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Technical presentation on Real Time Bidding (RTB), Data Management Platforms (DMP), Supply/Demand Side Platforms (SSP/DSP) and other tools of programmatic advertising and advertising data analytics
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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
