How to deliver the right message to a consumer during his customer journey - even if he changes his device during the day? In today's online advertising programmatic marketing is a core part of each advertisers and media planners strategy. In our fragmented multi-device world understanding the consumer and his customer journey is more important than channels. This presentation at Performance Marketing Insights Europe in Berlin gives an overview of DataXu's capabilities. A case study with Ford shows how big data drives business decisions for large enterprises.

1. | 1
Martin Buske
Director of Engineering & Technical Sales, Europe
24th June 2015
Marketing to Consumers,
Not Channels

2. | 2
A data-driven approach to marketing that enables
delivery of personalised and relevant content to each
individual customer in real-time.
What is programmatic marketing?

3. “Programmatic is expected to
develop rapidly – potentially
reaching 46% of total display in
2014”– IAB UK Research, Media Owner Sales Techniques

4. | 4
Automate & Improve
Marketing
Investment
Decisions
Benefits of Programmatic
Use All That Data
Take advantage of all the data available
from your customer’s digital activity
Be Customer Centric
Deliver 1:1 tailored experiences everywhere,
at lower cost
Predict Success
Understand and predict when, where and
how customers are most likely to take action
Optimise Everything for ROI
Measure and optimise on everything you
learn - in real time

5. The Digital Lifestyle
launched the age of the
consumer

6. | 6
The changing consumer
Sports
Sports
Morning Afternoon Evening
41% of device switching comes from users trying to
continue the same task.*
… but marketers lose track of the consumer when they
switch devices
*Source: Facebook Programmatic IO Conference

7. | 7
TV Consumption is Changing
More screens. More data. 1:1 Targeting.
Then Now

8. | 8
Today’s marketers challenges
Goals: Last-Click CPA Goals: Brand Lift, Completed Views Goals: CTR
Silo’ed Channels make it difficult to get a complete view of the consumer
Goals: GRPs
100%
TV
10%60%
Display
30%
Video Mobile
TV Budget Digital Budget

9. | 9
The customer journey
Mobile impression
No site visit
No click
Site visit, no media attribution
Retargeting impression, no conversion
Conversion +
purchase, BUT
seems like
campaign didn’t
help
Morning Afternoon Evening
News
Shirt Sale!
50% off
Shirt Sale!
50% off
Shirt Sale!
50% off
Remembers ad, visits on
her laptop.
Searches for best price,
retargeted on different site.
Later that night,
decides to buy shirt
on her tablet.
Reads the news on phone.
Sees an ad for a shirt,
doesn’t click.
Anna
buys a shirt
and is
thrilled!
Christian is
sad his media
campaign
didn’t work
‘Omni-
channel’
Anna
‘The Planner’
Christian

10. | 10
Data is the new opportunity
Data provides marketers with an
extraordinary opportunity to
understand and engage customers
…but disparate sources are only
meaningful when considered in
relation to one another.

11. | 11
Real-time decisioning and analytics
technology gives marketers the ability
automate and improve investment decisions
by getting the right message to the right
person at the right time
Real-time Customer Engagement
Customer-Centric Messages across all formats & devices is essential

12. CASE STUDY
Big Data Driving Business
Decisions for Ford

13. Confidential | 13
Challenge: Siloed “Nameplate”
Focus to Marketing
 Budgeting decisions happened at nameplate level
 Pushed team beyond capabilities
 Measurement approach limited consumer insights

14. Confidential | 14
Solution: Corporate Re-organization
Around Consumer Behavior
 Spend following consumer interest, not
nameplates
 Measurement matches customer lifecycle
 Hands-on approach to technology

15. Confidential | 15
Results: Increased Performance & ROI
 More effective and coordinated team
 20% increase in consumer engagement
 More than 50% increase in efficiency of media
investments

16. | 16
What Marketers Want
Conversion Path
in Real Time
See multi-device
conversion
and path analysis
Improved
Efficiency
Deduplication
of Channels
Link TV
Campaigns
Bridge
digital and TV
campaign data
Message
Control
Sequence
messages across
devices
Accurate
Frequency
Unified counting
across all
devices

17. Thank you!
Martin Buske
mbuske@dataxu.com