This document discusses digital marketing planning using data and personalized messaging. It covers collecting first, second, and third party data from various sources to build customer profiles and intent models. This data is then used to target consumers across devices with dynamic and localized creative messaging through various online channels like display, social media, and video. Analytics provide insights into audience segments and creative performance to optimize campaigns and find new customers.

1. LVIMA – Digital Planning Day
NETMINING
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2. 2
EXPERIENCE

3. 3
DATA LOOP
DESKTOP
MOBILE
DYNAMIC 1:1 MESSAGING
DMP
ON-SITE
LOOK-A-LIKE
CONTEXTUAL SIGNALS
INTENT MODELS
WEATHER
CRM
TRAVEL INTENDER
MOBILE / LOCATION
DATA SOURCES
ACTIVATION
SEARCH DATA

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DATA ACTIVATION
DYNAMIC MESSAGES
DESKTOP
MOBILE
DIRECT TO PUBLISHER
PRIVATE MARKETPLACE
OPEN EXCHANGE
HIGH IMPACT
RICH MEDIA
VIDEO
DYNAMIC MESSAGES
DISPLAY ACTIVATION
CHANNELS
PROGRAMMATIC
INVENTORY
CREATIVE
FORMATS
FACEBOOK
STANDARD

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SMART REMARKETINGSM
zz
On-Site Data
1st Party
Demo Data
Highest Interest
Product
Historical Location Data
Consumer/Marketer’s
Geo Locations
Demo Data
Dynamic Localized
Creative
CONSUMER CONVERTSRESULT
CONSUMER VISITS SITE/HOTEL

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FINDING AND KEEPING YOUR BEST CUSTOMERS
v
Utilize historical visitation data of
your visitors to drive them back to
your property.
Upsell consumers on location for
rooms, shows, dining, and
nightlife.
Conquest your competition’s
competitors and deliver them to
your property.
v

7. COLLECT AND MATCH
AVAILABLE DATA POINTS
TARGET YOUR OFFLINE
CONSUMERS ONLINE
BRING OFFLINE DATA ONLINE
OFFLINE DATA ATTRIBUTES
Gender
Frequency
Spend
LoyaltySale
Products
Email
Coupons
Address
Customer
Database
(CRM)
Address
Frequency
Sale
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PMP DEALS
We pride ourselves in building strong and valuable partnerships.
Here is a snapshot of our private marketplace deals.

9. SECOND LINE
Build models based on signals
via browsing behavior,
contextual content, sites
visited by engaged consumers
Identifies which types of
browsing behaviors are most
likely to lead to a conversion
Understands what types of
interest segments/categories
over index and then serves
ads to those audiences
We can build out different segments
for each travel/hotel line of business
INTENT SEGMENTS
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NETMINING
DATA SCIENCE TEAM
BUILDING THE UBER
TRAVEL SEGMENT
LAS VEGAS
INTENDER
NEWLY
ENGAGED
URBAN
SOCIALITE
HARDCORE
GAMBLER

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CUSTOMIZED DYNAMIC CREATIVE

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CROSS-DEVICE CAPABILITIES

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CROSS-DEVICE ANALYTICS
FLEXIBLE
PRICING
SCALE /
SITE QUALITY
PROPRIETARY
DATA
WHY WE ARE DIFFERENT

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QUESTIONS?

14. Data Types:
• 1st-party
• Explicit
engagement/interactions
on market web site
• In-store purchase data
• 2nd-party
• Predictive modeling
• Historical visitation
patterns by physical
location (mobile)
• Real-time location
(mobile)
• 3rd-party
• Implicit/behavioral
• Data Partnerships
3rd
party
1st
party
On-site
Behavior
Geo/
Lat-long
Browsing
Behavior
Habits
Shopping
History
AUDIENCE
INTELLIGENCE
(our version of AI)
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UNDERSTANDING DATA SIGNALS

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DATA-DRIVEN PROSPECTING
Our data science team builds out proprietary
data segments that are modeled from your
1st party data and enhanced by our 3rd
party data relationships
Engage app users and website visitors using
both desktop and device data. Utilize geo
targeting strategies and historical location
data
LOOK-ALIKE MODELING
INTENT SEGMENTS
CROSS-DEVICE TARGETING
We identify your most engaged users and
uncover new prospects showing similar
attributes

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COMPETITIVE CONQUESTING
3rd Party Data
On-site Behavior/
Exposure Path Data
Intent Segments
Contextual Signals
Geo Location:
Consumers
Geo location:
Marketer’s Locations
Geo Location:
Competitor’s Locations
Demo data
COMPREHENSIVE UNDERSTANDING OF COMPETITIVE LANDSCAPERESULT
CONQUESTING TACTICS

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HIGH IMPACT

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PREMIUM VIDEO
Netmining offers a wide range of video targeting capabilities. All campaigns incorporate our
proprietary audience scoring and optimization technology.
Video units see 3x more engagement than the standard ad
*Rhythm Media, 2014
ADVERTISERCTR
AUTO 1
0.04%
0.124%
3X CTR
2X CTR
MARKETER RUNNING
DISPLAY CAMPAIGN
AUTO 2 TIRE 1
0.04%
0.079%
TIRE 2
W/O VIDEO W/ VIDEO

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CROSS-DEVICE CAPABILITIES

20. Netmining’s Dynamic Insights Reporting Dashboard takes all of your display data and
summarizes it into clear insights that are actionable at a glance.
Interface Examples:
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DYNAMIC INSIGHTS

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AUDIENCE INSIGHTS

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CREATIVE ENGAGEMENT INSIGHTS