DMP Will Save MarketingMyths, Truths And Best Practices

2

I’m so very sorry,it will not.

annalect.fi

3

Stop the Great Data Race

annalect.fi

It’s what you do with the data that matters.

The race for the most data is one of the most detrimental approaches that a brand can take.

4

Companies still confuse reporting with true analytics and are still content with one-off projects. This presents a true barrier for data driven marketing.

Invest in the creation of true analytic processes that provide valuable and repeatable systems for insight development. This is the back-bone of best-in-class marketing.

annalect.fi

Invest in Utilities

5

Analytic Utilities are processes (routines) designed to

deliver specific outputs that enable one or more aspects of

data driven marketing.

They democratize analytics to the use all company

functions and processes.

annalect.fi

Focus on Delivery

6

Taking DMP Into UseDriving Through Tech, Data, Integration,

Optimisation & Operation

Here are the things we’re going to talk about

annalect.fi

What a Heck is a DMP?Basic principles, what is it used for

BonusTOP3 Challenges

according to CEO’s

ExamplesMostly on what

we’ve done, also some by our German, UK,

and US colleagues

AnnalectWhy do I talk about

DMP’s

7

annalect.fi

Annalect Finland – For Marketers by MarketersWe Provide You with a Data Driven Marketing Strategy Put Into Practice

We Combine Skills in Technology, Tools,

Analytics and Business.

The Average Improvement ofthe Customer Marketing

ROI in 1st year: +18% High Focus on Employee Satisfaction: eNPS 48.

OperatedDMP forClients

for 5 years

Launched Officially at May 2016

40Experts in

Finland

The Data & Analytics

Platform of Omnicom

Group

Largest Marketing FocusedSmart Data Agency

in Finland

8

annalect.fi

Our Work With DMP’s Ranges from Operation to Consulting

Open

From delivery tofull automation*

Integrated

Enabling in-houseautomation*

Neutral

Consultancy on tech selection

*automation accounts for not only standard automation, but also site personalisation, customer service integrations and programmatic to name a few.

• Full service solution for an account

• Connecting assets and departments

• Educating staff• Most common in Finland

• We work in DMP and/or DSP from client, activating on data provided by the integrated team at client ToinenPHD/OMD

• We enrich the operation with our data and selected tools

• We support in-house DMP solution selection and set-up

9

annalect.fi

SOLUTIONS ARE BUILTCLIENT BY CLIENT,with no preference towardsa particular tech partner,so you can be assured that you will bereceiving the best fit for your business.

10

annalect.fi

So What the Heck Is a DMP?

annalect.fi

11

DMPs are an Emerging StandardA portable platform allowing for holistic, cross-platform insights delivering true integrated activation, audience overlap and audience/campaign insights with the flexibility of an agency partnership.

Example inputs3rd party

advertising

Facebook Campaign

Data

Website Analytics

3rd party audience

dataCRM

CRM DataData Match PartnerPII Privacy Compliant

Annalect Agile Data Warehouse

Annalect DMP

User ProfilesMacroeconomic

Marketplace

Sales & Biz DataSyndicated Data

Macroeconomic Data

Multi-channel Outputs

Tools (Reports & Dashboards)Advanced Analytics & ModellingActivation & ProgrammaticAudience SegmentationClient DMP Input

annalect.fi

12

Without a DMP, Your Data Remains Siloed

Example inputs3rd party

advertising

Facebook Campaign

Data

Website Analytics

3rd party audience

dataCRM

Multi-channel Outputs

Tools (Reports & Dashboards)Advanced Analytics & ModellingActivation & ProgrammaticAudience SegmentationClient DMP Input

annalect.fi

13

Unified Platform Can Offer Immediate Benefits

W35-54

M18-34

M35-54

Search HS Prog CRM

At what frequency are you reaching, which parts your audience?

How are you optimising messaging across touch-points in the purchase cycle?

E.g.

• Over-reaching & over-frequency-ing W 35-54

• HS Direct buy reaching low value target— Chance to uncover new, untapped audiences— Programmatic can do so in a controlled testing environment

• Gain greater value from your owned properties, like email— Often the best and most efficient way to market

• All partners sharing in insights, adjusting plans accordingly

1

2

annalect.fi

14

Better Understanding of Audiences

DMP Warehouse Output

Audience Campaigns Transparency

27 years old

In market for truck, customized online

Lives 3 kmfrom dealer

HHI >50k€

Visited site 3 times in 7 days

annalect.fi

15

Data Driven, Personalised Activation

This whole process takes50 milliseconds

The same basic principles apply for programmatic &

personalised on-site content

16

annalect.fi

Data Management Platforms Enable Centralisation of Data Needed to Optimise Online Marketing Activities

Research data 3rd party data

2nd party data

Client 1st party data

Analysis

Optimisation

Segmentation

Integration

Act

ivat

ion

Website

Social

Search

Programmatic

DMP

Optimisation feedback loop

17

annalect.fi

What Does Taking DMP Into Use RequireThe Technical Part.

18

annalect.fi

Remember: DMP is Always a Part of a Bigger PictureExample of the Annalect Agile Data Platform

CRM and over 100 syndicated data APIs

DMPCloud data platform

Programmatic media

Programmatic creative P

ublis

hing

pl

atfo

rm

Cloud data exploration platform

Audience creation and syndicatedPredictive modeling

TestingPortfolio managementAttribution

32B global audience records

Data

Tech

Analytics

DMP doesn’t DO anything on its own. I.e. you always need more than a DMP to actually do something.

annalect.fi

19

After Tech Comes the Real Hard Work

annalect.fi

20

79% of Finnish CompaniesSee Data Quality as a Large Challenge

for Data Driven Marketing.According to the CEO’s and Marketing Directorsof 200 Large Finnish B2C and B2B companies.

A Study by Annalect Finland 9/2016.

21

Data assets

annalect.fi

Map And Choose The Data Assets

Research data 3rd party data

2nd party data

Client 1st party data

Analysis

Optimisation

Segmentation

Integration

Act

ivat

ion

Website

Social

Search

Programmatic

DMP

Optimisation feedback loop

annalect.fi

Consumer / Customer Data Map22

PURCHASE VOLUMETRIC

MEDIA CONSUMPTION

BRAND HEALTH METRICS

OWNED ECOMM*

PANEL

RETAIL VISITS

ONLINE SALES*

WEB

TV

CRM*

BRAND EQUITY INTENTS/INTERESTS

SOCIO-DEMOS

PANEL

MOBILE/LOCATION

1ST/2ND PARTY

PROFILE DATA

ETC

Data on both current and potential customers should be included to the map.

annalect.fi

Ideally Data is Gathered from all Touch Points Within the Purchase Cycle

23da

ta

sour

ces

attention

consideration

active evaluation

purchase loyalty

reac

h

up- & cross selling

buying intent signal

Branding KPIsEngagement KPIs

Direct Response KPIs

CRM

dat

a

sear

ch te

rms

1st p

arty

(o

nsite

) dat

a

socia

l net

work

da

ta

1st p

arty

(CRM

) &

beha

vior

al d

ata

Onsit

e &

beha

vior

al d

ata

1st,

2nd

or 3

rd &

be

havi

oral

dat

a

2nd

or 3

rd

party

dat

a

regi

stra

tion

or3r

d pa

rty d

ata

surv

ey o

r pa

nel &

be

havi

oral

da

ta

fact

ual

CRM

-dat

a

pred

ictiv

eCR

M-d

ata

fact

ual

socia

l affi

nity

-dat

afa

ctua

l in

tent

-dat

a

fact

ual

reta

rget

ing

fact

ual s

earc

h re

targ

etin

g

pred

ictiv

e br

and

awar

enes

s &

sym

path

ypr

edict

ive

socio

dem

ogra

phics

fact

ual s

ocio

de

mog

raph

ics

pred

ictiv

e

inte

nt-d

ata

pred

ictiv

e

reta

rget

ing

Combining factual & predictive data

is ideal,

but you do not need to have everything in

order to proceed.

annalect.fi

24

The 2nd Largest Challengein Data Driven Marketing:

Integrating Data From Different Systemsto an Actionable Format.

According to the CEO’s and Marketing Directorsof 200 Large Finnish B2C and B2B companies.

A Study by Annalect Finland 9/2016.

25

annalect.fi

Integration of Data for Analysis

Research data 3rd party data

2nd party data

Client 1st party data

Analysis

Optimisation

Segmentation

Integration

Act

ivat

ion

Website

Social

Search

Programmatic

DMP

Optimisation feedback loop

26

SEGMENT VALIDATIONcampaign performance (A/B/N-testing)k-fold cross validationmodel probability

annalect.fi

27

DMP in Action: Making Ads More RelevantChallenge• Client wanted to measure the benefits of data driven targeting and

dynamic creatives

Solution• We ran a campaign targeting 5 audiences with identical settings:

• Intent – Children’s Clothes, Accessories & Toys• Intent – Fashion• Intent – Home Decor• Interest – Online Shopping• Generic Online Audience (i.e. non-targeted)

• Intent audiences were shown a dynamic creative based on their own actions from corresponding categories

• Online shopping and generic audiences were shown the same banner with products from all categories

• After the campaign we analyzed conversion rates and CTR per audience

28

annalect.fi

DMP in Action: Making Ads More RelevantDATA FEED DMP / DSP RULES / DECISION TREE DYNAMC

CREATIVELANDING

PAGEImplementation

The different elements of the creative are programmed separately, so that a combination of them can be delivered depending on which consumer segment and which data signal triggers the impression:

geographicinformation

weather

productinterest

Website analytics

Socialinteraction

Sociodemographicinformation

Customerjourney

Customervalue

storeinteraction

XM

L, J

SO

N, R

SS

, CS

V, H

TML,

EX

CE

L

device

Audience Segmentation

Ad Assembly based on audience segements

Product A Retargeting

Product Crossselling

Product Range

BrandCorrespoding Landingpage

Correspoding Landingpage

Correspoding Landingpage

Correspoding Landingpage

Pic Text Video Colour Animation Button

annalect.fi

29

DMP in Action: Results

CVR% CTR%

2.42%

0.57%

1.66%

0.61%

1.34%

0.54%

1.03%

0.47%0.63%

0.34%

Intent - Children's Clothes, Accessories & Toys Intent - Home Decor Interest - Shopping Intent - Fashion Non-targeted

Up to

4xhigher

conversion rates

Up to

2xhigher

clickthrough rates

annalect.fi

30

The Nr 1 Challenge of Data Driven Marketing: Measuring Marketing

Effectiveness Reliably.According to the CEO’s and Marketing Directorsof 200 Large Finnish B2C and B2B companies.

A Study by Annalect Finland 9/2016.

annalect.fi

Optimisation on Brand Metrics31

Benchmarking against • Brand awareness• Sympathy• Purchase intentrelated to: • Time since last ad• Contact class• Creative size,• Etc.

Panelist Identificationbased on DMP cookie

Segment definition A) Panelist &B) HH 20-49 yrs.

Cookie push

www.

XX

Contact with panelist

1. 3.

4.5.6.

DMP

DSPResearchPanel

N=101.000 (FI)

2.

32

annalect.fi

Optimisation on Marketing ROIThe optimizationfeedback loopreacts to the factualmarketing ROIon macro and microlevels. A combination ofmachine learningand automatedeconometric & attribution models are used.

33

annalect.fi

In order to perform,there is a need fororganisational transformationNew approaches, talent and processes are needed to reap the benefits from a DMP implementation.

We Can’t Run From the InevitableMarketing world has changed and data driven approaches are here to stay. It won’t benefit you to hang on to the difficulties as a reason for not moving ahead.

Ad Tech is moving too quickly and is too volatile to invest in proprietary tech platform solutions.

Building new skills, being agile, licensing solutions, developing deals and building ways to access data is the correct path.

annalect.fi

35

annalect.fi

More Results From The Real LifeSome more examples on what we and our colleagues have done.

36

annalect.fi

Solution Built for an Online + Offline Retailer

Demand Side Platform

ProgrammaticCreative

ActivationSegmentationStorage - DMP

Store Identification

User Behaviour

CRM Data

Dynamic Content

Dynamic Content

Store Ident Data

Website

CRM

POS

37

annalect.fi

Results Improved Significantly

90 % CRM and App matching (technically 100% possible) & 75 % Cross-Device matching

+30% Engagement RateTest & learn setupin 5 selected stores- significant frequency uplift

annalect.fi

38Audience Profiling & Targeting

Quick service restaurant (QSR)

How to improve targeting effectiveness?

Match competitive customer profiles with demo, interests, lifestyle information

Applied audience insights to identify 38 opportunity segments

Client:

Challenge:

Solution:

20% increase

in On-Target Delivery with stronger

targeting tactics.

22% increasein purchase intent within the first 90 days of activation.

4,5 MM in Media Savings

through data-driven optimization.

annalect.fi

39

CRM Activation

Insurance Company

How to improve effiency of the customer acquistion?

On-board client’s list of current customers into the DMP

Via matching customer e-mail addresses with cookies, negatively target current customers to ensure that they don’t see acquistion messages

Client:

Challenge:

Solution:

12%Improvement in CPA

40

annalect.fi

A Client Requested a Consultancy to Improve An Adobe Based Digital Marketing Environment

Inspire Analyze Design Implement Monitor Optimise

TARGET: UNLOCK QUICK- & LONG-TERM WINS

We set-up a six phase marketing consultancy project

41

annalect.fi

The Ongoing Partnership is Fast-Forwarding the Client to Digital Leadership

Over €120K cost reduction per yearby avoiding redundant Adobe Analytics script calls

Identification and avoidance of fraudvia post-view cookies

Design of customized marketing technology infrastructure

Implementationof data attribution model for significantly better decision-making and increased accuracy of budget allocations

annalect.fi

42

Disney DMP Assessment Project

Targeting

Rep

ortin

g

012345

Unification

Segm

entation

012345

Unification

Targeting

Rep

ortin

g

Segm

entation

012345

Unification

Targeting

Rep

ortin

g

Segm

entation012345

Unification

Targeting

Rep

ortin

g

Segm

entation

annalect.fi

43Audience Performance Analysis

Telecom Provider

How to increase customer conversion?

Use analytics to identify how audiences performed on insurance company’s website

Identifies key behaviors and preferences between high value and low value audiences.

Client:

Challenge:

Solution:

Low conversions High conversions

Low

vol

ume

Hig

h vo

lum

e 24 %Optimised

audience targeting increased

conversions

Affluent families

Sophisticates

ConservativeFamilies

Multiculturalyouth

annalect.fi

44CRM Audience Analysis

Financial Institution

How to better understand marketing to shareholder?

Presumed to be existing employees, blue collar and male

On-board client’s list of current shareholders into the DMP

Via matching customer e-mail addresses with cookies, explore segment characteristics and affinities

Client:

Challenge:

Solution:

LifestyleSports provided largest incremental vehicle to reach shareholders via Tennis and MLB.

DemographicMale and females split evenly with a lot of female-specific interests over-inderxing (lifestyle, fashion, etc.); enthusiast segment for science/tech more niche in scale

Social graphFacebook provides biggest scale oppurtunity to reach shareholder most frequently (2,5x vs. All other domains/networks).

Content consumptionNews is #1 category to reach audience on TV; on par with our media strategy.

Results:

45

annalect.fi

Transformational Results witha DMP from the Stateside

18:1 ROI vs. 10:1 ROI

target using social prospecting

24% increase in conversions

with PRISM-optimized targeting

60% reduction in CPMs

through data-driven optimization

41% increase in conversions within the first 90 days of activation

59% increase in ROAS

with social targeting

46

It Is Easy To StartYou don’t have to build your own DMP to Start.

Actually, you shouldn’t.

Remember, Remember From the 12th of October

annalect.fi

Invest in Utilities

Focus on Delivery

Invest in the creationof analytic processes that provide valuable

and repeatablesystems for insight

development.

Stop TheGreat

Data Race

Don’t Try To Run From the

Inevitable

DMP Can Be Only a Wet

Dream

annalect.fi

47The Annalect DMP in Finland:Top-Quality Audience Data

01

Over 120 interest, intent, socio-

demographic and B2B

segments available

for targeting

02

Gigantic database:1 B monthly events

20 M cookies20 M URLs

500 000 keywords300 000 sites

03

Data quality validated by target group

surveys

04

Custom segments can be tailored

to almost all needs.

05

Able to take in Your data and any 3rd

party data source.

In use by clients of Annalect, OMD, ToinenPHD and Ainoa Resolution.

annalect.fi

48

Examples of Analytics Projects We’ve Done

Marketing & Sales Efficiency

MMM modeling & ROI measurment

KPIs & Performance Analytics

Brand Positioning & Proposition

Customer Segmentation

Customer Profitability

Customer Experience Measurement

Purchase Funnel Analytics

CRM Activity Optimisation

Multivariate Data-Set Analytics

Brand Marketing & Campaign Analytics

Brand Strenght & Aweraness

Campaign ROI & Performance

Mediamix Optimisation & Investment ModelingChannel Performance Audits & Optimisation Campaign Investment & Tactics Optimisation

Target Audience Analytics

Advertising Effectivity & Optimisation

Loyalty-Customer Analytics

Real-Time Analytics

Digital Measurement &

Analytics

Click Stream Analytics

Visitor Tracking & Segmentation

Closed-Loop Analytics

Multi-Channel, Multi-Format ANalysis

Life Time Value Analysis

Sentiment Analysis

Analytics Audits

Digital Segmentation

Real-Time Activity Analysis

Portfolio Optimisation &

Analytics

Portfolio Optimisation

Assortment Optimisation

Space Optimisation

Adjacency, Second Placement Analysis

Demand Based Clustering

Product Concept TEsting

Packaging Tests

Trend Research

Price & Promotion Analytics

Cost-to-Serve 6 Marging LeakageBase Volume & Price ElasticistyPrice Treshold & Gap OptimisationPromotion Allocation OptimisationPromotion Effectiivity AnalysesPromotion Calendar & Delivery Optimisation

In-Store Activity Optimisation

Predictive Pricie Modeling

49

Jussi PiriManaging DirectorAnnalect Finland

+358 (0) 40 592 4933e-mail: jussi.piri@annalect.comTwitter: @jussipiriLinkedIn: Jussi Piri

Follow Annalect on The Web:Order the Insight Filled News Letter: annalect.fi

Twitter: @annalect_fiFacebook: @AnnalectFinlandLinkedIn: Annalect Finland

annalect.fi

Ask For More, We Are Here to Help

The end.