Onboarding: The Next Billion Dollar Data Opportunity

New York City October 5, 2017

Bruce BiegelSenior Managing Director

Today’s consumer is constantly connected

As the number of connected devices increases, so does theamount of data generated

The Amount of Data Available Continues to Grow

[ 4 ]

44ZETTABYTES

2020

30B Devices

88bn yearsof music files

686bn 64GB tablets

1.4bn years of HD video

180ZETTABYTES

2025

80B Devices

8+ZETTABYTES

2016

11B Devices

250bn 32GB Smartphones

Source: IDC

The Marketing Ecosystem Continues to Expand

[ 5 ]

2011

100

2012

350

2014

947

2015

1876

2016 ~3,500

Source: Cheifmartec.com

The Reality: No One Has a Complete Picture

[ 6 ]

BRANDSAGENCIES

PUBLISHERS

TECH PARTNERS

DATA OWNERS?

Which Leads Us to the Topic of Onboarding and Omnichannel Identity

[ 7 ]

The Importance of Onboarding for Understanding and Engaging in the Customer Journey is Resulting in 50% YoY Sector Growth

[ 8 ]

The Flow of Data Within Onboarding Providers

Source: Winterberry Group, “The State of Consumer Onboarding,” 2016

Understanding the Customer Journey Requires Identity Recognition at All Stages, Including Across Locations, Devices and Over Time

[ 9 ]

Detailing the Onboarding Process

Source: Winterberry Group, “The State of Consumer Onboarding,” 2016

Note that dotted lines represent optional steps in the process.

Each provider type can be fulfilled by a variety of partners.

Rise of Onboarding is Fueled by an Expanding and Maturing Set of Use Cases

[ 10 ] Source: Winterberry Group, “The State of Consumer Onboarding,” 2016

Use Case Value Add

Digital Display Targeting (includes mobile & video)

• Supports deployment of relevant and timely ads for B2C and B2B consumers across digital platforms/properties

Walled Garden Targeting• “People-based marketing” within the walled gardens of

major social media channels• Highly accurate targeting

Consumer Analytics & Insights

• Facilitates the development of look-alike and predictive models

Measurement & Attribution• Improves cross-channel understanding of digital

marketing efforts

Site Personalization• Recognition of non-authenticated users• Ability to suppress and/or provider audience-specific

content and offers

Addressable TV Targeting • Extends audience reach and consumer engagement

Mature

Maturing

Emerging

Current State*

*The term “mature” is relative to understanding and adoption in the onboarding market and not relative to the general data market

Bruce BiegelSenior Managing Directorbbiegel@winterberrygroup.com(212) 842-6030 • Mobile (908) 693-0943

www.winterberrygroup.com60 Broad Street, Suite 3810New York, NY 10004@WinterberryGrp

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