MAKING OFFLINE DATA PERFORM
SUBU DESARAJU
VP/Group Director, Strategy
‘DATAPHORIA’
The driver behind the Publicis-Omnicom
merger: Marketers increasingly rely on
data
Old-School Ad Execs Sweat ...
CONSUMER DECISION JOURNEY
ACTIVE
EVALUATION
INITIAL
CONSIDERATION
POST-PURCHASE
EXPERIENCE
CLOSURE/
PURCHASE
Intent
Touch ...
JET FUEL FOR PROGRAMMATIC MEDIA
01
ACTIONABLE
02
FREE
03EFFICIENT
FIRST PARTY DATA
Actionable01
Free02
Efficient03
MYTH VS. REALITY
FIRST PARTY DATA
Offline data
?
?
?
Online data
TO USING OFFLINE DATA IN PROGRAMMATIC3 STEPS
AGGREGATE
Cleanse
Connect
ACTIVATE
Match
Select
SERVE
Bid
Find
AGGREGATION
AUDIENCE
ACTIVATION
SERVE
150-200% higher
eCPM
OFFLINE DATA ONLINE DATA
OFFLINE DATA EFFICIENCY LEAKS
Offline ...
• Mine Data
• Model Audiences
• Maximize Find
Rate
• Persist Data
• Project Offline
Attributes
• Attribute, Eliminate
& It...
Share of Market
Conquest/Penetrate Retain
MARKET/BRANDSTRENGTH
Maintain
Color = Market, Size of Bubble = Size of Market
MI...
MODEL AUDIENCES
Lifetime Value
PropensityReachability
V ά 1/PV ά 1/R
R ά P
V
R P
DSP/s
Test DSPs
DMP
Ramp
Cookie Pool
Match Providers
Cascade/Utilize Cookie
Match Vendors
20-25%
MAXIMIZE MATCH & FIND RAT...
PERSIST & REUSE DATA
DATA MANAGEMENT PLATFORM
CPGA
Cookies(MM)
$-
$500
$1,000
$1,500
$2,000
$2,500
$3,000
0
2
4
6
8
10
12
...
ONLINE ATTRIBUTES
• Behavioral
• Sites visited
• Interests
• Purchase Intent
• Shopping categories
• Location
PROJECT OFFL...
Attribute both online and
offline conversions
Understand the full picture –
Over 5 X offline/retail
conversions attributab...
RESULTS
Realized a 150% improvement in
yield;
Reduced CPA by 60%
200 M Offline Prospect
& Customer Records
Modeled records...
Q&A
355 Park Avenue South
New York, NY 10010 USA
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Digitas at DES: Making Offline Data Perform

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Digitas at DES: Making Offline Data Perform

  1. 1. MAKING OFFLINE DATA PERFORM SUBU DESARAJU VP/Group Director, Strategy
  2. 2. ‘DATAPHORIA’ The driver behind the Publicis-Omnicom merger: Marketers increasingly rely on data Old-School Ad Execs Sweat as Data Geeks Flex Muscle New Ways Marketers Are Manipulating Data to Influence You Ogilvy Chief Data Officer Role May Be Sign of Things to Come
  3. 3. CONSUMER DECISION JOURNEY ACTIVE EVALUATION INITIAL CONSIDERATION POST-PURCHASE EXPERIENCE CLOSURE/ PURCHASE Intent Touch Points Location Channels Sources of Influence THE PROMISE OF DATA
  4. 4. JET FUEL FOR PROGRAMMATIC MEDIA 01 ACTIONABLE 02 FREE 03EFFICIENT FIRST PARTY DATA
  5. 5. Actionable01 Free02 Efficient03 MYTH VS. REALITY FIRST PARTY DATA Offline data ? ? ? Online data
  6. 6. TO USING OFFLINE DATA IN PROGRAMMATIC3 STEPS AGGREGATE Cleanse Connect ACTIVATE Match Select SERVE Bid Find
  7. 7. AGGREGATION AUDIENCE ACTIVATION SERVE 150-200% higher eCPM OFFLINE DATA ONLINE DATA OFFLINE DATA EFFICIENCY LEAKS Offline data yield needs to be significantly higher to compensate for higher costs
  8. 8. • Mine Data • Model Audiences • Maximize Find Rate • Persist Data • Project Offline Attributes • Attribute, Eliminate & Iterate OFFLINE DATA EFFICIENCY LEVERS YIELD COSTS
  9. 9. Share of Market Conquest/Penetrate Retain MARKET/BRANDSTRENGTH Maintain Color = Market, Size of Bubble = Size of Market MINE DATA
  10. 10. MODEL AUDIENCES Lifetime Value PropensityReachability V ά 1/PV ά 1/R R ά P V R P
  11. 11. DSP/s Test DSPs DMP Ramp Cookie Pool Match Providers Cascade/Utilize Cookie Match Vendors 20-25% MAXIMIZE MATCH & FIND RATES Prospect CRM
  12. 12. PERSIST & REUSE DATA DATA MANAGEMENT PLATFORM CPGA Cookies(MM) $- $500 $1,000 $1,500 $2,000 $2,500 $3,000 0 2 4 6 8 10 12 Cookie Pool Growth (Mn) CPA By Week
  13. 13. ONLINE ATTRIBUTES • Behavioral • Sites visited • Interests • Purchase Intent • Shopping categories • Location PROJECT OFFLINE ATTRIBUTES OFFLINE ATTRIBUTES • Transactional • Recency • Frequency • Lifetime Value • Demographic • Income • Psychographic • Lifestyle Audience Universe Offline Audience
  14. 14. Attribute both online and offline conversions Understand the full picture – Over 5 X offline/retail conversions attributable to digital campaigns Analyze responder/converter segments Eliminate underperforming audiences ATTRIBUTE, ELIMINAT E & ITERATE
  15. 15. RESULTS Realized a 150% improvement in yield; Reduced CPA by 60% 200 M Offline Prospect & Customer Records Modeled records for conversion propensity Matched high propensity prospects to 15M ONLINE COOKIES Optimized reach, frequency and overlap across 100’s of media partners MATCHED BACK TO RETAIL SALES Created, extended custom audience segments through First Party and Third Party Data Served 200 MM Impressions over 3 months across Display, Social media INTEGRATED OFFLINE AND ONLINE MARKETING
  16. 16. Q&A
  17. 17. 355 Park Avenue South New York, NY 10010 USA

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