Fundamentally, digital marketing IS data activation.

2. Fundamentally, digital marketing IS data activation
Enhance
targeting and
optimization of
paid media
Enable
personalization
of owned
channels
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Media data
Social data
Transaction data
3rd party data
Call center data
Engagement data

3. 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

4. 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
=

5. 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

6. 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

7. 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

8. McKinsey & Company 8
Jason Heller
Global Lead, Digital Marketing Operations
Jason_heller@mckinsey.com @jasonheller