Publisher Sales Opportunity In The Era of Data Matthew Yorke - PowerPoint PPT Presentation

Publisher Sales Opportunity In The Era of Data Matthew Yorke Chief Digital Officer Northstar Travel Group

Landscape Data Innovation Summary

Publishers Now Face An Army of Competitors

What Clients Hear Mass Demos Individualized, personalized & addressable Networks, cable, print and portals Hyper-fragmentation Nielsen Data rich at a granular level Linear Technology enabled Repeatable performance Complex and fluid Spots and dots Time, place and message decisioning Buying Scale Biddable media

SSO Identity Operating Marketplace Key Players Layer System Activation Content Devices Consumers Consumers TBD…

Marketing Expenses

New World Order

The Realities of Data Data is your friend Data is your enemy Data is your salvation Data is your demise Data will set you free Data will expose everything

The Realities of Data Data is your friend ALL Data is your enemy Data is your salvation Data is your demise TRUE Data will set you free Data will expose everything

Data is to this century what oil was to the last one: a driver of growth and change – The Economist 430 % Projected Increase in Data Generation by 2020 (Forbes)

But most organizations do not feel that they have great data! LESS THAN 60% 40 % 1 % Of marketers Of those surveyed Of leads that B2B don’t feel their sellers consider the overall marketers generate health of their data have the right account turn into customers. as unreliable. intelligence. – Forrester – SiriusDecisions – Dun & Bradstreet Customer Insights Confidential – B2B Media Consortium Brainstorm

2,900 70% marketing of a customer’s messages per day journey today is vying for each self-directed customer’s attention For marketers, influencing buyers’ decision -making has never been more difficult 50% 5-21 of all purchasing influencers involved decisions are influenced in every purchase decision by third parties

/ Customer experience B2B Priorities Data-driven marketing Cross-channel marketing Are Shifting Mobile Programmatic * Data sourced from eMarketer 2017 study

Not About “Democratization of Data”

But “Democratization of Analytic Utility” Enabling Specific Aspects of Data Driven Marketing Focused on Application Standardized Process and Outputs Open Architecture Scalable in Nature

Moving Users from Unknown to Known

Manage efficiently to improve retention and limit audience fatigue 0 The Mission 4 0 • ARM Activate data to create, manage and grow Audience Relationship 3 products and revenue Management streams • True Audience 0 Value 2 Unify all data to create a single view of the audience 0 1 Acquire new audience members with effective targeting

A Shift In Business Strategy The ‘Why’ The ‘What’ Business Outcomes Product Sales / leveraging data & Advertising dynamic insights • • Speed to insight One size product fits all • • Outputs and recommendations tailored Deploy to client objectives/KPIs • Manual Optimization • Dynamic Optimization • Post Campaign Insights • Real time insights

Programmatic Media

Programmatic Comes of Age 65% of B2B 70% of B2B 2/3 of digital marketers marketers plan currently buy or ad spend is to increase sell advertising programmatic programmatic programmatically spend in 2017 The challenge is a lack of transparency into inventory sources and quality.. 46% of B2B marketers said that programmatic and ad tech companies don’t “get” B2B marketing and advertising.

The Data Paradigm Access to intelligent data, dynamic platforms, and powerful audiences uniquely positions select B2B Publishers to effectively target and deliver measurable results on marketing objectives.

Transforming Sales

Portfolio Launch: Northstar Social Suite ▪ Thought Leadership Presentation combining PCW market research on social media trends in travel and new Northstar products: ▪ Social.amp ▪ Social Access ▪ Social Fuse ▪ Social FAMS ▪ Anchored by our brands & data ▪ Product pipeline — Twitter Chats, Influencer content services ▪ Projected $1M revenue line in FY19

Data-Driven Insights Inputs Audience (personas) Real-time intent Intelligence Consultation High-level objectives Vision and voice Goals and KPIs Branded Content at Work Informed Content Outputs High-value content Applied analysis Performance Activate on insights Dynamic Optimization

Full Funnel AT EVERY PART OF THE BUYER’S JOURNEY CONNECT MARKETING GOALS TO Social Fuse Social Fams Data Solutions Dest Guides Social.amp TO DRIVE RESULTS SocialAccess Platforms

Using Data-Driven Insights ABM we bring audience and intent together to identify the right individuals to target. = + + First-Party Data Third-Party High Value Artificial Data Customers Demographics Intelligence Firmographics Dun & Bradstreet Audiences that demonstrate Customer On-site behavior Adaptive Insights core buying traits and a data platform Bombora propensity to engage with Newsletters Events (Olytics) your brand Print More

Northstar Client Database Services Leveraging Northstar technology, intelligence and expertise to improve the quality, depth and performance of your audience databases

Scale of the challenge Opportunity

Summary • Consumers not readers • Tech is a means to an end not the end • Empower Sales with Products • Build a Process for Scale • Brands + Tech + Data =Success • True Audience Value

Thank You Matthew Yorke @myorke@ntmllc.com