Addressable Campaigns: From Data Quality to Optimization

Kemal Bokhari pictured at topamp160left General Manager Data and Analytics DISH Media Sales and Allison Metcalfe top right General Manager LiveRamp TV take a look at this complex data issue from a right brain holistic thinking and imaginative approach or in this case data quality and a left brain analytical or methodical approach perspectiveamp160 We recently discussed how data optimization can provide a continuous and confident feedback loop for advertisers to utilize in strengthening their creative campaigns during a recent interviewCharlene Weisler amp160How are companies finding the right data to use and making sure it39s used correctly and to the greatest benefit Kemal Bokhari amp160DISH is data agnostic so we donamp8217t necessarily recommend that a client use a specific dataset amp160We find that many advertisers and agencies who come to us for addressable campaigns come with a target audience in mind andor their own dataset amp160I believe that there is really no such thing as amp8220the right datasetamp8221 amp160It all depends upon the specific goals of the campaign amp160We help our clients strategize and accomplish those goalsWeisler amp160Given all of the discussions about data and privacy today how do you protect the privacy of users while utilizing data to give them a better experienceAllison Metcalfe amp160To ensure privacy weamp160use privacy conscious deterministic onboarding like LiveRamp and only the highest quality data providers amp160LiveRamp had the first Chief Privacy Officer ever and we take this very seriously requiring all partners to go through an audit and annual audits thereafter to ensure that consumer privacy is being handled correctlyWeisler amp160What is the difference between firstparty data and thirdparty dataBokhari amp160Firstparty data is data that you own yourself where you have a direct relationship with that subscriber or customer amp160CRM data is considered to be firstparty data amp160Thirdparty data is the aggregator of firstparty datasets amp160They get a list of subscribers to target and then sell that to interested advertisersWeisler amp160If you had to explain the use of firstparty thirdparty and data privacy to your grandparents how would you do soMetcalfe amp160I would tell her that firstparty data is like Bloomingdales mailing you catalogues amp160You39ve given Bloomingdales your info and they have it to market to you amp160Thirdparty data is like Visa packaging up buying behavior into segments like quotdepartment store spendersquot amp160Data privacy is about making sure that both Bloomingdales and Visa are responsible with your data and don39t let it get to bad actorsamp160 I want to add that my grandma is an avid shopper so she will understand this explanationWeisler amp160How can these two types of datasets enhance each otherBokhari amp160We have advertisers that come to us with their own CRM data that they may want to match to demographic data and other targets amp160An example would be a credit card company that would want to contact existing cardholders for a new type of card and who live in a specific geographic zip code or DMA and earn a certain income level amp160That is where we could help them enhance their firstparty data with our thirdparty data to help them reach and hypertarget these consumersWeisler amp160How can data best be used for continuous ad campaign optimization amp160We all know that advertisers are using data to target but how are they using previous campaign measurement to influence the way they target the type of data they use etcBokhari amp160Everyone can use their CRM data to create a targeting file amp160They use thirdparty data to enhance their audienceamp160 They learn from previous experiences what has worked and what has not worked amp160What has worked can be used in the next iteration of studies and campaigns to get a bigger ROIMetcalfe amp160Many of LiveRamp39s brands are conducting closedloop measurement and are able to quite easily see how data has performed for their campaigns amp160Our most advanced advertisers are using multitouch attribution modeling andor data lakes so they can really analyze the impact of data on the customer journeyWeisler amp160What is the biggest pain point for addressable advertisers when using different data sets and how do you suggest avoiding itMetcalfe amp160I would say that the biggest pain point is probably scaling up a precise target to make sense for a TV ad campaign amp160They can conquer that problem by using trusted partners to onboard and model their audiencesWeisler amp160Where do you see the use of data in addressable going in the next three yearsBokhari amp160The only way is up amp160Advertisers will continue to use audiences in targeting amp160We expect this to expand and to be able to seamlessly target across platforms amp160TV and digital amp160We know from our experiences that when someone runs an addressable campaign they come back and do another amp160There is no waste and it is highly targetedMetcalfe amp160I see both growth and adoption as there are more and more addressable households and more inventory on a national scale to buyWeisleramp160 What do you see as the biggest reason for advertisers to start using data to target audiences through addressableMetcalfe amp160It is because addressable offers advertisers the best of precise ad targeting within a powerful brand advertising mediumFor more information please visit wwwDISHMediaSalescom Click the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers If you no longer wish to receive updates from DISH please click hereamp160

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Addressable Campaigns: From Data Quality to Optimization

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Charlene Weisler

Jon Miller | Cofounder Marketo, Engagio | The Gumball Machine is Broken - Rethinking B2B Marketing - By Mike Linton

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Addressable Campaigns: From Data Quality to Optimization

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Charlene Weisler

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