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Data Management Platforms
2014 Overview
data management platforms
an overview

© 2014
overview
•

Data Partners

1st Party

2nd Party

3rd Party

Data Normalization

© 2014
overview
Online / Offline

Search

Web
Web

Social
Social

Mobile
Mobile

© 2014

Structured & Unstructured

Search
Online...
overview
Audience Data

Web Analytics
App Analytics
Elements

•

CRM
POS
Video
Social
Purchase Data

© 2014
overview
•

Methodology

Declared

© 2014

Inferred

Modeled
overview
•

CRM Data
• Decorated
• Anonymized
• Actionable

CRM Onboarding

Cookies
[Identifier]
1st Party
Segments

Offli...
overview
•

Why a DMP?

Who is my
audience?
• Research &
Insight

© 2014

How do I target
them?
• Targeted
Media Buys

Aft...
market Landscape
competitive positioning

© 2014
landscape
•

Why use a DMP?

Align Media Companies’ Interests
Manage & Optimize Cross-Channel
Big Data Informs Business De...
landscape
•

DMP Evaluation

Criteria
•
•
•
•
•
•
•

© 2014

DMP Data Provider Partnerships
Data Collection & Normalizatio...
landscape
•

Market Landscape

Competition

High

Scale &
Depth of
Dataset

Low
Low
© 2014

Profiling Ability (# of Segmen...
landscape
•

Cover Complete Customer Life-Cycle
•

Market Leader: End-to-End Marketing with Adobe Marketing Suite

Life-Cy...
landscape
•

Market Opportunities

Trends

Mobile
• 1st & 3rd Party Data Sources
• Access to data, insights & reporting

C...
mobile
opportunity

© 2014
mobile
•

channel growth

© 2014
mobile
•

Percentage of Mobile Website Traffic

channel growth

© 2014
mobile

Mobile Cookies

•

•
•
•
•

cookie depreciation

iOS Default Settings Block 3rd Party Cookies
Android Accepts 3rd ...
mobile

ID is Key

•

•

device ID

Static Identifier
• Android: Android ID
• Static (Depreciates ~2 Years)
• iOS: Identif...
mobile

Mobile Browsers: One Step Removed
[Accessing Device ID]

•

mobile browsers

OS

App

Data

OS

Browser

Web [App]...
mobile

Mobile Data: Opportunity
[Exposed in Bid Request (BR) or Example Companies]

data
Operating System

(BR) i.e. iOS,...
mobile
•

Mobile Publishers: Pain Points

developers

Publisher
Spends time and money
building applications.

Lose-Lose
• ...
mobile
•

channel overview
Siloed Audience Targeting Data

Nominal Conversion Rates
•No standardized or accepted means of ...
mobile
•

remaining hurdles

ARPU
• 35.8%
Projected
Growth in
2014

© 2014

Ad Units
• IAB Rising
Star Ad
Units

Data
• DM...
mobile
•

Advertisers are Dependent

data management

© 2014
mobile
•

Advertisers are Dependent

data management

© 2014
mobile

Advertisers are Dependent
[…and Motivated]

•

data management

© 2014
strategy
implementation

© 2014
strategy
•

Minimize Market Education

shift budgets

Avoid
• Hiring
• Training

Extend Desktop Budgets
•

© 2014

Cross-D...
strategy
•

Overdue-Shift of Revenue for Publishers

mobile monetization

Mobile Monetization
• Initial Targeting Data
• C...
Questions / Comments
@KeithEPetri
www.KeithPetri.com
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2014 Overview of Mobile Opportunities for Data Management Platforms (DMPs)

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It’s 2014 and nearly everything is described as data-driven. From marketing to recruitment, all actives are quantified and leveraged in an algorithm to optimize a future, repetitive action. Data-centric strategies minimize waste and provide a competitive advantage.

Data Management Platforms (DMPs) provide the necessary infrastructure to append and normalize disparate datasets from varying sources – both structured and unstructured – determined from different methodologies with varying accuracy. All of this enables a client to onboard anonymous first party data to i) further decorate it and provide insights, and ii) make it actionable.

The following presentation is an overview of the desktop DMP industry as I see it today (2014) and how I view mobile as an opportunity for expansion of both technology and client budget.

Established DMPs have an opportunity to further commercialize their technology. I look forward to watching who makes the transition successfully.

[Sources available upon request: Keith.E.Petri@Gmail.com or @KeithEPetri]

Published in: Marketing
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2014 Overview of Mobile Opportunities for Data Management Platforms (DMPs)

  1. 1. Data Management Platforms 2014 Overview
  2. 2. data management platforms an overview © 2014
  3. 3. overview • Data Partners 1st Party 2nd Party 3rd Party Data Normalization © 2014
  4. 4. overview Online / Offline Search Web Web Social Social Mobile Mobile © 2014 Structured & Unstructured Search Online / Offline •
  5. 5. overview Audience Data Web Analytics App Analytics Elements • CRM POS Video Social Purchase Data © 2014
  6. 6. overview • Methodology Declared © 2014 Inferred Modeled
  7. 7. overview • CRM Data • Decorated • Anonymized • Actionable CRM Onboarding Cookies [Identifier] 1st Party Segments Offline Purchase History © 2014 Demographics Browser & Contextual Intent
  8. 8. overview • Why a DMP? Who is my audience? • Research & Insight © 2014 How do I target them? • Targeted Media Buys Afterwards, did it work? • Attribution
  9. 9. market Landscape competitive positioning © 2014
  10. 10. landscape • Why use a DMP? Align Media Companies’ Interests Manage & Optimize Cross-Channel Big Data Informs Business Decisions Preserve Privacy & Ensure Security © 2014
  11. 11. landscape • DMP Evaluation Criteria • • • • • • • © 2014 DMP Data Provider Partnerships Data Collection & Normalization Processes Segmentation & User Profile Management Audience Data Syndication Reporting & Analytics User Interface Client Services
  12. 12. landscape • Market Landscape Competition High Scale & Depth of Dataset Low Low © 2014 Profiling Ability (# of Segments) High
  13. 13. landscape • Cover Complete Customer Life-Cycle • Market Leader: End-to-End Marketing with Adobe Marketing Suite Life-Cycle Analytics TagManager AudienceManager Marketing Suite Efficient Frontier © 2014
  14. 14. landscape • Market Opportunities Trends Mobile • 1st & 3rd Party Data Sources • Access to data, insights & reporting Complete Coverage of Customer Life-Cycle • Horizontal Development to create an end-to-end, one-stop shop for Marketers Offline Data • Additional offline data will allow for more complete profiles. © 2014
  15. 15. mobile opportunity © 2014
  16. 16. mobile • channel growth © 2014
  17. 17. mobile • Percentage of Mobile Website Traffic channel growth © 2014
  18. 18. mobile Mobile Cookies • • • • • cookie depreciation iOS Default Settings Block 3rd Party Cookies Android Accepts 3rd Party Cookies All Platforms Clear Cookies in Cache on App Close or Phone Reset Cookies are Siloed; Inaccessible by other applications and browsers Mobile Cookie Performance [H1 2013] • • © 2014 67% of ads served on Safari browser were served with no cookie match • 66% of mobile impressions served overall. 41% of total mobile impressions served without cookies • Compared to 10% cookieless on desktop
  19. 19. mobile ID is Key • • device ID Static Identifier • Android: Android ID • Static (Depreciates ~2 Years) • iOS: Identifier for Advertisers (IDFA) • Consumer Controlled (Default: Open) Device Fingerprinting • • © 2014 A technique, which uses browser environment characteristics, like installed fonts, installed plugins, screen resolution, to generate an unique devicespecific fingerprint. Example Data Points: • Country Code • Device Brand • Device Model • Device Carrier • IP Address • Language • OS Name • OS Version • User Agent • Timestamp
  20. 20. mobile Mobile Browsers: One Step Removed [Accessing Device ID] • mobile browsers OS App Data OS Browser Web [App] © 2014 Data
  21. 21. mobile Mobile Data: Opportunity [Exposed in Bid Request (BR) or Example Companies] data Operating System (BR) i.e. iOS, Android Device Hardware (BR) i.e. iPhone, iPad, etc. Contextual Elements • (BR) i.e. App Name & iAB Category Language (BR; Limited to Browser) Current Geolocation (BR; Avail.) Geo Coordinates Retargeting Location Based Profile User Profiles CRM App Analytics © 2014
  22. 22. mobile • Mobile Publishers: Pain Points developers Publisher Spends time and money building applications. Lose-Lose • Advertiser does not meet campaign KPI. • Publisher yields low revenue. © 2014 Monetization Deploys applications on the market. Monetizes through advertisements. Inventory Huge supply results in bids for irrelevant impressions. Networks Lower eCPMs and CTRs than any other ad channel. Targeting Advertiser cannot discover desired audience due to lack of data on mobile.
  23. 23. mobile • channel overview Siloed Audience Targeting Data Nominal Conversion Rates •No standardized or accepted means of cross-channel attribution. Advertisers Missing KPIs per Campaign •Or unable to measure results and attribute revenues to investments. Minimized Spend •While total investment in mobile search, display, video, and social grows, CPM costs are nominal. Publisher’s Potential Revenue Limited © 2014
  24. 24. mobile • remaining hurdles ARPU • 35.8% Projected Growth in 2014 © 2014 Ad Units • IAB Rising Star Ad Units Data • DMP’s Opportunity
  25. 25. mobile • Advertisers are Dependent data management © 2014
  26. 26. mobile • Advertisers are Dependent data management © 2014
  27. 27. mobile Advertisers are Dependent […and Motivated] • data management © 2014
  28. 28. strategy implementation © 2014
  29. 29. strategy • Minimize Market Education shift budgets Avoid • Hiring • Training Extend Desktop Budgets • © 2014 Cross-Device
  30. 30. strategy • Overdue-Shift of Revenue for Publishers mobile monetization Mobile Monetization • Initial Targeting Data • Cross-Channel Attribution Models • Impressions are not enough, data is a valuable asset currently unleveraged by majority of mobile publishers/developers • Opportunity with mid-tier and long-tail Mobile Analytics & Insights • Limited options outside of analytics to understand mobile consumer demographics. • Data visualization tool; used for ad operations, sales, marketing, analytics and research Consumer Purchase Decision • Visualize customer’s location in the conversion funnel © 2014 Keith Petri, 2013
  31. 31. Questions / Comments @KeithEPetri www.KeithPetri.com

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