How DMPs Make Connectedness More Personal - An iCrossing Webinar Featuring Forrester Research, Inc

How DMPs Make

Connectedness More Personal An iCrossing Webinar Featuring Forrester Research, Inc.

January 26, 2012 | 2:00pm ET

2 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL

Adam Lavelle Chief Strategy Officer, iCrossing

Michael Greene Senior Analyst, Forrester Research

With you today


• Why marketers struggle to implement targeting

across touchpoints today

• What are DMPs, and how do they address these

challenges?

• How iCrossing and Red Aril can help marketers

deliver customized experiences across channels

What we’ll cover today


First, a quick look at

the big picture.


Transactional

Marketing

Brochureware

1.0

Channel

Optimizers

2.0

Consistency

Marketing

Tra

nsa

ctio

na

l

Experiential

For years marketing has been about optimizing channels


Today, it’s about building connected brands

Transactional

Marketing

Brochureware

1.0

Channel

Optimizers

2.0

Consistency

Marketing

Connected

Marketing

3.0

Integrated

Marketing

Digital

“Experiences”

Tra

nsa

ctio

na

l

Experiential

eBusiness Coordinated

Marketing


What’s on a CMO’s mind…


Harnessing data is a critical business requirement


Those that master the customer data flow and improve

frontline customer staff will have the edge.”

— Josh Bernoff, Principal Analyst, Forrester

This requires a shift in priorities

“Executives must pull budget dollars from areas that traditionally

created dominance — and invest in four priority areas:

1. Real-time customer intelligence

2. Customer experience and customer service

3. Sales channels that deliver customer intelligence

4. Useful content and interactive marketing

Source: Bernoff, Josh, with David M. Cooperstein, Michelle de Lussanet, and Corinne J. Madigan.

“Competitive Strategy In The Age Of The Customer.” Forrester Research, Inc. 6 June 2011.


The DMP is the emerging hub of digital marketing


A DMP provides the ability

to deliver “connectedness”

at a more personal level.

And do it in real time.


Data about your customers is everywhere.

Turning it into connected intelligence isn’t so easy.

Data about your customers is everywhere. Turning it into actionable intelligence isn’t always so easy.

© 2012 Forrester Research, Inc. Reproduction Prohibited


Digital marketing investment continues to grow,

largely on the promise of digital targeting capabilities



But creating relevancy for your audience is easier

said than done…

Online data overload

The PII problem(s)

Silo struggles

Three critical data challenges for

today’s marketer



Online data overload

The online data dilemma

• Nearly infinite # of vendors

• Anonymous cookie data aggregated from publishers

• Behavioral and beyond

• Little to no transparency into quality and practical

applicability



The PII problem(s)

Personally-identifiable information

faces challenges

• PII has been the backbone of most targeted

marketing from direct mail to e-mail

• Current PII data management practices struggle to

address real-time marketing challenges – fail to

incorporate changes quickly

• PII remains isolated from the non-PII data world,

limiting its applicability across digital channels

• Evolving regulatory standards are changing the

way consumers and marketers manage data



Silo struggles


Channel-based data silos create disconnected

experiences for customers across touchpoints

• Customers demand relevant experiences as

they move across touchpoints

• But current data practices mean that marketers

can’t deliver consistent, connected experiences

• Customer interactions within one channel

currently don’t often help inform optimization in

other channels


Successful marketers have no choice but to

overcome these consumer data challenges

• Channel proliferation and fragmentation continues to grow.

Customers are using more channels across more screens to

interact with brands than ever before.

• Cluttered environments demand greater relevancy. Marketing

clutter is only getting worse. Anything less than the highest

relevance in just white noise.

• Regulatory changes demand greater control and coordination.

Whether imposed by the government or self-enforced, marketers

will soon have to allow consumers to control their audience data.



Marketers need multiple capabilities to better

manage and apply consumer data

Universal customer profiles

• Create a single view of the customer based upon input from PII and non-PII data sources

Real-time segment building

• Update and optimize customer profiles based upon real-time interactions with customer touchpoints

Data portability

• Apply customer profile in any targetable channel (e.g. display ads)

Data actionability

• Apply customer profiles in a channel through any execution technology (e.g. ad server)



It’s the role of the DMP to clean up this data mess.



What makes a data management platform (DMP)?

• Data intake and aggregation. Ingest data from 1st, 2nd, and 3rd

party sources – including universal container tag functionality.

• Segment Building and Manipulation. Functionality that allows a

marketer to flexibly combine data sources to build custom

audiences.

• Self-serve user interface. Web-based interface for direct access

to tools, features and reporting.

• Linkages to relevant channel environments. Integrations with

relevant channels through channel execution technologies –

including website content, display and email today, with search and

video likely to soon follow.



DMPs help eliminate data silos – helps PII and non-

PII data work together



How are marketers using DMPs today?

Bring offline customer

databases online

Aggregate audience data from multiple

online channels

Unify audience analytics across digital channels



Why does this matter?

• Audience segments become independent of execution

channel. Gain more scale and flexibility from your data.

• Make segments works in anonymous, brand-oriented

channels. Turn personally-identifiable data like e-mail lists into

actionable segments for display advertising.

• Maintain message consistency and relevance across

channels. Make fewer tradeoffs on the segment level between

message consistency and customization.

• Migrate towards cross-channel attribution. Getting a single view

of the customer across all channels is an important step.



Making the most of your DMP

• Look to your CRM and Customer Intelligence team for

expertise. Consumer data expertise sits across your organization.

Making the most of the DMP will be an enterprise activity.

• Treat it as more than a media buying technology. You’ll get the

most out of the DMP if you use it for more than display ad targeting

– make sure to consider its cross-channel implications.

• Audit your data assets and needs. What first-party data can you

leverage? What gaps do you need to fill?



A DMP puts marketers in

front of an important shift.

We’re moving away from optimizing channels

toward optimizing audience relationships.


Brands can deliver

“connectedness”

at a more personal level.

And do it in real time.


iCrossing acquired Red Aril

to help marketers create

more personal experiences

for their audiences.


Matching audiences with contextual content

Audiences

• Demographic Markers

• Psychographic Markers

• Media Exposures

• Search History

• Site Behavior

• Social Graph

Content

• Media

• Categories

• Semantics

• Lifespan

• User Generated

Context

• Competitors

• Brands

• Devices

• Channels

• Socio-economics


Let’s be clear on what we mean by audience

Social

Graph

Purchases Website

Visits

Impressions Search

Behavior

An “audience”

http://google.com

http://amazon.com

http://facebook.com

http://esquire.com

http://doubleclick.com


Style & Fashion -> Fashion -> Fashion News

Style & Fashion -> Clothing & Accessories -> Accessories -> Jewelry

(I.S.=3.75)

Style & Fashion -> Clothing & Accessories -> Clothing -> Vintage Clothing

(I.S.=2.83)

Arts & Entertainment -> Recreation -> City Guides -> Los Angeles (I.S.=5.4)

Style & Fashion -> Clothing & Accessories -> Accessories -> Jewelry

Style & Fashion -> Clothing & Accessories -> Clothing -> Vintage Clothing

News & Media -> Fashion Magazines

TargusInfo: Female; Exelate: Age 30-35, Travel Enthusiast;

Bizo: Senior Executive, Business Traveler

High Net Worth

Elle Subscriber – expires 2012/3/31

Fashion Addict

Renewal Ready

Audience profiling in real time


• Securely collects, integrates, and analyzes the entire data portfolio

• Models data into custom audience segments

• Segments that are actionable in real time

Audience data provides benefits to the marketer

Performance

(Direct Response)

Audience Reach

(Brand Focus)

Data Alliances

(Cooperative)

Audience Analytics

(Attribution)

Status: ?

Age: ?

Lifestyle: ?

Life Stage: ?

DMA: ?

Intent:?

Status: Frequent Visitor

Age: 21-38, HHI: $100K+

Lifestyle: Mover & Shaker

Life Stage: Expected Mom

DMA: New York

Intent: Auto, Luxury Travel

Anne


Red Aril: highly scalable, extremely flexible platform

3rd Party Data

Offline Data e.g. CRM, POS

Ops Sales

Marketing Platforms

• Ad Servers

• Inventory/Yield Optimizers

• Content Management

• Site Personalization

• Creative Optimization

• Ad Networks/DSPs

• Mobile Networks

• Ad Exchanges/SSPs

• Data warehouses

Data Monetization

• Data Exchange

• Private Exchanges

Integrated Data Portfolio

Marketing

Website Data

Mobile Data

Social & Life Data e.g. Registration, etc.

Analytic & Insight

Digital Data e.g. Email, Search


Browser

Real–Time Processing

Audience Development

Audience Optimization

Audience Verification

Audience Extension

Closed-Loop Optimization

API

Batch

Custom

Event Classification System

Application Interface Client

Self-Service

Red Aril

Full-Service

Audience Management

Data Integration

Data Integration

1st, 2nd, 3rd – Online, Offline (CRM)

Data

Ma

na

ge

me

nt

Data Protection

Data Analysis

Data Rights

Data Inventory

Providing a full data management solution


Attribution

modeling

Social

data

3rd

party

data

Facebook

Twitter

Youtube

Intent data

Device data

Look-a-likes

Social

campaigns

SEO

campaigns

Spot cable

TV buying

Direct

marketing

Call center

systems

Brand Standards/

Governance

Data Security

The First Integrated Brand Platform For the digital age

But the opportunity is larger

Source: Forrester Research, Inc.


• Marketing will only be more data driven

• Making that data actionable is a business necessity

• Today that data lives in too many places

• Today that data lives in proprietary black boxes

• CMOs will demand ownership of their own data

• They will be expected to know their audiences better

• And they will need that data in real-time

A DMP is mission critical to your business because


How do I engage with iCrossing & Red Aril?

Audience-based

Media Buying

(RTB Display Advertising)

Audience

Insights & Analytics

(Segmentation modeling)

Connected Marketing

Programs

(Designed around audiences)

Audience Modeling

& Profile Development

Tag Management

& Data Protection

(Secure data collection and control)

Data Management Platform

(SaaS + Services + Analytics)


To speak with a

DMP expert, contact:

[email protected]

Q&A

To receive your copy of

“The DMP Is The Audience

Intelligence Engine For

Interactive Marketers” by

Michael Greene, contact:

[email protected]

Thank you

Adam Lavelle

Chief Strategy Officer, iCrossing

Michael Greene Senior Analyst, Forrester Research

To speak with a DMP expert,

contact [email protected]

Find out more at www.icrossing.com

Follow us at Twitter.com/icrossing

Become a fan at Facebook.com/icrossing

How DMPs Make Connectedness More Personal - An iCrossing Webinar Featuring Forrester Research, Inc

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Transcript of How DMPs Make Connectedness More Personal - An iCrossing Webinar Featuring Forrester Research, Inc