To build strong in-house programmatic teams, brands must hire talent that understands strategy, planning, testing and learning, measurement, data use, and how to recommend scalable solutions. Agencies have long targeted tech talent, so brands need to understand what skills to look for, such as the ability to map out clear plans, leverage available customer data, and provide actionable results and recommendations.

1. Hiring the right talent
Agencies and publishers have long been targeting tech talent in an effort to
stay ahead of the competition. Now that more brands are bringing
programmatic in-house, the need for them to understand exactly what to
look for when building their teams has never been more critical

2. The beginning
1934 + $500 “Johnson” Minneapolis
o Catalog circulation 70m+
o Spend about $360k a week in postage
o Database of over 26m buyers

3. 43%Phone
32%Online
25%Mail
Why agency talent is a must

4. Strategy
Know the destination then
build the methodology
Plan
Map out a clear game plan
and listen to the customer
Results
Remember the desired outcome
and provide actionable results
TEST & LEARN
Use a telescope
Think Big Picture

5. Silver Star Brands History of Display
Big retargeting network
Big search engine & email
Boutique network
Streaming online radio
Big display network
Reach & Impressions
Find customers in inbox
Targeted demo
Reach
Reach & recognition
Bombard w/ads
No transaction data
Little reach
Poor targeting
Black box
Acquisition
Data & modeling
Find scale
Segmentation & scale
Transparency
NETWORK STRENGTH WEAKNESS WHAT TO FIX

6. Measurement
Know the numbers and understand
what they are saying
• Averages vs Distribution
• IROAS
• Online vs Offline
Data
Take advantage in using
everything at your disposal
• 26M customers
• 70M catalogs/yr
• 3rd Party Data Append
• Site Analytics
Recommendations
What will it take to scale the
results
• Roll out potential
• Projected IROAS
• Resource Needs/Plan

7. Media Strategy
2.3 IROAS
•$150k/mo in promotional spend
•Roll into other brands

8. Media Strategy
6.5
5.0
2.9
2.3
2.0
1.7
1.4
0.7
-
1.0
2.0
3.0
4.0
5.0
6.0
7.0
-
100,000
200,000
300,000
400,000
500,000
600,000
700,000
1
2to3
4to8
9to15
16to25
26to60
60to100
100+
IROAS
#Individuals
# Impressions/Individual
Customers

9. Know how to balance both

10. Thank you!
Jennifer Heim
General Manger – Miles Kimball
jheim@silverstarbrands.com