#rampup17: 7 truths of programmatic marketing and doing it the right way
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Marketers Make Better Decisions When Based On Data▪The idea of personalization in data driven marketing
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Tenants of data driven marketing
Drives Awareness, Brand Equity, Sales & ROI
Segmentation
Channel Mix
Media Mix
Content/Copy
Journey/Pathing
Sensitivity
Value measurement
Per
sona
lizat
ion
It is about creating value for our clients and efficiency….▪ It is simple, Programmatic Media is Data Driven Marketing
Definition:Any automated method where the activation of marketing creative is informed by data, while considering the price and optimizing for performance.
Specific
Effective
Efficient
The Outcome:
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It is about technology and marketers working togetherThe confluence of creative optimization and technology allows us to bid more efficiently for a commodity that provides a stronger return
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Better Implementation of the StackSystematic Collection, Categorization, Activation, and Sharing of Data
IBM
.com
Audience Management
Manual simple Pixel: “this browser is on this page”
Complex Pixel: “All these events happened on this page”
DMP
DSP
Flexible architecture capturing permutations of audience across categorical, contextual, behavioral, product level Interest for discretization, sharing across deployment
AdServer
Browser Caching
Targeting ActivationPixelling
URL targeting
Interest: Content, Keyword, StyleEvent: Click, hit, enter, widget (component)Paid: Media, Search referral, Social referral Cross Device: App, Event, Sales CRM
Behavior Collection
Now:
Future:
Single Tag Retarget
Single Network
Links to all activation platformacross media type/channel for personalization of message
CMS
Unica
More specific activation of audiences including inclusions and exclusion business rule criteria in better RT page performance viewability
No prioritization Limited Visibility into Activation
Aggregation
Optimization on single ID and inclusion of supply side data
MPW
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Better Control of Optimization LeversThe New IBM MarTech stack allows for more integration and activation across entirety of the IBM business and allows for the development of automated cognitive solutions
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Better Automation and Connectivity of data through Activation and UsageVision: E.G., Cognitive Audience - First Party Data Collection and Audience
Automatic Tag Deployment and Management-- Tag Management Programmatic Media Stack
-- DSP-- Native, Video, Mobile
Personalization Platform Stack-- CMS -- Dynamic Personalization
UsageAnd Versioning – InApp SDK
Behavioral Audience Definition and Curation -- DMP
Content and Contextual Classification-- Alchemy API Business
Definition and Site map architecture -- Registry
Marketing Automation -- Unica
Marketing Performance Data WarehouseFire hose of
Behavior and Audience Classification
More complete integration across platform
Visibility into post purchase opportunities
MPW
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The 7 truths of programmatic marketing align to the “rights”
Technology Fit and Deployment
Channel/Media
Tracking and Optimization
Cognitive
Dynamic Creative
Team Execution
Behaviors to Audiences
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