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Data-Driven Marketing Roadshow Adobe - March 25, 2014

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Presentation by Adobe Audience Manager, Media Optimizer & Social - Benelux Samuel van Deth. Data-Driven Marketing Road Show at De Balie in Amsterdam, March 25 2014

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Data-Driven Marketing Roadshow Adobe - March 25, 2014

  1. 1. Introduction to DMP Optimize Touch Points by Putting Data to Use in Audience Segments Samuel van Deth | Audiences, Media & Social @ Adobe Benelux 3
  2. 2. Dan Ariely, Behavioral Economics Professor at Duke University 4 Big Data DMP is like teenage sex: everyone talks about it, nobody really knows how to do it, everyone thinks everyone else is doing it, so everyone claims they are doing it...
  3. 3. I dare you
  4. 4. Adobe: Changing the World Through Digital Experiences 6 Adobe Creative Cloud Products: Photoshop, Lightroom, Illustrator, InDesign, Digital Publishing Suite, Muse, Acrobat XI Pro, Flash Pro, Flash Builder, Dreamweaver, Fireworks, Premiere Pro, After Effects, Audition, SpeedGrade, Pr elude, Encore, Bridge, Media Encoder Adobe Creative Cloud Services: Device and PC Sync, Cloud Storage, Business Catalyst, PhoneGap Build, Typekit, Story Plus Dynamic Tag Manager Mobile Services Audience Manager Digital Asset Manager Shared Services: Adobe® Analytics Adobe® Target Adobe® Social Adobe® Media Optimizer Adobe® Experience Manager Adobe® Campaign
  5. 5. Major Digital Marketing Acquisitions 7 2009 2010 2011 2012 2013 DAY CQ Q3, 2010 • Web Experience Management • Content Management • Personalization AUDITUDE Q4, 2011 Video Advertising Monetization & Management OMNITURE Q3, 2009 • Site Analytics • Multi-Channel Analytics • Content Optimization EFFICIENT FRONTIER Q1, 2012 Search, Display, and Social Advertising Management and Optimization DEMDEX Q1, 2011 Audience Management NEOLANE Q3, 2013 Campaign Management SATELLITE Q3, 2013 Tag Management
  6. 6. Adobe named leader in Data Management Platform 8 “Adobe Audience Manager (AAM) leads the pack with a strong current offering and a well-defined strategy”
  7. 7. Data Management Platform (DMP) 9 1. What is it (not)? 2. What does it do? a) An Advertising Case b) A Publisher Case 3. Takeaway: What to think about when considering? Agenda
  8. 8. eMarketeer: “Central Role in Advertising” 10 Channel optimization Audience optimization
  9. 9. DMP: What is it? 11
  10. 10. DMP: What it is not?• BI tool/Big Data Platform: DMP is not about data storage • CRM or Direct (e)Mail Tool: no PII data (only anonymized CRM data) combined with other data sources • DSP or Adserver: DMP doesn’t bid on advertising or stores ad’s • Analytics: DMP is about putting data to action, not analysis (allthough it has reporting capabilities) 12
  11. 11. 3rd Party epsilon Experian V12 group BlueKai LiveRamp TARGUSinfo Datalogix Exelate AddThis janrain bizo Alliant IXI Acxiom Quantcast 1st Party 2nd Party Display Search Social Video EmailSite Mobile Data Audience Segment Delivery /Analysis Data Ingestion Data Sync / Segmentation Audience Segment Standardization DMP: What does it do? 13 Analytics Data CRM Data Partner Data ADOBE EXPERIENCE MANAGER ADOBE TARGET ADOBE MEDIA OPTIMIZER ADOBE SOCIAL ADOBE AUDITUDE ADOBE CAMPAIGN ADOBE ANALYTICS CRM
  12. 12. Connect External Partners Forecasting Social Graph Cross Device DSPs Video Attribution Ad Servers Inventory Sources 3rd Party Providers 14
  13. 13. 15 Environment Variables Country of origin Time zone Device type Operating system Browser type Screen resolution Temporal Variables Day of week Recency Frequency Referrer Variables Referring domain Campaign ID Affiliate PPC Direct Social graph/login Offline Variables CRM Loyalty Call center 3rd-party data Online Behavior Variables Customer / Prospect New/return visitor Time on site Pathing Previous product interests Video engagement Searches Previous online purchases Category affinity Display ad engagement Audience Manager – Profile Extension
  14. 14. 16 Signals Credit Score 780 Traits Segments High Value Customers – Algo 80% Alike - Look-a-like Segment Based On Converter Audience Form Abandoners - Heavy site usage last 7 days - No customer history Click here Enter ZIP Sign in
  15. 15. 17 Ingest Manage Partner Data 1st Party 2nd Party 3rd Party epsilon Experian V12 group BlueKai LiveRamp TARGUSinfo Datalogix Exelate AddThis janrain bizo Alliant IXI Acxiom Quantcast ADOBE ANALYTICS CRM ADOBE EXPERIENCE MANAGER ADOBE TARGET 0 25% 50% 75% 100% Omni-Channel Marital Status Gender Job Function Pages Consumed Age In-Store Purchase HH Income Site Process Presence of Children Travel Type Lifestyle Video Engagement Credit Card Usage MALE FEMALE NO YES BEGINNING MIDDLE END EXECUTIVE MARKETING SALES 1-5 6-10 10+ 18-34 35-55 55+ YES NO >$50K >$100K<$50K $1-5K >$10K+<$1K MARRIED SINGLE YES NO OUTDOOR FOODIE TECHIE Business Leisure Online Gadget Moms (1.5M Uniques) Last 7 Day’s In-Market Outdoor Males (2.4M Uniques) Last 7 Day’s Site Mobile Display Video Email
  16. 16. Manage Dynamic Creative 18 AD SITE Call to Action 1 Image 1 20% Off Hero 1 Image 2 10% Off Call to Action 2 Hero 2 Ingest Partner Data 1st Party 2nd Party 3rd Party epsilon Experian V12 group BlueKai LiveRamp TARGUSinfo Datalogix Exelate AddThis janrain bizo Alliant IXI Acxiom Quantcast 0 25% 50% 75% 100% Marital Status Gender Job Function Pages Consumed Age In-Store Purchase HH Income Site Process Presence of Children Travel Type Lifestyle Video Engagement Credit Card Usage MALE FEMALE NO YES BEGINNING MIDDLE END EXECUTIVE MARKETING SALES 1-5 6-10 10+ 18-34 35-55 55+ YES NO >$50K >$100K<$50K $1-5K >$10K+<$1K MARRIED SINGLE YES NO OUTDOOR FOODIE TECHIE Business Leisure Online Gadget Moms (1.5M Uniques) Last 7 Day’s In-Market Outdoor Males (2.4M Uniques) Last 7 Day’s ADOBE ANALYTICS CRM ADOBE EXPERIENCE MANAGER ADOBE TARGET
  17. 17. An Advertising Case 19 MEDIA AGENCIES/ TRADE DESK MEDIA/ PUBLISHER DSPs ADEXCHANGE BRANDS/ ADVERTISERS ADS/ CAMPAIGNS SSPs Adobe Audience Manager Audience Manager brings data dimension to real time media buying A real time process executed in ~ 0.4 s
  18. 18. 1st Party Data (Toyota Analytics) CRM Data (Toyota CRM Data Base) 3rd Party Data (Data Providers) How to reach look-alike population ? 20 Adobe Audience Manager Publicis Trading Desk Connect all data and feed Audience Manager with A. Web Analytics B. Toyota CRM Database C.3rd Party Data Provider D.Campaign performance (traits and segments) Ingest all data then score and segment users Create look alike modeling by identifying users with same behavior than the ones who asked for a test drive Create Test Drive Segment Populate segments to DSPs and AdServers in order to reach the right audience Example : Test Drive look-alike segment 3 1 2
  19. 19. A Publisher Case 21 Implementing a segmentation strategy using a variety of data sources to both execute on acquisition initiatives and deliver audience targeted content and advertising.
  20. 20. 1. Ingest Data Sources & Match 22 • Offline Subscription Database • Offline Preferred Subscriber • Network Survey Respondent data • Site Analytics • 3rd Party Demographics and Interest DATA MATCH
  21. 21. 2. Manage Unified Segments 23  Condé Nast Audience by Design Segments  Subscription Lifecycle (Current, Past, Renewal)  Editorial Personalization Profiles  Social Share Data  Demographic Segmentation  Any combination of the above DRIVES A LEXUS WEARS L’OREAL OWNS BOTTEGA VENETA VISITS ALLURE.COM /SKIN WEEKLY SUBSCRIBES TO GLAMOUR A PEER LEADER FOR BEAUTY PRODUCTS
  22. 22. 3. Activation 24  Audience-Targeted Digital Advertising Campaigns via DFP  Subscription Offer Testing via Adobe Target  Editorial Content Personalization Through Adobe Experience Manager  Targeting E-Mail Marketing Campaigns (Cross-Sell / Up-Sell of Subscription Titles)
  23. 23. Technology: Across touchpoints, robust algorithms and data modeling technology? First Party Data first: Experience with CRM & offline data onboarding? Optimized for whom? Core to sell you more media/data or to optimize your sales? Security & legal: My data secure & solution compliant? Future: Prepared for: Cross Device? All my Touch Points? Company stable? Partners: Which partners can me help become succesfull? 25 6 Takeaways for researching DMP’s
  24. 24. 26 @samuelvandeth vandeth@adobe.com More?
  25. 25. http://summit.adobe.com/emea

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