CTRL + ALT + DEL: Taking data back to basics
Julie Jeancolas, Head of Agencies & Media Buying Solutions at Google UK, looks at how people are expecting brands to collect and use their data on two conditions; that you still give them control over sharing their data and you also deliver them value through marketing.
Knowing where people are likely to be, who they are and their passions is far better than guess work data trying to mimic the population. People now use on average 4.5 technology platforms – this means lots of productivity and efficiency and by putting data in front of people via these platforms we can enhance their lives. The power of data can be simplified, to enrich user experiences and outcomes.
Julie: Hi, everyone. How is the energy in the room? Good? Caffeined up? Great. So Rob asked me to come here to talk to you about data activation and integration. And we all know that data is the new oil and it's brand's most valuable asset. Unfortunately, I think data remained under-utilised. And there is a reason for that. And I think it's because we made it really complex, we put tech, you know, ahead of the conversation. And so what I propose we do for the next 30 minutes is press Ctrl, Alt, Delete, which we do when, you know, the screen freezes, and we go on a journey back to basics.
So this is a quote from Tom Knighton, who was head of the customer experience practice at a consulting firm called Forum. Guess what? That quote was from...it's actually from 2001, right? And it's only now that leading companies realise that they are, and understand that they are, in the customer experience business. And they realise that what they deliver, the products they deliver are as important as how they deliver this product. And so, you know, if you look at Amazon, for example, it's the leading retail company in the UK at the moment, because they manage to really couple, you know, put the customer at the centre while leveraging data and technology. And these leading companies are the ones driving competitive advantage.
So if we take this back to advertising, what does it mean? Delivering exceptional customer experiences means delivering and generating and building those highly connected consumer journeys. Now, how do we do that? To deliver those journeys, we need to have a deep understanding of consumers. And we need to really understand data. Now fortunately, data is not something that we're lacking of. If you look at the Internet Minute and the amount of data that's generated, it's quite incredible. And you all know this number, so I won't dwell too much on this. But this consumer data trail will only get longer and longer with the proliferation of those data generators.
You know, we generally think of PC, of mobile, of tablets, but there are all those emerging sources of data. Wearables, fitness bands, or I don't know if you noticed, but Visa released this new payment ring at the Olympic Games, right? So all the [inaudible 00:02:39] or athletes had this ring to pay. They wore these contactless rings that they could use to pay around the village. The Samsung fridge that track your grocery consumption. An in the future, self-driving car, for example, right? They will know exactly what radio station you are listening to. They will send you directly on the dashboard certain driving recommendation based on the situation you are in.
So for me, what's exciting, it's not so much how much data is there, but it's because it's the consumer now is willing to share that data with us. They're actually expecting brands to collect that data, gather this data, and leverage it on two conditions. The first one is that you still give them control over their data. And the second one is that you deliver value to them in exchange. Values through products, values through services, and through marketing. Actually 40% of the UK population is happy to receive targeted messages. So whether it's, you know, musical recommendation from Apple Music, from Google Play. You know, the £50 voucher you get at the end of the week on your Nectar card or Tesco card, energy savings, you know, you get from Nest, or the peace of mind you get from a company like [inaudible 00:04:03], which basically tell you when the back door has been opened or when your kids have been back from school, because you've put all these detectors around the house.
So the data, we have it, we have a lot of them. We know everything about consumer. We know who they are, we know what they want, their passion points. We know where they are, we know where they are likely to be, as well. And it's real-time data. And from my point of view, you know, this is far better than a 5,000-people panel trying to mimic a 65 million population. And, you know, for me it's exciting, and I think, you know, you should be excited as well. But I understand that it could be a bit overwhelming. And in those moments of panic, what we usually do, we turn to technology, right? And we say, "I need a DMP," thinking that's going to be the magic wand that's going to sort out all our problems, this ticket to success when it comes to data activation.
Now, don't get me wrong. I think, you know, DMPs are very important and very important piece of tech that give, bring you lots of insight, but to set up your data activation for success, what we need to do is to make those three commodities work well together. Why? We need to make people, data and tech work together. And where you want to be is right in the middle. That's where those three commodities work in harmony. Now, if we are going to look at the intersection, because company can be good at one or the other, but it's at the intersection that it really matter.
So let's look at people and technology. And I'm going to bring you back to the 1990s. Imagine when someone put this machine for the first time on your desk. Nigel, if you can launch the video. Crazy thing happened, right? Now, we can fast forward this to today. There are still challenges between people and technology. So sorry, that's going to be in German. Go.
Julie: Okay. So if we take this back to the workplace, right? I think we can all use email and Excel, and some of us can actually do coding. But when it comes to advertising tech, when we look at our last BCG studies, we use on average 4.5 tech platform, right? And what does it mean? That means broken workflows and loss of productivities. And we quantify this, right? The BCG study says that your company could be 33% more efficient if you are going to use a unified stack.
So let's look at now the intersection between people and data. And this is where we're going to look at how, by putting the data in the hands of customers or people, we can really enhance their lives. So if we take Uber, for example, I would argue that the success of Uber is not so much due to the competitive fare that they're offering consumer, but more about the data they give you. Where's the car? How many would be? Who is the driver? What does he look like? Is he scary? How many ratings does he have? The license plate?
Another example, KeepTruckin. KeepTruckin is a company in the U.S. that really strives to drive efficiencies of the truck industry in the U.S. So what they've done is they've given smartphones to their drivers, who can now organise and submit their logs through the smartphone. So fleet manager can then locate the driver, understand the capacity left in each vehicle, and then reorganise the pickup. So, you know, those two examples...I mean, there are many others, but it shows how, you know, they use data to deliver better experiences, service and result.
So if we take this back to advertising. Let's take search. Raise your hand if you do search. Right. Okay. Keep your hands up. Keep your hands up if it's your biggest digital budget. Wow, I'm surprised. Keep your hands up if you're using your search insight to power your display and video campaign. Wow! Well, there's a lot of work to be done here, right? That was search remarketing, by the way. Yeah, search [inaudible 00:09:30] remarketing. There are a lot of examples like that, right? I'm sure Charlotte will agree with me but, are you retargeting people who are visiting your YouTube channel? Right? Yes, Gavin, of course you are.
Another example, analytics. You know, are you trying to really analyse behaviour on your website? You know, the behaviour of your customers? Your most loyal customer, and then try to retarget these people in your video or display campaign. So this sharing of this data across platform, across team is crucial. And, you know, again, we quantify this with BCG, that can drive on average 32% in improvements in the effectiveness of your campaign. And actually, we had case study where it was up to 50%.
And then the last intersection, which is the most interesting, which is data and tech. And what we are talking about here is automation. I think you all know that in 2014, Google bought DeepMind, an artificial intelligence company. And earlier this year, I think it was in March, AlphaGo, which is a computer program designed by DeepMind took on Lee Sedol in a game of Go. Now, Lee is a world champion, right? And AlphaGo won. But interesting here is that...I don't know if you've played Go before, but the rules are really simple, right? It's a very simple game to play, but the complexity comes from the number of positions on the board, right? There are as many positions possible as atoms in the universe. I think for every position, there are approximately 20 moves for chess but 200 for Go. So you can imagine it's quite a lot. So if you ask a player of Go, and ask him, "Why did you do this move?" He would respond by saying, "It's just an intuition. It's just my feeling." That's why Go is a very good test for the intelligence of computer, and we call Go the Holy Grail of artificial intelligence.
So if you take this back to advertising, DoubleClick Search, a piece of our technology stack, has basically developed, used machine learning to enhance the prediction engine, right? And so if you take Nike as an example in that keyword that was in the search campaign, unfortunately only delivered three clicks, and zero sales. So if I ask you, "Are you going to carry on bidding on that keyword, what would you say? No, right? Makes no sense. Mathematically, makes no sense. Now, we don't have enough information in order to make that decision. That's where machine intelligence come in. And what we do, we break these keywords into features, right? And behind each feature, there is a much larger data set. It's large enough so we can make decision on it, but it's too large for a human being to compute.
So if we take this example. We have first feature, which is a landing page, second one word order, and the third one, account structure. And you look at the keywords that are linking to same landing page as Black Nike Fusion Shoes, and see how they perform. And after doing all this work, we realise that this keyword is actually potentially a winner for us, because it could drive a conversion rate of 6.4% rather than 0%, right? Now, in that case, what you would do, you would actually increase your bid to €1.5. And the data set update constantly, and the machine learning update every five minutes, to ensure that your position is always the best position available. Right? So this is basically the intersection of data and tech.
So to summarise, you know, making people, data and tech together sets yourself up for success to drive your data activation strategy. One, adopt a unified tech platform that enables you to have seamless workflow, drive efficiencies, and concentrate on value add activities. Secondly, own your data breaks the silos and enables the sharing across platform and across teams, because very often, you know, the search team doesn't sit with your display team. And that's why none of you are doing it potentially.
And the third one is use the power of automation and machine learning. That's going to help you to drive performance at scale. Now, you know, this is early days. It's available in DoubleClick Search, and it's coming to other of our product, but this is something that will be big in 2017. In a way, this is the promise behind the DoubleClick stack, right? To help you and enable you reach this harmony between tech, data and people, so then you can concentrate on delivering the right message to the right people at the right time.
So now I'm going to show you a couple of case studies of our customers who have basically managed to successfully deploy their data strategy on our platform. The first one is a case study by Maybelline, who basically is going to show you how they've done personalised marketing at scale, taking insights from their search ad, their video ads, and make decisions on what sort of content they were going to produce and put in front of consumers on different device at different stage of the purchase funnel. So Nigel, can you play this video.
Man 2: We want to prove the full value of programmatic marketing. That meant looking at looking at two KPIs, increase the cost efficiency, and increase consumer engagement and relevancy.
Woman 2: For me, a programmatic campaign is a campaign that makes best use of technology. It captures the right type of data, and uses that through the whole consumer journey.
Man 2: So we got a lot of insights from the Google Search reports. People are not just looking for trendy brows, or brows they like, but they are really looking for problems that are having with the brow. We really used this information to create a content based on these insights.
Woman 2: So what we did with this brow campaign is look at every stage of the funnel, and see how we could activate programmatic for each stage.
Man 2: Step one is about awareness. We used the commercial of Maybelline brow to broadcast this to different audiences. We remarket to people who have completely viewed the video. We identified three different audiences to target. The functional user, the trend user and the makeup user. Step three is the brows video, the place where all the information of how-to videos, tips and tricks, and also how to select the right colour. And based on the clicking behaviour of the consumer, we identify which product fits her best. We want to show her that you can easily buy the same product online. She will probably see one of two banners with a message that you can buy directly with a discount online. They've landed on the website, and hopefully they are now going to buy the product.
We started off this partnership with [inaudible 00:17:00] to exchange data, so we can really learn from the online beauty purchasing behaviour of our consumer. If someone bought a product, you want to also show her how to use it properly, so we added info cards in the YouTube video. One led back to the brow studio, with tips and tricks, and the second led back to the product page, where people can leave a review once they're satisfied with their purchase.
Woman 2: So the great thing about Google and DoubleClick is they have a very integrated technology stack. The support is great as well, so they really helped us to build the best campaigns. We should never be afraid to test and to change, because only in that way we'll be able to get the best out of the technology.
Man 2: The first results are very optimistic. So we scored above all our benchmarks. This is the future of marketing, so just step into it, select the right partners, and go.
Julie: And then we have another quick case study that is from last year, but I really wanted to share with you, because I think it's...You know, I've always said to customer, "I really think that, you know, programmatic for me is like CRM, right?" So this is an example from TalkTalk, who have deployed their CRM and prospecting strategy on DoubleClick. So they basically use this four-step process. And the first one is taking their offline CRM data, and enrich them and enhance them with online behaviours. So they knew that, you know, John Smith lived at this address, had bought this product, but they also knew, after doing this enrichment, that he had visited the TalkTalk TV package page in the last week, right? So that was the first stage, the enrichment of online and offline.
Then they went on segmenting their customer database. They had broadband customer, and they had TalkTalk TV customer. And then they segmented their prospects, so they had hot, warm and cold leads. And then they designed a creative strategy where they had personal message for each of the segments, and delivered them through Dynamic Creative on our platform. And then, you know, to get scale, they used DBM and automation, automatically reallocating the budget to the best performing segment. So it was obviously a success, driving 91% more sales, but also cutting the cost by quite a lot.
So, you know, as marketers, we have a lot of data we can use, it's real-time. The consumer wants you to use it to deliver more relevant messages. Unfortunately, you know, we have a way to go, a long way to go, and this is just because we haven't yet made those three commodities work together. So our key ask to you is, you know, when you go back to the office tomorrow, think about those three commodities. You know, do you have the right people? Do you have the right data? Are you measuring the data that drive growth? Do you have the optimal tech setup for you to be able to deliver this harmony? Because this is what's going to help you deliver those highly connected journeys. Put the customer, the consumer at the back, at the core of your business, and really drive competitive advantage like those leading companies are doing and that I discussed at the beginning of the presentation. Thank you.
Man 3: Thank you, Julie. Before Julie goes, does anyone have any questions for her?
Man 4: How many segments did you have with the TalkTalk? When you mentioned segments, how many segments did you have?
Julie: So there was broadband customer, TalkTalk TV customer, and then warm...hot, warm and cold leads. That's where we started with. And then I guess, the user data and refined it, and...Because I think then, you know, the messaging, basically for TalkTalk TV customer was about add-on. You know, what add-on to add to your package. So then they went on refining this even further, and repopulating the...re-enriching the database.
Man 3: Anyone else?
Woman 3: Do you deliver this solution yourselves, or do you just provide a software for your customer?
Julie: No, we are, you know, a technology supplier, and then we have agencies like Jellyfish to service our customer. We don't do full service. I know other companies do that, but that's not our model.