Examining the role of customer centric data in programmatic media

ad:tech London – 11th September 2013

68% of CMO’s say it’s important to create value from digital channels.

Only 13% say their performance is leading edge.

2012 Interactive CMO Insights Survey

Programmatic marketing uses real time systems, rules and algorithms to automate the delivery of data driven, targeted and relevant experiences to consumers as they interact with a brand’s many touch points.

The experiences include targeted offers, messages, content or ads across paid, owned and earned channels. The best programmatic marketing recognises the consumer as he moves between channels and touch points, so that each interaction informs the next.

John Nardone CEO [x+1]

By 2017 the CMO will spend more on IT than the CIO.

Presentation Title Hereby MediaCom, 00.00.0000

Integration

vs.

Interoperability

Data Management Platform (DMP)

“A unified technology platform that intakes disparate first, second and third-party data sets, provides normalisation and segmentation on that data, and allows a marketer to push the resulting segmentation into live interactive channel environments.”

Forrester Report: The DMP Is The Audience Intelligence Engine For Interactive Marketers

Data and process are the new black.

71% of marketers plan to implement a big data solution.

Only 18% of marketers have a single customer view.

Only 57% of marketers plan to use data to drive real-time decisioning in the next two years.

Teradata – Global Data-Driven Marketing Survey 2013

10

Why is a DMP so important?

• Who are your customers?

• What attributes define them?

• Which specific products are they currently in-market to buy?

• What are they likely to buy next?

• How do you reach more of them?

• How safe is your customer data and are you leaking gold without knowing it?

BUT collecting, analysing, managing and acting on this data is a complex challenge.

11

A DMP provides these capabilities

Control and segment 1st party customer and campaign data

Compare and synchronise with 3rd party data

Activate audience segments across online display, search and social advertising campaigns

Deliver personalised targeting across web and ecommerce platforms

Target audiences throughout the consumer journey – Acquisition, retention and cross-sell

Get visibility into the ROI each campaign delivered for each segment

Protect privacy through management of 3rd party data collectors

Audience segments can be utilised for personalised onsite targeting across web platforms to increase conversion

Internet Activity

DMPServers

Aggregates 1st Party Data

DMP

Aggregates 3rd Party Data1

DMP integrates and unifies 1st Party and 3rd Party data (via cookie synching) to create audience segmentation

CRM Database

2

1

DSP or Trading Desk

Audience segments are passed into Demand Side Platform (DSP) or Trading Desk for audience targeting across media inventory sources

OnsiteData

CampaignData

How does a Data Management Platform work?2

3

5

Minimise data leakage via DMP tag management (removal of ad network tags etc.)

6Drives media efficiency by excluding or negatively targeting existing customers

4

7

X

Client Customisation – Data planning, analytics, bid-algorithms

Trading Desks: One size does not fit all

AgencyGroup

Trading DeskIndependentTrading Desk

Client/AgencyTrading Desk

Data Store

MicroLayerData

MacroLayerData

ClientDMP

DataModelling/PredictiveAnalytics

DSPBid Stream

DSPTrading

Strategies

PropData

Sources

Feed 1

Feed 2

Feed 3Fe

ed 4

DataVisualisation

Data Planning/Engineering

Data Science/Analytics

Trading/Optimisation

Thank you.

andy.mihalop@mediacom.com