Programmatic in an Evolving B2B Industry - DPRS, 5/13/15

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Ana Villegas, Marketing Director at Dell, presented on embracing programmatic advertising in the evolving B2B industry. She explained that programmatic can help reach customers, promote products, and influence the purchase cycle more effectively. Dell assessed their advertising mix, tested metrics with programmatic, and saw a successful case study where they increased engagement by 3x, page views by 2x, and leads by 30% by taking a metrics-driven approach to a small programmatic launch focused on assets, inventory, and audiences. The key lessons were to start small, focus on assets, inventory and audience, and use clear KPIs.

Marketing

Dell - Restricted - Confidential2
The Why Behind Programmatic
Ø  Our Customers Ø  Products Ø  Purchase Cycle

Dell - Restricted - Confidential3
Embracing Programmatic
Assess Mix Test CoreMetrics

Dell - Restricted - Confidential4
A Dell Case Study
Approach : Mix, Metrics, Launch +3X
Engagement
+2X
Page views
+30% lift
Leads

Dell - Restricted - Confidential5
Lessons Learned
•  Start small
•  Assets + Inventory Access + Audience
•  KPIs

Programmatic in an Evolving B2B Industry - DPRS, 5/13/15

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