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1 Programmatic in an Evolving B2B Industry Ana Villegas Marketing Director - Dell

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Page 1: Programmatic in an Evolving B2B Industry - DPRS, 5/13/15

Dell - Restricted - Confidential

1

Programmatic in an Evolving B2B Industry

Ana Villegas

Marketing Director - Dell

Page 2: Programmatic in an Evolving B2B Industry - DPRS, 5/13/15

Dell - Restricted - Confidential

2

The Why Behind Programmatic

Ø  Our Customers Ø  Products Ø  Purchase Cycle

Page 3: Programmatic in an Evolving B2B Industry - DPRS, 5/13/15

Dell - Restricted - Confidential

3

Embracing Programmatic

Assess Mix Test Core Metrics

Page 4: Programmatic in an Evolving B2B Industry - DPRS, 5/13/15

Dell - Restricted - Confidential

4

A Dell Case Study

Approach : Mix, Metrics, Launch +3X Engagement

+2X Page views

+30% lift Leads

Page 5: Programmatic in an Evolving B2B Industry - DPRS, 5/13/15

Dell - Restricted - Confidential

5

Lessons Learned

•  Start small

•  Assets + Inventory Access + Audience

•  KPIs

Page 6: Programmatic in an Evolving B2B Industry - DPRS, 5/13/15

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