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Data-Driven Advertising: A Single Source of TruthUdipta Basumatari | Group Director – Advertising Cloud, Performance, SEA
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A G E N D A The Evolution of Advertising
Vision for Marketers
Extend your Data-Driven Strategies
How do we get there?
A G E N D A
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Three Main Topics at Play in Marketing
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Saving on Media & Production Costs
Realizing Value From Your Data
Owning Technology
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THE
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Evolution of Adver t i s ing
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ONE WAY TO CONNECT – DIRECT
AD NETWORKS
SUPPLY-SLIDE PLATFORMS
OPEN AD MARKETPLACES, EXCHANGES
DEMAND-SIDE PLATFORMS
ADOBE EXPERIENCE CLOUD
Trusted and transparent data and content marketing stack
GOOGLE MARKETING SOLUTIONS
Search data marketing stack
FACEBOOK BUSINESS
Interest data marketing stack
AMAZON MARKETING SERVICES
Purchase data marketing stack
In the Beginning…The Ad Networks Join the Party…But Exchanges Steal the Spotlight…And Supply-Side Platforms Arrive for Publishers…While Demand-Side Platforms Align With AdvertisersAnd Now Marketing Stacks are Taking Over the Conversation
ADVERTISERS CONSUMERS
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Unified Tech Provides Single Foundation for Data Activation
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AdvertisingInvestment
MarketingInvestment
CRMInvestment
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Vis ion for Marketers
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Audience Media Creative
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Owned Data and Content are Paramount
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Full Funnel Personalization
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AWARENESS
CONSIDERATION
CONVERSION
LOYALTY
Holiday Shoppers
Site Visitors
SG MY Everyone Else
Gold Status Silver Status
Logo Headline (pull from feed)
Image (pull from feed)
Promo Copy (pull from feed)
CTA
One time template definition
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Deliver Relevant & Personalized Experiences Across the Customer Journey
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AWARENESS
CONSIDERATION
CONVERSION
LOYALTY
• Category/Site Targeting
• Premium Audiences (On Demand, PMP)
• DMP Segments (1st, 2nd, 3rd party data)
• Converter Look-alike Targeting
• Site/Abandoner Retargeting
• Product Retargeting (Feed-driven DCO)*
• Loyalty Offers (Cross sell, Upsell) with DCO*
• 3rd Party Data (Demos, In-Market, Lifestyle)
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EXTEND YOUR
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Data-Dr iven Strategies
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5 KEY
Characteristicsof
Data-Driven
Strategy
• What proprietary and first-party
data should mean to a brand
• Data & creative
• Leading and lagging indicators
• Transparency & control
• Leverage your most
valuable asset
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Merged Data+
Channels=
A Single View of Consumers
Omni-Channel Interactions
Customer Attitudes, Desires, and Preferences
Data & Demographic Insights About Similar
Customers
Account & Product Data
Historical Transaction Data
Purchase History
Consumer
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Creative Data
&
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Leading and Lagging Indicators
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MEASUREMENT TOOLS
Day-to-Day
Impression Quality
Leading Indicator
Surveys
Lagging Indicator
Tune-In
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Business Objectives
Working Model
Strategy
Accountability
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Leverage Your Most Valuable Asset
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How do we get there?
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Incremental ReachMaximize reach
by suppressing existing consumers
Relevant MessagingKeep awareness high with relevant messaging across digital & social channels
Audience Segmentation
Deliver relevant offers and creative to loyalist, lapsed
and new user cohorts
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Unite Pre-Visit and Post-Visit Data
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Data Becomes the Skeleton with the Muscle
of Paid/Owned/Earned
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Being a Data-Driven Marketer Means You Will Be:
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Saving on Media & Production Costs
Realizing Value From Your Data
Owning Technology