PLATFORM ENABLERS - Merkle · Platform Enablers . 3 . Session Content • Setting the Context –...

PLATFORM ENABLERS

Identity Management

Audience Management

Consumer Privacy & Compliance

Media Optimization

Channel Optimization

Experience Design & Creation

Platforms Utilization

Measurement & Attribution

Marketing Technology

Platform Data

Platform Execution

Platform Enablers

Introducing the Platform Marketer Competencies

2




Platform Data

Platform Execution

Platform Enablers

Introducing the Platform Enablers

3

Session Content

• Setting the Context – Ad-tech landscape – Rationalizing the digital stack

• Competency Detail – Platform Enablers

– Platforms Utilization – Measurement & Attribution – Marketing Technology

• Executing on Addressable Programs

• Key Takeaways

4 © 2014 Merkle Inc. | Confidential

Setting the

Context

The Adtech Landscape 5

Platform marketers has strong expertise in state of the art and emerging marketing technology and how it drives business value

The Platform Marketer – The Digital Marketing Stack Expert


Channel Execution Media Execution

Integration

Wor

kflo

w

Audience Platforms

Marketing Database

Identity Management

Analytics DMP Decision Management

The Platform Marketer can rationalize the adtech ecosystem into a marketing technology stack needed to meet its business needs and exploit AAS

The Platform Marketer – The Digital Marketing Stack Expert


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Platform Enablers

Competency Detail 8




Platform Data

Platform Execution

Platform Enablers


9

Audience Platform already

at scale on network

Soon we will see audience

extension off network at

massive scale

But these will become closed networks forcing the advertiser to answer how to create a single customer view using first party identity management

Third Party Inventory (exchange, ad network, etc.)

Each of these companies is working to extend the ability to reach their users off network which will result in absolutely massive scale


And new entrants are coming to the table with platforms that will drive tremendous scale

“Reach Amazon customers on Amazon owned and operated sites and on other high quality websites with Amazon Advertising Platform. Using the same personalization engine that

drives advertising on Amazon.com, AAP offers more options to extend the reach of your

campaign, without compromising the quality of your audience”


Addressability is reaching new levels of sophistication and scale due to the rise of the Addressable Audience Platform

An Audience Platform is a digital technology that enables automated, targeted, personalized experiences to individuals (known and anonymous) at scale utilizing first and/or third party data

Publishers

First Party Data

Aut

omat

ion

1st Party Data

Autom

ation

Individual Level

Targeting

Audience Platforms

Third Party Data

Marketer


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Key Dimensions of Platform Utilization Platform Marketers must master new targeting, tracking, and ad-formats in order to

leverage the scale of the new platforms for direct marketing

Targeting products leveraging the platforms proprietary 1st

party data and ability to leverage advertiser 1st party data is

necessary

Targeting Formats are larger rich media

units natively placed within relevant content

Innovative Formats Enabling basic tracking like a

conversion pixel is necessary and cross device

identification is the future

Tracking




Platform Data

Platform Execution

Platform Enablers


14

Guiding Principles of Measurement & Attribution • Measurement is an enterprise-wide currency that should consistently measure

the value of consumer interactions with the brand

• A centralized measurement mechanism is needed to show cross-channel interplay understanding the influence and correlation across channels as consumers move seamlessly through channels and across devices

• Enable the organization to learn from the past and make better future decisions

• Allow the Platform Marketer to know “What value marketing and sales efforts drive within my business.”

15

The addressable media plan is optimized through an integration of “top-down” and “bottom-up” measurement methodologies


Which inform broad strategic as well as very tactical decisions and execution



3% 14% 3% 5% 5% 5% 15% 5% 5% 40%

100%

Day 8-30 Day 1-7 Day 0-1

New Customer

Actual experience

Direct or Rules Based

Modeled

$

TV view Direct mail sent Alt Media Display view Email Website visit Paid search click

Mass and Offline Digital

@

@

@

@

@ 5%

Credit over applied to bottom of funnel touches. Other touches often ‘invisible’

Creates flawed financial view of performance

Model-adjusted interaction Most accurate and

actionable

Leverages a fractional approach to attribution and quantify the incremental impact of each marketing activity

Measurement & Attribution is fueled by a comprehensive broad media event stream

18

Extending Measurement & Attribution results into media platforms

19

Cookie

Keyword

User ID Conversion ID Event ID Attribution

Weight

1234 C76532 DM437 .05

1234 C76532 DI9076 .32

1234 C76532 PS674 .11

1234 C76532 Q8740 .25

Model-based attribution weights

Digital platforms

Targeted Experiences

Real-time bidding

Publisher

Publisher

Engine

Engine

Attribution data

10001011101010100111001110

Demand Side

Platform

(DSP)

Search Bid Platform

Anonym

ous targeting

Anonymous Data

The Platform Marketer can take these attribution weights and not only glean insight but also “push in” directly into the media decisioning applications to drive performance

19 19 © 2014 Merkle Inc. | Confidential 19

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Platform Data

Platform Execution

Platform Enablers


20

Audience Platforms

Wor

kflo

w


Marketing Database

Identity Management

Analytics

Integration

DMP Decision Management

DSP Search Ad Serving Site SFA/Contact Center

Business Rules Engine Personalization Engine Decisioning

Algorithms

Audience Management

RT Data Transfer Syndication

Connected Attribution Forecasting/Simulati

on Business Intelligence

Onboarding CDI/DDI Event Management

Customer 360° Preference Center Event Stream

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paig

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anag

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Man

agem

ent

MR

M

Messaging Mobile

Web Services APIs Tag

Management

Wor

kflo

w


Marketing Database

Identity Management

Analytics

Integration


Audience Platforms

Media specific platforms that manage the execution and optimization of consumer experiences across media including

search, digital media, and messaging

Channel specific platforms that manage the execution and optimization of consumer experiences across media including site,

app, POS, and contact center

Enables real-time interaction between the DMP and decision management platforms and media/channel execution

The orchestration of marketing tactics via algorithms and business rules across interactive media and

channels

Enables creation and management of audiences for real-time

marketing and syndication to first and third party audience platforms

Transforms data into actionable insights to inform relevant

marketing executions and enable measurement strategies

The management and association of identity attributes across all channels and media. The creation of a longitudinal view of the experience a consumer has with a brand (the consumer event stream)

The core of the marketing environment including the customer data warehouse, preference management, and online/offline event management.

Aut

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anag

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onte

nt a

nd th

e m

arke

ting

busi

ness

pr

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ross

the

orga

niza

tion

and

partn

ers

All of these enabling capabilities are managed within the design of the integrated technology stack


Audience Platforms

Wor

kflo

w


Marketing Database

Identity Management

Analytics

Integration



Business Rules Engine Personalization Engine Decisioning

Algorithms

Audience Management

RT Data Transfer Syndication

Connected Attribution Forecasting/Simulati

on Business Intelligence



Cam

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n M

anag

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nt

Man

agem

ent

MR

M

Messaging Mobile

Web Services APIs Tag

Management

Wor

kflo

w


Marketing Database

Identity Management

Analytics

Integration


Audience Platforms


Business Rules Engine

Personalization Engine

Decisioning Algorithms

Audience Management

Real-Time Data Transfer

Syndication

Connected Attribution

Forecasting/Simulation

Business Intelligence



Cam

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anag

emen

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RM

Messaging Mobile

Web Services APIs Tag Management

Merkle delivers this through a combination of proprietary tools and integration of best in class technologies we call the Connected Customer Platform (CCP)


Connected Recognition (cR) Ability to source, capture, cleanse, link and integrate all data and to recognize prospects and customers at

point of interaction regardless of the channel or media

The single CDI / DDI platform

Constructs a map of identity attributes and their association to each other

Registers and collates marketing events into a experience history (event stream) for each individual

• To understand who I am marketing to • Adjust marketing efforts relative to past experiences • Creates an accurate picture of a consumer

Why it is needed

• Data quality engine for identity components • A rules engine to create associations • Leverages reference bases to inform linkages • Chronologically logs events at an individual level

How it works

• Breaks down channel and media silos to enable customer-centricity • The basis for richer consumer profiles, complete attribution and

personalized experience delivery

Value it provides


Marketing Database The foundational component for marketing solutions. The role of the database is to manage marketing data assets for

use in marketing execution and analysis

• Rationalized data asset management for the entirety of the marketing record

• Supports enterprise tools for marketing • The all-in database for marketing data

Why it is needed

• Transforms data into a usable asset • Integrated data is housed in a system for marketing tools • MRM, automation and BI tools provide user access

How it works

• The consumer-centric view of marketing data • It is the single truth of the customer • The foundational component for all other marketing activities

Value it provides

The role is evolving to include the unique anonymous person

The market database role is not diminishing


Insights Platform

• Clients want insights, not data • Need to focus on nuggets of powerful information • Provided clients hands on interface to our platforms

Why it is needed

• Create solution specific datamarts • Sophisticated modeling and optimization • Client facing interfaces

How it works

• Often the “face” of our large DB engagements • Single place of truth for measurement • Forward looking “what if” analyses

Value it provides

Input Intelligence Action


Insights Platform transforms data into actionable insights to inform relevant marketing executions and enable measurement strategies

Reporting & Analytic Playground

Connected Attribution Engine

Scenario Planning & Optimization Engine

DMP – The Market Today This module allows key data elements to be accessible across anonymous and known execution currencies in real time


Media Execution DMP Provide data management functions for media execution

Pure-play DMP Provide data management functions for media execution

Democratize data to fuel media and channel activities

Experience DMP Provide data management functions for media execution

Democratize data to fuel media and channel activities.

Closely links decision management capabilities to drive consumer experiences.




Decision Management This component manages consumer interactions in an optimal fashion by delivering consistent,

personalized customer experience across touch points

• Increase relevance and impact through personalization • Centralizes and coordinates decisions • Guard against broken consumer experiences

Why it is needed

• Engine for organizing business rules • Able to interact across all channels • Executed in real-time or non-interactive cases • Analytics driven; integrated with Insight Platform • Supports testing and self-tuning rules algorithms

How it works

• One voice for brand communications • Coordinated communications across enterprise • Focuses you on data that matters • More value with every touch

Value it provides

Data is used to personalize communications & make recommendations based on what an individual is likely to need and respond to

Automated decision capabilities drive subsequent interactions based on rules algorithms that monitor events & trigger actions

Audience Profile

Anonymous Individual

Known Individual

Analysis & Visualization

Audience Management

Data Exchange

27

Recognition Event Optimization Personalization

Interactive Services Conductor

Identity Event

Recognition Decision

Management Business

Rules

Decision Services

Testing Algorithmic Decisions

Channel Specific Interface

CC Display Search Social Mobile Site


Mobile Email CRM DSP Search

Site DM Video

Integration Services

Audience Platforms

Segment

Next Best Offer

Marketing Applications

Data Ingestion

Internal Data Sources

Enterprise Data & Analytic Services

Onb

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ing

Ana

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s

Dec

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anag

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Marketing Database

DM

P

Iden

tity

Man

agem

ent

The Platform Marketer takes this a step further and implements the data, analytic, and integration “nervous system” required to deliver on AAS

Executing on Addressable Programs Will Fundamentally Change the Marketing Process



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Platform Enablers - Key Takeaways • Platform Utilization – The Platform Marketer enables addressability at scale by

leveraging a digital technology landscape that enables automated, targeted, personalized experiences to individuals (known and anonymous) at scale utilizing first and/or third party data

• Measurement and Attribution - Measurement is treated as en Enterprise-wide

currency and is enabled by a centralized mechanism that measures the value of sales and marketing efforts at a very granular, cross-channel level

• Marketing Technology – The Platform Marketer has a strong grasp on state of the ark, emerging marketing adtech space and has rationalized how to leverage marketing technology to drive optimal sales and marketing efforts within their organization





Platform Data

Platform Execution

Platform Enablers

Platform Enabler Breakout Sessions Platform Utilization – Ballroom

Measurement & Attribution – Miramar II/III

Marketing & Technology – Miramar I

Matthew Mobley Chief Marketing Technology Officer [email protected] @MatthewCMobley www.linkedin.com/in/matthewmobley

Thank You!

Ed Forman SVP, Analytic Innovation [email protected] @Ed_Forman www.linkedin.com/pub/ed-forman/2/b68/5ab/


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http://www.linkedin.com/pub/ed-forman/2/b68/5ab/�

PLATFORM ENABLERS - Merkle · Platform Enablers . 3 . Session Content • Setting the Context –...

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