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TrackSimple Board of Directors<br />Data2.0<br />Managing the Modern Media Plan<br />
Today’s marketer has to deal with dozens of media sources.<br />In 2010 more than 55% of online <br />spend will not measu...
Modern Media Plan:  5 - 25 ad serving partners<br />
But, if data drives <br />results you need to:<br />collect<br />report<br />share<br />data & reports<br />
And you get data from:<br />systems we use every day<br />
from ad servers like these:<br />
and data from media plans including:<br />campaign metadata<br />account manager<br />sites & placements<br />creative det...
and from analytics engines:<br />
and from audience vendors:<br />
data is generated using:<br />tags & cookies<br />(as an industry, we are tag ‘happy’)<br />
finally your data ends up here:<br />
Ok, now you know<br />where it is...<br />
..but can you get it out?<br />Sure, just log into each vendor <br />and fetch it yourself.<br />Login screens...<br />
and when you get it, it looks like this.<br />
collect<br />report<br />share<br />Now you are done with Step 1<br />And it took you days.<br />
So, your whole joblife starts to look like this…<br />manually<br />login to each source <br />configure report<br />downl...
But wait, you aren’t done yet…<br />manually (cont.)<br />copy data and graphs to powerpoint  <br />write bullet points (p...
You live in a world we call<br />Data 1.0<br />siloed<br />manual<br />complicated<br />rear-view mirror<br />lose the ROI...
you are probably spending:<br />Monday & Tuesday<br />per client<br />Costing you time, money <br />and opportunity<br />
Ok, so what is <br />Data 2.0?<br />
Data 2.0 Principles<br />Open System: <br />Aggregate data from anywhere, in any format<br />Automated:  <br />Update your...
If you are trying to do this:<br />collect<br />report<br />share<br />And it’s taking you Monday & Tuesday...<br />TrackS...
Try Data2.0<br />… and get Tuesday Back<br />
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BOLO2010 Ingalls

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Data 2.0 Measuring the modern media plan

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Transcript of "BOLO2010 Ingalls"

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