SCOTT THOMSON
Data Driven Advertising &
Technology

@sufood
MEDIA
CHANGES

STORY
TELLING
DOES TOO
WHAT WE
KNOW

HOW WE
COMMUNICATE
WHO

EXPLICIT
Demographics

WHAT
IMPLICIT
Behaviour

HOW
WHERE

TRIGGERS
Life Events

WHE...
UNDER PERFORMING DATA ASSETS
DATA
WAREHOUSE

PROCESS

FUNDING

DATA ACCESS

BOUNCERS

LEGAL

PRIVACY

DATA
SUPPLICANTS
CUSTOMER
RELATIONSHIP
MANAGEMENT

PROSPECTS
&
LEADS

CAMPAIGN
MANAGEMENT

MARKETING
CHANNELS.
MANAGED /
ASSIGNED 
CUSTOMER...
Old World Data Analytics (Internal, Historical)
TARGETS
OUTCOMES
SOURCES
DWH

CRM
Usage
POS
Ext

Insights

ETL

Data
Marts...
DISPLAY

MOBILE

HOW DO I
FIND MY
CUSTOMERS?

SEARCH

VIDEO/TV

CRM
BI
CAMP. MGMT

SOCIAL

EDM

HOW DO I
ANALYSE
INTERACTI...
INFANCY:
IN HOUSE
TARGETING

ADVERTISER
SITE

ADOLESCENCE:
POINT 2 POINT MATCH

PARTNERS

ADVERTISER
DATA
3RD PARTY
DATA

1ST PARTY
DATA

1
ADVERTISER

Browser

1c
1b
1a

3a

2b

2
DMP

2a

2ND PARTY
DATA

3
DSP

MATURITY: DATA ...
PUBLISHER
AD SERVER

2

How SSPs, DSPs
& RTB Works!

1
WEBSITE

ADVERTISER
AD SERVER

DSPs

6

3

SSP
(RTB)

4
5

DMP
ATTRIBUTION, OPTIMIZATION
& VERIFICATION
PUBLISHER

ADVERTISER
BUY
SIDE

DSP

EXCHANGE

AGENCY

1ST PARTY

SSP

SELL
SIDE
...
DISPLAY

MOBILE

SEARCH

VIDEO/TV

SOCIAL

INTERACTION LOGS & TAXONOMIES

ANALYSIS, REPORTS & OPTIMISATION

ATTRIBUTION SC...
DISPLAY

MOBILE

NOW I CAN
FIND MY
CUSTOMERS...

SEARCH

VIDEO/TV

CRM
BI
CAMP. MGMT

SOCIAL

EDM

I CAN
OPTIMIZE
INTERACT...
Target
Cust.
Segments

BI

CRM

D
R
I
V
E
S

Prog. Buys,
Dynamic
Creatives

Digital Marketing
CMS

A
B
C

Digital Sales
Di...
New World Data Analytics (External, Real Time)
Real Time Data APIs
CRM
Usage

Real Time
Analysis Pipeline
Slow Data
Matchi...
ELUSIVE UNIFIED MARKETING
SEGMENTS
OUTBOUND

OFFLINE
SALES

OFFLINE
ATTRIBUTION
INBOUND

SEGMENTS
OUTBOUND

DIGITAL
SALES
...
DIGITAL LED SEARCH, SMS & EDM
PRODUCT
PAGES

START

FUNNEL
POOL
LANDING
PAGES

CAMPAIGN
MGMT
DIGITAL LED DM/EDM & OTM

START

PRODUCT
&
LANDING
PAGES

FUNNEL
POOL

CAMPAIGN
MGMT
Best Practice
vs Current

HOW TO EXECUTE
1

2
SE
RIN T
EA
EP
R

4

Lean
Execution

Rapid Pilots &
Evidence Based
Benefits
...
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Data driven advertising - Real Time Digital Marketing

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Technical presentation on Real Time Bidding (RTB), Data Management Platforms (DMP), Supply/Demand Side Platforms (SSP/DSP) and other tools of programmatic advertising and advertising data analytics

Published in: Marketing, Technology, Business
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Data driven advertising - Real Time Digital Marketing

  1. 1. SCOTT THOMSON Data Driven Advertising & Technology @sufood
  2. 2. MEDIA CHANGES STORY TELLING DOES TOO
  3. 3. WHAT WE KNOW HOW WE COMMUNICATE WHO EXPLICIT Demographics WHAT IMPLICIT Behaviour HOW WHERE TRIGGERS Life Events WHEN THE AUDIENCE MATTERS WHY
  4. 4. UNDER PERFORMING DATA ASSETS DATA WAREHOUSE PROCESS FUNDING DATA ACCESS
 BOUNCERS LEGAL PRIVACY DATA SUPPLICANTS
  5. 5. CUSTOMER RELATIONSHIP MANAGEMENT PROSPECTS & LEADS CAMPAIGN MANAGEMENT MARKETING CHANNELS. MANAGED / ASSIGNED CUSTOMERS SIMPLEX, COMPLEX & HYBRID PRODUCTS BI / MODELS CAMPAIGN REPORTS DATA WAREHOUSE SILO'D DATA SYSTEMS
  6. 6. Old World Data Analytics (Internal, Historical) TARGETS OUTCOMES SOURCES DWH CRM Usage POS Ext Insights ETL Data Marts Potential Extracts Political Subversion Trends BI Capacity Marketing DWH Hours, Days, Weeks of Latency Retrospective or Historical Basis Analysis
  7. 7. DISPLAY MOBILE HOW DO I FIND MY CUSTOMERS? SEARCH VIDEO/TV CRM BI CAMP. MGMT SOCIAL EDM HOW DO I ANALYSE INTERACTION?
  8. 8. INFANCY: IN HOUSE TARGETING ADVERTISER SITE ADOLESCENCE: POINT 2 POINT MATCH PARTNERS ADVERTISER DATA
  9. 9. 3RD PARTY DATA 1ST PARTY DATA 1 ADVERTISER Browser 1c 1b 1a 3a 2b 2 DMP 2a 2ND PARTY DATA 3 DSP MATURITY: DATA MANAGEMENT PLATFORMS
  10. 10. PUBLISHER AD SERVER 2 How SSPs, DSPs & RTB Works! 1 WEBSITE ADVERTISER AD SERVER DSPs 6 3 SSP (RTB) 4 5 DMP
  11. 11. ATTRIBUTION, OPTIMIZATION & VERIFICATION PUBLISHER ADVERTISER BUY SIDE DSP EXCHANGE AGENCY 1ST PARTY SSP SELL SIDE NETWORK 3RD PARTY 2ND PARTY DATA MANAGEMENT PLATFORM (DMP)
  12. 12. DISPLAY MOBILE SEARCH VIDEO/TV SOCIAL INTERACTION LOGS & TAXONOMIES ANALYSIS, REPORTS & OPTIMISATION ATTRIBUTION SCORES EDM
  13. 13. DISPLAY MOBILE NOW I CAN FIND MY CUSTOMERS... SEARCH VIDEO/TV CRM BI CAMP. MGMT SOCIAL EDM I CAN OPTIMIZE INTERACTION
  14. 14. Target Cust. Segments BI CRM D R I V E S Prog. Buys, Dynamic Creatives Digital Marketing CMS A B C Digital Sales Digital Attribution Results Potential 1-1 Attribution Display D R I V E S Mobile Video/TV Social Search EDM
  15. 15. New World Data Analytics (External, Real Time) Real Time Data APIs CRM Usage Real Time Analysis Pipeline Slow Data Matching RT Predict. Modelling POS Ext DWH The "Big" Data Historical Data APIs Device Data Social Data Site/App Data 3rd Party Data
  16. 16. ELUSIVE UNIFIED MARKETING SEGMENTS OUTBOUND OFFLINE SALES OFFLINE ATTRIBUTION INBOUND SEGMENTS OUTBOUND DIGITAL SALES DIGITAL ATTRIBUTION INBOUND
  17. 17. DIGITAL LED SEARCH, SMS & EDM PRODUCT PAGES START FUNNEL POOL LANDING PAGES CAMPAIGN MGMT
  18. 18. DIGITAL LED DM/EDM & OTM START PRODUCT & LANDING PAGES FUNNEL POOL CAMPAIGN MGMT
  19. 19. Best Practice vs Current HOW TO EXECUTE 1 2 SE RIN T EA EP R 4 Lean Execution Rapid Pilots & Evidence Based Benefits 3 Stakeholder Engagement

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