changing dynamics without dynamic changes and other misses in the programmatic model

Changing Dynamics without

Dynamic Changes

Why do we care what she says anyway?

Christine Peterson // Group Media Director // MRY

First the Good…

Room for Improvement

Message to Match

+ Metrics that Matter

THE KEY PLAYERS DON’T WORK TOGETHER

Stra

tegi

c Pl

anne

rs

Creative

Teams

Technology/Data

Providers

Programmatic Specialists

Add

itio

nal

Med

ia

Analytics

Programmatic Model for Success

Role: The Strategic Planner

1. Use the same data sets to define

2. Think in terms of micro sub-segments

3. Prioritize the desired actions of each individual

Role: The Analyst

1. Involvement from Day 1

2. Design end metrics with technology partners

3. Define the end business value of each priority segment

Role: The Technology/Data Provider

1. Custom designed solutions for each category/project

2. Innovation with Analytics

3. Upstream definition collaboration

Role: The Creative Team

1. Shift from big ideas to content elements

2. Craft if/then scenarios

3. Collaboration with dynamic technology

Role: The Media Team

1. Integrated planning collaboration

2. Ecosystem thought process

3. Optimization across marketing efforts

Role: The Programmatic Specialist

1. Orchestrate planning process

2. Execute with brilliance

3. Be the Superhero

From the Old Model…

…To True Collaboration

Programmatic Buying Success…

NAILED IT.

THANK YOU!