This document discusses using data-driven marketing to create contextual engagement and valuable consumer experiences. It summarizes research from a survey of over 350 brands and agencies. Key findings include that the top strategic focus areas for digital marketing managers are digital audience strategy and real-time data and insights. The survey also found that most influential digital marketing channels in 2017 will be social media, mobile, and data-driven marketing. It then discusses how data management platforms can help integrate customer data from various sources to build audience profiles for targeted advertising across channels.

1. Using the power of data to create
contextual engagement and valuable
consumer experiences.

2. DATA DRIVEN MARKETING
INTEGRATE &
UNDERSTAND
ANALYZE &
DISCOVER
EXECUTE
& DELIVER
OPTIMIZE & LEARN

3. RESEARCH ON DATA-DRIVEN
MARKETING
Survey of over 350 brands and agencies.
3

4. Research Methodology
During October 2016, we conducted a survey on Digital Marketing Innovation on our TechKnowledge
platform, in conjunction with BMI-TechKnowledge.
We interviewed over 350 digital marketing managers and digital agencies employees about what they
feel about Digital Marketing Innovation for their businesses and clients.
There were different streams of questions for the different respondent types.
4

5. Strategic Focus Areas
55%
50% 49% 47%
38% 38%
23%
20%
15%
0%
10%
20%
30%
40%
50%
60%
Digital
Audience
Strategy
Real time data
and insights
Upskill and
educate
Build strategic
relations with
key platforms
Build strategic
relationships
with key
suppliers
Build an
inhouse digital
center of
excellence
Recruit new
resources
Deeper
relationships
with Industry
bodies
Dedicated
Consumer
digital UX
teams
What are your main strategic focus areas to drive innovation in digital marketing?
(Digital Marketing Managers)
n = 131

6. Most Influential Channels
6
63%
60%
45% 44%
32%
30%
15%
0%
10%
20%
30%
40%
50%
60%
70%
Social Mobile Data Driven
Marketing
Video Programmatic Always on CRM Native
Applications
Which of the following digital marketing channels do you think will be the most influential in 2017?
(Digital Agencies)

7. Data Driven Digital Maturity
7
19%
44%
27%
10%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Very few of your customers are
focusing on building and leveraging
their data assets.
Some of your customer are
becoming more data focussed, but
most do not have any formal data
driven marketing strategy
Many of your customer are
seriously looking into ways to build
and leverage their data assets.
Most of your customers have
formal data-driven marketing
strategies
Which of the following statements are most applicable about your current customers with regards to
Data Driven Marketing?
(Digital Agencies)

8. DATA MANAGEMENT PLATFORMS
2014hts Reserved Silverstone.Solutions8

9. What is a DMP?

10. 10

11. This is crucial for both publishers and
marketers.

12. FOR BRANDS & MARKETERS

15. 15

17. 2014hts Reserved Silverstone.Solutions 17
Kellogg's Marketer Case Study
To reduce spend waste and optimize campaign
performance, Kellogg tapped into Krux’s DMP Cross-
Channel Frequency Management.
For high value consumer targets, Krux enables Kellogg
to prioritize audiences that are under-served
impressions, ensuring these people receive an
optimal level of messaging and digital brand exposure
across multiple channels — DSPs, private exchanges
and direct publisher buys — and platforms, including
web display, video and mobile.
In other words, no matter where the individual is
served an ad, it will be counted toward the “cap,” or
the maximum number of ads the marketer has
determined.

18. AudienceWRX
Combines your
CRM and DMP
platforms into a
consolidated
platform.
Site Visitors
Signed-Up Users
CRM SMS and Email
Messaging
DMP Audience Profiling
and DSP Retargeting
Site Behaviour
Interests
Device Type
Location
+more
Media
Age
Gender
Brands
Preferences
+more

19. ADJOIN

20. 20
What is AdJoin?
AdJoin is a dedicated African Private Audience Marketplace
backed by global online advertising firm Rubicon Project, market-
leading Data Management Platform Krux, local media buying
house MaxAxion and Kagiso Media.
AdJoin provides one single programmatic solution allowing
advertisers access to unique audiences across an extended
network of digital publications.

21. EXAMPLES OF PUBLISHERS ON ADJOIN

22. Adjoin Audience
* Last 30 days as of 15 November

23. Adjoin
Audience
Attributes

24. Adjoin
Audience
Attributes

25. Adjoin
Audience
Attributes

26. Adjoin
Audience
Attributes

27. That gives us a very
comprehensive
picture of our users
across the Adjoin
network.

28. 28
Adjoin Audience Segments
DEMOGRAPHIC LIFE STAGE GEOGRAPHIC INTEREST PURCHASE
INTENDERS
BUSINESS BEHAVIOURAL
• Male
• Female
• Low Income
• Mid Income
• High Income
• Under 35
• Over 35
• Students
• Working Age
• Young Parents
• Older Parents
• Home Owners
• Expats
• Retirees
• Eastern Cape
• Free State
• Gauteng
• KwaZulu-Natal
• Limpopo
• Mpumalanga
• Northern Cape
• North West
• Western Cape
• Johannesburg
• Pretoria
• Durban
• Cape Town
• Bloemfontein
• Port Elizabeth
• East London
• Entertainment
Lovers
• Newsies
• Opinionistas
• Sports Enthusiasts
• Soccer Fans
• Rugby Fans
• Cricket Fans
• Motorsport Fans
• Pet Lovers
• Tech Enthusiasts
• Auto-Enthusiasts
• 4X4 Lovers
• Lifestyle Lovers
• Music Lovers
• Food Lovers
• Movie Lovers
• Home Buyers
• Rent Seekers
• Auto Intenders
• 4x4 Intenders
• Job Seekers
• Tech Buyers
• Business People
• Entrepreneurs
• Marketing
Professionals
• IT Professionals
• Legal
Professionals
• Medical
Professionals
• Finance
Professionals
• Engineers
• Finance &
Accounting
Professionals
• Heavy Surfers
• Social Butterflies
• Radio Listeners
• Event Participants
• Health & Sports
Enthusiasts
* not all segments are large enough to target yet available

29. Many of these segments have achieved significant scale in
the past 4 months.
* Total uniques segmented over the past 4 months

30. 30
Thank You