Trueffect Inc. Confiden0al. 2013© All Rights Reserved
Rohan Kumar, VP Strategic Partnerships Rohan Kumar, VP Strategic Partnerships
Rohan leads Strategic Partnerships at Trueffect, providing clients both strategic and tactical media solutions by utilizing Trueffect’s patented First-Party technology. He brings an extensive background in online direct response, acquisition, and conversion marketing.
Prior to his role with Trueffect, Rohan provided online marketing consulting for VC-backed startups, as well as for top-tier subscription and SaaS-based businesses in the employment, dating, health/beauty, and education verticals.
True
ffect
3
5’ 11”, 165lbs, Libra
Rohan also has held various strategic roles for AdShuffle, TheLadders.com, True.com, and One Technologies.
Trueffect Inc. Confiden0al. 2013© All Rights Reserved
Why should we listen to this guy? • Direct response media buyer for
10+ years
• Successfully use First-Party technology and data every day for some of the biggest names online in some of the most competitive industries
• Promises not to show you the LUMAscape™ slide
True
ffect
4
5’ 11”, 165lbs, Libra
“Very entertaining presenter!” – Tim Mayer, CMO of Trueffect
Trueffect Inc. Confiden0al. 2013 © All Rights Reserved
FIRST-PARTY TECHNOLOGY FUNDAMENTALS
True
ffect
5
Trueffect Inc. Confiden0al. 2013© All Rights Reserved
Topics for today
Current digital advertising landscape and the challenges marketers are facing with regards to data and technology
First- Party data and technology definitions
Advantages and applications of First-Party technology
True
ffect
6
Trueffect Inc. Confiden0al. 2013© All Rights Reserved
Digital Spending Soaring
Q: Where is the money going? A: The usual suspects.
Q: What is that going to do to prices? A: They’re going to go up.
True
ffect
8
Global ad spending in digital media, which is expected to reach $95 billion this year, will increase 14% next year
and comprise 20% share of ad budgets
Trueffect Inc. Confiden0al. 2013© All Rights Reserved
The War on Media Measurement Third-Party cookies under attack • Computers with internet security programs like McAfee or Norton erase third party cookies every seven days on average
• IE 10 released with DNT on by default
• Safari doesn’t accept third-party cookies
• Firefox announced upcoming versions will not accept third-party cookies
True
ffect
9
Trueffect Inc. Confiden0al. 2013© All Rights Reserved
Evolving Environment
True
ffect
10 Source: Barclay’s Renaissance of Ad Technology I could have used the LUMAscape™ slide here …
Trueffect Inc. Confiden0al. 2013© All Rights Reserved
Let’s Recap Cost of media is going up
It’s getting harder to measure performance of marketing activities
The technology and media marketplace is getting more complicated
True
ffect
11
Trueffect Inc. Confiden0al. 2013 © All Rights Reserved
FIRST-PARTY, SECOND-PARTY, THIRD-PARTY DEFINITIONS
True
ffect
12
Trueffect Inc. Confiden0al. 2013© All Rights Reserved
Data, Data, Data-let me explain
True
ffect
13
• Online/offline • CRM • Registration
• First- Party data shared among advertisers
• Aggregated data • Inferred vs.
declared
First Party Second-Party Third-Party
Trueffect Inc. Confiden0al. 2013© All Rights Reserved
What is First-Party Technology? First-Party technology uses a sub-domain of the advertiser to serve ads and make creative targeting decisions
True
ffect
14 Note: Sylvan is not a client – just an example First-Party
This is more than just using a bunch of pixels to push your First-Party data into a 3rd party cookie
The customer data that already exists in the advertiser’s cookies for site customization and analytics can be seamlessly leveraged for targeting....
Trueffect Inc. Confiden0al. 2013 © All Rights Reserved
FIRST-PARTY ADVANTAGES & APPLICATIONS
True
ffect
15
Trueffect Inc. Confiden0al. 2013© All Rights Reserved
Measurement - Efficiency - Performance First-Party technology leads to better:
Cookie Stability Reach Attribution Overlap Identification
True
ffect
16
Trueffect Inc. Confiden0al. 2013© All Rights Reserved
Existing Target First-Party Cookies
True
ffect
17
Note: Target is not a client, just a example use case
Trueffect Inc. Confiden0al. 2013© All Rights Reserved
Existing Target First-Party Cookies
True
ffect
18
Trueffect Inc. Confiden0al. 2013© All Rights Reserved
First-Party Data Examples
True
ffect
19
• Life: 2 Years • Value: A,B,C,D,E,F… • Use: Target Messaging based on Target defined audience segment
testGroupNameCookie
• Life: 5 Years • Value: Unique ID • Use: Identification of all previous Site visitors
s_v1
• Life: 30 days and Session • Value: Understand product category and items viewed • Use: Category message targeting
S_Pers & RecentlyViewedCategory
• Life: 1 Year • Value: 1,2,3,4….. • Use: Recognize cart quantity, and products when used with “s_pers”
cartQTY
• Life: 2 weeks and session • Value: users first name • Use: Identify existing customers/Accounts, relationship for more effective
messaging
guestDisplayName & AT
Trueffect Inc. Confiden0al. 2013© All Rights Reserved
Marketing Funnel
Targeting Using First-Party Cookie
True
ffect
20
• Standard Offer CTR focused creative
Value and Offer based creative messaging,
Value and Offer messaging aligned to product, location etc
Upsell/Cross-sell retention, and awareness based messaging
Unknown
Visitor Product Interest
Visitors
Recent Visitors
Language
Lapsed Visitors
Language
Existing Customer/
Product Interest
Trueffect Inc. Confiden0al. 2013© All Rights Reserved
Real-Time 1-1 Targeting using CRM Data
True
ffect
21
Last_Visited: 7/7/13
Customer_Value: $21552
Prod=SUV
Num_Visits=12
Current_Auto=Audia4
Read
Write
Trueffect Inc. Confiden0al. 2013© All Rights Reserved
Customer Data Secure w/First-Party Technology • First-Party Technology
keeps advertiser data secure as the First-Party cookies are only readable from within the advertiser’s domain that originally served the cookie.
• Advertisers can exclusively both read and write to the cookie on every access ensuring data privacy.
True
ffect
22
Trueffect Inc. Confiden0al. 2013© All Rights Reserved
Trueffect Overview High Growth Company • First-Party Media and Measurement Platform for Large Performance Advertisers • High multi-year growth • Focused on retail, finance, technology and communications markets, web services • Delivering performance and cost-of-performance improvements
Staffing • 60+ Tenured Digital Ad Technology Professionals
Product/Technology • Highly-redundant global architecture serving ads in over 230 countries and certified on 4000 sites and networks • Proprietary patented technology • Highly configurable to integrate with multiple media models and vendor eco-systems • Focus on effective data management practices
True
ffect
23
Top Related