Mar-Tech Oversight

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April 2018 – [AoU Analytics Framework]
TECHNOLOGY REVIEW
Purpose, Use, Benefits
MediaMath, Lotame, Impact Radius, Sprinklr
March 2018 – [AoU Analytics Framework] 󠄁󠄁󠄁󠄁 Slide - 1

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April 2018 – [AoU Analytics Framework] 󠄁󠄁󠄁󠄁 Slide - 2
March 2018 – [AoU Analytics Framework]
MAR-TECH PLATFORM REVIEW
Platform Purpose & Use Description Primary Benefits
MediaMath
Programmatic Digital Ad Buys
& Placements
Ad Serve platform that uses tags and
pixels designed to more efficiently buy
and place digital advertising.
• Optimizes Ad Campaign CTR performance.
• Optimizes what creative is working.
• Optimizes media budget and impact.
Lotame
Audience Profiles Creation &
Digital Ad Targeting
A data warehouse that uses tags and
pixels to collect, sort and house audience
profile information. Delivers vast volumes
of third party behavioral & demographic
data to use for audience targeting.
• Optimizes audience targeting based on conversion performance metrics.
• Leverages actionable marketing insights gathered across other owned
channels and throughout the user journey.
• Optimizes media budget and impact with insights leveraged for multi-
touchpoint campaigns.
Impact Radius
Conversion Channel
Attribution & User Touchpoint
Journey Maps Tracking
A platform that uses tags and pixels to
identify user actions and touchpoints
which contribute to conversion.
• Aggregates, analyzes and optimizes marketing channel and content audience
influence for steering marketing execution.
• Answers what, where, when within the user multi-touchpoint journey path.
• Optimizes media budget and impact as well as for multi-touchpoint campaigns.
Sprinklr
Social Media & Community
Management
An integrated management platform for
online listening, publishing and
engagement to manage Facebook,
Instagram, Twitter and YouTube
performance.
• Aggregates campaign data performance insights across all owned social
media profiles and eliminates needs for individual channel tracking and online
activity.
• Optimizes social media and content execution & performance.
• Identifies key influencers engaging and talking about precision medicine and
brand initiatives.
Kochava
Mobile Digital Ad Optimization
& Conversion Tracking
A mobile centric analytics platform
providing holistic unbiased analytics to
plan, target, measure and optimize mobile
media spends.
• Optimizes mobile media buys based on audience targeting.
• Provides in-app conversion [event] performance tracking.
DOMO
Business Intelligence
Visual Analytics Stakeholder
Dashboard
Connects and blends data from disparate
sources and turns it into actionable visual
program intelligence and reporting.
• Near-real-time and real-time cloud-based data analytic views to monitor and
execute campaign and program performance.
• Stakeholder access levels provides data dashboard views most relevant by
stakeholder and needs.

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PRIVACY & HSS COMPLIANCE VERIFICATION
Regarding Third-Party Services
Category: Advertising Tools
Third-Party Tool Purpose & Use Tag & Pixel Benefits
Link to Third-Party’s
Privacy Policy
How to Opt-Out
for this Service
MediaMath
Ad Serve platform that uses tags
and pixels designed to more
efficiently buy and place digital
advertising.
• Optimizes Ad Campaign CTR performance.
• Optimizes what creative is working.
http://www.mediamath.co
m/privacy-policy/
http://www.mediamath.co
m/privacy-policy/
Lotame
A data warehouse that uses tags
and pixels to collect, sort and
house audience profile
information. Delivers vast volumes
of third party behavioral &
demographic data to use for
audience targeting.
• Optimizes audience targeting based on
conversion performance metrics.
• Leverages actionable marketing insights
gathered across other channels and the user
journey.
https://www.lotame.com/
about-lotame/privacy/
https://www.lotame.com/
about-lotame/privacy/opt-
out/
Impact Radius
Conversion Channel Attribution &
User Touchpoint Journey Maps
Tracking
• Aggregates, analyzes and optimizes marketing
channels and content for audiences of influence.
• Answers what, where, when within the user multi-
touchpoint journey path.
https://www.impactradius
.com/privacy/
https://www.impactradius
.com/privacy/
Kochava
Mobile Digital Ad Optimization &
Conversion Tracking
• Provides holistic unbiased analytics to plan, target,
measure and optimize media spend.
• Optimizes mobile media buys based on audience
targeting and conversion performance tracking.
https://www.kochava.com
/support/privacy/
https://www.kochava.com
/support/privacy/

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PLATFORM INTEGRATIONS
What does a typical Brand Ad Tech stack look like?
Social Data
Tools
DATA
Data
Suppliers
DMP Data
Exchanges
Metrics
Audience
Metrics
Web
Analytics
Post Evaluation
(Ad Effectiveness)
Affiliate Network
Sales House
Ad Network
Publisher
Ad
Server
Ad
Server
Media
Agency
Advertiser

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PLATFORM INTEGRATION ROLES
How does our AoU MarTech stack & owned channels impact the user journey?
AGILE
MARKETING
MANAGEMENT
MARKETING
DASHBOARDS
ADVOCACY
CONSENT &
ENROLLMENT
OPT-IN OR APP
DOWNLOAD
RETARGET
EDUCATE
ATTRACT
WEBSITE
EMAIL EMAIL
EARNED
MEDIA
EMAIL EMAIL
WEBSITE WEBSITE
SOCIAL
COMMUNITIES
AWARENESS >> CONSIDERATION >> TRUST >> DECISION >> CONVERSION >> VALIDATION >> CONSENT >> ENROLLMENT >> ADVOCACY
VLOGS
WEBSITE

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COLLABORATION
How data insights will be used, shared and disseminated.
Business Intelligence Dashboard
What is a Business Intelligence Dashboard?
• A business intelligence dashboard creates visualizations that are
impactful in ways that rows and columns of data can never be.
• Domo gives us the freedom to visualize data any way we need, so it
can clearly inform our decisions to move the initiative forward.
• Dashboard design will give stakeholders at all levels specific visual
analytic views that are most relevant to individuals or stakeholder
groups.
• Metrics and data views selected should representa visual story on
our performance and progress aligned to reporting requirementsfor
each stakeholder level.
• Our license gives us the opportunity to assign usage permission
rights to (4) additional individuals so that they may be active in
creating custom dashboards and views based on specific needs.
• Proposed access permission authoring rights: Scripps STSI, Vibrent.
Prime Benefits
• Connects all stakeholders with the data for
making smarter, faster decisions.
• Provides more than 450 data connectors
to the most popular business applications
with custom APIs and off-the-shelf apps
for quick and real-time data access and
updates.
• Enables formulating conclusions and
answers questions quickly with intuitive
data exploration and filtering.
• Dashboards provide real-time updates and
can be cloud published with security
access for review by any stakeholder
identified as part of a stakeholder group.
Import
Paid Media Data
Import
Earned Media Data
Import
Owned Media Data
Import
Website & Mobile App Data
Import
Email Retargeting Data
Import
Offline Event Data
Import
Partner Data
Link to
DRSC Data
Real-Time Campaign
Performance Intelligence
Continually Optimize
Campaigns
Share Insights & Learnings
with Stakeholders
Visual Analytics: represents individual and blended datasets
into visual graphical views for quick consumption of salient data
points.
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DASHBOARD INSIGHTS

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TECHNOLOGY REVIEW
DSP ADVERTISING PLATFORM

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PLATFORM REVIEW
What is a Demand Side Platform (DSP)?
• A DSP is a Programmatic Ad Serve platform designed to more
efficiently buy and place digital advertising.
Prime Benefits
• Activates predictive highly targeted audiences to power one-to-
one engagements down to location and browser behavior.
• Accesses omnichannel media at scale to deliver relevance of
connected context and message.
• Lowersthe cost of media buys with RTB, a flat monthly rate,
and access to inventory from multiple ad buying exchanges and
outside of exchanges (e.g. Facebook, Instagram, FB Audience
Network, non-linear television.
• Closes the loop between measurementand optimization with
powerfulmachine learning.
• Campaign Performance gets better over time from aggregated
results over past media buys.
• Leverages DMPs (data managementplatforms) to advance
target audiences to reach the right people at the right time with
the right content.
• Provides robust and accurate data for campaign optimizations.
AUDIENCE
Activate predictive audiences to power
one-to-one customer conversations.
MEDIA
Access omnichannel media at scale to
deliver relevance of context & message.
INTELLIGENCE
Close the loop between measurement
and optimization with powerful machine
learning.
Place Monthly
Insertion Order
(Media Buy)
Deliver Targeted
Audience Ads
Track & Measure
Channel & Outlet
Placements
Benchmark
Channel & Outlet
Performance
Leverage
Continuous Machine
Learnings
Optimize Campaigns
for Conversions
Leverage Insights &
Learnings Across
Marketing Channels
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Optimize Performance x Placement, Campaigns, Audiences, Creative, Device, Location, more.
DASHBOARD INSIGHTS

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TECHNOLOGY REVIEW
DATA MANAGEMENT PLATFORM
AUDIENCE PROFILING

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PLATFORM REVIEW
What is a DMP?
• A data warehouse that uses tags and pixels to
collect, sort and house audience profile
information.
• Partitions and segments data into demographic
skews (age, gender, income, education, family
status), as well as location, interests and affinities,
and online behaviors.
• Using cookies and pixel tags, data is collected
from site visits as first-party data from any
source…
including websites, apps, social, email, CRM,
search, campaign data, and beyond — for one
holistic view of consumers.
Helps to deliver greater target marketing with more
relevant content, products and services, at the
right time.
Prime Benefits
• Collection and managementof 1st party data with
seamless integration with DSP advertising platforms.
• Ability to combine first-party with third-party data to
make ad campaign audience segments even more
targeted and effective.
• Connects data from all target audience devices to
reach them in the right place, at the right time!
• Provides insights into which audience segments are
performing the best.
• Can combine offline, email and CRM data with 3rd
party data sources for a holistic view of audiences for
actionable intelligence.
• Leverages learnings to help steer and optimize
content execution – learn what content resonates
most with audiences.
• Leverages learnings to create powerfullook-alike and
act-alike models to extend our most valued audiences
across multi-touch, multi-channel campaigns (e.g.
targeted social media using custom audiences.)
• Provides built-in optimization and retargeting
algorithms to improve performance-based,mid-flight
ad campaign targeting.
Tag AoU Site
& Integrate with Partner Activity
Collect Early Beta Site Visitor
Audience Characteristics
Track & Measure Beta Audience Insights
Build Audience Profiles Based on Past
Beta Learnings & Desired Attributes
Target National Media Buys Based on
Desired Audience Profiles
Track & Measure Ad Campaign Audience
CTA Performance
Continuously Learn & Optimize Media Buys
For Better Performance
Leverage Audience Insights Across Other
Digital Campaigns & Touchpoints
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PURPOSE AND USE
Website
Track & Analyze general
website Visitor Audience
characteristics mapped to
available 3rd party data
profile attributes.
Optimization
Campaign Evolutions
Continue to Learn & Apply
Insights across National &
Partner Campaigns.
Partner Campaigns
Leverage Insights via Partner
Activity to discover actionable
trends based on location and
Campaign execution.
National
Ad Campaign & Marketing
Incorporate Continuous Learnings
into Ad & Multi-Touch Campaign
rollouts with expanded testing of
targeted audience profiles.
1
3
2
4 Lotame
DMP
Who is responding to our campaigns? How are we optimizing audiences via US Census and socio-demo diversity? Who is seeing our campaigns via
diversity and at what impression levels? How do we find more people that are like the people that are responding?

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CORE BENEFITS
Generate
actionable strategic
campaign insights
for targeting.
Optimize
campaign performance
to grow influence and
impact.
Monitor
campaign target
audience delivery
and attribution.
Identify
key performance drivers
which lead to greater
conversions.
4
2
1
3

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DMP CORE PILLARS
DataOrganization uses a
parent/child structure
allowing data to be
segmented by audience
profiles and by partner
activation attribution.
DataActivation leverages
data
portability to enable
actionable use of strategic
insights across ad servers,
DSPs, search, social, and
CMS – as well as raw data
analysis for use by Scripps.
DataAnalytics
providesaudience
performancemetrics
across demographics
(age, gender, income,
family status),
interests/affinities,
and online user
behaviorsfor better
campaign targeting.
DataCollection
is aggregated from
various disparate
sourcesincluding:
Digital, Offlineand
Media properties.
DataUnification
links consumer data
across multiple channels,
platforms, and devices for
a holistic 360-degree view
of existing and potential
audiences.

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AUDIENCE ATTRIBUTION TRACKING

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DASHBOARD INSIGHTS
Filter Audience Profile Performance x Campaigns, Demographics, Affinities, Location, more.

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TECHNOLOGY REVIEW
ATTRIBUTION MODELING PLATFORM

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PLATFORM REVIEW
What is attribution modeling?
• Attribution modeling is the process of identifying a set of
user actions (“events” or "touchpoints") that contribute in
some manner to a desired outcome,and then assigning
a value to each of these events.
• From this analysis, AoU will be able to plot the online
user journey from first and subsequentimpressions to
the final closing impression.
• We’ll also be better able to understand target audience
actionable and trackable behaviors to optimize channel
marketing for greater conversions.
• And, we will be further able to identify influence within
demographic profiles to further optimize content
production, channel execution and overall marketing
influence and performance.
Prime Benefits
• Better data, better decisions, better outcomesvia paid
impressions, clicks, conversions tracking and the
analysis of the conversion path.
• Answers what, where,when within the user journey
path.
• Assigns credit to each marketing touchpoint in the
user journey based on the influence of the touchpoint
in the conversion decision process.
• Provides greater visibility into multi-touchpoints across
channels and devices using pixel conversions, mobile
SDKs, unique promo codes, unique URLs, phone
numbers,data posts…. and more.
• Optimizes media placement and spend.
• Has the ability to assign attribution to offline
touchpoints via strategically placed tracking
mechanisms, e.g. promo codes, unique (partner)
URLs, phone numbers.
Site Visit Channel
Performance Data
Collected
Impact Radius
Touchpoint
Attribution Weights
(Model) Applied
Multi Data Pipe
Filtered Back into DSP
and DMP
Campaign Optimization
Continued
Ad & Channel Analytics
Applied
Insights & Learnings
Leveraged Across
Marketing
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PURPOSE AND USE
Comprehensive
Media Tracking
Streamline marketing data
aggregation to gain accuracy and
access to an integrated and
dynamic dataset.
Optimization
Campaign Evolutions
Continue to learn & apply insights
and emphasis across National &
Partner Campaigns for greater
influence and impact.
Conversion Path
Insights + Attribution
Apply advanced attribution modeling
and cross-channel analytics to identify
opportunities to optimize for improved
performance.
Dynamic Reporting
+ Data Availability
Leverage on-demand reporting built
on an integrated dynamic data.
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Impact
Radius
Attribution

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CORE BENEFITS
What We Would See with Typical One Touch Attribution
(e.g. Last-Click Attribution)
Jul 18
Email
Opt-In
SEM
Click
Insights Into Multi-Touchpoint Conversion Funnels
 Track all media across all channels+ spend…
PAID SEARCH PAID SOCIAL DISPLAY DIRECT MAIL VIDEO REMARKETING + TV RADIO AND MORE
 Track all events…
IMPRESSIONS CLICKS EMAIL REGISTRATION ENROLLMENT + OTHER DEFINED EVENTS
 TRACK THE ENTIRE USER JOURNEY ACROSS ALL DEVICES FOR OPTIMIZINGCAMPAIGN PERFORMANCE
What Actually Happened
Jul 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18
Display
Ad View
SEM
Click
SEO
Click
Social
Click
Display
Ad Click
SEM
Click Email
Opt-In
Social
Click

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DASHBOARD INSIGHTS
A Complete Series of Filterable Campaign Performance Dashboards With Easy to Understand Subway Journey Maps.
.

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TECHNOLOGY REVIEW
SOCIAL MEDIA MANAGEMENT PLATFORM

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PLATFORM REVIEW
LISTEN & ENGAGE
o Listen to conversations across
millions of media sources on the
social web.
o Visualize the data, conversations,
and UGC both online and offline.
o Efficiently respond to and
personally engage with customers
at scale.
KNOW & PERSONALIZE
o Aggregate customer data,
interests, tags, and past
interactions into a unified profile.
o Identify influencers, advocates, and
detractors, and automatically
enrich their profiles.
o Integrate CRM and customer
service data for a 360-degree view.
PUBLISH & AMPLIFY
o Schedule, deploy, and analyze
targeted messages across 20+
channels.
o Automatically turn organic posts
into ads or shift budget to
successful ads based on
performance.
o Target custom audiences based on
synchronized data sources.
PLAN & PRODUCE
o Plan the right omni channel
campaigns and content with a
global calendar.
o Collaboratively produce brand-
appropriate content.
o Manage, track, and organize all
assets for easy access.

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PURPOSE AND USE
Online Topic &
Brand Health Listening
Monitor the online community
discussion for both the general
precision medicine topic as well
as specific Brand mention
conversations for themes,
sentiments, influencers and
actionable trends.
Campaign Optimization
Continue to learn & capture insights
for better online engagement
performance and influence.
Owned Social Accounts
Scheduling & Publishing
Leverage the account management
functionality to streamline social
post scheduling and publishing.
Community Management
Engage community followers for
program re-engagementsand to
identify and recruit key influencers
who can share the message.
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Sprinklr
Social
Mgmt.

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DASHBOARD INSIGHTS
A Complete Set of Filterable Listening Dashboards to Monitor the Online Discussion Trend.

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DASHBOARD INSIGHTS
A Complete Set of Filterable Dashboards to Track & Monitor Influence of Published Posts.

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DASHBOARD INSIGHTS
A Built-In Publishing Calendar to Plan, Review and Schedule Published Posts.

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DASHBOARD INSIGHTS
A Complete Filterable Set of User Engagement Dashboard Views to Build Greater Influence at Scale.

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DASHBOARD INSIGHTS
A Complete Filterable Set of Performance Reporting Dashboard Views to Steer Ongoing Execution.

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TAGGING REQUIREMENTS
MediaMath, Lotame, Impact Radius

TAGGING REQUIREMENTS
MediaMath DSP (Advertising Demand Side Platform)
• Conversion pixels on the thank you pages for enrollment and for signing
up for newsletter
• To be figured out: pixel on thank you email for someone joining at a
physical location
Lotame DMP (Data Management Platform)
• Javascript and pixel tracking tags placement on
Impact Radius Attribution Modeling Platform
• Javascript and pixel tracking tags placement on landing pages
Kochava Mobile App Platform
Content
• Content assets (asset portal) attribution tagging
Email Platform
• Javascript and pixel tracking tags placement within email templates
Media & Blogger Platform
• Javascript pixel placement on landing pages
• Unique URL re-direct strategic approach consideration
Social Media Platform
• Javascript pixel placement on landing pages
Google Analytics Platform
• Campaign tracking Javascript pixel placement on landing pages
• Content assets (asset portal) tagging
• Campaign / Channel tagging
No integrations are needed for this technology tracking. Simple java code can be placed across websites,
embedded in digital marketing materials or placed inside a tag container.
No identifiable user data will be collected. Only a USER ID would be collected once the user actual signs up for
email or enrolls.
This user ID will later allow the Scripps team to work with the DSRC and the RDR to put the 2 datasets together
in a secure environment.
No participant data passes into the cloud of any system with these tracking technologies.
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AOU
Website
Site Tagging
Requirements
AOU SITE UNIVERSAL TAGGING REQUIREMENTS
[Placement: Conversion Event Landing Pages]
 Acquisition Home Page: Site Visit
 Behavior Landing Page: Email Sign Up
Landing Page: Consent/Enrollment Form
 Outcome Interstitial Page: Email Thank You
Interstitial Page: Enrollment Thank You
No integrations are needed for this technology tracking. Simple
java code can be placed across websites, embedded in digital
marketing materials or placed inside a tag container.
No identifiable user data will be collected. Only a USER ID would
be collected once the user actual signs up for email or enrolls.
If it is deemed within satisfactory privacy guidelines, this user ID
will later allow the Scripps team to work with the DSRC and the
RDR to put the two datasets together in a secure environment.
No participant data passes into the cloud of any system with these
tracking technologies.
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Tagging
Benefits &
Management
AUDIENCE MANAGEMENT
 These pixels allow users to opt in or out of communications (e.g. it
will ensure that a Walgreen’s user won’t get email anymore if they
enroll.
 It will let a user control whether they continue to see ads on
Facebook.
 It will let us know that someone opted out of receiving email about
the program before finishing enrollment.
 It will allow us to make sure we control and limit the number of
impressions that someone would see of the paid media inside
social networks or across the web.
 It allows us to not count people two, three or forty times and we will
get a real sense of the total number of unique users and the
multitude of touchpoints.
 It will allow us to see the number of impressions required for
someone to join or sign up for email, as well as count the
impressions in-between signing up for email and completing
enrollments.
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Tagging
Checklist
Data starts to be collected. Rules are written to
capture 1st Party data as needed.
Initial data-collection strategy reviewed to determine
optimal behaviors to collect.
Tags are deployed on test pages and tested on
AOU site.
Incoming behavioral data reviewed and tag modified
as needed.
Campaign & Partner hierarchy created.
Unique data points categorized within platform.
Tags are deployed across Partner sites and within ad
campaigns.
Continued beta tag validation and testing for National
rollout.
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Setup
Tag & Test
Collect
Early Site Visitor
Insights
1
DMP BETA TEST
ACTIVATION
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Collect
Audience
Insights
CTA Behavior
Characteristics
2
DMP BETA TEST
ACTIVATION
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Analyze
Audience
Behaviors
Persona Profile
Segments
3
DMP BETA TEST
ACTIVATION
Available Behavior Type Statistic Analysis Examples
Action
Action
Hierarchy
Advertiser Age Age Hierarchy
Audience
Indicators
Browser
Campaign
Interaction
Click
Custom
Segment
Custom
Taxonomy
DMA
Demographic
Hierarchy
Demographic
Modeling
Device OS Domain
Encoded
Profile Data
First Party
Cookie
Gender
Gender
Hierarchy
Interest
Learning
Behavior
Platform Search Term
State / Region Site Map
Survey
Trackers
Taxonomy
Behaviors
Timezone
Transaction
Data
Available Campaign Reporting
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Build
Audience
Targets
Create
Socio-Demographic
Audiences
4
DMP NATIONAL
ACTIVATION
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Optimize
& Evolve
Enhance Audience
Performance
5
DMP NATIONAL
EXECUTION
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