accelerating the value of data management platforms with tag management systems

#agility2016

Accelerating the Value of Data Management Platforms with Tag

Management SystemsJames Niehaus, VP of Analytics and Digital Strategy, Ensighten

#agility2016

About Me

• VP of Analytics and Digital Strategy at Ensighten• Spent prior 15 years managing optimization, analytics, site

operations, CRM retention, and digital advertising programs for B2B and B2C companies

• Managed digital marketers, front end developers, analysts, PhD statisticians, creative designers, copywriters, product managers, sales and customer support

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My Background with TMS and DMPs

Ran Marketing Technology Stack

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2011 2012-13

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DATA-DRIVEN DIGITAL MARKETERTHE RISE OF THE EMPOWERED

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DMPs and TMS: Putting Marketers in Control

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• Both platforms give marketers control and agility• Both platforms introduce significant efficiencies to the digital

marketing process• Both are now considered core platforms in the marketing stack• Both allow marketers to become more data driven• Both allow marketers to be more effective in how they enable

and integrate cloud platforms, and best-of-breed technologies, to assemble their own marketing technology stack

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The Marketing Reality Before Ensighten

SOCIAL, EMAIL, DISPLAY

SURVEY, CRM, LIVE CHAT

ONSI

TEOF

FSIT

EOF

FLIN

E

WEBSITE APPAPP

APPLICATIONS / DATA SILOES

Time to Deploy Apps

Months

Sources of Truth

Dozens

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Time to Deploy Apps

Minutes

Source of Truth

1

Increased Efficiency with Enterprise TMS

ACTIONS

INSIGHTS

PRIVACY

ENSIGHTEN DATA LAYER

SOCIAL, EMAIL, DISPLAY

SURVEY, CRM, LIVE CHAT

ONSI

TEOF

FSIT

EOF

FLIN

E

WEBSITE APPAPP

APPLICATIONS

Profile CUSTOMER ID

PATHING

DMP SEGMENT

GEO LOCATION

CAMPAIGN SEEN

CAMPAIGNS ENGAGED

VIDEOS WATCHED

SITES VISITED

DEVICE ID

DEVICE OS

yoursite.com

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Advertising Reality Before Audience Buying/DMPs

Advertiser

You Targeted

Sites

Platforms to manage

DozensAgency/networkPublisher direct

Publisher sitesAd Networks

Target Audience

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Advertising Reality With Audience Buying/DMPs

Advertiser

Ad Exchanges

You Targeted

Audiences

Platforms to Manage

1-Many

agency/networkPublisher direct

Publisher sitesAd NetworksTarget Audience

Cookie Pool

DMP

DSP

SSP

DMP

3rd PartyData Providers

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USING DATA TO OVERCOME DIGITAL ADVERTISING INDUSTRY CHALLENGES

TMP + DMP

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The Most Important Lesson to Learn in Advertising

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Digital Advertising 101: The House Always Wins

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Challenge #1 – Banner Blindness

• 1 in 1,428 impressions will result in a click*

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Challenge #2 – Viewability

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Challenge #3 – Fraud

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Challenge #4 – Inaccurate Data

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Challenge #5 – Just Look at Your Own Cookie Profile

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x

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Challenge #6 – 3rd Party Cookie Deletion

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Challenge #7 – Shady Business Practices Hurting Marketers

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CMO Horror Story: Why Data Transparency is a Must Have

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• Story is 100% true• Names and vendors have

been omitted to save reputation

• It all began innocently enough

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Digital Advertising with a DMP “the BEST bad idea”

• Audience buying is the best way to purchase advertising

• DMPs are the best way for the advertiser to control the audience-buying process and evaluate each vendor’s contribution

• DMPs give advertisers the ability to switch vendors in and out based on true measured performance

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DMP ONBOARDING3 WAYS ENSIGHTEN ENHANCES

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Rapidly Deploy Your DMP Across Web and Mobile

• Faster deployments reduce time to value and accelerate ROI

• Point and click building of audience taxonomy using data layer + apps

• No SDK approach to native mobile apps allows for similar deployment agility in mobile apps

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Build Your DMP Audiences Faster

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x

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DMP POCs: Reduce Risk in the DMP Selection Process

• POCs > RFP• Your ability to rapidly deploy a

DMP can allow you to negotiate timebound POCs

• Dramatically reduce vendor selection timeline while giving your teams hands-on validation

• Explore more vendors including pure play DMPs, and DMP/DSP hybrids

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OPERATIONALIZE YOUR DMP3 WAYS ENSIGHTEN HELPS

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Build Smarter Cross-Channel Audiences

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• Cross channel data layer for audience building

• Pass calculated audience segments to DMPs

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Monitor Your Vendor Tags and any Potential Data Leakage

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Allow Distributed Teams to Safely Validate and Deploy Tags

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MAXIMIZE YOUR DIGITAL ADVERTISING ROI4 WAYS ENSIGHTEN HELPS

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Data Management is a Enterprise Strategy

• It is not a product (DMP or anything else)

• It is driven by your enterprise business strategy (personalization, journeys, attribution, customer lifetime value)

• It begins with a first-party data strategy that focuses on collecting the raw granular data in real-time from every digital interaction and acting on that data to personalize experiences and measure customer journeys

• Once your first-party data strategy has been established, layer on your 2nd/3rd party data strategies

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Collect & Own Data From Every Digital Touch 1st Party to You

• Whoever owns the pixel domain owns the data

• Collect and access this data in both cookies and in the server logs

• Generate a single view of digital activity across vendors and channels and integrate the data into your existing systems of record

• Use this data to drive strategic initiatives like personalization, attribution, journey building, and advanced modeling

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Personalize Media + Site Experiences w/o Latency/Flicker

• Not relying on 3rd party cookies means you have a larger audience segment to target

• Because data is in 1st party cookies the marketer has complete control over how to leverage the data for client side or server-side personalization

• Eliminate any additional 3rd party round trip calls to DMP APIs to access audience data

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Do Independent Incremental Analysis on Your Media Buys

• Easily implement A/B testing (PSA test)* for your media purchases

• Validate true lift across campaigns and vendors

• Include incremental measurement analysis on your key media buys

• Can be done in-house without media vendor involvement

• Do deeper compare of segments and behavior

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Using Arbitrage Strategies in Retargeting to Maximize ROI

• Optimize retargeting funnels based on the efficiency and effectiveness of each vendor in monetizing specific user segments

• Validate true lift across campaignsand vendors

• Is it reach, algorithms, orcookie bombing?

• Understand which segments result in lift and which are just cannibalizing from other channels

Highly engaged user

Electronics product affinity

DVD/movie product affinity

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Final Thoughts

• Using data to optimize the media performance is both the lowest hanging fruit in most organizations, and the area with the most upside

• Brands need to focus on building a center of excellence around understanding media data and how it interacts with the rest of the user journey

• TMS + DMP are valuable weapons in the marketer’s fight for greater control and transparency over media buying and performance

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THANK YOU

JAMES NIEHAUSVP of Analytics & Digital Strategy,

Ensighten@jamesniehaus