Examining the role of customer centric data in programmatic media
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Examining the role of customer centric data in programmatic media
ad:tech London – 11th September 2013
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68% of CMO’s say it’s important to create value from digital channels.
Only 13% say their performance is leading edge.
2012 Interactive CMO Insights Survey
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Programmatic marketing uses real time systems, rules and algorithms to automate the delivery of data driven, targeted and relevant experiences to consumers as they interact with a brand’s many touch points.
The experiences include targeted offers, messages, content or ads across paid, owned and earned channels. The best programmatic marketing recognises the consumer as he moves between channels and touch points, so that each interaction informs the next.
John Nardone CEO [x+1]
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By 2017 the CMO will spend more on IT than the CIO.
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Presentation Title Hereby MediaCom, 00.00.0000
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Integration
vs.
Interoperability
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Data Management Platform (DMP)
“A unified technology platform that intakes disparate first, second and third-party data sets, provides normalisation and segmentation on that data, and allows a marketer to push the resulting segmentation into live interactive channel environments.”
Forrester Report: The DMP Is The Audience Intelligence Engine For Interactive Marketers
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Data and process are the new black.
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71% of marketers plan to implement a big data solution.
Only 18% of marketers have a single customer view.
Only 57% of marketers plan to use data to drive real-time decisioning in the next two years.
Teradata – Global Data-Driven Marketing Survey 2013
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10
Why is a DMP so important?
• Who are your customers?
• What attributes define them?
• Which specific products are they currently in-market to buy?
• What are they likely to buy next?
• How do you reach more of them?
• How safe is your customer data and are you leaking gold without knowing it?
BUT collecting, analysing, managing and acting on this data is a complex challenge.
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A DMP provides these capabilities
Control and segment 1st party customer and campaign data
Compare and synchronise with 3rd party data
Activate audience segments across online display, search and social advertising campaigns
Deliver personalised targeting across web and ecommerce platforms
Target audiences throughout the consumer journey – Acquisition, retention and cross-sell
Get visibility into the ROI each campaign delivered for each segment
Protect privacy through management of 3rd party data collectors
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Audience segments can be utilised for personalised onsite targeting across web platforms to increase conversion
Internet Activity
DMPServers
Aggregates 1st Party Data
DMP
Aggregates 3rd Party Data1
DMP integrates and unifies 1st Party and 3rd Party data (via cookie synching) to create audience segmentation
CRM Database
2
1
DSP or Trading Desk
Audience segments are passed into Demand Side Platform (DSP) or Trading Desk for audience targeting across media inventory sources
OnsiteData
CampaignData
How does a Data Management Platform work?2
3
5
Minimise data leakage via DMP tag management (removal of ad network tags etc.)
6Drives media efficiency by excluding or negatively targeting existing customers
4
7
X
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Client Customisation – Data planning, analytics, bid-algorithms
Trading Desks: One size does not fit all
AgencyGroup
Trading DeskIndependentTrading Desk
Client/AgencyTrading Desk
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Data Store
MicroLayerData
MacroLayerData
ClientDMP
DataModelling/PredictiveAnalytics
DSPBid Stream
DSPTrading
Strategies
PropData
Sources
Feed 1
Feed 2
Feed 3Fe
ed 4
DataVisualisation
Data Planning/Engineering
Data Science/Analytics
Trading/Optimisation