Getting Personal with Data - Peter Randazzo - iCrossing
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Getting Personal with Data - Peter Randazzo - iCrossing

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Peter Randazzo (@raz2raz), iCrossing’s chief technology officer, presented “Getting Personal with Data,” on Tuesday, March 20 at 12:10 pm EST in the Expo Hall Theater. The session explored how new......

Peter Randazzo (@raz2raz), iCrossing’s chief technology officer, presented “Getting Personal with Data,” on Tuesday, March 20 at 12:10 pm EST in the Expo Hall Theater. The session explored how new technologies like data management platforms (DMPs) are transforming the way that interactive marketers apply audience data to their marketing efforts. This topic of data-driven marketing is particularly relevant for iCrossing, as it recently announced the acquisition of Red Aril, a leading DMP company.

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  • 1. Getting Personal With DataThe revolutionary evolution of data managementPeter RandazzoChief Technology Officer, iCrossingpeter.randazzo@icrossing.com New York | March 19–23
  • 2. New York | March 19–23, 2012 | #sesnyWe have entered the “Age of the Customer” Your logo here
  • 3. New York | March 19–23, 2012 | #sesnyThe DMP is at the heart of this evolution
  • 4. New York | March 19–23, 2012 | #sesny…from noise, push, and chaos
  • 5. New York | March 19–23, 2012 | #sesny…to signal, engagement, and coordination • Demographic Markers • Psychographic Markers • Media Exposures • Search History • Site Behavior • Social Graph Audiences Context • Competitors • Brands • Devices • Channels Content • Socio-economics • Media • Categories • Semantics • Lifespan • User Generated
  • 6. New York | March 19–23, 2012 | #sesnyConnected experiences in this new “Age” demand • Actionable audience insight • Cross-channel relevance and value • Optimizing audiences over optimizing conversions alone • Respectful engagement • All the above in real time
  • 7. New York | March 19–23, 2012 | #sesnyLet’s be clear on what we mean by audience An “audience” Search Impressions Behavior http://google.com http://doubleclick.com Website Purchases Social Visits http://amazon.com Graph http://esquire.com http://facebook.com
  • 8. New York | March 19–23, 2012 | #sesny… and why 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
  • 9. New York | March 19–23, 2012 | #sesny…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
  • 10. New York | March 19–23, 2012 | #sesnyThe DMP has risen to meet this demand Source: Forrester Research, Inc. Source: Forrester Research, Inc.
  • 11. New York | March 19–23, 2012 | #sesny…and create an ecosystem around each customer
  • 12. New York | March 19–23, 2012 | #sesnyImportant capabilities for a true DMP • Universal view of customer • Data source and purpose agnostic • Secure use of 1st, 2nd, and 3rd party data sources • Real time segment building and use • Data portability • Self service capability • Reciprocal integration with channels
  • 13. New York | March 19–23, 2012 | #sesnyImportant things to consider when choosing a DMP • Data security • Data ownership • Audience data leakage • Privacy • Vested interests
  • 14. New York | March 19–23, 2012 | #sesnyWho is watching your audience? Source: Collusion , A Firefox Plugin.
  • 15. New York | March 19–23, 2012 | #sesnyWho shares your audience? Hearst NA Properties + Faux Client
  • 16. New York | March 19–23, 2012 | #sesnyConnected marketing is evolving its perspective
  • 17. New York | March 19–23, 2012 | #sesny…to create something new The First Integrated Brand Platform For the digital age Social campaigns Facebook SEO Twitter Social campaigns Youtube data Spot cable TV buying Intent data 3rd Device data partyLook-a-likes data Direct marketing Call center systems Attribution modeling Brand Standards/ Data Security Governance Source: Forrester Research, Inc.
  • 18. New York | March 19–23, 2012 | #sesnyIt is coming soon to a search campaign near you
  • 19. Getting Personal With DataThe revolutionary evolution of data managementPeter RandazzoChief Technology Officer, iCrossingpeter.randazzo@icrossing.com New York | March 19–23