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Rick Jones spoke at Net Media Planet's digital executive breakfast seminar, "The Personalised Path to Purchase," about Preparing for the Future, While Taking Advantage of the Present. Make every customer interaction more valuable than the last. -Access to every customer interaction -Analyse the value of every interaction -Action a more valuable interaction Complexity Conundrum -Audience Fragmentation -Multiple Devices -Technology Solutions
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PREPARE FOR THE FUTURE
WHILE TAKING ADVANTAGE OF THE PRESENT
Rick JonesHead of Business Development, DoubleClick
Google confidential
Tipping Point
Google Confidential and Proprietary
...of Fortune 500 organizations will fail to effectively exploit
big data for competitive advantage through 2015.
Source: Gartner Predictions, 2012
85%
Confidential and Proprietary
Competitive advantage
“There are only two sources of competitive advantage:
The ability to learn more about our customers faster
than the competition,
and the ability to turn that learning into action faster
than the competition.”
Jack WelchFormer CEO of GE
Confidential and Proprietary
Technology powered marketing
Google Confidential and Proprietary
BIG DATA IS NOTHING NEW
CRM
SINGLE VIEW?
Google Confidential and Proprietary
Google confidential
Google confidential
Programmatic marketingBring the same data-driven learning and optimization to your marketing, creative and media buying
THE PERFECT AD
Right format
Right audience
Right setting(time, place, context)
Right creativeand message
“We are drowning in
information but starving
for Knowledge”
John NaisbittAuthor and Futurologist
Make every customer interaction more valuable than the last
Access Analyse Actionto every customer
interactionthe value of every
interactiona more valuable
interaction
Google Confidential and Proprietary
Start by Collecting ‘Audience’ DataAccess
Confidential and Proprietary
Data = Audience signalsAccess
Action
Alarm
8:11a
Fashion
10:01a
Mapping
11:50a
TradePress
4:45p
News
6:32p
Review Site
2:51p
Social
10:30a
VideoStream
8:24p
Social
10:34p
Fashion
10:01a
VideoStream
8:24p
News
6:32p
Analyse
“Sometimes not speaking
says more than all the
words in the world.”
Colleen HooverAuthor
ONE PICCADILLYTDK for 24 years
Coca Cola for 60 years
McDonald’s for 27 years
Confidential and Proprietary
Personalised world
Google confidential
Complexity Conundrum
AudienceFragmentation
Multiple Devices
Technology Solutions
by MediaCom, 00.00.0000Presentation Title Here
Unified Platform increases efficiency
by up to
33%
Source: Cutting Complexity, Adding Value; Boston Consulting Group commissioned by Google, May 2013
Access
Google confidential
Single attribution
model
More holistic view of your audience
Campaign performance
and reach
Integrate your data for better insights
GETTING YOUR HOUSE IN ORDER
CREATIVE
SEARCH
SOCIAL
DISPLAYANALYTICS
CREATIVE
SEARCH SOCIAL
DISPLAY
ANALYTICS
3rd PARTYDATA
GETTING YOUR HOUSE IN ORDER
CRM
CREATIVE
SEARCH SOCIAL
DISPLAY
ANALYTICS
3rd PARTYDATA
PARTNERING IS KEY
CRM
REAL TIME BIDDINGAd inventory
bought and soldin milliseconds…
…through an instantaneous
auction
Google Confidential and Proprietary
GAP Audiences shared with DBMIntegrate Onsite & Offsite
Google Confidential and Proprietary
Telecoms Case Study: Powerful DBM & GAP Integration
How valuable are they? Are they
engaged with our brand?
Have they bought from us before?How likely are
they to convert?
Telecom Advertiser’s
Website
CPA80% below target
6 million additional engaged consumers
THANKS
