Realizing Customer-Centric Marketing with Programmatic Technology

vEdwin Lee, Global VP, Retail

©2014 MEDIAMATH INC. 1

June 10, 2015

Realizing Customer-Centric Marketingwith Programmatic Technology

53%Demand to deliver more relevant communicationsto customers/be more “customer centric”

eMarketer asked Marketers and Agencies…What factors are responsible for driving investment in data-driven marketing

49%A desire to maximize effectiveness/efficiencyof marketing investments

Source: Winterberry Group, “The Global Review of Data-Driven Marketing and Advertising,” Nov 5, 2014

89%Of companies plan to compete primarily on the basis of the customer experience by 2016

Gartner found that:

Source: Winterberry Group, “The Global Review of Data-Driven Marketing and Advertising,” Nov 5, 2014

No insight into the performanceof media against marketing goals

Crucial technology systems aren’t inplace to messagebased oncustomer behavior,across media and devices

Inability to have one view

of your audiences

across channels

Data “islands” where different

data types are separated from one

another

Inability to connect online

marketing to offline purchases

Organizational Barriers toRealizing Customer-Centricity

@DWIN1 @MEDIAMATH

A Customer Journey Has Multiple Touch Points

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[ ] Activate Data[ ] Personalize Messages[ ] Optimize Toward What Works[ ] Internal Alignment

Best Practices In Realizing Customer-Centric Marketing@DWIN1 @MEDIAMATH

[1] Leverage DataBecause siloed data is sad data

@DWIN1 @MEDIAMATH

[2] Personalize MessagesRelevance Is Key To A Customer-Centric Journey

ProspectingAwareness, Engagement

RemarketingRe-engagement, Purchase

RetentionCross-Sell, Upsell, Loyalty

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[3] Optimize ContinuouslyDouble down on what drives outcomes

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[4] Internal Reorientation & Alignment…Break Down the Silos!

@DWIN1 @MEDIAMATH

MediaMath provides one connected source providing access to addressable media in all channels to deliver more

personalized messages

@DWIN1 @MEDIAMATH

THANK YOUEdwin Lee

Global VP, Retail

@MediaMath

@Dwin1

©2014 MEDIAMATH INC