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Changing Dynamics Without Dynamic Changes and Other Misses in the Programmatic Model
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Changing Dynamics Without Dynamic Changes and Other Misses in the Programmatic Model

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The programmatic industry is still discovering the increasing capabilities of data from a development standpoint. Realistically, customers can be sub-segmented into those who are already loyal, those …

The programmatic industry is still discovering the increasing capabilities of data from a development standpoint. Realistically, customers can be sub-segmented into those who are already loyal, those who are lapsed, whether they are men or women, own pets, etc. However, the approach to data as of now is often siloed, rather than efficient in matching messaging to those particular sub-segments. And the measures of success often don’t match the real KPIs. Christine Peterson of MRY will discuss what needs to change and the importance of including the creative and analytics team in the programmatic process to develop a way to produce all possible variations based on one big idea to consumers, and prove results.

Published in: Marketing, Business, Technology

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Transcript

  • 1. Changing Dynamics without Dynamic Changes
  • 2. Why do we care what she says anyway? Christine Peterson // Group Media Director // MRY
  • 3. First the Good…
  • 4. THE KEY PLAYERS DON’T WORK TOGETHER
  • 5. Programmatic Specialists Analytics Programmatic Model for Success
  • 6. Role: The Strategic Planner 1. Use the same data sets to define 2. Think in terms of micro sub-segments 3. Prioritize the desired actions of each individual
  • 7. Role: The Analyst 1. Involvement from Day 1 2. Design end metrics with technology partners 3. Define the end business value of each priority segment
  • 8. Role: The Technology/Data Provider 1. Custom designed solutions for each category/project 2. Innovation with Analytics 3. Upstream definition collaboration
  • 9. Role: The Creative Team 1. Shift from big ideas to content elements 2. Craft if/then scenarios 3. Collaboration with dynamic technology
  • 10. Role: The Media Team 1. Integrated planning collaboration 2. Ecosystem thought process 3. Optimization across marketing efforts
  • 11. Role: The Programmatic Specialist 1. Orchestrate planning process 2. Execute with brilliance 3. Be the Superhero
  • 12. Programmatic Buying Success… NAILED IT.
  • 13. THANK YOU!