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How DMP Will Save Marketing - Myths, Truths and Best Practices

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Annalect Finland's Managing Director Jussi Piri's presentation on DMPs, their role in Marketing, and how we at Annalect use them to reap fabulous results.

Published in: Marketing
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How DMP Will Save Marketing - Myths, Truths and Best Practices

  1. 1. DMP Will Save Marketing Myths, Truths And Best Practices
  2. 2. 2 I’m so very sorry, it will not.
  3. 3. Stop the Great Data Race It’s what you do with the data that matters. The race for the most data is one of the most detrimental approaches that a brand can take. 3
  4. 4. Companies still confuse reporting with true analytics and are still content with one-off projects. This presents a true barrier for data driven marketing. Invest in the creation of true analytic processes that provide valuable and repeatable systems for insight development. This is the back-bone of best-in-class marketing. Invest in Utilities 4
  5. 5. Analytic Utilities are processes (routines) designed to deliver specific outputs that enable one or more aspects of data driven marketing. They democratize analytics to the use all company functions and processes. Focus on Delivery 5
  6. 6. Taking DMP Into Use Driving Through Tech, Data, Integration, Optimisation & Operation Here are the things we’re going to talk about What a Heck is a DMP? Basic principles, what is it used for Bonus TOP3 Challenges according to CEO’s Examples Mostly on what we’ve done, also some by our German, UK, and US colleagues 6 Annalect Why do I talk about DMP’s
  7. 7. Annalect Finland – For Marketers by Marketers 7 We Provide You with a Data Driven Marketing Strategy Put Into Practice We Combine Skills in Technology, Tools, Analytics and Business. The Average Improvement of the Customer Marketing ROI in 1st year: +18% High Focus on Employee Satisfaction: eNPS 48. Operated DMP for Clients for 5 years Launched Officially at May 2016 40 Experts in Finland The Data & Analytics Platform of Omnicom Group Largest Marketing Focused Smart Data Agency in Finland
  8. 8. Our Work With DMP’s Ranges from Operation to Consulting 8 Open From delivery to full automation* Integrated Enabling in-house automation* Neutral Consultancy on tech selection *automation accounts for not only standard automation, but also site personalisation, customer service integrations and programmatic to name a few. • Full service solution for an account • Connecting assets and departments • Educating staff • Most common in Finland • We work in DMP and/or DSP from client, activating on data provided by the integrated team at client ToinenPHD/OMD • We enrich the operation with our data and selected tools • We support in-house DMP solution selection and set-up
  9. 9. 9 SOLUTIONS ARE BUILT CLIENT BY CLIENT, with no preference towards a particular tech partner, so you can be assured that you will be receiving the best fit for your business.
  10. 10. 10 So What the Heck Is a DMP?
  11. 11. DMPs are an Emerging Standard 11 A portable platform allowing for holistic, cross-platform insights delivering true integrated activation, audience overlap and audience/campaign insights with the flexibility of an agency partnership. Example inputs 3rd party advertising Facebook Campaign Data Website Analytics 3rd party audience data CRM CRM Data Data Match Partner PII Privacy Compliant Annalect Agile Data Warehouse Annalect DMP User Profiles Macroeconomic Marketplace Sales & Biz Data Syndicated Data Macroeconomic Data Multi-channel Outputs Tools (Reports & Dashboards) Advanced Analytics & Modelling Activation & Programmatic Audience Segmentation Client DMP Input
  12. 12. Without a DMP, Your Data Remains Siloed 12 Example inputs 3rd party advertising Facebook Campaign Data Website Analytics 3rd party audience data CRM Multi-channel Outputs Tools (Reports & Dashboards) Advanced Analytics & Modelling Activation & Programmatic Audience Segmentation Client DMP Input
  13. 13. Unified Platform Can Offer Immediate Benefits 13 W35-54 M18-34 M35-54 Search HS Prog CRM At what frequency are you reaching, which parts your audience? How are you optimising messaging across touch-points in the purchase cycle? E.g. • Over-reaching & over-frequency-ing W 35-54 • HS Direct buy reaching low value target — Chance to uncover new, untapped audiences — Programmatic can do so in a controlled testing environment • Gain greater value from your owned properties, like email — Often the best and most efficient way to market • All partners sharing in insights, adjusting plans accordingly 1 2
  14. 14. Better Understanding of Audiences 14 DMP Warehouse Output Audience Campaigns Transparency 27 years old In market for truck, customized online Lives 3 km from dealer HHI >50k€ Visited site 3 times in 7 days
  15. 15. Data Driven, Personalised Activation 15 This whole process takes 50 milliseconds The same basic principles apply for programmatic & personalised on-site content
  16. 16. Data Management Platforms Enable Centralisation of Data Needed to Optimise Online Marketing Activities 16 Research data 3rd party data 2nd party data Client 1st party data Analysis Optimisation Segmentation Integration Activation Website Social Search Programmatic DMP Optimisation feedback loop
  17. 17. 17 What Does Taking DMP Into Use Require The Technical Part.
  18. 18. Remember: DMP is Always a Part of a Bigger Picture 18 Example of the Annalect Agile Data Platform CRM and over 100 syndicated data APIs DMPCloud data platform Programmatic media Programmatic creative Publishing platform Cloud data exploration platform Audience creation and syndicated Predictive modeling Testing Portfolio management Attribution 32B global audience records Data Tech Analytics DMPdoesn’tDOanythingonitsown.I.e.youalwaysneedmorethanaDMPtoactuallydosomething.
  19. 19. 19 After Tech Comes the Real Hard Work
  20. 20. 20 79% of Finnish Companies See Data Quality as a Large Challenge for Data Driven Marketing. According to the CEO’s and Marketing Directors of 200 Large Finnish B2C and B2B companies. A Study by Annalect Finland 9/2016.
  21. 21. Data assets Map And Choose The Data Assets 21 Research data 3rd party data 2nd party data Client 1st party data Analysis Optimisation Segmentation Integration Activation Website Social Search Programmatic DMP Optimisation feedback loop
  22. 22. Consumer / Customer Data Map 22 PURCHASE VOLUMETRIC MEDIA CONSUMPTION BRAND HEALTH METRICS OWNED ECOMM* PANEL RETAIL VISITS ONLINE SALES* WEB TV CRM* BRAND EQUITY INTENTS/INTERESTS SOCIO-DEMOS PANEL MOBILE/LOCATION 1ST/2ND PARTY PROFILE DATA ETC Data on both current and potential customers should be included to the map.
  23. 23. Ideally Data is Gathered from all Touch Points Within the Purchase Cycle 23 data sources attention consideration active evaluation purchase loyalty reach up- & cross selling buying intent signal CRMdata searchterms 1stparty (onsite)data socialnetwork data 1stparty(CRM)& behavioraldata Onsite&behavioral data 1st,2ndor3rd& behavioraldata 2ndor3rd partydata registrationor 3rdpartydata surveyor panel& behavioral data factual CRM-data predictive CRM-data factual socialaffinity- data factual intent-data factual retargeting factualsearch retargeting predictivebrand awareness&sympathy predictivesocio demographics factualsocio demographics predictive intent-data predictive retargeting Combining factual & predictive data is ideal, but you do not need to have everything in order to proceed.
  24. 24. 24 The 2nd Largest Challenge in Data Driven Marketing: Integrating Data From Different Systems to an Actionable Format. According to the CEO’s and Marketing Directors of 200 Large Finnish B2C and B2B companies. A Study by Annalect Finland 9/2016.
  25. 25. Integration of Data for Analysis 25 Research data 3rd party data 2nd party data Client 1st party data Analysis Optimisation Segmentation Integration Activation Website Social Search Programmatic DMP Optimisation feedback loop
  26. 26. 26 SEGMENT VALIDATION campaign performance (A/B/N-testing) k-fold cross validation model probability
  27. 27. DMP in Action: Making Ads More Relevant 27 Challenge • Client wanted to measure the benefits of data driven targeting and dynamic creatives Solution • We ran a campaign targeting 5 audiences with identical settings: • Intent – Children’s Clothes, Accessories & Toys • Intent – Fashion • Intent – Home Decor • Interest – Online Shopping • Generic Online Audience (i.e. non-targeted) • Intent audiences were shown a dynamic creative based on their own actions from corresponding categories • Online shopping and generic audiences were shown the same banner with products from all categories • After the campaign we analyzed conversion rates and CTR per audience
  28. 28. DMP in Action: Making Ads More Relevant 28 DATA FEED DMP / DSP RULES / DECISION TREE DYNAMC CREATIVE LANDING PAGE Implementation The different elements of the creative are programmed separately, so that a combination of them can be delivered depending on which consumer segment and which data signal triggers the impression: geographic information weather product interest Website analytics Social interaction Sociodemographic information Customer journey Customer value store interaction XML,JSON,RSS,CSV,HTML,EXCEL device Audience Segmentation Ad Assembly based on audience segements Product A Retargeting Product Crossselling Product Range Brand Correspoding Landingpage Correspoding Landingpage Correspoding Landingpage Correspoding Landingpage Pic Text Video Colour Animation Button
  29. 29. DMP in Action: Results 29 2.42% 0.57% 1.66% 0.61% 1.34% 0.54% 1.03% 0.47% 0.63% 0.34% CVR% CTR% Intent - Children's Clothes, Accessories & Toys Intent - Home Decor Interest - Shopping Intent - Fashion Non-targeted Up to 4x higher conversion rates Up to 2x higher clickthrough rates
  30. 30. 30 The Nr 1 Challenge of Data Driven Marketing: Measuring Marketing Effectiveness Reliably. According to the CEO’s and Marketing Directors of 200 Large Finnish B2C and B2B companies. A Study by Annalect Finland 9/2016.
  31. 31. Optimisation on Brand Metrics 31 Benchmarking against • Brand awareness • Sympathy • Purchase intent related to: • Time since last ad • Contact class • Creative size, • Etc. Panelist Identification based on DMP cookie Segment definition A) Panelist & B) HH 20-49 yrs. Cookie push www. XX Contact with panelist 1. 3. 4.5.6. DMP DSP Research Panel N=101.000 (FI) 2.
  32. 32. Optimisation on Marketing ROI 32 The optimization feedback loop reacts to the factual marketing ROI on macro and micro levels. A combination of machine learning and automated econometric & attribution models are used.
  33. 33. 33 In order to perform, there is a need for organisational transformation New approaches, talent and processes are needed to reap the benefits from a DMP implementation.
  34. 34. We Can’t Run From the Inevitable Marketing world has changed and data driven approaches are here to stay. It won’t benefit you to hang on to the difficulties as a reason for not moving ahead. Ad Tech is moving too quickly and is too volatile to invest in proprietary tech platform solutions. Building new skills, being agile, licensing solutions, developing deals and building ways to access data is the correct path.
  35. 35. 35 More Results From The Real Life Some more examples on what we and our colleagues have done.
  36. 36. Solution Built for an Online + Offline Retailer 36 Demand Side Platform Programmatic Creative ActivationSegmentationStorage - DMP Store Identification User Behaviour CRM Data Dynamic Content Dynamic Content Store Ident Data Website CRM POS
  37. 37. Results Improved Significantly 37 90 % CRM and App matching (technically 100% possible) & 75 % Cross-Device matching +30% Engagement Rate Test & learn setup in 5 selected stores - significant frequency uplift
  38. 38. Audience Profiling & Targeting Quick service restaurant (QSR) How to improve targeting effectiveness? Match competitive customer profiles with demo, interests, lifestyle information Applied audience insights to identify 38 opportunity segments 38 Client: Challenge: Solution: 20% increase in On-Target Delivery with stronger targeting tactics. 22% increase in purchase intent within the first 90 days of activation. 4,5 MM in Media Savings through data-driven optimization.
  39. 39. CRM Activation Insurance Company How to improve effiency of the customer acquistion? On-board client’s list of current customers into the DMP Via matching customer e-mail addresses with cookies, negatively target current customers to ensure that they don’t see acquistion messages 39 Client: Challenge: Solution: 12% Improvement in CPA
  40. 40. A Client Requested a Consultancy to Improve An Adobe Based Digital Marketing Environment 40 Inspire Analyze Design Implement Monitor Optimise TARGET: UNLOCK QUICK- & LONG-TERM WINS We set-up a six phase marketing consultancy project
  41. 41. The Ongoing Partnership is Fast-Forwarding the Client to Digital Leadership 41 Over €120K cost reduction per year by avoiding redundant Adobe Analytics script calls Identification and avoidance of fraud via post-view cookies Design of customized marketing technology infrastructure Implementation of data attribution model for significantly better decision-making and increased accuracy of budget allocations
  42. 42. Disney DMP Assessment Project 42 Targeting Reporting 0 1 2 3 4 5 Unification Segmentation 0 1 2 3 4 5 Unification Targeting Reporting Segmentation 0 1 2 3 4 5 Unification Targeting Reporting Segmentation 0 1 2 3 4 5 Unification Targeting Reporting Segmentation
  43. 43. Audience Performance Analysis Telecom Provider How to increase customer conversion? Use analytics to identify how audiences performed on insurance company’s website Identifies key behaviors and preferences between high value and low value audiences. 43 Client: Challenge: Solution: Low conversions High conversions LowvolumeHighvolume 24 % Optimised audience targeting increased conversions Affluent families Sophisticates Conservative Families Multicultural youth
  44. 44. CRM Audience Analysis Financial Institution How to better understand marketing to shareholder? Presumed to be existing employees, blue collar and male On-board client’s list of current shareholders into the DMP Via matching customer e-mail addresses with cookies, explore segment characteristics and affinities 44 Client: Challenge: Solution: Lifestyle Sports provided largest incremental vehicle to reach shareholders via Tennis and MLB. Demographic Male and females split evenly with a lot of female-specific interests over-inderxing (lifestyle, fashion, etc.); enthusiast segment for science/tech more niche in scale Social graph Facebook provides biggest scale oppurtunity to reach shareholder most frequently (2,5x vs. All other domains/networks). Content consumption News is #1 category to reach audience on TV; on par with our media strategy. Results:
  45. 45. Transformational Results with a DMP from the Stateside 18:1 ROI vs. 10:1 ROI target using social prospecting 45 24% increase in conversions with PRISM- optimized targeting 60% reduction in CPMs through data- driven optimization 41% increase in conversions within the first 90 days of activation 59% increase in ROAS with social targeting
  46. 46. It Is Easy To Start You don’t have to build your own DMP to Start. Actually, you shouldn’t. Remember, Remember From the 12th of October Invest in Utilities Focus on Delivery Invest in the creation of analytic processes that provide valuable and repeatable systems for insight development. 46 Stop The Great Data Race Don’t Try To Run From the Inevitable DMP Can Be Only a Wet Dream
  47. 47. The Annalect DMP in Finland: Top-Quality Audience Data 47 01 Over 120 interest, intent, socio- demographic and B2B segments available for targeting 02 Gigantic database: 1 B monthly events 20 M cookies 20 M URLs 500 000 keywords 300 000 sites 03 Data quality validated by target group surveys 04 Custom segments can be tailored to almost all needs. 05 Able to take in Your data and any 3rd party data source. In use by clients of Annalect, OMD, ToinenPHD and Ainoa Resolution.
  48. 48. Examples of Analytics Projects We’ve Done 48 Marketing & Sales Efficiency MMM modeling & ROI measurment KPIs & Performance Analytics Brand Positioning & Proposition Customer Segmentation Customer Profitability Customer Experience Measurement Purchase Funnel Analytics CRM Activity Optimisation Multivariate Data-Set Analytics Brand Marketing & Campaign Analytics Brand Strenght & Aweraness Campaign ROI & Performance Mediamix Optimisation & Investment Modeling Channel Performance Audits & Optimisation Campaign Investment & Tactics Optimisation Target Audience Analytics Advertising Effectivity & Optimisation Loyalty-Customer Analytics Real-Time Analytics Digital Measurement & Analytics Click Stream Analytics Visitor Tracking & Segmentation Closed-Loop Analytics Multi-Channel, Multi-Format ANalysis Life Time Value Analysis Sentiment Analysis Analytics Audits Digital Segmentation Real-Time Activity Analysis Portfolio Optimisation & Analytics Portfolio Optimisation Assortment Optimisation Space Optimisation Adjacency, Second Placement Analysis Demand Based Clustering Product Concept TEsting Packaging Tests Trend Research Price & Promotion Analytics Cost-to-Serve 6 Marging Leakage Base Volume & Price Elasticisty Price Treshold & Gap Optimisation Promotion Allocation Optimisation Promotion Effectiivity Analyses Promotion Calendar & Delivery Optimisation In-Store Activity Optimisation Predictive Pricie Modeling
  49. 49. Jussi Piri Managing Director Annalect Finland +358 (0) 40 592 4933 e-mail: jussi.piri@annalect.com Twitter: @jussipiri LinkedIn: Jussi Piri Follow Annalect on The Web: Order the Insight Filled News Letter: annalect.fi Twitter: @annalect_fi Facebook: @AnnalectFinland LinkedIn: Annalect Finland Ask For More, We Are Here to Help 49
  50. 50. The end.

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