Data-Driven Marketing Roadshow Adobe - March 25, 2014
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Data-Driven Marketing Roadshow Adobe - March 25, 2014

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Presentation by Adobe Audience Manager, Media Optimizer & Social - Benelux Samuel van Deth. Data-Driven Marketing Road Show at De Balie in Amsterdam, March 25 2014

Presentation by Adobe Audience Manager, Media Optimizer & Social - Benelux Samuel van Deth. Data-Driven Marketing Road Show at De Balie in Amsterdam, March 25 2014

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  • Hi, I am going to talk about DataManagment Platform or DMP.How many people already knows what a DMP is and where for it is used?Optimize Touch Points by Activating Audience Segments
  • Strong quote from Ariely, comparing Big Data to teenage sex, Can also easily be applied to DMP.Everybode starts talking about, nobody really knows how to do it, everyone thinks everyone else is doing it, so everyone is claiming they are doing it.The Big Difference with Big Date? A DMP actually puts Big Data into ActionThis really counts for the US, in Europe it is pretty new, but it is getting more and more traction here as well.
  • Encountered this one on my Linkedin timeline.Big data fatigue? Lets just call it data, and data needs to be managed to be actually used in marketing.I really like the actor by the way, perhaps it has something to do with his name.
  • Short intro about Adobe & myself.All probably know Adobe: Adobe has been around for a while. Through Photoshop and other creative solutions, there are not that much digital materials & advertising not touched by an Adobe product in the creation process.Adobe has been changing themself and currently not only consists out of a very strong Creative CloudBut also out of a strongly integrated Marketing Cloud with 6 main solutions: Analytics, Target, Social, Media Optimizer, Experience Manager & Campaign.And Shared serices like Audience Manager, the DataManagement Platform where I am going to tell something about today.At Adobe I am responsible for Social, Media Optimzer & Audience Manager
  • Adobe started over 5 year ago building this. The acquisition done associated with DMP was Demdex already back in 2011 an so also fully integrated with a rich ecosystem as with our own solutions.
  • As a result
  • I noticed there is still some confusing in Europe on what actually meant with a DMP as used in US.
  • Central Role: on left side data ingestion, right side touchpoins/channelsImprove Touch Points by Putting Data to Use in Client SegmentsMost companies still optimize per channel within a siloSome attribute results across channelsNot many actually look on a more granular level and optimize on audiences
  • 1. Central system2. Data > meaning audience segments3. Multiple purposes; not just advertising, not just site optimization
  • 1 Ingest different data sources, owned, shared & bought2 Sync data & build segments3 Realtime activation on touchpoints
  • Improve Touch Points by Putting Data to Use in Client SegmentsCombine data already existing and make it actionable
  • Translate signals into traitsBuild segments around traits, Optimize touch points for audiences
  • Create two segment Online Gadget Moms & In-MarketBased on traits generated from 1st, 2nd & 3rd party data &Frequency & recency data: for example 5 visits on Lifestyle category in the last 5 days
  • Adjust offering across channels
  • Real-time-bidding? / Retargeting?In a very short timeframe across multiple parties needs automatically a deal between brand a publisher and specific creative is loaded.By using Audience Manager you can actually combine the data from the publishers with your own analytics data.So for example websites on automative who have visitors which already visited my website and configured a Toyota Yaris.Big advantage: you don’t need a retargeting company, you deliver the data for retargeting, straight from your webanalytics.Next to that you can combine it with your CRM data. All without handing your data over to a company that lives on selling media or data.
  • Results?Strong lift in the number of test drivesStrong uplift in ROI on advertising
  • Unique - Both a publisher and an advertiser
  • Subscription database – traditional publications – current, renewalsSurvey database – brand survey, email and physical mail, 500k responses in the CRM database – aligned with their advertiser brandsWhy is CN so different – there are very few companies doing this!Site Data:Site visitsContent engagementArticlesVideo viewsQuiz respondentLifestyle indicatorsSubscription DataSurvey DataBrand AffinityPurchase BehaviorMarital Status,Occupation,Lifestyle declaration
  • Aggregating all the data points and here are the types of profiles that can be created
  • Results?Sold way more advertising at an average higher CPM with a stronger effectiveness for their advertisers.Substanitally upsold their subscriptions
  • Improve Touch Points by Putting Data to Use in Client Segments

Data-Driven Marketing Roadshow Adobe - March 25, 2014 Data-Driven Marketing Roadshow Adobe - March 25, 2014 Presentation Transcript

  • Introduction to DMP Optimize Touch Points by Putting Data to Use in Audience Segments Samuel van Deth | Audiences, Media & Social @ Adobe Benelux 3
  • Dan Ariely, Behavioral Economics Professor at Duke University 4 Big Data DMP is like teenage sex: everyone talks about it, nobody really knows how to do it, everyone thinks everyone else is doing it, so everyone claims they are doing it...
  • I dare you
  • Adobe: Changing the World Through Digital Experiences 6 Adobe Creative Cloud Products: Photoshop, Lightroom, Illustrator, InDesign, Digital Publishing Suite, Muse, Acrobat XI Pro, Flash Pro, Flash Builder, Dreamweaver, Fireworks, Premiere Pro, After Effects, Audition, SpeedGrade, Pr elude, Encore, Bridge, Media Encoder Adobe Creative Cloud Services: Device and PC Sync, Cloud Storage, Business Catalyst, PhoneGap Build, Typekit, Story Plus Dynamic Tag Manager Mobile Services Audience Manager Digital Asset Manager Shared Services: Adobe® Analytics Adobe® Target Adobe® Social Adobe® Media Optimizer Adobe® Experience Manager Adobe® Campaign
  • Major Digital Marketing Acquisitions 7 2009 2010 2011 2012 2013 DAY CQ Q3, 2010 • Web Experience Management • Content Management • Personalization AUDITUDE Q4, 2011 Video Advertising Monetization & Management OMNITURE Q3, 2009 • Site Analytics • Multi-Channel Analytics • Content Optimization EFFICIENT FRONTIER Q1, 2012 Search, Display, and Social Advertising Management and Optimization DEMDEX Q1, 2011 Audience Management NEOLANE Q3, 2013 Campaign Management SATELLITE Q3, 2013 Tag Management
  • Adobe named leader in Data Management Platform 8 “Adobe Audience Manager (AAM) leads the pack with a strong current offering and a well-defined strategy”
  • Data Management Platform (DMP) 9 1. What is it (not)? 2. What does it do? a) An Advertising Case b) A Publisher Case 3. Takeaway: What to think about when considering? Agenda
  • eMarketeer: “Central Role in Advertising” 10 Channel optimization Audience optimization
  • DMP: What is it? 11
  • DMP: What it is not?• BI tool/Big Data Platform: DMP is not about data storage • CRM or Direct (e)Mail Tool: no PII data (only anonymized CRM data) combined with other data sources • DSP or Adserver: DMP doesn’t bid on advertising or stores ad’s • Analytics: DMP is about putting data to action, not analysis (allthough it has reporting capabilities) 12
  • 3rd Party epsilon Experian V12 group BlueKai LiveRamp TARGUSinfo Datalogix Exelate AddThis janrain bizo Alliant IXI Acxiom Quantcast 1st Party 2nd Party Display Search Social Video EmailSite Mobile Data Audience Segment Delivery /Analysis Data Ingestion Data Sync / Segmentation Audience Segment Standardization DMP: What does it do? 13 Analytics Data CRM Data Partner Data ADOBE EXPERIENCE MANAGER ADOBE TARGET ADOBE MEDIA OPTIMIZER ADOBE SOCIAL ADOBE AUDITUDE ADOBE CAMPAIGN ADOBE ANALYTICS CRM
  • Connect External Partners Forecasting Social Graph Cross Device DSPs Video Attribution Ad Servers Inventory Sources 3rd Party Providers 14
  • 15 Environment Variables Country of origin Time zone Device type Operating system Browser type Screen resolution Temporal Variables Day of week Recency Frequency Referrer Variables Referring domain Campaign ID Affiliate PPC Direct Social graph/login Offline Variables CRM Loyalty Call center 3rd-party data Online Behavior Variables Customer / Prospect New/return visitor Time on site Pathing Previous product interests Video engagement Searches Previous online purchases Category affinity Display ad engagement Audience Manager – Profile Extension
  • 16 Signals Credit Score 780 Traits Segments High Value Customers – Algo 80% Alike - Look-a-like Segment Based On Converter Audience Form Abandoners - Heavy site usage last 7 days - No customer history Click here Enter ZIP Sign in
  • 17 Ingest Manage Partner Data 1st Party 2nd Party 3rd Party epsilon Experian V12 group BlueKai LiveRamp TARGUSinfo Datalogix Exelate AddThis janrain bizo Alliant IXI Acxiom Quantcast ADOBE ANALYTICS CRM ADOBE EXPERIENCE MANAGER ADOBE TARGET 0 25% 50% 75% 100% Omni-Channel Marital Status Gender Job Function Pages Consumed Age In-Store Purchase HH Income Site Process Presence of Children Travel Type Lifestyle Video Engagement Credit Card Usage MALE FEMALE NO YES BEGINNING MIDDLE END EXECUTIVE MARKETING SALES 1-5 6-10 10+ 18-34 35-55 55+ YES NO >$50K >$100K<$50K $1-5K >$10K+<$1K MARRIED SINGLE YES NO OUTDOOR FOODIE TECHIE Business Leisure Online Gadget Moms (1.5M Uniques) Last 7 Day’s In-Market Outdoor Males (2.4M Uniques) Last 7 Day’s Site Mobile Display Video Email
  • Manage Dynamic Creative 18 AD SITE Call to Action 1 Image 1 20% Off Hero 1 Image 2 10% Off Call to Action 2 Hero 2 Ingest Partner Data 1st Party 2nd Party 3rd Party epsilon Experian V12 group BlueKai LiveRamp TARGUSinfo Datalogix Exelate AddThis janrain bizo Alliant IXI Acxiom Quantcast 0 25% 50% 75% 100% Marital Status Gender Job Function Pages Consumed Age In-Store Purchase HH Income Site Process Presence of Children Travel Type Lifestyle Video Engagement Credit Card Usage MALE FEMALE NO YES BEGINNING MIDDLE END EXECUTIVE MARKETING SALES 1-5 6-10 10+ 18-34 35-55 55+ YES NO >$50K >$100K<$50K $1-5K >$10K+<$1K MARRIED SINGLE YES NO OUTDOOR FOODIE TECHIE Business Leisure Online Gadget Moms (1.5M Uniques) Last 7 Day’s In-Market Outdoor Males (2.4M Uniques) Last 7 Day’s ADOBE ANALYTICS CRM ADOBE EXPERIENCE MANAGER ADOBE TARGET
  • An Advertising Case 19 MEDIA AGENCIES/ TRADE DESK MEDIA/ PUBLISHER DSPs ADEXCHANGE BRANDS/ ADVERTISERS ADS/ CAMPAIGNS SSPs Adobe Audience Manager Audience Manager brings data dimension to real time media buying A real time process executed in ~ 0.4 s
  • 1st Party Data (Toyota Analytics) CRM Data (Toyota CRM Data Base) 3rd Party Data (Data Providers) How to reach look-alike population ? 20 Adobe Audience Manager Publicis Trading Desk Connect all data and feed Audience Manager with A. Web Analytics B. Toyota CRM Database C.3rd Party Data Provider D.Campaign performance (traits and segments) Ingest all data then score and segment users Create look alike modeling by identifying users with same behavior than the ones who asked for a test drive Create Test Drive Segment Populate segments to DSPs and AdServers in order to reach the right audience Example : Test Drive look-alike segment 3 1 2
  • A Publisher Case 21 Implementing a segmentation strategy using a variety of data sources to both execute on acquisition initiatives and deliver audience targeted content and advertising.
  • 1. Ingest Data Sources & Match 22 • Offline Subscription Database • Offline Preferred Subscriber • Network Survey Respondent data • Site Analytics • 3rd Party Demographics and Interest DATA MATCH
  • 2. Manage Unified Segments 23  Condé Nast Audience by Design Segments  Subscription Lifecycle (Current, Past, Renewal)  Editorial Personalization Profiles  Social Share Data  Demographic Segmentation  Any combination of the above DRIVES A LEXUS WEARS L’OREAL OWNS BOTTEGA VENETA VISITS ALLURE.COM /SKIN WEEKLY SUBSCRIBES TO GLAMOUR A PEER LEADER FOR BEAUTY PRODUCTS
  • 3. Activation 24  Audience-Targeted Digital Advertising Campaigns via DFP  Subscription Offer Testing via Adobe Target  Editorial Content Personalization Through Adobe Experience Manager  Targeting E-Mail Marketing Campaigns (Cross-Sell / Up-Sell of Subscription Titles)
  • Technology: Across touchpoints, robust algorithms and data modeling technology? First Party Data first: Experience with CRM & offline data onboarding? Optimized for whom? Core to sell you more media/data or to optimize your sales? Security & legal: My data secure & solution compliant? Future: Prepared for: Cross Device? All my Touch Points? Company stable? Partners: Which partners can me help become succesfull? 25 6 Takeaways for researching DMP’s
  • 26 @samuelvandeth vandeth@adobe.com More?
  • http://summit.adobe.com/emea