Rick Jones spoke at Net Media Planet's digital executive breakfast seminar, "The Personalised Path to Purchase," about Preparing for the Future, While Taking Advantage of the Present. Make every customer interaction more valuable than the last. -Access to every customer interaction -Analyse the value of every interaction -Action a more valuable interaction Complexity Conundrum -Audience Fragmentation -Multiple Devices -Technology Solutions

1. PREPARE FOR THE
FUTURE WHILE TAKING ADVANTAGE OF THE PRESENT
Rick Jones
Head of Business Development, DoubleClick

2. Tipping Point
Google confidential

3. 85%
...of Fortune 500 organizations
will fail to effectively exploit
big data for competitive advantage
Google Confidential and Proprietary
through 2015.
Source: Gartner Predictions, 2012

4. Confidential and Proprietary
Competitive advantage
“There are only two sources
of competitive advantage:
The ability to learn more
about our customers faster
than the competition,
and the ability to turn that
learning into action faster
than the competition.”
Jack Welch
Former CEO of GE

5. Confidential and Proprietary
Technology powered marketing

6. BIG DATA IS NOTHING NEW
Google Confidential and Proprietary
CRM

7. SINGLE
VIEW?

8. Google Confidential and Proprietary

9. Google confidential

10. Programmatic marketing
Bring the same data-driven learning and optimization to your
marketing, creative and media buying
Google confidential
Right format
THE PERFECT
AD
Right
audience
Right setting
(time, place, context)
Right creative
and message

11. “We are drowning in
information but starving
for Knowledge”
John Naisbitt
Author and
Futurologist

12. Make every customer interaction more valuable than the last
Access Analyse Action to every customer
interaction
the value of every
interaction
a more valuable
interaction

13. Google Confidential and Proprietary
Start by Collecting ‘Audience’ Data Access

14. Confidential and Proprietary
Data = Audience signals
Access

15. Action
Alarm
8:11a
Fashion
10:01a
Mapping
11:50a
Trade
Press
4:45p
News
6:32p
Review
Site
2:51p
Social
10:30a
Video
Stream
8:24p
Social
10:34p

16. Analyse

17. “Sometimes not speaking
says more than all the
words in the world.”
Colleen Hoover
Author

18. ONE PICCADILLY
TDK for 24 years
McDonald’s for 27 years
Coca Cola for 60 years

20. Confidential and Proprietary
Personalised world

21. Google confidential
Complexity Conundrum
Audience
Fragmentation
Multiple
Devices
Technology
Solutions

22. Presentation Title Here
by MediaCom, 00.00.0000

23. Unified Platform
increases efficiency
by up to
33%
Source: Cutting Complexity, Adding Value; Boston Consulting Group commissioned by Google, May 2013
Access

24. Integrate your data for better insights
Google confidential
Single
attribution
model
More holistic view
of your audience
Campaign
performance
and reach

25. CREATIVE
SEARCH
ANALYTICS DISPLAY
SOCIAL
GETTING YOUR HOUSE IN ORDER

26. ANALYTICS
CREATIVE
DISPLAY
SEARCH SOCIAL
3rd PARTY
DATA
CRM
GETTING YOUR HOUSE IN ORDER

27. ANALYTICS
CREATIVE
DISPLAY
SEARCH SOCIAL
3rd PARTY
DATA
PARTNERING IS KEY
CRM

28. REAL TIME BIDDING
Ad inventory
bought and sold
in milliseconds…
…through an
instantaneous
auction

29. Google Confidential and Proprietary
GAP Audiences shared with DBM
Integrate
Onsite &
Offsite

30. Telecoms Case Study: Powerful DBM & GAP Integration
How valuable
are they? Are they
engaged with
our brand?
Have they
bought from
How likely are us before?
they to convert?
Google Confidential and Proprietary
Telecom
Advertiser’s
Website
CPA
80% below
target
6 million
additional
engaged
consumers

31. THANKS