evento adtech & data 2016 - how dmp turns data into results - fernando takahashi - adobe

© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

THE HOLISTIC PICTURE.How Data Management Platforms Turns Data into Results

2016


Jen | Gym Instructor

Lululemon Athletica is fantastic.Felix | College Professor

VERIZON LTE 4GSamsung Galaxy S4

Fred Leger Age 30

Pier 83

Fort

h Av

e

2nd

Ave

10th

Ave

21st

St

Pier 83

Forth

Ave

2nd

Ave

10th

Ave

21st

St

T-Mobile 4Nokia Lumia 520

Sue Child

Chris ManchesterElisa Sanchez

Age 40

Jerry | Stock Broker

AT&TIphone 4s

@AdobeMktgCloud

Albert

Sushi

3,343, 4,453

The Digital Consumer


“We’retryingtothinklikeasoftwarecompany,

Asconsumerschoosetosharetheirdatawithus,wewanttobeabletousethatdatatohelpmaketheir

livesbetter.”

MarkFieldsFordCEO

Companies are Evolving to Realize Efficiencies through Technology Adoption


Data has been always part of marketing.

CRM

TGIIBOPE

BI

20%off

20%off

20%off

20%off

20%off

DATABASEMARKETING


What Changed?


Expectations

PERSONALIZED


Expectations

PERSONALIZEDRELEVANT


Expectations

PERSONALIZEDRELEVANTREAL-TIME

© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

6 AM 7 AM 8 AM 5 PM 8 PM 11 PM

WAKE COMMUTE WORK COMMUTE ENTERTAIN READ SLEEP

Source: @Lukew© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.


EXPERIENCEis the differentiator


Lack of single profile leads to overspend and disjointed customer journey

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Audience Challenge: Each system has its own siloed “audience”

12

Analytics Testing & Optimization

1:1 Communication Channels

Media & Ad Buying


Data Management & Activation

13

Navegg Crosspixel

AddThis Serasa

Analytics Media

CRM App

Ingest

Advertisers

Publishers1st Party 2nd Party 3rd Party

1

Video Social MobileSearch Email Ad ServersTargeting Platforms

Activate3

•••

Synchronize2

Define Segment Composition LogicBuild Algo Models (look-alike)

Build a Cross Device Graph

• Combine 1st, 2nd, & 3rd Party Audiences • Enforce Data Distribution Rules • Manage Profile Attribute Rules


The Biggest Challenges for Marketers….

30%

32%

55%

57%

“Biggest Challenges to Building a Single Customer View According to Marketers Worldwide, March 2016”Signal, “Preparing for Cross-Channel Success: Solving the Identity Puzzle,”March 2016

Merging profile fragments as data becomes available

Collecting data across channels

Achieving acceptable match rates

Activating profiles across the ecosystem

© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.15

“Data matching will replace attribution as one of the major topics across the advertising industry in 2016.”

“Perhapsthat'sbecauseamultitudeofmismatcheddatasourcescontinuetocreatemajorproblemsinaccuracy.”

The Biggest Challenges for Marketers….

“Biggest Challenges to Building a Single Customer View According to Marketers Worldwide, March 2016”Signal, “Preparing for Cross-Channel Success: Solving the Identity Puzzle,”March 2016

© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

DMPs SOLVE AN ACQUISITION PROBLEM


How DMPs turns data into results?

17

01

Control over SegmentationStrategy

02

Integration with the MarketingEcosystem

03

Protect Customer Privacy and Your Digital Strategy


01 Control Over Segmentation Strategy

DMP

Data Management Providers – Much Less Control

Data Management Platforms – Full Control



Data Management Providers Data Management Platforms

Travel Intenders – 20 to 30 – HHI

The audience definition is provided by the vendor

The goal of the vendor is more focused on scale and less on accuracy

There’s no control over the recency and frequency

Travel Intenders – 20 to 30 – HHI

The audience definition is configured by theadvertiser/publisher

The Quality and the Size can be combined with theData Management Providers using Look-a-likeModels.

There’s full control over each 1st party trait in termsof recency and frequency


Reac

h

Accuracy

Trait A A

Influ

ence

Noi

se

Qualitative Process Statistical Analysis Quantitative Process

90% Accuracy1.35 MM Uniques


Trait B

Trait C


1. Data In 2. Logic, Organization, Segmentation 3. Data Out

POS

CRM

WEB DATA

SHOPPINGCART

Data Aggregation, Foundation for a unique profile

Audience CreationModeling, Begin exploring

addressable audiences

Audience Syndication, activate across your preferred channels &

ecosystem

02 Integration with the Marketing Ecosystem


Breadth of Marketing Ecosystem

DSPs 3rd Party Providers

Video Social / Graph Mobile / Cross –Device

Offline Data Attribution/Forecasting

Ad Servers Inventory Sources / SSPsTargeting Platforms

AdobeMedia

Optimizer

DMP


03 Protect Customer Privacy and Your Digital Strategy

Classification Type: Data Export Control Classification Type: Data Export Label

Must have BOTH classifications set up to work

3RD Party, CRM, Analytics, 2nd

Party

Data Sources

DSPs, Targeting, Platforms, MSPs

Destinations

Data Export Control

1. Cannot be tied to PII

2. Cannot be used forsite ad targeting

3. Cannot be used for off site targeting

4. Cannot be used for on site personalization

Data Export Label

1. Contains PII

2. Used for on site ad Targeting

3. Used for off site Targeting

4. Used for on site personalization

Examples

3rd party data trait

2nd Party Data

Loyalty Data (CRM)

Site side Impression Data

Examples

Email System

DFP or Ad Server

TubeMogul

Adobe Target

4 Settings


Exemplo Site Adobe.com

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25



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Each customer is different. Give them a journey that’s just as unique.


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