changing dynamics without dynamic changes and other misses in the programmatic model
DESCRIPTION
The programmatic industry is still discovering the increasing capabilities of data from a development standpoint. Realistically, customers can be sub-segmented into those who are already loyal, those who are lapsed, whether they are men or women, own pets, etc. However, the approach to data as of now is often siloed, rather than efficient in matching messaging to those particular sub-segments. And the measures of success often don’t match the real KPIs. Christine Peterson of MRY will discuss what needs to change and the importance of including the creative and analytics team in the programmatic process to develop a way to produce all possible variations based on one big idea to consumers, and prove results.TRANSCRIPT
Changing Dynamics without
Dynamic Changes
Why do we care what she says anyway?
Christine Peterson // Group Media Director // MRY
First the Good…
Room for Improvement
Message to Match
+ Metrics that Matter
THE KEY PLAYERS DON’T WORK TOGETHER
Stra
tegi
c Pl
anne
rs
Creative
Teams
Technology/Data
Providers
Programmatic Specialists
Add
itio
nal
Med
ia
Analytics
Programmatic Model for Success
Role: The Strategic Planner
1. Use the same data sets to define
2. Think in terms of micro sub-segments
3. Prioritize the desired actions of each individual
Role: The Analyst
1. Involvement from Day 1
2. Design end metrics with technology partners
3. Define the end business value of each priority segment
Role: The Technology/Data Provider
1. Custom designed solutions for each category/project
2. Innovation with Analytics
3. Upstream definition collaboration
Role: The Creative Team
1. Shift from big ideas to content elements
2. Craft if/then scenarios
3. Collaboration with dynamic technology
Role: The Media Team
1. Integrated planning collaboration
2. Ecosystem thought process
3. Optimization across marketing efforts
Role: The Programmatic Specialist
1. Orchestrate planning process
2. Execute with brilliance
3. Be the Superhero
From the Old Model…
…To True Collaboration
Programmatic Buying Success…
NAILED IT.
THANK YOU!