So, You Have a DMP. Now What?

Dave Lawson– Marketing Technology, Data & Analytics

Brand Marketers SummitLake Tahoe, CAAugust 26th, 2016

Everyone’s path is unique

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- Personalized journey and keeping moving

- Know how you got here- Translate best ways for

YOU to get there

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How do we get more from a DMP?

Checklist of 10 Things Guaranteed To Deliver Maximum DMP Value to Your Bottom Line:

• Understand Where You Are All Coming From

• Agree to and Stick With The Plans

• Set Up a Repeatable Process for Continual Improvement

Who am I?

• B.S. Exercise Specialist/Physiology

• 15+ years marketing, advertising, martech, adtech

• 6 years with company eventually a DMP

• ~10 months The Clorox Company - IT

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Why is 3D Technology Transformation so important to our 2020 Strategy goals?

Our categories and brands are chosen by millions of consumers every day, but the way they choose and buy our products is radically different from the past.

We aim to win that battle by transforming our technology capabilities across all of the 3Ds – desire, decide and delight – to listen to and influence consumers more thoughtfully – and with more speed.

The faster we can listen to consumers in every way, the faster we can interpret and turn that into products and experiences they need, want and value.

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2020 Strategy Accelerator: 3D Technology Transformation

So we’re here…

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And you picked! How could it not work perfectly?

InterviewPool

EliminateEliminate More

POCsHard ?s

Site VisitsPick

Start Finish

90.4%FAIL

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DMPs are from Mars

Data Types

Email

Data Aggregators

Display Advertising

Web Analytics

CRM

1st Party 3rd Party

Scal

e of

Rea

ch (L

ow

High

)

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DMP customers are from Venus

Data Types

Pure Play Brick and Mortar Retail

1st Party 3rd Party

Ecommerce

CPG

Scal

e of

Rea

ch (L

ow

High

)

Travel

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How do I get what I need?

Single Stack

Understand Where You Are Coming From• Brands have needs, companies solve needs

• The way we pick long-term partners is imperfect and relationships can take time

• DMPs have all come from very different beginnings and Brands have very distinct characteristics

• Finding the right people for the right answers takes research and creativity

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Review

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Now that we know where each other are coming from…

We: - Break a phased plan out across your contract to assure use cases are prioritized for

organizational value and necessary learning- Look internally to assure all parties agree on consistent approach to audience building,

campaign configuration, channels to prioritize- ID an owner who can dedicate resources to direction and documentation of execution

They: - Dedicate a fixed resource or team to your business. Document knowledge and exhibit growing

expertise- Dual focus on consistency in deployment and active education to address disconnects- Assure self-service utilization and establish service practice

Us:- Set each other up for mutual success, not just speed to deploy or success story documentation

We aim to win that battle by transforming our technology capabilities across all of the 3Ds – desire, decide and delight – to listen to and influence consumers more thoughtfully – and with more speed.

The faster we can listen to consumers in every way, the faster we can interpret and turn that into products they need, want and value

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Maximize Partnership; Focus on Program Development

We: - Assign budgetary assumptions to important line items and establish cadence of reporting and

validation- learn where variation can occur, incorporate into engagement, and move on- Set-up workable feedback loops for internal and external agency partners to provide incident

identification, logging, and resolution

They: - Dedicate a fixed resource or team to your business. Document knowledge and exhibit growing

expertise- Dual focus on consistency in deployment and active education to address disconnects

Us:- Over-communicate on everything- hypercare until initial phase goals are met

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Monitor Operations; Focus on Program Development

Agree to and Stick With The Plan• Be flexible in learning but establish a baseline and measure for progress

• Find value faster by establishing consistency / governance for key activities to create the cleanest reads and most efficient investments

• Treat this as a practice/business and look at total quality across tech, people, and process

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Review

Purpose: Align the place the DMP plays in your marketing and analytics efforts with changing business and ecosystem needs/opportunities

Objectives: - Stay on top of and make recommendations for improvement opportunity across business- Assure quality, consistency, and best efficiency- Ensure objectives and measures have been defined and that you are measuring the right

thingsScope: - Everything within the tool and every function/initiative who are users of the tool

Benefits Value = _______

Cost17

Continuous Improvement

Focus on Improvement: People Process Products Partners

Approach:

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Continuous Improvement

What is the Vision?

Where are we now?

Where do we want to be?

How do we get there?

Did we get there?

Business vision, mission, goals, & obj

Baseline assessments

Measureable Targets

Ability and Process Improvement

Measurement & Metrics

How to keep momentum going?

Set up a repeatable process for continual improvement:• 4 P’s: People, Process, Products, Partners

• Plan Do Check Act

• |

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Review

• Understand Where You Are All Coming From

• Agree to and Stick With The Plans

• Set Up a Repeatable Process for Continual Improvement

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Overall Review

Everyone’s path is unique

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Thank you!

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@daveinmobile

david.lawson@clorox.com

Actual mobile: 408.394.5240 (use discretion)