This document provides a history of data collection and usage from ancient times to present day. It discusses early data storage methods like tally sticks and the abacus. Important developments highlighted include the Library of Alexandria, the Antikythera Mechanism, John Graunt's statistical analysis, and Herman Hollerith's tabulating machine. The document then covers the development of digital data storage and computing, the concept of business intelligence, and the rise of big data. It discusses challenges of managing marketing data across different systems and proposes using a data management platform to address these challenges.

1. 2015 Lenovo Internal. All rights reserved.
DMP – Securing Your Future
Gary Milner,
Global Director, Digital Marketing,Lenovo

2. 2
C 18000 BCE C2400 BCE
• Humans use tally sticks to record data
for the first time. These are used to
track trading activity and record
inventory.
• The abacus is developed, and the first
libraries are built in Babylonia

3. 3
300 BCE – 48AD 100-200AD
• The Library of Alexandria is the
world’s largest data storage center –
until it is destroyed by the Romans
• The Antikythera Mechanism – the first
mechanical computer – is developed
in Greece

4. 4
1661 1881
• John Graunt conducts the first
recorded statistical-analysis
experiments in an attempt to curb the
spread of the bubonic plague in
Europe
• Herman Hollerith creates the Hollerith
Tabulating Machine which uses punch
cards to vastly reduce the workload of
the US Census.

5. 52016 Lenovo Internal. All rights reserved.
1926 1928
• Nikola Tesla predicts that in the future,
a man will be able to access and
analyze vast amounts of data using a
device small enough to fit in his
pocket.
• Fritz Pfleumer creates a method of
storing data magnetically, which forms
basis of modern digital data storage
technology

6. 62016 Lenovo Internal. All rights reserved.
1958 1989
• Hans Peter Luhn defines Business
Intelligence as “the ability to
apprehend the interrelationships of
presented facts in such a way as to
guide action towards a desired goal.”
action towards a desired goal.”
• Early use of term Big Data in
magazine article by fiction author Erik
Larson – commenting on advertisers’
use of data to target customers.

7. 7
1996-7 2010 and 2015
• The price of digital storage falls to the
point where it is more cost-effective
than paper
• Google launch their search engine
which will quickly become the most
popular in the world.
• Michael Lesk estimates the digital
universe is increasing tenfold in size
every year
• Eric Schmidt, executive chairman of
Google, tells a conference that as
much data is now being created every
two days, as was created from the
beginning of human civilization to the
year 2003.
• The data volumes are
exploding, more data has
been created in the past two
years than in the entire
previous history of the
human race.

8. 8
Data is the new oil — and
the question is who’s
going to own it?” –
Jackson Bond, Founder of
German Start-up Relayr

9. 92016 Lenovo Internal. All rights reserved.

10. 10

11. 11

12. 12

13. 132016 Lenovo Internal. All rights reserved.
DATA AND AI = REAL TIME MARKETING

14. 142016 Lenovo Internal. All rights reserved.
Marketing Challenge – Each System Has Own Audience

15. 15
Lenovo Tech Stack _Drive Simplicity
Ad Serving &
Tracking
Analytics
Audience Data
Management
Creative
Management &
Deployment
Programmatic
Media Buying
Programmatic
Search Buying
Data Infrastructure Media Buying Platforms
Search/Video/Social/Display/Native/TV
Focus Areas For Marketing

16. 162016 Lenovo Internal. All rights reserved.
Solve For These Challenges With A DMP

17. 172016 Lenovo Internal. All rights reserved.
What Is A DMP?

18. 182016 Lenovo Internal. All rights reserved.
Collecting Your Data

19. 19
Lenovo DMP
Powerful integration and
activation with the Adobe
Marketing Cloud
Manage identity across data
points = target people, not
screens
Define, manage, and syndicate
high value audiences across
your marketing and adtech
platforms
Leader in the DMP space
Adobe Audience Manager

20. 20
Understanding Data Types – Lenovo Data in DMP (1st party)

21. 21
Foundational Use Examples - Suppression
Facebook/Social visitors
removed from display/video plan
Remove all lenovo.com visitors from
media execution = nett new strategy
Designated consumer/smb visitors
from lenovo.com removed from
each respective media

22. 22
Foundational Use Examples – New Audience/Product
New Product Launch
- existing visitors to .com not key target audience
- build lookalike models from media traffic only
and push back to DSP.

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Algorithmic Segment Marketing
 Building Segments composed of Site data, 3rd party data, and CRM data
and activating those in Paid Media Channels
- Excluding Lenovo Corporate Ips
- Building mutually exclusive SMB/Consumer segments based on 3rd party company size data
excluding offline purchases
Leveraging Audience Manager segments ported to Adobe DCO for Dynamic
Creative Offers
Onboarding algorithmic segments and activating in Paid Media Channels
-Algorithmic “high value” customer segments based on clickstream data are being activated in paid
media. Significant efficiency lift over standard retargeting proven in North America

24. 242016 Lenovo Internal. All rights reserved.

25. 25
Algorithmic Segment Marketing

26. 26
Pillars Of Operational Success
• OPERATON EXCEL
GROW
DEMAND
CONVERT
DEMAND
ENGAGE
CUSTOMER
OPERATION
EXELLENCE

27. 27
Pillars Of Operational Success
• OPERATON EXCEL
GROW
DEMAND
CONVERT
DEMAND
ENGAGE
CUSTOMER
OPERATION
EXELLENCE
New Engagers
New SMB audiences
DMP global use
Content optimization
to drive researchers to
considers
Data Driven testing
Drive Standards
Community
Consistent Knowledge
Base
Improve data quality
LFV uplift from e-
support through
retarget
Mobile segments in
DMP

28. 28
Issues We have Had
Communications Across Geos
Clarity over what is in database
What worked /didn’t
User access globally needs well defined
Need country and agency data isolation
Too many agencies in one geo with multi DSP
Segment pollution

29. 29
Data
“AI IS THE NEXT WAVE OF MARKETING”
DMP WILL BE AN ENABLER

30. 2016 Lenovo Internal. All rights reserved.
Appendix

31. 31
Have Had

32. 32
Use Cases
• Audience Prospecting “I want to find more people like my high value customers”
– Creating valuable audience profiles that can quickly be grown requires rich 1st party data
that can be amplified with look-alike modeling and the purchase of 3rd party data
- Analytics – collects rich behavioral first party data to identify high-value
- Audience Manager – allows you to combine your data sources in one place and create
customer profiles based on specific attributes and make your site more productive
• Audience Intelligence “I want to discover and grow audiences through
engagement, advertising and subscriptions.”
– I don’t know enough about my existing and potential audience to meet monetization and
engagement goals and I can’t see audiences beyond basic attributes
• Connected Experience “I want to give customers a continuous experience
across devices”
– Create, manage and deliver connected experiences across channels, devices, touch points,
including online and offline interactions.

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Marketing Tech Stack
Principal Partners
Core Media Supported
Private Markets
Verification and
Measurement
Primary Secondary
+

34. 34
Why Adobe?
• Technology/Fees
– Integrated marketing stack (media to site)
– Better data matching (DMP to media buying)
– Vendor Agnostic integrations (independent)
– Lower fees
• Media Availability
– Support Social Buying
– Don’t own media inventory so less platform bias
• Training and Support
– Dedicated training academy
• Safety
– Fraud Guarantee @3%
2017 Gartner Research
"Magic Quadrant for Digital Marketing Hubs"