This document discusses data-driven marketing and Anthropic's approach. It provides the following key points:
1. Data-driven marketing uses customer data from all touchpoints to personalize marketing based on customer behaviors and make brands more responsive.
2. 93% of Finnish business directors see data-driven marketing as crucial for business success, particularly for driving sales and customer retention.
3. Anthropic takes a global, people-focused approach to data-driven marketing to give clients a competitive advantage through technology, analytics, and data-driven activation.
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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
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
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%)
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
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