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BOLO2010 Ingalls

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Data 2.0 Measuring the modern media plan

Data 2.0 Measuring the modern media plan

Published in: Business, Technology

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  • 1. TrackSimple Board of Directors
    Data2.0
    Managing the Modern Media Plan
  • 2. Today’s marketer has to deal with dozens of media sources.
    In 2010 more than 55% of online
    spend will not measure or optimized
    and potentially wasted.
    Source: eMarketer: http://www.emarketer.com/Report.aspx?code=emarketer_2000710
  • 3. Modern Media Plan: 5 - 25 ad serving partners
  • 4. But, if data drives
    results you need to:
    collect
    report
    share
    data & reports
  • 5. And you get data from:
    systems we use every day
  • 6. from ad servers like these:
  • 7. and data from media plans including:
    campaign metadata
    account manager
    sites & placements
    creative details
    negotiated CPM
    conversion data
  • 8. and from analytics engines:
  • 9. and from audience vendors:
  • 10. data is generated using:
    tags & cookies
    (as an industry, we are tag ‘happy’)
  • 11. finally your data ends up here:
  • 12. Ok, now you know
    where it is...
  • 13. ..but can you get it out?
    Sure, just log into each vendor
    and fetch it yourself.
    Login screens...
  • 14. and when you get it, it looks like this.
  • 15. collect
    report
    share
    Now you are done with Step 1
    And it took you days.
  • 16. So, your whole joblife starts to look like this…
    manually
    login to each source
    configure report
    download or email
    cut and paste into excel
    normalize names, group ads
    build pivot table
    create graphs
    decide guess where to spend more
  • 17. But wait, you aren’t done yet…
    manually (cont.)
    copy data and graphs to powerpoint
    write bullet points (positive spin)
    share with colleague
    Now Monday & Tuesday have passed
    schedule & present to client
    get sign off to take action
    Now it’s Thursday, get ready to start again Monday!
  • 18. You live in a world we call
    Data 1.0
    siloed
    manual
    complicated
    rear-view mirror
    lose the ROI of Now
  • 19. you are probably spending:
    Monday & Tuesday
    per client
    Costing you time, money
    and opportunity
  • 20. Ok, so what is
    Data 2.0?
  • 21. Data 2.0 Principles
    Open System:
    Aggregate data from anywhere, in any format
    Automated:
    Update your data every day
    Simple:
    Provide one place to see everything
    Predict
    Help you optimize & predict winners
    Extend:
    Plug into other programs via API’s
  • 22. If you are trying to do this:
    collect
    report
    share
    And it’s taking you Monday & Tuesday...
    TrackSimple Confidential
  • 23. Try Data2.0
    … and get Tuesday Back