Data Management Platform24/7 MediaQ4 2013

Data Management Platform Defined

Data Management Platform

What It Is What It Does

Unified platform for digital marketing

Track Your Actions,Act on What You Know

Integration, storage and management of 1st, 2nd and 3rd party data for on/offline

Creation and management of bespoke audience segments

Comprehensive reporting across disparate digital media channels

Apply the right sets of data in the right context at the right time

Provides actionable insights for current and future campaign planning

Cross channel optimization Delivers return on ad spend

To power new go-to-market models

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A Complete View of the User

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User ProfileComprehensive user level

records for full consumer view

One user ID across multiple channels and campaigns

Data StorageAtomic level user and campaign

dataSynchronization with external

data feeds

Tagging & TrackingCreate tags for digital

media and user interaction tracking

Log user level data

User interaction data aggregated and stored in the 24/7 DMP– Cookie-level, anonymous– Tracks user interaction with brands and brand messages

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Case Study: Major UK Retailer

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Goals Generate traffic and drive online sales on the retailer’s UK website

Run a cost effective RTB campaign on Trader’s extensive inventory to achieve CPA goals

Approach Target UK consumers on relevant lifestyle, sports and news channels

Tag all pages on the advertiser site to follow the user path to conversion

Retarget of users who have been to the site but not bought a product

Results More than 6,089 sales have been generated in 9 months

£54K spent on Trader have brought £500k revenue to the advertiser

For every pound spent Trader brought over £9 in revenue

June July Aug Sept Oct Nov Dec Jan Feb£0.00

£20,000.00£40,000.00£60,000.00£80,000.00

£100,000.00£120,000.00£140,000.00

Spend Revenue

A Custom DMP Unifies All Data

Campaign Data

Ads< tag>

Interactions< tag>

Conversions< tag>

Media Channel< tag>

Client CRM Data

Segmentation

Demographics

Purchase Intent

Geographic

Politics

Auto Affinity

CPG Transactions

CPG Loyalty Card

Third Party Data

A Custom DMP Unifies All Data

- We are on pace to exceed 650B+ tracked events in 2013

- 35 TB of data and growing

Collection

First Party Data– Client can choose to provide their proprietary customer data. 24/7 Media collects and

secures data from the advertiser’s web properties for the purpose of retargeting. All of this data is isolated and protected, and is intended only for use by the specific advertiser. Example: client’s site visits, client’s campaign clickers, viewers etc.

Second Party Data– 2nd party data (also referred to as behavioral data) contains visitor behavior (visits)

across multiple websites. The data is generated by utilizing 24/7 technology to capture and understand user behavior across our delivery network. 24/7 uses this data as basis for creating proprietary targeting segments as well as look-alike segments on 1st party data.

Third Party Data– Data collected by companies outside of 24/7 Media around the internet (and

sometimes offline) specifically for the purpose of targeting users online. 24/7 DMP provides the proper integration with third party data providers and offers the possibility of both targeting and analytics on those data sources.

Definitions

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Data Collection: Tag Management

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For robust reporting three tags must be generated and implemented  Impression Tag – To track delivery Click Tag – To track clicks Action Tag – To track actions eg. engagement with video, conversion,etc These 3 tags allow for full lifecycle reporting:

1 x 1 Impression

Pixel is Fired

When the user gets to a page that has our action tag implemented this is

fired and the user is cookied

We store all impressions, clicks and actions in a

user’s history and are able to use this rich data for

reporting

No Personally Identifiable Information is storedNo IP Address information is stored

When a user clicks on the ads our click tag

is fired and then redirects the user to

the landing page

24/7 Media DMP

The advertiser’s 1st party data collected via 24/7 tag on the site The advertiser’s 1st party data is NEVER used for other advertisers or passed to

3rd parties

1st Party Data Collection

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1st Party Data = Site Behavior, CRM, and registration data

Shopping for Tablets

Comparing two specific models

Visited ‘Electronics & Accessories’ Section

24/7 Media DMP

2nd Party Data Collection

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# Second Party Data Source Implementation Data Collected

1 Browser Analysis of http header from client OS, Browser, Time, Day, Geography

2 Channels/Devises Learning from devise identifiers Users who are using specific devises such as Ipads or mobile web browsers

3 Geo-enrichment Geo-enrichment based on IP addresses Geography

4 Micro-Marketing Enrichment based on geography Demographic data based on geography (e.g. likelihood to own house)

5 Page Classification When serving a creative, url is categorized in real-time Behavioral interest of user when exposed to an ad

6 Campaign clicks Pixel on campaign creative, assignment of creative to a content category

Capture user interaction with a content category (e.g. automotive)

7 Campaign clicks Pixel on campaign creative on a search website, assignment of creative to a content category

Capture user’s search behavior for a content category (e.g. automotive)

8 Surveys Running our own surveys (e.g. as back-fill campaigns) Answers per responder

9 Voting (One-Click-Cluster) Running our own poll (e.g. as back-fill campaigns) Voting selection per responder

10 Prediction – Descriptive variables

Look alike models are built to identify users who have similar characteristics to defined users

For example, users who have a high likelihood of being interested in baby products

11 Prediction – Action variables

Look alike models are built to identify users who have similar behaviors to defined users

For example, users who have a high likelihood to click on a certain campaign

12 Insights Post-analysis of data For example, influence of cookie lifetime on conversion rate

Simultaneously to logging the impression data to the 24/7 DMP, 24/7 Media calls out to 3rd parties about what they know about this cookie. The third party has NO access to the advertiser’s data.

24/7 Media stores data attributes for future campaign planning. There are 1000’s of attributes including:

Age, Gender, HHI, Home & Car Ownership, Prizm Segmentation

24/7 Media DMP

Collecting 3rd Party Data While Delivering Media

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aDYNAMIC ATTRIBUTION MODEL

- Obtain holistic view of networks and sites for audience de-duplication and true cross-entity reach

ExchangeA

NetworkA

NetworkB

VISIBILITY INTO AUDIENCE DE-DUPLICATION

AUDIENCE DISCOVERY

- Utilize advanced analytics techniques to discover / understand customer audiences

- Determine true consumer behavior by analyzing user touch points across multiple channels over extended periods of time

24/7 DMP Enables Cross Channel Reporting and Dynamic Attribution, Audience Deduplication & Discovery

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24/7 Data Management Platform Executive Summary

Executive Summary offers a quick top line insights into the campaign performance

The insights are displayed in a neat user friendly interface, customisable DMP Dashboard

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Conversion Tracking In Analytics, path to conversion can be displayed for various channels

for analysis

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Campaign Performance In Campaign Performance, periodical results can be displayed for immediate analysis

Questions?

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