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How DMPs Make
Connectedness More Personal An iCrossing Webinar Featuring Forrester Research, Inc.
January 26, 2012 | 2:00pm ET
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Adam Lavelle Chief Strategy Officer, iCrossing
Michael Greene Senior Analyst, Forrester Research
With you today
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• Why marketers struggle to implement targeting
across touchpoints today
• What are DMPs, and how do they address these
challenges?
• How iCrossing and Red Aril can help marketers
deliver customized experiences across channels
What we’ll cover today
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First, a quick look at
the big picture.
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Transactional
Marketing
Brochureware
1.0
Channel
Optimizers
2.0
Consistency
Marketing
Tra
nsa
ctio
na
l
Experiential
For years marketing has been about optimizing channels
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Today, it’s about building connected brands
Transactional
Marketing
Brochureware
1.0
Channel
Optimizers
2.0
Consistency
Marketing
Connected
Marketing
3.0
Integrated
Marketing
Digital
“Experiences”
Tra
nsa
ctio
na
l
Experiential
eBusiness Coordinated
Marketing
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What’s on a CMO’s mind…
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Harnessing data is a critical business requirement
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Those that master the customer data flow and improve
frontline customer staff will have the edge.”
— Josh Bernoff, Principal Analyst, Forrester
This requires a shift in priorities
“Executives must pull budget dollars from areas that traditionally
created dominance — and invest in four priority areas:
1. Real-time customer intelligence
2. Customer experience and customer service
3. Sales channels that deliver customer intelligence
4. Useful content and interactive marketing
Source: Bernoff, Josh, with David M. Cooperstein, Michelle de Lussanet, and Corinne J. Madigan.
“Competitive Strategy In The Age Of The Customer.” Forrester Research, Inc. 6 June 2011.
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The DMP is the emerging hub of digital marketing
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A DMP provides the ability
to deliver “connectedness”
at a more personal level.
And do it in real time.
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Data about your customers is everywhere.
Turning it into connected intelligence isn’t so easy.
Data about your customers is everywhere. Turning it into actionable intelligence isn’t always so easy.
© 2012 Forrester Research, Inc. Reproduction Prohibited
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Digital marketing investment continues to grow,
largely on the promise of digital targeting capabilities
© 2012 Forrester Research, Inc. Reproduction Prohibited
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But creating relevancy for your audience is easier
said than done…
Online data overload
The PII problem(s)
Silo struggles
Three critical data challenges for
today’s marketer
© 2012 Forrester Research, Inc. Reproduction Prohibited
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Online data overload
The online data dilemma
• Nearly infinite # of vendors
• Anonymous cookie data aggregated from publishers
• Behavioral and beyond
• Little to no transparency into quality and practical
applicability
© 2012 Forrester Research, Inc. Reproduction Prohibited
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The PII problem(s)
Personally-identifiable information
faces challenges
• PII has been the backbone of most targeted
marketing from direct mail to e-mail
• Current PII data management practices struggle to
address real-time marketing challenges – fail to
incorporate changes quickly
• PII remains isolated from the non-PII data world,
limiting its applicability across digital channels
• Evolving regulatory standards are changing the
way consumers and marketers manage data
© 2012 Forrester Research, Inc. Reproduction Prohibited
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Silo struggles
© 2012 Forrester Research, Inc. Reproduction Prohibited
Channel-based data silos create disconnected
experiences for customers across touchpoints
• Customers demand relevant experiences as
they move across touchpoints
• But current data practices mean that marketers
can’t deliver consistent, connected experiences
• Customer interactions within one channel
currently don’t often help inform optimization in
other channels
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Successful marketers have no choice but to
overcome these consumer data challenges
• Channel proliferation and fragmentation continues to grow.
Customers are using more channels across more screens to
interact with brands than ever before.
• Cluttered environments demand greater relevancy. Marketing
clutter is only getting worse. Anything less than the highest
relevance in just white noise.
• Regulatory changes demand greater control and coordination.
Whether imposed by the government or self-enforced, marketers
will soon have to allow consumers to control their audience data.
© 2012 Forrester Research, Inc. Reproduction Prohibited
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Marketers need multiple capabilities to better
manage and apply consumer data
Universal customer profiles
• Create a single view of the customer based upon input from PII and non-PII data sources
Real-time segment building
• Update and optimize customer profiles based upon real-time interactions with customer touchpoints
Data portability
• Apply customer profile in any targetable channel (e.g. display ads)
Data actionability
• Apply customer profiles in a channel through any execution technology (e.g. ad server)
© 2012 Forrester Research, Inc. Reproduction Prohibited
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It’s the role of the DMP to clean up this data mess.
© 2012 Forrester Research, Inc. Reproduction Prohibited
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What makes a data management platform (DMP)?
• Data intake and aggregation. Ingest data from 1st, 2nd, and 3rd
party sources – including universal container tag functionality.
• Segment Building and Manipulation. Functionality that allows a
marketer to flexibly combine data sources to build custom
audiences.
• Self-serve user interface. Web-based interface for direct access
to tools, features and reporting.
• Linkages to relevant channel environments. Integrations with
relevant channels through channel execution technologies –
including website content, display and email today, with search and
video likely to soon follow.
© 2012 Forrester Research, Inc. Reproduction Prohibited
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DMPs help eliminate data silos – helps PII and non-
PII data work together
© 2012 Forrester Research, Inc. Reproduction Prohibited
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How are marketers using DMPs today?
Bring offline customer
databases online
Aggregate audience data from multiple
online channels
Unify audience analytics across digital channels
© 2012 Forrester Research, Inc. Reproduction Prohibited
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Why does this matter?
• Audience segments become independent of execution
channel. Gain more scale and flexibility from your data.
• Make segments works in anonymous, brand-oriented
channels. Turn personally-identifiable data like e-mail lists into
actionable segments for display advertising.
• Maintain message consistency and relevance across
channels. Make fewer tradeoffs on the segment level between
message consistency and customization.
• Migrate towards cross-channel attribution. Getting a single view
of the customer across all channels is an important step.
© 2012 Forrester Research, Inc. Reproduction Prohibited
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Making the most of your DMP
• Look to your CRM and Customer Intelligence team for
expertise. Consumer data expertise sits across your organization.
Making the most of the DMP will be an enterprise activity.
• Treat it as more than a media buying technology. You’ll get the
most out of the DMP if you use it for more than display ad targeting
– make sure to consider its cross-channel implications.
• Audit your data assets and needs. What first-party data can you
leverage? What gaps do you need to fill?
© 2012 Forrester Research, Inc. Reproduction Prohibited
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A DMP puts marketers in
front of an important shift.
We’re moving away from optimizing channels
toward optimizing audience relationships.
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Brands can deliver
“connectedness”
at a more personal level.
And do it in real time.
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iCrossing acquired Red Aril
to help marketers create
more personal experiences
for their audiences.
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Matching audiences with contextual content
Audiences
• Demographic Markers
• Psychographic Markers
• Media Exposures
• Search History
• Site Behavior
• Social Graph
Content
• Media
• Categories
• Semantics
• Lifespan
• User Generated
Context
• Competitors
• Brands
• Devices
• Channels
• Socio-economics
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Let’s be clear on what we mean by audience
Social
Graph
Purchases Website
Visits
Impressions Search
Behavior
An “audience”
http://google.com
http://amazon.com
http://facebook.com
http://esquire.com
http://doubleclick.com
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Style & Fashion -> Fashion -> Fashion News
Style & Fashion -> Clothing & Accessories -> Accessories -> Jewelry
(I.S.=3.75)
Style & Fashion -> Clothing & Accessories -> Clothing -> Vintage Clothing
(I.S.=2.83)
Arts & Entertainment -> Recreation -> City Guides -> Los Angeles (I.S.=5.4)
Style & Fashion -> Clothing & Accessories -> Accessories -> Jewelry
Style & Fashion -> Clothing & Accessories -> Clothing -> Vintage Clothing
News & Media -> Fashion Magazines
TargusInfo: Female; Exelate: Age 30-35, Travel Enthusiast;
Bizo: Senior Executive, Business Traveler
High Net Worth
Elle Subscriber – expires 2012/3/31
Fashion Addict
Renewal Ready
Audience profiling in real time
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• Securely collects, integrates, and analyzes the entire data portfolio
• Models data into custom audience segments
• Segments that are actionable in real time
Audience data provides benefits to the marketer
Performance
(Direct Response)
Audience Reach
(Brand Focus)
Data Alliances
(Cooperative)
Audience Analytics
(Attribution)
Status: ?
Age: ?
Lifestyle: ?
Life Stage: ?
DMA: ?
Intent:?
Status: Frequent Visitor
Age: 21-38, HHI: $100K+
Lifestyle: Mover & Shaker
Life Stage: Expected Mom
DMA: New York
Intent: Auto, Luxury Travel
Anne
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Red Aril: highly scalable, extremely flexible platform
3rd Party Data
Offline Data e.g. CRM, POS
Ops Sales
Marketing Platforms
• Ad Servers
• Inventory/Yield Optimizers
• Content Management
• Site Personalization
• Creative Optimization
• Ad Networks/DSPs
• Mobile Networks
• Ad Exchanges/SSPs
• Data warehouses
Data Monetization
• Data Exchange
• Private Exchanges
Integrated Data Portfolio
Marketing
Website Data
Mobile Data
Social & Life Data e.g. Registration, etc.
Analytic & Insight
Digital Data e.g. Email, Search
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Browser
Real–Time Processing
Audience Development
Audience Optimization
Audience Verification
Audience Extension
Closed-Loop Optimization
API
Batch
Custom
Event Classification System
Application Interface Client
Self-Service
Red Aril
Full-Service
Audience Management
Data Integration
Data Integration
1st, 2nd, 3rd – Online, Offline (CRM)
Data
Ma
na
ge
me
nt
Data Protection
Data Analysis
Data Rights
Data Inventory
Providing a full data management solution
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Attribution
modeling
Social
data
3rd
party
data
Youtube
Intent data
Device data
Look-a-likes
Social
campaigns
SEO
campaigns
Spot cable
TV buying
Direct
marketing
Call center
systems
Brand Standards/
Governance
Data Security
The First Integrated Brand Platform For the digital age
But the opportunity is larger
Source: Forrester Research, Inc.
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• Marketing will only be more data driven
• Making that data actionable is a business necessity
• Today that data lives in too many places
• Today that data lives in proprietary black boxes
• CMOs will demand ownership of their own data
• They will be expected to know their audiences better
• And they will need that data in real-time
A DMP is mission critical to your business because
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How do I engage with iCrossing & Red Aril?
Audience-based
Media Buying
(RTB Display Advertising)
Audience
Insights & Analytics
(Segmentation modeling)
Connected Marketing
Programs
(Designed around audiences)
Audience Modeling
& Profile Development
Tag Management
& Data Protection
(Secure data collection and control)
Data Management Platform
(SaaS + Services + Analytics)
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To speak with a
DMP expert, contact:
dmp@icrossing.com
Q&A
To receive your copy of
“The DMP Is The Audience
Intelligence Engine For
Interactive Marketers” by
Michael Greene, contact:
findout@icrossing.com
Thank you
Adam Lavelle
Chief Strategy Officer, iCrossing
Michael Greene Senior Analyst, Forrester Research
To speak with a DMP expert,
contact dmp@icrossing.com
Find out more at www.icrossing.com
Follow us at Twitter.com/icrossing
Become a fan at Facebook.com/icrossing