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From Information to Audiences:
The Emerging Marketing Data Use Cases

Jonathan Margulies                 March 1, 2012
Managing Director
Thanks to Our Sponsors!
Winterberry Group: Helping Advertising, Marketing, Media and
Information Companies Grow Value


                                       Strategic Consulting
          • Corporate Strategy Development
          • Market Intelligence
          • Marketing Process Optimization
          • M&A Transaction Diligence Support
          • Investment Banking Services, through
Our Agenda

From Information to Audiences
What inspired the research?
What role is data playing in
digital advertising today?
How should we be thinking
about our “data strategy” for
the future?
In the Beginning, There Were Subscriber Files…




                 Name:
                 Addre
                       ss:

 H. Catalogus
(0-~1980 A.D.)
… Which Begat Demographic “Selects,” Data Cards and the First True
Commercial Data Models…




                                       NAME       ADDRESS



                                       PHONE
                                                   GENDER


                                        AGE
                                                     INCOME

 H. Catalogus      H. Mailinglistus
 (-~1980 A.D.)        (~1980s)
… Which Begat Modeling, Cluster Segmentation, Cooperative Databases
and—With the Arrival of the Internet—E-mail Data…




 H. Catalogus     H. Mailinglistus
 (-~1980 A.D.)       (~1980s)
… Which, In Concert with the Growth of “CRM,” Gave Rise to
Sophisticated Database Management, CDI and MDM Infrastructures…

“Customer File”: Contact Info,
                                                              Persistent Identifiers
    CRM, Demographics


  “Prospect File”: Demographics,
          Credit Scores
                                                            Interactions Logs



  Transactional / Loyalty Records                     “Single Source of the Truth”



            Public Records



        Self-Reported “Intent” Data   Mr. John Q. Customer
                                      One Response Rate Way           H. Analyticus
                                      Boston, MA 01234               (~1990-2000s)
But “Evolution” Isn’t Always Painless; The Emergence of Digital Channels
Has Brought With It a Deluge of New Data Sources


       Direct Mail
       Call Centers
       Catalogs
       Retail Transactions
       Print Publications
       Broadcast Outlets
       Email
And Those Various Channels Generate—and Rely Upon—a Range of
Information Types


                                                                     Transactional added from
        Psychographic and behavioral                               purchase records, cooperative
       compiled from surveys, analytical                                    databases
                   models
                                                   Offline                                  Social compiled from
                                                  Providers
                                                                                             social sites, blogs,
       Geo-                                                             Social Sites /         sharing sites,
  Demographic             Offline                                         Online
  compiled from          Compilers                                       Providers


                                                    ?
   publishers,                                                                           Online Data Types:
 databases and                                                                           • Registrations
other third parties                                                                      • Cookies (Flash) /
                                                                                           browsing activities
                               Publisher
                                                                   Portals /             • Social networks
                                                                    Online               • Online purchase data
                                   s
                                                                  Compilers              • In-market purchase intent



                      Artwork Source: David Harbaugh, Harvard Business Review
… And So “Traditional” Database Infrastructures Are Being Asked to
 Support Vast New Streams of Unstructured Information




                                                         ?
          Behavioral (Clickstream)

   Intent (Opt-In/Registered and
             Inferred)

       Web Analytics (Geo-/
         Technographic)

“Customer File”: Contact Info and
        Demographics

      “Prospect File”: CRM
   Demographics, Credit Scores


     Transactional / Loyalty Records


                Public Records

                                                            H. Digitalus
            Self-Reported “Intent” Data                   (~2009-Today)
But The Integration of “Traditional” and “Digital” Data Poses a Set of
Unique Challenges, Owing To Discrepancies Between…

  Known Names/Addresses…                 “Batch” Processing…

                    m er
          n Q. Custo Way
   Mr. Joh onse Rate
          esp
   One R , M A 01234
          n
    Bosto
    … and Anonymous IP Addresses            … and Real-Time Deployment

  Campaign-Driven Execution…             Single-Channel Focus…




     … and Continuous Targeting               … and Integrated Marketing
Today, The “Use Cases” for Marketing Data Differ Substantially Across
Addressable Media
Our Agenda

From Information to Audiences
What inspired the research?
What role is data playing in
digital advertising today?
How should we be thinking
about our “data strategy” for
the future?
Our Panel: Senior Thought Leaders Across the Data Ecosystem


                                   “Which Best Describes Your Job Role / Function?”




N=176
Source: Winterberry Group survey
“To What Extent Are the Following Use Cases Focal Points of Your
 CURRENT Data-Driven Marketing Activity?”




                                     Not a focus of our       A significant focus of
Source: Winterberry Group survey   current data utilization     our current data
                                                                   utilization
“To What Extent Do You Believe The Following Use Cases Will Be Focal
 Points of Your FUTURE Data-Driven Marketing Activity?”




                                   Not likely to be a focus   Likely to be a significant
Source: Winterberry Group survey     of our future data       focus of our future data
                                          utilization                 utilization
Use Case: Audience Optimization

Identifying customers and likely        Fundamental      Effectiveness: Identifying customers
prospects through the integration of    Advertising      and likely prospects through the
rich (though disparate) data sources;   Benefit          integration of first- and third-party data
managing cross-channel marketing                         sources
execution with the goal of engaging
those audiences strategically—and in    Maturity Level   Low: Despite technology advances,
accordance with consumers’ preferred                     uncertainty around the optimal
advertising media.                                       approach to structured integration of
                                                         data

                                        Core             E-commerce Marketers, Digital
                                        Beneficiaries    Advertisers, Lead Generation Portals,
                                                         Publishers (for traffic acquisition)



                                        Long-Term        High: The ability to define high-
                                        Potential        potential audiences and facilitate
                                                         multichannel communication
                                                         represents a fundamentally new way of
                                                         marketing
Use Case: Channel Optimization

                                        Fundamental      Effectiveness/ Efficiency: Enabling “right
                                        Advertising      message, at the right time, via the right
Enabling “right message, at the right
                                        Benefit          media” targeting; expanding the role of
time, via the right media” targeting;
expanding the role of consumers in                       consumers in choosing
choosing optimal/preferred                               optimal/preferred communications
communications media.                                    media

                                        Maturity Level   Low: Traditional marketing efforts are
                                                         channel-specific; “channel agnostic”
                                                         internal alignment that most marketers
                                                         have not yet undertaken

                                        Core             E-commerce Marketers, Digital
                                        Beneficiaries    Advertisers, Lead Generation Portals,
                                                         Publishers (for traffic acquisition)

                                        Long-Term        High: Media-agnostic communication
                                        Potential        strategies will enhance consumer
                                                         engagement (through dialogue and
                                                         purchase behavior)
Use Case: Advertising Yield Optimization

                                           Fundamental      Efficiency: Maximizing the value of
                                           Advertising      available advertising inventory by
Maximizing the value of available
                                           Benefit          identifying and “selling” high-value
advertising inventory by identifying and
“selling” high-value audiences across                       audiences across individual publisher
individual publisher properties and                         properties and delivery media
delivery media.
                                           Maturity Level   Low: Though technological advances
                                                            are rapidly allowing audiences to be
                                                            “sold” across distinct online media
                                                            platforms, the use case demands true
                                                            cross-channel yield optimization
                                           Core             Publishers
                                           Beneficiaries


                                           Long-Term        High: For a publisher community
                                           Potential        struggling to effectively monetize
                                                            content, the identification and
                                                            optimization of audience-centric
                                                            inventory has the potential to deliver
                                                            substantial revenue opportunities
Use Case: Targeted Media Buying

                                         Fundamental      Efficiency/Effectiveness: Enabling the
                                         Advertising      economical, value-oriented purchase of
Enabling the economical, value-
                                         Benefit          advertising media; delivering targeted
oriented purchase of advertising
media; delivering targeted messages to                    messages to audiences across a diverse,
audiences across a diverse, actionable                    actionable range of channels
range of channels.
                                         Maturity Level   Intermediate: “Real-time bidding” (RTB)
                                                          tools have matured substantially over
                                                          the past few years, and are in common
                                                          use by enterprise marketers across
                                                          verticals
                                         Core             Marketers (via Demand-Side Platforms),
                                         Beneficiaries    Digital Agencies/Trading Desks


                                         Long-Term        High: Meaningful media-buying
                                         Potential        efficiencies are already accruing to
                                                          sophisticated users; coordinated use of
                                                          these applications and the targeted
                                                          messaging/offer tools will deepen value
“To What Extent is Your Company (Or Your Clients) Realizing Value From
 the Following Data Sources?“




                                         We (or our clients) are    We (or our clients) are
Source: Winterberry Group survey         realizing no value from   realizing significant from
                                           these data sources         these data sources
“To What Extent Do You Believe Each of the Following Are Driving
 Deeper Interest/Investment in Marketing Data?”




                                     Not a focus of our       A significant focus of
Source: Winterberry Group survey   current data utilization     our current data
                                                                   utilization
“To What Extent Do You See the Following Attributes Driving the
 Underlying Usefulness of a Marketing Dataset?”




                                   Not at all important in   Critically important
                                   driving the value of a    in driving the value
Source: Winterberry Group survey          data set               of a data set
“To What Extent Do You Believe Each of the Following Are Inhibiting
 Interest/Investment in Marketing Data?”




                                          Not inhibiting interest /   Substantially inhibiting
Source: Winterberry Group survey               investment in          interest / investment in
                                              marketing data              marketing data
Our Agenda

From Information to Audiences
What inspired the research?
What role is data playing in
digital advertising today?
How should we be thinking
about our “data strategy” for
the future?
The Complexity of Today’s Advertising and Marketing Programs Has
Driven Many to Re-Examine their Internal Operating Silos


 What’s at stake?            Holistic Marketing
 • Data                    Process Management
 • Strategic Resources/Authority
 • Creative Assets
                                     Effective People
 • Investment Capital
 • Knowledge/Expertise                Management                                 Brand Mktg.
                                                        Digital   Direct Mktg.
                              LoBs      Sales
               Fin.   Int’l                             Mktg.
          IT
Requirement: Improved Operating Structures



                             Holistic Marketing
                             Efficient, Effective
                           Process Management
                            Ad./Mktg. Execution



                                                         Strategic
                         Effective People
                          Management
                                                         Utilization
           Process       People             Technology
                                                           of the
           Design        Mgmt.               Deploy.
                                                          Supply
                                                           Chain
Requirement: Rules-Driven Integration of Disparate Data Sets




                           Anonymization
      First-Party           Aggregation            Third-Party
Requirement: A Strong Network of Data-Centric Technology and Service
 Partners
Real-Time Media Buying
                            Asset Management
Ad Serving
                            Scheduling/Routing
Distributed Mktg. Mgmt.
                                 Ad Operations
Budgeting
                          Business Rules Mgmt.
Creative Production
                          Creative Optimization
Yield Management
                               Data Processing
Ad Verification
                                 Web Analytics
Campaign Management
Requirement: Marketing Data Governance




          PII vs. Non-PII                External & Self-Regulation




          Transparency                   Marketing Use Guidelines
“To What Extent Do the Following Reflect Your Long-Term (2013 and
 Beyond) Priorities for Improving the Usefulness of Marketing Data?”

                  Improving attribution across channels                                                       4.1

            Integrating across different data collection…                                               3.9

                 Improving access to granular audience…                                                 3.9

         Identifying dedicated data staff and building…                                                 3.9

                           Improving automation abilities                                               3.9

       Improving data hygiene and quality assurance                                               3.7

       Linking data inputs (and the appropriate rules…                                            3.7

         Extracting greater value from the use of data…                                           3.7

      Simplifying the processes by which third-party…                                            3.6

    Reducing latency / processing data more rapidly                                             3.5

          Storing / warehousing data more efficiently                                      3.4

     Clarifying regulatory barriers to data utilization                                   3.3

                                                            1                     2   3                 4                       5
                                                         Not a priority for us                    Very important priority for
Source: Winterberry Group survey                        (or our clients) in the                    us (or our clients) in the
                                                              long term                                    long term
Thanks to Our Sponsors and Contributors!




Jonathan Margulies
Managing Director
jmargulies@winterberrygroup.com
(212) 842-6031

www.winterberrygroup.com/ourinsights
www.iab.net/marketingdatause

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IAB/Winterberry Group Member Webinar: "From Information to Audiences--The Emerging Marketing Data Use Cases"

  • 1. From Information to Audiences: The Emerging Marketing Data Use Cases Jonathan Margulies March 1, 2012 Managing Director
  • 2. Thanks to Our Sponsors!
  • 3. Winterberry Group: Helping Advertising, Marketing, Media and Information Companies Grow Value Strategic Consulting • Corporate Strategy Development • Market Intelligence • Marketing Process Optimization • M&A Transaction Diligence Support • Investment Banking Services, through
  • 4. Our Agenda From Information to Audiences What inspired the research? What role is data playing in digital advertising today? How should we be thinking about our “data strategy” for the future?
  • 5. In the Beginning, There Were Subscriber Files… Name: Addre ss: H. Catalogus (0-~1980 A.D.)
  • 6. … Which Begat Demographic “Selects,” Data Cards and the First True Commercial Data Models… NAME ADDRESS PHONE GENDER AGE INCOME H. Catalogus H. Mailinglistus (-~1980 A.D.) (~1980s)
  • 7. … Which Begat Modeling, Cluster Segmentation, Cooperative Databases and—With the Arrival of the Internet—E-mail Data… H. Catalogus H. Mailinglistus (-~1980 A.D.) (~1980s)
  • 8. … Which, In Concert with the Growth of “CRM,” Gave Rise to Sophisticated Database Management, CDI and MDM Infrastructures… “Customer File”: Contact Info, Persistent Identifiers CRM, Demographics “Prospect File”: Demographics, Credit Scores Interactions Logs Transactional / Loyalty Records “Single Source of the Truth” Public Records Self-Reported “Intent” Data Mr. John Q. Customer One Response Rate Way H. Analyticus Boston, MA 01234 (~1990-2000s)
  • 9. But “Evolution” Isn’t Always Painless; The Emergence of Digital Channels Has Brought With It a Deluge of New Data Sources Direct Mail Call Centers Catalogs Retail Transactions Print Publications Broadcast Outlets Email
  • 10. And Those Various Channels Generate—and Rely Upon—a Range of Information Types Transactional added from Psychographic and behavioral purchase records, cooperative compiled from surveys, analytical databases models Offline Social compiled from Providers social sites, blogs, Geo- Social Sites / sharing sites, Demographic Offline Online compiled from Compilers Providers ? publishers, Online Data Types: databases and • Registrations other third parties • Cookies (Flash) / browsing activities Publisher Portals / • Social networks Online • Online purchase data s Compilers • In-market purchase intent Artwork Source: David Harbaugh, Harvard Business Review
  • 11. … And So “Traditional” Database Infrastructures Are Being Asked to Support Vast New Streams of Unstructured Information ? Behavioral (Clickstream) Intent (Opt-In/Registered and Inferred) Web Analytics (Geo-/ Technographic) “Customer File”: Contact Info and Demographics “Prospect File”: CRM Demographics, Credit Scores Transactional / Loyalty Records Public Records H. Digitalus Self-Reported “Intent” Data (~2009-Today)
  • 12. But The Integration of “Traditional” and “Digital” Data Poses a Set of Unique Challenges, Owing To Discrepancies Between… Known Names/Addresses… “Batch” Processing… m er n Q. Custo Way Mr. Joh onse Rate esp One R , M A 01234 n Bosto … and Anonymous IP Addresses … and Real-Time Deployment Campaign-Driven Execution… Single-Channel Focus… … and Continuous Targeting … and Integrated Marketing
  • 13. Today, The “Use Cases” for Marketing Data Differ Substantially Across Addressable Media
  • 14. Our Agenda From Information to Audiences What inspired the research? What role is data playing in digital advertising today? How should we be thinking about our “data strategy” for the future?
  • 15. Our Panel: Senior Thought Leaders Across the Data Ecosystem “Which Best Describes Your Job Role / Function?” N=176 Source: Winterberry Group survey
  • 16. “To What Extent Are the Following Use Cases Focal Points of Your CURRENT Data-Driven Marketing Activity?” Not a focus of our A significant focus of Source: Winterberry Group survey current data utilization our current data utilization
  • 17. “To What Extent Do You Believe The Following Use Cases Will Be Focal Points of Your FUTURE Data-Driven Marketing Activity?” Not likely to be a focus Likely to be a significant Source: Winterberry Group survey of our future data focus of our future data utilization utilization
  • 18. Use Case: Audience Optimization Identifying customers and likely Fundamental Effectiveness: Identifying customers prospects through the integration of Advertising and likely prospects through the rich (though disparate) data sources; Benefit integration of first- and third-party data managing cross-channel marketing sources execution with the goal of engaging those audiences strategically—and in Maturity Level Low: Despite technology advances, accordance with consumers’ preferred uncertainty around the optimal advertising media. approach to structured integration of data Core E-commerce Marketers, Digital Beneficiaries Advertisers, Lead Generation Portals, Publishers (for traffic acquisition) Long-Term High: The ability to define high- Potential potential audiences and facilitate multichannel communication represents a fundamentally new way of marketing
  • 19. Use Case: Channel Optimization Fundamental Effectiveness/ Efficiency: Enabling “right Advertising message, at the right time, via the right Enabling “right message, at the right Benefit media” targeting; expanding the role of time, via the right media” targeting; expanding the role of consumers in consumers in choosing choosing optimal/preferred optimal/preferred communications communications media. media Maturity Level Low: Traditional marketing efforts are channel-specific; “channel agnostic” internal alignment that most marketers have not yet undertaken Core E-commerce Marketers, Digital Beneficiaries Advertisers, Lead Generation Portals, Publishers (for traffic acquisition) Long-Term High: Media-agnostic communication Potential strategies will enhance consumer engagement (through dialogue and purchase behavior)
  • 20. Use Case: Advertising Yield Optimization Fundamental Efficiency: Maximizing the value of Advertising available advertising inventory by Maximizing the value of available Benefit identifying and “selling” high-value advertising inventory by identifying and “selling” high-value audiences across audiences across individual publisher individual publisher properties and properties and delivery media delivery media. Maturity Level Low: Though technological advances are rapidly allowing audiences to be “sold” across distinct online media platforms, the use case demands true cross-channel yield optimization Core Publishers Beneficiaries Long-Term High: For a publisher community Potential struggling to effectively monetize content, the identification and optimization of audience-centric inventory has the potential to deliver substantial revenue opportunities
  • 21. Use Case: Targeted Media Buying Fundamental Efficiency/Effectiveness: Enabling the Advertising economical, value-oriented purchase of Enabling the economical, value- Benefit advertising media; delivering targeted oriented purchase of advertising media; delivering targeted messages to messages to audiences across a diverse, audiences across a diverse, actionable actionable range of channels range of channels. Maturity Level Intermediate: “Real-time bidding” (RTB) tools have matured substantially over the past few years, and are in common use by enterprise marketers across verticals Core Marketers (via Demand-Side Platforms), Beneficiaries Digital Agencies/Trading Desks Long-Term High: Meaningful media-buying Potential efficiencies are already accruing to sophisticated users; coordinated use of these applications and the targeted messaging/offer tools will deepen value
  • 22. “To What Extent is Your Company (Or Your Clients) Realizing Value From the Following Data Sources?“ We (or our clients) are We (or our clients) are Source: Winterberry Group survey realizing no value from realizing significant from these data sources these data sources
  • 23. “To What Extent Do You Believe Each of the Following Are Driving Deeper Interest/Investment in Marketing Data?” Not a focus of our A significant focus of Source: Winterberry Group survey current data utilization our current data utilization
  • 24. “To What Extent Do You See the Following Attributes Driving the Underlying Usefulness of a Marketing Dataset?” Not at all important in Critically important driving the value of a in driving the value Source: Winterberry Group survey data set of a data set
  • 25. “To What Extent Do You Believe Each of the Following Are Inhibiting Interest/Investment in Marketing Data?” Not inhibiting interest / Substantially inhibiting Source: Winterberry Group survey investment in interest / investment in marketing data marketing data
  • 26. Our Agenda From Information to Audiences What inspired the research? What role is data playing in digital advertising today? How should we be thinking about our “data strategy” for the future?
  • 27. The Complexity of Today’s Advertising and Marketing Programs Has Driven Many to Re-Examine their Internal Operating Silos What’s at stake? Holistic Marketing • Data Process Management • Strategic Resources/Authority • Creative Assets Effective People • Investment Capital • Knowledge/Expertise Management Brand Mktg. Digital Direct Mktg. LoBs Sales Fin. Int’l Mktg. IT
  • 28. Requirement: Improved Operating Structures Holistic Marketing Efficient, Effective Process Management Ad./Mktg. Execution Strategic Effective People Management Utilization Process People Technology of the Design Mgmt. Deploy. Supply Chain
  • 29. Requirement: Rules-Driven Integration of Disparate Data Sets Anonymization First-Party Aggregation Third-Party
  • 30. Requirement: A Strong Network of Data-Centric Technology and Service Partners Real-Time Media Buying Asset Management Ad Serving Scheduling/Routing Distributed Mktg. Mgmt. Ad Operations Budgeting Business Rules Mgmt. Creative Production Creative Optimization Yield Management Data Processing Ad Verification Web Analytics Campaign Management
  • 31. Requirement: Marketing Data Governance PII vs. Non-PII External & Self-Regulation Transparency Marketing Use Guidelines
  • 32. “To What Extent Do the Following Reflect Your Long-Term (2013 and Beyond) Priorities for Improving the Usefulness of Marketing Data?” Improving attribution across channels 4.1 Integrating across different data collection… 3.9 Improving access to granular audience… 3.9 Identifying dedicated data staff and building… 3.9 Improving automation abilities 3.9 Improving data hygiene and quality assurance 3.7 Linking data inputs (and the appropriate rules… 3.7 Extracting greater value from the use of data… 3.7 Simplifying the processes by which third-party… 3.6 Reducing latency / processing data more rapidly 3.5 Storing / warehousing data more efficiently 3.4 Clarifying regulatory barriers to data utilization 3.3 1 2 3 4 5 Not a priority for us Very important priority for Source: Winterberry Group survey (or our clients) in the us (or our clients) in the long term long term
  • 33. Thanks to Our Sponsors and Contributors! Jonathan Margulies Managing Director jmargulies@winterberrygroup.com (212) 842-6031 www.winterberrygroup.com/ourinsights www.iab.net/marketingdatause

Editor's Notes

  1. -- The span of marketing “use cases” is broad, and the only way to really understand what’s working and what’s not was to poll the entire data ecosystem -- We set out to learn a few things: How mature is your deployment of each of these “use cases” (however you might define them)? How much value are you receiving from your efforts? To what extent do you expect that each of these will be part of your mainstream advertising/marketing strategy in the future?
  2. -- In kicking off our efforts, we turned to a very senior-level panel of marketing data decision-makers -- Included in-person, telephone and online surveys with 176 senior decision makers… spanning advertisers/marketers, publishers, agencies, marketing service providers, technology developers and other folks who are using data or involved in the compilation and processing of information
  3. -- We started, as you might imagine, by asking our panelists to assess a very wide range of potential use cases AS THEY’RE DEPLOYED TODAY—essentially, tell us how intensely they’ve been focusing on almost every use case we had been hearing about -- What you see here, simply, is that there is pretty substantial interest in a wide range of use cases. If we assume that every instance that scored “3” or higher is rising in interest, then at least 10 major data applications are growing in demand, with at least half of those attracting substantial resources
  4. -- Next: we asked the same panelists to take a look into the future and guess which use cases they expected would grow in importance -- For the most part, the lineup of “priority” use cases remained the same… with one exception. Panelists said OFFER OPTIMIZATION would grow substantially in importance… -- And when you think about it, that use case—which really speaks to advertisers’ ability to imbue their online ads with very specific, targeted, relevant content on offers that are personalized to the consumer or cohorts of consumer—really does speak to the great potential of online advertising: the ability to target not just on the basis of MEDIA…. or PRODUCT…. or even “AUDIENCE”… but at the granular intersection of all three of those -- It’s worth drilling down more deeply into the “big four” use cases we identified
  5. -- The first use case is something of a hybrid of the ad and offer targeting cases we asked about, and is very much at the heart of the innovation efforts in the online marketing world today -- All about identifying actionable audiences from disparate data sets, including first- and third-party resources -- Ultimately, the goal is to reach and ENGAGE these audiences (and MICROaudiences, really) across media, using online behaviors as the baseline -- The challenge, though, is in identifying and maintaining a steady dialogue… given limitations with respect to tracking and specific user identification. Does an IP address always constitute a specific “audience” member? How do we track these audiences across “traditional” media? -- These are significant challenges. And even though great investment and effort is going into this use case today, it’s why maturity remains very low
  6. -- The second use case is closely related to the first one, but adds an element of audience DECISION-MAKING to the mix -- Channel optimization is all about developing strategies that seek to deploy the “right media, at the right time… to the right audience,” irrespective of the actual message -- Part of this is and ought to be dictated by the user (through preferences). And part of this resides in true marketing “science,” through predictive preference modeling -- But on both counts, the industry is still immature. Preference centers are common in email marketing, for example… and beginning to gain in prominence on the display side (especially moreso now that the industry and government are coalescing around a series of standards that provide for consumer choice over their “trackability”), but true MULTICHANNEL optimization is a long ways off -- The potential, though, is very high. And it will require deep data integration (and a lot of historical attribution/performance data) in order for this to grow
  7. -- The third use case is the only one specific to PUBLISHERS, rather than advertisers… and it speaks to the integration of data to drive the value of individual media units, essentially allowing publishers to set optimal pricing for their ad units in alignment with the potential of the audiences beneath them -- The real value here is in being able to show true value for an ad unit, which has been elusive for centuries. (John Wanamaker’s: “I know half of my advertising is wasted…”) -- A brewing debate here continues. Between data and technology constituencies who see this as driving substantial efficiencies to the way that ads are sold… to current-state ad sales teams who see this as a threat to their ability to package large ad units for sale -- This is a case where the potential is likely high, but a substantial educational and re-engineering effort will be needed to align the interests of buyers and sellers
  8. -- The final “big picture” use case is really the flip-side of yield optimization… and that’s the buying of media on the basis of likely AUDIENCE through efficient, targeted media platforms -- This is the one case where maturity levels have finally grown to an “intermediate” point… and that’s because, in simple terms, buying “targeted” media has been happening in one form or another for many years. What has emerged over just the past few, though, has been a new array of technologies (like RTB and demand-side platforms) that essentially allow for the automation of very manual, time-consuming purchase decisions -- The great potential here is in continuing to improve the quality/effectiveness of ad TARGETING… and in exporting these tools to a variety of other media to deliver seamlessness across the advertising effort -- At the heart of that, as in the case with the other use cases, is identifying which data elements really add value…
  9. -- And when we asked panelists, it wasn’t surprising to see that FIRST-PARTY resources deliver the most value. Especially those that provide very tailored detail into target audiences and their past purchase behaviors and likely needs/wants as expressed through the social graph -- The challenge for the industry will reside in deriving value from the vast array of THIRD-PARTY resources which are in tremendous supply and we know can add substantial value if integrated appropriately into a holistic analysis
  10. -- That thinking was expressed, too, when we asked what’s driving greater investment in data: the need to make better use of proprietary data, and the need to export those insights across a range of other media applications -- Ironically, that “multichannel integration” point could just as well speak to the potential impact of third-party data
  11. -- Foremost among priorities, though, is the need for data to be accurate, recent and insightful. Specific priorities here will vary substantially across vertical markets, though. What’s “recent” or “insightful” for an auto campaign, for example, will vary substantially for a campaign for CPG products… the lifetime value of the customer, timing of the message, and depth of supporting detail all differing in potential impact
  12. -- Ultimately, though, progress on all of the above fronts will require a new effort to make data a centerpiece of the multichannel advertising strategy
  13. Fade from silos to 4 different pillars holding up marketing infrastructure
  14. Fade from silos to 4 different pillars holding up marketing infrastructure