The DataIQ Awards prize for Best Use of Data in a Marketing Programme went to Global Media’s DAX platform for its campaign with eBay. Eleanor Marshall, head of data at DAX explained what exactly the platform, the success it generated for eBay and how that success was measured.
Toni Sekinah: To build the custom audiences, you used eBay’s DMP with its numerous datapoints. What is a DMP and what kind of data sits on it?
Eleanor Marshall: The DMP is a Data Management Platform. DAX has an integrated DMP with first-party data from our own brands at Global, and also supply partners, second-party data relationships with major publishers and third-party relationships through our partner, Nielsen Marketing Cloud.
We use a huge range of high-quality audience data points to understand and segment our listeners, including demographics, interests, purchase intent and brand preferences. Our latest data includes insight into retail spending, TV watching and personalities. This provides fantastic opportunities power by insight and means precision targeting of digital audio is available.
T S: eBay wanted to reach custom audiences based on “passion points” it had identified. What were they?
EM: The targeted passion points were around fashion, DIY, gardening and home improvements.
TS: Using a base ad, iterations of every variable were created for each day, day part, location and product line covered in the campaign. How did you measure success? How were response rates measured?
EM: eBay was able to track and measure the impact of their digital audio campaign through DAX’s proprietary technology, ‘Listener Insight ID’. The technology gives advertisers access to a dashboard to see how their advertising is performing and tracks the user interaction and journey after someone has heard a digital audio ad. Using ‘Listener Insight ID’ DAX can match listeners who have heard an ad and then completed the call to action - in this case visiting eBay’s campaign-specific Spring Hub on their website and the product-specific verticals (Home, Gardening, DIY and Fashion). By comparing listeners, we had matched to an unexposed control group, we could then attribute the uplift in visitors that DAX drove.
TS: 2.6 times more activity was booked with DAX than the previous campaign period. What counts as activity?
EM: eBay increased investment across DAX to deliver larger campaigns. Activity refers to investment which equates to listener impressions.
TS: What kind of advertising message would the listener hear?
EM: The listener would hear difference creatives based on the data variables informing the campaign including weather, time of day, day of the week, product type and location. As a result, 6,148 creative variations of the ad were played out.
TS: How did DAX ensure data security?
EM: DAX has several security measures to keep client data safe. Campaigns are tracked via a secure pixel, transferred via secure transfer protocol and is encrypted through one of the strongest block ciphers available. We store each client’s data completely separately and use it exclusively for their campaigns and interests. It never gets blended, shared or stored with any other datasets.