testAuthor: Dstillery

Doctor Dstillery, prescribe us a patient targeting solution!

Posted on May 19, 2022 by Dstillery - Healthcare

Challenges of Healthcare Targeting

The healthcare advertising space is a dynamic world of its own in terms of marketing. A whopping 66% of internet users look online for information about a specific disease or medical problem. It has more rules and regulations to protect consumer privacy and rightfully so!

We at Dstillery see these rules not as barriers to sidestep and scheme against, but rather as conversation topics to discuss and analyze and then turn into new doors to open that are filled with possibility. Healthcare targeting is currently heavily regulated by HIPAA, NAI, and DSP rules. These guidelines prevent advertisers from focusing too heavily on demographic data and patient condition data. In the healthcare space, it is crucial to protect the patient both physically and informational. That said, naturally, Dstillery wanted to explore how best to serve advertisers and protect patient data at the same time. Like all things, it’s best to start with what we know and then set our sights on the future.

How Are Patients Being Targeted Now?

Healthcare companies’ global advertising expenditure is projected to increase by 4.3% in 2022. As it stands, patients are being targeted in a variety of ways across the healthcare space. Below are some of the current targeting solutions being deployed:

There are at least 100 billion searches for healthcare on Google alone each year. That’s 273 million healthcare searches a day. While these targeting solutions are effective in their own individual ways, we wanted to develop something more effective. Born from our existing, trusted technology that best serves the patient and the advertiser.

Enter Custom Patient Targeting.

What Is Custom Patient Targeting?

Custom Patient Targeting is Dstillery’s solution to healthcare compliance and digital targeting solutions. Our targeting solution is categorized as predictive behavioral targeting. It’s built from the same technology as our patented ID-free targeting technology called MOTI, or the Map of the Internet. MOTI is built by a type of AI called a neural network. It constantly analyzes hundreds of millions of anonymous digital journey patterns and learns the behavioral signals underlying any web visit to build the map. It then takes your seed set and extends the patterns detected to all websites. The output is a model that scores and ranks every potential impression on the ad-supported internet and predicts the best patient impressions for your condition. Another important trait of Custom Patient Targeting is that it isn’t affected by cookie deprecation. Custom Patient Targeting is built on our ID-free targeting technology, meaning your patient targeting solution is future-proof.

Can You Tell Us More About How Custom Patient Targeting is Compliant?

Great question! Doctor Dstillery has the answer. Our core dataset consists of healthcare-specific websites and keywords from opted-in devices. When combined with non-healthcare-specific event-level data, we find that these signals allow us to more fully see patients’ journeys, resulting in more accurate and robust models. Additionally, our healthcare targeting methodology doesn’t involve the creation of any health-related profiles. It uses a built-in de-identification to ensure that the data isn’t considered Protected Health Information under HIPAA. It also meets the requirements of the NAI sensitive data guidance by utilizing data minimization techniques that minimize the risk of inadvertently identifying a data subject.

Getting the Script

If you’re curious about our healthcare targeting treatment option, or rather, our healthcare targeting solution reach out to us and one of our data doctors will assess your condition and see what we can do for you. New health-related conditions will begin to flare from allergies to achy bones as we shed our winter bodies and move into an activity-filled summer. Dstillery is here to help you prepare.

The product creation of Custom Patient Targeting

Posted on May 10, 2022 by Dstillery - Healthcare

Custom Patient Targeting is a new cookieless way to reach your patients now and in the future. Powered by Dstillery’s patented ID-free™ technology, it doesn’t rely on any form of user-based targeting, ensuring 100% compliance with all laws, policies, and guidelines. Read on to learn more about how Custom Patient Targeting was created and why.

What Problem is Custom Patient Targeting Designed to Solve?

Healthcare brands want to achieve more precise direct-to-consumer targeting but face strict data requirements. The industry grapples with rules from HIPAA, NAI, and DSPs and limitations on first-party data, and strict demographic requirements. These requirements have meant fewer, more narrow options in the marketplace, and have ultimately presented a precision problem. Brands are wasting time, money, impressions, and conversions by targeting people who aren’t their prospective patients. Less waste and more precision are needed. Enter: Custom Patient Targeting.

How Did Custom Patient Targeting Evolve From ID-free?

Dstillery was already in-market with ID-free Custom AI™, also powered by our ID-free tech, when we saw this problem that healthcare brands face. We knew that our ID-free technology could be part of the solution. Custom Patient Targeting (CPT) works the same way as ID-free but is specifically designed to address the needs of healthcare brands.

Like ID-free, we strategically built CPT with data minimization at its core. It only relies on a couple of data points, notably, a seed set with people who search for specific health terms such as product names, symptoms, or comorbidities. As Crossix and IQVIA results come in, our data science team will partner with you to optimize and tune your custom model to drive optimal patient outcomes.

This is incredibly valuable, but not enough to drive scale, performance, and understanding of your patients’ intent across their digital journey. That’s where our AI comes in. Using a continuous influx of patient journeys, our AI learns how, when, and from where people browse the web, finding patterns and applying the signals to all other websites.

This results in a just-for-your-condition behavioral intent score for every website, answering the question, “When someone visits this site, how likely are they to be interested in your brand’s message?” The intent scores give your brand the strategic advantage to predict the ad impressions most likely to convert for your brand. When we see a bid request that’s predicted to be your patient — such as someone visiting lowcarb-diet.com at 9pm, or someone from Austin visiting startsat60.com — we will bid and purchase that impression.

Custom Patient Targeting Key Differentiators

There are 3 key unique and differentiated enhancements that we’ve developed to make Custom Patient Targeting more aligned with what healthcare brands are specifically looking for.

Healthcare search keywords as seeds: While first-party data is preferred, a lot of healthcare brands do not have access to (or are unwilling to share) this data with data vendors. By leveraging our opted-in panel dataset, we are able to use healthcare search keywords — ranging from product names, competitive product names, symptoms, and co-morbidities — as seeds for our ID-free models. Testing has shown that well-selected keywords can drive programmatic performance on par with first-party data.
Model tuning for healthcare performance: Unique to healthcare advertisers, there is a need to not just drive growth in programmatic metrics (ROAS, CPA, CTR, etc.), but also drive high audience quality scores measured via vendors like Crossix and IQVIA. If audience quality results are shared with us, our data science team will partner with healthcare advertisers to optimize and tune the custom model to drive optimal patient outcomes like improved audience quality scores.
(In development) ICD-10 Codes as seeds: We are in active discussions with leading RWD (Real-world data) providers rooted in healthcare data such as claims data, patient surveys, and more to use their data as seeds for our models. This would enable customers to simply provide ICD-10 codes or conditions they are trying to target, and for us to use this dataset to identify patients with the condition.

To learn more about Custom Patient Targeting, click here.

5 steps to prepare now for the cookieless future

Posted on April 19, 2022 by Dstillery - Cookieless

The 5 steps are each preceded by a question.

“Great results begin with great questions.”*

In a recent Gartner article, How the CMO Role Has Evolved – and What’s Next, VP Analyst Chris Ross refers to the role as having “undergone a head-spinning transformation over the last decade.” In the next 5 years, Ross contends, the CMO role will become even more challenging with expectations for supporting the scope, speed, and complexity the business requires… with the need to “measure and optimize everything they do.”

Add a global pandemic to the equation and the stakes get even higher. In the 2021 Forbes article, 4 Ways the Role of the CMO Has Changed As a Result of the Pandemic, author Greg Salmon contends that CMOs need to “address the fact that we face uncertainties and volatilities as never before.” So where do CMOs turn for advice, future planning insights, and flat-out answers? If there’s one thing that hasn’t changed, it’s where an agency can add its greatest value: Solving problems beyond a brand’s in-house capabilities or expertise.

Enter the Challenge of The Cookieless Future.

Few agencies would offer that they have “the answer.” Meanwhile, marketers, at all levels, readily admit that they need those answers to run successful campaigns in the future. A future that’s rapidly approaching. It’s not an overstatement to suggest that addressing the cookieless future, ahead of third-party cookie deprecation, is essential to capturing growth.

IAB’s Internet Advertising Revenue Report, issued earlier this week, shows programmatic advertising growing at 39% YoY, with its share of total digital revenue increasing 52.3%. Outside of media, the ad agency business would be hard-pressed to identify another direct-path-to-growth that exceeds that trajectory. But what happens when data-driven digital advertising faces a dearth of the very data it has come to rely upon for decades?

The 5 questions CMOs should be asking their agency partners.

CMOs, Heads of Marketing, and any marketer responsible for their brand’s growth should be asking these 5 questions, to prepare for the cookieless future:

To understand changes in data privacy: What’s happening, when, and how will it affect my campaigns?
Data Partners offer options: Are we confident we have the right partners to deliver optimal audiences?
Planning Strategy: What near- and long-term media strategies do you recommend?
Testing Now: What plans are in place to test cookieless solutions now?
Measurement: How are we monitoring performance and measuring successful results, comparing to cookie-based campaigns?

In our own Dstillery ID-free research**, the findings suggest a not-so-surprising range of concerns. What IS surprising is that for every concern that marketing leaders and agency media professionals cite, the solution is merely to develop a preliminary plan and begin testing. Consider how a team approach, where CMOs and their marketing teams work with their programmatic agency partners to plan and run cookieless tests, would address our clients’ key issues:

A. “I don’t have a plan”
B. “Unsure how cookieless works”
C. “Worried about measurement”

CMOs and any marketer embracing their role in driving growth, have not only the right, but arguably, the responsibility to test and share learning with their organizations.

If you’d like to learn more, visit: dstillery.com/go-cookieless

*Marilee Adams Ph.D., President and CEO of the Inquiry Institute, Originator of the QUESTION THINKING™ methodologies
**Source: Research conducted by Dstillery via Linkedin Polls, Dstillery Digest and 1:1 customer interviews, October 2021- April 2022

Statement of support for Ukraine from our CEO

Posted on March 2, 2022 by Dstillery - Trends

Dstillery strongly stands with the people of Ukraine amidst the ongoing Russian aggression and ensuing humanitarian and refugee crises. We condemn the senseless violence aimed at both Ukrainian military members and civilians alike, and we hope for a swift, peaceful resolution.

This week, we donated to the GlobalGiving Ukraine Crisis Relief Fund and the International Rescue Committee’s Crisis in Ukraine Fund. For every Dstillery employee who chooses to donate to these organizations as well, we pledge to match 100%.

We will continue seeking the best ways to support Ukraine. We encourage everyone to do and give what they can, including our partners, clients, industry peers, as well as friends and family.

Michael Beebe
CEO
Dstillery

No expiration date – data is the key ingredient in a successful CPG campaign

Posted on February 22, 2022 by Dstillery - Audiences

The Consumer Packaged Goods (CPG) market grew rapidly during the pandemic despite being forced to undergo a massive transformation. The market was experiencing a modest 1.8% compound annual growth rate between 2016 and 2019 (MediaRadar). But then the pandemic hit and the industry grew by a strong 10.4%. According to the latest Global Consumer Packaged Goods (CPG) Logistics Market report, growth will remain steady through 2026.

The CPG industry is known for being heavily data-driven. New products come in and out of the market in the blink of an eye. A brand needs to know where its products are sold, what stock exists, how many units are moving, retail partner performance, and how current branding is working – at all times! CPG advertisers spent $5.2 billion in advertising through October 2021. This was flat compared to the previous year, only increasing by 1%. Digital, on the other hand, increased by 118%, reaching $1.4 billion. There are so many data variables that it can be overwhelming for digital advertisers to begin selecting audience data for campaigns.

Historically, it’s been nearly impossible to know what a shopper will do in most real-life situations. Consumer research is often conducted to yield qualitative data, helping to guide marketing choices. In a focus group, for example, one person may articulate choices one way, while they may make different decisions in reality. The solution is to build a dynamic, constantly refreshing audience that will put your CPG campaign into a cycle of continuous innovation and development. By utilizing your brand’s first-party data and seed sets, Dstillery is able to create continuously evolving and optimizing Custom AI audiences that fit into your brand’s DNA. With proper campaign refresh and data cleanliness, the sales cycle will suddenly begin to look like this:

Sell products
Collect sales data
Make campaign adjustments
Repeat

The primary goal of our Custom AI audiences is to reduce your campaign waste and create a regularly refreshing, constantly laser-focused audience for your brand. Now, we can take our simplified sales cycle to the next phase. We can begin to focus on things that are less high level and have more direct influence on your brand from day to day. For example, data points like promotional lift, share of category, and shopper loyalty can be used to truly infuse your brand’s Custom AI campaigns – giving you the ingredients to beat out the competition.

Promotional Lift

Promotional lift is a great measure for data for numerous reasons. Many consumers, especially in these inflationary times, purchase based on discounts, value-adds or rebates. Understanding sales around promotions is vital to campaign optimization because it will help indicate if customers find a brand to be overpriced or are detracting from sales you would have normally made.

Share of category data is a key point of campaign optimization as it helps you understand where you exist in the broader market and if your campaign should be focused on brand conquesting. When looking at the share of category data, you can begin with various product attributes like container size or content. From there, you can begin to examine whether or not these factors are influencing sales. As a smaller brand, it can be discouraging to see a bigger brand taking up a larger share of category. Using a container size example, if the lead product in the category is a 12 ounce can at $5 but you are offering a 16 ounce can at the same price, there may be room for aggressive campaigning as your product is a higher value for the same cost. You can get as creative with this as you want, maybe you’ll even get lucky and create a whole new market segment… we’re looking at you, Oatly.

Consumer Loyalty

Consumer loyalty is a huge factor in CPG brand development and growth. While it’s nice to pick up one-time customers, winning brands consistently provide a consumer experience earning loyalty, creating brand preference and resulting in an increasingly sizable market share. Dstillery can use your brand’s first party data to understand who your core customers are and find audiences of prospective customers that you haven’t yet reached.

Wow, that was a lot to cover! Hopefully, now you can see that the world of CPG marketing campaigns is constantly in motion and moving fast. On a brand level, the data your product generates should inform every step of your potential growth and conquesting opportunities. We talked a lot about the cycle of continuous improvement, but advertisers can only do that with truly sharp, first party data-driven performance optimization. Consumers are broadening their horizons every day with fresh data. By utilizing Dstillery audiences, built with your brand’s DNA, you will be able to reach more consumers and much faster than before.

Outlook 2022: a year of rethinking, not simply predicting

Posted on January 26, 2022 by Dstillery - Trends

“We live in a rapidly changing world where we need to spend as much time rethinking as we do thinking.” – Adam Grant, Organizational psychologist at Wharton, #1 NYT Bestselling Author of THINK AGAIN

Never, in the span of most of our lifetimes, has this concept of rethinking held so much meaning. Our Perfect Storm of Pandemic + Political Unrest + Educational Crisis is not simply a call-to-arms to embrace Resilience. Rather, it’s a defining moment when the Winners will be those who rethink past assumptions and reimagine the future.

What does any of this have to do with Adtech in 2022? Isn’t it enough to take the position of an Innovator, offering the best, newest, most exclusive solutions? If we build it, will they come?

Within the digital marketing industry, we see no shortage of brilliant, thought-leading predictions, innovations, and new-to-the-world offerings. A few weeks into this new year, we spotlight three defining forecasts:

Adweek Outlook 2022

Adweek Outlook 2022, featuring our Chief Data Scientist, Melinda Han Williams, offers a series of recent livecasts, capturing every angle of the adtech ecosystem. Click here to watch Melinda’s presentation, sharing how marketers can engage with consumers on their terms, in a privacy-first digital landscape.

GroupM Forecast

This time last year, we were fortunate to have GroupM’s Global President of Business Intelligence, Brian Wieser, join Dstillery’s Chief Data Scientist, Melinda Han Williams, and our CEO, Michael Beebe, forecasting this past year’s trends. His latest report looks ahead with predictions for the coming year.

Web Summit 2022 Marketing Trends Report

This November in Lisbon, at “Europe’s biggest tech conference” (Reuters), “The giants of the web assemble” (Wall St. Journal). Check out the Dstillery reference on p. 9, under “A world without Cookies” here.

With each of these, and so many others, the unique challenges that our world, our industry and our future brings have a common denominator: They’ve forced us to rethink our previous assumptions, to take nothing for Granted, and to view predicting [the future] as less Crystal Ball, more Science. All of which works to our advantage, since Science, and specifically Data Science, is at the heart of everything we do.

Weaving Dstillery’s data fabric for the world of healthcare

Posted on January 5, 2022 by Dstillery - Audiences

If there’s one thing we know about a new year it is that people have a renewed focus on their health and personal fitness. After dealing with the past two and a half years of the pandemic, healthcare has become an even greater if not the most important focus in our lives. From personal fitness goals to chronic illness, the world of healthcare is vast and frankly, dense, for marketers on internal and agency teams to crack.

The trick, however, is to understand who you want to reach and how to get them. Doing so requires key data insights around behavior, consumer spending habits, and demographics and the way that they all coalesce into your target demographic. What’s fascinating from the Dstillery side is how much our healthcare audiences have grown and changed over the course of the pandemic and how new pockets of overlaps and intenders have emerged.

In addition to making pre-pandemic healthcare assumptions, marketers must open their minds to healthcare’s newer audiences and the ways they overlap with other consumer segments such as fitness and mental health, along with industry mainstays such as chronic illness and medical procedure research. This means looking at more data over a wider array of topics and data points to drive interest and return on investment. Luckily for those in healthcare, the data is out there and it is plentiful.

Choosing Your Targets

If one industry is tried and true with its audiences, it’s healthcare. People all follow the same arc, they’re little, they grow, and they grow, and they grow, and suddenly they’re old. Within all of that growth, they’re getting sick, recovering, developing new health conditions, and making lifestyle changes to increase the longevity of their lives. The life story has a ton of component pieces that Dstillery has taken and parsed out into tons of pre-built audiences that can be utilized for marketing campaigns. Considering the three main stages of human life, let’s look at three segments of healthcare consumers:

Children and Teenagers
Middle Aged People
Elderly People

Understanding the Influence of Healthcare Trends

Sure, it’s easy to identify the three most obvious groups of consumers in healthcare but let’s bring it down into a more approachable level. Looking back on 2021 it seems like everyone was wrapped up with COVID in mind regarding their personal health.

However, many personal healthcare motivations remained the same. For example, many people renewed their interest in personal fitness early in the year. Kids are outdoors more than ever, but also more digitally connected with devices and screens for schooling and leisure activity. Over the summer, we began to see a renewed interest in action sports and physical activity that required consumers to be outside and engaged with their bodies. For older consumers, there was a blanket uptick in regular check-ups, with an emphasis on heart and lung health as well as increased interest in exploring regular exercise activity.

What this tells us is that the average healthcare consumer within our classic targeting groups is much more dynamic and sophisticated than being summarized as simply a “fitness intender” or a “medical procedure researcher.” The three demographics we looked at before suddenly become more interesting when you view them like this:

Children and Teenagers

Eyeglasses Shoppers
Eyeglasses and Contact Lens Buyers
Dermatology / Dermatologists
Pediatricians
Asthma Sufferers
Dentists

Middle Aged People

Cardio Health Researchers
Vegans / Vegetarians
Oncologists
Endocrinology
Fertility Treatment Researchers
Gastroenterologists
Reproductive Health

Late Aged and Elderly People

Joint Pain Sufferers
Generic Prescription Pill Shoppers
Arthritis Sufferers
Neurologists
Heart Surgery Researchers
Orthopedic Health Researchers

Observing and Predicting Healthcare Trends

Now that you can begin to see how complex the average healthcare consumer is and how their needs are determined by lifestyle or seasonal activities, you can begin to needle in on new ways to leverage their motivations.

Healthcare marketers must understand that one-size-fits-all audiences may be useful in gaining large swaths of consumer segments, but needling in and understanding their behaviors seasonally or habitually will provide the most return on investment. These audiences can come from our recommendations based on pre-built data segments and seed sets, or via first-party data.

With an ever-changing and evolving customer base, our audiences can be as fluid as your campaign demands.

Consumer Trends and Data Privacy

One approach to reaching new healthcare-based audiences is to leverage our ID-free Custom AI solution to provide a more privacy-forward and behavior-forward audience solution. ID-free is built differently than our cookie-based audiences. The product is a new privacy-by-design patient targeting solution that reaches your healthcare brand’s best patients while protecting their privacy. Unlike wasteful and stagnant audience segmentation, ID-free is a dynamic model that targets individual impressions based on patients’ behavior. This is all done without any user tracking ensuring 100% compliance with all laws, policies, and guidelines.

Powered by patented neural network technology, the product constantly analyzes hundreds of millions of anonymous patient journey patterns and learns the health condition and behavioral signals underlying any web visit. Using a healthcare brand’s first-party data, the product creates a just-for-your-brand model that evaluates anonymous impressions individually to select the ones most likely to convert.

We do this all without the use of cookies, but rather behaviors that we see trend across websites, seed sets, and other data points to build privacy-forward audiences to help future-proof digital marketing campaigns.

Leveraging the Signals

The segmentation and trend analysis we just walked through is commonplace within all Dstillery campaigns. Consumers broadcast tons of signals out into the ether of the internet and it’s our job to understand and distill that information into useful, tangible results for digital marketers. There’s a huge chance that your brand has useful seed set data for us to utilize and build custom AI audiences for your next marketing campaign.

It’s not worth the time or money to throw marketing dollars into the hands of audience solutions companies that won’t explain, research, or optimize your campaigns for you. Our audience solutions are dynamic, cutting edge, and built on seizing opportunities as they are and as they arise.

Responsible vulnerability disclosure acknowledgements

Posted on January 3, 2022 by Dstillery - Privacy

At Dstillery, we recognize responsible disclosure and believe that collaboration with researchers in the security community is critical to maintaining a secure environment for our clients and partners.

Update from November 2022

We’d like to recognize Shivam Khambe for identifying vulnerabilities.

Update from September 2022

We’d like to recognize Chirag Ketan Prajapati from Cybertix for identifying an infosec disclosure. Chirag can be contacted via LinkedIn.

If you believe you have discovered a security vulnerability with one of Dstillery’s products, please report it here.

Reflecting on ’21, ringing in ’22

Posted on December 30, 2021 by Dstillery - Trends

Vision. Innovation. Growth.

Terms like these get thrown around this time of year like midnight confetti on New Year’s Eve.

As Dstillers, we also like to measure ourselves from another important perspective: Did we do what we set out to do, actively supporting the occasions and organizations we committed to from the start?

As a company, we’re proud to say that we did accomplish what we set out to do, surpassing some of our greatest expectations. And not just for Growth, but for Good.

We’re proud to have supported several life-changing organizations, including St. Jude Children’s Research Hospital, ASPCA, Kids in Crisis, No Kid Hungry, World Central Kitchen, and the ALS Association. During Black History Month, we honored Black Girls Code, 100 Black Men of America, and The Fifteen Percent Pledge.

In honor of Pride month, Dstillery spotlighted the good work of New Alternatives NYC, Transgender Law Center, and Live Out Loud, supporting their missions. Dstillery Walks Together exceeded our mileage goal of 1,969 (Year of the Stonewall Uprising), logging over 2,200 miles of solo and team treks. Dstillery added to employee contributions, benefitting both The Trevor Project and Trans Lifeline.

Our Go-to-Market team took over Motor City, volunteering with the non-profit People for Palmer Park, in a rain-soaked clean-up event to help sustain a portion of the 296-acre historic community.

Our Client Services Leadership Team combed and cleaned over 2.5 miles of NY coastline, earning a matching commitment from Public Benefit Corp., 4Ocean.

Our third-annual Cycle for Survival, benefitted rare cancer research at Memorial Sloan Kettering, as Dstillers raised pledges for cycling, running, walking and even doing yoga.

We wrapped our year with Secret Santa, as employees donated to one another’s charitable causes, extending the reach of our spirit of giving.

2022 is bound to bring both opportunities and challenges, as we embark upon a New Year filled with possibilities. But one thing’s for sure. None of our successes, our learning, or our innovation can happen without you, our clients, partners, and industry supporters. For that, we’re grateful, and most importantly, committed, to making 2022 even greater, brighter and bolder, for all in our community.

Actionable data insights vs. intelligence insights

Posted on December 28, 2021 by Dstillery - Audiences

At Dstillery, we understand that terms like data and insight can quickly become synonymous. We put together this blog post to help you understand each term.

data is the input. insights are the output.

What is an insight?

We like to use the term insight as a way to highlight key data points for clients to focus on as we begin to process campaign data and optimize campaign performance. This deeper understanding helps clients make better decisions.

There are two predominant types of insights:

Actionable data insights refer to insights that are specific and relevant enough that they lead to actions which can increase efficiency, revenue, and profits. These are gathered as campaigns evolve in real time and are utilized by our client services team to provide immediate campaign optimizations.

Intelligence insights refer to having awareness about every aspect of your business from real-time data designed to develop long term actions. Intelligence insights are often used for campaign planning and conquesting campaigns. These insights are viewed as long term insights and allow for stronger campaign performance.

What is an example of an Insight?

Insights can vary greatly between industries. The ability to derive actionable data insights is dependent on a variety of factors. Some of these might include the quantity of data available to you, the parameters of a given dataset, and the specific problem that you are trying to solve. What’s important is establishing which metrics provide valuable information for your particular industry, and leveraging that information to give you an edge in the market.

Data Insights might include:

41% of fast fashion shoppers are also interested in discount travel
Over the last 6 months, car insurance researchers have increasingly looked at luxury cars rather than compact sedans
83% of electric vehicle shoppers are also interested in golf courses

Actionable Insights

Actionable data insights share many distinguishing characteristics. Generally speaking, insights are basic observations that may not provide a direction or course of action. Actionable insights include an action you will take due to the insight you gained. This provides a blueprint for creating greater value for consumers, as well as increased efficiency for your business. Below is a list of attributes to consider when deciding whether or not your derived insight is actionable.

What makes a data insight actionable?

Relevance
Clarity
Context
Alignment
Specificity

Intelligence Insights

Intelligence insights are developed as campaigns evolve over time and can be used to form campaign baselines. These are utilized by clients as a way to interpret actionable insights into a larger context for your business. Over time, many accumulated actionable insights can unlock new aspects of your business and its audiences; allowing you to regularly optimize your campaigns with greater insight throughout the year and spend your marketing dollars more efficiently, with less waste and fragmentation.

The same things that make actionable insights relevant are the same that make intelligence insights relevant but on a grander, longer-term, and encompassing brand umbrella scale.

Bringing it all home

Dstillery deals in clarity. Our insights are made with the cleanest data available for both short and long-term campaigns. Our data cleanliness patents in addition to our patented ID Free Custom AI technology allow for a client to make tactical steps forward with their campaigns without the worry of audience fragmentation or wasteful spending, with or without the use of cookies.

Dstillery’s insights are exactly that – a magnifying glass into the finer details of your business or marketing campaign that may have otherwise gone unnoticed or overlooked. We can see into every corner of the internet that you’re interested in or identify new opportunities and conquests for your brand.

Contact us today to understand how to continually optimize your campaigns and expand your reach across the ever-evolving digital landscape.