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Tomorrow's DMP Today: A CTO Moment

Data Matters 2015, Las Vegas

Krux CTO, Vivek Vaidya, talks about the latest innovations in data management and highlights Krux DMP's chief differentiator: COMPLETENESS.

Krux Completeness enables marketers and publishers to capture and store 100% of data across all channels, screens and systems in real time. That means you have on-demand access to all your data--even if it wasn't pre-defined as an audience segment.

Learn more about Krux DMP Completeness: http://www.krux.com/next-gen-dmp/data-completeness/

Read more about Data Matters on our blog: http://www.krux.com/blog/data-driven-marketing/10-bytes-of-wisdom-on-data-driven-advertising-marketing/

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Tomorrow's DMP Today: A CTO Moment

  1. 1. © 2015 Tomorrow’s DMP Today: A CTO Moment Vivek Vaidya CTO, Co-Founder, Krux
  2. 2. 2 CRM Other Lists & Stores OFFLINE DATA COLLECTION ETL PROCESS DATA BASE WEB SERVER APPLICATION EMAIL MANAGEMENT SYSTEM CONTACT MANAGEMENT SYSTEM Data Platform Architecture Yesterday… Data Platform
  3. 3. 3  Devices  Sources  Known & Unknown Today, Identity Matters… CRM Other Lists & Stores Data Platform
  4. 4. 4 …Completeness Matters Next-Gen DMP Data Flow Data Collection Data Storage Captures 100% of your data, 100% of the time, across 100% of your users and systems 100% of the data on-hand and on-demand in a complete data architecture Open Taxonomy Data does not need to “fit” into a prescribed structure. All data can be used on-demand Removes Observational Bias Avoids Business Delays Cures Forgetful Execution  Flexible Ingestion  Analysis & Segmentation  Seamless Activation First-Gen DMP Data Flow Data Storage Lost Data Data Collection Pre-defined Taxonomy CRM Other Lists & Stores Data Platform
  5. 5. CRM Other Lists & Stores Data Platform 5 Real Time Matters…  Activation  Measurement  Optimization 1 - 3 4 – 9 10 - 15 16 - 30 38% 22% 12% 16% 12%Percent of total 31 + 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 Impressions Under Delivery On Target Spill Waste Excessive Waste Sweet Spot
  6. 6. 6 Henrys Predominantly Male 24 – 37 > 100k GENDER AGE INCOME High Earners Not Rich Yet
  7. 7. 7 SEGMENT BUILDER
  8. 8. 8
  9. 9. 9 Campaign Begins 2 Weeks Later
  10. 10. 10
  11. 11. 11
  12. 12. 12
  13. 13. 13 Campaign Continues 1 Week Later
  14. 14. 14
  15. 15. 15 41.3% 10.7%5.3%6.3%21.1%7.4%11.6% 3.3% 9.3%
  16. 16. 16
  17. 17. 17
  18. 18. 18 …Engagement Matters Most!  Know the Person  Find your Audience  Measure your Campaign  Optimize the Experience IMPROVE ENGAGE ANALYZE
  19. 19. LOGS (FULL, REDUNDANT, ALWAYS-ON ACCESS) DATA COLLECTION SERVERS (DISTRIBUTED, LOW-LATENCY) KRUX CLOUD OPERATING SYSTEM NOSQL (DISTRIBUTED, LOW-LATENCY) DISTRIBUTED REALTIME WEB SERVICES INFRASTRUCTURE CLOUD DATA PROCESSING/ETL WEB DATA (DESKTOP/M OBILE) APPS OTT HTTP HADOOP SPARK KAFKA REPORTS DATA WAREHOUSE RDBMS (SQL) KRUX CONTROL TAG KRUX FOR MOBILE DATA TABLEAU KONSOLE WEB DATA (DESKTOP/MOBILE) APPS OTT HTTP USER DATA SERVICE CONTENT CONNECTOR ACTIVATIONCOLLECTION ANALYSIS 19 The DMP For Tomorrow… Online & Mobile Data Data Protection Privacy Settings 2nd Party Partner Data Campaign & Contextual Data 3rd Party Data Customer Characteristic s, Engagement & Actions Segmentation & Discovery Cross-Channel Campaign Analytics Customizatio n Content/Creat ive CRM/Email Direct Buys Programm atic Buying/Sel ling Tag Management Cross-Device SearchCross- Channel Controls Actionable Segments Online & Mobile Data Data Protection Privacy Settings 2nd Party Partner Data Campaign & Contextual Data 3rd Party Data Customer Characteristics, Engagement & Actions Segmentation & Discovery Cross-Channel Campaign Analytics Customization Content/Creative CRM/Email Direct Buys Programmatic Buying/Selling Cross-Channel Controls Actionable Segments Tag Management Cross-Device Search
  20. 20. Thank you. krux.com

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