This talk discusses the current issues facing marketers and how a Data Management Platform (DMP) can help deliver a joined up and consistent user journey. This was presented at the "AI and Big Data Innovation Summit"

1. The journey
from DMP
installation to
the hunt for
segments that
have business
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Phillip Law
Head of Insight
Your Favourite Story

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Your Favourite Story
The Product Launch Agency

3. Agenda
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- Me Complaining
- Our Journey
- Final Thoughts

4. What’s the Problem
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What’s your
favourite
colour?
Oh no not
me again.

5. Who – Me
Where – Nepal
Date – 3rd Sep 18
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7. We have the technology
….Why is there still a problem?
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8. What’s the Problem
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Expectation
Vs
Reality
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12. Our
Problem
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13. DEVICE ATTRIBUTION
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How Long?
User Journeys are Digital and Temporal
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14. When do Cookies Die?
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15. Islands
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16. Campaign Product Customer
What are our Islands?
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17. Collect Merge SegmentAnalyse Activate
Extract and deliver
raw data from
multiple data
sources into a single
location.
Join all data sources
by common key into
a single location
Use traditional
analysis and develop
models to understand
propensity to buy
Create lists of
Customers who we
want to target with a
specific message.
Send segments to other
tools to use as triggers
to activate a message.
CRM IDAdobe ID
How to we create Bridges?
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18. Solution
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19. DMP – What is it?
- Universal Translator
- Segments
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20. Collect Merge SegmentAnalyse Activate
Extract and deliver
raw data from
multiple data
sources into a single
location.
Join all data sources
by common key into
a single location
Use traditional
analysis and develop
models to understand
propensity to buy
Create lists of
Customers who we
want to target with a
specific message.
Send segments to other
tools to use as triggers
to activate a message.
CRM IDAdobe ID
How to we create Bridges?
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21. Keep it Simple
1. Relevant offsite messages
2. Relevant onsite messages
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24. Focus on what matters
Use what you have
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25. - Conceptually Simple
- Technically Difficult
- Analytically Challenging
Product
Offer
Conversion
Segmentation
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Product C
Offer C
Conversion C
Product B
Offer B
Conversion B
Product A
Offer A
Conversion A
Mutually
Exclusivity
Segment
Size
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29. Rules based segments work
but aren’t scalable.
Test and Learn to define the
Segments
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140%Increase in leads

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The Rules
- Where?
- How?
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31. Collect Merge SegmentAnalyse Activate
Extract and deliver
raw data from
multiple data
sources into a single
location.
Join all data sources
by common key into
a single location
Use traditional
analysis and develop
models to understand
propensity to buy
Create lists of
Customers who we
want to target with a
specific message.
Send segments to other
tools to use as triggers
to activate a message.
CRM IDAdobe ID
Where
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Dumb
Vs
Smart Segments
How
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33. Latency
Sucks
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34. Conclusions
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35. - You’re are going to make mistakes
- You are going to try things that don’t work
- Things are going to come up that you never thought about
- Things that should be easy will be a nightmare
- It’s more about the people than the tech
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36. People Not Pixels
People
Not
Pixels
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