Getting Personal with Data - Peter Randazzo - iCrossing

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


The DMP is at the heart of this evolution


…from noise, push, and chaos


…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


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


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


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


• 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


The DMP has risen to meet this demand

Source: Forrester Research, Inc. Source: Forrester Research, Inc.


…and create an ecosystem around each customer


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


Important things to consider when choosing a DMP

• Data security • Data ownership • Audience data leakage • Privacy • Vested interests


Who is watching your audience?

Source: Collusion , A Firefox Plugin.


Who shares your audience?

Hearst NA Properties + Faux Client


Connected marketing is evolving its perspective


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.


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