Data Management in a Marketing Environment Chris Sukornyk

Transcription

1 Data Management in a Marketing Environment 2013 Chris Sukornyk

2 Omni-channel marketing Omni-channel marketing is based on the concept of creating personalized, contextually relevant customer experiences across all the channels through which someone interacts with your brand. 92% of panelists agree that omnichannel will add real-value. But challenges persist 58% cite lack of tools/technology 47% say they lack right processes 47% say media simply isn t optimized

3 PROGRAMMATIC EVERYWHERE An Omni-Channel customer experience in the near future +

4 PROGRAMMATIC EVERYWHERE She notices her performance is a little more sluggish than usual.so does the App.

5 PROGRAMMATIC EVERYWHERE On her way to work

6 PROGRAMMATIC EVERYWHERE The taxi ad seems to speak to her

7 PROGRAMMATIC EVERYWHERE Even the billboards seem to know something

8 PROGRAMMATIC EVERYWHERE A promoted tweet from New Balance pops up and prompts a conversation

9 PROGRAMMATIC EVERYWHERE That Twitter conversation leads to an order

10 PROGRAMMATIC EVERYWHERE The shoes are 3D printed and delivered by an Amazon Prime drone.

11 PROGRAMMATIC EVERYWHERE What is currently possible? Source of Data Google Glass & Performance monitoring Apps Data Management Platform Aggregate the data Rules based segmentation (if performance <X then) Real-Time Bidding to deliver the ads (DSP) Taxi real-time bidding Ads Billboard real-time bidding Ads Twitter Tailored Audiences delivered to Smartphone 3d printed shoes New Balance March 2013 Drone Delivery Amazon Prime Drone Service (Coming in 2016)

12 PROGRAMMATIC EVERYWHERE Billboard experiments in London and Times Square

13 But then there are the silos

14 PROGRAMMATIC EVERYWHERE Data management in a marketing environment 1) Unified User ID 2) Data Aggregation 3) Audience Segmentation and Insights 4) Taking Action (Delivery of ads, Customer experience) 5) Performance Measurement & Feedback loop

15 A unified User ID A universal profile on every customer (or prospective customer) that consolidates data in one place regardless of the device in use. Real-time inventory sources 1 st party Data 3 rd party data mobile tablet laptop

16 Unified User ID A real-time technology stack is different than a CRM 1 st Party Data 3 rd Party Data (DMP) Data Management A Programmatic Advertising Platform Campaign Management, Ad-Serving & Reporting (DSP) Real-Time Media Buying Real-time Inventory Sources DISPLAY SOCIAL v VIDEO v MOBILE v

17 Data Aggregation 1 st Party What type of data do you have? Name Gender Past purchases preferred retail store Converter data Results of other campaigns data Time on site etc. How is it collected into a DMP? 1) Via your website (pixel/server-to-server). 2) Offline data via on-boarding partner 3) Via Redirect Link Pixel fires and captures page-level information CRM data about User ABC loaded DMP

18 Data Aggregation - 3 rd Party Data 3 rd Party Data used for audience identification Data collected from thousands of publishers we pay to receive behavioral, search and other data. 8Bn searches per month from Google, Yahoo!, Bing Browsing Behavior of 350+ Million people Gender Income Level Many sources of data A Data Network of Publishers Pixel fires and captures pagelevel information 3 rd Party Profile for User ABC Cookie syncing Your 1 st Party Profile for User ABC

19 Connecting the Channels : The rise of real time bidding 2008 Introduction of programmatic (RTB) advertising was a watershed moment Rapid growth to $3.4Bn in 4 years. Projected to reach $8Bn by >25% of all display. By 2015, one-in-four global ad dollars will be spent online. Massive opportunity for marketers to achieve scale & efficiency of digital ad campaigns. Marketing Budgets RTB DISPLAY RTB Premium Display RTB SOCIAL (FBX) RTB MOBILE RTB VIDEO SOCIAL (TWITTER) NATIVE OOH SMART TV

20 The rise of real time bidding 1. User ABC opens a webpage 4. Winner displays advertisement 2. Publisher (via exchange) opens auction for each ad on the webpage 3. Multiple Bidders look up data on user ABC and bid for each ad spot

21 The path to Omni-Channel Success

22 The path to Omni-Channel Success

23 Thank you