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Enabling Data-Driven Marketing

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Annalect EMEA CEO Jon Ghazi's presentation on data-driven marketing at The CMO Transformation Workshop, which was hosted by Annalect Finland, TBWA\Helsinki and Google in 19.1.2017.

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Enabling Data-Driven Marketing

  1. 1. Understanding and organising data signals from all touchpoints WHAT IS DATA-DRIVEN MARKETING? Changing activation based on the behaviours of recipients Becoming a more responsive customer focused brand
  2. 2. WHY IS IT IMPORTANT? Source: ‘The State of Data-Driven Marketing in Finland 2016’ – Annalect study 93% OF FINNISH BUSINESS DIRECTORS SEE DATA-DRIVEN MARKETING AS CRUCIAL TO THE SUCCESS OF THEIR COMPANY FOR B2B COMPANIES, DATA-DRIVEN MARKETING IS KEY TO DRIVING SALES, WHILE B2C COMPANIES SEE THIS AS CRUCIAL FOR RETENTION
  3. 3. Regional “Centres of Excellence” alongside agency embedded experts 1200 employees globally N A Offices M E N A Offices E M E A Offices A P A C Offices OUR APPROACH TO DATA-DRIVEN MARKETING – A GLOBAL FOCUS It’s our people that make the difference
  4. 4. OVER 40 PEOPLE IN FINLAND DATA & TECHNOLOGY STRATEGY MARKETING SCIENCE R&D DATA ARCHITECTURE DATA VISUALISATION RESEARCH & CONSUMER INSIGHTS
  5. 5. JUSSI.PIRI@ANNALECT.COM
  6. 6. — To unleash the power of data through technology and analytics to give clients competitive advantage and drive business results OUR MISSION —
  7. 7. THE WORLDS OF CRM AND MEDIA CAN NOW BE COMBINED I D E N T I T Y Who are they and what are they doing? E N R I C H M E N T What other data sources do we have? A C T I V A T I O N How can we use technology to scale? D E L I V E R Y Activating a learning loop
  8. 8. D A T A T E C H N O L O G Y A N A L Y T I C S A C T I V A T I O N Construct the best technology infrastructure to access the data Identify the most valuable data sets Audience, Message and Placement Work together Find the most valuable insights THIS REQUIRES A RIGOROUS AND OBJECTIVE APPROACH
  9. 9. NOT ALL DATA IS CREATED EQUAL 1 ST P A R T Y D A T A is data that is owned by the client such as: 2 N D P A R T Y D A T A is data from strategic partners that have agreed to share their 1st Party Data: 3 R D P A R T Y D A T A is data from other providers that can be used to profile 1st Party Data, e.g.: SCALE VALUE
  10. 10. B U S I N E S S G O A L & C H A L L E N G E D A T A T O D E F I N E T H E A U D I E N C E I N S I G H T S T R A T E G Y / T A C T I C S A D D R E S S A B L E A C T I V A T I O N N O N - A D D R E S S A B L E M A S S R E A C H C H A N N E L S O P T I M I S A T I O N OUR APPROACH TO DATA-DRIVEN MARKETING
  11. 11. IT’S A JOURNEY... WHERE ARE YOU? CRA WL WA LK RUN S P RI N T
  12. 12. CRAWL NO DMP DISPARATE DATA SOURCES LIMITED ANALYTICALRESOURCES BASIC REPORTING
  13. 13. C R A W L / O P E R A T I O N S R E P O R T I N G C R M F O C U S E D M E D I A F O C U S E D BE CLEAR ON YOUR DEFINITION OF WHAT A DMP IS FOR YOUR BUSINESS
  14. 14. C R A W L / O P E R A T I O N S T E C H N O L O G Y € € € S E T U P € € U S A G E € DON’T FORGET TO BUDGET FOR SET UP AND USAGE
  15. 15. A U D I E N C E D E F I N I T I O N D A T A S O U R C E START THINKING ABOUT HOW YOU DEFINE AUDIENCES ACROSS YOUR BUSINESS C R A W L / U S E C A S E S Is the Audience defined using data collected via 1st , 2nd or 3rd parties? What attribute(s) are you using to define your audience?
  16. 16. WALK LOOKING AT DMPs USING 3RD PARTY DATA PROGRAMMATIC DEPLOYED TAGGING IN PLACE SOME REAL-TIME OPTIMISATION SOME AUDIENCE ANALYTICS
  17. 17. W A L K / O P E R A T I O N S SET UP A DATA/TECH COUNCIL TO MANAGE MULTIPLE STAKEHOLDERS ü Marketing • CRM • eCommerce • Brand ü IT ü Legal ü Corporate Governance ü Procurement ü Media Agency • Strategy • Planning • Buying • Ad Ops ü CRM Agency ü Creative Agency DATA/TECH COUNCIL E XT E RN A LI N T E RN A L
  18. 18. Buyers vs browsers Organic vs paid visitors Pre vs post ATL campaign Smarter re-targeting Key segments identified in profiling Different bid strategies for different audiences Frequency capping W A L K / U S E C A S E S A U D I E N C E P R O F I L I N G A U D I E N C E S E G M E N T A T I O N A U D I E N C E A C T I V A T I O N
  19. 19. DON’T MAKE YOUR AUDIENCES TOO GRANULAR 100% 100% 90% 90% 73%90% Ad Server DMP DSP Site Analytics Understanding sync rates and data leakage W A L K / U S E C A S E S
  20. 20. RUN DMP IN PLACE 1ST PARTY DATA AVAILABLE CRM INTEGRATION MULTI-PLATFORM PROGRAMMATIC ONLINE ATTRIBUTION CUSTOM AUDIENCES SEGMENTATION DEDICATED ANALYTICS FUNCTION
  21. 21. BRINGING YOUR CRM DATA AND SEGMENTS INTO THE DMP J O N . G H A Z I @ A N N A L E C T . C O M C O O K I E A 1 2 3 4 D G J H O 4 5 6 D M P = A N O N Y M O U S D A T A ( C O O K I E S / D E V I C E I D S ) C R M = P E R S O N A L I N F O R M A T I O N R U N / U S E C A S E S
  22. 22. CRM ON-BOARDING T H E R E A R E 3 M A I N W A Y S T O D O T H I S : R U N / T E C H N O L O G Y Append DMP / DSP tracking into your CRM emails Match known individuals to cookies when a user identifies themselves on the client site (e.g. when they log in to the site) Work with a 3rd party on- boarding partner (e.g. LiveRamp, Experian etc) Working with an on-boarding partner can be expensive, and match rates are typically quite low (c.20-35%)
  23. 23. SPRINT INTEROPERABLE DATASETS 1:1 PERSONALISATION X-PLATFORM FREQUENCY CUSTOM AUDIENCES CROSS-CHANNEL ATTRIBUTION PREDICTIVE ANALYTICS DEDICATED DATA ANALYTICS RESOURCES
  24. 24. OUR OWN JOURNEY TO ENABLE DATA- DRIVEN MARKETING Limitations ofworkingwith just one single DMP Explosion ofdata andmarketing technology andlimitation of databases to handle the velocity and variety ofdata 4 years ago Global partnership with Neustar Today Multi DMP model allowing us to work with the best providers in each market Tomorrow Open cloud environment, pooling a range of data sources and allowing interoperability across a range of technologies and walled gardens
  25. 25. I N T ROD UCI N G OUR E VOLVE D P LA T F ORM & CA P A BI LI T Y — THE AGILE DATA PLATFORM
  26. 26. Open, scalable data environment Ingests a wide variety of granular, log-level data sources Matches these data sources at the user-level (ID management) Powers the creation of bespoke behavioural segments Built for Interoperability Powers our segmentation and predictive modelling work WHAT DOES THE AGILE DATA PLATFORM DO? Underpins advanced attribution models to close the measurement loop CRE A T E S A COMMON I D E N T I T Y A N D E N VI RON ME N T T O LI N K A LL D A T A - D RI VE N MA RK E T I N G
  27. 27. M O V E F R O M B L A C K - B O X , 3 R D P A R T Y D A T A S E G M E N T S T O H I G H Q U A L I T Y , B E S P O K E S E G M E N T S B A S E D O N B E H A V I O U R S A N D A T T I T U D E S ENABLING NEW & POWERFUL CAPABILITIES M O V E B E Y O N D S I L O E D , I N C O N S I S T E N T D A T A A N D A N A L Y T I C A L P R O C E S S E S T O A C O M M O N , S C A L A B L E E N V I R O N M E N T M O V E B E Y O N D I N C O M P L E T E I D S T O A C O M M O N I D U N I F Y I N G D I F F E R E N T S O U R C E S , A L L O W I N G C A M P A I G N S T O B E T R A C K E D C O N S I S T E N T L Y T H R O U G H O U T
  28. 28. N O B L A C K B O X E S , N O H I D D E N A L G O R I T H M S • Proprietary analytical processes • Full visibility to clients • Access to methodology & code • Transparent segment creation • Open evolution of products & processes overtime N O C O N F L I C T S O F I N T E R E S T • No data ownership conflicts • Freedom to work with any data partner • Interoperable approach to data and technology • Solutions built for client need • Test & learn culture FULL DATA TRANSPARENCY IS VITAL
  29. 29. 5 THINGS TO REMEMBER But if you’re planning to get a DMP, don’t skip the scoping stages We help clients unleash the power of data through technology and analytics to generate competitive advantage and drivebusiness results Not all data is created equal A DMP can help you understand more about your customers and improve marketing efficiency Full transparency from your partners is vital for a successful data- driven strategy 1 2 4 53

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