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How Facebook Ad Targeting Works and How To Leverage 3rd Party Data

How Facebook Ad Targeting Works and How To Leverage 3rd Party Data

– Hello, hello it’s Mari Smith here. Welcome to this powerful Facebook live. We are going to be talking all
about Facebook ad targeting, how to leverage third party data to dramatically improve the
ROI and results of your ads. This broadcast is brought
to you in partnership with my good friends over at IRI. They are a leading provider of big data particularly in the CPG arena, that’s the Consumer Packaged Goods. I will be talking a little
bit later all about IRI and the CPG industry,
what that means if you or your clients, you work in an agency or you work for a CPG company this is going to be of
particular interest to you today. However, if it’s not
your field I’ve also got some really great information
in Facebook ad targeting and tips for you as well. We’re going to be taking a look at how exactly Facebook
ad targeting works, how they get that data,
how they use the data and then of course how you
can dramatically improve your ad results using third party data. Now, I do actually have
my friends here from IRI, we’re gonna have Ryan will be tuning in. If you’ve got any questions
specifically for IRI on the data side, you
can definitely go ahead and ask him those questions. Okay, wonderful. Let’s do this. I prepared some slides for you and we will be looking at my desktop possibly my phone as well and
giving some great content. Here we go, perfect. Alright, Facebook ad
targeting as I mentioned, how to leverage third party
data to improve your ad results. Greetings everybody (laughs),
good to see you here. Of course you’ve got questions for me, anything a tall on the subject
of Facebook ad targeting and especially utilizing third party data. I’m gonna show you kind of a timeline of how this is all
unfolded, so let’s do this. Facebook and data. My friends, I’m sure you will all agree 2018 was a difficult year for Facebook and (coughs) excuse me, it was not exactly a marriage made in heaven, right? Facebook and data (laughs)
had some challenges last year. It was the year that personal
data was constantly it seemed, (coughs) excuse me, in the headline news. Of course we had Cambridge Analytica, and you know Facebook ended up being called in front of Congress, some very, very challenging year but it really brought to light consumers, see ’cause we’re all consumers here. I know my audience is
generally business owners, small business owners, agencies, brands. We have a wide variety of business people tuning in here today but
of course on the other hand we are all consumers. So it brought to light
this concept of the data that’s collected on us. How is it collected? Is it collected in an
ethical manner, right? That’s just so important, is it collected in an ethical manner? How is it used? How is our data use? Do we even own our own data? How is it used? So the good news though,
I think really 2018 brought to light this shift
to a place of consumers understanding more about their data, okay. So I’m sure you’ll all agree
that part was a good thing. We suddenly started to get more
hip, more awake, more alert to gosh, there’s a lot of data
out there on us individually and the number one most important part is it being collected
in an ethical manner? Because everybody knows,
right, everybody knows that data is collected every
time you make a move anywhere online, offline it’s collected. And we actually, consumers
generally speaking, we don’t mind that and what
I’m gonna connect this to today is how that data is used for ad targeting in the best possible ways. Alright, carrying on here. So hands up, who here
saw the Mark Zuckerberg Wall Street Journal opinion piece? I think it was January 24th it came out, I was actually in Cancun
at the time in Mexico and this was really, really eye opening because I don’t know but I
don’t think that I’d ever seen like an opinion piece
in a major publication like Wall Street Journal by
Mark Zuckerberg the Facebook CEO and what was it called? It was called the facts about Facebook. Did you guys see that? I thought it was really fascinating and Zuckerberg felt it really necessary just before the earnings call and just before Facebook’s 15th birthday. Look people, I wanna tell you
this is how Facebook works in terms of ads and I
excerpted this piece for you. People consistently tell us, that’s people at Facebook, right? The users, their audience
is always telling Facebook that if they’re going to see ads, they want them to be relevant, okay? This is a huge topic of
today’s conversation, right? We want our ads to be relevant. We want it to be for products or services that we would be on the market for. This means Zuckerberg
says, we need to understand their interest. Well, that part is true
and you’ll see in a moment when I get further into
my slide deck here today, that goes beyond just interests. It goes actually to purchases
especially when it comes to CPG, the Consumer Packaged Goods and we’ll get into that in a moment. So first of all, Facebook
does is it based on interest, so how does that work? It’s based on what pages
that you have liked, what you’ve clicked on and
other signals as they call it and then they create categories
and get a load of this, this was Zuckerberg used as an example in that Wall Street Journal
opinion piece he said, for example, people who
like pages about gardening and they live in Spain and
then the charge advertisers to show ads to that category. So that’s generally how
Facebook ad targeting works. We as advertisers are paying
to reach those categories of people and we’re
pretty much aware of that. You know, you can really
dial down as an advertiser, you can select a huge variety
of behaviors, interests, demographics and get
really, really granular. The Facebook ad targeting
is pretty much incomparable to any other advertising
platform with the amount of data that they have. And like I say, a lot of
it those what’s called interest based or even
what’s called inferred, like it’s inferred. Well you like this then
you might like that, okay? So that’s what we’re gonna help to kinda demystify a little bit here both as consumers and businesses. We have both hats on today. Alright, so advertisers
and data as I mentioned Facebook offers the
most granular targeting, it’s extraordinary. Listen, if you have
invested in Facebook ads and you haven’t necessarily
gotten as good ROI as you would like, it’s generally speaking because you haven’t quite
gotten your targeting right? Even shifting one target parameter can make all the difference,
you could literally double your ROI and results by fine tuning those targeting parameters. We all know the advertisers
target us using our data, that’s fine we knew it and as basically as I said interest targeting. The partner categories,
this was the big change that happened last year
about year ago now, well actually a little
maybe 10 months ago now that Facebook actually removed what’s called partner categories and that’s where they
gave us as advertisers access to third party data
right inside of ads manager. And that you could target your ads based on very specific purchase behavior or our income levels. I think it brought back
recently a little bit around the income levels which is good. I know that targeting
higher net worth individuals is a very well targeted area but anyway this partner categories,
this third party data basically what Facebook did around the Cambridge Analytica
scandal and the whole data coming to light as they
were like, oh okay. We are no longer going to
be responsible if you will for this third party data. We’re gonna cut ties with
these partner categories but what I think Facebook
did not do a good job of communicating to advertisers current and future potential advertisers, is hey absolutely you can
still access third party data. You just need to go directly to the third party data
companies themselves. We’re saying go to them,
they’re the experts, they’re responsible for the data and so that’s what happened there and you’ll understand
more as I progress here as my slides and the
role that to IRI plays. They’re are long, long
established company. Facebook ad targeting
is based on information that users share and the likes
plus as I mentioned there see inferred data, we’re
gonna take a look at this. What users like and their interests. So for example, I’m gonna
say Skippy peanut butter. Let’s say we like the
Skippy peanut butter page, does that mean that
you’ve actually purchased the Skippy peanut butter? Does it mean you even like it? Does it mean you have
any intention to buy it? Or related products? Maybe not, maybe you just
kinda like their brand but you’ve never bought it and you’ve never have any intention of it. I’ll just tell you right now I
don’t care for peanut butter, I like almond butter, I like organic live raw (laughs) almond butter. Christopher will tell you it’s
like $22 a jar it’s crazy. I know I treat it very respectfully. I only have little bits at a time but Skippy peanut butter
don’t mean to call them out they’re wonderful brand,
great Facebook page, highly, highly engaged. They have a lot of fans
actually gonna hop over to my Facebook desk, you can
see my desktop as well here just so we can put them
on this broadcast here. Oopsies stretch on there. Yeah one million, over
a million people, right? So (laughs) a million people have liked this Skippy peanut butter page but that’s the point we’re making. We’re kinda differentiating here between the behavior
that we have on Facebook, the products and brands and
post content that we like, we engage with versus
what we do in real life and what we actually purchase
especially as it comes to CPG, the Consumer Packaged Goods. So you guys know this again now we’re gonna
put your consumer hat on for next couple of slides here and whenever you see an
ad in your Facebook feed you have the ability to tap
on the three little dots and navigate down the menu and to see why you’re seeing this. I love studying that, I love to know why is this advertiser targeting me? How did they get my information? Why am I relevant for this ad? And this is actually a recent update, this is just Facebook screenshot for they always use that Jasper’s Market. And they’re being as more
and more and more transparent and crystal clear about
how Facebook gets your data or how that ad is targeted to you. So it might be Jasper’s Market
and its partners for example or just Jasper’s Market in this example. Partners meaning an agency or in this case a third party data company like we’re talking about
here today with IRI. So totally transparent you can see that, it’s all ethically gather data
that is then utilized in ads. Tapping further into that,
you can literally even see this is like mobile screenshots. You can see which partner
you can even see who it is which partner in which agency is where you can see where my cursor is, is gonna give you all this information. So I think it’s so
important for us as users to really grasp the truth of
how the ad targeting parameters are available to us as
consumers, as users. We can go in and we can
see why we were targeted and in a moment I’m gonna even show you where you can control
some of your interests. I think it’s an area that’s
not talked about enough. I think users and consumers
on Facebook and Instagram are just not as aware, I
know Facebook hasn’t done quite as good a job as they
could to educate users here. Here’s how to adjust your ad parameters when it comes to Facebook data, right? So let’s take a look at that. That’s called your ad preferences. Now you can do this on mobile or desktop. This is a screenshot right
here, I’m gonna go in and show you this on my
own Facebook ad preferences and then we’ll switch
gears and we’ll go back to putting our advertiser hats on and to see how we can
get even better results with our Facebook ads
especially when it comes to third party data. So anywhere on Facebook, you click the little down arrow up there and you’re gonna go into your settings and then over here on the left it’s ads. Let me zoom in a little bit
’cause I know that small font, over here on the left ads where
you see my cursor is okay? Settings and ads. Alright so under here
you’ve got your interests, advertisers, information, ad settings, all of these are different
areas that you can drill into. So let’s take a look at this and I don’t mind you guys
seeing this (laughs), you can go ahead and
check your own as well. So your interests and you think, okay Mari well where did
all this data come from? If it’s a page like here’s the Zillow apparently I guess I’ve,
well I think it’s interesting ’cause I’ve clicked on
an ad related to Zillow that’s not even saying
I’ve liked the page. There’s HubSpot probably
liked that HubSpot. Wow look I’ve liked my own page (laughs) but then it’s interesting is
what I see is some other ones where it might be just
a general topic, right? Lead generation and you can see more and there’s all of
these categories, right? Woops it’s jumping around here. News, entertainment, people, travel, hobbies, technology, all kinds of things and if you don’t want that to be in there you just hit the little X, okay? And you can even see a sample ad. Let’s take this one an as an example. Can you see the on the screen, my cameras over the top of it
but this is a small business. If I tap on that, I’m gonna open that up and I’m literally even
gonna look at sample ads. These are not necessarily
ads targeted to me but this is sample ads that
are targeting small business. And what I find is interesting because what did I see in here? Yeah, like this is like a page called Waffles and Whatnot (laughs). Now obviously they’re probably
targeting a geographic area, I’m not sure where that
is Piccolino’s (laughs). So this is just example
ads but then like Intuit, Amazon Business, they’re
targeting small business as a category, right? So that’s interesting and
you might want to go in there and just really drill around
and see what kinds of things that Facebook has under interests. Then you’ve got your advertisers and this first area is
really fascinating to me because it’s basically
seeing these advertisers are running ads using a contact
list they or their partner uploaded that includes
information about you. Usually it’s an email
address or a phone number. Now you know there’s all
kinds of lists out there, I don’t necessarily
recommend buying email lists unless they’re from a
legitimate source of course but it just amazes me ’cause
I know like I drive a, what do I drive? A Volkswagen Passat so I know (laughs), uh how is it I’m on a Toyota lists and a Nissan list (laughs),
a KIA oh my goodness. Maserati oh there you go, I wouldn’t mind a Maserati
(laughs) but you can see all of these different
areas and again same thing. You can check the little
X, you can remove it like you don’t want to
be targeted for that. They also got your own information and if you wanna take this off, like I actually choose to not have, I am in a longterm committed relationship but I just happen to not put
that on Facebook (laughs). And then your categories too, this is always interesting to me. So lots of great information in here that you can choose to X it out. You can remove it if you
don’t wanna be targeted on those areas or you can just adjust them or even just for educational
purposes to see, oh my gosh no wonder I keep getting
targeted as an expert, Facebook has me this as an expert. Well I am an experts (laughs). So don’t mind about that. Okay, so that’s your ad
preferences as a consumer how you can utilize, you can go in there and it’s definitely
available in mobile too. It’s quite easy to find on mobile and you can definitely adjust your settings in there. Oh Gayle I just saw a
funny comment from Gayle. She says she puts in that she’s married because she gets so many wild
friend requests (laughs). Oh that’s funny. Yeah, you see we all have our ways. So then one more area
that Facebook has done in the last 12 months to
really, really amplify this ad transparency and data transparency and ownership and clarity and they brought this
ad transparency tools. So you can use the transparency tools to see every different ad and advertiser showing to anyone right
not even just to you. Let’s look an example. Here’s a screenshot of my friends over at Social Media Examiner. I’m gonna be speaking there
next month, oh my gosh I think it’s about six weeks away. Are you coming to San Diego? Love to see you there but
every single business page now has this tab where I
put my red arrow there. Info and ads, so you can see
what ads are they running. You cannot see the exact
targeting parameters, you’ll see the country and the ad and then you can click
through to where it goes and that’s it though. You don’t see all the
individual targeting parameters which is fine ’cause
when this first came out and know there was a lot of
marketers going oh my gosh, I’ll be able to reverse engineer people’s marketing sequences and funnels but I don’t know I haven’t seen or heard a lot more about that. I think for me I just enjoy
it every now and again I will look also when
I’m taking on new clients I always take a look and see
if they’re already running ads things like that, so that’s handy. Alright, so here’s where we
wanna talk about this problem. There is a problem when it comes to ads because everybody here I’m sure will agree there’s something called ad fatigue. There’s ad fatigue, there’s a ad blockers, so I just noticed my camera’s over there, put myself down over there. See, that’s the nice thing
about this cool software. Inaccurate ad targeting, everybody here has been on the receiving end of an ad that wasn’t relevant to you. Like for example I know for
me, let’s say I get an ad for something to do as
a baby care products. I’m like, well I don’t have
a baby I’m not even a parent, anything to do with parenting. Sometimes I see an ad for like your, it’ll say something to do with
your chiropractic practice. I’m like, well I’m not a chiropractor. Or if you see an ad for dog
food but you have a cat, do you know what I mean? So what happens is that we get frustrated with these inaccurate ad targeting and because most advertisers are using what’s called inferred
data, you just saw all that over there when I showed you my own Facebook targeting
parameters with all the stuff that Facebook has on me,
where it’s like they say, well you like this so
you probably like that and we’ve surmised that you like this and we think you might like that. And so the ad efficacy is
reduced, it’s diminished especially in the retail space because purchases are done
offline, predominantly offline when it comes to retail
and especially in the CPG, the Consumer Packaged Goods. Many marketers have just spammed consumers to the point they’ve deployed
ad blocking tools, right? I’m sure some of you here
might have ad blocking tools. We’re definitely recording
this, yes it’s a Facebook live so it’s an automatic instant
replay, thanks Sherri. So the solution is that you
can improve your ad using data. Alright, so that is the good
news and I’m here to dispel any myths and between Ryan
over at IRI and myself we can answer any questions
about this whole topic of data which has been a tricky one to navigate over the last 12 months or so. But fortunately we’re
now coming to a place where it’s just more transparent even more, you know people
are just more knowledgeable. So after that big challenge
as I mentioned earlier, Facebook, the big challenge
that Cambridge Analytica last year, they removed a
third party partner categories, I mentioned that earlier. So basically they was like wow okay, we’re not gonna be responsible for this additional third party data. Let’s put that responsibility back over to the third party data company, so that’s their expertise yeah. Oh, great hi Christina. Good to see you here too (laughs). But the advertisers can
still use third party data directly from the providers
and like I mentioned, I just think that Facebook
has not done a very good job of educating advertisers
that this is even an option. When IRI first reached out to me, we’ve been planning this
broadcast here for many months and I’ve been known a wonderful
educational journey myself and I really have enjoyed
getting to know and understand what IRI is and what they do. So and we’ll show you
that a little bit more in a second here. The good news is between
Facebook and the third party data you can much better increase or improve, you can improve the efficacy of your ads. Facebook definitely does still have very, very tight relationships with third party data providers. So long as it’s collected
in an ethical manner and meet all of the guidelines and the criteria of course, right? Using third party data
is the most effective way to target precise audiences and advertisers can still get this data so right down to their brand. Let’s say that you like
a specific spicy Dorito. You like spicy Doritos and
someone else likes plain Doritos and then write down to
that kind of granular data can be targeted when it
comes to CPG products. So third party data and CPG companies, the Consumer Packaged Goods merchandise that customers use up and
replace on a frequent basis, that’s what CPG is. Many of you might be familiar with it. If you are in the CPG
space or you’re an agency that has clients that are
in CPG or you’re a retailer that retail CPG or a
manufacturer or agency that helps with ads around CPG then this is where you wanna
really be pricking your ears up ’cause it’s super, super exciting of what’s available to you. So those of you that are not familiar, CPG is basically food, right? So things that we use up and
replace frequently, food, beverages, cosmetics, cleaning products, those are just some examples. So most purchases 95, can you believe it? 95% of CPG purposes purchases
actually happen offline. So you’re gonna go to Facebook ads manager and you’re gonna try
to target your audience but as so much of it is guesswork, right? I used the Skippy peanut
butter and as an example, how do we know that
person really does like that peanut butter brand just
’cause they’d like the page? Well these purchases are happening
offline in retail stores, (coughs) excuse me and then
the store owner doesn’t know, did you come into their
store to make the purchase ’cause you saw a TV ad or
did you see a Facebook ad or maybe just the product was on sale. Maybe a friend told you about it, it’s really challenging to know that as a retailer in this example. Put my camera back up there, it goes. So what I want to do is talk to you about what IRI is and does. Well, that’s great. Sherri says, I do a lot of packaging and web development for CPG,
that’s wonderful (laughs). Karen says who doesn’t like Skippy? Exactly (laughs). Feel free to answer any
questions that at all you’ve got and especially from this point forward, I’m going to really talk about the power of this third party data around CPG companies in
particular retailers, manufacturers, agencies
and media partners. And Ryan is here from IRI. Ryan Santoro he actually
works directly with IRI and he’s super knowledgeable. So IRI is a partner, okay? That’s important to know, they
are a partner with Facebook, they have of a longstanding
great relationship, they’re BFFs. What IRI is, is they’re a
company, a big data company that deliver powerful
market and shopper analysis and you’ll see in a minute, blew my mind when I was learning all this. And foresight for the
world’s leading CPG retail and healthcare companies. IRI helps advertisers and
agencies know who to target, how to message them and what
the impact of their advertising did to their offline sales. Remember I said in previous slide, the store owner is like, okay Sally’s here buying this baby product. I don’t know how did she hear about it? Did she see an ad? Was it here, was it there? Well that’s using this IRI
data then that can really help the store owner to
understand that efficacy, how efficient that their ads are working and where they had ad dollars
are going and tracking that right down to the point of
sale, which is really powerful. So and IRI has been around since 1979, they are a long, long established company. They’re a leader, an innovator and big data analytics technology. This is a complex slide but
it’s simply the timeline you see way back in the 70s, I’m not gonna go through all of it but I wanted to just point out if you can see where
my cursor is circling. Remember way back when in the invention of the bar code scanner OMG, right? (laughs) So that really changed
everything, that made it possible to track everything with a
barcode it can be tracked and so that’s a big part of what IRI does but mostly what they do is
through loyalty cards, right? You’re all familiar with loyalty cards. You know when you go into a
store and they always ask you, do you have a Vons card? Do you have a CVS card? Where was I the other day? Oh I’m spacing now, they
asked me if I had a card. Ah, I don’t recall but it was like I said it was a small shop but it’s like everybody
has these cards, right? (laughs) And we just got used to it,
consumers got used to it and we know that we get
better deals, right? So many grocery stores, whatever
your local grocery store you know that you’ve got that loyalty card you’re going to get a better price, right? So all loyalty card data is opt in. There’s no ifs ands and buts we know we’re standing
in the checkout line, we’re making our purchases
and we’re not thinking, oh my God is this all being tracked? (laughs) You know it is. So it’s opt in and now
IRI actually has a pool of 500 million loyalty cards,
it’s the largest in the US and I will point out that
see it’s actually anonymize. It’s again we come back to this component of like, these companies don’t have a file with exactly your name and address and it’s like fully
identifiable it’s called PII which is personally
identifiable information. That is not what IRI has and although Facebook
has a component of it they don’t sell that, right? When I go to place my ad
in Facebook ads manager I can’t say I wanna target Karen L. Brown, I’m just looking at your
name in the comments there. Facebook doesn’t let us target people by their personally
identifiable information, right? We’re gonna target as
Zuckerberg said earlier in my presentation here is
those categories of information that the targeting goes. It’s not identifiable to use a person and that’s the same with these
loyalty cards and the data. IRI actually serves 95 of the top 100, this is extraordinary. 95 of the top 100 CPG
companies and relationships that average 15 years. Now this is a bit small in your screen especially if you’re watching on mobile but I’ll bet you you recognize many, many, many of these logos. You’ve got, you know
there’s Tyson, Nestlé. Dairy would we have here? Danone yogurt, oh my gosh
Frito-Lay, PepsiCo, Hershey, Smucker’s, Starbucks, oh my gosh, right? P&G, Bic, 3M. Beauty care, L’Oreal,
Estee Lauder, Garnier, Maybelline and then healthcare
Bayer, Merck, Pfizer. Lots of great information
that comes from these brands that work with IRI but again
yes you’re welcome Karen. She says, thanks for the clarification. So it’s so important that
we know that they do not use the PII, it’s called personally
identifiable information. Alright, next slide. IRI now this, I love this one. So watch this, so IRI leverages robust loyalty card data, right? So 500 million loyalty card data to truly understand consumers so that advertisers can
reach them in meaningful and impactful ways. Actually, I need to go
back just a little bit. Oh no, you know what? It’s coming up, I thought I’d missed it but it’s a slide that’s coming up. I’ll show you in a minute,
it’s got a big map on it. So it’s the world’s largest
passively collected database of unique verified household purchases, that’s what HH means, purchase behavior. So watch this, here’s Denise. Denise with her red cup. She shops primarily at Kroger. She shops biweekly and
generally during the evening. She frequently buys K-Cups
and specialty coffee. She buy spicy products and organic milk. She typically buys brand
names and rarely uses coupons. She stocks up on party hosting
items before major holidays. So this is the kind of information. Now we’re using Denise here is an example, that information is not
passed on to Facebook or the advertiser, they
do not know the PII. (laughs) Very good. Okay, so then and you can see ’cause you’ve got your receipts here. There’s Rite Aid, Fred Meyer, Kroger. So all of that has gathered
together in this giant database, this big data database that to IRI has. Here’s the one I was wanting
to, it was mentioned earlier. So IRI media software powered
by 500 million outlet, all the outlet cards and loyalty cards. Everybody has one, I know you
have a wallet full of them. Sometimes they just go
by your phone number, I often forget to carry my loyalty cards I just go by my phone number but this big arrow I’m
pointing to here, look at this. 87% of US households, 117
million unique household that this data, all of this
data it’s extraordinary and like I say you know I said earlier, look we know every time
you make a purchase, any time you swipe your credit card, anytime you have that loyalty card, anytime a transaction is made
really online or offline, we know it’s being tracked,
we know it’s being utilized. And here’s the thing and
Zuckerberg said it earlier, I made a point of pointing it out at the very beginning of
this talk that as consumers, as users, we actually don’t mind ads especially if the product’s free, right? It’s free to use Facebook as a user and we don’t mind seeing ads but the better targeted they are, the superb supremely
effective laser targeted ad, I love seeing a good ad, oh
my gosh how did they know that’s exactly what I wanted to see? Or maybe they’ve turned me on to a new, they’ve kind of turned my
brain onto a new product that I wasn’t aware of or service. So in that case it’s
always, I love to study ads on Facebook and Instagram, on
the feed and in the stories. At the course, so here’s how it works. IRI takes insights and analytics, they collect it, right here
you see that UPC scan data and they audit from
retailers across the globe then they organize it in their
giant, giant big repository. They integrate it using
their proprietary technology and then they deliver it back
out to their CPG retailers, manufacturers, media partners, agencies and then the clients can
go ahead and deploy tactics that help to really
spark tremendous growth because it’s much more targeted. So for example I mean let’s
say that you are vegetarian and you’re a vegetarian,
you don’t wanna see ads for meat, right? And conversely, if you’re a meat eater and you keep seeing ads for this vegan, this new vegan servers,
you’re like but I’m not vegan, I like my meat, you know? So it’s like the more that
advertisers know about us, it’s actually a more pleasant experience to use these online
platforms such as Facebook. I love this, watch this too. So this is what they call
their liquid data ecosystem and it’s actually a full 360 degree view. So it’s certainly the loyalty cards but and this is small on your
screen but I’m just gonna put my cursor down here in
this bottom blue section because what this
company is able to do IRI that it’s just genius with all their data. They can even impact this
one little slice of pie, it might be too small on your screen but I’m putting my cursor
here where it’s weather. So let’s say it’s a local grocery store or a big chain of Walmart
or something like that, or Costco or something. You know, you’re at your Vons
whatever store you shop at and it’s a particularly rainy day, the gas prices being affected,
there’s a big local event maybe some streets are closed. There’s all kinds of information that is gathered up together including are you a frequent
shopper, the point of sale, the store level, all kinds of information goes into this huge big
liquid data ecosystem. That part I just found fascinating like I say, I just been
learning about this over the last few weeks and months and that really understanding
what IRI is and what they do and how they really affect and impact and help CPG retailers, manufacturers and agencies that work with them. So you can get to some
data, I’ve got that. I think I’ve got it linked
up in in the description and in the comment as well
but I’ll show you in a minute of what you can get to for
free, for totally for free and then that says agencies
so I’ll just move my camera and make it a little smaller. So I put this one on the screen on purpose ’cause I wanted you to see
that on the publisher side, this first section, the IRI
actually has relationships and partnerships with
all of these companies and more on your screen here. So certainly they work with
Twitter, Google, Snapchat, Instagram, Facebook, is it Pandora I think and Pinterest, Spotify, Hulu
and then all the ad tech, Oracle, comScore, you name it and then major agencies as well. So that’s important to know. They all are very, very tight
with their relationships and it’s all ethically
gathered information from these loyalty cards, that’s the important keyboard there. Let’s give you an example. Verified Audience case study. This is a fabulous
example for who can guess? (laughs) Kind of given it away in
my screen here, right? It is for toothpaste but it’s
not any kind of toothpaste, it’s specific toothpaste
for sensitive teeth. So wouldn’t you say if you
tend to have sensitive teeth, right, it’s teeth that are
sensitive to hot and cold. I know I do slightly, I tend to use a special organic
toothpaste, has no fluoride and it has a essential
oils in it (laughs). I know I have certain the shopping habits that are very particular. So this is a fun audience
case study from IRI about sensitive toothpaste. So the situation is a large
toothpaste brand manufacturer wanted to run a Facebook
marketing campaign to drive sales to their
sensitive toothpaste portfolio. So they wanted to ensure that they weren’t
wasting marketing dollars advertising to individuals
who did not suffer from sensitive teeth. Makes sense, right? We’ve given many examples
throughout this broadcast here today and you can imagine
if you’ve never suffered from sensitive teeth
and then all of a sudden you keep seeing this ad that’s going, you know, hey Bruce or
hey Daniel, hey Karen. Sorry to hear that you have this, I’m saying your name obviously
is not gonna say your name, I’m just starting out your names but ads don’t know her names. But it would be like just
do you have sensitive teeth? Or if you’ve got sensitive
teeth this is for you and then you’d be like, well what, I don’t have sensitive teeth. Anyway historically what they did, the limitation was historically
purchase based segments were largely modeled and
therefore had difficulties isolating that niche
cohort such as individuals who had sense of teeth. So this where IRI came in and
they were able to leverage the 100% deterministic, it’s called deterministic
Verified Audiences. I know big words here but
basically get that exact right group of people who they
knew had sensitive teeth prior because of a purchase
behavior and they could target known household who previously purchased what I just said there,
sensitive of toothpaste and other sensitive mouth products. Makes sense, right? So then the Verified Audiences
by IRI provided the quality and scale needed for
that particular campaign resulting in leveraging the audiences on average driving three
to four X sales lift, three to four times the sales lift than other audience types. Now that’s should be music to your ears if you have a particular cohort, a particular group of demographics that you specifically want to reach particularly in the CPG arena and it’s just you’ve
otherwise thought gosh, you’ve just been kind of
doing some guesswork, right? Love turning those levers and dials inside the Facebook ads manager. This is how you can do it
using IRI verified data, ensures that you limit
wasting marketing dollars and buy only advertising
to known purchasers, that’s the key point
right there my friends. So this is a really, really powerful way to do your advertising
instead of the guesswork and the inferred data as you’re gonna go by actual purchase data. Alright, so okay good. Here and we’ll get to any questions whatsoever my friends, let us know and we can look at some more examples and anything you’ve got. But this is the offer here, if you could go to bit.ly/IRI,
that’s upper keys underscore audiences with a capital A. I did put that in your broadcast
and it’s in the comments, it’s in the description, let
me just double check right here so I can do this. Yeah, (laughs) just pulling that up there. Yeah, Facebook lets you pin comments but it’s not always easy. Oh thank you Annalisa, you’re the best. Oh but it’s IRI Annalisa, you’re so kind to put that in there but it’s IRI not IRR if you wouldn’t mind changing
that much appreciated. Okay, so let’s say I’ll
get to that in a second. I wanna just finish up what I’ve got here for you on this screen. So what we’ve got for you
and you can all go ahead and check this out, you
get a free audience sizing of your brand. This is particularly
relevant to you of course if you’re a CPG brand
retailer, manufacturer, agency that works with CPG clients. Find out the size of your
true target audience, right? Your true target audience
based on who is already buying your brand or category. So you can basically see competitors or what your target audience
are buying of a competitor and you can improve your targeting and the ROI for your campaigns, perfect. Thanks Andrea you’re the best. And what we’ve gone on this page for you is you can learn more about how to improve audience targeting with
purchase based audience in a recorded webinar. And I’ve watched that whole webinar, it’s very, very educational. It’s very interesting even as
I’ve tried to do here today whether you’re in the CPG space or not, it’s very enlightening to understand more about how data is
collected, how it’s handled, how it’s amalgamated with other data and then how it’s
utilized in ad targeting. And when we’re on the
receiving end of those ads, when it’s extremely well targeted,
we’re like cool, love it. I’ll have targeted well
laser targeted ads all day versus badly targeted. That’s why people don’t like ads those are poorly targeted ads, they don’t wanna see them. So but that’s what we wanna do here today is improve your ad targeting. So let me go over to that
page right now actually, I think you can just
click on it right here this link bit.ly_IRI/Audiences, so put that in your free offer right here and hop over here to show you that page if you haven’t seen it already. So you can go ahead and check this out and understand how you can
deliver the right message at the right time to the right people, that is the key right there. And you can go ahead and
just pop this in here, the name of your brand, what
category and what you can do, it’s really cool. You got three choices here. You can see which brands specific audience you’d like to receive an estimate for. Could be households that
haven’t purchased your brand in the most recent 26 weeks
but they did buy the brand in the 26 weeks prior. Okay they call that elapsed audience. They call them switchers
which is households that purchase your
brand and other products in the categories, so
they kind of switch around different brands. Or category increasers, households that have increased
their spend in the category in the most recent 26 weeks,
that will be a good one. And then below here you just fill that out and hit get started and then
below there you could do that and then come right back to this page and you’ve got this whole
webinar just make it clear that this is actually
a 50 minute webinar — (murmurs) And that’s a video. If you click on it, it’s a video and it just got some
tremendous information here. Watched the whole thing myself as I say really, really powerful and educational just I find it fascinating
like as a consumer you know just how it all works. So you’ve got that to as
an educational webinar and then just to point out just below that you can download the
PDF with all the slides from that webinar there as well. Okay, friends so yeah, so that’s just a really
great education to understand how all of this works
and I’m gonna go ahead and pop up some questions here. I think I saw one. Okay yeah, great. So here’s Ryan saying
when consumers sign up for loyalty cards, they opt in to having the offline data
collected and leveraged for more personal online
advertising, exactly. ‘Cause we know when we go
to a store and they say, would you like to have our loyalty card? Almost always you’re gonna have to give, you fill out a form, right? They usually hand you a
little pack and it has a form and you’re gonna give them your
name, your mailing address, your email address and your phone number. So that then when you go in there, that is tied to that
record so when it’s you, they know it’s you when you’re
shopping, it’s all collected together with your record. But again, back to this
really important point about the PII, the personally
identifiable information that that information is never
passed along to advertisers. The advertiser can’t know
exactly who they’re targeting, they just know who’s
responding to their ads, yeah. And Veronica yeah you’re right. Foods, skincare, that’s
a good one for Canadians. Ryan can take that, I’m not 100% sure but I know the IRI is a global company and there’s another
question for Ryan as well. Easy to correlate IRI data with Facebook targeting parameters. Yeah, hey Bruce that’s a great one. Yup and Todd’s saying if
you have a detailed avatar, can they build an audience
based on that avatar or past buyer data? Oh, right like a lookalike. Yeah, well I mean you can do lookalikes. You can definitely do
lookalikes in Facebook but I see what you’re saying,
if they have an audience based on that avatar, detailed avatar. Yeah, I’m gonna let Ryan
answered that specifically how it works with IRI and I know Ryan’s in here in the comments. And so if you don’t get
your question answered right this second, he’ll
be definitely replying to in line, you’ll be
able to see that, yeah. Hi, Gayle and I know Gayle’s an artists. Find out who purchases art? Well, art is not a CPG so
then you probably could but just probably through
a different company. Yeah and Veronica Jeans a
longtime friend of mine, she works in the e-commerce
space, she’s a Shopify expert. I know Veronica, you and I spoke offline and she has a lot of
clients in the CPG arena, the skincare, beauty products, healthcare and things like that. Right, and I think Ryan
was answering that, so she saying the data’s not
stored in a personal level. No, it’s stored on a personal level but then that has never passed along. So like the loyalty card
level, the store level and then IRI but IRI cannot, they actually don’t have that information and they definitely don’t pass
it along to the advertiser. It’s all done, actually
what it’s done and now, because I’m just learning
about this myself but it’s done actually Barbara
through a specific identifier or like a little token. I’m not an expert in all this big data, I’m an expert with
Facebook marketing and ads and it was so important to
me to bring this conversation to you all year today especially in light of all that happened last
year with Facebook and data and there’s still quite a bit confusion but we’re going ahead and making sure that we have that as clear as possible with our educational webinars here, right? Yeah, that’s interesting. Veronica saying I see so many weird ads ’cause I do a lot of
research for my clients. A steel manufacturer was
one of the best (laughs) she saying she saw steel clamps. I know, isn’t it interesting? We’ve gotta be careful
what websites we go on to because we ended up getting retargeted for things we have no interest in. Yeah and that’s great. Yeah and Ryan’s saying exactly better than receiving a coupon for your favorite brand (laughs). That’s great, yeah. Oh, Lana’s here. Lana works with IRI too,
so Bimbo is a client that is actually a Bimbo,
that’s a name of a brand. Yeah Daniel, hi Daniel
(laughs), that’s great. Alright, others saying,
oh Sherri that’s right. Sherri you mentioned that early. She does a lot of packaging
in web development for CPG and that’s great. Yeah and you definitely
do have to, there is a fee for the third party data
yeah and then use it to target your ads. Now then for clarification friends, Annalisa is bringing up
a really critical point because obviously unknown to
99.9% of Facebook advertisers up until Facebook removed
the partner categories, the cost of the third
party data, it’s folded, it was folded into the cost of ad. So we all were paying for third party data inside of our ads anyway. Now what’s really interesting
and I don’t know all the ins and outs of this, I don’t know
that since Facebook took away the partner categories if
that’s really impacted the price but it’s still interesting to see like what’s going on
behind the scenes there. The bottom line is this,
you gotta have Facebook ads. It’s so important to utilize
Facebook and Instagram ads soon WhatsApp ads, Messenger ads, right? The whole Facebook family
of apps and services in order to reach your
exact precise ideal client, that is the key here. I just got off this morning a
phone call with a new client. We were talking about how important it is to utilize every ad dollar to ultimately result in a sale of your ideal customer
or your ideal client. It’s not just using your ad
dollars to get more reach, more views, get more fans,
you know a lot of those are what are called vanity metrics or Sheryl Sandberg COO of Facebook she calls them proxy metrics. They are important for
step, having some fans, having reach, having video
views all of that is important for awareness but
ultimately the ad dollars need to track all the way through to end up in actual purchases. And that’s where a company such
as IRI here in the CPG space can help anyone in the,
any brand in the CPG space, retailers and manufacturers to have significantly better results. Yeah. Okay, yeah I know that’s
an interesting question, gardening fall in as a consumer category. And then Veronica is saying it’s not, think of the products that are consumable. So I mean yeah, that’s interesting. Maybe things like I don’t know,
anything that you would use. It’s like you use it
up and then you’re done and you need more. So gardening I mean trying to think if there’s aspects of
it maybe like plant food or fertilizer or bird
seed or (laughs) yeah. That’s great, yeah. Good and Bruce is wanting
to see an example data set, like a dummy one to
have a look at it, yeah. Got it, yeah. Well you definitely reach out to IRI, guys and gals if you’ve got
any more questions after this I mean definitely pop them into this live and I know the IRI team are here but you’ve also got their email you can email them right here
[email protected] And they’re very, very responsive,
it’s a great, great team, it’s a giant global company, they’re very, very approachable,
friendly and helpful and they really love their clients. Yeah, good stuff. Okay, friends this is great. It’s really a delight to
be here with you today. If I missed any questions,
pop them along here. Oh yeah pet food is definitely one Veronica is mentioned there, most definitely pet food (laughs). Human food and pet food, right? Yeah, exactly and Ryan
saying yeah definitely. Yeah reach out to IRI
Audiences, IRI Worldwide. Let us know more about
you’re looking for it. Perfect, thanks for that Ryan. Yeah, thought starters I love it. Really nice. Okay, it’s been a delight
to be here with you friends. Got a little bit of homework to do. Go and fill out that form
if it’s applicable to you if you’re an CPG brand or your client is or you wanna scope it out. Watch the webinar, I know that
was very, very informative. I loved learning more about
just how this whole concept of data and the loyalty
cards and targeting and third party data in
conjunction with Facebook works. And we’ll be back more
with more broadcast, more supportive content
for you to help you to improve your ads
and grow your business. My friends it’s always a
pleasure to connecting with you, have an enjoyable rest of your day. Many blessings, bye bye.

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