Data driven advertising - Real Time Digital Marketing

Data Driven Advertising & Technology

SCOTT THOMSON

@sufood

MEDIA CHANGES

STORY TELLING

DOES TOO

EXPLICIT Demographics

IMPLICIT Behaviour

TRIGGERS Life Events

WHAT WE KNOW

WHO

WHAT

WHEN

WHERE

HOW

WHY

HOW WE COMMUNICATE

THE AUDIENCE MATTERS

PRIVACY

FUNDINGPROCESS LEGAL

DATA ACCESSBOUNCERS

DATA SUPPLICANTS

DATA WAREHOUSE

UNDER PERFORMING DATA ASSETS

PROSPECTS &

LEADS

CUSTOMER RELATIONSHIP MANAGEMENT

CAMPAIGN MANAGEMENT

CAMPAIGN REPORTS

DATA WAREHOUSE

BI / MODELS

MARKETING CHANNELS. MANAGED / ASSIGNED

CUSTOMERS

SIMPLEX, COMPLEX & HYBRID PRODUCTS

SILO'D DATA SYSTEMS

SOURCES TARGETS OUTCOMES

CRM

Usage

POS

Ext

DWH

Data Marts

Extracts

Trends

Insights

Capacity

Marketing

Analysis

DWH

ETL

BI

Old World Data Analytics (Internal, Historical)

Hours, Days, Weeks of Latency Retrospective or Historical Basis

Potential Political

Subversion

DISPLAY MOBILE SEARCH VIDEO/TV SOCIAL EDM

HOW DO I FIND MY

CUSTOMERS?

HOW DO I ANALYSE

INTERACTION?

CRM BI

CAMP. MGMT

INFANCY: IN HOUSE

TARGETING

ADVERTISER SITE

ADOLESCENCE: POINT 2 POINT MATCH

ADVERTISER DATA

PARTNERS

1ST PARTY DATA

3RD PARTY DATA

2ND PARTY DATA

Browser

ADVERTISER DMP DSP

1 2 3

MATURITY: DATA MANAGEMENT PLATFORMS

1a

1b

1c

2a

2b 3a

WEBSITE

PUBLISHER AD SERVER

ADVERTISER AD SERVER

SSP (RTB)

DSPs

DMP

1

2 3

4

56

How SSPs, DSPs & RTB Works!

ATTRIBUTION, OPTIMIZATION & VERIFICATION

1ST PARTY 2ND PARTY3RD PARTY

DATA MANAGEMENT PLATFORM (DMP)

EXCHANGE

ADVERTISER

AGENCY

DSPBUY SIDE

SSP

NETWORK

PUBLISHER

SELL SIDE

DISPLAY MOBILE SEARCH VIDEO/TV SOCIAL EDM

INTERACTION LOGS & TAXONOMIES

ANALYSIS, REPORTS & OPTIMISATION

ATTRIBUTION SCORES

DISPLAY MOBILE SEARCH VIDEO/TV SOCIAL EDM

NOW I CAN FIND MY

CUSTOMERS...

I CAN OPTIMIZE

INTERACTION

CRM BI

CAMP. MGMT

Target Cust.

Segments

Digital Attribution

Results

A

B

C

CMSBI

Display

Mobile

Video/TV

Social

Search

EDM

Digital Marketing

Digital Sales

DRIVES

DRIVES

CRM

Prog. Buys, Dynamic Creatives

Potential 1-1

Attribution

Real Time Analysis Pipeline

Slow Data Matching

RT Predict. Modelling

Historical Data APIs

DWHThe "Big"

Data

Device Data

Social Data

Site/App Data

3rd Party Data

CRM

Usage

POS

Ext

Real Time Data APIs

New World Data Analytics (External, Real Time)

ELUSIVE UNIFIED MARKETING

DIGITAL SALES

SEGMENTS OUTBOUND

DIGITAL ATTRIBUTION

INBOUND

SEGMENTS OUTBOUND

OFFLINE ATTRIBUTION

INBOUND

OFFLINE SALES

DIGITAL LED SEARCH, SMS & EDM

PRODUCT PAGES

LANDING PAGES

FUNNEL POOL

CAMPAIGN MGMT

START

DIGITAL LED DM/EDM & OTM

PRODUCT &

LANDING PAGES

FUNNEL POOL

CAMPAIGN MGMT

START

HOW TO EXECUTE

2

3

4

1

Best Practice vs Current

Rapid Pilots & Evidence Based

Benefits

Stakeholder Engagement

Lean Execution

RINSE

REPEAT