Your SlideShare is downloading. ×
Digitas at DES: Making Offline Data Perform
Digitas at DES: Making Offline Data Perform
Digitas at DES: Making Offline Data Perform
Digitas at DES: Making Offline Data Perform
Digitas at DES: Making Offline Data Perform
Digitas at DES: Making Offline Data Perform
Digitas at DES: Making Offline Data Perform
Digitas at DES: Making Offline Data Perform
Digitas at DES: Making Offline Data Perform
Digitas at DES: Making Offline Data Perform
Digitas at DES: Making Offline Data Perform
Digitas at DES: Making Offline Data Perform
Digitas at DES: Making Offline Data Perform
Digitas at DES: Making Offline Data Perform
Digitas at DES: Making Offline Data Perform
Digitas at DES: Making Offline Data Perform
Digitas at DES: Making Offline Data Perform
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Digitas at DES: Making Offline Data Perform

315

Published on

Published in: Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
315
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
10
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. MAKING OFFLINE DATA PERFORM SUBU DESARAJU VP/Group Director, Strategy
  • 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. 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. JET FUEL FOR PROGRAMMATIC MEDIA 01 ACTIONABLE 02 FREE 03EFFICIENT FIRST PARTY DATA
  • 5. Actionable01 Free02 Efficient03 MYTH VS. REALITY FIRST PARTY DATA Offline data ? ? ? Online data
  • 6. TO USING OFFLINE DATA IN PROGRAMMATIC3 STEPS AGGREGATE Cleanse Connect ACTIVATE Match Select SERVE Bid Find
  • 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. • Mine Data • Model Audiences • Maximize Find Rate • Persist Data • Project Offline Attributes • Attribute, Eliminate & Iterate OFFLINE DATA EFFICIENCY LEVERS YIELD COSTS
  • 9. Share of Market Conquest/Penetrate Retain MARKET/BRANDSTRENGTH Maintain Color = Market, Size of Bubble = Size of Market MINE DATA
  • 10. MODEL AUDIENCES Lifetime Value PropensityReachability V ά 1/PV ά 1/R R ά P V R P
  • 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. 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. 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. 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. 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. Q&A
  • 17. 355 Park Avenue South New York, NY 10010 USA

×