A CMO Briefing: Automated Intuition – Putting Big Participant Data Into Action

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A CMO Briefing: Automated Intuition – Putting Big Participant Data Into Action


Introduction “This is the year of breaking data out of the cloud.” Did you know we are creating over 2.5 quintillion bytes of data each day? 2.5 quintillion bytes of data. All this participant data—the sites we surf, products we buy, things we share, content we engage with—ends up in the cloud, coined “Big Data.” For the most part, Big Data hasn’t been actionable to search marketers. But now, search platforms, marketers and agencies are developing tools, capabilities and opportunities to activate Big Data, pulling it from the cloud to make it actionable, at scale, in an automated way. This is what we refer to as Automated Intuition. Using the mass of data being created to learn the best way to engage Participants, and make automated inferences in real-time to customize copy, ads, and experiences to participants, thus driving relevancy. The article sets out four new ways that search marketers can leverage Big Data at scale: (1) Google Enhanced Campaigns, (2) retargeting/remarketing, (3) personalization and (4) Twitter Keyword Targeting. The Participant Remember the scene in Minority Report where Tom cruise walked into a mall and a Gap ad scanned his retina, personalizing a custom message: “Hey Tom, how’d those assorted tank tops work out for you?” This is the application of Big Data for retail—customized ads at scale, by intent, across devices, in real-time that better connect with participants. Google Enhanced Campaigns How can search marketers leverage Big Data to create more relevant experiences? They can start by creating fluid, non-siloed, experiences across devices. For years, marketers have been managing campaigns separately by device. Meanwhile, Participants have been moving fluidly across devices. As our industry recognizes the increasing demand participants raise for a connected experience. Just look at some of the 2013 CES headlines: Mobility and Connectivity, CES 2013 Champions, Connectivity and Content Steal the Show, and Connectivity Is King: A Recap of CES 2013. Now, search marketers can respond to this demand via the new Google Enhanced Campaigns. Google Enhanced Campaigns enables marketers to manage devices as fluidly connected. AdWords will now be designed to manage hybrid desktop and mobile campaigns per context (intent), not per device. In other words, we can now more easily use little pieces of big participant data—time of day, device, location—to make real-time automated inferences, at scale, into what search experience may be most relevant for the searcher. For instance, a searcher on a phone near a store during business hours requires a much different search experience than a searcher on a laptop at night. Retargeting/Remarketing Through retargeting, marketers can make automated inferences to engage specific participants that have already visited their website for a purchase, put an item in their shopping cart or engaged with them in another capacity. Additionally, Emerging search capabilities soon coming out of beta enable advertisers to customize bids, copy and landing pages for searchers cookied on the advertiser’s site. In Social, Facebook Ad Exchange (FBX) enables advertisers to reach users based on their prior touch points. Not to be out done, Twitter will eventually launch an FBX-Like Retargeting Ad Exchange (launch date not yet released) Mass Personalization In 2012, Google unified its Privacy Policy to allow permission to share valuable user data across all Google services. With this change, Google+ offers participants an option to seamlessly tie their online experiences—giving them what they ultimately seek, connectivity. As you can see in the image below, the participant can link their music tastes, Quora questions and Facebook preferences into one unified experience. Automated Intuition 1   This opens up multiple opportunities for Google to enhance ad relevancy by developing a deeper understanding of participant needs and wants through the actions they take across a wider online spectrum—all Google properties. This will enable advertisers to better customize ads and search listings to each individual user at scale, in an automated way, across Google properties. Twitter Timeline Keyword Targeting The last new opportunity around Automated Intuition that we’ll discuss is a new opportunity through Twitter’s Promoted Tweets called Timeline Keyword Targeting. This new capability creates “real-time” targeting for advertisers, similar to traditional paid search ads on search engines or content networks. Advertisers can now bid to serve ads (Promoted Tweets) to users based on keywords within those users’ tweets. Promoted Tweets appear to users within minutes of the user tweeting or engaging with a tweet about a certain keyword/topic:

Automated Intuition 2

  To date, social networks have given advertisers the opportunity to target users based on audience profiles or actions. Twitter now offers its first opportunity, outside of Twitter Search, to target users based on expressed intent. Keyword Targeting could be a powerful tool for brands seeking to reach users in the moment they’re thinking about a brand/product, or even when they’re at a brand’s location. The ability to target ads to users when they are tweeting about their Saturday shopping plans or sharing their car buying experience enables advertisers to create highly relevant ads with perfect timing, using data provided by participants in an automated way. Keyword Targeting can also be a particularly effective tactic for local and mobile marketers. For instance, a person who sends a tweet from their phone looking for the best New York pizza for lunch could now be targeted with a Promoted Tweet in real-time from a near-by pizza place. As marketers have more opportunity to put big participant data into action, they can create more relevant experiences for searchers and social users, in real-time. Relevancy not only results in more clicks, leads and conversions, but it also rewards advertisers with lower costs.


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