This document discusses optimizing the customer experience through addressable audience planning. It emphasizes taking a customer-first approach by segmenting audiences based on key currencies like lifecycle stage and customer value. This enables creating targeted experience blueprints and media plans tailored for each audience segment. The optimization process involves connecting these audience insights to all customer touchpoints through contact governance, currency connectivity, and unified testing. The goal is a highly personalized customer journey across channels through centralized and automated optimization based on individual behavior and attributes.

1. Module 2:
Addressable Audience Planning and Optimization
Peter Vandre
VP, Digital Analytics
Matt Naeger
EVP, Digital Strategy

2. • Enterprise Segmentation
• Behavioral triggers &
sequencing
• Lifecycle stages
• Value score
• Corporate
• Brand
• Product & service
• Media
• Creative & messaging
• Offer
• Channel
• Customer strategy
• Audience sizing
• Experience blueprint
• Media plan
• Creative brief
• Targeting &
personalization plan
• Budgeting & forecasting
• Measurement plan
• Online onsite
• Online offsite
• Call Center
• POS
• Offline (print, mail, TV,
outdoor, radio)
• Portfolio
• Experience
• Interaction
• Touch Point
STRATEGY
PLANNING
DEVELOPENT
& LAUNCH
AUDIENCE
INSIGHT
OPTIMIZATION

3. • Audience sizing
• Experience blueprint
• Media plan
• Creative brief
• Targeting &
personalization plan
• Budgeting & forecasting
• Measurement plan
STRATEGY
PLANNING
DEVELOPENT
& LAUNCH
AUDIENCE
INSIGHT
OPTIMIZATION

4. Four important currencies provide important marketing context
for customer experience planning
CONTEXT
Enterprise
segmentation
What is driving the
individuals
decisions
Lifecycle
stages
Strength of relationship
with brand and funnel
position
Value score
Potential financial
value of individual to
the brand
Behavioral triggers
& sequencing
Important actions
taken by an
individual

5. A traditional planning process produces traditional results
O U T P U T S
Competitive
Analysis
Strategy Brief
Audience Reach
Analysis
Media Plan,
Creative Briefs
Test and
Learn/
Creative
Rotation
Reach
Validation
Reporting
Performance
Reporting (Mix
Models)
Strategy
Development
Audience Reach
Analysis
Plan Creation
& Forecasting
Plan
Execution
Targeting
Validation
P R O C E S S Traditional Media Planning Process
Measurement

6. Strategy
Development
Audience Reach
Analysis
Plan Creation
& Forecasting
Plan
Execution
Targeting
Validation Measurement
P R O C E S S
W H A T C H A N G E S I N P R O C E S S ?
Currencies provide depth to planning
Enterprise
segmentation
Lifecycle
stages
Value score
Behavioral
triggers &
sequencing
Customer first
strategy instead
of product first
Segment mapping to
platforms instead of just
basic demo profiling
Experience blueprints,
communication architecture,
addressable media plan, and
segment driven creative briefs
Audience targeting,
experience & contact
strategy
Segment level
readouts with tie to
customer value

7. Customer driven Strategy Brief
CONTENT
CONTEXT
CONNECTIVITY
Good Life
Aiden

8. Aiden Audience
Mapping
Connecting Audiences to
Audience Platforms
Estimated Reach
~63 MM
Aiden Profile
Direct Target List
(PII)
Data Onboarding to
Cookie
Look-alike Modeling
Research Panels
(Comscore,Neilsen)
National
consumer
database
70 MM
Direct
Mail
Email Addressable
TV
~40-50 MM Individuals
~40-50 MM Individuals
~30-35 MM Individuals
~50-55 MM Individuals
~7-10 MM Individuals
~2.5-6.5 MM Individuals
Audience sizing and planning process
Age: 25-35
Gender: Male
How most agencies
plan today

9. Aiden
National
consumer
database
70 MM
Audience
Mapping
Connecting Audiences to
Audience Platforms
Estimated Reach
~63 MM
Aiden‘s Segment
“Good Life”
Direct Target List
(PII)
Data Onboarding to
Cookie
Look-alike Modeling
Research Panels
(Comscore,Neilsen)
Direct
Mail
Email Addressable
TV
~40-50 MM Individuals
~40-50 MM Individuals
~30-35 MM Individuals
~50-55 MM Individuals
~7-10 MM Individuals
~2.5-6.5 MM Individuals
Audience sizing and planning process: Segment Driven

10. Audience mapping process allows us to understand and serve an
audience based on the 3 C’s
Awareness
Product Consideration
Brand Consideration
Quote
Application Start
New Account
Loyalty (All Customers)
27MM
3.2 MM (12%)
1.8 MM (56%)
215K (12%)
105K (49%)
70K (67%)
6.5MM
“Good Life” segment
Actual Segment
January 2014

11. The media plan changes to suit the audience and experience
Media Partner Flight Placements CPM Monthly Spend Total Spend Total Impressions
Publisher 1 Jan 1 - March 31 ROS 10.00$ 35,000.00$ 105,000.00$ 10,500,000
Publisher 2 Jan 1 - March 31 ROS 8.00$ 25,000.00$ 75,000.00$ 9,375,000
Publisher 3 Jan 1 - March 31 ROS 12.00$ 45,000.00$ 135,000.00$ 11,250,000
Ad Network 1 Jan 1 - March 31 RON 0.75$ 50,000.00$ 150,000.00$ 200,000,000
Ad Network 2 Jan 1 - March 31 RON 1.00$ 50,000.00$ 150,000.00$ 150,000,000
Ad Network 3 Jan 1 - March 31 RON 1.15$ 50,000.00$ 150,000.00$ 130,434,783
Ad Network 4 Jan 1 - March 31 RON 0.85$ 50,000.00$ 150,000.00$ 176,470,588
Ad Network 5 Jan 1 - March 31 RON 1.00$ 50,000.00$ 150,000.00$ 150,000,000
Ad Network 6 Jan 1 - March 31 RON 1.25$ 50,000.00$ 150,000.00$ 120,000,000
Ad Network 7 Jan 1 - March 31 RON 3.00$ 50,000.00$ 150,000.00$ 50,000,000
Ad Network 8 Jan 1 - March 31 RON 2.25$ 50,000.00$ 150,000.00$ 66,666,667
Ad Network 9 Jan 1 - March 31 RON 1.25$ 50,000.00$ 150,000.00$ 120,000,000
Ad Network 10 Jan 1 - March 31 RON 1.00$ 50,000.00$ 150,000.00$ 150,000,000
DSP Jan 1 - March 31 RON 0.75$ 50,000.00$ 150,000.00$ 200,000,000
Total 1,965,000.00$ 1,544,697,038
Typical Media Plan
AWARENESS
PRODUCT
CONSIDERATION
BRAND
CONSIDERATION
QUOTE
APPLY
Addressable Media Plan

12. • Addressable media plan is about outbound planning
• Customer experience blueprint is about inbound experience planning
• Experience maps tie directly to lifecycle stages. Often separate treatments planned for each of the key segments
Customer Experience Blueprint
Engages with a
Search Ad, and
Hits Frequency
Cap
Engages with a
General
Display Ad,
and
Engages with a
Marriage Life
Stage Ad
Engages with a
Display Ad,
and
Engages with a
Marriage Life
Stage Ad
Engages with a
Display Ad,
and
Engages with a
Search Ad, and
Engages with a
Marriage Life
Stage Ad
Engages with a
Display Ad,
and
Engages with a
Search Ad, and
Engages with
an Email Ad,
and
Engages with a
Marriage Life
Stage Ad
Visited
New Job
Life Stage
Information
Page
Visited
New Child
Life Stage
Information
Page
Visited
Marriage
Life Stage
Information
Visit Life Insurance
Information Pages,
but doesn’t convert or
go to Quote pages
Engages with Display
Ad for the first time
Directly/Organically
Navigates to the site for
the first time
Requested a Quote, but
didn’t convert
Start Application Process
Identified as
Segment 2
Add to Product
Type CM
Remarketing
Add to Brand
Consideration
CM
Move to
Request a
Quote CM
Remarketing
Move to
Application
Process CM
Remarketing
Visit Generic brand.com
pages but doesn’t convert
or go to lower funnel
pages
Engages with a
Display Ad,
and
Add to Top
Funnel CM
Remarketing
Awareness
Drive consumers
to learn more
Help consumer decide the right coverage
Product Consideration Brand Consideration
Drive consumers to request a quote Drive consumers to go through
the application process
Request a Quote
Start Application
Process
Drive consumers to finish the
application process
Visit Get a Quote Pages,
but doesn’t convert
Engages with a
Search Ad, and
Engages with a
Search Ad, and
Engages with
an Email Ad,
and
Engages with Search Ad
for the first time

13. Customer Experience Blueprint
Engages with a
Search Ad, and
Hits Frequency
Cap
Engages with a
General
Display Ad,
and
Engages with a
Marriage Life
Stage Ad
Engages with a
Display Ad,
and
Engages with a
Marriage Life
Stage Ad
Engages with a
Display Ad,
and
Engages with a
Search Ad, and
Engages with a
Marriage Life
Stage Ad
Engages with a
Display Ad,
and
Engages with a
Search Ad, and
Engages with
an Email Ad,
and
Engages with a
Marriage Life
Stage Ad
Visited
New Job
Life Stage
Information
Page
Visited
New Child
Life Stage
Information
Page
Visited
Marriage
Life Stage
Information
Visit Life Insurance
Information Pages,
but doesn’t convert or
go to Quote pages
Engages with Display
Ad for the first time
Directly/Organically
Navigates to the site for
the first time
Requested a Quote, but
didn’t convert
Start Application Process
Identified as
Segment 2
Add to Product
Type CM
Remarketing
Add to Brand
Consideration
CM
Move to
Request a
Quote CM
Remarketing
Move to
Application
Process CM
Remarketing
Visit Generic brand.com
pages but doesn’t convert
or go to lower funnel
pages
Engages with a
Display Ad,
and
Add to Top
Funnel CM
Remarketing
Awareness
Drive consumers
to learn more
Help consumer decide the right coverage
Product Consideration Brand Consideration
Drive consumers to request a quote Drive consumers to go through
the application process
Request a Quote
Start Application
Process
Drive consumers to finish the
application process
Visit Get a Quote Pages,
but doesn’t convert
Engages with a
Search Ad, and
Engages with a
Search Ad, and
Engages with
an Email Ad,
and
Engages with Search Ad
for the first time
Requested a Quote, but didn’t
convert
Move to Request a
Quote CM
Remarketing
Engages with a
Display Ad, and

14. Addressable content planning
that acts on audience data & optimization results
Device Appropriate
BEST CTA
Customer Value
Motivational Insights
AUDIENCE
CONSIDERATIONS
Behavioral Data
TIMING/FREQ
Segment/Behavior Data
BEST MESSAGE
Addressable Content Matrix
BEST OFFER

15. Keys to cross channel planning
• Take advantage of the key currencies to drive continuity across channels and media by audience profile
• Design plans to address each portion of the funnel and broaden our reach and available audiences
• Make sure plan complexities are scaled to match actual creative production and management abilities
• Plans must include the creative available to serve each point in the Customer Experience Blueprint
STRATEGY
PLANNING
DEVELOPENT
& LAUNCH
AUDIENCE
INSIGHT
OPTIMIZATION

16. Keys to successful development and launch
• Identify a leader that oversees entire launch process to ensure execution matches up to plan
• Streamline production process to manage increased program complexity
• Build measurement plan with KPIs that align to audience strategy
STRATEGY
PLANNING
DEVELOPENT
& LAUNCH
AUDIENCE
INSIGHT
OPTIMIZATION

17. Traditional ApproachOptimization
Product, Media, Campaign,
Placement, Offer, Creative
Response, Leads, Accounts
One Version
A/B Testing
Campaign Specific
Business Rules
Overall Optimization Metric
Key Performance
Measurement Dimensions
Optimization Drivers
Creative/Treatment
Optimization
Targeting
Measurement Approach
Optimizing during plan execution: What’s different?
What is added
Enterprise Segment
Lifecycle Migration
Customer Value
Many Versions
Personalization/Multivariate testing
Real-time Decision Engines
Cross Channel Governance Rules
Lifecycle Based Metrics

18. Super Duper Optimizer
Individual
Behavior
Online & offline
sales
Competitive
Information
Customer value &
risk
Segments &
models
Highly targeted and personalized
customer journey
Centralized & Automated
WHO to target
WHERE to target
WHAT message
WHICH creative treatment
HOW much to spend
Life would be easier if optimization just looked like this

19. You may not be able to have a super duper optimizer, but you
can have a conductor

20. What is a “Conductor”?
The conductor is NOT a person or a technology product.
It is three processes coming together to enable cross channel
optimization in a decentralized optimization environment.
1
Contact
Governance
2
Connectivity of
Currencies to
Customer Touch
Points
3
Unified Testing
System
What is a ‘Conductor’?

21. Contact Governance:
The conductor communicates blueprint rules to media/channel optimization engines
• Optimal touches
• Frequency capping
• Suppressions
• Maximum bid amounts
• Triggered content
Optimization
Real-time
Interactions
Conductor
DSP Bidding
Algorithm
Search
Algorithm
Personalization
Engine
Campaign
Planning /
Batch Models
Online video
Display
Site
Call center
Email
Search (RSLA)
DM
Media / Channel
Non real-time
interactions
Governance Rules
1

22. Mobile Email
Call
CenterDSP
Search Site
DMVideo
Audience Platforms
Segment
“Good Life”
Pred. Value
“$10.5K”
Marketing Applications
Mkt Technology
Stack
IdentityManagement
CampaignManagement
DecisionManagement
Marketing Database
DMP
Analytics
Destination:
Site
Personalization
Engine
Behavior
“Searched
How Much
Insurance”
2
Connectivity of Currencies to Optimization Points:
We have to prioritize the distribution of key currencies to each customer touch point across
media and channels

23. 2
Connectivity of Currencies to Optimization Points:
Currencies are inputs into experience blueprint and personalization engine
Enterprise
segmentation
Lifecycle stages
Value score
Behavioral triggers &
sequencing
Experience Blueprint
(Rules & Triggers)
Personalization Engine
(Multivariate Optimization)
Creative
Offer
Message
Channel/Media
Time
Zone 1
Zone2
Zone 3
Zone4
Zone 5
Zone 6

24. 3
Unified Testing System:
The traditional testing plan needs to expand
Individual Level
Engagement with Brand
Personalization
Treatment
Model & segmentation
update
Contact rule refinementPersonalization engine & rules
refinement
Testing Plan Audience Targeting
Contact Governance
Offer, product, creative,
message

25. 3
Unified Testing System:
The traditional testing plan needs to expand
Individual Level
Engagement with Brand
Personalization
Treatment
Model & segmentation
update
Contact rule refinementPersonalization engine & rules
refinement
Testing Plan Audience Targeting
Contact Governance
New testing components
add complexity to the
testing process
Offer, product, creative,
message

26. Aiden listens to Pandora radio ad
Aiden searches
for insurance
Retargeted
display
Visits
InsureCo.com
Email
reminder
Continues
application
Aiden listens to
Pandora radio ad
Aiden’s Customer Journey
• Overall spend levels for video set based on segment level media mix modeling output
• Pandora placement selected based on significant penetration of ‘Good Life Segment’
• Strategy brief for this segment guides the creative delivery and message
PLANNING
OPTIMIZATION
• Frequency caps set based on lifecycle segment and value
• Messaging adjusted based on customer segment and lifecycle stage
• Testing informs best call to action and overall display frequency caps

27. Transition from Retargeted Display to website visit
Aiden searches
for insurance
Email
reminder
Continues
application
Aiden listens to
Pandora radio ad
• Moves from Product Consideration to Brand Consideration (life stage shift)
• Experience Blueprint identifies potential next creative sequence for segment
• Segment information pulled across multiple touch points and value is associated
PLANNING
OPTIMIZATION
Aiden’s Customer Journey
Retargeted
display
Visits
InsureCo.com
• Display Targeting – customer value and behavior input into bidding algorithm
• Site is personalized based on prior display media exposure creative and content matching to
search for ‘What age to get life insurance’

28. Summary
• We need to pull the contextual currencies through the planning process
• Remember inbound experience planning—customer experience blueprint
• Match plan complexity with creative production constraints and management
realities
• Remember the conductor for effective cross channel optimization
– Contact Governance
– Currency Connectivity to Touch Points
– Unified Testing

29. Thank You!
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