Examining the role of customer centric
data in programmatic media
ad:tech London – 11th September 2013
68% of CMO’s say it’s important to
create value from digital channels.
Only 13% say their performance is
leading edge.

20...
Programmatic marketing uses real time
systems, rules and algorithms to automate the
delivery of data driven, targeted and ...
By 2017 the CMO
will spend more on
IT than the CIO.
Presentation Title Here
by MediaCom, 00.00.0000
vs.

Integration

Interoperability
Data Management Platform (DMP)
“A unified technology platform that intakes
disparate first, second and third-party data
se...
Data and process are
the new black.
71% of marketers plan to
implement a big data
solution.
Only 18% of marketers
have a single customer
view.

Only 57% of ma...
Why is a DMP so important?
• Who are your customers?
• What attributes define them?
• Which specific products are they
cur...
A DMP provides these capabilities
 Control and segment 1st party customer
and campaign data
 Compare and synchronise wit...
How does a Data Management Platform work?
1

2

Aggregates

Internet
Activity

1st

Aggregates 3rd Party Data

Party Data
...
Trading Desks: One size does not fit all

Client Customisation – Data planning, analytics, bid-algorithms

Agency
Group
Tr...
Micro
Layer
Data

Bid Stream

Prop
Data
Sources

Data Store

Data
Modelling/
Predictive
Analytics

DSP

Data
Visualisation...
Thank you.

andy.mihalop@mediacom.com
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Examining the role of customer centric data in programmatic media

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Andy Mihalop, Mediacom's new Director of Biddable and Programmatic Media explores how brands can get the most out of consumer insight in programmatic campaigns.

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Examining the role of customer centric data in programmatic media

  1. 1. Examining the role of customer centric data in programmatic media ad:tech London – 11th September 2013
  2. 2. 68% of CMO’s say it’s important to create value from digital channels. Only 13% say their performance is leading edge. 2012 Interactive CMO Insights Survey
  3. 3. Programmatic marketing uses real time systems, rules and algorithms to automate the delivery of data driven, targeted and relevant experiences to consumers as they interact with a brand’s many touch points. The experiences include targeted offers, messages, content or ads across paid, owned and earned channels. The best programmatic marketing recognises the consumer as he moves between channels and touch points, so that each interaction informs the next. John Nardone CEO [x+1]
  4. 4. By 2017 the CMO will spend more on IT than the CIO.
  5. 5. Presentation Title Here by MediaCom, 00.00.0000
  6. 6. vs. Integration Interoperability
  7. 7. Data Management Platform (DMP) “A unified technology platform that intakes disparate first, second and third-party data sets, provides normalisation and segmentation on that data, and allows a marketer to push the resulting segmentation into live interactive channel environments.” Forrester Report: The DMP Is The Audience Intelligence Engine For Interactive Marketers
  8. 8. Data and process are the new black.
  9. 9. 71% of marketers plan to implement a big data solution. Only 18% of marketers have a single customer view. Only 57% of marketers plan to use data to drive real-time decisioning in the next two years. Teradata – Global Data-Driven Marketing Survey 2013
  10. 10. Why is a DMP so important? • Who are your customers? • What attributes define them? • Which specific products are they currently in-market to buy? • What are they likely to buy next? • How do you reach more of them? • How safe is your customer data and are you leaking gold without knowing it? BUT collecting, analysing, managing and acting on this data is a complex 10 challenge.
  11. 11. A DMP provides these capabilities  Control and segment 1st party customer and campaign data  Compare and synchronise with 3rd party data  Activate audience segments across online display, search and social advertising campaigns  Deliver personalised targeting across web and ecommerce platforms  Target audiences throughout the consumer journey – Acquisition, retention and cross-sell  Get visibility into the ROI each campaign delivered for each segment  Protect privacy through management of 3rd party data collectors 11
  12. 12. How does a Data Management Platform work? 1 2 Aggregates Internet Activity 1st Aggregates 3rd Party Data Party Data CRM Database Onsite Data Campaign Data 1 DMP Servers X 2 DMP 3 DMP integrates and unifies 1st Party and 3rd Party data (via cookie synching) to create audience segmentation 4 Drives media efficiency by excluding or negatively targeting existing customers 6 DSP or Trading Desk 5 Audience segments are passed into Demand Side Platform (DSP) or Trading Desk for audience targeting across media inventory sources Audience segments can be utilised for personalised onsite targeting across web platforms to increase conversion 7 Minimise data leakage via DMP tag management (removal of ad network tags etc.)
  13. 13. Trading Desks: One size does not fit all Client Customisation – Data planning, analytics, bid-algorithms Agency Group Trading Desk Independent Trading Desk Client/Agency Trading Desk
  14. 14. Micro Layer Data Bid Stream Prop Data Sources Data Store Data Modelling/ Predictive Analytics DSP Data Visualisation Client DMP Macro Layer Data Trading Strategies Data Planning/Engineering Data Science/Analytics Trading/Optimisation DSP
  15. 15. Thank you. andy.mihalop@mediacom.com

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