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Fundamentally, digital marketing IS data activation
Enhance
targeting and
optimization of
paid media
Enable
personalizatio...
Supported by a data infrastructure and advanced analytics
Premium display
Content marketing
Email
Personalization
Marketin...
Increases in
digital sales
Improved cross
channel attribution
Personalized offers
targeted to known &
anonymous users
Impr...
Web / mobile analytics,
Campaign management /
Content personalization
Data management platform
(DMP)
A customer data platf...
Five core beliefs: Mobilizing for data activation at scale
1
2
3
4
5
Mobilize cross functional leaders around the opportun...
Today’s key takeaways
A data
activation
foundation is
not optional
Be creative –
do not let
legacy stand
in the way
Somebo...
McKinsey & Company 8
Jason Heller
Global Lead, Digital Marketing Operations
Jason_heller@mckinsey.com @jasonheller
Data Activation
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Data Activation

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Fundamentally, digital marketing IS data activation.

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Data Activation

  1. 1. Fundamentally, digital marketing IS data activation Enhance targeting and optimization of paid media Enable personalization of owned channels 1010010010001010001010110101110010 10100100100010100010101101011100101010010010001010001010110101110010 1010010010001010001010110101110010 Media data Social data Transaction data 3rd party data Call center data Engagement data
  2. 2. Supported by a data infrastructure and advanced analytics Premium display Content marketing Email Personalization Marketing automation Social care Affiliates Native ads Social ads Programmatic display Retargeting Upper funnel SEM Targeted on-site offers Social engagement Content marketing Abandonment triggered email Lower funnel SEM SEO Mobile app Many use cases across the customer decision journey Supported by a data infrastructure and advanced analytics Advocate Buy Experience Consider Evaluate Bond
  3. 3. Increases in digital sales Improved cross channel attribution Personalized offers targeted to known & anonymous users Improved targeting across media channels Targeted media Creative iteration + +Personalization A simple and effective organizing framework Data Decisioning Distribution 360°customer view Adressability management Customer scoring Advanced analytics Offer management =
  4. 4. Web / mobile analytics, Campaign management / Content personalization Data management platform (DMP) A customer data platform (CDP) at the core Customer data platform Email / marketing automation Ad server Affiliate platform Attribution platform Data storage and management Campaign execution Analytics and performance Distribution paid channels Content management system, website and mobile services A/B / MVT platform Advanced analytics Distribution owned channels SEM bid management tool Demand-side platform (DSP) Marketing datamart Core data and decisioning Tag manager
  5. 5. Five core beliefs: Mobilizing for data activation at scale 1 2 3 4 5 Mobilize cross functional leaders around the opportunity Get creative about navigating the legacy Walk before you run Prioritize “lighthouse” projects to kick-start execution Let data activation drive your new marketing operations model
  6. 6. Today’s key takeaways A data activation foundation is not optional Be creative – do not let legacy stand in the way Somebody must own mobilizing the organization Advocate Buy Experience Consider Evaluate Bond
  7. 7. McKinsey & Company 8 Jason Heller Global Lead, Digital Marketing Operations Jason_heller@mckinsey.com @jasonheller

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