Digital, mobile and customer centric approaches are not always easy to accomplish for a 32-year-old icon entrenched in networking hardware, telecommunications equipment, and other high-tech services and products. It's not for a lack of innovation. Leonard Bosack and Sandy Lerner, two Stanford University computer scientists founded Cisco and pioneered the concept of the local area network (LAN) used to connect geographically disparate computers over routers. Sound complicated? Join Diane Pease, regional audience manager at Cisco, as she walks through the transformation.
11:10AM - Adrien Icardi - How Betsson Group coordinates programmatic advertis...Digiday
Digiday Programmatic Summit Europe
Dublin, Ireland 2017/04/25
How Betsson Group coordinates programmatic advertising across international markets
Adrien Icardi, head of mobile acquisition, Betsson Group
How Omni-Channel Data Collection Can Power Marketing MeasurementEnsighten
(Greg Engen, SVP Business Development, Ovative, and Alex Andrews, Senior Analyst, Measurement & Activation, Ovative) Digital is becoming an increasingly critical part of the brand marketing mix, but measuring the impact of that marketing across the enterprise has always been a challenge. Learn how digital agency Ovative/group helped a billion-dollar retailer implement Ensighten Pulse to power enterprise measurement, unlocking greater control of customer data, enhanced visibility into marketing performance and new opportunities to optimize their digital marketing against enterprise KPIs.
“Viewability” is only the means to an end - what should be the deeper goal of gauging attention. Philip shows how Asics uses third party tools to cut through the walled gardens of incompatible KPIs and definitions to find an arbiter of truth. But how can media teams also use these metrics to break down subjectivity in talking to creative teams and develop more robust channel strategies? Viewability is just the beginning.
Marketing in Surprising Times: NAED ADventure ConferenceLois Kelly
Marketing trends in a digital age: relabeling marketing, using preference and customer love as a decision filter, building capabilities as marketing strategist, scientist, activist, artist
Keynote presentation from Kantar Media CEO Andy Brown at asi 2017Kantar
Take a look through the key points from Kantar Media's DIMENSION 2017 study identifying the challenges - and opportunities faced by today's media industry.
Digital, mobile and customer centric approaches are not always easy to accomplish for a 32-year-old icon entrenched in networking hardware, telecommunications equipment, and other high-tech services and products. It's not for a lack of innovation. Leonard Bosack and Sandy Lerner, two Stanford University computer scientists founded Cisco and pioneered the concept of the local area network (LAN) used to connect geographically disparate computers over routers. Sound complicated? Join Diane Pease, regional audience manager at Cisco, as she walks through the transformation.
11:10AM - Adrien Icardi - How Betsson Group coordinates programmatic advertis...Digiday
Digiday Programmatic Summit Europe
Dublin, Ireland 2017/04/25
How Betsson Group coordinates programmatic advertising across international markets
Adrien Icardi, head of mobile acquisition, Betsson Group
How Omni-Channel Data Collection Can Power Marketing MeasurementEnsighten
(Greg Engen, SVP Business Development, Ovative, and Alex Andrews, Senior Analyst, Measurement & Activation, Ovative) Digital is becoming an increasingly critical part of the brand marketing mix, but measuring the impact of that marketing across the enterprise has always been a challenge. Learn how digital agency Ovative/group helped a billion-dollar retailer implement Ensighten Pulse to power enterprise measurement, unlocking greater control of customer data, enhanced visibility into marketing performance and new opportunities to optimize their digital marketing against enterprise KPIs.
“Viewability” is only the means to an end - what should be the deeper goal of gauging attention. Philip shows how Asics uses third party tools to cut through the walled gardens of incompatible KPIs and definitions to find an arbiter of truth. But how can media teams also use these metrics to break down subjectivity in talking to creative teams and develop more robust channel strategies? Viewability is just the beginning.
Marketing in Surprising Times: NAED ADventure ConferenceLois Kelly
Marketing trends in a digital age: relabeling marketing, using preference and customer love as a decision filter, building capabilities as marketing strategist, scientist, activist, artist
Keynote presentation from Kantar Media CEO Andy Brown at asi 2017Kantar
Take a look through the key points from Kantar Media's DIMENSION 2017 study identifying the challenges - and opportunities faced by today's media industry.
Social advertising, native advertising, content marketing, mobile, marketing automation, CRM, email marketing - today's world of marketing is filled with more opportunity than ever before. But with this opportunity comes the potential inertia of too much – too much to learn, too much data to measure, too many technologies to adopt, too many marketing tactics to integrate – too many decisions overall! Find out how to bring strategic structure to the chaos in a way that your peers and leadership can clearly understand and support. Learn how to develop a strong, integrated campaign that will help you justify your marketing budget - or get a budget - to your organization's executive leadership.
Dynamics Day 2016: digital transformation - getting personalIntergen
Richard Brown and Lee Stevens look at the latest digital experience trends and how digital marketing technologies are becoming more customer-centric, helping you deliver the right message to the right person at the right time, across multiple channels – ultimately delivering business results.
Engagement strategies for law firms to compete in the age of the customeredynamic
Today’s business relationships can be initiated online using personalized thought leadership content to attract prospects to your firm, engage with your attorneys, and transport them along a buying journey to becoming a client. Your digital platform is now the tool that builds trust and relationships with your clients.
Henry Rowe's presentation from Propel's recent "Predictions for Digital 2013" event. For more content like this, go to www.propellondon.com/blog or follow us on Twitter - @propellondon
When Device Recognitio an Programmatic Buying IntersectAdTruth
Mobile presents a major challenge to marketers: how to recognize and reach audiences programmatically, at scale, with support for sophisticated targeting and measruemtn models- whie still adhereding to consumer privacy best practices. This paper describes how mobile RTB - enabled by a new approach to device identification - meet this challenge.
Predicting the future of b2b marketing with NexusCyance
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The Secret Ingredients to Marketing on a Small BudgetFlint Group
How do you prioritize and make marketing decisions that will have an impact on your business if you have limited funds? This presentation will walk you through the steps to identify goals, develop strategies, and determine best uses of your marketing dollars.
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Consumers’ expectations for the emails they receive have changed. If something arrives in their inbox, they expect it to engage with them on a personal level, and to sound like a human being is contacting them.
Today, sounding more human in your email marketing comes down to personalisation, whether it’s using data to simply address a consumer by name, or using more in-depth research to personally engage with someone. And with advances in machine learning and AI, the future will no doubt offer up both new opportunities and challenges to talk to audiences.
SAAL A - 10:15 - Deciphering The Digital Ecosystem with Performance with Matt...PerformanceIN
It is time for performance marketing to take the lead in navigating the increasingly complex and fragmented digital ecosystem.
With technology at its bedrock, our unique breed of advertising is ideally placed to drive innovative changes that lead to greater integration, understanding and return for advertisers. Now, it seems that an intervention from performance will go some way towards helping brands cut through the complexity of devices, channels, platforms and traffic sources.
Led by Tradedoubler chief executive Matthias Stadelmeyer, this session will focus on presenting digital marketers with the hard facts and stats ruling the industry.
Stadelmeyer will also lay down the importance of data in gaining rigorous consumer insight, its effect on targeted advertising and how dynamic creative is taking personalised performance marketing to the next level.
Transform results by focusing on receptive audiences TNS
The best ad in the world won’t deliver results if it can’t reach those likely to buy its product. A future-focused approach to identifying receptive audiences is delivering results where traditional targeting has failed.
2. 22
Solving Marketer Problems
Poor match & reach rates
Small audiences that don’t persist
Cookies & segments; not true people-based marketing
Cross-device challenges
Limited profile knowledge & dynamic creative
Inefficient media buying
Inaccurate measurement; poor insights & reporting
Your ad technology is
suboptimal.
The “experts” you rely on
are misleading you.
The way you measure
success is inaccurate.
Why are you
settling for less?
4. 44
Integrated Approach
1:1 Marketing at Scale
Recognition
& Reach
Connecting to real
people for years,
wherever they are
Individualized
Profiles
A deep understanding of
every consumer
Decisioning
& Delivery
Delivering highly relevant
messages across display
and video
Measurement
& Insights
Continuously learning
and optimizing
5. 55
Align Millions
Of Moving Parts
19
cookies per person
3.4
devices per person
56%
will change phones
this year
Cookie DeviceBrowser Person Household
6. 6
What
I Buy
Online & offline
purchases
Where
I Go
Location &
proximity intel
What Media
I Consume
Websites, videos,
devices
Funnel
Activity
Prospect, loyal,
lapsed, site,
store
Media
Served
Display, mobile,
video, social,
email, direct mail
Cross-Channel
Marketing Data
Email, catalog,
direct mail, loyalty
activity & beyond
Create One View
Of Individuals
6
7. 77
Don’t Settle for Less
Key Takeaways
Focus on segments of one (common ID) to get more return from your media.
Take an integrated approach to move your digital marketing to real time.
Think full funnel to grow your customer value.
Integrate intelligent media to put your customer at the center.
Questions? Please contact:
Jason Fischer, VP Business Development
(303) 410-5164
jfischer@conversantmedia.com
8. 88
Case Study: Staples
Results
80%
match rate
22%
incremental revenue
lift among lapsed
site visitors
Challenge
Staples couldn’t reach their offline buyers online,
or target at the person level. And their campaign
analytics and insights were incomplete. 9%
incremental
revenue lift
Solution
Conversant accurately reached their buyers
with deeply personalized messages, and
provided closed-loop reporting for online
and offline sales.
Editor's Notes
Don't Settle for Less: Improve Your Digital Media Efforts Overnight Spend on digital media in 2017 will surpass that of TV, radio and print combined. This makes sense, as consumers pay increased attention to their devices. However, most digital marketing efforts are lacking, when there are better ways out there to engage consumers on digital. Why are marketers settling for less? This talk will explore innovation, best practices and how to re-think ad tech. The status quo will be challenged, and you'll walk away with ideas for how to make your digital media strategies better immediately.
Good morning! My name is Jason Fischer and I’m with Conversant Media. We are excited to sponsor this day and trust that you’ll come away learning a few things given the time you are investing.
I’m fortunate that I get to meet with Marketers like you every week. Usually many meetings per week. When we talk about digital I can summarize the challenges that I hear from all of you in the following buckets:
Poor match/reach
Small audiences that don’t scale
Cookie based and not people based marketing
Still trying to figure out cross-device
Inefficient media buying and inaccurate measurement
Trying to use common ID across digital and other
Better insights on our buyers and prospects
Why are you settling for less?
I should at this point provide a disclaimer to the crowd that all may not apply to you, however, if one of these areas creates new thinking or provokes you to go back and ask if your team, your company is thinking about digital media strategy the right way, you are in better shape than today.
Ok. So my thesis on why most Marketers are settling for Less falls into a couple of buckets
The investments you are making on current ad tech stacks and point solutions are not giving you the returns. This approach is flawed
The people you often rely on are failing you. No, not your own Marketing teams although there may be some experience challenges on your own teams. I’m talking about your “extended teams”, The Ad Agency and the Analysts (Gartner, Forrester).
Measurement is inaccurate causing a false positive or a feared pull back of digital
Now think about your ad technology decisions. If you are like many of the Marketers I meet with, you are likely using a data onboarder, a DMP to select audiences, a DSP to buy media and you may be cobbling together a few other point solutions.
There are inherent issues with this approach … and it’s the industry standard.
The way to improve your digital marketing is to take a one platform approach – talk through the 4 Pillars. Let’s dig into each of these a little deeper to understand why…
It all starts with recognition and accuracy at an ID level. What many marketers don’t understand is that keeping these five items in sync, at scale, in real time is extremely challenging. What makes it more difficult is that the average individual.
How much do you know about each individual you are targeting? You might know what they buy and what they browse from you. Do you know what they buy elsewhere? Browse elsewhere? What media they consume? Videos they view? Places they’ve been? Do you know where they sit in your funnel? Are your profiles updating in real time? If you lose this profile to cookie deletion, does all of your profile history return?