New York | March 19–23 Getting Personal With Data Peter Randazzo Chief Technology Officer, iCrossing [email protected] The revolutionary evolution of data management
Getting Personal with Data - Peter Randazzo - iCrossing
Sep 01, 2014
Peter Randazzo (@raz2raz), iCrossing’s chief technology officer, presented “Getting Personal with Data,” on Tuesday, March 20 at 12:10 pm EST in the Expo Hall Theater. The session explored how new technologies like data management platforms (DMPs) are transforming the way that interactive marketers apply audience data to their marketing efforts. This topic of data-driven marketing is particularly relevant for iCrossing, as it recently announced the acquisition of Red Aril, a leading DMP company.
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New York | March 19–23
Getting Personal With Data
Peter Randazzo Chief Technology Officer, iCrossing [email protected]
The revolutionary evolution of data management
New York | March 19–23, 2012 | #sesny
We have entered the “Age of the Customer”
Your logo here
New York | March 19–23, 2012 | #sesny
The DMP is at the heart of this evolution
New York | March 19–23, 2012 | #sesny
…from noise, push, and chaos
New York | March 19–23, 2012 | #sesny
…to signal, engagement, and coordination
Audiences
• Demographic Markers
• Psychographic Markers
• Media Exposures
• Search History
• Site Behavior
• Social Graph
Content
• Media
• Categories
• Semantics
• Lifespan
• User Generated
Context
• Competitors
• Brands
• Devices
• Channels
• Socio-economics
New York | March 19–23, 2012 | #sesny
Connected experiences in this new “Age” demand
• Actionable audience insight
• Cross-channel relevance and value
• Optimizing audiences over optimizing conversions alone
• Respectful engagement • All the above in real time
New York | March 19–23, 2012 | #sesny
Let’s be clear on what we mean by audience
Social Graph
Purchases Website
Visits
Impressions Search
Behavior
An “audience”
http://google.com
http://amazon.com
http://facebook.com
http://esquire.com
http://doubleclick.com
New York | March 19–23, 2012 | #sesny
Style & Fashion -> Fashion -> Fashion News
Style & Fashion -> Clothing & Accessories -> Accessories -> Jewelry (I.S.=3.75) Style & Fashion -> Clothing & Accessories -> Clothing -> Vintage Clothing (I.S.=2.83) Arts & Entertainment -> Recreation -> City Guides -> Los Angeles (I.S.=5.4)
Style & Fashion -> Clothing & Accessories -> Accessories -> Jewelry Style & Fashion -> Clothing & Accessories -> Clothing -> Vintage Clothing
News & Media -> Fashion Magazines
TargusInfo: Female; Exelate: Age 30-35, Travel Enthusiast; Bizo: Senior Executive, Business Traveler
High Net Worth Elle Subscriber – expires 2012/3/31
Fashion Addict Renewal Ready
… and why audience profiling in real time
New York | March 19–23, 2012 | #sesny
• Securely collects, integrates, and analyzes the entire data portfolio
• Models data into custom audience segments
• Segments that are actionable in real time
…provides benefits to the marketer
Performance (Direct Response)
Audience Reach (Brand Focus)
Data Alliances (Cooperative)
Audience Analytics (Attribution)
Status: ? Age: ? Lifestyle: ? Life Stage: ? DMA: ? Intent:?
Status: Frequent Visitor Age: 21-38, HHI: $100K+ Lifestyle: Mover & Shaker Life Stage: Expected Mom DMA: New York Intent: Auto, Luxury Travel
Anne
New York | March 19–23, 2012 | #sesny
The DMP has risen to meet this demand
Source: Forrester Research, Inc. Source: Forrester Research, Inc.
New York | March 19–23, 2012 | #sesny
…and create an ecosystem around each customer
New York | March 19–23, 2012 | #sesny
Important capabilities for a true DMP
• Universal view of customer • Data source and purpose
agnostic • Secure use of 1st, 2nd, and
3rd party data sources • Real time segment building
and use • Data portability • Self service capability • Reciprocal integration with
channels
New York | March 19–23, 2012 | #sesny
Important things to consider when choosing a DMP
• Data security • Data ownership • Audience data leakage • Privacy • Vested interests
New York | March 19–23, 2012 | #sesny
Who is watching your audience?
Source: Collusion , A Firefox Plugin.
New York | March 19–23, 2012 | #sesny
Who shares your audience?
Hearst NA Properties + Faux Client
New York | March 19–23, 2012 | #sesny
Connected marketing is evolving its perspective
New York | March 19–23, 2012 | #sesny
Attribution
modeling
Social data
3rd party data
Facebook Twitter
Youtube
Intent data Device data
Look-a-likes
Social campaigns
SEO campaigns
Spot cable TV buying
Direct marketing
Call center systems
Brand Standards/ Governance
Data Security
The First Integrated Brand Platform For the digital age
…to create something new
Source: Forrester Research, Inc.
New York | March 19–23, 2012 | #sesny
It is coming soon to a search campaign near you
New York | March 19–23
Getting Personal With Data
Peter Randazzo Chief Technology Officer, iCrossing [email protected]
The revolutionary evolution of data management
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