foxtel at the chief data officer forum melbourne, august 2015
TRANSCRIPT
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Foxtel’s Journey of In-House Display Buying and the Democratisation of Data in MarketingWillem Paling – Head of Online Performance & Analytics
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1. Digital Media Buying: our first foray into marketing-owned data…
2. Consolidating the marketing tech stack and taking control
3. Changing expectations and relationships – what it means to own data within marketing
4. The data encounter: telling marketers how to do their jobs
5. The next phase: Broader Democratisation of Data
In-House Display Buying and the Democratisation of Data in Marketing
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Digital Media Buying: our first foray into marketing-owned data…
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Looking under the hood of our agency adserver
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Trialling direct deals & extending on what works
Foxtel associated pubs & networks
Others
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Setting up a Demand Side Platform (DSP)
Incremental reach
Behavioural targeting
Contextual messaging
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We then looked towards bringing on a DMP
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Consolidating the tech stack and taking control
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The quick wins stop when you need customer dataWelcome IT to your ad-tech stack…
And Legal…
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Bring IT on the journey(and legal, and data warehouse)
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Realise the benefits of in-house knowledge and
ownership
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Introducing our tech stack
Trading Desk
Video Buying Affiliate
programAdserver
s
SEM Platform
Ad visibility
SEM Monitorin
geDM
Platform
Display platform
Native advertisi
ngAnalytics
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1. Governance – balancing accessibility and empowerment with the risk of bad decisions, misinterpreted data.
2. Architecture – managing with less IT involvement brings agility but also risk.
3. Resourcing – in-house can be less attractive than big media agencies.
4. Retention – smaller teams means impact of staff leaving is far greater.
Challenges of Marketing Owned Data
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To balance the risk, you still need reliable agency partners who’ve doneit all before
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Our New Agency Partnerships
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Our partnership with our media agency
Campaign
planning &
Strategy
Sponsorship
Premium
DSP
Premium/
Catch up
Open Exchang
e
Brand Video SEM
Exchange
Deal IDDirect buys
RetailDisplay
Deal ID
Affiliate Social
Google Preferre
d (TV Increme
ntal)
Partners
Planning & ImplementationStrategy
Engagement
Acquisition
Business Science
MarketingStrategy
Econometrics
Attribution
GoogleBing
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Our partnership with our data agency
Implementation
Data Strategy
Best PracticeOperations & Reporting
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Our Internal Relationships:How can we go about telling marketers how to do their job
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Vanity reports and showcases“300 million impressions for a 10k spend – a clear ROI!”“We generated 110 conversions!”“We build 40 pages, and did 14 interviews!”
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• Knowledge and the colonial encounter – the scientific method voids the collective knowledge of your culture.
• Overcoming resistance: empowering marketers to self-serve.
• Challenges of marketing managers – the desire for vanity reports
Managing the data encounter:To empower or prescribe?
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Accessing digital media performance data
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Accessing internal performance data
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Our key learnings• Don’t underestimate the capacity of non-technical
business units to own their own data and tech.• Data-driven marketing requires technical marketers –
not just requirements into IT and a project delivered.• Ask the question – are the best outcomes achieved by
delivering insights and prescribing actions? Or empowerment?
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Foxtel’s Journey of In-House Display Buying and the Democratisation of Data in MarketingWillem Paling – Head of Online Performance & Analytics