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Changing Dynamics without
Dynamic Changes
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Why do we care what she says anyway?
Christine Peterson // Group Media Director // MRY
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First the Good…
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Room for Improvement
Message to Match
+ Metrics that Matter
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THE KEY PLAYERS DON’T WORK TOGETHER
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Stra
tegi
c Pl
anne
rs
Creative
Teams
Technology/Data
Providers
Programmatic Specialists
Add
itio
nal
Med
ia
Analytics
Programmatic Model for Success
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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
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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
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Role: The Technology/Data Provider
1. Custom designed solutions for each category/project
2. Innovation with Analytics
3. Upstream definition collaboration
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Role: The Creative Team
1. Shift from big ideas to content elements
2. Craft if/then scenarios
3. Collaboration with dynamic technology
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Role: The Media Team
1. Integrated planning collaboration
2. Ecosystem thought process
3. Optimization across marketing efforts
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Role: The Programmatic Specialist
1. Orchestrate planning process
2. Execute with brilliance
3. Be the Superhero
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From the Old Model…
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…To True Collaboration
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Programmatic Buying Success…
NAILED IT.
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THANK YOU!