Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Closing the Programmatic Loop

809 views

Published on

Advertisers value the promise and benefits of programmatic, but they also face a myriad of challenges. Marketers can only evaluate the success of programmatic campaigns if they have the right data to do so. We explore how an automated ‘Marketing Intelligence’ approach can help marketers close the insights gap on programmatic buying.

Published in: Marketing
  • How long does it take for VigRX Plus to start working? ■■■ https://bit.ly/30G1ZO1
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Be the first to like this

Closing the Programmatic Loop

  1. 1. Closing the Programmatic Loop Arrod La Roque August 22, 2019
  2. 2. This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services. The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of any litigation, risks associated with completed and any possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent fiscal quarter. These documents and others containing important disclosures are available on the SEC Filings section of the Investor Information section of our Web site. Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements. Statement under the Private Securities Litigation Reform Act of 1995 Forward-Looking Statement
  3. 3. Understanding the Landscape
  4. 4. Programmatic Earns Its Place
  5. 5. 84.9% of 2019 US digital display spend will be programmatic – eMarketer, April 2019
  6. 6. By 2021 90% of programmatic ad spend will go to mobile rather than desktop ads – eMarketer, April 2019
  7. 7. By 2021 1 of every 2 programmatic dollars will go to video – eMarketer, April 2019
  8. 8. CHALLENGE1 TRANSPARENCY “Lack of transparency in programmatic makes it difficult for advertisers to manage, measure, and audit programmatic media investments with the same rigor as traditional media investments.” – ANA CEO, Bob Liodice
  9. 9. CHALLENGE2 BRAND SAFETY
  10. 10. CHALLENGE3 ACCOUNTABILITY “Half the money I spend on advertising is wasted; the trouble is I don't know which half.” – John Wanamaker
  11. 11. CHALLENGE4 INSIGHTS
  12. 12. Marketing Intelligence Solution
  13. 13. How to Close the Programmatic Loop Complete Data Ownership Alignment on KPIs Real-time Insight All data, connected through a single source of truth Create a common language to measure campaigns Act instantly on insights to improve results efficiently and consistently
  14. 14. Data Ownership Through One Single Source of Truth Connect & Unify All Marketing Data Dashboards and Reporting Insights and Analytics Goals, Alerts and Activations
  15. 15. Align on KPIs to Optimize Programmatic Strategy Revenue (Total Growth) Profit CAC: LTV Ratio Conversion ACV Click rate Cost per net new acquisition Interaction Rate Viewability rate Retention rate Brand Uplift Audience Reach Gross Impressions
  16. 16. Real-time Insight Understand Spend 1 Optimize Tactics 3 Benchmark Performance 2
  17. 17. Datorama Enable Cross-Platform Marketing Intelligence Connect and Unify Marketing Data Integrate, cleanse, and classify data into a unified view using AI Visualize AI Insights Surface insights to optimize channel and campaign performance in real-time Report in Real-Time Powerful one-click dashboards, custom visualizations, and shareable reports Collaborate and Act Make every insight actionable with cross- platform alerts and activations
  18. 18. Create Immediate, Tangible Business Results 20-30% performance uplift for programmatic Performance Gain 80+% of your time back Speed Hold every dollar accountable to ROI Growth
  19. 19. “More and more of our marketing is programmatic. Getting old reports didn’t help us take advantage of the opportunities programmatic could bring. We needed all of our data centralised and live.” David Scheepers, Digital Data & Media Manager Pernod Ricard Gains Unified View of Performance and In-House Programmatic Control Marketing Cloud Implement Datorama to centralize all of their audience marketing data to measure and optimize ROAS in real-time across audiences, channels, and creative to brand and markets. By taking ownership of their data, the team found that programmatic buys, alongside strong martech partners, were bringing in significant ROI. Thus, they were able to set the goal of making 50% of their digital media buys programmatic. SolutionChallenge Pernod Ricard needed a solution to better discover, derive, and share insights from all their programs and investments. They were challenged to report and optimise in real-time – and there was no global standard of measurement across all markets to drive consistency and scalability. 189 brands 86 markets 30% optimized budget reallocation 127% CTR increase
  20. 20. DWA Scales Analytics and Innovation for Client Success Marketing Cloud SolutionChallenge 95% more weekly reports managed 2000+ hours/year gained 45% less time required for weekly client reports “Datorama allows us to surface deeper insights for our clients more easily, at a scale, speed, and intuitiveness that was formerly impossible.” Mollie Parker, VP of Analytics Enabled DWA to grow their client base while improving client results on a global scale. Integrated all data sources into their platform. Aligned processes around naming, universal keys, and reference tables. Create single process for data analysis and build consistent visualizations for all clients – with built-in flexibility to also deliver custom solutions. Integrate a range of data sources into their platform – first to third party data across display, social, programmatic display, search, web analytics, CRM, and email.
  21. 21. Overload of technology 2011 2013 2015 2019 +150 SOLUTIONS +500 SOLUTIONS +2000 SOLUTIONS +7000 SOLUTIONS COLLABORATION PROJECTS & WORKFLOW AGILE & LEAN MANAGEMENT VENDOR ANALYSIS MANAGEMENT TALENT MANAGEMENT PRODUCT MANAGEMENT BUDGET & FINANCE PREDICTIVE ANALYTICS BUSINESS/CUSTOMER INTELLIGENCE & DATA SCIENCE CUSTOMER DATA PLATFORMS IPAAS CLOUD/DATA INTEGRATION & TAG MANAGEMENT MOBILE & WEB ANALYTICS MARKETING ANALYTICS, PERFORMANCE & ATTRIBUTION DMP DATA AUDIENCE/ MARKET DATA & DATA ENHANCEMENT DASHBOARDS & DATA VISUALIZATION RETAIL & PROXIMITY MKTG SALES AUTOMATION, ENABLEMENT & INTELLIGENCE ECOMMERCE MKTG COMMERCE & SALES CHANNEL, PARTNER & LOCAL MKTG COMMERCE PLATFORMS & CARTS COMMUNITY & REVIEWS EXPERIENCE, SERVICE & SUCCESS CRM ADVOCACY, LOYALTY & REFERRALS ABM INFLUENCERS FEEDBACK & CHAT SOCIAL & RELATIONSHIPS CALL ANALYTICS & MGMT EVENTS, MEETING & WEBINARS SEO MARKETING AUTOMATION & CAMPAIGN/LEAD MGMT CMS & WEB EXPERIENCE MGMT CONTENT MARKETING OPTIMIZATION , PERSONALIZATION & TESTING DAM & MRM CONTENT & EXPERIENCE MOBILE APPS VIDEO MARKETING EMAIL MARKETING SEARCH & SOCIAL ADVERTISING DISPLAY & PROG. ADVERTISING NATIVE/CONTENT ADVERTISING ADVERTISING & PROMOTION VIDEO ADVERTISING MOBILE MARKETING PRINT PR
  22. 22. CHALLENGE3 ATTRIBUTION CAMPAIGNS PARTNERS / CLIENTS AUDIENCES CREATIVE / CONTENT CHANNELS REGIONS
  23. 23. Questions to ask yourself now How do I provide real- time reporting to my teams and clients that matches my real-time buys? Do I have the insights needed to own my strategy and clean up my supply chain? How do I solve transparency once and for all? Where should I place my next investment?
  24. 24. It’s a Fragmented Marketing World Marketer PAID DIGITAL ADS PAID TRADITIONAL ADS PROGRAMMATIC ADS AGENCY REPORTING EMAIL, MOBILE, SOCIAL WEB ANALYTICS SALES CRM, LOYALTY. SERVICE MULTIPLE GOALS, CAMPAIGNS, CHANNELS, AND TECHNOLOGIES MULTIPLE REGIONS, BUSINESS UNITS, PRODUCTS What is our ROI? Where should we spend next?
  25. 25. What We Hear From You How do I provide real- time reporting to my teams and clients that matches my real-time buys? Do I have the insights needed to own my strategy and clean up my supply chain? How do I solve transparency once and for all? Where should I place my next investment?

×