big data: the data-driven media plan · comcast media 360. what is “big data”? dan stein...

BIG DATA:

The Data-Driven

Media Plan

Helen KatzSVP, Director of Research

Starcom Mediavest Group

Dan SteinSenior Vice President

Crossix Solutions

Andrew WardGroup Vice President

Comcast Media 360

What is “Big Data”?

Dan Stein

Crossix Solutions

How are marketers

using Big Data to

make campaigns

more effective?

Helen Katz


Can you give us

examples of third

party data?

Dan Stein

Crossix Solutions

What is

addressable

advertising and its

relationship to big

data?

Helen Katz


How can data be

used to identify

“high-propensity

zones”?

Andrew Ward

Comcast Media 360

Single Source CPG Ad Effectiveness Partnership Model

Name/Address File(24MM HH’s)

Trusted 3rd Party

HH Level CommercialAd Exposure Data

ROI Insights(3rd Party Analytics Provider)

1



Catalina Shopper Data(60MM HH’s)

Trusted 3rd Party



1

2




Trusted 3rd Party

Targeted Delivery of TV/Online messages to

Brand Geography



1

2

3




Trusted 3rd Party


Brand Geography



1

2

3

4




Trusted 3rd Party


Brand Geography



1

2

3

4

5




Trusted 3rd Party


Brand Geography



1

2

3

4

6

5

Andrew Ward

Comcast Media 360

“In 2001, Google’s Eric Schmidt claimed that,

“From the dawn of civilization until 2003,

humankind generated five exabytes of data.

Now we produce the same amount every……”

o500 years

oDecade

oYear

oTwo Days

Poll Question:

Hint: One exabyte=1,000,000,000,000,000,000 bytes

Do consumers

benefit from

receiving hyper-

targeted

commercials?

Helen Katz


How do Consumer

Health Portraits

help Crossix clients

plan their media

and messaging?

Dan Stein

Crossix Solutions

Helen Katz


Many questions about cross-platform

�Consumers increasingly in control of their media

Challenge for audience measurementConsumers moving across screens/media

�Audience measurement still works largely in silos– TV

– Digital• Online

• Mobile

• Tablet

– Print• Etc.

�Need more insight into ad impact across platforms

SMG undertook 3 trials to assess cross-platform impactIn partnership with Comcast Media 360

� 3 SMG advertisers

�Multi-screen program– Targeted

– Interactive

– Measurable

�Customized research program with each trial

Worked with multiple research companies

Company

� Allant

� Bluefin

� comScore

� TRA/dunnHumby

� Vision Critical

� + Experian

Role

� Commercial exposure

� Social commentary

� Digital measurement/ROI

� Shopper measurement/ROI

� Attitudinal impact

� Data matching

1. Consumer Packaged Goods

The Big Questions

� Can TV’s actual impact on sales be quantified?

� Can targeted TV drive better results than network TV alone?

� What is the sales impact of TV + digital?

� Is there a cross-platform impact on consumer attitudes?

Methodology

� Shopper data matched to Comcast subscribers (at HH level)– 3.4 million HHs matched

� 88 ad zones selected based on higher CDI/BDI indices for brand– 735,000 HHs matched within zones

• Cable TV ads and xfinity.com ads only delivered in these zones

�Pre-post campaign analysis

Campaign specs

� 1 TV ad, 2 digital ads– Pre-period: 52 weeks prior to exposure

– 5 week campaign

– 4 week post-campaign

� 16 networks

�Pre-roll video/In Banner video

Sales results were impressive

� Sales lift highest among HHs exposed to both TV and digital

� Campaign produced + 20% uplift in sales in first 4 weeks among those exposed– +51% incremental sales through 15 weeks after last ad exposure

Differential media impact on sales

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

TV only Digital only

Existing buyer New to category New to brand

More from new

customers

More from current

customers

Conducted survey to assess attitudinal response

� Pre-post test vs. control design

� Survey sent to Comcast Advisors panel– 18,000 panelists randomly recruited from Comcast ISP subscribers

– Panelists geographically and demographically representative of Comcast Internet customers

– Panelists opt-in to participate in marketing research studies (online surveys) and are compensated for their participation (monthly raffle)

� Test: 972 completes

� Control: 990 completes

Consumer Package GoodsAmong those exposed to brand’s ads..

� Significant increase in ad recall

� Significant increase in Brand affinity (Love/Like a Lot) – No change for other competitive brands

• Similar Pre to Post lift in “likelihood to recommend brand to a friend” among both the Test and Control cells

• Significant increase in Pre-to-Post “Intent to purchase” (Top 2 box)

• Not seen for competitive brands

Poll Results:

“In 2001, Google’s Eric Schmidt claimed that,

“From the dawn of civilization until 2003,

humankind generated five exabytes of data.

Now we produce the same amount every……”

o500 years

oDecade

oYear

oTwo Days

According to a recent Digital Advertising

Alliance poll of 1000 consumers, what percent

say they’d like at least some ads to be tailored

to their interests?

o34%

o52%

o70%

o96%

Poll Question:

How can data be

used in the back-

end analysis of a

campaign?

Dan Stein

Crossix Solutions

What impact do

you see multi-

platform campaigns

having on campaign

results?

Helen Katz


Will we one day be

able to target by

household?

Andrew Ward

Comcast Media 360

Is the industry

going to see

increased use of big

data for media

planning in the next

few years?

Dan Stein

Crossix Solutions

Poll Results:

According to a recent Digital Advertising

Alliance poll of 1000 consumers, what percent

say they’d like at least some ads to be tailored

to their interests?

o34%

o52%

o70%

o96%

Source: Ad Week, “Targeted Advertising is Not the Bogeyman,” April 18, 2013

BIG DATA:

The Data-Driven

Media Plan

www.comcastspotlight.com/takefive

Wed., October 30, 2PM ET

Mad Men 2013:How agencies are adapting to the times

and trends of a multi-screen world

big data: the data-driven media plan · comcast media 360. what is “big data”? dan stein...

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