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The roadmap

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The roadmap

  1. 1. Media.Monks Proprietary & Confidential 1 The Roadmap
  2. 2. Media.Monks Proprietary & Confidential 2 This deck is the only analytics roadmap you’ll need for the next 18 months Hi there!
  3. 3. ‘22 Roadmap Framework Reboot Priorities Something something divide and conquer. Data Lake Alignment. Adobe Analytics. Stakeholder interviews are useful but here they’re a great time filler between internal syncs. Mental Health Webinar and FLoC TOPICS! SHOWCASE WEB3 DISCOVERY Step 1 0P,1P,2P 3P Q5 NFT COOKIELESS PLAY BOOKS Capture 1P using TTD UID 2.0 Going forwards with a single unified vision of CDP in a multi- cloud ecosystem. Release the DAO! WHEELBARROW Metaverse synergy What’s privacy? AI > FB CAPI FTW dApp Double Down beyond 202X
  4. 4. Media.Monks Proprietary & Confidential 4 87% Of you will be rightly unimpressed by this Yes, you’re right, but this small print is not an apology. Keep reading if you’re not actually listening to me right now. There’s a big reveal in about 5 slides time - stay till the end, like and subscribe, comments down below guys! Who is STILL looking at Slack?
  5. 5. Media.Monks Proprietary & Confidential 5 Media.Monks Proprietary & Confidential 5 No, that’s NOT all folks.
  6. 6. Media.Monks Proprietary & Confidential 6 Problem statement Technical solution Scalability Competitive Advantage What’s not in there? Business case
  7. 7. Media.Monks Proprietary & Confidential 7 The What? Nuts and bolts. Tactical actions. What results to expect. The How? Solution features addressing the “Why” challenges How it pays for itself again and again The Why? What pain points are being solved? What are the trends to get ahead of? Solution and benefits…
  8. 8. Media.Monks Proprietary & Confidential 8 Physics’ “Three Body Problem” tells us that when you have three planetary bodies orbiting one another in space, it’s impossible to accurately predict their paths due to the complex and ever-changing gravitational relationship between them. Define the Problem
  9. 9. Media.Monks Proprietary & Confidential 9 Media.Monks Proprietary & Confidential 9 3 Body Problem Antitrust, National Security, protectors of consumer privacy Yes, it’s a ‘Venn Diagram’ Content Fortresses, Walled Gardens, device makers, software giants, adtech, telcos The inevitable reaction to tracking, surveillance, and being chased around the internet by mattress adverts Media fueled Vendor fueled (buy our secure phones!) Tech Public Opinion Regulation
  10. 10. Media.Monks Proprietary & Confidential 10 The Roadmap delivers readiness for change. ● Privacy first ● The 1P data pivot - exit 3P ● Embrace probabilistic data ● Always be activating ● Automation for scale Frame the Solution
  11. 11. Media.Monks Proprietary & Confidential 11 Media.Monks Proprietary & Confidential 11 Welcome to the second Venn Diagram Foundation Collection Activation Automation Prepared for Growth Exit 3P. Double down on 1P. Server side. Server to server. Align with business goals, KPIs, targets - stradejeeee! Privacy first, embracing the regulatory spirit, transparency, and trust. Cultural and strategic change Data has a purpose. Data has value. Recognise the former to unlock the latter Lowest cost route to scale confidently, accurately, reliably.
  12. 12. Media.Monks Proprietary & Confidential 12 Who wins? Who loses? Spoiler alert - it’s not a zero sum game But we still have this conversation - this is overdue What does Privacy First mean?
  13. 13. Half of US consumers accept all cookies despite concerns about how their data is shared. “ The Drum Nov ’21 https://www.thedrum.com/news/2021/11/17/half-us-consumers-accept-all-cookies-despite-concerns-about-how-their-data-shared
  14. 14. Media.Monks Proprietary & Confidential 14 Media.Monks Proprietary & Confidential 14 So, what are they afraid of? They aren’t exactly sure. “ The Drum Nov ’21 https://www.thedrum.com/news/2021/11/17/half-us-consumers-accept-all-cookies-despite-concerns-about-how-their-data-shared
  15. 15. Media.Monks Proprietary & Confidential 15
  16. 16. Media.Monks Proprietary & Confidential 16
  17. 17. Media.Monks Proprietary & Confidential 17
  18. 18. Media.Monks Proprietary & Confidential 18 Compare ATT subtexts Other options are available https://twitter.com/eric_seufert/status/1462432076968431629
  19. 19. Media.Monks Proprietary & Confidential 19 It’s not web3 but it is the smart move First Class First Party
  20. 20. Media.Monks Proprietary & Confidential 20 40+% Nemlig gathers new insights and grows conversions by 40% Denmark’s leading online grocer sets new standards for first party data collection quality: “With Server-Side Tagging, you can strip all of the personally identifiable information from users’ sessions before sending data to our analytics and advertising systems,” https://marketingplatform.google.com/about/resources/nemlig-gathers-new-insights-and-grows-conversions/
  21. 21. Media.Monks Proprietary & Confidential 21 Media.Monks Proprietary & Confidential 21 Speed After adopting Server-Side Tagging, Nemlig was able to move tags from the browser into its secure server container, improving its page load time by 7% Data Quality Since implementing Server-Side Tagging, Square has seen a 46% increase in reported conversions. Compliance Integrate Google Analytics with your consent management platform so that your tags automatically respect user consent choices with no loss of first party data. Coupled with server side GTM, your 1P cookies are fully ITP compliant. Multiple benefits The improved data quality and direct link to Google Cloud products was a key reason we chose this solution. “ Martin Madsen Head of Web and App Analytics, Nemlig
  22. 22. Media.Monks Proprietary & Confidential 22 Media.Monks Proprietary & Confidential 22 Client Side GTM Server Side GTM
  23. 23. Media.Monks Proprietary & Confidential 23 Media.Monks Proprietary & Confidential 23 Server Side Data Collection Establish the right foundation: a future-proof, compliant data collection ecosystem Data Stewardship Own the data collection and have fuller control over what is collected and when, leading to better first party data quality. Security Reduce the number of scripts from third parties being loaded on your website pages, better for security. Performanc e Fewer scripts on the page results in faster page load times. Privacy Using SGTM gives you more direct control over precisely what data is then shared with third party vendors.
  24. 24. Media.Monks Proprietary & Confidential 24 Collection - server side or client side - this still matters
  25. 25. Media.Monks Proprietary & Confidential 25 Spoiler alert - data loss has always been a thing Don’t you dare say COOKIELESS… Deterministic data Vs Modelled data
  26. 26. Media.Monks Proprietary & Confidential 26 Media.Monks Proprietary & Confidential 26 2021 - present Modelled data volume growth accelerates - we’re prepared and ready 2016 Modelled data already present 3P utility decline from the year dot. Deterministic volume decline from ‘16
  27. 27. Modelled data solutions in the adtech ecosystem All browsers ever Reject 3P cookies Google Enhanced conversions Consent Mode 3P ID Res’n SafeHaven, TTD et al
  28. 28. Media.Monks Proprietary & Confidential 28 165% Appliance retailer increases visibility of transactions As a relentless innovator in the houseware industry, this Media.Monks client deployed Consent Mode, and GA4 on their sites. This project successfully delivered all components to build a scalable technology solution, and a commercially sound business model to support their growth with significant improvements in data quality.
  29. 29. Media.Monks Proprietary & Confidential 29 Media.Monks Proprietary & Confidential 29 Signals in data The average purchase revenue per user was actually lower compared to the non-modelled data by nearly 40%. Being able to eliminate false positives from data is incredibly valuable Compliance Consent Mode changes the behaviour of Google Marketing Platform tags to respect user consent choices while still enabling first-party data collection in a privacy-safe and regulatory compliant manner. Data Quality Leveraging GA4 and Consent Mode, a client was able to regain valuable insights into purchasing behaviour. With the consent mode modelling beta enabled, they immediately saw 165% more transactions. Multiple benefits They have been fundamental in implementing Google Consent Mode and integrating it with our cookie management software, OneTrust “ Senior Manager, Global Business Development
  30. 30. Media.Monks Proprietary & Confidential 30 Activate
  31. 31. Media.Monks Proprietary & Confidential 31 Media.Monks Proprietary & Confidential 31 The good news for marketers is that nearly half (44%) of consumers say they’d be somewhat or very comfortable sharing their personal information in exchange for a discount or special offering from a brand they liked. “ The Drum Nov ’21 https://www.thedrum.com/news/2021/11/17/half-us-consumers-accept-all-cookies-despite-concerns-about-how-their-data-shared
  32. 32. Media.Monks Proprietary & Confidential 32 Media.Monks Proprietary & Confidential 32 75% Consumers tried a new shopping behaviour during the pandemic Personalisation unlocks the value in data https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/the-value-of-getting-personalization-right-or-wrong-is-multiplying
  33. 33. Media.Monks Proprietary & Confidential 33 Media.Monks Proprietary & Confidential 33 71% Expect personalisation 75% Consumers tried a new shopping behaviour during the pandemic Personalisation unlocks the value in data https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/the-value-of-getting-personalization-right-or-wrong-is-multiplying
  34. 34. Media.Monks Proprietary & Confidential 34 Media.Monks Proprietary & Confidential 34 76% Frustration when it’s not there... 71% Expect personalisation 75% Consumers tried a new shopping behaviour during the pandemic Personalisation unlocks the value in data https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/the-value-of-getting-personalization-right-or-wrong-is-multiplying
  35. 35. Media.Monks Proprietary & Confidential 35 Media.Monks Proprietary & Confidential 35 Consumers reward brands who get this right Personalise More likely to consider purchasing Consumers more likely to recommend to friends and family More likely to consider repurchasing 1 3 2 https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/the-value-of-getting-personalization-right-or-wrong-is-multiplying 78% 76% 78%
  36. 36. Media.Monks Proprietary & Confidential 36 Automation isn’t just clever scripting - okay, there’s a lot of that but it’s as much what, as how the automation happens and the second order effects... Automate Secret sauce recipe alert!
  37. 37. “We charted out a vision so that whatever we built was going to be able to last the test of time. Because it wasn’t going to be what I use as the Head of Global Media, it was going to be what the next six to eight Global Heads of Media were going to need” “ Jon Halvorson, VP Global Media, Mondelez
  38. 38. Media.Monks Proprietary & Confidential 38 Automation
  39. 39. Media.Monks Proprietary & Confidential 39 Media.Monks Proprietary & Confidential 39 Automation Templated GA/GTM deployment Cloud based automation of GTM and GA deployment. ● Fast ● Consistent ● Reduced effort ● Increased profitability ● Increased accuracy ● Deploy new or edits ● Save hundreds of hours
  40. 40. Getting 1,400 Partners to Play Team Ball SIDEARM Sports is the technology engine that powers unique digital fan experiences to over 1,400 partners in college athletics—generating a ton of data in the process. To best manage this data firehose, we developed a cloud-hosted tool that automates configuration tasks and updates using Google Analytics Management and Google Tag Manager API functionality, keeping SIDEARM in lockstep with each partner site. We also built a tool that checks the status of sites and their dataLayers by verifying it against a master data source, ensuring data accuracy. 200 hours of manual data entry saved Results Improved data quality Faster decision- making Show me the work
  41. 41. Media.Monks Proprietary & Confidential 41 So what?
  42. 42. Media.Monks Proprietary & Confidential 42 02 01 03 BIG REVEAL We do all these things We embrace this approach in our own data ecosystem We practice We run fast and break our own things first This is how we scaled This was no accident, it’s designed to be different. We know the old way was broken
  43. 43. Media.Monks GCP & Looker services Which? WE DID IT FOR A SIMPLE MISSION: Provide a seamless access to the world’s best marketing services Data Consultancy Data Consultancy Digital Media Content Data Consultancy Data
  44. 44. Media.Monks Proprietary & Confidential 44 Building your measurement infrastructure Jan ‘22 1PD strategic focus Data ecosystem planning & design GA4 MVP Apr ‘22 Business focus on modelled (probabilistic) data Build data to compare and learn Automate audits for compliance Q3 ‘22 MMM Experimental campaigns Modelled audiences Calibrated results 2024 Data spine delivering robust and competitive edge through digital maturity growth Feb ‘22 Consent Mode Enhanced Modelling Google Signals Probabilistic media measurement May ‘22 Experiment planning Campaigns Hold outs KPIs & targets H1 ‘23 Econometrics drive marketing performance and attribution Beyond 202x Democratised, pragmatic data activation Privacy first Regulation proof
  45. 45. Your measurement infrastructure is a journey Preparation for a 1P data focus. Strategic shift away from 3P data. Adopt probabilistic models in media performance measurement. Automated audits, experimental exploration of methodological and measurement changes. Understand what’s different, explain it, build on it. ACTIVATION FOUNDATION Step 1 0P,1P,2P 3P 2022 BAU COLLECTION Data is not collected for reporting purposes. Data is an asset that generates a return. Collect less, do more. AUTOMATION Essential for efficiency. Inorganic scaling. Remove manual activity. Through and beyond 202X
  46. 46. Media.Monks Proprietary & Confidential 46 Media.Monks Proprietary & Confidential 46 there seems to be a confusion between maturity and complexity. What is often being referred to as maturity in these maturity models for Analytics or for Experimentation is often better recast as complexity. “ Matt Gershoff Nov ’21 https://www.linkedin.com/posts/mattgershoff_analytics-activity-6868676626297823232-VqZ_
  47. 47. Media.Monks Proprietary & Confidential 47 Media.Monks Proprietary & Confidential 47 Maturity is the ability to respond appropriately to one's environment - knowing when and how to act, according to one's circumstances. “ Matt Gershoff Nov ’21 https://www.linkedin.com/posts/mattgershoff_analytics-activity-6868676626297823232-VqZ_
  48. 48. Media.Monks Proprietary & Confidential 48 Questions? Ask your favourite monk doug.hall@mediamonks.com

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