Havas Improves Advertising Performance With Big Data
Havas is one of the worlds largest global communications groups, founded in 1835 by Charles Louis Havas, creator of the first ever press agency. Operating in over 75 countries and employing over 16,000 people, Havas Media is divided into two business units; Havas Creative Group and Havas Media Group. Within the Havas Media Group, the Artemis team represents the groups global data management network. The Havas client roster is a whos who of consumer brands and corporate giants, including Coca Cola, Emirates, Fidelity, McDonalds, Panasonic, and Volvo.
For over 15 years Havas has been tracking the effectiveness of the advertising campaigns they design and deliver on behalf of their clients. Their client services team can analyze when and where someone interacted with an advertisement, but cannot determine what parameters affected the decision of the consumer to take the action.
For example, in a test advertising session for Campbells Soup, participants were shown a well equipped kitchen with soup cooking on the stove and the soup tin sitting to one side. The kitchen was constructed on a sound stage and had a window that could be fed via video. The test group was divided in two and given 30 seconds to view the kitchen, and participants were then asked to recall what they saw. The half that viewed the kitchen showing a warm spring day through the window recalled the appliances and decor. The group showed a cold wintery day outside recalled the Campbells soup cooking.
It’s All About The Data
We know instinctively that many parameters affect the likeliness of recall or interest. The challenge for Havas was to understand what all these parameters are; identify data sources that accurately track the parameters and integrate that data with their existing advertising reporting data; and then correlate the results and look for patterns of influenceno trivial task!
Data sources that cover broad influences such as weather, temperature, news, sports, time of day, day of week, geography, consumer prices (such as gas, energy, etc.), and so on can affect the outcome of advertising effectiveness. Its well known, for example, that airline ticket sales fall after a tragic plane crash.
To become even more effective at affecting campaign outcomes, Havas needed to also consider customer lifetime value for individual client campaigns and that means tapping in to their clients CRM data. The difficulty here is that very often this data is distributed throughout their clients organization, so Havas needed a solution that would allow them to collect all of these different data sources and combine them into a single, meaningful view resulting in actionable data.
The Havas data platforms group had a dual challenge. The first was to aggregate all of this influencer data and combine it with existing media reporting to provide a more holistic picture of why consumers did or did not decide to interact with an advertising campaign. Doug Watson, Vice President of Data Solutions at Havas, foresees they may be using up to 100 data sources in the future to gain these critical insights.
The second big challenge was to make all this new data available to anyone within the company, rather than just a few account executives. For the Havas data team this meant they had to rethink how data could be presented to a far wider audience, and how to handle the dramatic increase in data integration requests as new users sought answers from the data.
The UNIFi(ed) View
Havas turned to UNIFi software to integrate all of the data sources available from both client CRM data and dozens of other data sources on their Hadoop infrastructure. One of the key reasons Havas chose UNIFi was that the user interface could hide the complexity of the structure of the underlying data sources.
UNIFi allows Havas users throughout the company to select different data sources, and then combine and explore the data using their visualization tools, all without involving the data platforms team. Historically the process of integration would have involved many meetings before data was available for analysis. Often this would be too late to deliver critical insights to the account team and allow them to modify an in-flight campaign to improve response rates.
A Creative Future According to Sylvain Le Borgne, Executive Vice President, Data Platforms, Havas Media Group, We want to be far more agile and optimize campaigns while they are running. We want make to the data more actionable, to improve the message and delivery in order to increase the effectiveness of the message between the consumer and our clients brand. As Havas is responsible for both the creative treatment and media placement for their clients campaigns, the potential impact that actionable data has on the effectiveness of campaigns is very exciting. The creative team can now produce creative versions that address changing climate, news, customer lifecycle, geography, etc. Because of the speed to insight that the Havas data platform and UNIFi deliver, changes can be made quickly to optimize the engagement of the audience. In turn, this responsiveness allows Havas to differentiate itself as a service organization.
Havas Media Group
Make advertising campaigns more effective by integrating dozens of data sources that impact engagement between the consumer and the client brand.
Deploy UNIFi Software in the Hadoop environment to normalize data from dozens of sources and make the data available to a wider audience within Havas.
Havas can now quickly analyze campaign influences and optimize both creative and media placement to increase the connection between the consumer and their clients brands.
Sylvain Le Borgne, Executive Vice President, Data Platforms, Havas Media Group