MAKE THE MOST OF YOUR DATA    

DATA SOURCESONLINE• DMP’s• Container Tagging Solutions• Adservers• Ad Networks• Publishers• Site Side Analytics

OFFLINE• CRM and Product Databases• Email Lists• Billing Databases• Research

SITE SIDE DATASHOPPING CARTSHOPPING AREASCONVERSION FUNNEL

PUBLISHER SIDE DATA• Search Query Data• Contextual Keyword Data• Registered User Profile Data• Content Consumption Behavioral

Data

• Log Level Impression Data• DMP Boolean collected and built Audiences• Multi Touch Conversion Data• Predictive Audiences Modeled from

Conversions or High Performing Audiences

AD TECH DATA

• Store it Somewhere, Storage is Cheap now!• Bring data online anonymously

• LiveRamp• Datalogix• Experian

• Facebook Email List Upload• Publisher Side Data Join to Supplement Match Rate• Custom Modeling to Find Prime Audiences

• Acxiom• Neustar• Merkle

OFFLINE DATA

• Incredibly valuable and virtually free

• Weed out existing customers (unless re-sell and upsell potential, in that case segment)

• Hold out users for Control vs. Test environments

• Temporarily suppress to market to users in waves to try to strike in their moment of decision, and conserve media spend when they are out of cycle

SUPPRESSION

• Invest in Reporting

• Rely on others to gather data, store it, and organize it yourself

• Automate it!

REPORTING

Cost vs. Conversion Rate

Modeled Offline RON RT Search Third Party $-

$0.50

$1.00

$1.50

$2.00

$2.50

0.00%

2.00%

4.00%

6.00%

8.00%

10.00%

12.00%

Typical Budget AllocationModeled; 14.77%

Offline; 13.58%

RON; 57.69%

RT; 12.58%

Search; 1.06% Third Party; 0.32%

Thank YouBRIAN TOMASETTEDirector | Platform Sales & Development