© 2015

iMedia Bootcamp

Leveraging People Data to Increase Effectiveness

Jim Kiszka, Paid Digital Media, Kellogg Company

Jon Suarez-Davis (jsd), CMO/CSO, Krux

October 26, 2015

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Conversation Themes

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Set the Foundation: Programmatic 1.0

Develop Data Strategy: Programmatic 2.0

Activate Data and Cross-Channel Delivery

Hot Topics

Set the Foundation – Programmatic 1.0

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• Go-to-Market Principles and Guidelines

• Measurement Framework

• Learning Agenda

Set the Foundation – Programmatic 1.0

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From buying placements To buying audiences

Develop the Data-Strategy – Programmatic 2.0

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• Data-Driven Beliefs

• Running Water through the Pipes

• Learning Agenda

Data enables growth

Data Enables:

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…insights,

ideas and

knowledge…

…that connect

consumers and

brands…

…and increase the

effectiveness of

marketing investment

Develop the Data-Strategy – Programmatic 2.0

Data-Driven Beliefs

1. The fundamentals of marketing have not changed; what has changed is the expectations

and environment in which we compete.

2. Data will become a new currency and the ability to successfully leverage it will separate

winners and losers.

3. All media and shopping will be data enabled.

4. Agile insights will be fueled by observational data analysis and predictive behavior rather

than proxy data (e.g., surveys)

5. Consumers will continue to migrate towards pervasive personalization.

6. Success with customers will become increasingly reliant on data connectivity across the

path to purchase.

7. It’s not Art vs. Science; it’s Art & Science

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Develop the Data-Strategy – Programmatic 2.0

Data-Driven Marketing Starts With All Your Data in One Central View

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Develop the Data-Strategy – Programmatic 2.0

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DESKTOP, MOBILE,

& SET-TOP

CAMPAIGN &

CONTEXTUAL

CRM & OFFLINE

RECORDSCharacteristics

Engagements

Actions

Unified Profiles

Actionable Segments

Cross-Channel

Controls

DIRECT &

PROGRAMMATIC

CONTENT

PERSONALIZATION

EMAIL

SERVICES

SOCIAL

CHANNELS

SEARCH

ACTIVITY

Develop the Data-Strategy – Programmatic 2.0

Activate Data and Cross-Channel Delivery

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• Audience Discovery

• Campaign Delivery

• Learning Agenda

Reach valuable targets - find audiences across partners and maximize de-

duplicated reach

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Maximize Reach

8% of target segment

% O

ve

rla

p T

arg

et

Se

gm

en

t

% Partner Overlap

Activate Data and Cross-Channel Delivery

Impressions per User

Use analytics to inform global delivery management

Manage delivery to optimize marketing investment & ROI

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Short Tail:

Effectiveness

Long Tail:

Efficiency

Percent of total

SOCIAL

MOBILE

EMAIL

SEARCH

DESKTOP

VIDEO

Sweet Spot:

Conversions

1 Identify the ‘sweet

spot’ for conversions

2 Suppress over-

delivery

3 Push under-

delivery / extend

reach

4 Cross-device

people view

To

tal Im

pre

ssio

ns

Activate Data and Cross-Channel Delivery

Understand cross channel activity

Develop new insights into the who, where, and when of message engagement

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10K Overlap10% of Search clicks

saw a Video ad

Video

7 MM

Search

550 K

Display

93 MM

920K Overlap13% of Video viewers

saw a Display ad

64K Overlap12% of Search clickers

saw a Display ad

Activate Data and Cross-Channel Delivery

Understand the consumer journey

Map and influence the cross channel path to purchase

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Pro

pensity to

vis

it sto

re

Low

High

User Conversion Path

TV Ad

Store Finder

In-Store Activation

Rewards

Program

Digital Ad

Online Video

AppsSocial Media

Passive Actions Targeted Actions

Less User Data More User Data

Homepage Visit

Activate Data and Cross-Channel Delivery

Hot Topics

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CreativeAgency Model

FraudWalled

Gardends

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Audience Questions

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Thank You