WHAT IS DATA-DRIVEN MARKETING? Understanding Changing Becoming a - PowerPoint PPT Presentation

WHAT IS DATA-DRIVEN MARKETING? Understanding Changing Becoming a and organising activation more data signals based on the responsive from all behaviours of customer touchpoints recipients focused brand

WHY IS IT IMPORTANT? FOR B2B COMPANIES, 93% OF FINNISH DATA-DRIVEN BUSINESS DIRECTORS MARKETING IS KEY TO SEE DATA-DRIVEN MARKETING AS DRIVING SALES, WHILE CRUCIAL TO THE B2C COMPANIES SEE SUCCESS OF THEIR THIS AS CRUCIAL FOR COMPANY RETENTION Source: ‘The State of Data-Driven Marketing in Finland 2016’ – Annalect study

OUR APPROACH TO DATA-DRIVEN MARKETING – A GLOBAL FOCUS It’s our people that make the difference E M E A Offices 1200 employees globally N A M E N A Offices Offices Regional “Centres of Excellence” alongside agency A P A C embedded experts Offices

OVER 40 PEOPLE IN FINLAND DATA & MARKETING TECHNOLOGY R&D SCIENCE STRATEGY RESEARCH & DATA DATA CONSUMER VISUALISATION ARCHITECTURE INSIGHTS

JUSSI.PIRI@ANNALECT.COM

— To unleash the power of data through technology and OUR MISSION analytics to give clients competitive — advantage and drive business results

THE WORLDS OF CRM AND MEDIA CAN NOW BE COMBINED I D E N T I T Y E N R I C H M E N T A C T I V A T I O N D E L I V E R Y Who are they and What other data How can we use Activating a what are they doing? sources do we have? technology to scale? learning loop

THIS REQUIRES A RIGOROUS AND OBJECTIVE APPROACH D A T A Identify the most valuable data sets A C T I V A T I O N T E C H N O L O G Y Audience, Message Construct the best and Placement Work technology together infrastructure to access the data A N A L Y T I C S Find the most valuable insights

NOT ALL DATA IS CREATED EQUAL 1 ST P A R T Y D A T A 2 N D P A R T Y D A T A 3 R D P A R T Y D A T A is data that is owned by the is data from strategic partners is data from other providers client such as: that have agreed to share their that can be used to profile 1 st 1 st Party Data: Party Data, e.g.: SCALE VALUE

OUR APPROACH TO DATA-DRIVEN MARKETING A D D R E S S A B L E A C T I V A T I O N B U S I N E S S D A T A T O I N S I G H T O P T I M I S A T I O N G O A L & D E F I N E T H E S T R A T E G Y / T C H A L L E N G E A U D I E N C E A C T I C S N O N - A D D R E S S A B L E M A S S R E A C H C H A N N E L S

IT’S A JOURNEY... WHERE ARE YOU? CRA WL WA LK RUN S P RI N T

NO DMP DISPARATE DATA SOURCES LIMITED ANALYTICALRESOURCES BASIC REPORTING CRAWL

C R A W L / O P E R A T I O N S BE CLEAR ON YOUR DEFINITION OF WHAT A DMP IS FOR YOUR BUSINESS R E P O R T I N G C R M F O C U S E D M E D I A F O C U S E D

C R A W L / O P E R A T I O N S DON’T FORGET TO BUDGET FOR SET UP AND USAGE T E C H N O L O G Y S E T U P U S A G E € € € € € €

C R A W L / U S E C A S E S START THINKING ABOUT HOW YOU DEFINE AUDIENCES ACROSS YOUR BUSINESS A U D I E N C E D A T A D E F I N I T I O N S O U R C E What attribute(s) are you using to Is the Audience defined using data collected via 1 st , 2 nd or 3 rd parties? define your audience?

LOOKING AT DMPs USING 3RD PARTY DATA PROGRAMMATIC DEPLOYED TAGGING IN PLACE SOME REAL-TIME OPTIMISATION SOME AUDIENCE ANALYTICS WALK

W A L K / O P E R A T I O N S SET UP A DATA/TECH COUNCIL TO MANAGE MULTIPLE STAKEHOLDERS I N T E RN A L E XT E RN A L ü Marketing ü Media Agency CRM • Strategy • eCommerce • Planning • Brand • Buying • ü IT Ad Ops • DATA/TECH ü Legal COUNCIL ü CRM Agency ü Corporate Governance ü Procurement ü Creative Agency

W A L K / U S E C A S E S A U D I E N C E A U D I E N C E A U D I E N C E P R O F I L I N G S E G M E N T A T I O N A C T I V A T I O N Buyers vs browsers Smarter re-targeting Different bid strategies for different audiences Organic vs paid visitors Key segments identified in profiling Frequency capping Pre vs post ATL campaign

W A L K / U S E C A S E S DON’T MAKE YOUR AUDIENCES TOO GRANULAR Understanding sync rates and data leakage 100% 73% 100% 90% 90% 90% Site Ad Server DMP DSP Analytics

DMP IN PLACE 1ST PARTY DATA AVAILABLE CRM INTEGRATION MULTI-PLATFORM PROGRAMMATIC ONLINE ATTRIBUTION CUSTOM AUDIENCES SEGMENTATION DEDICATED ANALYTICS FUNCTION RUN

R U N / U S E C A S E S BRINGING YOUR CRM DATA AND SEGMENTS INTO THE DMP C R M = P E R S O N A L I N F O R M A T I O N D M P = A N O N Y M O U S D A T A ( C O O K I E S / D E V I C E I D S ) C O O K I E A 1 2 3 4 D G J H O 4 5 6 J O N . G H A Z I @ A N N A L E C T . C O M

R U N / T E C H N O L O G Y CRM ON-BOARDING T H E R E A R E 3 M A I N W A Y S T O D O T H I S : Append DMP / DSP Match known individuals Work with a 3rd party on- tracking into your CRM to cookies when a user boarding partner (e.g. emails identifies themselves on LiveRamp, Experian etc) the client site (e.g. when Working with an on-boarding they log in to the site) partner can be expensive, and match rates are typically quite low (c.20-35%)

INTEROPERABLE DATASETS 1:1 PERSONALISATION X-PLATFORM FREQUENCY CUSTOM AUDIENCES CROSS-CHANNEL ATTRIBUTION PREDICTIVE ANALYTICS DEDICATED DATA ANALYTICS RESOURCES SPRINT

OUR OWN JOURNEY TO ENABLE DATA- DRIVEN MARKETING Tomorrow Today 4 years ago Open cloud environment, pooling a range of data Multi DMP model allowing us to work with the Global partnership with Neustar sources and allowing interoperability across a range best providers in each market of technologies and walled gardens Explosion of data and marketing Limitations of working with just technology and limitation of one single DMP databases to handle the velocity and variety of data

I N T ROD UCI N G OUR E VOLVE D P LA T F ORM & CA P A BI LI T Y — THE AGILE DATA PLATFORM

Ingests a wide variety Open, scalable of granular, data log-level environment data sources WHAT DOES CRE A T E S A COMMON THE AGILE I D E N T I T Y A N D Matches these Powers the DATA data sources at E N VI RON ME N T T O creation of Built for the user-level bespoke Interoperability (ID LI N K A LL D A T A - behavioural PLATFORM management) segments D RI VE N MA RK E T I N G DO? Underpins Powers our advanced segmentation attribution models and predictive to close the modelling measurement work loop

M O V E F R O M B L A C K - B O X , 3 R D P A R T Y D A T A S E G M E N T S T O H I G H Q U A L I T Y , B E S P O K E S E G M E N T S B A S E D O N B E H A V I O U R S A N D A T T I T U D E S ENABLING NEW M O V E B E Y O N D S I L O E D , I N C O N S I S T E N T D A T A A N D & POWERFUL A N A L Y T I C A L P R O C E S S E S T O A CAPABILITIES C O M M O N , S C A L A B L E E N V I R O N M E N T M O V E B E Y O N D I N C O M P L E T E I D S T O A C O M M O N I D U N I F Y I N G D I F F E R E N T S O U R C E S , A L L O W I N G C A M P A I G N S T O B E T R A C K E D C O N S I S T E N T L Y T H R O U G H O U T

FULL DATA TRANSPARENCY IS VITAL N O B L A C K B O X E S , N O H I D D E N N O C O N F L I C T S O F I N T E R E S T A L G O R I T H M S No data ownership conflicts • Proprietary analytical processes • Freedom to work with any data partner • Full visibility to clients • Interoperable approach to data and • Access to methodology & code • technology Transparent segment creation • Solutions built for client need • Open evolution of products & processes • Test & learn culture • overtime

5 THINGS TO REMEMBER 1 2 3 4 5 Full transparency We help clients unleash Not all data is A DMP can help But if you’re planning from your partners the power of data created equal you understand to get a DMP, don’t is vital for a through technology and more about your skip the scoping successful data- analytics to generate customers and stages driven strategy competitive advantage improve marketing and drive business results efficiency