The numberlys reading level1/13/2024 With Numberly’s assistance, Danone selected Facebook and DV 360 as the first channels to pilot. This consistent definition increased confidence in post-campaign insights and was also key to a successful holdout strategy. Numberly activated segments directly from the Safe Haven environment, enabling a consistency across channels in defining Danone’s audiences. Numberly was now prepared to execute an accurate 80/20 (exposed/ unexposed) audience split to provide a baseline for optimizing the media mix customized for each segment during the campaign. The people-based segments had already helped by ensuring that there were no overlaps to complicate the analysis with shared impressions. Accurately maintaining control groups across channels for each segment was important to not only measure lift, but also to achieve a true understanding of marketing’s incremental impact. Based on this pre-study, an experimental design could be set up to measure and optimize real incrementality on those six segments. Additionally, two new test segments were created that were considered performance candidates from the linked shopper data. Analyzing historical revenue performance for these segments was now possible at the record level, and led to one segment being dropped from poor sales performance and two segments merging due to highly correlated audience behaviors. Retail records were linked to revised audience definitions built with LiveRamp’s durable identifier as a join key for the data. Segment Review and Experimental Design The Numberly team recommended that Danone’s existing segments and campaign audiences be reviewed with respect to the new retail shopper information. All the pieces were now in place for Danone to run an experiment that would lay the groundwork for its larger goals of moving to post-cookie advertising and owning its data future. Data was always managed and under control, as Safe Haven did not allow the copying or exporting of data records. These partnerships progressed quickly due to the data security embedded in Safe Haven and the fact that any retail data would be pseudonymized and free of directly identifying information. Finally, retail partners were invited to discuss the needed data collaborations with Danone. Numberly also helped identify missing data elements sourced from retailers in order to complete the analytic work with high precision. Next, Danone worked with Numberly’s analytics experts to assist with test design, historical segment refinement, campaign strategy, and marketing measurement. Safe Haven would provide the people-based regulatorycompliant foundation for refreshing Danone’s consumer intelligence. Safe Haven is an advanced data foundation that supports omnichannel activation, deep record-level modeling, and full data security to enable collaboration among multiple trusted business partners. Danone started by tapping the data marketing experts at Numberly who deployed LiveRamp’s Safe Haven. Optimizing omnichannel activations based on transactional data provided by that retailer. Understanding the impact of digital advertising on audience segments and their path to purchase at one large retailer. In order to meet its lofty, long-term objectives, Danone turned to Numberly and LiveRamp to design a test centered on two objectives: 1. How could Danone grow its shopper intelligence, reach and personalize media for active consumers, and measure advertising effectiveness? Unlike retailers with brick-and-mortar and e-commerce storefronts, Danone did not have data to reach large volumes of consumers directly, so forming accurate audience segments tied to key buyer personas was yet another hurdle. This program would need to focus on a new, non-cookie, durable ID for consumer records while also remaining compliant with consumer data and privacy regulations such as GDPR and CCPA. Danone wanted to use these insights to power a revitavlized best-practice advertising program. These shifts impacted Danone’s product development and consumer messaging, so it was vital to gather insights and act as quickly as possible. 2020 had brought not only COVID-19 driven business disruption, but also new media consumption habits. Danone, a global leader in food and beverages, needed to strengthen its consumer intelligence to sharpen its media strategy and boost ROI.
0 Comments
Leave a Reply.AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |