The document discusses how data activation, using a data management platform (DMP), allows marketers to take customer data from various sources and integrate it across marketing channels like websites, CRM, social media, and more in order to personalize experiences for customers and prospects. Data activation provides benefits like improved targeting, personalization, and conversions compared to traditional data management approaches. Key uses of data activation include prospecting, retargeting, lookalike modeling, site personalization, dynamic creative optimization, and CRM messaging.
I created this presentation with the intent to inform and clarify what a data management platform is and show how it an be used to enhance marketing initiatives.
Big Data Done Right by Successful OrganizationsEuro IT Group
Euro IT Group can help you unlock the tones of information already flowing through your organization, analyze it, extract value and transform it into insight that drives growth and revenue. Furthermore, by going through one of our big data quick wins programs, you will be able to enjoy the benefits of big data extremely fast, test and validate big data technologies and make better strategic decisions for managing your overall company data; our quick win program enables you to enjoy quickly new insights and measurable results by putting at work your existing data streams and to test and validate Big Data Technologies that can complement your legacy BI / DWH infrastructure.
MarketView Marketing Database Platform | Data Services, Inc.Data Services, Inc.
Data Services' MarketView Data Management & Analytics Platform provides direct & data-driven marketers with a 360 degree view of their US & int'l marketing databases with advanced tools for database segmentation, customer/data analytics, data visualization, business intelligence, campaign management, cross-product analysis, marketing channel affinity reporting as well as a seamless connection to Data Services DSIemail Broadcasting Platform as well as integration with 3rd party platforms for CRM, ESP, eCommerce, Marketing Automation and more, all in a seamless online platform requiring no software or application to download.
eMarketer Webinar: Data Management Platforms—Using Big Data to Power Marketin...eMarketer
Join eMarketer for a discussion on how Data Management Platforms (DMPs) are enabling marketers to use their big data to make smarter and more efficient marketing decisions.
I created this presentation with the intent to inform and clarify what a data management platform is and show how it an be used to enhance marketing initiatives.
Big Data Done Right by Successful OrganizationsEuro IT Group
Euro IT Group can help you unlock the tones of information already flowing through your organization, analyze it, extract value and transform it into insight that drives growth and revenue. Furthermore, by going through one of our big data quick wins programs, you will be able to enjoy the benefits of big data extremely fast, test and validate big data technologies and make better strategic decisions for managing your overall company data; our quick win program enables you to enjoy quickly new insights and measurable results by putting at work your existing data streams and to test and validate Big Data Technologies that can complement your legacy BI / DWH infrastructure.
MarketView Marketing Database Platform | Data Services, Inc.Data Services, Inc.
Data Services' MarketView Data Management & Analytics Platform provides direct & data-driven marketers with a 360 degree view of their US & int'l marketing databases with advanced tools for database segmentation, customer/data analytics, data visualization, business intelligence, campaign management, cross-product analysis, marketing channel affinity reporting as well as a seamless connection to Data Services DSIemail Broadcasting Platform as well as integration with 3rd party platforms for CRM, ESP, eCommerce, Marketing Automation and more, all in a seamless online platform requiring no software or application to download.
eMarketer Webinar: Data Management Platforms—Using Big Data to Power Marketin...eMarketer
Join eMarketer for a discussion on how Data Management Platforms (DMPs) are enabling marketers to use their big data to make smarter and more efficient marketing decisions.
So you got yourself a sparkling new data management platform that is supposed to pull together inputs of all sorts to drive everything from ad buying to CRM? But where do you start in making something of this new machine. Lenovo uses data to drive media buys not only across channels but global borders as well. Its Director of Global Digital Marketing explains how it it works.
infogroup solutions
Infogroup is all about business growth. We provide targeted high-value sales and marketing data, customer & market intelligence, and innovative digital engagement solutions that increase sales and customer loyalty.
The purpose of this whitepaper is to enable businesses to leverage data and insights to increase efficiency, provide seamless experiences, build a data-driven culture, empower automation, data utilization at scale and use programmatic advertising to laser target relevant audience. Incorporating winning strategies, this research paper will allow you to better organize, analyze and apply data in every operation.
TechConnectr's Big Data Connection. Digital Marketing KPIs, Targeting, Analy...Bob Samuels
This presentation was given at the Deep Dive Conference in November. 2013.
Big Data Applications... example, digital marketing, and targeting and optimization...
Feedback, and additional perspectives, is appreciated.
Thank you,
Bobby Samuels
TechConnectr.com
Through precise location analytics, retailers now can monitor the entire path to purchase. With this data, marketers better understand what led to the purchase providing the ability to move beyond the traditional blanketed “campaign” to a year-round interaction based on consumer behavior. Customers “opt-in” by mobile app to receive highly-targeted promotions, information about merchandise they may have “visited” but didn’t purchase, and discounts for major events – based on correlations like visits, dwell and intent – to drive sales like never before.
Big Data - How Marketing Has Revolutionised - by Sean SingletonDigital Annexe
Through BIG DATA, Marketeers can now blend human psychology and understanding with behavioural insights to create communication messages and platforms that do not only resonate with the consumer but find them where and when the information is most needed. At Digital Annexe, we believe BIG DATA is going to completely revolutionize the marketing industry forever in 5 key ways.
Best Metrics to Optimize B2B Demand GenFrankAliyar
B2B marketers who need to do more than simply create brand awareness through outbound marketing have adopted Account-Based Marketing (ABM) in order to focus on key accounts. Successful ABM campaigns can produce highly qualified, valuable prospects.
Crunching “Big Data” to Drive 2012 Revenue Growth: The 5 Myths of Sales & Mar...MarketBridge
The amount of data created last year could fill 75 billion fully loaded 16GB iPads which, if stacked on top of one another, would reach 339 miles into the air. The exponential growth of customer data means deep Sales and Marketing analytics are more than just an opportunity for improvement.
Increasingly, basic Sales and Marketing performance reporting has become a competitive necessity for companies just to maintain market position.
This presentation discusses the myths and "barriers" to creating powerful Sales
and Marketing analytics that can help you:
- Target your best customers
- Optimize marketing spend
- Increase sales conversions
- Improve retention and up-sell rates
So you got yourself a sparkling new data management platform that is supposed to pull together inputs of all sorts to drive everything from ad buying to CRM? But where do you start in making something of this new machine. Lenovo uses data to drive media buys not only across channels but global borders as well. Its Director of Global Digital Marketing explains how it it works.
infogroup solutions
Infogroup is all about business growth. We provide targeted high-value sales and marketing data, customer & market intelligence, and innovative digital engagement solutions that increase sales and customer loyalty.
The purpose of this whitepaper is to enable businesses to leverage data and insights to increase efficiency, provide seamless experiences, build a data-driven culture, empower automation, data utilization at scale and use programmatic advertising to laser target relevant audience. Incorporating winning strategies, this research paper will allow you to better organize, analyze and apply data in every operation.
TechConnectr's Big Data Connection. Digital Marketing KPIs, Targeting, Analy...Bob Samuels
This presentation was given at the Deep Dive Conference in November. 2013.
Big Data Applications... example, digital marketing, and targeting and optimization...
Feedback, and additional perspectives, is appreciated.
Thank you,
Bobby Samuels
TechConnectr.com
Through precise location analytics, retailers now can monitor the entire path to purchase. With this data, marketers better understand what led to the purchase providing the ability to move beyond the traditional blanketed “campaign” to a year-round interaction based on consumer behavior. Customers “opt-in” by mobile app to receive highly-targeted promotions, information about merchandise they may have “visited” but didn’t purchase, and discounts for major events – based on correlations like visits, dwell and intent – to drive sales like never before.
Big Data - How Marketing Has Revolutionised - by Sean SingletonDigital Annexe
Through BIG DATA, Marketeers can now blend human psychology and understanding with behavioural insights to create communication messages and platforms that do not only resonate with the consumer but find them where and when the information is most needed. At Digital Annexe, we believe BIG DATA is going to completely revolutionize the marketing industry forever in 5 key ways.
Best Metrics to Optimize B2B Demand GenFrankAliyar
B2B marketers who need to do more than simply create brand awareness through outbound marketing have adopted Account-Based Marketing (ABM) in order to focus on key accounts. Successful ABM campaigns can produce highly qualified, valuable prospects.
Crunching “Big Data” to Drive 2012 Revenue Growth: The 5 Myths of Sales & Mar...MarketBridge
The amount of data created last year could fill 75 billion fully loaded 16GB iPads which, if stacked on top of one another, would reach 339 miles into the air. The exponential growth of customer data means deep Sales and Marketing analytics are more than just an opportunity for improvement.
Increasingly, basic Sales and Marketing performance reporting has become a competitive necessity for companies just to maintain market position.
This presentation discusses the myths and "barriers" to creating powerful Sales
and Marketing analytics that can help you:
- Target your best customers
- Optimize marketing spend
- Increase sales conversions
- Improve retention and up-sell rates
Mohanbir Sawhney, Robert R. McCormick Tribune Foundation Clinical Professor of Technology Kellogg School of Management, Northwestern University presents at the 2012 Big Analytics Roadshow.
Companies are drinking from a fire hydrant of data that is too big, moving too fast and is too diverse to be analyzed by conventional database systems. Big Data is like a giant gold mine with large quantities of ore that is difficult to extract. To get value out of Big Data, enterprises need a new mindset and a new set of tools. They also need to know how to extract actionable insights from Big Data that can lead to competitive advantage. The Big Story of Big Data is not what Big Data is, but what it means for business value and competitive advantage.... read more: http://www.biganalytics2012.com/sessions.html#mohan_sawhney
Learn how retailers can leverage their own Big Data. Go from data sources to increasing profits, margins and market share at a fraction of the time and cost.
Sales Growth: Find Big Growth in Big Data - Lattice Engines & McKinseyLattice Engines
CEO Shashi Upadhyay is interviewed in a new book titled SALES GROWTH: Five Proven Strategies From The World’s Sales Leaders (Wiley; May 2012). Written by Thomas Baumgartner, Homayoun Hatami and Jon Vander Ark at McKinsey & Company, Upadhyay discusses the impact that the big data revolution is having on some of the world’s leading sales companies.
Data mining is one of the most talked about topics today, yet many companies are only scratching the surface of what it can mean for their business. In this talk, Dr. Bikram Ghosh will discuss:
What data mining is
How it is used
Techniques you can leverage
Implementation strategies to increase differentiation for your brand
What will marketing be like in the semantic web, the burgeoning new "web of data"? This presentation for the 2009 Semantic Technology Conference outlines a framework of 7 missions for data web marketing.
Similar to Data Activation For (Not So Much) Dummies (20)
AI Activation for Video Advertising- An Overview 2024.pptxCory Treffiletti
Are you interested in learning about the many ways AI can be activated for improved advertising with your target audience? Read this primer and see all the ways you should be considering AI as a tool. It's not a replacement for a strategy. It is the solution to allow you to reach your objectives more quickly. This document will provide you insights into using AI for ideation, creation, optimization, monetization, distribution and more. It will help you understand, in simple terms, what you can be doing to better enable your online video advertising strategy. Brought to you by Rembrand.
Data is awesome, but data by itself is not enough. Data by itself can actually be overwhelming. You need data + a lot of other things and hopefully, this will help you understand what you need and what happens when you don't have it all in one place.
An outline of the impact of data on driving the effectiveness of marketing activity across the eco-system as outlined by a survey of more than 130 marketing executives. Brought to you by BlueKai.
Builder.ai Founder Sachin Dev Duggal's Strategic Approach to Create an Innova...Ramesh Iyer
In today's fast-changing business world, Companies that adapt and embrace new ideas often need help to keep up with the competition. However, fostering a culture of innovation takes much work. It takes vision, leadership and willingness to take risks in the right proportion. Sachin Dev Duggal, co-founder of Builder.ai, has perfected the art of this balance, creating a company culture where creativity and growth are nurtured at each stage.
Connector Corner: Automate dynamic content and events by pushing a buttonDianaGray10
Here is something new! In our next Connector Corner webinar, we will demonstrate how you can use a single workflow to:
Create a campaign using Mailchimp with merge tags/fields
Send an interactive Slack channel message (using buttons)
Have the message received by managers and peers along with a test email for review
But there’s more:
In a second workflow supporting the same use case, you’ll see:
Your campaign sent to target colleagues for approval
If the “Approve” button is clicked, a Jira/Zendesk ticket is created for the marketing design team
But—if the “Reject” button is pushed, colleagues will be alerted via Slack message
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And...
Speakers:
Akshay Agnihotri, Product Manager
Charlie Greenberg, Host
GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using Deplo...James Anderson
Effective Application Security in Software Delivery lifecycle using Deployment Firewall and DBOM
The modern software delivery process (or the CI/CD process) includes many tools, distributed teams, open-source code, and cloud platforms. Constant focus on speed to release software to market, along with the traditional slow and manual security checks has caused gaps in continuous security as an important piece in the software supply chain. Today organizations feel more susceptible to external and internal cyber threats due to the vast attack surface in their applications supply chain and the lack of end-to-end governance and risk management.
The software team must secure its software delivery process to avoid vulnerability and security breaches. This needs to be achieved with existing tool chains and without extensive rework of the delivery processes. This talk will present strategies and techniques for providing visibility into the true risk of the existing vulnerabilities, preventing the introduction of security issues in the software, resolving vulnerabilities in production environments quickly, and capturing the deployment bill of materials (DBOM).
Speakers:
Bob Boule
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Gopinath Rebala
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I have heard many times that architecture is not important for the front-end. Also, many times I have seen how developers implement features on the front-end just following the standard rules for a framework and think that this is enough to successfully launch the project, and then the project fails. How to prevent this and what approach to choose? I have launched dozens of complex projects and during the talk we will analyze which approaches have worked for me and which have not.
Epistemic Interaction - tuning interfaces to provide information for AI supportAlan Dix
Paper presented at SYNERGY workshop at AVI 2024, Genoa, Italy. 3rd June 2024
https://alandix.com/academic/papers/synergy2024-epistemic/
As machine learning integrates deeper into human-computer interactions, the concept of epistemic interaction emerges, aiming to refine these interactions to enhance system adaptability. This approach encourages minor, intentional adjustments in user behaviour to enrich the data available for system learning. This paper introduces epistemic interaction within the context of human-system communication, illustrating how deliberate interaction design can improve system understanding and adaptation. Through concrete examples, we demonstrate the potential of epistemic interaction to significantly advance human-computer interaction by leveraging intuitive human communication strategies to inform system design and functionality, offering a novel pathway for enriching user-system engagements.
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JMeter webinar - integration with InfluxDB and GrafanaRTTS
Watch this recorded webinar about real-time monitoring of application performance. See how to integrate Apache JMeter, the open-source leader in performance testing, with InfluxDB, the open-source time-series database, and Grafana, the open-source analytics and visualization application.
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Length: 30 minutes
Session Overview
-------------------------------------------
During this webinar, we will cover the following topics while demonstrating the integrations of JMeter, InfluxDB and Grafana:
- What out-of-the-box solutions are available for real-time monitoring JMeter tests?
- What are the benefits of integrating InfluxDB and Grafana into the load testing stack?
- Which features are provided by Grafana?
- Demonstration of InfluxDB and Grafana using a practice web application
To view the webinar recording, go to:
https://www.rttsweb.com/jmeter-integration-webinar
LF Energy Webinar: Electrical Grid Modelling and Simulation Through PowSyBl -...DanBrown980551
Do you want to learn how to model and simulate an electrical network from scratch in under an hour?
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PowSyBl is an open source project hosted by LF Energy, which offers a comprehensive set of features for electrical grid modelling and simulation. Among other advanced features, PowSyBl provides:
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- Visualization tools to display your network;
- Grid simulation tools, such as power flows, security analyses (with or without remedial actions) and sensitivity analyses;
The framework is mostly written in Java, with a Python binding so that Python developers can access PowSyBl functionalities as well.
What you will learn during the webinar:
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Key Trends Shaping the Future of Infrastructure.pdfCheryl Hung
Keynote at DIGIT West Expo, Glasgow on 29 May 2024.
Cheryl Hung, ochery.com
Sr Director, Infrastructure Ecosystem, Arm.
The key trends across hardware, cloud and open-source; exploring how these areas are likely to mature and develop over the short and long-term, and then considering how organisations can position themselves to adapt and thrive.
2. Purpose
• To provide you (the marketer) with a
cursory guide for understanding the ever-
expanding world being created at the
intersection of Big Data & Marketing.
9. Definition: Big Data
• A collection of data sets so large and complex
that it becomes awkward to work with using on-
hand database management tools.
• Difficulties include
capture, storage, search, sharing, analysis and
visualization.
• Data that gives you actionable information about
your – making you !
10. You Are Making Money And Spending
Money.. Data Is The Tie That Binds
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13. What Is The Data Flow That
Informs Customer Marketing?
14. Definition: Marketing
• The act of buying and selling in a market.
• The total of activities involved in the transfer of
goods from the producer or seller to the
consumer or buyer, including
advertising, shipping, storing and selling.
16. Big Data + Marketing =
Data-Driven Marketing
• A customer oriented marketing approach that
relies heavily on using customer data, especially
customer behavior, to determine the
targeting, timing and content of marketing
promotions.
• The ability to craft 360 degree intelligent views
into your customer and use that for retention
marketing as well as prospecting efforts.
19. Why Is It Important?
1. Marketers’ are becoming more dependent on data
and technology to drive efficiency and effectiveness.
Only 20% of marketing
leaders believe their
2. The volume of data that is available to you, as a
organizations have a holistic
marketer, is increasing exponentially.
view of the customer.
3. The volume of marketing touchpoints by which you
reach customers is growing almost as fast.
(source: Forrester 2012)
4. Future effectiveness in your role as a marketer relies
heavily on your ability to manage and ACTIVATE data!
Your JOB Depends On It!!
20. Trust Us – People Are Spending
On “Big Data” Marketing!
Spend (MM)
source: Winterberry Analysis
2014
2012 customer
intelligence technologies in
the short or long term
2010 (source: Forrester 2011)
2008
0 200 400 600 800 1000
27. The Data Has Been There, But It
Was Not Able To Be Activated!
• Data was collected in mass amounts and
Data Warehousing
“warehoused” so analysts could crunch the
numbers and find out more about their
customers.
• Useful for forecasting and business
planning, but not useful in terms of being
able to be “actioned” for marketing
purposes.
28. The Internet Ad Business Emerged
& Exponentially Created More Data
• The Internet created massive amounts of
Data Warehousing
additional data points around your customers
in a faster fashion than ever before.
Internet Advertising
• Every digital media partner started creating
segmentation opportunities that were
silo’d and only indicative of their site visitors.
29. Ad Networks Emerged To Provide
Long-Tail Data-Driven Advertising
• The business quickly shifted from content-
Data Warehousing
focused publisher opportunities to long-
tail, aggregated content targeting.
Ad Networks
Internet Advertising
• Reach increased.
• Performance decreased.
30. Ad Exchanges Created The Larger
Chance To Integrate Behavioral Data
• Behavioral targeting was birthed by companies
like Tacoda and Revenue Science.
Data Warehousing
Behavioral
Targeting
Ad Networks Ad Exchanges
Internet Advertising
• Reach increased even more.
• Performance increased quickly.
• Efficiency increased even quicker.
31. Around The Same Time, BlueKai
Launched The First Data Exchange
• Opportunity to buy 3rd party data from a host of
branded and unbranded parties, including
Data Warehousing
intent or in-market data, for targeting.
Behavioral Data
Targeting Exchanges
Ad Networks Ad Exchanges
Internet Advertising
• Reach continues to grow.
• Performance increased dramatically.
• Efficiency increased again (less waste).
32. The DSP’s & Trading Desk’s Emerged
To Drive More Audience (Data) Buying
• Additional data beyond standard behavioral
data is integrated into increased audience
Data Warehousing
buying opportunities.
Behavioral Data
Targeting Exchanges
Trading
Ad Networks Ad Exchanges Desks, DSPs, e
tc.
Internet Advertising
• Reach continues to grow.
• Performance increased further.
• Efficiency increased even more.
33. Marketers Said “Yes” To Targeting. 1st
Party Data Integrated With DMP’s
• Data management platforms allowed for 1st party
data to be integrated with 3rd party data, all to
Data Warehousing
create a 360 degree view of the customer.
Behavioral Data
DMP’s
Targeting Exchanges
Trading
Ad Networks Ad Exchanges Desks, DSPs, e
tc. BlueKai
launched first
Internet Advertising industry DMP
• You see the trend here…
– Efficiency up!
– Performance up!
36. Data Activation Is…
• Classifying, segmenting data to build
actionable customer profiles.
• Permissioning and sharing active
customer profiles while maintaining
control.
• Informing ALL your marketing
touchpoints with real, usable customer
data.
38. Some Interesting Facts
About Data & Data Activation…
• 82% of marketers believe digital marketing has
potential to provide
than any other type of marketing
(source: DataXu 2012).
• Over 75% feel customer data generated through
digital marketing can
(source: DataXu 2012).
• 88% of advertiser and agency buyers planned to
in 2011 (source:
Google/Doubleclick).
42. CPM
• The core measurement of impressions to
price for internet advertising.
43. Stamps
• The core term referring to an “attribute” of
data for any individual user.
44. Transactions
• The reference point for passing back and
forth the sum of attributes for any
individual user (multiple stamps per
transaction refer to one user).
46. Industry Benchmarks
• There are at least
served on the internet every month
– (source: 5.5 Trillion per year based on quarterly estimates from Comscore)
• BlueKai currently (September 2012)
processes approximately
per month
56. The Business Of Digital Media Is
Complicated. With So Much Data
Being Created & Collected, You
An Activation Platform!!
57. What Is Data Activation?
• Step 1: A single unifying platform that
, and data.
• Step 2: A single, centralized platform that enables you
to
for use in customer experience
optimization.
• Media planning & buying
• Website customization
• CRM and retention efforts
• Direct mail and offline touchpoints
58. What Are Data Activators?
Adnets
Some activators provide a service for the DSP
utilization of data segments across a single
platform (i.e. DSP, DMP or Ad Exchange)… DMP
Exchange
(media only)
Mobile
Premium non-
Search Site/Commerce
Analytics CRM RTB Ads
Social
inventory
59. What Are Data Activators?
Adnets
…Stronger Activation occurs across multiple DSP
platforms, unifying your marketing mix with a
single platform for data management. DMP
Exchange
(media only)
Mobile
Premium non-
Search Site/Commerce
Analytics CRM RTB Ads
Social
inventory
Across All Platforms
60. Why Focus On
Rather Than “Data Management”
More data means you know
more about your audience.
between
customers, prospects and
competitive conquests!
61. Why Focus On
Rather Than “Data Management”
Merge 1st and 3 rd party data.
–Creates a
of who your customer REALLY
is!
62. Why Focus On
Rather Than “Data Management”
Dramatically improve
conversions.
–By integrating data in real time to
power your marketing efforts!
63. Why Focus On
Rather Than “Data Management”
Unify all your marketing partners
–Save time and resources by
creating a
approach to all your marketing
efforts!
64. Data Management Is Finite – It’s a Black Box –
You Need To Data, Not Simply Store It
65. Over The Next 3 Years, Data
Activation Will Become The Norm.
67. Use Cases For Data Activation
(where you control the scale and efficiency)
• Prospect Targeting (New Customers)
• Retargeting (Current Customers)
• Lookalike Targeting (Prospects)
• Site Personalization (Visitors)
• CRM (Message Delivery)
• Dynamic Creative Optimization (All)
aka: “Data To The Edges”
68. Data Activation: Prospecting
With a DMP that connects to a 3rd party data They set up a prospecting campaign to reach
A wireless carrier leverages Data exchange, the wireless carrier is able to acquire people who have shown an intent to
Activation to reach targeted audiences who and target users who have shown intent to purchase a wireless device or tech
are interested in wireless products (beyond purchase a wireless device on other web gadget, along with relevant demographic
properties. attributes such as age range.
people who come to website.)
When they identify his group of targets
across their chosen ad network or As an Activationist, they are able to do
exchange, they are able to show them a the most efficient prospecting by only
more relevant smartphone ad and drive purchasing new audiences who they
new traffic to their website. have not seen on their own site.
69. Data Activation: ReTargeting
Browsing activity across the retailer's
A retailer gets a ton of shopping traffic on their site, but over website is stored in DMP, audiences are
90% of those visitors do not convert. Activation can be used segmented based on a mix of behaviors
to intelligently re-target users after they leave their site. that indicate purchase intent.
To target most effectively, the retailer can
exclude users who have already made a Relevant ads can be shown to them Consumer sees the relevant ad and
purchase on the website within a particular across the Internet (via ad network or ad clicks to come back to make a
date range and limit frequency of ad exchange) to bring them back to the purchase. (Consumer will stop seeing
exposure to any given audience. retailer site to make the purchase. the ads after the purchase)
70. Data Activation: Lookalikes/ Analytics
Audience analytics from a Data Activation System can answer questions like:
What is the profile of people who are
What is the profile of people who are looking for business travel and what
visiting my website? else do they buy?
A large US online travel agency (OTA) uses
Data Activation to aggregate various data on
their visitors. They can then contrast this
information against a larger Internet What other interesting attributes can
population to learn more about their site What is the profile of people who are I learn about my audience to better
visitors, ad clickers and converters. responding to my campaign? engage them?
71. Data Activation: Site Personalization
With many lines of products across computers, printers, MP3
players, a large computer manufacturer wants to leverage The Activation Platform is able to extract 1st-party advertiser
audience data to deliver the most guided and relevant experience data (ie. Website browsing data) and acquired 3rd-party data
for their shoppers when they visit their website. to decipher what message to feature on their homepage.
Rather than showing a generic homepage, this marketer might
choose to feature their newest home laser printer series with a quick The Activation Platform comes pre-integrated with many of the
link to a comparison chart, drawing this consumer closer to a sale. major site optimization companies in the industry.
72. Data Activation: Dynamic Creative
A DMP can transfer 1st and 3rd party audience A wireless carrier shows a specific Additional layer of shopping cart data can
data directly to creative optimizations smartphone ad if they know a group of be applied to target special messages to
companies to influence ad messages for users has exhibited specific interest in that cart abandoners to drive them back to finish
specific group of users. type of phone. their purchase.
The
right
ad
Your data
The result is a more relevant ad experience for the consumer while ensuring the A DMP comes pre-integrated with many of
marketer's dollars are well spend on not only reaching the right audience, but also the major dynamic creative optimization
showing the best ad to drive results. companies in the industry.
73. Additional/Future Use Cases Include…
• CRM Customization
• Mobile Ad Delivery
• Video Ad Customization
• Informing offline marketing touchpoints:
– Direct mail
– Addressable TV (set-top box)
– Point-of-sale & loyalty card coupon delivery
75. If You Control Your Data, You Control…
• Scale
• Efficiency
• Partner Optimization
76. Scale
• Most one-off solutions only scale with the
audience they can immediately see.
– If you control your data, you can
information to provide for opportunities to
target.
77. Efficiency
• Relying on one-off partners’ data means
they control matching and prioritize based
on their revenue opportunities.
– If you control the data, you
and
they report to you when your impressions win
for bids.
78. Partner Optimization
• Too many partners using too many
different segments results in overlap and
difficulties in attribution + lower
performance.
– When you control the segments + data, you
and who
see’s which successive message against the
target.
80. :
The Atomic Unit Of Marketing Is Data
– All of marketing serves to deliver a relevant message to the right
audience at the right time to create an action.
– The best way to do this to be targeted and targeting requires data.
– The most important output of marketing, other than the result of driving
a customer, is to create data and specifically to create data around
customer attributes.
– Without data you are throwing ideas at an audience and hoping they
work. Data informs your marketing and gives it weight. It gives it
relevance. It makes it work.
81. “I know that half of my advertising doesn’t work. The
problem is, I don’t know which half”- John Wanamaker
82. There Is A Definitive Value To Data
• The industry will eventually calculate a reliable metric
• The formula includes:
– Total cost (for integrating data into impressions)
• Estimate of how much budget is allocated to data-informed imps
– Total stamps (as proxy for depth of attributes)
• More attributes = deeper knowledge of customer = increased targetability
– Total impressions (informed by data)
• Total reach against targeted users
– % effect on performance (standard for interaction/click)
83. : Data At Rest Tends To Stay At
Rest. Data In Motion Is Activated.
Marketing Creates Amounts Of Data
– The average web page creates 6 pieces of usable datapoints
– An avg. online campaign generates approximately 6MM usable datapoints
– Your average online campaign activates 16 tactical execution partners
• (publishers, ad-serving, creative, reporting, etc.)
Once The Data Is Live, It Creates
– Cross-partner data usage
– Perpetual data aggregation drives ongoing optimization
– Avoids silo’d execution of your partners
84. : Scale x Depth = Efficiency
(the formula for success)
• Reliant on establishing a base of signal from noise in data – a little good data is
better than a lot of bad data.
• More data, more stamps, more attributes, therefore the more you know about your
audience and the more you can tailor a message to them at the right time.
• If you can port your data and the profiles you’ve created to many different places
then you can scale. If you can’t, then you’re stuck.
• There is more intrinsic value in a partner thaat is chanel agnostic than one who is
tied to a single execution layer (i.e. a DSP)
85. : For Every Partner, There Is
An Effective & Efficient Activation.
• The eco-system is rather than consolidating.
• Every partner that you work with will benefit from data
their execution.
• If you the data, you control the execution of
your partners.
86. : Data Entropy – Customer Data Tends To
Stay Fragmented Unless It Is Actively Organized
(Also Known As Chaotic Data Theorem)
.
• Data is accumulated on a minute by minute
basis and the volume grows exponentially.
• Unless you have a system in place to manage
and activate it, it is a wasted opportunity.
• You need to establish a classification
methodology, and implement through to full data
activation to turn bits and bytes into customers.
88. When Examining Partners For Data
Activation, Consider The Following
1. Ability to ingest, classify and activate offline data
2. Size of their partner network (established activations)
3. Experience in activating across channel
1. Display, video, mobile, social, offline
4. Past performance of their data partners
5. Scope of the integration with their key customers
1. Server to server, etc.
6. Ask what limitations they have in activating data
1. Overlap, match vs. passback
89. Summary
• Data Activation is the core of marketing in 2013 and beyond.
• Activation requires cross-channel capabilities.
• It is complicated, so you need to select the right partner.
• Do your homework.