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Enabling Data-Driven Marketing

Feb 08, 2017

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Page 1: Enabling Data-Driven Marketing
Page 2: Enabling Data-Driven Marketing

Understanding and organising

data signals from all

touchpoints

WHAT IS DATA-DRIVEN MARKET ING?

Changing activation

based on the behaviours of

recipients

Becoming a more

responsive customer

focused brand

Page 3: Enabling Data-Driven Marketing

WHY IS IT IMPORTANT?

Source: ‘The State of Data-Driven Marketing in Finland 2016’ – Annalect study

93% OF FINNISH BUSINESS DIRECTORS

SEE DATA-DRIVEN MARKETING AS

CRUCIAL TO THE SUCCESS OF THEIR

COMPANY

FOR B2B COMPANIES, DATA-DRIVEN

MARKETING IS KEY TO DRIVING SALES, WHILE B2C COMPANIES SEE THIS AS CRUCIAL FOR

RETENTION

Page 4: Enabling Data-Driven Marketing

Regional “Centres of Excellence”

alongside agency embedded

experts

1200employees

globally N AOffices

M E N AOffices

E M E AOffices

A P A COffices

OUR APPROACH TO DATA-DRIVEN MARKET ING – A GLOBAL FOCUS It’s our people that make the difference

Page 5: Enabling Data-Driven Marketing

OVER 40 PEOPLE IN F INLAND

DATA & TECHNOLOGY

STRATEGY

MARKETING SCIENCE R&D

DATA ARCHITECTURE

DATA VISUALISATION

RESEARCH & CONSUMER

INSIGHTS

Page 7: Enabling Data-Driven Marketing

To unleash the power of data through technology and analytics to give clients competitiveadvantage and drive business results

OUR MISS ION—

Page 8: Enabling Data-Driven Marketing

THE WORLDS OF CRM AND MEDIA CAN NOW BE COMBINED

I D E N T I T YWho are they and

what are they doing?

E N R I C H M E N TWhat other data

sources do we have?

A C T I V A T I O NHow can we use

technology to scale?

D E L I V E R YActivating a learning loop

Page 9: Enabling Data-Driven Marketing

D A T A

T E C H N O L O G Y

A N A L Y T I C S

A C T I V A T I O NConstruct the best technology infrastructure to access the data

Identify the most valuable data sets

Audience, Message and Placement Work

together

Find the most valuable insights

TH I S REQUIRES A RIGOROUSAND OBJECT IVE APPROACH

Page 10: Enabling Data-Driven Marketing

NOT ALL DATA IS CREATED EQUAL

1 ST P A R T Y D A T A is data that is owned by the client such as:

2 N D P A R T Y D A T A is data from strategic partners that have agreed to share their 1st Party Data:

3 R D P A R T Y D A T A is data from other providers that can be used to profile 1st

Party Data, e.g.:

SCALE

VALUE

Page 11: Enabling Data-Driven Marketing

B U S I N E S S G O A L &

C H A L L E N G E

D A T A T O D E F I N E T H E A U D I E N C E

I N S I G H TS T R A T E G Y / T

A C T I C S

A D D R E S S A B L E A C T I V A T I O N

N O N -A D D R E S S A B L E M A S S R E A C H

C H A N N E L S

O P T I M I S A T I O N

OUR APPROACH TO DATA-DRIVEN MARKET ING

Page 12: Enabling Data-Driven Marketing

IT ’S A JOURNEY. . . WHERE ARE YOU?

CR A W L W A LK R U N S P R I N T

Page 13: Enabling Data-Driven Marketing

CRAWL

NO DMPDISPARATE DATA SOURCESLIMITED ANALYTICALRESOURCESBASIC REPORTING

Page 14: Enabling Data-Driven Marketing

C R A W L / O P E R A T I O N S

R E P O R T I N G C R M F O C U S E D M E D I A F O C U S E D

BE CLEAR ON YOUR DEF INIT ION OF WHAT A DMP IS FOR YOUR BUSINESS

Page 15: Enabling Data-Driven Marketing

C R A W L / O P E R A T I O N S

T E C H N O L O G Y€ € €

S E T U P€ €

U S A G E€

DON’T FORGET TO BUDGET FOR SET UP AND USAGE

Page 16: Enabling Data-Driven Marketing

A U D I E N C E D E F I N I T I O N

D A T A S O U R C E

START THINKING ABOUT HOW YOU DEFINE AUDIENCES ACROSS YOUR BUSINESS

C R A W L / U S E C A S E S

Is the Audience defined using data collected via 1st, 2nd or 3rd parties?

What attribute(s) are you using to define your audience?

Page 17: Enabling Data-Driven Marketing

WALK

LOOKING AT DMPsUSING 3RD PARTYDATAPROGRAMMATIC DEPLOYEDTAGGING IN PLACESOME REAL-TIME OPTIMISATIONSOME AUDIENCEANALYTICS

Page 18: Enabling Data-Driven Marketing

W A L K / O P E R A T I O N S

SET UP A DATA/TECH COUNCIL TO MANAGE MULT IPLE STAKEHOLDERS

ü Marketing• CRM• eCommerce• Brand

ü ITü Legalü Corporate Governanceü Procurement

ü Media Agency• Strategy• Planning• Buying• Ad Ops

ü CRM Agency

ü Creative Agency

DATA/TECH COUNCIL

E X T E R N A LI N T E R N A L

Page 19: Enabling Data-Driven Marketing

Buyers vs browsersOrganic vs paid visitors

Pre vs post ATL campaign

Smarter re-targetingKey segments

identified in profiling

Different bid strategies for different audiences

Frequency capping

W A L K / U S E C A S E S

A U D I E N C E P R O F I L I N G

A U D I E N C E S E G M E N T A T I O N

A U D I E N C E A C T I V A T I O N

Page 20: Enabling Data-Driven Marketing

DON’T MAKE YOUR AUDIENCES TOO GRANULAR

100% 100% 90% 90% 73%90%

Ad Server DMP DSPSite Analytics

Understanding sync rates and data leakage

W A L K / U S E C A S E S

Page 21: Enabling Data-Driven Marketing

RUN

DMP IN PLACE1ST PARTYDATA AVAILABLECRM INTEGRATIONMULTI-PLATFORM PROGRAMMATICONLINE ATTRIBUTIONCUSTOM AUDIENCESSEGMENTATIONDEDICATED ANALYTICS FUNCTION

Page 22: Enabling Data-Driven Marketing

BRINGING YOUR CRM DATA AND SEGMENTS INTO THE DMP

J O N . G H A Z I @ A N N A L E C T . C O M C O O K I E A 1 2 3 4 D G J H O 4 5 6

D M P = A N O N Y M O U S D A T A ( C O O K I E S / D E V I C E I D S )

C R M = P E R S O N A L I N F O R M A T I O N

R U N / U S E C A S E S

Page 23: Enabling Data-Driven Marketing

CRM ON-BOARDING T H E R E A R E 3 M A I N W A Y S T O D O T H I S :

R U N / T E C H N O L O G Y

Append DMP / DSP tracking into your CRM

emails

Match known individuals to cookies when a user identifies themselves on the client site (e.g. when

they log in to the site)

Work with a 3rd party on-boarding partner (e.g.

LiveRamp, Experian etc) Working with an on-boarding

partner can be expensive, and match rates are

typically quite low (c.20-35%)

Page 24: Enabling Data-Driven Marketing

SPRINT

INTEROPERABLEDATASETS1:1 PERSONALISATIONX-PLATFORM FREQUENCYCUSTOM AUDIENCESCROSS-CHANNEL ATTRIBUTIONPREDICTIVE ANALYTICSDEDICATED DATA ANALYTICSRESOURCES

Page 25: Enabling Data-Driven Marketing

OUR OWN JOURNEY TO ENABLE DATA-DRIVEN MARKET ING

Limitations of working with just one single DMP

Explosion of data and marketing technology and limitation of

databases to handle the velocity and variety of data

4 years ago

Global partnership with Neustar

Today

Multi DMP model allowing us to work with the best providers in each market

Tomorrow

Open cloud environment, pooling a range of data sources and allowing interoperability across a range

of technologies and walled gardens

Page 26: Enabling Data-Driven Marketing

I N T R OD U CI N G OU R E V OLV E D P LA T F OR M & CA P A BI L I T Y

THE AGILE DATA PLATFORM

Page 27: Enabling Data-Driven Marketing

Open, scalable data

environment

Ingests a wide variety of granular,

log-level data sources

Matches these data sources at

the user-level(ID

management)

Powers the creation of

bespoke behavioural

segments

Built for Interoperability

Powers our segmentation

and predictive modelling

work

WHAT DOES THE AGILE

DATA PLATFORM

DO?Underpins advanced

attribution models to close the

measurement loop

CR E A T E S A COMMON I D E N T I T Y A N D

E N V I R ON ME N T T O L I N K A LL D A T A -

D R I V E N MA R K E T I N G

Page 28: Enabling Data-Driven Marketing

M O V E F R O M B L A C K - B O X , 3 R D P A R T Y D A T A S E G M E N T S T O H I G H Q U A L I T Y ,

B E S P O K E S E G M E N T S B A S E D O N B E H A V I O U R S A N D A T T I T U D E S

ENABLING NEW & POWERFUL CAPABIL IT IES

M O V E B E Y O N D S I L O E D , I N C O N S I S T E N T D A T A A N D

A N A L Y T I C A L P R O C E S S E S T O A C O M M O N , S C A L A B L E

E N V I R O N M E N T

M O V E B E Y O N D I N C O M P L E T E I D S T O A C O M M O N I D U N I F Y I N G

D I F F E R E N T S O U R C E S , A L L O W I N G C A M P A I G N S T O B E T R A C K E D C O N S I S T E N T L Y T H R O U G H O U T

Page 29: Enabling Data-Driven Marketing

N O B L A C K B O X E S , N O H I D D E N A L G O R I T H M S

• Proprietary analytical processes• Full visibility to clients • Access to methodology & code • Transparent segment creation• Open evolution of products & processes

overtime

N O C O N F L I C T S O F I N T E R E S T

• No data ownership conflicts• Freedom to work with any data partner• Interoperable approach to data and

technology• Solutions built for client need• Test & learn culture

FULL DATA TRANSPARENCY IS V ITAL

Page 30: Enabling Data-Driven Marketing

5 THINGS TO REMEMBER

But if you’re planning to get a DMP, don’t

skip the scoping stages

We help clients unleash the power of data

through technology and analytics to generate

competitive advantage and drive business results

Not all data is created equal

A DMP can help you understand

more about your customers and

improve marketing efficiency

Full transparency from your partners

is vital for a successful data-driven strategy

1 2 4 53

Page 31: Enabling Data-Driven Marketing