Dmp evaluation for a client in the travel industry - a case study - Marco De Cesaris

OBJECTIVES OF THIS PRESENTATION.
This presentation has the objective to simply show the approach used in order to address the main points
highlighted in the brief (see Chapter 01 - Introduction).
The data used within this presentation are either illustrative or coming from secondary research.
It is obvious that for a real case, we will address the key points in a much deeper way (indications are
provided at the end of Chapter 4).
For any additional questions, feel free to get in touch through my LinkedIn profile at
https://www.linkedin.com/in/marcodecesaris
Best regards,
Marco De Cesaris
DMP | Marco De Cesaris Page 2

SUMMARY.
 01 – INTRODUCTION
 02 – HOW A DMP CAN HELP OUR CLIENT
 03 – DMP, INSIGHTS, AND MEDIA ACTIVITY
 04 – SELECTING A DMP VENDOR
 05 - BACKUP

01
INTRODUCTION

OUR CLIENT IS IN THE TRAVEL INDUSTRY.
HOTEL, AIRLINE, ACCOMMODATION, AGGREGATOR, ETC.

SHOULD OUR CLIENT USE A DMP?
GOALS: INCREASE EFFICIENCY AND EFFECTIVENESS.

OUR CLIENT HAS 1ST PARTY DATA, AND USES CRM TECHNIQUES.
CAMPAIGNS ARE BOTH ONLINE AND OFFLINE.

02
HOW A DMP CAN HELP OUR CLIENT

A DMP CONSOLIDATES 1ST, 2ND, 3RD PARTY DATA.
OUTPUT

TO MAKE IT A BIT MORE COMPLICATED.

OUTPUT AND BENEFITS OF A DMP.
 Unlocks the power of one’s 1st party data;
 Generates unique audience insights;
 Creates efficiency;
 Allows user identity;
 Deep level of segmentation;
 Look-a-like modeling / New users acquisition;
 Audience targeting and re-targeting;
 Analytics
 Campaign optimization;
 Content customization/personalization;
 Cross device targeting;
 Cross channel management;
 The end consumer has a consistent and repeatable
experience across the different marketing channels

CLIENT HAS 1ST PARTY DATA, AND USES CRM TECHNIQUES.
CAMPAIGNS ARE BOTH ONLINE AND OFFLINE.

IT IS OBVIOUS THAT THERE IS A MATCH

SOME DMP VENDORS CREATED A CHECK-LIST.
ANSWER YES TO AT LEAST 3 QUESTIONS AND YOU NEED A DMP.
 Do you manage multiple online campaigns across different ad networks, exchanges, and publishers?
 Would you like to have control over your data assets, maximize segmentation, prevent leakage and
monitor partners’ usage?
 Do you currently run retargeting? Would you like to enhance your scalability, niche-targeting and
messaging capabilities
 Do you want to better target campaigns to improve response rates, conversion, and brand recognition?
 Do you buy media placements, third-party audience data or bid on ad exchanges on a regular basis?
 Do you want to control advertising costs and improve overall ROI?

03
DMP, INSIGHTS, AND MEDIA ACTIVITY

HOW INSIGHTS FROM A DMP COULD HELP THE MEDIA ACTIVITY.
KEY HIGHLIGHTS.
 1st party data would be massively enhanced by 3rd party data sources allowing us to know much more and
much better our customers;
 based on this we could create lookalike models and identify similar users hence new users acquisition;
 customize the message according to media and/or audience segment that we identify through the DMP;
 create advanced high precision targeting / re-targeting based on specific rules;
 insights from DPM will allow to optimize campaigns/media activity also according to the mix
channel/audience/message;
 what channels is our audience most likely to be on, and what channels is most likely to convert in;
 these granular details go as far as determining whether an email is opened on a mobile, whether that
person is also likely to transact via a mobile, and if they’re most likely to do that within 10 days of the
event: this will also help with the definition/update of different customer journeys.

EXAMPLE:
CUSTOMER JOURNEY TO CAR BUY.
DISCOVERY
RESEARCH
ENGAGEMENT
EXPERIENCE
PURCHASE
ADVOCACY

EXAMPLE:
GET TO KNOW YOUR CUSTOMER AND ENGAGE WITH HIM/HER.
Car purchased
Drive to Manchester
Travels
Sharing
Comments/Feedback
Events invitations
Newsletter
Maintenance reminders
Wedding
New born twins
2017 2018 2019 2020 2021

04
SELECTING A DMP VENDOR

OBJECTIVES OF OUR CLIENT:
EFFICIENCY AND EFFECTIVENESS.

BUSINESS EVALUATION

BUSINESS EVALUATION.
COST-BENEFIT ANALYSIS.
Some of the costs involved:
 cost of DMP setup
 cost of maintenance
 cost of running operations
 cost of media buy (effective ad spend budget)
Some estimates needed for the evaluation:
 estimated improvement in ROI
 evaluation
NOW:
Budget: 1Mio GBP/Annum
Effective ad spend budget: 800K GBP
ROI: 2X -> 1.6 Mio GBP/Annum
WITH DMP:
Budget: 1Mio GBP/Annum
Effective ad spend budget: 400K GBP
ROI: 3X -> 1.2 Mio GBP/Annum
If Budget increases, it could provide a much better
ROI, but will it be scalable? Enough audience?

TECHNICAL EVALUATION

THE MARKETING TECHNOLOGY LANDSCAPE IS TOO CROWDED.
27 DMPs IDENTIFIED BY CHIEFMARTEC.COM

SELECTING A DMP VENDOR IS STILL VERY CHALLENGING.
MANY VENDORS CAN MEET OUR CLIENT’S OBJECTIVES.

HOW DO WE IDENTIFY THE MOST SUITABLE DMP VENDOR FOR
OUR CLIENT?

GARTNER ‘17: MAGIC QUADRANT FOR DIGITAL MARKETING HUBS.
G2CROWD.COM ‘15/’16.
DMP | Marco De Cesaris
Source: g2crowd.com
Page 27

TOP 4 OR 5 VENDORS ARE ALWAYS THE SAME.
WE NEED TO MATCH THE VENDOR TO OUR CLIENT.
 Also Forrester Wave 2015 identifies Adobe, Krux
(salesforce), and Oracle in the top 4 DMP vendors.
 Forrester Wave 2014 also identifies these 3
vendors in the top 3 positions.
 This means consistency and reliability.
 This evaluation is carried out by industry experts,
so it should be reliable.
 There is also consistency with other resources.
DMP | Marco De Cesaris
B2B B2C
personalization,AInewuseracquisition
andbetterprofiling
ORACLE
ADOBE
SALES
FORCE
MARKETO
Page 28

BASED ON THE INFORMATION AVAILABLE AT THIS POINT:
ORACLE IS A GOOD SOLUTION (SEE ALSO BACKUP SLIDES).
WHAT IS GOOD
 It focuses on B2C, it has completeness of vision, it has great ability to execute, it has a high market
presence.
 Following an aggressive acquisition strategy, Oracle’s marketing cloud demonstrated strength in most of
the critical capabilities and distinguished itself in capabilities for identifying and targeting anonymous
audiences and using behavioural, transactional and offline data to enrich customer and audience profiles
(Gartners 2017).
 Access to a lot of data sets. Integrations exist with many other platforms (G2crowd user review).
 Not only does Datalogix have the most expansive set of predetermined purchase based targeting
segments in the market, they are willing to create custom segments to fit your clients' needs. Their support
staff is attentive and they are willing to negotiate (G2crowd user review).
WHAT IS BAD
 The user interface. It is very bad, does not make navigating around easy. Going from one audience to
another and searching audiences is more of a process than it should be. Also, the formulas for creating
audiences does not allow for much besides the simple AND / OR (G2crowd user review). Support.

BUT WHAT IF I WAS OFFICIALLY ASSIGNED THIS TASK?

ONE-OFF INDEPENDENT ANALYSIS OF THE KEY DMP VENDORS.
DETAILED QUESTIONS AND FACE TO FACE DISCUSSIONS.
 How much of the raw data can the DMP capture?
 How quickly can you access this data?
 How and for how long this DMP stores data?
 What is the match rate (CRM, OFFLINE, ONLINE)?
 How it stores persistent USER ID to insure better
matches over time?
 How it works with each vendor?
 How offline audience maps to digital audience
(enabling true attribution and media mix models)?
 How do you map devices to people?
 How do you deliver deterministic matches?
 How do you reconcile ID without seeing a user
logging in across devices?
 Ratio of probabilistic/deterministic matches?
 How do you store data?
 Policy control to share data with trusted partners?
 How can this DMP help me activate data in different
places where different rules about PII and data
collection and storage apply?
 How independent is data?
 Is this DMP provider also in the business of selling
media/data?
 What if I want my data back?
 What do I want to accomplish with my data? learn
about my audience, pixel and retarget my existing
customers, lookalike modeling?
 How is local support?
 How long does it take to set it up and have it up and
running?

QUESTIONS’ LIST FOR DMP EVALUATION.
 Can your DMP aggregate and organize my 1st party
data from any sources? (online, offline, CRM,
mobile, TV, etc.)
 Can I build complex audience/segments?
 Can I layer 3rd party data to scale an audience?
 Can the DMP forecast available uniques and
opportunities by the audience selected?
 What analytics your DMP offer?
 Can I index my audience vs. 1st and 3rd party data
sources to learn more about who they are and how
to engage with them most effectively?
 Can I quickly and easily build customized re-
targeting campaigns based on specific activities and
behaviors my consumer has taken online or offline,
on any devices?
 Can I purchase 3rd party data audience for higher
precision and scale?
 Can I do it directly in the platform?
 How many data partners does your DMP has? What
reach do you have by country/vertical?
 Ratio of desktop/mobile ID profiles?
 What kind of manual/automatic optimisation are
available in your DMP?
 How easy is to make my campaigns perform better
using the tools offered by your DMP?
 How can your DMP identify audiences with the
highest likelihood of engaging with my campaigns or
purchasing my products while minimizing my
campaign spend?

 Can I see which DSPs and media channels perform
best?
 Can I use audience insights linked with my CRM to
offer customized content for different consumers
when they visit my website?
 Can I do real cross-device campaigns inside the
DMP?
 Does your DMP has its own 3rd party data network
on which to extend the capabilities of the cross
device engine?
 Does your DMP offer access to 2nd party data inside
the platform?
 Are 2nd party data companies already there in the
DMP or do I need to find them by myself?
 Can I use the DMP to create my own private data
market place?
 Do you as a DMP vendor listen to your customer
requests?
 Can your DMP work with all the data collection
partners I currently use, including my web analytics
solution, ad server, email solution provider, e-store
platform, and mobile app attribution platform?
 How does your DMP unify and standardize all of the
different datasets into anonymized profiles?
 What partners are you leveraging for device
matching and how accurate is the matching?
 Does the platform allow for data to be transformed
and exported to external platforms, including as
audiences?

 What kind of packaged analytics does your platform
offer?
 Does the platform enable custom analytics so that
additional types of analysis beyond the out of the
box methods can be quickly and efficiently
conducted?
 Can the platform automate the process of
connecting audiences and profiles to my marketing
platforms and partners of choice , or does it require
manual integration?
 Can the platform ingest actions an export data in
real time to drive individualized marketing
experiences?
 Does the platform offer custom analytics services to
support my internal marketing and analytics team?
 Do you provide offer enterprise grade service and
support during both implementation and on an
ongoing basis?
 Please list all the partners you work with (Media,
Data Providers, Publishers, Ad Exchanges, Ad
Networks, Vendors, Tech, DSPs, Privacy Partners,
Analytics Providers, Website Optimizers, Offline
Onboarders, Data Modelers, Paid Search Partners,
Classification Partners, Creative Optimizers, etc.)
and split them between:
• a) already integrated and immediately usable from
day one;
• b) possible to integrate with but it needs to be
integrated as an additional step.

05
BACKUP

ORACLE.
INTEGRATED PARTNERS.
The partners listed in the coming slides are pre-
integrated with the Oracle DMP (formerly BlueKai).
This allows:
- access to the most up-to-date data;
- minimal audience ramp up time;
- and maximum audience overlap for campaign
scale.
Oracle DMP clients have access to:
 DSPs
 Privacy Partners
 Ad Networks
 Analytics Providers
 Website Optimizers
 Offline Onboarders
 Data Modelers
 Paid Search Partners
 Classification Partners
 Creative Optimizers

ORACLE.
MEDIA AND AD PARTNERS.

ORACLE.

ORACLE.
SOME OF THE STRATEGIC MOST RECENT ACQUISITIONS.

GARTNER’S MAGIC QUADRANT FOR DIGITAL MARKETING HUBS.
DMP COMPARISON.
“It sets the pace for a majority of advanced marketing capabilities, and its cost and complexity reflect this.
Consider Adobe if you are a midsize-to-large enterprise with a moderate-to-high level of operational and
analytics marketing maturity looking to compete on quality of customer experience and personalisation,” the
analysts write.
Following an aggressive acquisition strategy, Oracle’s marketing cloud demonstrated strength in most of the
critical capabilities and distinguished itself in capabilities for identifying and targeting anonymous audiences
and using behavioural, transactional and offline data to enrich customer and audience profiles.
“Oracle’s digital marketing hub capabilities are best-suited to large enterprises, particularly those with an
existing strategic relationship with Oracle,” Gartner writes.
The acquisition of DMP Krux and the roll out of its artificial intelligence features, known as Einstein, has
bolstered the capabilities of Salesforce Marketing Cloud.
“Although Salesforce is best-known as a B2B-focused company, B2C enterprises should consider
Salesforce Marketing Cloud for its scalable, full-customer life cycle approach, and its new incorporation of
data management and AI into a cloud designed to unite ad operations with direct marketing,” Gartner writes.

GARTNER’S MAGIC QUADRANT FOR DIGITAL MARKETING HUBS.
DMP COMPARISON.
Once a challenger brand, Marketo has moved into the leaders’ quadrant.
Marketo’s ability to bring data-driven marketing tactics to its core audience of midsize to large B2B and B2C
marketers at scale distinguishes it in the hub field. “Marketo is best-suited for midsize and large companies,
particularly those with an emphasis on B2B or considered-purchase B2C use cases.”
Source: Gartner’s Magic Quadrant for digital marketing hubs / February 2017

G2CROWD.
COMPARISON OF DMP: DATA INTEGRATION.

G2CROWD.
COMPARISON OF DMP: DATA ANALYSIS AND OPTIMIZATION.

G2CROWD.
COMPARISON OF DMP: PLATFORM.

G2CROWD.
COMPARISON OF DMP: REVIEWERS’ COMPANY SIZE.

G2CROWD.
COMPARISON OF DMP: REVIEWERS’ INDUSTRY.

G2CROWD.
COMPARISON OF DMP: MOST HELPFUL FAVORABLE REVIEW.

G2CROWD.
COMPARISON OF DMP: MOST HELPFUL CRITICAL REVIEW.

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