Post on 21-Mar-2017
THERE’S MORE DATA THAN THERE HAS EVER BEEN
90% 110.7 TRILLION
OF ALL DATA CREATED IN THE LAST 5 YEARSE-MAILS, TWEETS, FACEBOOK
POSTS & GOOGLE SEARCHES IN 2014
WITH EACH TYPE SERVING A DIFFERENT PURPOSE
1st PARTY DATA
YOUR data:
• CRM• Web analytics• Subscription data• Social data• Mobile data
2nd PARTY DATA
PARTNER data:
• Similar to first party• Bought in from other
publishers
3rd PARTY DATA
OTHER data:
• Generated by other platforms
• Can be aggregations of multiple sites
EFFICIENCY
TARGET / EXCLUDE EXISTING CUSTOMERS
EXCLUSIVITY
REACH BESPOKE AUDIENCES WITH A TAILORED OFFERING
SCALE
PROSPECT TO ‘IN-MARKET’ USERS
THEN LEVERAGE IT TO ACHIEVE YOUR OBJECTIVES
1ST PARTY DATA SEGMENT TARGETING
REDUCED WASTAGE THROUGH IMPRESSION
SUPPRESSION
IMPROVED PERSONALISATION OF
ADS
ENHANCED CROSS-SELL ABILITIES
COMBINE ON AND OFFLINE FOR SINGLE
CUSTOMER VIEW
PROGRAMMATIC TECH BUILDING BLOCKS, SIMPLIFIED
Automated Marketplaces
SELL SIDE/SUPPLY
BUY SIDE /DEMAND
BREAKING DOWN THE BUILDING BLOCKS
All addressable channels:
DisplayMobileVideoRadio
Publishers
DSP Demand Side
Platform
SSPSupply Side
Platform
DMPData
Management Platform
Automated Marketplaces
AdvertisersAgencies
& Trade Desks
DEMAND SIDE PLATFORMS EXPLAINED
DSP Demand Side
Platform
DMPData
Management Platform
Automated Marketplaces
AdvertisersAgencies
& Trade Desks
• A DSP is a technology platform enabling traders to buy digital media programmatically via a single interface.
• Makes smart decisions about campaign delivery depending on the criteria set by the traders
• Can process massive amount of data in near real time
ENABLE CLIENT DATA TO POWER/INFORM THIS BUYING PROCESS
DEMAND SIDE PLATFORMS IN ACTION
Step 1: Users request web
page
Step 2: Ad server: “Do I have a guaranteed
impression?”
Yes
No
Step 3 – Yield Optimizer: “Hey, DSP’s – we have someone!”
DSPs
$0.95 pass $0.47 $2.10
$0.96
Step 4: Highest bidding DSP wins the ad impression, delivers
creative
Akamai: Visited OpticWhiteLotame: F18-34
Bluekai: Fashion IntendereXelate: Online Shopper
Yield Optimizer & Exchange
DSPs: “who is this? Do we want to bid?”
THERE ARE MULTIPLE METHODS TO DO THIS, EACH HAVE DIFFERENT BENEFITS
EMAIL MATCHINGUse of customer emails within channelsSingle data point
CRM ONBOARDINGCustomer database matched to cookies (with attributes attached)
BOUGHT SEGMENTSConsumer segments (representative of target audience) can be bought from 3rd parties and activated
LOOK-A-LIKE MODELSBehavioural traits e.g. convertors can be modelled
by 3rd parties and targeted
UTILISING YOUR CUSTOMER DATA ALLOWS US TO TARGET (OR EXCLUDE) USING WHAT WE KNOW ABOUT EXISTING CUSTOMERS
EMAIL MATCHING
EMAIL MATCHINGUse of customer emails within channelsSingle data point
CRM ONBOARDINGCustomer database matched to cookies (with attributes attached)
BOUGHT SEGMENTSConsumer segments (representative of target audience) can be bought from 3rd parties and activated
LOOK-A-LIKE MODELSBehavioural traits e.g. convertors can be modelled
by 3rd parties and targeted
EMAIL MATCHING, WITHIN CHANNEL
CUSTOMER EMAIL ADDRESSES
MATCHED AGAINST IN-PLATFORM ACCOUNTS
INDIVIDUALS IDENTIFIED WITHIN PLATFORM
AVAILABLE TO TARGET WITHIN CHANNEL
SEGMENT CUSTOMER DATABASE
EXPERIAN: CRM DATA INGESTION PROCESS ILLUSTRATION
LEGALMATCHED SEGMENT PROFILE AVAILABLE
CAMPAIGN LIVEACCOUNT SETUP IN EXPERIAN
FLAT FILEUPLOAD &
MATCHED TO ID KEYS
IDs PUSHED FROM EXPERIAN
TO DSP
ID SYNC (EXPERIAN/DSPs)
~60%
BOUGHT SEGMENTS
EMAIL MATCHINGUse of customer emails within channelsSingle data point
CRM ONBOARDINGCustomer database matched to cookies (with attributes attached)
BOUGHT SEGMENTSConsumer segments (representative of target audience) can be bought from 3rd parties and activated
LOOK-A-LIKE MODELSBehavioural traits e.g. convertors can be modelled
by 3rd parties and targeted
VIA DSPs, 3RD PARTY AUDIENCES CAN BE BOUGHT ACROSS THE MEDIA ECOSYSTEM
DISPLAY TV MOBILE SOCIALPROGRAM
MATIC
WITH THE SAME AUDIENCE ACTIVATED ACROSS EACH CHANNEL
DISPLAY TV MOBILE SOCIALPROGRAM-
MATIC
MOSAICS
PERSONICX
SIMPLE DEMOGS
LOCATIONAL
CUST. SEGMENT
LOOK-A-LIKE MODELLING
EMAIL MATCHINGUse of customer emails within channelsSingle data point
CRM ONBOARDINGCustomer database matched to cookies (with attributes attached)
BOUGHT SEGMENTSConsumer segments (representative of target audience) can be bought from 3rd parties and activated
LOOK-A-LIKE MODELSBehavioural traits e.g. convertors can be modelled
by 3rd parties and targeted
CREATING AND ACTIVATING DISPLAY LOOK-A-LIKES
3RD PARTY TAGS DROPPED TO CAPTURE AUDIENCES WITH SPECIFIC BEHAVIOURS E.G. COVERTERS
LOOKALIKE MODELS USED TO SCALE ‘CONVERTERS’
ACTIVATE THOSE SCALED AUDIENCES VIA DSPs
WHAT IS A DATA MANAGEMENT PLATFORM or ‘DMP’
A centralised platform to store and manage multiple data sources
NOT a data warehouse or CRM database
And subsequently segment customers based on behaviour
A media DMP allows us to match data sources to cookies
We can then activate these segments across media channels
HOW DOES A DMP WORK?
Ingest multiple data sets Match cookies to users and segment Activate single view of customer
1st PARTY DATA(our customer data)
2nd PARTY DATA(from partners)
3rd PARTY DATA(from other sources)
ACCURATELY ATTRIBUTING PERFORMANCE
Standardise conversion measurement
More accurately measure the value of marketing activity
Determine optimal marketing mix
Provide actionable insights at each level (in-channel, cross channel)
Understand drivers and impact of new customer conversions -vs- upsellconversions