Data driven advertising - Real Time Digital Marketing

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Technical presentation on Real Time Bidding (RTB), Data Management Platforms (DMP), Supply/Demand Side Platforms (SSP/DSP) and other tools of programmatic advertising and advertising data analytics

Technical presentation on Real Time Bidding (RTB), Data Management Platforms (DMP), Supply/Demand Side Platforms (SSP/DSP) and other tools of programmatic advertising and advertising data analytics

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  • 1. SCOTT THOMSON Data Driven Advertising & Technology @sufood
  • 2. MEDIA CHANGES STORY TELLING DOES TOO
  • 3. WHAT WE KNOW HOW WE COMMUNICATE WHO EXPLICIT Demographics WHAT IMPLICIT Behaviour HOW WHERE TRIGGERS Life Events WHEN THE AUDIENCE MATTERS WHY
  • 4. UNDER PERFORMING DATA ASSETS DATA WAREHOUSE PROCESS FUNDING DATA ACCESS
 BOUNCERS LEGAL PRIVACY DATA SUPPLICANTS
  • 5. CUSTOMER RELATIONSHIP MANAGEMENT PROSPECTS & LEADS CAMPAIGN MANAGEMENT MARKETING CHANNELS. MANAGED / ASSIGNED CUSTOMERS SIMPLEX, COMPLEX & HYBRID PRODUCTS BI / MODELS CAMPAIGN REPORTS DATA WAREHOUSE SILO'D DATA SYSTEMS
  • 6. Old World Data Analytics (Internal, Historical) TARGETS OUTCOMES SOURCES DWH CRM Usage POS Ext Insights ETL Data Marts Potential Extracts Political Subversion Trends BI Capacity Marketing DWH Hours, Days, Weeks of Latency Retrospective or Historical Basis Analysis
  • 7. DISPLAY MOBILE HOW DO I FIND MY CUSTOMERS? SEARCH VIDEO/TV CRM BI CAMP. MGMT SOCIAL EDM HOW DO I ANALYSE INTERACTION?
  • 8. INFANCY: IN HOUSE TARGETING ADVERTISER SITE ADOLESCENCE: POINT 2 POINT MATCH PARTNERS ADVERTISER DATA
  • 9. 3RD PARTY DATA 1ST PARTY DATA 1 ADVERTISER Browser 1c 1b 1a 3a 2b 2 DMP 2a 2ND PARTY DATA 3 DSP MATURITY: DATA MANAGEMENT PLATFORMS
  • 10. PUBLISHER AD SERVER 2 How SSPs, DSPs & RTB Works! 1 WEBSITE ADVERTISER AD SERVER DSPs 6 3 SSP (RTB) 4 5 DMP
  • 11. ATTRIBUTION, OPTIMIZATION & VERIFICATION PUBLISHER ADVERTISER BUY SIDE DSP EXCHANGE AGENCY 1ST PARTY SSP SELL SIDE NETWORK 3RD PARTY 2ND PARTY DATA MANAGEMENT PLATFORM (DMP)
  • 12. DISPLAY MOBILE SEARCH VIDEO/TV SOCIAL INTERACTION LOGS & TAXONOMIES ANALYSIS, REPORTS & OPTIMISATION ATTRIBUTION SCORES EDM
  • 13. DISPLAY MOBILE NOW I CAN FIND MY CUSTOMERS... SEARCH VIDEO/TV CRM BI CAMP. MGMT SOCIAL EDM I CAN OPTIMIZE INTERACTION
  • 14. Target Cust. Segments BI CRM D R I V E S Prog. Buys, Dynamic Creatives Digital Marketing CMS A B C Digital Sales Digital Attribution Results Potential 1-1 Attribution Display D R I V E S Mobile Video/TV Social Search EDM
  • 15. New World Data Analytics (External, Real Time) Real Time Data APIs CRM Usage Real Time Analysis Pipeline Slow Data Matching RT Predict. Modelling POS Ext DWH The "Big" Data Historical Data APIs Device Data Social Data Site/App Data 3rd Party Data
  • 16. ELUSIVE UNIFIED MARKETING SEGMENTS OUTBOUND OFFLINE SALES OFFLINE ATTRIBUTION INBOUND SEGMENTS OUTBOUND DIGITAL SALES DIGITAL ATTRIBUTION INBOUND
  • 17. DIGITAL LED SEARCH, SMS & EDM PRODUCT PAGES START FUNNEL POOL LANDING PAGES CAMPAIGN MGMT
  • 18. DIGITAL LED DM/EDM & OTM START PRODUCT & LANDING PAGES FUNNEL POOL CAMPAIGN MGMT
  • 19. Best Practice vs Current HOW TO EXECUTE 1 2 SE RIN T EA EP R 4 Lean Execution Rapid Pilots & Evidence Based Benefits 3 Stakeholder Engagement