Dax Hamman @daxhamman Thank you for joining us! Tweet us your thoughts to @daxhamman or @chango with hashtag #iabcanada!

Brand /brand/!

Verb!Mark permanently with a hot iron.

Noun!1. Explicit or implicit promise to deliver a valuable, differentiated, authentic and consistent experience

Data clues: Search Company website Behavioral CRM Contextual Social Behavioral Affinity

Source: Inspired from Forrester Research ‘A more complex sales funnel’

NEW!

For whites and

special care

Organic

2x cleaning power

NEW!

For whites and

special care

Organic

2x cleaning power

Use data (hopefully knowledge) to reach Audience

Identify!Target !Engage!Measure!

Specific audiences!Psychographic segments!

Responders!Loyalists!

Measuring how ads lead consumers to actually try and buy products!

Marc Pritchard, Global Brand Officer, P&G!

We’re using more and more data to understand who our consumer is, and more importantly, find the right moment and right message to reach her for our brands. It’s hard to find those moments!!

Erica Lamoreaux, The Clorox Company!

Better targeting cross-device!

Improved performance!

Data and insights about target

market!

Cost efficiencies!

Source: Chango programmatic pulse, November 2014

We need to focus on understanding the unique customer experiences that move consumers through the customer lifecycle.! Amy Michaels, T-Mobile!

Affinity Moment

CUSTOMER JOURNEY Engagement/ Conversion!

Shopping for prom dresses

Reads Hunger Games blogs

Fast food consumer

Ad Opportunity

You don’t want to start communicating with them once they show interest in Vegas, but instead start that conversation early on so you are top of their mind when they begin planning for their trip.!Robyn Phelan, Palms Casino Resort!

NIKE “Phenomenal Shot”: Remixing unforgettable moments in real time

Source: Google

Programmatic can be more effective at STORYTELLING!

Test and learn!Map (literally) the consumer journey!

Target specific affinities at scale!

Evolve story with message sequencing!

Marketers now understand that the value of an interaction is far greater

than the value of an impression.!Amy Michaels, T-Mobile!

Programmatic can be used to measure engagement!

Leverage CRM lists to find more consumers that look like loyalists!

Identify and score customer touch-points deemed successes!

Use attribution (statistical market tests; physical-world attribution)!

Technology stack – unifying channels, attribution, analysis!

Understanding the customer – segments vs personas !

Reconciling creative and programmatic inventory

Mobile to In-store attribution

Programmatic everywhere

Native mobile units

If a shortcut was easy,

it would just be the way!