Data Driven Marketing is not innovative. Jan Kempelmann, Deloitte Digital Germany
is not innovative!”
What is Data-driven
Don’t just publish!
Based on data!
Time / Day
TV / Movie
Automation & Intelligence
A media agency
How can the
Personalize with dynamicBut the impact …
Combine with real-time trigger
media buy creative
Imagery Copy Video Color
Animation Button Exit URLs Fonts
is not innovative, but
The evolution of Data-driven Marketing within the
Data Management &
Creative & Data
Information Asymmetry Machine Learning Market Concentration New way of exchange System Risk
Early 21st century
2nd incremental Innovation Trend Must-Have1st incremental Innovation
Old Mar Tech Model New Mar Tech Model
• Knowledge Transfer
• Data Ownership
Why should Data-driven Marketing have long been
a part of your business?
EFFICIENCY IN MEDIA BUYING
What are the
challenges in Data-
Regulation in law
1st Party Data
Your Audience Data; Collected directly from your
sources (CRM Data, Subscription Data, Social Data,
2nd Party Data
Someone else’s 1st Party Data
3rd Party Data
Aggregated Data from various sources
(The large volume and broad scope are some of the primary
benefits of third party data. The downside is that you don’t
know the original source of the data.)
Verimi: European Data & Identity Platform
Marketing Data Alliance
Single Sign-On / Marketing Permission
Blockchain for advertising
Brands buy ad inventory from a Crypto Platform
using Crypto tokens
Crypto Platform pushes advertisements to
transactions are recorded in
blockchain for transparency
At the end of the campaign, Crypto Platforms
rewards token to publishers
Blockchain is an ledger or record of transactions between a network of participants.
Brand & Data Safety
Regulation in law on data
Are there any new regulations?
Should I take the new regulations seriously?
What are the renewals?
How does it impact advertising?
Right to be
Penalties: 4% of annual global revenue or 20 Mio.
€ (whichever is greater)
GDPR (General Data Protection Regulation):
25. May 2018
“Data-driven Marketing is not
innovative, but necessary!
Furthermore new challenges
have to be mastered!”