Prepare for The Future by Rick Jones
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Transcript of Prepare for The Future by Rick Jones
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PREPARE FOR THE FUTURE
WHILE TAKING ADVANTAGE OF THE PRESENT
Rick JonesHead of Business Development, DoubleClick
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Google confidential
Tipping Point
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Google Confidential and Proprietary
...of Fortune 500 organizations will fail to effectively exploit
big data for competitive advantage through 2015.
Source: Gartner Predictions, 2012
85%
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Confidential and Proprietary
Competitive advantage
“There are only two sources of competitive advantage:
The ability to learn more about our customers faster
than the competition,
and the ability to turn that learning into action faster
than the competition.”
Jack WelchFormer CEO of GE
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Confidential and Proprietary
Technology powered marketing
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Google Confidential and Proprietary
BIG DATA IS NOTHING NEW
CRM
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SINGLE VIEW?
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Google Confidential and Proprietary
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Google confidential
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Google confidential
Programmatic marketingBring the same data-driven learning and optimization to your marketing, creative and media buying
THE PERFECT AD
Right format
Right audience
Right setting(time, place, context)
Right creativeand message
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“We are drowning in
information but starving
for Knowledge”
John NaisbittAuthor and Futurologist
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Make every customer interaction more valuable than the last
Access Analyse Actionto every customer
interactionthe value of every
interactiona more valuable
interaction
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Google Confidential and Proprietary
Start by Collecting ‘Audience’ DataAccess
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Confidential and Proprietary
Data = Audience signalsAccess
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Action
Alarm
8:11a
Fashion
10:01a
Mapping
11:50a
TradePress
4:45p
News
6:32p
Review Site
2:51p
Social
10:30a
VideoStream
8:24p
Social
10:34p
Fashion
10:01a
VideoStream
8:24p
News
6:32p
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Analyse
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“Sometimes not speaking
says more than all the
words in the world.”
Colleen HooverAuthor
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ONE PICCADILLYTDK for 24 years
Coca Cola for 60 years
McDonald’s for 27 years
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Confidential and Proprietary
Personalised world
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Google confidential
Complexity Conundrum
AudienceFragmentation
Multiple Devices
Technology Solutions
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by MediaCom, 00.00.0000Presentation Title Here
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Unified Platform increases efficiency
by up to
33%
Source: Cutting Complexity, Adding Value; Boston Consulting Group commissioned by Google, May 2013
Access
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Google confidential
Single attribution
model
More holistic view of your audience
Campaign performance
and reach
Integrate your data for better insights
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GETTING YOUR HOUSE IN ORDER
CREATIVE
SEARCH
SOCIAL
DISPLAYANALYTICS
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CREATIVE
SEARCH SOCIAL
DISPLAY
ANALYTICS
3rd PARTYDATA
GETTING YOUR HOUSE IN ORDER
CRM
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CREATIVE
SEARCH SOCIAL
DISPLAY
ANALYTICS
3rd PARTYDATA
PARTNERING IS KEY
CRM
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REAL TIME BIDDINGAd inventory
bought and soldin milliseconds…
…through an instantaneous
auction
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Google Confidential and Proprietary
GAP Audiences shared with DBMIntegrate Onsite & Offsite
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Google Confidential and Proprietary
Telecoms Case Study: Powerful DBM & GAP Integration
How valuable are they? Are they
engaged with our brand?
Have they bought from us before?How likely are
they to convert?
Telecom Advertiser’s
Website
CPA80% below target
6 million additional engaged consumers
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THANKS