What Is That DMP Good For, Anyway?

2015 Lenovo Internal. All rights reserved.

DMP – Securing Your Future Gary Milner,Global Director, Digital Marketing,Lenovo

2

C 18000 BCE C2400 BCE• Humans use tally sticks to record data

for the first time. These are used to track trading activity and record inventory.

• The abacus is developed, and the first libraries are built in Babylonia

3

300 BCE – 48AD 100-200AD• The Library of Alexandria is the

world’s largest data storage center – until it is destroyed by the Romans

• The Antikythera Mechanism – the first mechanical computer – is developed in Greece

4

1661 1881• John Graunt conducts the first

recorded statistical-analysis experiments in an attempt to curb the spread of the bubonic plague in Europe

• Herman Hollerith creates the Hollerith Tabulating Machine which uses punch cards to vastly reduce the workload of the US Census.

52016 Lenovo Internal. All rights reserved.

1926 1928• Nikola Tesla predicts that in the future,

a man will be able to access and analyze vast amounts of data using a device small enough to fit in his pocket.

• Fritz Pfleumer creates a method of storing data magnetically, which forms basis of modern digital data storage technology

62016 Lenovo Internal. All rights reserved.

1958 1989• Hans Peter Luhn defines Business

Intelligence as “the ability to apprehend the interrelationships of presented facts in such a way as to guide action towards a desired goal.” action towards a desired goal.”

• Early use of term Big Data in magazine article by fiction author Erik Larson – commenting on advertisers’ use of data to target customers.

7

1996-7 2010 and 2015

• The price of digital storage falls to the point where it is more cost-effective than paper

• Google launch their search engine which will quickly become the most popular in the world.

• Michael Lesk estimates the digital universe is increasing tenfold in size every year

• Eric Schmidt, executive chairman of Google, tells a conference that as much data is now being created every two days, as was created from the beginning of human civilization to the year 2003.

• The data volumes are exploding, more data has been created in the past two years than in the entire previous history of the human race.

8

Data is the new oil — and the question is who’s going to own it?” – Jackson Bond, Founder of German Start-up Relayr

92016 Lenovo Internal. All rights reserved.

10

11

12

132016 Lenovo Internal. All rights reserved.

DATA AND AI = REAL TIME MARKETING

142016 Lenovo Internal. All rights reserved.

Marketing Challenge – Each System Has Own Audience

15

Lenovo Tech Stack _Drive Simplicity

Ad Serving & TrackingAnalytics

Audience Data

Management

Creative Management

& Deployment

Programmatic Media Buying

Programmatic Search Buying

Data Infrastructure Media Buying Platforms

Search/Video/Social/Display/Native/TV

Focus Areas For Marketing

16

Click icon to create chart

2016 Lenovo Internal. All rights reserved.

Solve For These Challenges With A DMP

17

Click icon to create chart

2016 Lenovo Internal. All rights reserved.

What Is A DMP?

182016 Lenovo Internal. All rights reserved.

Collecting Your Data

19

Lenovo DMP

Powerful integration and activation with the Adobe Marketing Cloud

Manage identity across datapoints = target people, notscreens

Define, manage, and syndicate high value audiences across your marketing and adtech platforms

Leader in the DMP space

Adobe Audience Manager

20

Understanding Data Types – Lenovo Data in DMP (1st party)

21

Foundational Use Examples - Suppression

Facebook/Social visitorsremoved from display/video plan

Remove all lenovo.com visitors frommedia execution = nett new strategy

Designated consumer/smb visitorsfrom lenovo.com removed from each respective media

22

Foundational Use Examples – New Audience/Product

New Product Launch - existing visitors to .com not key target audience - build lookalike models from media traffic only and push back to DSP.

23

Algorithmic Segment Marketing

  Building Segments composed of Site data, 3rd party data, and CRM data and activating those in Paid Media Channels   - Excluding Lenovo Corporate Ips

- Building mutually exclusive SMB/Consumer segments based on 3rd party company size data excluding offline purchases

Leveraging Audience Manager segments ported to Adobe DCO for Dynamic Creative Offers

Onboarding algorithmic segments and activating in Paid Media Channels    -Algorithmic “high value” customer segments based on clickstream data are being activated in paid media.  Significant efficiency lift over standard retargeting proven in North America

242016 Lenovo Internal. All rights reserved.

25

Algorithmic Segment Marketing

26

Pillars Of Operational Success• OPERATON EXCEL

GROWDEMAND

CONVERTDEMAND

ENGAGECUSTOMER

OPERATION EXELLENCE

27

Pillars Of Operational Success• OPERATON EXCEL

GROWDEMAND

CONVERTDEMAND

ENGAGECUSTOMER

OPERATION EXELLENCE

New EngagersNew SMB audiencesDMP global use

Content optimization to drive researchers to considers

Data Driven testing

Drive StandardsCommunityConsistent Knowledge Base Improve data quality

LFV uplift from e-support through

retargetMobile segments in

DMP

28

Issues We have Had

Communications Across GeosClarity over what is in databaseWhat worked /didn’t

User access globally needs well definedNeed country and agency data isolation

Too many agencies in one geo with multi DSPSegment pollution

29

Data

“AI IS THE NEXT WAVE OF MARKETING”

DMP WILL BE AN ENABLER

2016 Lenovo Internal. All rights reserved.

Appendix

31

Have Had

32

Use Cases • Audience Prospecting “I want to find more people like my high value customers”

– Creating valuable audience profiles that can quickly be grown requires rich 1st party data that can be amplified with look-alike modeling and the purchase of 3rd party data- Analytics – collects rich behavioral first party data to identify high-value- Audience Manager – allows you to combine your data sources in one place and create

customer profiles based on specific attributes and make your site more productive

• Audience Intelligence “I want to discover and grow audiences through engagement, advertising and subscriptions.”

– I don’t know enough about my existing and potential audience to meet monetization and engagement goals and I can’t see audiences beyond basic attributes

• Connected Experience “I want to give customers a continuous experience across devices”

– Create, manage and deliver connected experiences across channels, devices, touch points, including online and offline interactions. 

33

Marketing Tech Stack

Principal Partners

Core Media Supported

Private Markets

Verification and Measurement

Primary Secondary

+

34

Why Adobe?• Technology/Fees

– Integrated marketing stack (media to site)– Better data matching (DMP to media buying)– Vendor Agnostic integrations (independent)– Lower fees

• Media Availability– Support Social Buying – Don’t own media inventory so less platform bias

• Training and Support– Dedicated training academy

• Safety– Fraud Guarantee @3%

2017 Gartner Research"Magic Quadrant for Digital Marketing Hubs"