THERE’S MORE DATA THAN THERE HAS EVER BEEN

90% 110.7 TRILLION

OF ALL DATA CREATED IN THE LAST 5 YEARSE-MAILS, TWEETS, FACEBOOK

POSTS & GOOGLE SEARCHES IN 2014

AND THERE ARE MANY TYPES OF DATA AVAILABLE TO YOU

WITH EACH TYPE SERVING A DIFFERENT PURPOSE

1st PARTY DATA

YOUR data:

• CRM• Web analytics• Subscription data• Social data• Mobile data

2nd PARTY DATA

PARTNER data:

• Similar to first party• Bought in from other

publishers

3rd PARTY DATA

OTHER data:

• Generated by other platforms

• Can be aggregations of multiple sites

EFFICIENCY

TARGET / EXCLUDE EXISTING CUSTOMERS

EXCLUSIVITY

REACH BESPOKE AUDIENCES WITH A TAILORED OFFERING

SCALE

PROSPECT TO ‘IN-MARKET’ USERS

THEN LEVERAGE IT TO ACHIEVE YOUR OBJECTIVES

1ST PARTY DATA SEGMENT TARGETING

REDUCED WASTAGE THROUGH IMPRESSION

SUPPRESSION

IMPROVED PERSONALISATION OF

ADS

ENHANCED CROSS-SELL ABILITIES

COMBINE ON AND OFFLINE FOR SINGLE

CUSTOMER VIEW

ACTIVATING DATA IN DIGITAL

BEFORE WE START

PROGRAMMATIC TECH BUILDING BLOCKS, SIMPLIFIED

Automated Marketplaces

SELL SIDE/SUPPLY

BUY SIDE /DEMAND

BREAKING DOWN THE BUILDING BLOCKS

All addressable channels:

DisplayMobileVideoRadio

Publishers

DSP Demand Side

Platform

SSPSupply Side

Platform

DMPData

Management Platform

Automated Marketplaces

AdvertisersAgencies

& Trade Desks

DEMAND SIDE PLATFORMS EXPLAINED

DSP Demand Side

Platform

DMPData

Management Platform

Automated Marketplaces

AdvertisersAgencies

& Trade Desks

• A DSP is a technology platform enabling traders to buy digital media programmatically via a single interface.

• Makes smart decisions about campaign delivery depending on the criteria set by the traders

• Can process massive amount of data in near real time

ENABLE CLIENT DATA TO POWER/INFORM THIS BUYING PROCESS

DEMAND SIDE PLATFORMS IN ACTION

Step 1: Users request web

page

Step 2: Ad server: “Do I have a guaranteed

impression?”

Yes

No

Step 3 – Yield Optimizer: “Hey, DSP’s – we have someone!”

DSPs

$0.95 pass $0.47 $2.10

$0.96

Step 4: Highest bidding DSP wins the ad impression, delivers

creative

Akamai: Visited OpticWhiteLotame: F18-34

Bluekai: Fashion IntendereXelate: Online Shopper

Yield Optimizer & Exchange

DSPs: “who is this? Do we want to bid?”

THERE ARE MULTIPLE METHODS TO DO THIS, EACH HAVE DIFFERENT BENEFITS

EMAIL MATCHINGUse of customer emails within channelsSingle data point

CRM ONBOARDINGCustomer database matched to cookies (with attributes attached)

BOUGHT SEGMENTSConsumer segments (representative of target audience) can be bought from 3rd parties and activated

LOOK-A-LIKE MODELSBehavioural traits e.g. convertors can be modelled

by 3rd parties and targeted

UTILISING YOUR CUSTOMER DATA ALLOWS US TO TARGET (OR EXCLUDE) USING WHAT WE KNOW ABOUT EXISTING CUSTOMERS

EMAIL MATCHING

EMAIL MATCHINGUse of customer emails within channelsSingle data point

CRM ONBOARDINGCustomer database matched to cookies (with attributes attached)

BOUGHT SEGMENTSConsumer segments (representative of target audience) can be bought from 3rd parties and activated

LOOK-A-LIKE MODELSBehavioural traits e.g. convertors can be modelled

by 3rd parties and targeted

EMAIL MATCHING, WITHIN CHANNEL

CUSTOMER EMAIL ADDRESSES

MATCHED AGAINST IN-PLATFORM ACCOUNTS

INDIVIDUALS IDENTIFIED WITHIN PLATFORM

AVAILABLE TO TARGET WITHIN CHANNEL

SEGMENT CUSTOMER DATABASE

CRM ONBOARDING

EXPERIAN: CRM DATA INGESTION PROCESS ILLUSTRATION

LEGALMATCHED SEGMENT PROFILE AVAILABLE

CAMPAIGN LIVEACCOUNT SETUP IN EXPERIAN

FLAT FILEUPLOAD &

MATCHED TO ID KEYS

IDs PUSHED FROM EXPERIAN

TO DSP

ID SYNC (EXPERIAN/DSPs)

~60%

BOUGHT SEGMENTS

EMAIL MATCHINGUse of customer emails within channelsSingle data point

CRM ONBOARDINGCustomer database matched to cookies (with attributes attached)

BOUGHT SEGMENTSConsumer segments (representative of target audience) can be bought from 3rd parties and activated

LOOK-A-LIKE MODELSBehavioural traits e.g. convertors can be modelled

by 3rd parties and targeted

VIA DSPs, 3RD PARTY AUDIENCES CAN BE BOUGHT ACROSS THE MEDIA ECOSYSTEM

DISPLAY TV MOBILE SOCIALPROGRAM

MATIC

WITH THE SAME AUDIENCE ACTIVATED ACROSS EACH CHANNEL

DISPLAY TV MOBILE SOCIALPROGRAM-

MATIC

MOSAICS

PERSONICX

SIMPLE DEMOGS

LOCATIONAL

CUST. SEGMENT

LOOK-A-LIKE MODELLING

EMAIL MATCHINGUse of customer emails within channelsSingle data point

CRM ONBOARDINGCustomer database matched to cookies (with attributes attached)

BOUGHT SEGMENTSConsumer segments (representative of target audience) can be bought from 3rd parties and activated

LOOK-A-LIKE MODELSBehavioural traits e.g. convertors can be modelled

by 3rd parties and targeted

CREATING AND ACTIVATING DISPLAY LOOK-A-LIKES

3RD PARTY TAGS DROPPED TO CAPTURE AUDIENCES WITH SPECIFIC BEHAVIOURS E.G. COVERTERS

LOOKALIKE MODELS USED TO SCALE ‘CONVERTERS’

ACTIVATE THOSE SCALED AUDIENCES VIA DSPs

OR WORK WITH SPECIFIC PARTNERS TO CREATE LOOK-A-LIKES FOR ACTIVATION ACROSS MULTIPLE CHANNELS

FUTURE OPTIONS

EVERYONE’S TALKING ABOUT…

DMPs

DMPs

WHAT IS A DATA MANAGEMENT PLATFORM or ‘DMP’

A centralised platform to store and manage multiple data sources

NOT a data warehouse or CRM database

And subsequently segment customers based on behaviour

A media DMP allows us to match data sources to cookies

We can then activate these segments across media channels

HOW DOES A DMP WORK?

Ingest multiple data sets Match cookies to users and segment Activate single view of customer

1st PARTY DATA(our customer data)

2nd PARTY DATA(from partners)

3rd PARTY DATA(from other sources)

WHAT DOES A DMP ENABLE?

FINDING THE ONE

ACCURATELY ATTRIBUTING PERFORMANCE

Standardise conversion measurement

More accurately measure the value of marketing activity

Determine optimal marketing mix

Provide actionable insights at each level (in-channel, cross channel)

Understand drivers and impact of new customer conversions -vs- upsellconversions

THANK YOU