Author: Deepak Nair

Deepak is a Digital, & Analytics SME with about 15+ years of experience in the fields of New Media, Analytics, Machine Learning, Data Engineering, & AI
OTT Analytics

Powered by OTT Advertising

Posted on by Deepak Nair

As the economy is getting battered due to Covid 19, OTT consumption is scaling up; Mobile has become the Home for Premium video consumption.  

This emerging landscape has provided a great opportunity for Marketers and Agencies to work towards creating the much-needed rich creative environment that can aid impactful Creative Storytelling powered by Data-led In-app Programmatic Targeting. Buoyed by the surge in demand for Online Video, Media planners are increasing their programmatic budgetary allocations for OTT services.

As Marketers we need to explore the emerging contours of this exciting digital marketing opportunity and delve deeper into how to make the most of this data-led programmatic and mobile goldmine.

And understand how the growth of the OTT provides marketers a great opportunity to be seen and heard in the right environment, by the right audience and at the right time. Some Key Questions to ponder

  • What is the DNA of the post-pandemic consumer who has gotten used to staying at home more than ever in their life and how best to serve them?
  • What does it mean to the ecosystem of brands, advertisers, and media planners?
  • How in-app programmatic video can bridge creative and data for brands and publishers?
  • What kind of skill sets are needed to tackle the needs of this ‘new’ consumer set and target them with the right creative?
  • How to strategize the increasing relevance and importance of data safety in the emerging landscape.
  • Can the premium nature of programmatic video be the answer to many of the challenges being faced currently?
  • What needs to be done to unlock this opportunity to the optimum?
OTT Analytics. Programmatic Advertising

Essential Guide to Tealium AudienceStream

Posted on by Deepak Nair

Understand Everything related to AudienceStream | Unify Customer Data and power Real-Time Audience Engagement 

  • Tealium AudienceStream is the leading omnichannel customer segmentation and action engine, wherein the tool provides robust audience management and profile enrichment capabilities with the ability to take immediate, relevant action
  • AudienceStream allows one to create a unified view of of the customers, correlating data across every customer touchpoint, and then leverage that comprehensive customer profile across your entire digital marketing stack.
  • Tealium AudienceStream CDP comes with patented visitor stitching technology that constructs highly accurate, comprehensive and actionable customer profiles. Use the data within these profiles to define high or low value customers, key engagement insights, or milestones that can then be used to create audiences.
AudienceStream Demo

The Top 10: A Detailed Guide to AudienceStream Use Cases

The AudienceStream Customer Data Platform becomes the central hub where customer data is orchestrated across customer touch points, teams and technologies.

Raw event data contains the seeds of customer behavior insights, but that basic, building-block data needs to be transformed into customer-level intelligence.

Build Attributes, Rules, and Actions

Combine and enrich customer data in any way. Build insights directly into your data with attributes you define. Automate actions based on your own business rules

FUEL YOUR IDENTITY RESOLUTION

A fundamental component in your customer engagement strategy, identity resolution. This is the process of collecting data across user touchpoints and applying them to a single user profile. Learn how Tealium can help fuel your identity resolution and enrich visitor profile through visitor stitching.

mParticle + LiveRamp

Posted on by Deepak Nair

 

Nora Fatehi

mParticle customers can now leverage LiveRamp’s industry-leading identity graph and exponentially expand their reach to deliver privacy-friendly exceptional customer experiences virtually anywhere.

mParticle already helps marketing teams ingest first-party customer data from any source or system, to automatically assemble a single customer view, and coordinate real-time data syncs across hundreds of leading marketing, analytics, and data warehousing APIs.

LiveRamp gives organizational teams access to the industry’s largest deterministic identity graph, while also providing integrations with the top platforms in the digital ecosystem.

mParticle’s LiveRamp for Targeting premium offering, a first-of-a-kind solution that combines the speed and flexibility of mParticle with LiveRamp’s powerful identity graph for greater audience reach at scale. 

This premium feature gives mParticle customers the ability to build audience segments with customer profiles in mParticle that are then augmented with anonymous device IDs, cookie IDs, and other online customer IDs from publishers, platforms, and data providers in LiveRamp.

This joint offering creates the largest integration network in the industry by extending mParticle’s 275+ event and audience integrations to now include 550+ LiveRamp-powered integrations—including Sizmek, MediaMath, Flashtalking, and Google Marketing platform, among others—for measurement, media delivery, and search use cases while being privacy-conscious and keeping customer data safe at all times.

Benefits

LiveRamp for Targeting will provide our joint customers with exceptional benefits, namely the ability to:

  • Increase addressable audience
    Combine first-party identifiers captured in mParticle with LiveRamp’s Identity Graph, the largest deterministic graph on the open Internet, with more than 240 million consumers.
  • Reach consumers wherever they are
    Manage LiveRamp-powered integrations directly from within mParticle to build engagement with consumers on all the channels they frequent.
  • Deliver exceptional customer experience
    Combine user identifiers in mParticle with anonymous device IDs, cookie IDs, and other online customer IDs from publishers, platforms, or data providers allowing marketers to measure the success of their campaigns by having a consistent view of the user in anonymous spaces.
  • Increase speed of onboarding
    Reduce the time-to-value typically experienced through traditional onboarding by driving activation in real time. Create audience segments once within mParticle enriched with LiveRamp’s identity graph data and forward them anywhere downstream.
  • Improve privacy controls and governance
    Safeguard customer choice and privacy across all channels with improved customer profile management by combining user identifiers in mParticle with third-party identities

Define Marketing Success with ML/AI

Posted on by Deepak Nair

Predictive analytics is the use of data, statistical algorithms and AI techniques to identify possible future outcomes. This can help you stay ahead of the curve and assess the future of your marketing. Here are a few ways that you can use AI and predictive analytics in your marketing.

Optimizing marketing campaigns

With predictive analytics, it works just like the Scientific Method by having a hypothesis and then proving it either right or wrong. You can use the data to determine what customer segments and audiences will be the most effective to reach and create actionable insights.

With accurate reporting, you can accurately tell whether a campaign was successful and optimize where it may fall short. This lays the groundwork for best practices of strategies to follow, not just in marketing, but sales and business decisions as well.

Predicting customer behavior

Data is the most accurate way to predict a customer’s “next move” in your business model- especially online. Using behavioral data with customer journeys, you can predict engagement points on when you think a customer may convert. You can also track “drop-off points” and see where you may be losing people whether it is due to confusing content or a dead end in the journey.

By mapping these patterns, at both one-to-many and one-to-one marketing, you can give insight into the outcomes of campaigns and help drive to the outcomes that you want.You can also use this information to do profile scoring and build customer models.

According to a study by the Aberdeen Group, predictive analytics users are twice as likely to identify high-value customers and market the right offer. By doing all of this you can identify potential leads and prioritize the ones that are most likely to convert.

Personalizing content

By being able to predict customer behavior and build models off that data, you can then personalize your content to target those certain leads. By targeting the right audience at the right time, you can show more accurate paths to ROI.

By using historical data to see the behavior of past customers, you can use that to determine and create personalized messages.

Easily scale Tailored and Personalized Journeys.

Posted on by Deepak Nair
Personalization,Segmentation,Loyalty

Advanced segmentation dives deep into the behavioural and lifestyle analysis that allows to look at not just demographics, but the actual products like-minded customers are purchasing.  Use sophisticated algorithms to scan high volumes of customer data to groups customers into lifestyle segments.

Identify key customer segments in terms of behaviour, interests, preferences and opportunity through advanced segmentation and visualize customers across key milestones bench marked. With the ability to get as granular as you need across unlimited customer attributes, your ability to segment and deliver targeted communications across relevant touch points is infinite.

Advanced, & Granular Segmentation

By employing advanced segmentation, marketers can group customers on products and behaviors, see how they move between segments, and identify motivations that build messaging that drives behaviour.

Know Your Customer

Deep Segmentation across Customer Segments, Brand Value and Customer Lifestyle can power an Automated Offer Engine. These Customer Indicators Influence and deliver a Next Best Action that engages customers through tailored Product Recommendations, Up sell opportunities, Promotions and Relevant Offers.

10 Questions to Ask Your Customer Data Platform Vendor – REDPOINT

Posted on by Deepak Nair

A true CDP is an enterprise solution that ingests all sources and types of enterprise customer data to provide an always-on, always-updating golden record that is continually available at low latency to all touch-points and users across an enterprise.

Customer Data Platform

It should help you…

  1. Bring together data from across your organization;
  2. Know all that is knowable about your customers;
  3. Deliver relevant, personalized offers whether customers are in your physical location, online, or on their mobile device;
  4. Recognize a customer across multiple channels and interaction touch-points;
  5. Build progressive profiles and create privacy-compliant persistent customer records that anyone appropriate throughout the enterprise can access when they need it.

There are 10 questions you should ask the vendors on your short list to ensure their platform meets that criteria before you invest in their CDP:

  1. What kind of data structures does the CDP accept? A true customer data platform supports any kind of data, whether batch or streaming, internal or external, structured or unstructured, transactional or demographic, personal or general.
  2. What kinds of databases does the customer data platform integrate with? CDPs are database-agnostic and take an open garden approach to handling data. This means it should be able to function equally well with Hadoop, NoSQL, and traditional data warehouse technologies.
  3. What solutions does the CDP accept data from? The function of a CDP is to provide a fully unified view of the customer. Real customer data platforms are able to ingest data from every solution in the marketing stack, without limitation.
  4. How does the customer data platform resolve customer identities across touchpoints? CDPs are meant to provide a single point of control for all that is knowable about a customer, whether that point of control is in marketing, IT, or elsewhere. Identity resolution — the process through which individual customers’ identities are searched, analyzed, and linked across disparate data sources — is a key facet of learning all that is knowable about a customer.
  5. Can the CDP accept data from offline and online sources? – Many customer data platforms are designed to ingest data only from digital sources. It’s not possible to create a holistic customer view solely with online data. A true CDP accepts data from offline sources just as easily.
  6. Does the customer data platform accept batch and streaming data? Some data tools can process only batch data or only streaming data, not both. Real CDPs accept, ingest, and process both.
  7. Can the lines of business easily leverage the CDP? Customer data platforms are not IT-only solutions. They’re meant to make it easier for marketers and other business users to access the cleansed customer information they need in real time and without IT assistance. IT can be that single point of control that manages the data, but, ideally, they won’t need to use the CDP to provide marketers with models and data cuts.
  8. How flexible is the CDP? A customer data platform that requires expensive updating to accept data from new sources isn’t as robust or useful as a CDP that is built to easily accept new inputs.
  9. Is it easy to keep the unified customer profile updated? The hallmark of a CDP is that it keeps each customer’s golden record constantly updated. If the solution you’re considering can’t do that, it’s probably not a real customer data platform.
  10. How quickly is clean, updated customer data made available? Many solutions help marketing build and maintain a golden customer record, but only a true CDP makes that profile available to marketers and other line of business users in one or two seconds or at most a few minutes. “Onboarding” processes that take 24 hours to ingest new first-party data are not the speed of the customer.

Understanding User listening Behavior is essential for Personalizing Music listening experiences on Spotify

Posted on by Deepak Nair
Spotify Music Recommenders

Spotify uses machine learning recommenders that take into account what and how users consume playlists and the rich diversity of playlist experiences


User engagement (UE) is a quality of user experience characterized by the depth of an actor’s cognitive, temporal, affective and behavioural investment when interacting with a digital system (O’Brien, 2016a)

User Engagement Metrics

“Our customers always tell us that music discovery and listening is a personal experience, and we are enhancing the free experience with this in mind,” said Babar Zafar, VP of Product Development at Spotify. “This is the beginning of an evolution for Spotify and we will continue to make improvements that mirror our customers’ needs. This is not only about giving users a more customized free experience from the day they sign up, but giving them more control over their listening experience so they can easily find and stream their favorites anytime, from anywhere.”

Drive Effective Content Marketing. Understand the Neuroscience Behind Writing Better Headlines

Posted on by Deepak Nair
Neuroscience behind Effective Copy-writing

Today, we scroll from one Headline to another; is consuming videos, and reading headlines as the way of understanding stories. that means we need to understand the values of someone reading the Headline in the feeds, and the value of the native impression.

Hence, Neuroscience , the study of the Sub-conscious – which shows why in-feed Native Ads are so influential.

Native Ads, are Read, and not just seen. And, reading influences the brain

We have noticed that Native Ads receive Twice the direct visual focus of a traditional banner. the words used in the headlines matter – since the words can increase a person’s interest in the message on a subconscious level.

By including certain word groups, we can increase a person’s interest in the message on a Subconscious level.

Rise of the Brand Supreme

Posted on by Deepak Nair
Supreme

Underground Street-wear Brand to 1 Billion $$$ Global Phenomenon. They spawned this collector Personas called HypeBeasts, basically spawned out of Additction to the Supreme Brand; and their most popular artifact is the Box Logo. No spending on Marketing, Supreme has taken the word of mouth marketing to turn Product Launches into sort of micro experiential events.


Founded in 1994, by James Jebbia , an American-English Fashion Designer, since then Supreme has taken a combination of high profile of brand collaborations, an incredibly small production quantities to its advantage. Though choking the supply, wasnt necessarly a strategic decision, they just didnt want to get stuck with unwanted inventory. Now this method is core to the Companys business models, making every launch of a press worthy event, anf each item a limited edition collector’s piece with skyrocketing value on the resale.


Supreme Brand has now become a personal statement for the folks that are using it – a Badge of Cool. Supreme has now introduces a lottery system due to the crowded store fronts, and launch day brawls. Supreme is only open to the public during their Seasonal Drops, new merchs are released on Thursday, and to get in one has to sign in by Tuesday 11 am . Now Half the company is owned bu the Carlyle Group ( cost them 500 Million $$$). Currently they have 11 Stores overall ( 4 in USA, & 7 Outside of USA), but none in China. So the after market attracts a lot of affluent Chinese Buyers which makes the costs go 6 X of the costs at a Supreme Store. Though this has resulted in lot of fake stores, and one Brand in Italy called Supreme Italia ( with an Identical Supreme Logo). the Supreme Addicts or Fans denounce the fakes. But there is hit on Supreme as well, as it seems that their logo was inspired by Barbara Kruger’s Art (
https://www.heroine.com/the-editorial/supreme-barbara-kruger ). With Private Equity involved, there is a chance that Supreme can go MASS$$$. But if that happens then Supreme can loose its Street Cred..

Article inspired by the below video.

How Supreme Built a Billion Dollar Brand “Equity”