1 | Why DMPs need COEs 2 | Steps to create your own DMP ... · • Support Media Personalization...

© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 1

1 | Why DMPs need COEs

2 | Steps to create your own DMP COE

3 | Call to action and takeaways


Why does a DMP require a COE?

© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Breakdown silos

3

CONVERSION ENGAGEMENT CPA, ROAS ORDER VALUE VARIED

AUDIENCE EFFICIENCY CUSTOMER RETENTION CUSTOMER ACQUISITION LOYALTY PROGRAMS VARIED

AUDIENCE TEAM PERSONALIZATION TEAM MEDIA TEAM CRM TEAM AGENCY OR PARTNER

T E A M S

U S E C A S E S

M E T R I C S

Audience Suppression

Audience Activation

Audience Testing

AudienceStrategy


I bought a DMP…. Now what?!

Align with Stakeholders

Organize your Work

Organize your Team


5

Step 1: Align with Stakeholders


Reporting

Real Time S2S Integrations

Data Governance Tools

Flexible, scalable framework

DMPs have a multitude of capabilities

Adobe Audience Manager

Identity ManagementProfile Link

Third party device graphsDevice Co-op

Data ScienceLookalike Modeling

Audience Lab

Data EconomyAudience Marketplace

2nd party data share


Reach Experience Efficiency

Digitize offline data

Suppress converters across channels

Frequency cap across touch points

Test targeting platforms

Centralize segmentation

Audience activation at scale

Content Personalization

Enrich audience insights

Integrate messaging across business units

Connect Devices

Create segmentation

DMP Use Case Opportunities

Sequence Offers Enrich audience insights

Personalize across campaigns

Leverage 2nd and 3rd

party data


Recognize your own unique situation

• Support Media Personalization

• Support Site Personalization

• Inform Audience Insights

Know your goals

Who is in the driver’s seat?

What is the current state of your data?

• Media

• CRM

• IT

• Sitting on a dusty shelf – not being used at all

• Some data is in play today, but it’s really fragmented

• Able to leverage all 1st party data harmoniously

What do you want to achieve?

What is important to your organization?

What homework do you need to do before you start?

What are the top things you know you should do differently?

What actions can you affect most quickly?

What data are you NOT already using?


9

Step 2: Organize Your Work


Inbound DataIntegration

Trait Creationand Taxonomy

IdentityResolution

Foundational Work Streams: Implementation Phase

IntegrateDestinations

Segment Strategy


Work Load is Driven by Use Cases

AUDIENCE EFFICIENCY

CUSTOMER RETENTION

CUSTOMER ACQUISITION

LOYALTY PROGRAMS VARIED



Segment Strategy IdentityResolution


USE CASES


12

Example Roadmap Evolution0.0 Implementation + Test Case Activation

1.0 Expand Reach 2.0 Efficiency & Insights

3.0 Internal Coordination

Inbound Data Integration

CRM Data Adobe Analytics Data; 3rd Party Audience Marketplace

Media Exposure Data n/a

Trait Creation & Taxonomy

CRM Traits/Taxo Analytics Traits/Taxo Media Traits/Taxo n/a

Segment Strategy

CRM Segments Modeled Segments Media Exposure Segments Persona Segments

Identity Resolution

Collect Known Customer Data

Expand Segment Size using a Device Graph

Fine tune audience via Profile Merge Rules

Leveraging Profile Merge for Global Frequency Capping


Adobe Ad Cloud Dynamic Ad Server Audience Lab, Analytics Adobe Target, Adobe Campaign


Revisitquarterly

Activation Milestone Internal Use Case Prioritization New Feature Adoption

Consider addingworkstreams

Standard operating procedures Audience optimization Audience insights



Segment Strategy IdentityResolution

Roadmap Is Dynamic



14

Step 3: Organize Your Team


DMP Operating Models - Organizational options for Digital Transformation

BU Specific

Enterprise-wide(Breadth, Strategic)

(Depth, Tactical)

Flexibility

Focus

Autonomy Standardization

Decentralized

CentralizedHub-and-Spoke

Adobe commonly recommends a Hub and Spoke model that can be tailored to your organizational dynamics- for example:• Global hub,

regional spokes• Regional hub,

market spokes


Leading Consumer Electronics Company

Leading International Hotel Chain

SINGLE INSTANCE

Single AAMInstance

BRAND A

MULTI INSTANCE

BRAND B

BRAND C

BRAND E

BRAND D

AudienceMarketplace

2nd Party Data

Role-Based Access Control (RBAC)

NAAAM Instance

LATAMAAM Instance

EMEAAAM Instance

APACAAM Instance

DMP Operating Models – Client examples


DIGITAL MARKETER

AUDIENCE DATA MANAGER

DIGITAL AUDIENCES ANALYST

PRODUCTMANAGER

OPTIMIZATIONEXPERT

CUSTOMER ANALYST

AUDIENCE DATA ANALYST

TECHNOLOGIST

PROJECTMANAGER

DATA GOVERNANCE COMMITTEE MEMBERSEX

TEN

DED

TEA

MCO

RE T

EAM

BUSINESS SKILLS TECHNICAL SKILLS

Audience Manager COE Roles


Layers of Engagement

Cross-FunctionalProject Team

StakeholdersSteeringCommittee


CORE PROJECT TEAM• Own Road Map and Project Plan• AAM Admin & Training• Communication Across the Org

• Project/Product Manager• AAM Admin• SMEs from Media, CRM, Analytics

STAKEHOLDER COMMITTEE• Participate in monthly read-outs• Make cross-functional decisions• Define use cases

• Wider representation from Media, CRM, Analytics, Insights, IT, Legal, etc.

• Owners of other Adobe solutions

STEERING COMMITTEE Participate in monthly steering

committee meetings Sign off on cross-functional

decisions Break down roadblocks

Exec Sponsors from Media and CRM

Roles and Responsibilities


As you form your own DMP COE, keep this in mind:

Keep an open mind

Try, learn, adapt,and repeat

Continuouslyevolve

Recognize that successcomes in many forms

“Getting your Data Foundation Right”

“Getting your Data Foundation Right”

ChrisBairdObservePoint

VP of Marketing

Data being collected across multiple websites & apps

Data Governance Challenges

Digital channels under constant development


Numerous Vendor Tags


Users connected across multiple browsers


Multiple Sites & Apps

Constant Development Vendor Tags User Connectivity


Not ConsistentToo Manual Not Comprehensive

Current solution…

“Set it and forget it…”

Monitor Critical Journeys

Automated Scanning Regression Testing

David Goodes

Suncorp

Manager of Automated Marketing Capability

Our Mission

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Most designers set their type arbitrarily, either by pulling values out of the sky or by adhering to a baseline.


Business Outcomes.

Trusted Analytics.No more questioning if the reports are accurate. True belief in your analytics data will empower your team to make better decisions.

Confident Execution.Trusting your marketing data leads to definitive and decisive decision making.

Defined Workflow.Leverage technology and automation to escort you through the defined release cycle workflow.

Powerful Marketing. Double down when you know the truth. Data-driven marketing is a powerful thing only when your data collection can be trusted.

Increased Efficiency.Spend less time checking code across your different channels and more time analyzing the data you're already collecting.

Measurable Results. Let us increase your ROI across your team and marketing stack.

PlanBuild and maintain a cloud based tagging plan(SDR).

• Define & map business requirements to specific variables, props and eVars. • Comprehensive audits to categorize existing web tech. (Desktop/mobile/apps)• Use plan to compare pre/post production environments against cloud based SDR.

Plan Comply Develop QA Validate Monitor

Common challenges faced…

Plan

• Solution design a mixture of PPT & confluence • Not maintained over time • No connection to our QA or automated testing• For example…

ComplyCertify implementations meet privacy, vendor and business requirements.


• Set custom rules and actions to ensure vendor best practices are used• Cross-team coordination to ensure GDPR compliance • Rule based scans


Comply

• Working towards getting tech deployed 100% correct• “Just paste this code.”• Vendor compliance alerts us to older tag versions• Business compliance gives us flexibility:

• Revenue is set• Conversion ID for de-duping is set• Specific prod values • Regex to confirm compliance(dates, other syntax)


DevelopCheck tag/tech deployments in real-time as you launch.

• Audit any environment as you deploy• Use OP API to audit as your dev team deploys• Align marketing, governance, BI & IT teams


Develop

• Laundry list to check across all websites/apps• Alerted to production/uat issues:

• Clicktale integration ID• Confidence in deployment• Peace of mind that data collection is not adversely

affected


QAA more efficient process across all apps, devices and browsers.

• Pre-production environment testing before you push live. • Automatically flag site health issues and tagging errors.• Include OTT devices in testing


QA

• Handy for major upgrades to MarTech with a thorough check of all data points

• Laundry list of fixes across all websites and apps• Quickly identify and fix pre-production/uat issues:

• Clicktale integration ID• Rules don’t require custom coding• Using the API & Google Add-on, we build out QA rules that

scale

ValidateVerify critical customer paths across any channel or device.


• Automated post-production testing • Set recurring user journeys to validate accurate data collection• Automatically test user activities, clicks & actions


Validate

• Post-production testing in all browsers and versions• Compare post production code with SDR• Leverage automation to remove human error

MonitorManage, refine and mature your data governance practice.


• Monitor data collection across all digital channels • Active critical path monitoring • Schedule site/technology wide audits pre/post production


Monitor

• Builds trust by knowing data collection is robust• Easily dispel myths—target intermittent example• Receive alerts when data collection interrupted• Most exciting: Democratize the knowledge

• “Data Health” dashboard• Cloud based doc for tech & key data points

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Goes Here Most designers set their type arbitrarily, either by pulling values out of the sky or by adhering to a baseline.



Business Outcomes.

Trusted Analytics.No more questioning if the reports are accurate. True belief in your analytics data will empower your team to make better decisions.

Confident Execution.Trusting your marketing data leads to definitive and decisive decision making.

Defined Workflow.Leverage technology and automation to escort you through the defined release cycle workflow.

Powerful Marketing. Double down when you know the truth. Data-driven marketing is a powerful thing only when your data collection can be trusted.

Increased Efficiency.Spend less time checking code across your different channels and more time analyzing the data you're already collecting.

Measurable Results. Let us increase your ROI across your team and marketing stack.

Thank You

1 | Why DMPs need COEs 2 | Steps to create your own DMP ... · • Support Media Personalization...

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