Connected marketing is an evolution Connected Coordinated eBusiness Marketing Marketing 3.0 Value to the Business Channel Transactional Integrated Optimizers Marketing Marketing 2.0 Brochureware Consistency Digital 1.0 Marketing “Experiences” Value to the Audience
Which moments are worth owning? Exploring Point of Sale Use of Product Advocacy/WOM First Second ThirdAdvertisin Moment Moment Moment g of Truth of Truth of Truth The online The 3-7 seconds When you What you say to decision-making when you are experience others about the moment(s) staring at the the product product products on the shelf Jim Lecinski,, A.G. Lafley, A.G. Lafley, Pete Blackshaw, Google P&G P&G Nestle
Looking ‘inside’ a moment Where is the moment being experienced? Who is experiencing the moment and who is providing it? What is the ‘stuff’ being offered up? What intelligence is used to tailor the moment, and what data is gathered? How is this connected to other moments in the audience’s experience?
Audience profiling in real timeStyle & Fashion -> Clothing & Accessories -> Accessories -> JewelryStyle & Fashion -> Clothing & Accessories -> Clothing -> Vintage ClothingNews & Media -> Fashion MagazinesStyle & Fashion -> Fashion -> Fashion NewsStyle & Fashion -> Clothing & Accessories -> Accessories -> Jewelry (I.S.=3.75)Style & Fashion -> Clothing & Accessories -> Clothing -> Vintage Clothing (I.S.=2.83)Arts & Entertainment -> Recreation -> City Guides -> Los Angeles (I.S.=5.4)TargusInfo: Female; Exelate: Age 30-35, Travel Enthusiast;Bizo: Senior Executive, Business TravelerHigh Net WorthElle Subscriber – expires 2012/3/31Fashion AddictRenewal Ready
Audience data provides benefits to the marketer Audience Reach Audience Analytics (Brand Focus) (Attribution) Anne Status: ? Status: Frequent Visitor Performance Data Alliances Age: ? Age: 21-38, HHI: $100K+ (Direct Response) (Cooperative) Lifestyle: ? Lifestyle: Mover & Shaker Life Stage: ? Life Stage: Expected Mom DMA: ? DMA: New York Intent:? Intent: Auto, Luxury Travel• Securely collects, integrates, and analyzes the entire data portfolio• Models data into custom audience segments• Segments that are actionable in real time
We provide an extremely flexible platform Integrated Data Portfolio Marketing Platforms Website Data • Ad Servers • Inventory/Yield Optimizers • Content Management Mobile Data • Site Personalization • Creative Optimization Digital Data • Ad Networks/DSPs e.g. Email, Search • Mobile Networks • Ad Exchanges/SSPs • Data warehouses Offline Data e.g. CRM, POS Analytic & Insight Data Monetization Social & Life Data • Data Exchange e.g. Registration, etc. • Private Exchanges 3rd Party Data Sales Marketing Ops