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Transforming Modern Marketing With People Data
Tom Chavez, CEO & Co-founder, Krux Yasuko Nagamatsu, Project Manager Expert
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“I want it PERFECT!” “I want it
NOW!”
“I want it
PERSONAL!”
Enterprises want to communicate with
customers who operate in a ‘new normal.’
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Our digital lifestyle generates a torrent of data.
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Mobile
App
Location
Content
(Owned)
App
Web
Social (Earned)
Offline
Sales
Registration
ERP CRM
TV
Coupons
Online
Influencer identification &
engagement
Media (Paid)
Set Top Box
Browser
Search
Blogs
In-Store
Marketing in the new world order…
… is about capturing and harnessing people data to power
smarter, more personal experiences
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People data powers effective marketing.
“The future of advertising is not about social, not about viral videos,
not about mobile,
not about any new medium or any new ad unit –
but about data.
Those who know what to do with this will be the new kingmakers, the
new rulers of Madison Avenue – or the creators of a new
avenue of media”
- Michael Andrews of AKQA
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Successive cycles of disintermediation fueled by other people’s data
Emergence of
Ad Networks
• Pixels enable
rudimentary audience
tracking and
measurement
• Cookie pools enable
first-level audience
segmentation
• Publishers
disintermediated
Traditional
• Content =
Proxy for
Audiences
• Driven by
models, indexes,
inferences, and
approximations
Emergence of DSP’s
• Real-Time Bidding gives
rise to programmatic
buying and selling
• 3rd party data takes
root
• Retargeting driven by
publisher data
• Ad networks
disintermediated
How did we get here?
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Digital Marketing is now Data-Driven
Traditional
Ad
Networks
DSP
Data Era
• First-party data captured at huge volume and
velocity
• Second-party data emerges
• Online, offline, CRM data is unified into a single
view of customer
Security and governance rise in importance
• Piping and connectivity becomes table stakes
• DSP’s are disintermediated (or become DMP’s)
We are in the beginnings of the “Data Era”
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First-Party Data
• Site-site data including
behavior, history,
frequency and more.
• CRM data, such as user
registrations, loyalty,
purchase data.
• Ad serving data including
clicks, view, interactions.
Full ownership
Highest value
Second-Party Data
• 1st party data from a
source such as a media
or business partner.
• Shared in a secure
policy-managed fashion
between parties.
Shared ownership
Extends the power of
first-party data
Third-Party Data
• Audience segments
acquired through a
data provider
No ownership
Least value
8
A Taxonomy for Data
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DMP: Marketing Control Center
Data Management
• CRM Data
Marketers
• Purchase Data
• Loyalty Data
• Campaign Data
• Site Data
Publishers
• Subscription
Data
• Registration
Data
• Site Data
Higher CPM’s
Improved sell-through
Stickier Ad Products
Personalized engagement
Actionable customer insights
Higher ROI on marketing
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Advertiser & publisher merged data via Krux platform to create 10M+ segment
Use case 1: CPG Manufacturer & Publisher unlock new value via 2nd-party data sharing and
data management
Krux
• Large CPG
• Multiple food brands
Large CPG
Manufacturer
• Robust food
buyer, loyalist
and media data
Premium
Publisher
• Multiple female
sites & large
recipe site
• Very rich 1st-party
data set of food
enthusiasts
Publisher Benefits
• 8 figure media deal
• Sticky relationship with global
advertiser
• Relevant high-quality ads
Marketer Benefits:
• Precision targeting at scale to measurably improve sales
• Insights about what customers want and how they engage
• Increase frequency by programmatic audience extension
17:33:33
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Use Case 2: Cyber Communications, a technology-driven digital
communications company
11
A
d
v
e
r
t
i
s
e
r
Over 500
Ad Agency
Over 500
Publishers
media buying
product & biz dev.
tech solutions
consultation
media planning
tech solutions
trafficking
analytic
and others… and others…
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Enrich Service
Towards
Demand-side
Strengthen Growth
& Quality
Enhance Service
for Supply Side
Strengthen Demand
Side Service
12
Use Case 2: Our Core Vision: CCI as Media Growth Partner
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Content/Creative
Customization
CRM Offers
PC/Browser
Mobile
Social
Analytic
Ad Network
Programmatic
CRM loyalty card
Panel User
Premium Publishers
+ local DSPs
13
Use Case 2: Krux-CCI Partnership
100MM+UB
1,000+ Categories
30 Data Providers
Aggregate audience data from data providers.
Sell our segmented data to data buyers via PrediX
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Benefits for Publishers • Create new revenue
• Monetize inventory
• Expand reach
• Increase unique
users
Benefits for agencies
& advertisers • Establish premium
environment
• Expand audience
• Unified audience view
14
Publisher
Advertiser
Ad Tech Agency
Use Case 2: Our Data Business
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17:33:33
Use Case 3: Use people data to eliminate
marketing waste
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Use Case 3: Eliminating marketing waste
Major brand marketer runs
100’s of campaigns. Campaigns
run across more than 20>
media and programmatic
channels every month
Audiences were being targeted
with severe audience
duplication across channels
Sought to create a global
control mechanism that
allocated impressions and
spend to optimize overall
frequency-per-user
0
2
4
6
8
10
12
14
1 2 3 4 5 6 7 8 9 10 11 12
Too little
Sweet spot Too much
Marketers’ desired frequency vs. spend allocation
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Use Case 3: Eliminating marketing waste
With Krux, generated holistic
and granular media reporting at
the user level, campaign level
and publisher level to measure
frequency & audience overlap.
Globally managed frequency using Krux as the control center and
Reduced Media Waste: Identified media execution partners with problems to enforce T&C’s.
Improved ROI: By optimizing under-performing partners & audiences.
Reduced Cost: By eliminating over-saturation on a per-user basis
Discovered frequency distribution problem
Reduced waste by 10X. Under 3% overage
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The future is here, it just isn’t evenly
distributed yet
Source: Neustar
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17:33:33
Krux is helping leading brands around the world unlock value from people data