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Enabling Data-Driven Marketing
Understanding
and organising
data signals
from all
touchpoints
WHAT IS DATA-DRIVEN MARKETING?
Changing
activation
based on the
behaviours of
recipients
Becoming a
more
responsive
customer
focused brand
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
Regional
“Centres of
Excellence”
alongside agency
embedded
experts
1200
employees
globally N A
Offices
M E N A
Offices
E M E A
Offices
A P A C
Offices
OUR APPROACH TO DATA-DRIVEN
MARKETING – A GLOBAL FOCUS
It’s our people that make the difference
OVER 40 PEOPLE IN FINLAND
DATA &
TECHNOLOGY
STRATEGY
MARKETING
SCIENCE
R&D
DATA
ARCHITECTURE
DATA
VISUALISATION
RESEARCH &
CONSUMER
INSIGHTS
JUSSI.PIRI@ANNALECT.COM
—
To unleash the power
of data through
technology and
analytics to give
clients competitive
advantage and drive
business results
OUR MISSION
—
THE WORLDS OF CRM AND
MEDIA CAN NOW BE COMBINED
I D E N T I T Y
Who are they and
what are they doing?
E N R I C H M E N T
What other data
sources do we have?
A C T I V A T I O N
How can we use
technology to scale?
D E L I V E R Y
Activating a
learning loop
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 N
Construct 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
THIS REQUIRES A RIGOROUS
AND OBJECTIVE APPROACH
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
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 T
S 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
MARKETING
IT’S A JOURNEY... WHERE ARE YOU?
CRA WL WA LK RUN S P RI N T
CRAWL
NO DMP
DISPARATE DATA SOURCES
LIMITED ANALYTICALRESOURCES
BASIC REPORTING
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 DEFINITION OF
WHAT A DMP IS FOR YOUR BUSINESS
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
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?
WALK
LOOKING AT DMPs
USING 3RD PARTY DATA
PROGRAMMATIC DEPLOYED
TAGGING IN PLACE
SOME REAL-TIME OPTIMISATION
SOME AUDIENCE ANALYTICS
W A L K / O P E R A T I O N S
SET UP A DATA/TECH COUNCIL TO
MANAGE MULTIPLE STAKEHOLDERS
ü Marketing
• CRM
• eCommerce
• Brand
ü IT
ü Legal
ü Corporate Governance
ü Procurement
ü Media Agency
• Strategy
• Planning
• Buying
• Ad Ops
ü CRM Agency
ü Creative Agency
DATA/TECH
COUNCIL
E XT E RN A LI N T E RN A L
Buyers vs browsers
Organic vs paid visitors
Pre vs post ATL campaign
Smarter re-targeting
Key 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
DON’T MAKE YOUR AUDIENCES
TOO GRANULAR
100% 100% 90% 90% 73%90%
Ad Server DMP DSP
Site
Analytics
Understanding sync rates and data leakage
W A L K / U S E C A S E S
RUN
DMP IN PLACE
1ST PARTY DATA AVAILABLE
CRM INTEGRATION
MULTI-PLATFORM PROGRAMMATIC
ONLINE ATTRIBUTION
CUSTOM AUDIENCES
SEGMENTATION
DEDICATED ANALYTICS FUNCTION
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
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%)
SPRINT
INTEROPERABLE DATASETS
1:1 PERSONALISATION
X-PLATFORM FREQUENCY
CUSTOM AUDIENCES
CROSS-CHANNEL ATTRIBUTION
PREDICTIVE ANALYTICS
DEDICATED DATA ANALYTICS
RESOURCES
OUR OWN JOURNEY TO ENABLE DATA-
DRIVEN MARKETING
Limitations ofworkingwith just
one single DMP
Explosion ofdata andmarketing
technology andlimitation of
databases to handle the velocity
and variety ofdata
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
I N T ROD UCI N G OUR E VOLVE D
P LA T F ORM & CA P A BI LI T Y
—
THE AGILE DATA PLATFORM
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
CRE A T E S A COMMON
I D E N T I T Y A N D
E N VI RON ME N T T O
LI N K A LL D A T A -
D RI VE N MA RK E T I N G
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
CAPABILITIES
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
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 VITAL
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 drivebusiness 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
Enabling Data-Driven Marketing

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Enabling Data-Driven Marketing

  • 2. Understanding and organising data signals from all touchpoints WHAT IS DATA-DRIVEN MARKETING? Changing activation based on the behaviours of recipients Becoming a more responsive customer focused brand
  • 3. 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
  • 4. Regional “Centres of Excellence” alongside agency embedded experts 1200 employees globally N A Offices M E N A Offices E M E A Offices A P A C Offices OUR APPROACH TO DATA-DRIVEN MARKETING – A GLOBAL FOCUS It’s our people that make the difference
  • 5. OVER 40 PEOPLE IN FINLAND DATA & TECHNOLOGY STRATEGY MARKETING SCIENCE R&D DATA ARCHITECTURE DATA VISUALISATION RESEARCH & CONSUMER INSIGHTS
  • 7. — To unleash the power of data through technology and analytics to give clients competitive advantage and drive business results OUR MISSION —
  • 8. THE WORLDS OF CRM AND MEDIA CAN NOW BE COMBINED I D E N T I T Y Who are they and what are they doing? E N R I C H M E N T What other data sources do we have? A C T I V A T I O N How can we use technology to scale? D E L I V E R Y Activating a learning loop
  • 9. 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 N Construct 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 THIS REQUIRES A RIGOROUS AND OBJECTIVE APPROACH
  • 10. 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
  • 11. 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 T S 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 MARKETING
  • 12. IT’S A JOURNEY... WHERE ARE YOU? CRA WL WA LK RUN S P RI N T
  • 13. CRAWL NO DMP DISPARATE DATA SOURCES LIMITED ANALYTICALRESOURCES BASIC REPORTING
  • 14. 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 DEFINITION OF WHAT A DMP IS FOR YOUR BUSINESS
  • 15. 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
  • 16. 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?
  • 17. WALK LOOKING AT DMPs USING 3RD PARTY DATA PROGRAMMATIC DEPLOYED TAGGING IN PLACE SOME REAL-TIME OPTIMISATION SOME AUDIENCE ANALYTICS
  • 18. W A L K / O P E R A T I O N S SET UP A DATA/TECH COUNCIL TO MANAGE MULTIPLE STAKEHOLDERS ü Marketing • CRM • eCommerce • Brand ü IT ü Legal ü Corporate Governance ü Procurement ü Media Agency • Strategy • Planning • Buying • Ad Ops ü CRM Agency ü Creative Agency DATA/TECH COUNCIL E XT E RN A LI N T E RN A L
  • 19. Buyers vs browsers Organic vs paid visitors Pre vs post ATL campaign Smarter re-targeting Key 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
  • 20. DON’T MAKE YOUR AUDIENCES TOO GRANULAR 100% 100% 90% 90% 73%90% Ad Server DMP DSP Site Analytics Understanding sync rates and data leakage W A L K / U S E C A S E S
  • 21. RUN DMP IN PLACE 1ST PARTY DATA AVAILABLE CRM INTEGRATION MULTI-PLATFORM PROGRAMMATIC ONLINE ATTRIBUTION CUSTOM AUDIENCES SEGMENTATION DEDICATED ANALYTICS FUNCTION
  • 22. 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
  • 23. 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%)
  • 24. SPRINT INTEROPERABLE DATASETS 1:1 PERSONALISATION X-PLATFORM FREQUENCY CUSTOM AUDIENCES CROSS-CHANNEL ATTRIBUTION PREDICTIVE ANALYTICS DEDICATED DATA ANALYTICS RESOURCES
  • 25. OUR OWN JOURNEY TO ENABLE DATA- DRIVEN MARKETING Limitations ofworkingwith just one single DMP Explosion ofdata andmarketing technology andlimitation of databases to handle the velocity and variety ofdata 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
  • 26. I N T ROD UCI N G OUR E VOLVE D P LA T F ORM & CA P A BI LI T Y — THE AGILE DATA PLATFORM
  • 27. 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 CRE A T E S A COMMON I D E N T I T Y A N D E N VI RON ME N T T O LI N K A LL D A T A - D RI VE N MA RK E T I N G
  • 28. 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 CAPABILITIES 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
  • 29. 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 VITAL
  • 30. 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 drivebusiness 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