KYC To Improve Marketing KPI?

Customers Less Likely To Respond To Brands After One Bad Mobile Experience

Gone are the days when you could carry out the “one size fits all” philosophy to your marketing campaigns. Today you need to focus on an array of parameters to draw up an effective marketing strategy.

If your target group is not clearly defined and marketed to, you run the risk of hurting your brand image since customers are less likely to engage with a company after one unpleasant mobile experience. And BPRISE wants to help you make the best decisions for your business.

Dear Marketer, Do You Know Your Customers?

A study by Nielsen highlights that only  47% of the digital campaigns in the UK reach their target. This is because marketers apply traditional targeting methods to digital and don’t really know their customers as well as they should. It is tricky because marketers not only have to engage with their existing customers but also expand their reach.

We’re saying that as marketers you have a great tool available at your disposal today – Data! And you can witness first-hand how digging into your data will nurture leads that make larger purchases than those who are not nurtured. Here’s proof!

Another study by US Business Executive showed that 64% of marketers agree that a data driven approach drives marketing success on a global scale. And data analytics forms the base of a data-driven marketing strategy. BPRISE helps you leverage modern data collection and analysis tools to get actionable and valuable information about your customers.

Try Out The BPRISE Unified Marketing Solution, Covering Data & Marketing

We’re thrilled to announce our approach with marketing, influenced by your data. Our offline-to-online solution applies analytics to your offline customer data and helps you launch relevant, personalized marketing campaigns from our marketing platform.

You can also quickly launch marketing campaigns from the BPRISE marketing dashboard, across multiple channels, including:

  • Facebook
  • Email
  • SMS
  • Websites

You can track your marketing ads, emails, SMSs and more on one single platform – the BPRISE Manager Platform. This enterprise platform  gives you performance insights that can further help your retargeting initiatives. Invest in the right set of technologies to drive your marketing KPIs.

Start with an understanding of your customers with data analytics, engage them with personalized marketing and don’t get short-changed in marketing. Let’s talk data and business, shall we?

What Is Big Data Analytics & What’s The Obsession With It?

Big Data Big Hype?

Well no, because we create 2.5 quintillion bytes of data every single day. And the last 3 years have potentially witnessed the maximum surge in data. New devices, sensors, new technologies stand responsible for this data explosion.

There are over 300 million smartphone users in India alone. Now imagine the data spurted out from all the smart devices, the cloud and other databases? Such variety of data arrive in increasing volumes and with a high velocity given our consumption of digital services. This gives rise to big data. And since it takes data to make confident and productive decisions, it goes without saying that marketers feel slightly overwhelmed. What’s more is that traditional data processing applications fail to process and justly assess such mounting data sets. This makes data-driven marketing go awry.

Bring In The Facts: Analytics

Plus points of data-driven advertising include the ability to reach the most convertible customers right when they’re in need of goods/services. It’s easy said, than done that to achieve this all marketers need to do is gather the data points from across channels that customers frequent and convert it into actionable information. 

Let’s say you’re a business in a B2C situation and you’re looking at driving sales with audience insights. And let’s assume you’re aware of the multiple channels (screens, devices, website and more) that your target audience frequent. So how do you gather the data? Where do you store it? What do you make of it?

Analytics answers the above questions and more that directly power your marketing instincts. For example, in our previous blog we talk about controlling and optimizing data under one roof while still directing you to the coordinates of your future buyers.

Of course, with the reach of technology today, it’s possible to analyze your data and get answers from it almost right away. You can train an in-house resource to do the job or partner with specialist companies to educate you about individual customer needs. With big data analytics, you’ll realize that it is possible to look past the horizons of insight.

Data To Solve The “Customer Profile” Jigsaw

Delusions Courtesy Multiple Data Platforms

Before we talk about data, let’s talk about all the technology vendors who promise to provide a “360-degree view of customers”. Players in this segment include CDP, DMP and CRM software providers. Which one’s really fit for you?

Would you deploy an array of such software platforms to identify a channel you’d rather invest in to drive sales, promote your brand or generate leads? Even if you do, it does not clearly pick and show you all of your customer’s interactions with your brand’s campaign across sites and ad platforms.

Driving Sales But Not Customer Engagement?

Although there isn’t a direct link between a sale and a campaign, having your point-of-sale and digital identifiers synced can get you answers with some level of certainty. Digital identifiers include cookies and mobile advertising IDs. If you have a sale done at your store, wouldn’t you want to match it with the digital campaign that influenced the customer to make the purchase?

Some tech partners can help you achieve this by studying the change in foot traffic at your stores. Oftentimes, GPS lat/long data points, WiFi connections, and the data from Bluetooth beacons are measured to attribute sales.

So you have enterprise software vendors and a good number of tech partners but would you claim that you put all this data and the customer’s proximity to your stores to good use?

Disparate Systems Equal Data Silos

Companies resort to matching customer details with hashed email IDs to attribute sales but no one’s sure of its accuracy. Why? Because, conditions apply. You must identify the user across sites and apps. The user must opt in to share his/her location. Your store’s information about still being in business must be mapped across cities. That’s a lot of data and there’s still plenty of sources that house customer information, like:

  • Customer Relationship Management Software
  • Data Management Platforms
  • Customer Data Platforms
  • Transaction Data
  • Customer Forms or other databases

How do you finish the customer jigsaw with pieces of information from all the above sources? Or can you already tell that these sources have a superset that can potentially cure all your data hiccups? Here’s an article if you’re interested in reading a little more about how to use your data efficiently.

Watch this space for the next blog wherein our founder introduces a new concept to have all your data requirements catered to from one place.

 

Purchase Digital Ads Using Software

Fundamentally what programmatic advertising means is, using software to purchase digital ad spots. Programmatic can be defined as the use of software-driven technology to automate the whole ad buying process or even automate parts of it. It is also sometimes called advertising done programmatically or programmatic buying or just programmatic.

#1 Promise Of Programmatic Advertising

Efficiency & simplicity: Because “programmatic” automates the ad buying and selling process with the help of software and technology they achieve better scale and speed than humans possibly can.

#2 Promise Of Programmatic Advertising

Precision & relevancy: Because “programmatic” makes it possible for advertisers to incorporate large amounts of data, they’re able to serve users with ads that are more likely relevant based on users’ behavioral, demographic, psychographic data and purchase intents.

Traditionally online ads, like print and TV, were directly bought by sales persons, who negotiated on terms such as target audience, placements, the number of impressions and price after which both parties signed an insertion order. Direct sales or deals like these are still prevalent but now technology can be used to simplify or automate the process.

Wait, Where Does The Data Come From?

Programmatic comes with the ability to couple data with automation and this makes it possible to target audiences based on their behaviours, demographics, interests and other individual characteristics. Not only do you get to focus on where to place your ad with programmatic, but also on who sees your ad.

Programmatic technology equips advertisers to target segments of audience who are most likely to be interested in what they’re selling. When your system spots a cookie or mobile identifier that matches the targeting criteria you’ve set as an advertiser, you can bid for ad impressions automatically in real time.

The Role Of Data In Digital Advertising

You already know that publishers and social networks learn about keywords searched, types of content consumed and profile information of users with the help of cookies and identifiers. It is commonly practiced across the digital (ad) spectrum.

Wonder where advertisers get data from? If you’re an advertiser, you probably have your own first-party data that may include sales transaction data, CRM data, customer names, emails, types of products purchased, recent purchasers, and average order value.

Data aggregators are companies that become a third-party data source. Such companies often have demographic data points of users that are of value to advertisers. They have information like credit score, household income and purchase behaviour of users.

Plug in a programmatic platform and advertisers can target audiences using a number of data sources at the time an impression becomes available. Let’s say the cookie or other identifier matches your targeting criteria, then the ad buying system (a trading desk or demand side platform) will automatically bid on the impression.

Breaking down Programmatic Buying

Real-Time Bidding (RTB)

RTB is the use of technology in bidding for ad impressions in real time. Such auction-based buying happens on open ad exchanges or in private marketplaces. Any buying platform can bid in open ad exchanges for inventory that have been put up for auction, by numerous sites (publishers). 

Private marketplaces (PMP) are invitation-only RTB arenas in which one or a handful of publishers (“premium publishers”) make their inventory or audiences available to a certain number of buyers.

Programmatic Direct

When ad inventory is sold to buyers directly by the publisher’s sales-force without an auction it is called programmatic direct. Although human intervention may not be required in programmatic direct deals, it is more manual than RTB. Programmatic guaranteed deals can be made for reserved inventory at a set price. Unreserved inventory are sold at fixed rates i.e. buyers are given access to blocks of inventory at a set price. However, in both cases the ads are served and managed programmatically i.e. with the help of software.

Digital advertising will always be prone to change. But if you are willing to evolve with adtech, you’ll discover how efficiently technology can bring you results.

Insightful DMPs To Tackle Ad Blindness For Publishers

“I’ll meet you near Jumbo King.” I say and hang up, as I half-run and half-walk up the stairs, for the metro. And for the first time in a long time, I scan hoardings and advertisements at the station. Funnily, all the words on the sign boards looked like a slur to me, because all I cared was for “Jumbo King”. 

It’s no shocker that it’s raining information and data everywhere you go – whether a metro station, a website or even a mobile app. And as a conservative shopper and a digital-first consumer of today, I’m hardly ever enthralled by hoardings or digital adverts. Unless of course the ads are relevant to me.

I must however give it up for all the random brands that seem to target me with digital ads on apps that I use and websites that I visit often. I say “seem” because I should not have ideally been targeted. Why? Because I’m highly capable of going blind to certain ads that are not significant to me. So psychology describes selective attention as the ability to react selectively when multiple things occur at the same time. See, what I’m trying to say? People are rarely attentive to ads that don’t address their current “consumer” problems. And when app users or website visitors go blind to ads, those are lost impressions for advertisers/marketers.

Here’s what makes a user go blind to digital ads:

Timing: I’m on a mobile dictionary app at 11:30 PM, looking up “lackadaisical”. And a pop-up ad of a local mart seizes my screen. Why! I wonder. Like, why trigger that ad then? 

Solution: I’d prefer being targeted by a local mart when I’m on an ecommerce site looking up products that the mart offers too. Oh and, for a dictionary app, shouldn’t you know me any better? Show me ads of books I should buy or read and certainly not of local marts and certainly not when I’m working on my etymology game.

Location: I’m on my way to work, hungrily consuming all of the content Instagram has brought up on my news feed. And there I see sponsored content of an illustrator (I’m talking about a human illustrator and not the software). And I wonder why the illustrator guy targeted me at that hour? Is there no research done before adding me to your “preferred audience segment” for targeting? 

Solution: If an illustrator or an artist wants to target me, show me your stuff when I search for “things to do on a weekend”. Invite me over for a workshop. How about that for a preference?

Intention: I need a pair of high-tops, I search for my all time fave black Chucks at malls. I visit ecommerce websites and apps looking for “black converse”. But somehow, I still have a lot of random fashion ads shown to me when I’m on Tinder. And not those of the product I’m genuinely interested in. Why?

Solution: Dear Converse, I need you! Reach out to me. I’m a social person and I’m open to meeting ads of the high-tops you sell on mobile apps!

Conclusion: Just as there is a need to advertise, there is also a need to personalize and humanize the ads shown to today’s consumers (like you and I).

It is evident that a lot of advertisers and media buyers want to create a “top of mind awareness” for their brands given the rising importance of advertising.

However, consumers like us are sure to appreciate humanized ads and content. Ad publishers need to equip themselves with insights and data to serve their audience relevant content and ads that plausibly address their real-life consumer needs. This is essentially why a Data Management Platform (DMP) becomes the trusted confidant of an established publisher.

What is a Data Management Platform (DMP)?

A Data Management Platform or a DMP is a piece of software that gathers, organizes, stores and pumps out information to benefit marketers and publishers. In human language, it can be defined as the single, easy solution to all data related problems. Today in advertising the lines between a Demand-Side Platform (DSP) and a DMP are beginning to blur because a lot of the DSP providers offer their clients DMP features.

So How Does A DMP Benefit A Publisher? 

Audience Monetization & Inventory Monetization:

Understanding your audience and segmenting of the same helps the publisher build ad packages based on features like shopping intent, business profiles and location data. This in turn helps advertisers and buyers discover pockets of audience who truly need their products or services. 

Publishers also get to effectively segment their inventories (premium and remnant) and achieve a rule-based control to define audiences to distribute ads to ad exchanges, SSPs, DSPs, networks, and agencies.

With the DMP, traffic monetization becomes easy for publishers as the audience insights permit them to sell behaviourally targeted placements on remnant and premium inventories for higher eCPMs.

Audience Analytics & Audience Segmentation:

For starters, DMPs, help publishers gather first party data and third-party data. This means publishers get insights from people’s interactions with mobile apps, websites, social media, email, search, and the various forms of digital ad campaigns. 

The abundance of data can be segmented and organized based on actions, demographics and interests of the publisher’s audience. With the roll up of relevant audience segments, publishers get to respond to advertisers’ RFPs with ready “custom audience segments”. 

Humanized Marketing & Personalized Advertising:

A DMP helps the publisher understand its audience better. Imagine being able to match an individual with an ad of a product on your website/app (if you’re a publisher). When ads and content become relevant to people, in other words when ads talk about the real-time, real-life “consumer” needs of an individual, it immediately catches their eye and perhaps earn clicks too. Insights give publishers a leg up to serve their audience with engaging content and relevant ads.

What To Look For In A DMP?

Data portability: The DMP must offer a media-agnostic portability of data to give publisher all the power to control and analyze cross-channel and cross-media data. 

Easy integration: The DMP should permit an easy integration of the publisher’s first party data into ad servers and SSPs.

Platform reliability: The DMP should allow a publisher to understand how specific audiences interact across multiple digital properties, and generate reports showing the data attributes associated specific audiences.

BPRISE At India’s #1 Digital Marketing Event Ad:Tech 2018 New Delhi

ad:tech New Delhi was indeed all about what’s trending in the digital ecosystem. An unparalleled marketplace where marketing, technology and media biggies come together to share trends, insights, disruptive technology news. 

 

ad tech new delhi 2018

 

As BPRISE gets closer to becoming exactly 2 years old, we cannot keep calm and are wrecking some healthy havoc in the adtech space (especially at our Mumbai headquarters)! All our adtech experiments and analytics research gets fine-tuned by the day and we’re making our presence known.

 

ad tech new delhi 2018

 

We recently made our debut at Ad:Tech New Delhi (March 8-9, 2018) which was held at The Leela Ambience, Gurgaon and just had to share the news with our new readers (you!).

 

ad tech new delhi 2018

 

At Ad:Tech we met with industry leaders in marketing, technology and data. We discussed the latest trends, obstacles and areas that need innovation. Our goal was to engage in open and collaborative discussions circled around past learning and also future opportunities.

 

ad tech new delhi 2018

ad tech new delhi 2018

https://newdelhi.ad-tech.com/about

https://newdelhi.ad-tech.com/about

https://newdelhi.ad-tech.com/about

 

We would love to hear from you, especially if we connected at Ad:Tech… <3

Or you could drop in a greeting at [email protected] if you want to catch up or know about our adtech gig!

 

What You Should Know About Marketing Attribution

Say you have a brand-new website launched and it’s doing extremely well. And how exactly do you determine the success of a website? Number of visitors for starters; no rocket science here. And what’s bringing them over to your website? Whatever’s drawing them in, includes your content, your search engine optimization (SEO) tactics, your social media works.

Granted that your marketing and sales levers work just fine, but what about getting a view of your buyer’s actual journey? You best have an answer to this question; especially if you sell. How about knowing all the marketing touchpoints that an end user interacted with before making that precious move thereby becoming a buyer to you?

What Is Marketing Attribution?

Marketing attribution can be defined as the science that determines the media which drives purchases and your predefined marketing goals. If you work in marketing, you’ll know just why “attribution” is a big deal. The credit or value (as a marketer or advertiser) that you assign to specific marketing touchpoints is basically what “marketing attribution” is. Marketing attribution helps take the guess work out of “what works in marketing”, nice and clean.

And when you allocate credit to conversions or engagement activities, you bridge the gap between the marketing data and the sales data. There you go, now you’ve also made the sales guys’ lives so much easier (or so you may believe).

Whether or not you care to admit, attributing a sale and/or the success of your marketing initiative, is an enterprise-wide affair. And a truly delicate one at that. Casting some light on the types of attribution models out there…

Marketing Attribution Models FYI

Single Source Attribution:

This model clearly credits just one source/touchpoint that led to the final conversion/engagement.

First-touch Attribution:

The first channel that the lead (end user) engaged with, is credited in this model. However, such practice alters the perceived effectiveness of the other channels that the lead engaged with after the first channel.

E.g. Attributing lead generation to a downloaded white paper etc.

Last-touch Attribution:

Attributes the final conversion to the last channel that the lead (end user) engaged with, missing out on how the user interacted with the other valuable marketing channels prior to the last channel.

E.g. Attributing the sale to an ad, discarding the buyer’s previous visits to your website and/or physical store.

Multi Source Attribution / Multi-Touch Attribution (MTA):

Attributes every channel or touchpoint that the buyer interacted with, right from any ads shown to him/her, to social media posts, to newsletters. Although this model credits every source, it fails to accurately measure the actual portion of contribution by individual sources. Naming 6 of the MTA models in practice today…

Linear:

Gives equal revenue credit and weight to all the touchpoints involved. It’s the simplest MTA model as you can already tell.

Time Decay:

When the sales cycle becomes lengthy (say, in case of B2Bs), this model gives credit to the more recent marketing touchpoints and not the initial touchpoints as they did not influence the closure.

U-Shaped:

Credit in this model is divided majorly between 2 touchpoints – the first and the lead creation. About 40% credit goes to the first touchpoint and the lead creation touchpoint each and the remaining 20% is divided equally among those in between.

W-Shaped:

Thirty percent of the revenue credit is given to the first touchpoint, the opportunity creation and the lead creation each. The remaining 10% is shared by the middle touches.

Full Path:

Follows the same approach as the W-Shaped model, but also credits the final close. This model credits all the touchpoints, right from the early stage marketing initiatives to the sales team’s post-opportunity efforts; bulk credit is given to the critical touchpoints and the touches in between are assigned lower weights.

Custom:

You do you! That’s what this model is, and it gives you the liberty to assign your own attribution weights. That way you can determine weighting percentages for yourselves (your business) based on buyer behaviour, marketing channels, industry and so on.

Weighted Multi Source Attribution:

Credit in this model is assigned to every single interaction in the sales cycle and especially attributes weight to the touchpoints that did all the heavy lifting. Although this model maps the buyer’s journey well, it is difficult to apply given its practical complications. The weighted multi source attribution model assigns revenue percentages (credit) for specific customers to an array of touchpoints as defined by the company’s chosen multi touch attribution (MTA) model.

Take The Guess Work Out

Everyone talks revenue and sales, but seldom do you make changes to your existing system to capture conversion and measure attribution in one go (and in real-time). Accepting that business does not and cannot work on guesses or vague signboards could save you big. I recently had a marketing head of a moderately large hotel chain confess that they could not identify leads courtesy their marketing efforts. It is challenging to keep up with the advancement in digital, marketing approaches, unification of marketing and analytics platforms for it’s all happening right now – real-time. You cannot see it, just like the streak of time, but you most definitely can feel it.

And if you feel like you should better understand your customers and what influences them, you’d better invest in martech. It is not too late since you could cope up as far as you did, you most definitely can keep up. Find yourself just the right adtech partner who does it all – omnichannel marketing, performance tracking, analytics, attribution and up your game to match the customers’ evolving digital behaviour. Bear in mind that, while you tailor attribution models best suited for your line of business, ensure that you keep the user data collected, integrated with your DMPs, DSP and/or marketing tools. The attribution math, together with strong analytics and personalized creatives is what will get your foot right in.

Here’s to winning human hearts with humanized (or personalized) marketing! May the data be ever in your favour and may your attribution gauging models propel your future advertising and marketing initiatives lucratively.

Changes In Facebook’s News Feed Algorithm; Must You Panic?

If I were to get downright real with you, I’d say advertising with a “spray and pray” approach is not really ideal. You do not like ads on your social media pages that are drab and/or generic, basically irrelevant to you; I do not like them either. If advertisers/agencies want to get my attention today, it can be achieved by means of authentic conversations with solutions or product recommendations (read ads) that are truly relevant to me right now. Another approach which may be donned by the brands/agencies that are tempted to do so are controversial and/or polarizing content to win a glance from netizens. All said and done, I for one am down with Facebook’s News Feed algorithm update.

Tactics like clickbait and engagement bait are put to practice by certain groups or agencies; clickbait is any content that attracts and encourages visitors like you and me to click on a link to a specific web page (think of headlines like “You Will Not Believe How The Deliveryman Reacted To The Barking Dog” or “He Put Garlic In His Shoe And What Happens Next Is Shocking” et al.) and an engagement bait goads people into liking, sharing or commenting on their posts (think of headlines like “Like This If You Are An Aries” or “Share With 20 Friends For A Chance To Win The New Convertible” or “Comment Below Your Favourite Food Item” or “Help Us Find The Missing Child” et al.).

To address users’ feedback on clickbait, Facebook made an update to News Feed ranking to reduce clickbait headlines. With this update, people will see fewer clickbait stories and instead more of the stories that they want to see higher up in their News Feeds like those from family and friends. It must have been quite a relief for those that fell for clickbait when Facebook finally took care of that.

The massively used social network Facebook wants to get back to being a “social” network and are now tackling engagement bait (hallelujah!) on their News Feed. They are set to demote individual posts from people and pages that use engagement bait. Any post that goes against their News Feed value – authenticity – will get demoted. The teams at Facebook have reviewed and categorized countless posts to inform a machine learning model to detect different kinds of engagement bait. They claim that posts that use such a tactic will be shown less in News Feed.

Pages that use engagement bait to gain reach in News Feed need to watch out. Facebook will roll out page-level demotion that systematically and repeatedly use the above tactic. It would be wise of advertisers and publishers to adapt and avoid using engagement bait in their posts by accident.

It must also be noted that the days of reaching the right audience the organic way has dwindled and if you’re a brand and you want to reach the most potential customers, you got to pay! The ad rates on Facebook have risen by 35% in the last quarter alone and although John Hedgeman, VP of Product Management at Facebook claims that advertising on the social network will be “unaffected” considering the algorithm update, agencies disagree.

In addition to paying for genuine reach, agencies/brands/publishers will have to work their way with authentic content into the digital eyes of people to withstand the competition against treasured moments with family and friends.

After some major reading online and from my little understanding since working at this humble ad tech startup, I’ve got the following to say to agencies, advertisers, brands and publishers:

  • Concentrate more on the quality of the content that fortifies the key brand messages than the number of posts on your Facebook page.
  • Advertise on Facebook for raising awareness and for promotions.
  • Stop using engagement bait like “Like for Yes and Angry for No” on your posts as this will not promise reach anymore.
  • Rely not on Facebook posts with links to your blogs etc. for traction.
  • Deliver more live videos as opposed to pre-recorded ones; Facebook said that live videos have nearly six times the interactions of non-live ones.
  • Set up groups to educate people interested in your offers (products/services) as opposed to randomly bombarding people with irrelevant, generic content.
  • Speak about subjects that are growing and remember that social CRM is key!

In a nutshell, it isn’t the end of the world no matter these algorithm changes in News Feed; you needn’t panic. Instead, up the relevance of the content you display to your audience, tap into technologies like VR for enriching the user experience, make your content more human, cut the generalization, build on personalization and I can say you’ll be thumbs-upped by me for sure!

Quick Overview Of The GDPR (General Data Protection Regulation)

What Does GDPR Stand For?

It stands for General Data Protection Regulation (GDPR hereon).

What Does GDPR Mean Or Do?

It replaces the Data Protection Directive 95/46/EC by the European Union. The GDPR was designed to make the data privacy laws across EU member states uniform, to protect the personal data of every citizen in the EU, mainly to give citizens a control over who gets access to their personal data and to rework* organizations’ approaches with regard to data privacy.

The GDPR aims to protect EU citizens from data and privacy breaches and also gives them back the right over their personal data. All organizations serving the EU citizens must comply with this mandatory directive. It means that companies will have to change* the way they handle their clients’ information like names, photos, email IDs, bank details, social media posts, medical information, or IP addresses which constitute their “personal data”.

A few definitions taken directly from the Regulation

Personal Data definition

‘personal data’ means any information relating to an identified or identifiable natural person (‘data subject’); an identifiable natural person is one who can be identified, directly or indirectly, in particular by reference to an identifier such as a name, an identification number, location data, an online identifier or to one or more factors specific to the physical, physiological, genetic, mental, economic, cultural or social identity of that natural person;

Processing definition

‘processing’ means any operation or set of operations which is performed on personal data or on sets of personal data, whether or not by automated means, such as collection, recording, organisation, structuring, storage, adaptation or alteration, retrieval, consultation, use, disclosure by transmission, dissemination or otherwise making available, alignment or combination, restriction, erasure or destruction;

Restriction Of Processing definition

‘restriction of processing’ means the marking of stored personal data with the aim of limiting their processing in the future;

Profiling definition

‘profiling’ means any form of automated processing of personal data consisting of the use of personal data to evaluate certain personal aspects relating to a natural person, in particular to analyse or predict aspects concerning that natural person’s performance at work, economic situation, health, personal preferences, interests, reliability, behaviour, location or movements;

Pseudonymisation definition

‘pseudonymisation’ means the processing of personal data in such a manner that the personal data can no longer be attributed to a specific data subject without the use of additional information, provided that such additional information is kept separately and is subject to technical and organisational measures to ensure that the personal data are not attributed to an identified or identifiable natural person;

Filing System definition

‘filing system’ means any structured set of personal data which are accessible according to specific criteria, whether centralised, decentralised or dispersed on a functional or geographical basis;

Controller definition

‘controller’ means the natural or legal person, public authority, agency or other body which, alone or jointly with others, determines the purposes and means of the processing of personal data; where the purposes and means of such processing are determined by Union or Member State law, the controller or the specific criteria for its nomination may be provided for by Union or Member State law;

Processor definition

processor’ means a natural or legal person, public authority, agency or other body which processes personal data on behalf of the controller; (9)

Recipient definition

‘recipient’ means a natural or legal person, public authority, agency or another body, to which the personal data are disclosed, whether a third party or not. However, public authorities which may receive personal data in the
framework of a particular inquiry in accordance with Union or Member State law shall not be regarded as recipients; the processing of those data by those public authorities shall be in compliance with the applicable data protection rules according to the purposes of the processing;

Third Party definition

‘third party’ means a natural or legal person, public authority, agency or body other than the data subject, controller, processor and persons who, under the direct authority of the controller or processor, are authorised to process personal data;

Consent definition

‘consent’ of the data subject means any freely given, specific, informed and unambiguous indication of the data subject’s wishes by which he or she, by a statement or by a clear affirmative action, signifies agreement to the processing of personal data relating to him or her;

Personal Data Breach definition

‘personal data breach’ means a breach of security leading to the accidental or unlawful destruction, loss, alteration, unauthorised disclosure of, or access to, personal data transmitted, stored or otherwise processed;

Genetic Data definition

‘genetic data’ means personal data relating to the inherited or acquired genetic characteristics of a natural person which give unique information about the physiology or the health of that natural person and which result, in particular, from an analysis of a biological sample from the natural person in question;

Biometric Data definition

‘biometric data’ means personal data resulting from specific technical processing relating to the physical, physiological or behavioural characteristics of a natural person, which allow or confirm the unique identification of that natural person, such as facial images or dactyloscopic data;

Data Concerning Health definition

‘data concerning health’ means personal data related to the physical or mental health of a natural person, including the provision of health care services, which reveal information about his or her health status;

Main Establishment definition

‘main establishment’ means:

(a)as regards a controller with establishments in more than one Member State, the place of its central administration in the Union, unless the decisions on the purposes and means of the processing of personal data are taken in another establishment of the controller in the Union and the latter establishment has the power to have such decisions implemented, in which case the establishment having taken such decisions is to be considered to be the main establishment;

(b)as regards a processor with establishments in more than one Member State, the place of its central administration in the Union, or, if the processor has no central administration in the Union, the establishment of the processor in the Union where the main processing activities in the context of the activities of an establishment of the processor take place to the extent that the processor is subject to specific obligations under this Regulation;

Representative definition

‘representative’ means a natural or legal person established in the Union who, designated by the controller or processor in writing pursuant to Article 27, represents the controller or processor with regard to their respective obligations under this Regulation;

Enterprise definition

‘enterprise’ means a natural or legal person engaged in an economic activity, irrespective of its legal form, including partnerships or associations regularly engaged in an economic activity;

Group Of Undertakings definition

‘group of undertakings’ means a controlling undertaking and its controlled undertakings;

Binding Corporate Rules definition

‘binding corporate rules’ means personal data protection policies which are adhered to by a controller or processor established on the territory of a Member State for transfers or a set of transfers of personal data to a controller or processor in one or more third countries within a group of undertakings, or group of enterprises engaged in a joint economic activity;

Supervisory Authority definition

‘supervisory authority’ means an independent public authority which is established by a Member State pursuant to Article 51;

Supervisory Authority Concerned definition

‘supervisory authority concerned’ means a supervisory authority which is concerned by the processing of personal data because: (a) the controller or processor is established on the territory of the Member State of that supervisory authority; (b) data subjects residing in the Member State of that supervisory authority are substantially affected or likely to be substantially affected by the processing; or (c) a complaint has been lodged with that supervisory authority;

Cross-Border Processing definition

‘cross-border processing’ means either: (a) processing of personal data which takes place in the context of the activities of establishments in more than one Member State of a controller or processor in the Union where the controller or processor is established in more than one Member State; or (b) processing of personal data which takes place in the context of the activities of a single establishment of a controller or processor in the Union but which substantially affects or is likely to substantially affect data subjects in more than one Member State.

Relevant and Reasoned Objection definition

‘relevant and reasoned objection’ means an objection to a draft decision as to whether there is an infringement of this Regulation, or whether envisaged action in relation to the controller or processor complies with this Regulation, which clearly demonstrates the significance of the risks posed by the draft decision as regards the fundamental rights and freedoms of data subjects and, where applicable, the free flow of personal data within the Union;

Information Society Service definition

‘information society service’ means a service as defined in point (b) of Article 1(1) of Directive (EU) 2015/1535 of the European Parliament and of the Council (1);

International Organisation definition

‘international organisation’ means an organisation and its subordinate bodies governed by public international law, or any other body which is set up by, or on the basis of, an agreement between two or more countries.

When Does The GDPR Come Into Force?

GDPR will come into force on the 20th day post its publication in the Official Journal of the European Union.

The GPPR will take effect on May 25, 2018 after the two year transition since its approval and adoption by the European Union Parliament on April 14, 2016.

Whom Does The GDPR Affect?

Any company serving the EU citizens must comply with the GDPR directives. Whether an EU company or a non-EU company that deals with “controlling” or “processing” data of the EU data subjects must adhere to the implications of the GDPR. So if you’re based here in India and conducting any of the aforementioned with the personal data of the concerned natural persons; beware.

What If You Fail To Adhere To GDPR? or What Are The Penalties?

Organizations that do not comply with the GDPR directives by May 25th, 2018, could face penalties and be fined up to €20 million ($24 million) or 4% of global annual revenue, whichever is greater.

*What Measures Must Advertisers & Publishers Take?

An upside to the programmatic world in the GDPR era will be the trust factor between customers and brands; this is solely because customers will get to choose whom to share their personal data with, in promise of specific services. Advertisers and publishers have always had their way, because customers could only choose to “opt-out” of receiving specific ad notifications etc. But with the GDPR in place next year, ads targeting EU citizens will have to first get their consent i.e. wait for the target audience to “opt-in” for receiving various notifications/deals from the advertisers or publishers. 

How Does GDPR Affect Ad-Tech Companies?

Ad tech companies and other organizations like email service providers, CRM partners, eCommerce systems, circulation fulfillment companies must comply with the way they  gather, process, store and protect EU citizens’ personal data. First and foremost step will be to make sure the advertisers or publishers are GDPR compliant. It is  critical that the ad tech companies to explain to their respective customers, how their data will be tracked and the benefits that they will avail upon doing so and lastly they must also be informed that they can chose to have their “personal data” deleted from databases as well. This is the “right to be forgotten rule”. Should a user wish to have his/her personal data erased from the database, it must be granted.

What Are The Rights Of The EU Citizens (i.e. “data subjects”) Once GDPR Comes To Effect?

Breach Notification

In case of a breach, the controller must without undue delay inform the supervisory authority about the personal data breach in less than 72 hours after having become aware of it unless the breach is not likely to result in a risk to the rights and freedoms of natural persons (i.e. data subjects).

Right to Access

Data subjects can obtain confirmation from the data controller if their personal data is being processed, if so, where is it being processed and for what purpose.

Right to be Forgotten/Data Erasure

Data subjects can have the data controlled erase his/her personal data, stop any further dissemination of data and even cease third parties from processing the data.

Data Portability

Data subjects can receive personal data concerning them which they have provided to the controller in a structured, commonly used, machine-readable and interoperable format. Where it is technically feasible, the data subject should have the right to transmit personal data from one controller to another.

Privacy by Design

By default data protection must be included right from the onset of the designing of systems, rather than an addition later.

References: –

ec.europa.eu/justice/data-protection/reform/files/regulation_oj_en.pdf

Life Of A Marketer

Who cares about “ad effectiveness” at 08:30 AM? Ah, my bad. What marketer hits the office at 08:30 AM, anyway? Of course, considering the innumerable tasks that a marketer oversees (sometimes, overlooks), performs (or preempts), the 24-hours-in-a-day-thing does not really work for them.

As someone who works in the Marketing Department primarily, I can tell that no marketer ever has “enough time” on them. All the pre-planned schedule goes for a giant toss and what’s more is that the coin lands on its edge more often than all of us care to admit. You may wonder what’s a marketer onto, that consumes all of their sane time. And if you’re a marketer, then this can be your “constructive read” (sic).

A day in the life of a marketer (let’s call her Jane!) concerns the working on the following…

Scene 1: Digital Marketing 

Jane-the-marketer, works her way through multiple creatives, multiple platforms, multiple log-ins, multiple campaign goals, multiple reports, multiple vendors on a regular basis. Although she’s a dedicated marketer, she finds it humanly impossible to smoothly transition between all the aforementioned “multiples“. Now, if her employer (i.e. the advertiser or brand or retailer) is kind enough to split her work by adding new members to marketing, it will mean that the size of the marketing team goes up, in turn increasing the firm’s ad spends. Does having a bulky team deal with multiple platforms and countless vendors ensure that the advertised products meet the respective real-time needs of its target audience?

You and I both know that one-ad-does-not-fit-all. We also know that quantity does not guarantee quality. It is the quality and appropriate fitting of an ad to a situation in the real-life of its target audience that counts. And it most definitely is not the mammoth-sized-ness of the marketing team that counts.

What if we could resolve these issues, for Jane (and marketers like her!) in one shot? How much of an ease would it be on brands (i.e. advertisers/retailers) if they could keep their marketing budgets from skyrocketing and still reach the right customers precisely when they’re in need of a solution/product? How does a relevant, ad-for-a-human sound like? 

Scene 2: Analysis

So, marketer Jane, successfully runs ad campaigns across the web and mobile apps and has received reams of data capturing the performance and reach of her ads. She consults a number of third-party vendors to analyze the data and tell her what all the numbers and graphs of data, means simply. A thorough analysis is possible only when marketers have all the information about their target audience’s preferences as consumers. Although Jane divides her time between consulting with various vendors and gathering insights from distinct sources, she’s still deficient of her target audiences’ offline preferences as consumers. What this means is that customers often walk into stores near them and grab what they really need, for a price. There are times, they hop into branded shops or retail stores more than once just to get product-related information. Is Jane even aware of this practice? Let’s say Mary visited A Shoe Shop a couple of times. She spent a considerable amount of time at the heels section but walked out of the shop each time without buying anything. This offline consumer behavior of Mary is invaluable to Jane. Because if Jane was aware of Mary’s offline behavior as a consumer, she could target Mary with an ad of a footwear right when she’d walked out of the Shoe Shop without having made a purchase? Hence relying solely on users’ online data sounds like one is building a lopsided launchpad for the advertising campaigns to take off from.

Wouldn’t it also benefit if you could understand what happens across web, app and stores? What a winner of a deal if the marketer’s ad platform could serve as a one-stop-solution to all of the ad campaign needs? What if the marketer could enjoy the luxury of not having to consult a multitude of vendors for campaign results and customer insights? What if the analysis helped marketers with target lookalike customers? And what if the marketing platform was automated so well that it understood brands’ customers as well a human marketer could?

Scene 3: Targeting & Retargeting

Targeting Prospects

Jane markets products/solutions to prospects as ads over the web, mobile phones and even apps. But given Jane’s limited knowledge of her prospects’ offline consumer behaviour, her ads do not completely resolve their real-life, real-time problems. This results in the ads becoming somewhat irrelevant to her target audience and thus gives way to unimpressive CTRs. Targeting without insights is like driving without the headlights on.

Wouldn’t marketers be able to provide genuinely useful solutions/product recommendations to potential customers in the form of ads had they been aware of the customers’ real-time needs? Imagine all the gains (for the marketer, for the advertiser/retailer and for the customer) when an ad is truly apt for a customer and solves one of their immediate problems?

Retargeting Potentials

Marketer Jane finds that numerous visitors have looked up her brand’s products online but have left without buying anything. Abandoned carts are one of her main concerns as a brand marketer. And she offers discounted product recommendations to her customers in order to win them back. However, customers could have skipped buying the product online given a number of reasons. The product could have been too pricey for them, they could have been browsing just like that, they couldn’t have found what they’re looking for or maybe they wanted to check the same products at a brick and mortar store. Insights that are derived exclusively from an individual’s online activities will never constitute genuine “customer insights“. A customer’s activities are not limited to their online conduct alone and the sooner marketers tap into customers’ offline preferences and consumer needs as well, the better!  It is quite the combination of online and offline customer data that constitute true customer insights. 

What would make it absolutely easy for marketers to join the dots with customers’ online and offline behaviour and figure out their precise needs? What if all the abandoned carts would suddenly overflow with products of happy patrons?

Scene 4: Conversion

Marketer Jane hits the bull’s eye with her marketing campaign for she sees immediate hike in sales. Let’s say Jane’s ad convinced Mark to buy her brand’s shoes. But does this mean that Jane’s done for the day? Forget the tens of documents she’s got to edit and release! A successful sale or a conversion calls for brands to build on the patron’s interests as a consumer. Brands partially achieve this with the help of loyalty and membership cards; but this practice does not capture all of the user’s online and offline consumer traits. Building a profile with the help of web analytics and proximity-based analytics for every patron will not only help marketers retarget them with relevant content but also help them establish a database of lookalike customers. A lookalike customer is anyone who resembles one or a group of the marketer’s paying patrons. They’re basically prospects that marketers can target on. Also, lookalike customers are external to the database of customers that the advertiser/retailer already has.

Once analytics helps marketers with valuable insights about existing customers, targeting lookalike customers becomes easier. Marketers can target lookalike customers with fitting ads based on the success of their previous ad campaigns.

Insights from Mark’s conversion will help marketers up-sell and cross-sell effectively. Targeting a lookalike customer therefore (say Joe) will not constitute a shot in the dark because Jane has historic data to substantiate the possibility of Joe (who is a lot like Mark as a consumer) converting!

What if marketers could target lookalike customers as soon as their inventory gets restocked? Nothing like the ability to up-sell and cross-sell relevant products to patrons; how do marketers achieve all this?

Having a simple but powerful ad platform that not only optimizes marketers’ reach with ads that are truly relevant to the brand’s customers, right when they’re in need is quite the evolution in marketing. This evolution will not only bring down the firm’s marketing expenses but also allow the brand to have an efficient, slim marketing team. Which is why, marketers, rather advertisers/retailers that are quick to adopt the same could save considerably. Predictive analytics ad platforms like the one BPRISE offers, gathers information and learns user behavior.

If marketer Jane, were to use BPRISE’S programmatic platform, she’d be able to accomplish everything right from marketing, to targeting, to analytics, to sales, to retargeting, to conversion, to up-selling/cross-selling and looking for lookalike customers, all using a single dashboard. This unified ad platform cuts the need for marketers like her to jump between platforms and wait on countless vendors saving the marketers’ time   and money immensely!  If you’re a brand that’s looking for answers to the above questions, get in touch with BPRISE asap. Oh, also if you’re the marketer who’s concerned about ad effectiveness at 08:30 AM, we’ll definitely be worth your time!