TrackSimple Board of Directors

Managing the Modern Media Plan

Data 2.0

Today’s marketer has to deal with dozens of

media sources.In 2010 more than 55% of online

spend will not measure or optimized and potentially wasted.

Source: eMarketer: http://www.emarketer.com/Report.aspx?code=emarketer_2000710

Modern Media Plan: 5 - 25 ad serving partners

Tactic Ad Serving Partners Budget % Budget CPM CPC

Search Google, Bing, Ask.com 17% 374,000 $1.00

Display - Contextual (Dog sites) DogTime, MarthaStewart 28% 616,000 $5.00

Display - Social (Targeted Facebook) Facebook Ads, LinkedIn Ads 5% 110,000 $5.00

Display - Behavioral, Post Purchase Rep...

Brand.net, Mindset Media, Lotame, Media 6 12% 264,000 $5.00

Display - Purchase Targeting (competitve

Grocery Shopping Network, Yahoo CDN 0% 0 $12.00

Display - Purchase Targeting brand-relat Grocery Shopping Network 20% 440,000 $12.00

Mobile AdMob, Quattro Wireless 0% 0 $15.00

Online Video YouTube, VideoEgg, YuMe, Adapt.tv 0% 0 $15.00

Website Prints Coupons.com 0% 0 $5.00

DFSI Coupons.com, redPlum, SmartSource 0% 0 $5.00

Website & Facebook Presense Creative costs 0% 0

Inhouse & DM Connect 2.3% $49,503

Ad Serving 5.0% $100,571

Data & Reporting 1.1% $23,200

Coupon Prints 0.5% $10,070.70

Coupon Redemption 0.8% $17,724.43

Agency Fees 7.2% $157,745.28

Totals 98% $2,162,814

But, if data drives results you need to:

collectreportshare

data & reports

systems we use every day

And you get data from:

from ad servers like these:

and data from media plans including:

campaign metadataaccount manager

sites & placementscreative detailsnegotiated CPMconversion data

and from analytics engines:

and from audience vendors:

data is generated using:

(as an industry, we are tag ‘happy’)

tags & cookies

finally your data ends up here:

Ok, now you knowwhere it is...

..but can you get it out?Sure, just log into each vendor

and fetch it yourself.

Login screens...

and when you get it, it looks like this.

Now you are done with Step 1collectreportshare

And it took you days.

16The Media Intelligence Platform © TrackSimple, Inc. 2010

manuallylogin to each source

configure report

download or email

cut and paste into excel

normalize names, group ads

build pivot tablecreate graphs

decide guess where to spend more

So, your whole job life starts to look like this…

17The Media Intelligence Platform © TrackSimple, Inc. 2010

manually (cont.)copy data and graphs to

powerpoint write bullet points (positive spin)

share with colleague

schedule & present to client

get sign off to take action

Now Monday & Tuesday have passed Now Monday & Tuesday have passed

But wait, you aren’t done yet…

Now it’s Thursday, get ready to start again Monday!Now it’s Thursday, get ready to start again Monday!

Data 1.0siloed

manualcomplicated

rear-view mirrorlose the ROI of Now

You live in a world we call

Monday & Tuesdayper client

you are probably spending:

Costing you time, money and opportunity

Ok, so what is Data 2.0?

Data 2.0 PrinciplesOpen System: Aggregate data from anywhere, in any format

Automated: Update your data every day

Simple: Provide one place to see everything

PredictHelp you optimize & predict winners

Extend: Plug into other programs via API’s

If you are trying to do this:

And it’s taking you Monday & Tuesday...

collectreportshare

TrackSimple Confidential

… and get Tuesday Back

Try Data 2.0