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Matt Bennathan joined Net Media Planet at Soho Hotel on the 24th of September for our bi-annual seminar, "The Personalised Path to Purchase." He discussed how you can combine 1st and 3rd party data for relevant, effective digital advertising.
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eXelate.com @eXelate
1 + 3 = 5 Combine 1st and 3rd party data for relevant, effective digital advertising Matt Bennathan, VP and Managing Director, UK September 2014
Net Media Planet
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Make digital experiences more relevant for consumers and more effective for marketers. Get, keep and grow customers.
3 © eXelate Inc. Confidential and Proprietary.
Integrated Marketing Communications
“Carefully integrating and coordinating the company’s many communications channels to deliver a clear, consistent and compelling message about an organisation and it’s products.”
Kotler
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It’s all about the data
Big data = noise
Smart data = signals
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An integrated data framework to get, keep and grow customers. What is the Customer Data Life Cycle
Identify Manage 1st and 3rd party data
Prospect Model and segment data
Message Mobilise data for cross-channel personalization
Convert Measure transactions with new or existing customers
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Own the conversation Why is the Customer Data Life Cycle important?
Consumer
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1st and 3rd party data management
1st Party Data
3rd Party Data manage
cms
personalization engine
networks
DSPs
mobile
video
social
mobilize
model
measure
CRM Mobile Web
Email Video Call center
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Analysis & modeling provides more prospects
High performing prospects through modeling.
Utilise 1st party assets to score and target 3rd party data.
Consistent cross-channel data allows consistent analysis, action and measurement.
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Results
Objective
Increase traffic and conversion for car rental firm
Solution
Utilise 1st party data to identify a modeled audience across eXelate 3rd party assets and targeted within display platform of choice
Outcome
60% uplift in CTR
23% reduction in CPA
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A couple of final points
Keep it simple and remain focused on your objectives.
It’s not what it’s called, it’s what you want to do.
TEST
Identify an equal environment within which you can test new tactics
MODEL
Make use of analytics, insight and models in an imperfect world
REFERENCES
Any vendor worth their salt should be able to provide a reference
NEGOTIATE
Appropriate commercial terms including fixed fee structures
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data partnerships in 7 countries
100+ employees / 7 locations
Global leaders
+ 100s of other proprietary sources
Premium partners
leading global privacy certification
5.2B unique devices monthly
125 media platform integrations
22B daily data connections made
Massive infrastructure
1B unique
consumer IDs / month
launched data platform
in 2008
media agnostic
software and
data as a service
cross-platform
(mobile/web/TV)
Technology
eXelate 101
eXelate.com @eXelate
Thank you
