BUYING !

Purchases and Sales of Advertising placement are now done directly via electronic market place :

The Ad Exchanges

AdvertisersAd

Exchange Publishers

+9 billion impressions exchanged by month in Belgium

Single Buying Ad : We buy an AUDIENCE instead of an impression

Supply and demand are managed in Real Time (RTB)

A deep mutation of Online Advertising

Programmatic Buying

We still talk about media, but the AUDIENCE has taken the lead !

Classic Display Programmatic Buying

Real Time Bidding

1. User visitsa webpage

2. Theimpression is

auctionned

3. Buyersplace a bid

4. The highestbid “wins” the

impression

5. User seesthe ad

20 MILLISECONDS

A technologic revolution for serving The Media Buying

ReachThe right audience

At the right

moment

At the right price

With the right

creative

Main objective of an Advertising message is to reach the right audience.

LESS WASTE !

BEST ROI!

The gainful impression & the 4 R…A new vision:

WHAT WE CAN DO WITHDATA !

Improve your targeting : use DATA

Socio-

demographic Behavioural Contextual

interest

Define the marketing and media target audience

The main objective of broadcasting for an advertiser is finding

its audience, not a support !

3rd party data (external providers)1st party

data2nd party

data

Advertisers

dataPublishers

data

DataImprove your advertising effectiveness and maximize your reach with

useful target

DemographicAge, gender

With Child

Urban / non urban

Household revenue

Social Class 1-8

Contextual /

EnvironmentalTopic – Category

IP, browser

CompartmentalInterest et lifestyle

Listening to, fan of, amateur of

Intention basedLooking for a product

Having purchased and ready to buy

again

GeolocatedCountry, region, department, city,

Size of cities

SocialBloggers, influencers

DataImprove your advertising effectiveness and maximize your reach with

useful target

Adverification

technology

Double

Verification of

exact

broadcasting

frame

Powered by

Data

integration

Ability to

integrate Data

from all

parties using

Artemis

exclusive

capabilities

User data

protection

Compliant

with the latest

legislation for

cookies and

user

protection

Advanced

targeting

Contextual

Demographic

Geographic

Behavioural

Device

...

Ad’hoc

creative

optimisation

Serve the right

message

based on user

segmentation

Aided by the best technologies

CONCLUSION

Data empowers programmatic buying !

The best data is yours.

Our goal is to optimise your ROI.

We need your help to do so !

Multiple the TV effect by data

Yesterday

- 1.500 households

Today

Synchronisation

The SRP in television buying

Buying optimization Sponsoring evaluation

The SRP in sponsoring

De Nacht van vs Wauter vs Waes

+36%

De Nacht van vs The Voice

+70%

The SRP in television buying(illustration)

Engagement Zapping

Productivity +50%

Synchronisation TV & online

Principle of synchronisation

or/& or/&

Pre-roll Rich Media Display

Measurement of television

Concretely

During ± 15 minutes after TV diffusion

Increase by +25%* power of TV spots in awareness***Important: media objectives and creation must be on the same line***

Based on ClickOn data in France

Measurement of television

Concretely

During ± 15 minutes after TV diffusion

OR/&

Synchronization in TV buying

Future

TV

Contexte

Impressions

Clicks

Challenge for tomorrow

Synchronisation

15 % des entreprises jugent posséder capacités de stockage et personnel qualifié pour traiter la data

71 % estiment être loin du compte

50 % des responsables marketing jugent que la data est l’actif le plus mal utilisé

10 % se servent systématiquement des données pour définir leurs stratégies commerciales

Source : CMO Council SAS mars 2013

JURASSIC DATA

2MV DATA CONSULTING DATA ROOM

GODZILLALGORITHME

THANK YOU#DATA #MEDIA #DDOG

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