what is data-driven marketing? - annalect · what is data-driven marketing? changing activation...
TRANSCRIPT
Understanding and organising
data signals from all
touchpoints
WHAT IS DATA-DRIVEN MARKET ING?
Changing activation
based on the behaviours of
recipients
Becoming a more
responsive customer
focused brand
WHY IS IT IMPORTANT?
Source: ‘The State of Data-Driven Marketing in Finland 2016’ – Annalect study
93% OF FINNISH BUSINESS DIRECTORS
SEE DATA-DRIVEN MARKETING AS
CRUCIAL TO THE SUCCESS OF THEIR
COMPANY
FOR B2B COMPANIES, DATA-DRIVEN
MARKETING IS KEY TO DRIVING SALES, WHILE B2C COMPANIES SEE THIS AS CRUCIAL FOR
RETENTION
Regional “Centres of Excellence”
alongside agency embedded
experts
1200employees
globally N AOffices
M E N AOffices
E M E AOffices
A P A COffices
OUR APPROACH TO DATA-DRIVEN MARKET ING – A GLOBAL FOCUS It’s our people that make the difference
OVER 40 PEOPLE IN F INLAND
DATA & TECHNOLOGY
STRATEGY
MARKETING SCIENCE R&D
DATA ARCHITECTURE
DATA VISUALISATION
RESEARCH & CONSUMER
INSIGHTS
—
To unleash the power of data through technology and analytics to give clients competitiveadvantage and drive business results
OUR MISS ION—
THE WORLDS OF CRM AND MEDIA CAN NOW BE COMBINED
I D E N T I T YWho are they and
what are they doing?
E N R I C H M E N TWhat other data
sources do we have?
A C T I V A T I O NHow can we use
technology to scale?
D E L I V E R YActivating a learning loop
D A T A
T E C H N O L O G Y
A N A L Y T I C S
A C T I V A T I O NConstruct the best technology infrastructure to access the data
Identify the most valuable data sets
Audience, Message and Placement Work
together
Find the most valuable insights
TH I S REQUIRES A RIGOROUSAND OBJECT IVE APPROACH
NOT ALL DATA IS CREATED EQUAL
1 ST P A R T Y D A T A is data that is owned by the client such as:
2 N D P A R T Y D A T A is data from strategic partners that have agreed to share their 1st Party Data:
3 R D P A R T Y D A T A is data from other providers that can be used to profile 1st
Party Data, e.g.:
SCALE
VALUE
B U S I N E S S G O A L &
C H A L L E N G E
D A T A T O D E F I N E T H E A U D I E N C E
I N S I G H TS T R A T E G Y / T
A C T I C S
A D D R E S S A B L E A C T I V A T I O N
N O N -A D D R E S S A B L E M A S S R E A C H
C H A N N E L S
O P T I M I S A T I O N
OUR APPROACH TO DATA-DRIVEN MARKET ING
C R A W L / O P E R A T I O N S
R E P O R T I N G C R M F O C U S E D M E D I A F O C U S E D
BE CLEAR ON YOUR DEF INIT ION OF WHAT A DMP IS FOR YOUR BUSINESS
C R A W L / O P E R A T I O N S
T E C H N O L O G Y€ € €
S E T U P€ €
U S A G E€
DON’T FORGET TO BUDGET FOR SET UP AND USAGE
A U D I E N C E D E F I N I T I O N
D A T A S O U R C E
START THINKING ABOUT HOW YOU DEFINE AUDIENCES ACROSS YOUR BUSINESS
C R A W L / U S E C A S E S
Is the Audience defined using data collected via 1st, 2nd or 3rd parties?
What attribute(s) are you using to define your audience?
WALK
LOOKING AT DMPsUSING 3RD PARTYDATAPROGRAMMATIC DEPLOYEDTAGGING IN PLACESOME REAL-TIME OPTIMISATIONSOME AUDIENCEANALYTICS
W A L K / O P E R A T I O N S
SET UP A DATA/TECH COUNCIL TO MANAGE MULT IPLE STAKEHOLDERS
ü Marketing• CRM• eCommerce• Brand
ü ITü Legalü Corporate Governanceü Procurement
ü Media Agency• Strategy• Planning• Buying• Ad Ops
ü CRM Agency
ü Creative Agency
DATA/TECH COUNCIL
E X T E R N A LI N T E R N A L
Buyers vs browsersOrganic vs paid visitors
Pre vs post ATL campaign
Smarter re-targetingKey segments
identified in profiling
Different bid strategies for different audiences
Frequency capping
W A L K / U S E C A S E S
A U D I E N C E P R O F I L I N G
A U D I E N C E S E G M E N T A T I O N
A U D I E N C E A C T I V A T I O N
DON’T MAKE YOUR AUDIENCES TOO GRANULAR
100% 100% 90% 90% 73%90%
Ad Server DMP DSPSite Analytics
Understanding sync rates and data leakage
W A L K / U S E C A S E S
RUN
DMP IN PLACE1ST PARTYDATA AVAILABLECRM INTEGRATIONMULTI-PLATFORM PROGRAMMATICONLINE ATTRIBUTIONCUSTOM AUDIENCESSEGMENTATIONDEDICATED ANALYTICS FUNCTION
BRINGING YOUR CRM DATA AND SEGMENTS INTO THE DMP
J O N . G H A Z I @ A N N A L E C T . C O M C O O K I E A 1 2 3 4 D G J H O 4 5 6
D M P = A N O N Y M O U S D A T A ( C O O K I E S / D E V I C E I D S )
C R M = P E R S O N A L I N F O R M A T I O N
R U N / U S E C A S E S
CRM ON-BOARDING T H E R E A R E 3 M A I N W A Y S T O D O T H I S :
R U N / T E C H N O L O G Y
Append DMP / DSP tracking into your CRM
emails
Match known individuals to cookies when a user identifies themselves on the client site (e.g. when
they log in to the site)
Work with a 3rd party on-boarding partner (e.g.
LiveRamp, Experian etc) Working with an on-boarding
partner can be expensive, and match rates are
typically quite low (c.20-35%)
SPRINT
INTEROPERABLEDATASETS1:1 PERSONALISATIONX-PLATFORM FREQUENCYCUSTOM AUDIENCESCROSS-CHANNEL ATTRIBUTIONPREDICTIVE ANALYTICSDEDICATED DATA ANALYTICSRESOURCES
OUR OWN JOURNEY TO ENABLE DATA-DRIVEN MARKET ING
Limitations of working with just one single DMP
Explosion of data and marketing technology and limitation of
databases to handle the velocity and variety of data
4 years ago
Global partnership with Neustar
Today
Multi DMP model allowing us to work with the best providers in each market
Tomorrow
Open cloud environment, pooling a range of data sources and allowing interoperability across a range
of technologies and walled gardens
Open, scalable data
environment
Ingests a wide variety of granular,
log-level data sources
Matches these data sources at
the user-level(ID
management)
Powers the creation of
bespoke behavioural
segments
Built for Interoperability
Powers our segmentation
and predictive modelling
work
WHAT DOES THE AGILE
DATA PLATFORM
DO?Underpins advanced
attribution models to close the
measurement loop
CR E A T E S A COMMON I D E N T I T Y A N D
E N V I R ON ME N T T O L I N K A LL D A T A -
D R I V E N MA R K E T I N G
M O V E F R O M B L A C K - B O X , 3 R D P A R T Y D A T A S E G M E N T S T O H I G H Q U A L I T Y ,
B E S P O K E S E G M E N T S B A S E D O N B E H A V I O U R S A N D A T T I T U D E S
ENABLING NEW & POWERFUL CAPABIL IT IES
M O V E B E Y O N D S I L O E D , I N C O N S I S T E N T D A T A A N D
A N A L Y T I C A L P R O C E S S E S T O A C O M M O N , S C A L A B L E
E N V I R O N M E N T
M O V E B E Y O N D I N C O M P L E T E I D S T O A C O M M O N I D U N I F Y I N G
D I F F E R E N T S O U R C E S , A L L O W I N G C A M P A I G N S T O B E T R A C K E D C O N S I S T E N T L Y T H R O U G H O U T
N O B L A C K B O X E S , N O H I D D E N A L G O R I T H M S
• Proprietary analytical processes• Full visibility to clients • Access to methodology & code • Transparent segment creation• Open evolution of products & processes
overtime
N O C O N F L I C T S O F I N T E R E S T
• No data ownership conflicts• Freedom to work with any data partner• Interoperable approach to data and
technology• Solutions built for client need• Test & learn culture
FULL DATA TRANSPARENCY IS V ITAL
5 THINGS TO REMEMBER
But if you’re planning to get a DMP, don’t
skip the scoping stages
We help clients unleash the power of data
through technology and analytics to generate
competitive advantage and drive business results
Not all data is created equal
A DMP can help you understand
more about your customers and
improve marketing efficiency
Full transparency from your partners
is vital for a successful data-driven strategy
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