How DMPs Make Connectedness More Personal - An iCrossing Webinar Featuring Forrester Research, Inc
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How DMPs Make Connectedness More Personal - An iCrossing Webinar Featuring Forrester Research, Inc

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To build a connected brand today, interactive marketers are moving away from tactical, transactional approaches toward data-centric strategies to create competitive advantage. Through the use of a ...

To build a connected brand today, interactive marketers are moving away from tactical, transactional approaches toward data-centric strategies to create competitive advantage. Through the use of a data management platform (DMP) brands can now collect, protect, model and transform data into optimized audience profiles that easily integrate into the broader marketing and advertising ecosystem. On Thursday, January 26 at 2:00pm Eastern, we explored how new technologies like data management platforms (DMPs) are transforming the way that interactive marketers apply audience data to their marketing efforts.

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How DMPs Make Connectedness More Personal - An iCrossing Webinar Featuring Forrester Research, Inc How DMPs Make Connectedness More Personal - An iCrossing Webinar Featuring Forrester Research, Inc Presentation Transcript

  • How DMPs MakeConnectedness More PersonalAn iCrossing Webinar Featuring Forrester Research, Inc.January 26, 2012 | 2:00pm ET
  • With you today Adam Lavelle Chief Strategy Officer, iCrossing Michael Greene Senior Analyst, Forrester ResearchCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 2
  • What we’ll cover today • Why marketers struggle to implement targeting across touchpoints today • What are DMPs, and how do they address these challenges? • How iCrossing and Red Aril can help marketers deliver customized experiences across channelsCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 3
  • First, a quick look at the big picture.COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 4
  • For years marketing has been about optimizing channels Transactional Channel Transactional Optimizers Marketing 2.0 Brochureware Consistency 1.0 Marketing ExperientialCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 5
  • Today, it’s about building connected brands Connected Coordinated eBusiness Marketing Marketing 3.0 Transactional Channel Transactional Integrated Optimizers Marketing Marketing 2.0 Brochureware Consistency Digital 1.0 Marketing “Experiences” ExperientialCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 6
  • What’s on a CMO’s mind…COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 7
  • Harnessing data is a critical business requirementCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 8
  • This requires a shift in priorities “Executives must pull budget dollars from areas that traditionally created dominance — and invest in four priority areas: 1. Real-time customer intelligence 2. Customer experience and customer service 3. Sales channels that deliver customer intelligence 4. Useful content and interactive marketing Those that master the customer data flow and improve frontline customer staff will have the edge.” — Josh Bernoff, Principal Analyst, Forrester Source: Bernoff, Josh, with David M. Cooperstein, Michelle de Lussanet, and Corinne J. Madigan. “Competitive Strategy In The Age Of The Customer.” Forrester Research, Inc. 6 June 2011.COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 9
  • The DMP is the emerging hub of digital marketingCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 10
  • A DMP provides the ability to deliver “connectedness” at a more personal level. And do it in real time.COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 11
  • Data about your customers is everywhere. Turning it into connected intelligence isn’t so easy. Data about your customers is everywhere. Turning it into actionable intelligence isn’t always so easy. © 2012 Forrester Research, Inc. Reproduction ProhibitedCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 12
  • Digital marketing investment continues to grow,largely on the promise of digital targeting capabilities © 2012 Forrester Research, Inc. Reproduction ProhibitedCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 13
  • But creating relevancy for your audience is easiersaid than done… Three critical data challenges for today’s marketer Online data The PII Silo overload problem(s) struggles © 2012 Forrester Research, Inc. Reproduction ProhibitedCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 14
  • Online data overload The online data dilemma • Nearly infinite # of vendors • Anonymous cookie data aggregated from publishers • Behavioral and beyond • Little to no transparency into quality and practical applicability © 2012 Forrester Research, Inc. Reproduction ProhibitedCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 15
  • The PII problem(s) Personally-identifiable information faces challenges • PII has been the backbone of most targeted marketing from direct mail to e-mail • Current PII data management practices struggle to address real-time marketing challenges – fail to incorporate changes quickly • PII remains isolated from the non-PII data world, limiting its applicability across digital channels • Evolving regulatory standards are changing the way consumers and marketers manage data © 2012 Forrester Research, Inc. Reproduction ProhibitedCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 16
  • Silo struggles Channel-based data silos create disconnected experiences for customers across touchpoints • Customers demand relevant experiences as they move across touchpoints • But current data practices mean that marketers can’t deliver consistent, connected experiences • Customer interactions within one channel currently don’t often help inform optimization in other channels © 2012 Forrester Research, Inc. Reproduction ProhibitedCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 17
  • Successful marketers have no choice but toovercome these consumer data challenges • Channel proliferation and fragmentation continues to grow. Customers are using more channels across more screens to interact with brands than ever before. • Cluttered environments demand greater relevancy. Marketing clutter is only getting worse. Anything less than the highest relevance in just white noise. • Regulatory changes demand greater control and coordination. Whether imposed by the government or self-enforced, marketers will soon have to allow consumers to control their audience data. © 2012 Forrester Research, Inc. Reproduction ProhibitedCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 18
  • Marketers need multiple capabilities to bettermanage and apply consumer data Universal Real-time Data portability Data actionabilitycustomer profiles segment building• Create a single • Update and • Apply customer • Apply customer view of the optimize profile in any profiles in a customer customer targetable channel based upon profiles based channel (e.g. through any input from PII upon real-time display ads) execution and non-PII interactions technology data sources with customer (e.g. ad server) touchpoints © 2012 Forrester Research, Inc. Reproduction ProhibitedCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 19
  • It’s the role of the DMP to clean up this data mess. © 2012 Forrester Research, Inc. Reproduction ProhibitedCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 20
  • What makes a data management platform (DMP)? • Data intake and aggregation. Ingest data from 1st, 2nd, and 3rd party sources – including universal container tag functionality. • Segment Building and Manipulation. Functionality that allows a marketer to flexibly combine data sources to build custom audiences. • Self-serve user interface. Web-based interface for direct access to tools, features and reporting. • Linkages to relevant channel environments. Integrations with relevant channels through channel execution technologies – including website content, display and email today, with search and video likely to soon follow. © 2012 Forrester Research, Inc. Reproduction ProhibitedCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 21
  • DMPs help eliminate data silos – helps PII and non-PII data work together © 2012 Forrester Research, Inc. Reproduction ProhibitedCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 22
  • How are marketers using DMPs today? Aggregate Bring offline Unify audience audience data customer analytics across from multipledatabases online digital channels online channels © 2012 Forrester Research, Inc. Reproduction ProhibitedCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 23
  • Why does this matter?• Audience segments become independent of execution channel. Gain more scale and flexibility from your data.• Make segments works in anonymous, brand-oriented channels. Turn personally-identifiable data like e-mail lists into actionable segments for display advertising.• Maintain message consistency and relevance across channels. Make fewer tradeoffs on the segment level between message consistency and customization.• Migrate towards cross-channel attribution. Getting a single view of the customer across all channels is an important step. © 2012 Forrester Research, Inc. Reproduction ProhibitedCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 24
  • Making the most of your DMP• Look to your CRM and Customer Intelligence team for expertise. Consumer data expertise sits across your organization. Making the most of the DMP will be an enterprise activity.• Treat it as more than a media buying technology. You’ll get the most out of the DMP if you use it for more than display ad targeting – make sure to consider its cross-channel implications.• Audit your data assets and needs. What first-party data can you leverage? What gaps do you need to fill? © 2012 Forrester Research, Inc. Reproduction ProhibitedCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 25
  • A DMP puts marketers in front of an important shift. We’re moving away from optimizing channels toward optimizing audience relationships.COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 26
  • Brands can deliver “connectedness” at a more personal level. And do it in real time.COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 27
  • iCrossing acquired Red Aril to help marketers create more personal experiences for their audiences.COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 28
  • Matching audiences with contextual content • Demographic Markers • Psychographic Markers • Media Exposures • Search History • Site Behavior Audiences • Social Graph Context • Competitors • Brands • Devices • Channels Content • Socio-economics • Media • Categories • Semantics • Lifespan • User GeneratedCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 29
  • Let’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.comCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 30
  • Audience profiling in real time Style & Fashion -> Clothing & Accessories -> Accessories -> Jewelry Style & Fashion -> Clothing & Accessories -> Clothing -> Vintage Clothing News & Media -> Fashion Magazines Style & Fashion -> Fashion -> Fashion News Style & 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 Traveler High Net Worth Elle Subscriber – expires 2012/3/31 Fashion Addict Renewal ReadyCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 31
  • 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 timeCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 32
  • Red Aril: highly scalable, 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 OpsCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 33
  • Providing a full data management solution Client Red Aril Application Interface Self-Service Full-Service Audience Management Real–Time Processing Data Analysis Audience Development Management Data Rights Data Audience Verification Data Inventory Closed-Loop Optimization Audience Optimization Data Protection Event Classification System Audience Extension Browser API Batch Custom Data Integration Data Integration 1st, 2nd, 3 – Online, Offline (CRM) rdCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 34
  • But the opportunity is larger 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 party Look-a-likes data Direct marketing Call center systems Attribution modeling Brand Standards/ Data Security Governance Source: Forrester Research, Inc.COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 35
  • A DMP is mission critical to your business because • Marketing will only be more data driven • Making that data actionable is a business necessity • Today that data lives in too many places • Today that data lives in proprietary black boxes • CMOs will demand ownership of their own data • They will be expected to know their audiences better • And they will need that data in real-timeCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 36
  • How do I engage with iCrossing & Red Aril? Connected Marketing Data Management Platform Programs (SaaS + Services + Analytics) (Designed around audiences) Audience-based Media Buying Audience Modeling & Profile Development (RTB Display Advertising) Audience Tag Management Insights & Analytics & Data Protection (Segmentation modeling) (Secure data collection and control)COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 37
  • Q&A To speak with a To receive your copy of DMP expert, contact: “The DMP Is The Audience Intelligence Engine For dmp@icrossing.com Interactive Marketers” by Michael Greene, contact: findout@icrossing.comCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 38
  • Thank you Adam Lavelle Chief Strategy Officer, iCrossing Michael GreeneSenior Analyst, Forrester Research To speak with a DMP expert, contact dmp@icrossing.com Find out more at www.icrossing.com Follow us at Twitter.com/icrossing Become a fan at Facebook.com/icrossing