Data Innovation Built on Audience Insights

Know Your Audience: Innovation Built on Big Data
Joe Reid, MD Europe
IT Innovation Day -September 2014
© 2014, all rights reserved | Proprietary & Confidential, Krux Digital Inc. | Not for distribution. | krux.com

@Kruxdigital
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Krux Background
HistoryFounded in 2010, HQ in San Francisco, offices in Boston, London, New York City, Singapore, and Sydney
MissionTo improve marketing effectiveness, engagement, and the consumer experience through the efficient, policy controlled, and responsible use of data.
2Bpeople devices
5PB analytic environment on-demand
80%
of connected web
100Bimpressions

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Data Innovation Begins with One Simple Cultural Decision

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And for the MS competitors in the room…

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The Influential Role of IT –Anticipating the Big DATA Needs of your CostumersThink about your role in the application of Bayes Theorem –the ability to associate the past with the current, and futureBe the guide posts to enable your peers to think probabilistically and drive your businesses forwardThe secret to working with data is to try, and err. Make the data available dynamic and actionableProvide tools to harness the intersection of the objective and subjective

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Consumers are increasingly complex and dynamic and can’t be put in to basic segments (anymore)

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People data is coreNeed to communicate directly and personally with people
“I want it
PERFECT!”
“I want it NOW!”
“I want it PERSONAL!”

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Marketing in the new world order…
MobileApp
Location
Content
(Owned)
App
Web
Social (Earned)
Twitter
Facebook
Pinterest
Offline
Sales
Registration
ERP
CRM
TV
CouponsOnline
Influencer identification & engagement
Media (Paid)
Set Top Box
Browser
Search
Blogs
In- Store
… is about capturing and harnessingpeople data to power smarter, more personal experiences

@Kruxdigital
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@Kruxdigital
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M
Getting a single view of the customer is improving but still needs attention

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Everyone now need to do more with less
89%
76%
No Change in Budget or Resources
New Responsibilities
Source: Forrester/Business Marketing Association May 2013 Global Marketing Online Survey

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IT budgets and decisions are shifting
37%
•37%of total technology spend outside of IT control
•69%of business unit leaders believe they can make better, faster department technology decisions when IT is NOT involved
•79%of C-level executives believe they can make technology decisions better and faster than IT staff
Avanade: Global Survey: What’s creating tension between IT and business leaders –April 2014

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@Kruxdigital
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M

@Kruxdigital
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IBM Global CMO Survey
The technology problem
71% CMOs say they don’t have the tools needed to master data driven marketing.

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In the Data Era, DMPs are the control center and IT can lead the charge
Data Management
•CRM DataMarketers
•Purchase Data
•Loyalty Data
•Campaign Data
•Website Data
•Subscription Data
•Registration Data
•Website Data
Personalized engagement
Actionable customer insights
Higher ROI on marketingOutside Systems & Partners

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A flexible solution that spans all data inputs & execution channels
© 2014, all rights reserved | Proprietary & Confidential, Krux Digital Inc. | Not for distribution. | krux.comOnline & Mobile DataData ProtectionPrivacy Settings
2ndParty Partner Data
3rdParty Data Providers
Campaign & Outbound
Consumer Behavior, Intent, Interest, & Engagement
Segmentation & Discovery
Cross-Channel Campaign Analytics
Direct Buys
Programmatic Buying/Selling
Social
Cross-Channel ControlsActionable Segments
Search

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@Kruxdigital
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M
Case Study: Eliminating Marketing Waste
30% of Impressions in desired frequency
30% Impressions over exposed
CHALLENGEMajor brand marketer runs across more than 20+ media and programmatic channels every monthSevere audience duplicationNo global control mechanism to optimize frequency effectively
SOLUTION
Globally managed frequency using KruxImproved ROI: By optimizing under-performing partners & audiencesReduced Media Waste: Identified media execution partners with problemsSaved Operational Cost: By eliminating over-saturation on a per-user basis
Target Frequency
Reducing Waste by 240% -less than 3% overage
Overage

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Questions?

Thanks
Joe Reid, MD Europe
IT Innovation Day -September 2014

Data Innovation Built on Audience Insights

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