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

Understanding and organising data signals from all touchpoints

WHAT IS DATA-DRIVEN MARKETING?

Changing activation based on the behaviours of recipients Becoming a more responsive customer focused brand

WHY IS IT IMPORTANT?

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

Regional “Centres of Excellence” alongside agency embedded experts

1200

employees globally

N A Offices M E N A Offices E M E A Offices A P A C Offices

OUR APPROACH TO DATA-DRIVEN MARKETING – A GLOBAL FOCUS

It’s our people that make the difference

OVER 40 PEOPLE IN FINLAND

DATA & TECHNOLOGY STRATEGY MARKETING SCIENCE R&D DATA ARCHITECTURE DATA VISUALISATION RESEARCH & CONSUMER INSIGHTS

JUSSI.PIRI@ANNALECT.COM

— To unleash the power

• f data through

technology and analytics to give clients competitive advantage and drive business results

OUR MISSION

—

THE WORLDS OF CRM AND MEDIA CAN NOW BE COMBINED

I D E N T I T Y

Who are they and what are they doing?

E N R I C H M E N T

What other data sources do we have?

A C T I V A T I O N

How can we use technology to scale?

D E L I V E R Y

Activating a learning loop

D A T A T E C H N O L O G Y A N A L Y T I C S A C T I V A T I O N

Construct the best technology infrastructure to access the data Identify the most valuable data sets Audience, Message and Placement Work together Find the most valuable insights

THIS REQUIRES A RIGOROUS AND OBJECTIVE APPROACH

NOT ALL DATA IS CREATED EQUAL

1 ST P A R T Y D A T A

is data that is owned by the client such as:

2 N D P A R T Y D A T A

is data from strategic partners that have agreed to share their 1st Party Data:

3 R D P A R T Y D A T A

is data from other providers that can be used to profile 1st Party Data, e.g.:

SCALE VALUE

B U S I N E S S G O A L & C H A L L E N G E D A T A T O D E F I N E T H E A U D I E N C E I N S I G H T S T R A T E G Y / T A C T I C S A D D R E S S A B L E A C T I V A T I O N 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 O P T I M I S A T I O N

OUR APPROACH TO DATA-DRIVEN MARKETING

IT’S A JOURNEY... WHERE ARE YOU?

CRA WL WA LK RUN S P RI N T

CRAWL

NO DMP DISPARATE DATA SOURCES LIMITED ANALYTICALRESOURCES BASIC REPORTING

C R A W L / O P E R A T I O N S 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

BE CLEAR ON YOUR DEFINITION OF WHAT A DMP IS FOR YOUR BUSINESS

C R A W L / O P E R A T I O N S T E C H N O L O G Y € € € S E T U P € € U S A G E €

DON’T FORGET TO BUDGET FOR SET UP AND USAGE

A U D I E N C E D E F I N I T I O N D A T A S O U R C E

START THINKING ABOUT HOW YOU DEFINE AUDIENCES ACROSS YOUR BUSINESS

C R A W L / U S E C A S E S

Is the Audience defined using data collected via 1st, 2nd or 3rd parties? What attribute(s) are you using to define your audience?

WALK

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

W A L K / O P E R A T I O N S

SET UP A DATA/TECH COUNCIL TO MANAGE MULTIPLE STAKEHOLDERS

ü Marketing

• CRM
• eCommerce
• Brand

ü IT ü Legal ü Corporate Governance ü Procurement ü Media Agency

• Strategy
• Planning
• Buying
• Ad Ops

ü CRM Agency ü Creative Agency DATA/TECH COUNCIL

E XT E RN A L I N T E RN A L

Buyers vs browsers Organic vs paid visitors Pre vs post ATL campaign Smarter re-targeting Key segments identified in profiling Different bid strategies for different audiences Frequency capping

W A L K / U S E C A S E S

A U D I E N C E P R O F I L I N G A U D I E N C E S E G M E N T A T I O N A U D I E N C E A C T I V A T I O N

DON’T MAKE YOUR AUDIENCES TOO GRANULAR

100%

100% 90% 90%

73%

90%

Ad Server DMP DSP Site Analytics

Understanding sync rates and data leakage

W A L K / U S E C A S E S

RUN

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

BRINGING YOUR CRM DATA AND SEGMENTS INTO THE DMP

J O N . G H A Z I @ A N N A L E C T . C O M C O O K I E A 1 2 3 4 D G J H O 4 5 6

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 R M = P E R S O N A L I N F O R M A T I O N

R U N / U S E C A S E S

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 : R U N / T E C H N O L O G Y

Append DMP / DSP tracking into your CRM emails Match known individuals to cookies when a user identifies themselves on the client site (e.g. when they log in to the site) Work with a 3rd party on- boarding partner (e.g. LiveRamp, Experian etc) Working with an on-boarding partner can be expensive, and match rates are typically quite low (c.20-35%)

SPRINT

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

OUR OWN JOURNEY TO ENABLE DATA- DRIVEN MARKETING

Limitations of working with just

• ne single DMP

Explosion of data and marketing technology and limitation of databases to handle the velocity and variety of data

4 years ago Global partnership with Neustar Today Multi DMP model allowing us to work with the best providers in each market Tomorrow Open cloud environment, pooling a range of data sources and allowing interoperability across a range

• f technologies and walled gardens

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

Open, scalable data environment Ingests a wide variety

• f granular,

log-level data sources Matches these data sources at the user-level (ID management) Powers the creation of bespoke behavioural segments Built for Interoperability Powers our segmentation and predictive modelling work

WHAT DOES THE AGILE DATA PLATFORM DO?

Underpins advanced attribution models to close the measurement loop

CRE A T E S A COMMON I D E N T I T Y A N D E N VI RON ME N T T O LI N K A LL D A T A - D RI VE N MA RK E T I N G

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 & POWERFUL CAPABILITIES

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 A N A L Y T I C A L P R O C E S S E S T O A 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

N O B L A C K B O X E S , N O H I D D E N A L G O R I T H M S

• Proprietary analytical processes
• Full visibility to clients
• Access to methodology & code
• Transparent segment creation
• Open evolution of products & processes
• vertime

N O C O N F L I C T S O F I N T E R E S T

• No data ownership conflicts
• Freedom to work with any data partner
• Interoperable approach to data and

technology

• Solutions built for client need
• Test & learn culture

FULL DATA TRANSPARENCY IS VITAL

5 THINGS TO REMEMBER

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

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