The document discusses how a financial services company used a data management platform (DMP) to improve their digital advertising campaigns. It describes how DMPs allow companies to centralize disparate first, second, and third party customer data to create more integrated audience profiles. This enables more targeted and personalized experiences across channels like paid search, display ads, websites, and messaging. The company was able to save 14% of their original display budget by excluding current customers, increase conversion rates by 10% through advanced targeting, add 1.7 million new customers to their retargeting pool for a 31% increase in conversions, and reach over 278,000 existing customers for cross-selling opportunities.

1. Ryan Hatfield
Vice President, Digital Campaigns Director
Using a DMP to Drive Results
A Financial Services case study in leveraging a
Data Management Platform
11/30/16
1

2. 2
The Original Display Ad
AT&T, circa 1994 A.D.
• No Logo
• No Data
• No Ad Networks
• No Video
• No Mobile
• No Rich Media
• Total of 30MM
People Online
• 44% - 78%
Clickthrough
rate!!!

3. 3
The Modern Digital Ad
AT&T, 2015
• Ad Choices
• Impression Level
Targeting
• Learning Algorithms
• Ad Exchanges
• Dynamic Creative
• Programmatic
• Cross Device
• Total of +3.2B
People Online
• <0.10% Clickthrough
Rate!!!

4. 4
The Modern Digital Ad Lumascape
© LUMA Partners LLC 2016

5. 5
The Modern Digital Ad Lumascape
© LUMA Partners LLC 2016

6. 6
What is a DMP

7. What is a Data Management Platform
(DMP)?
Audience
Insights,
Creation &
Management
Audience Delivery for
Channel Messaging
Ingestion &
Normalization
of Digital and
Offline Data
“In simple terms, a DMP is a
piece of software that sucks up,
sorts out and houses information,
and spits it out in a way that’s
useful for marketers, publishers
and other businesses.”
Digiday, WTF is a data management platform?
1 2
3
7

8. Types of Data
DMP Data Ingestion Techniques
CRM/Prospect Data
Onboarding
Website and Landing
PageTagging
Media Tagging
3rd Party List
Onboarding
Digital 3rd Party Data
First-party data is the data collected by
Fifth Third directly on current and
potential customers.
(Ex: MDM)
Unique, reliable, cost efficient harder to
scale.
1ST PARTY DATA
1st
Third-party data is collected from
customers by a company that isn’t
directly involved in the transaction.
(Ex: Acxiom, IXI, etc.)
Large scale, depth and breath, may lack
accuracy
3rd PARTY DATA
Second-party data is someone else’s
first-party data. Except in this case, that
first-party has agreed to share usage of
the data with Fifth Third.
(Ex: Bengal’s season ticket holders)
Unique, Reliable, harder to source.
2nd PARTY DATA
1st 2nd
3rd
List/Cookie Sharing
8

9. From Silos to Integrated Audience
Profiles
D MP
Silo-ed and inefficient use of profiles/data Integrated and centralized management of
profiles/data
ExecutionExecution
Paid
Search
Call
Center
Paid
Social
Digital
Display
Website/
Mobile
App
Messaging
(Email/SMS/
DM)
1st Party
Data
2nd Party
Data
Paid
Search
Call
Center
Paid
Social
Digital
Display
Website/
Mobile
App
Messaging
(Email/SMS/
DM)
1st Party
Data
2nd Party
Data
3rd Party
Data
3rd Party Data
D M P
N O D M P
A DMP is a centralized digital data warehouse that collects and integrates disparate 1st
party, 2nd party and 3rd party data that can be leveraged for real-time targeting and channel
personalization.
9

10. 10
How do we use
our DMP

11. Targeted
Personalized
Experience
Audience Content Orchestration
Insights
CRM
Platform
Advanced
Analytics
Attribution /
Forecasting
Business
Intelligence
Creative
Offer
Message
Publishing
Insights
Strategy
Planning
Segment
Syndication
Data Management
Platform
Content Management
System
Decision
Engine
Business Rules
Contact Strategy
Algorithms
Management
How it all comes together…
11

12. Unlocking a New Targeting Approach
Ring 4: Most Mass
Mass reaching media channels providing reach
and scale to a large target audience informing
lower rings
Ring 3: Highly Relevant, Contextual Content
Contextual, content based targeting validated to
perform well against target audience
Ring 2: Highly Targeted Prospects
Lookalikes of 1st party data and 3rd party vendor
data (e.g. IXI) to model and retarget qualified
prospects
Ring 1: Most Targeted
Fifth Third 1st party data to target customers on
existing prospect and cross-sell lists out in
media
SCALE, AWARENESS, DATA GATHERING
RELEVANCY,ACQUISITION,APPLICATIONOFDATA
12

13. Targeted 53.com Homepage Content
Emily has a checking account with Fifth
Third, and is on the mortgage cross-sell list
Tim has a checking account and credit card
with Fifth Third, but no savings account
13

14. Targeted 53.com Homepage Content
(cont.)
Shaun is a prospect, but he is in-market
for a credit card and previously clicked on
a Fifth Third credit card ad
Jim and Kathy have been shopping
home improvement projects and
previously showed interest in HELOCs
14

15. Unlocking Dynamic, Personalized Ads
Streamlined production of “creative layers” to build out multiple ad variations that
dynamically present to different segments of customers/prospects based on the
targeted audience.
15

16. 16
So what

17. 17
14%of original display media budget saved from being
wasted on current customers and reallocated to
prospecting efforts.
Customer Exclusion & Lookalikes
10%increase in conversion rate due to more advanced
targeting.

18. 18
1.7MMnet new reach added to the retargeting pool
resulting in 31% increase in conversions.
Retargeting
37%increase in retargeting revenue.

19. 19
278K+existing customers eligible for cross sell reached
in 3rd party media rather than waiting for them to
come to our website or branch.
Cross sell

20. 20
What questions
do you have