kickoff workshop with dstillery: the future of cross-channel marketing - it's a family affair

© 2014 Dstillery. All Rights Reserved. Proprietary and Confidential1

THE FUTURE OF CROSS-CHANNEL MARKETING:

It’s a Family Affair

(and a study conducted by Digiday)

© 2014 Dstillery. All Rights Reserved. Proprietary and Confidential2

About Me

1) Data Scientist (dstillery)

2) Rock Drummer (Coastgaard)

3) Professor (NYU)

4) Traveler, Diver and Surfer (any beach)

The Multi-Channel Life

© 2014 Dstillery. All Rights Reserved. Proprietary and Confidential3

An Industry Leaders Survey

Digiday brought the family together (agencies and brands) and asked: What is the Future of Cross-Channel Marketing?

© 2014 Dstillery. All Rights Reserved. Proprietary and Confidential4

The Results?

While everyone agrees that cross-channel is the future, there are differences between agency and brand perspectives on: naming conventions, definitions and strategies

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What’s in a name?

“That which we call a rose, by any other name would smell as sweet.”

CROSS-CHANNEL

BRANDS

CROSS-DEVICE

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Channel vs. Device

VIDEO SOCIAL WEB DISPLAY IN APP

X

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What Channel Ranks the Highest Priority?

Agencies and

Brands completely

misaligned on top

two priorities.

SOCIAL MEDIA

DESKTOP DISPLAY

BRAND

AGENCY

© 2014 Dstillery. All Rights Reserved. Proprietary and Confidential8

Some Perspectives

On Desktop/Mobile Display

“Its all about the reach…

and how much bang can I get for my buck?”

On Social

“Marketers are likely more familiar with the concept

of social media profiles.”

Social profiles are “user-volunteered information.

It’s accurate data versus guessing and matching.”

Sources: Steve Katelman EVP, Global Strategic Partnerships, Digital, Omnicom Media Group; Florence Su, Senior Manager, Search Engine and Mobile Marketing, Americas at HP; Jordan Drew, CMO of Anderson Kent Financial Services

© 2014 Dstillery. All Rights Reserved. Proprietary and Confidential9

Towards Reconciliation

What is the Biggest Obstacle to Cross-Channel Success?

While we don’t all have

the same channel

priorities, we all agree

on the challenges.

METRICS AND DATA

BRAND

AGENCYMETRICS AND DATA

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Boiling it down

We all want…

Trust and Efficiency

We just all don’t agree on how to get there.

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A new recipe for trust and efficiency

© 2014 Dstillery. All Rights Reserved. Proprietary and Confidential12

A new recipe for trust and efficiency

Your Data and Customers

Programmatic Scale

and Efficiency

Trusted Platforms

© 2014 Dstillery. All Rights Reserved. Proprietary and Confidential13

FBX

FBX is a way to access FB

inventory using your data

as the key driver.

Ads are targeted/served using RTB protocols

© 2014 Dstillery. All Rights Reserved. Proprietary and Confidential14

Twitter Tailored Audiences

Twitter TA available via one of a handful of approved partners (yes, including Dstillery!)

A user visits the Hawaii section

of Stava Hotels’ website.

SHOWS INTENT

Dstillery tells Twitter that the user

can be included in

@StavaHotels’ In Market for A

Hawaii Hotel audience.

IS IDENTIFIED

That same user sees a highly

relevant Promoted Tweet

from @StavaHotels in their

Twitter timeline.

RECEIVES TWEET

© 2014 Dstillery. All Rights Reserved. Proprietary and Confidential15

LinkedIn Smart Audiences

• Web browsing history

• Mobile app usage

• Visits to physical

locations

• Mobile device

specification

Amplified Targeted On & Off LinkedIn

• Targeted across the

highest-quality mobile,

video, and display

exchange inventory

• IAB and NAI compliant to

ensure brand safety

LinkedIn Audiences

• Job Title

• Company Size

• Education

• Connections

• Groups

• Industry

© 2014 Dstillery. All Rights Reserved. Proprietary and Confidential16

Yes, we can all get along.

“At the end of the day, marketers care about return on investment.”

Source: Trip Foster, B2B marketing executive

© 2014 Dstillery. All Rights Reserved. Proprietary and Confidential17

THANK YOU!

www.dstillery.com/crosschannel