The Data Management Platform: The Digital Brain You Wish You Had Audrey Rasizer Marlow Senior Director, Analytics

1. The Data Management Platform:
The Digital Brain You Wish You Had
Audrey Rasizer Marlow
Senior Director, Analytics

2. The Marketplace is Crowded
Ad Networks Data Aggregators & Suppliers
Ad Exchanges and SSPs Ad Servers DSPs
Creative Optimization Ad Verification and Privacy

4. Data Management Platform
What It Is What It Does
Unified platform for digital Creates a new knowledge
marketing ecosystem
 Very smart cookie warehouse  Provides actionable insights for
 Analytical firepower- Custom current and future campaign
reporting across all digital media planning
channels  Leverages market vendors
 1st and 3rd party data integration,  Delivers ROAS
storage and management
To power new go-to-market models
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5. 5

6. Single Point of Access
Display & RTB
Search
Control
Social
Targeting
Optimization
Advertiser Video
Media Strategy
Transparency
Mobile
3rd Party Data
3rd Party Technology
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7. A Custom DMP Unifies All Data
Data Management Platform
Client CRM Data
Media Consumption History Data Storage User Profile
 Single ID across channels,  Atomic level user data and  100s audience attributes –
and campaigns campaign data demo, geo, behavioral,
 Complete record of all  Synchronization with external transactions
exposures and interactions data feeds  Ability to overlay CRM data
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8. DMP Provides Robust
Analytics & Reporting

9. “I’m running my campaign on
multiple networks. How can I
avoid wasted media spend?”
-Advertiser
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10. Unparalleled Insight Drives Business Value
Robust user-level data analysis on digital assets driving performance and business value
Maximize unique reach Determine true value of channels
Adtegrity Red
44% McCombs
67%
CPX
 Visibility into duplication Interactive
Display
across media partners gave 2,313,885 Search
Redux
true view-through of 41% 550,236
impressions & value
conversions accordingly
Fetch Back
59%
Burst College
Direct Humor Email
25% 32%
3,075
Pandora CPX Red
100% Interactive Advertising.com McCombs
29% 29%
Value  Identified double-counting of orders across
Click Gorilla digital channels
Fetch Nation Adtegrity
Advertising.com
Back 37% 15%
35% 47%  Ceased unnecessary overpayment of 5% of
Value Click
51% total budget

11. Cookie Level Reach and Frequency Tools
Control user exposure across all of your channels for optimum performance
Media
Source A
Media
Source B
User
Media
Source C
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12. “All our conversions are coming
from search. Let’s kill all display
dollars.”
-Advertiser
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13. Attribution Modeling
Better understand the customers journey and where they are in the sales funnel with advanced cross
channel attribution by analyzing user touch points across multiple digital channels over extended periods
of time.
Attribution Modeling
 Determine custom look-back window and analyze user touch points across multiple channels to attract the most valuable
conversions Assign credit beyond the last click to credit partners appropriately
a
Dynamic Attribution Model
Earliest Exposure Latest Exposure

14. Display Drives Search Conversions
• 104% lift on branded search click conversions when preceded by 1-4 display impressions
• 213% lift on branded search click conversions when preceded by 5-9 display impressions
9.52%
10.00%
9.00% 6.32%
8.00%
7.00%
6.00% 3.04%
5.00% Conversion
4.00%
3.00%
2.00%
1.00%
0.00%
Branded Search only (1 2-5 Total Touchpoints 6-10 Total Touchpints
Touch Point) (1-4 Impressions) (5-9 Impressions)

15. “Which networks/sites/channels
push converters down the buying
funnel?”
- Advertiser
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16. Media Partner Assessment
1. Kontera
Branding 2. CPX
3. Maxpoint
Consideration 1. [x+1]
2. Clearspring
1. Military.com
DR 2. Fastweb.com
3. 33 Across
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*Low sample size

17. Methodology Used to Conduct Analysis
Traditional Last Ad Model 1
Attribution Model 5 Cap 5 4 3 2 1
Attribution
Model 10 Cap
10 9 8 7 6 5 4 3 2 1
Attribution Models used:
 Traditional Last ad model
 Attribution Model 5 Cap
– Looks back up to 5 touch points and awards credit
 Attribution Model 10 Cap
– Looks back up to 10 touch points and awards credit

18. “Customer survey data says that
my customers are females aged 18-
24, but is that my true converting
audience?”
- Advertiser
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19. Audience Profiles
Data Collection
Tags will be implemented directly on the
advertiser's site and in all creatives in order to Advertiser Website
capture audience information in Data
Management Platform (DMP) Advertiser’s
Creative
Combine Data with DMP
Using data collected from the creatives and Converter Information
landing page and by leveraging third-party data
segments, discover and build unique audience
profiles

20. Create Unique Audience Profiles
 Combine CRM, first and third party data to create unique audience profiles
 Demographics, family composition, real estate, financial, politics, shopping habits
Gender Heritage Dwelling Type Home Ownership
Age Length of Residence
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21. Find Your Audience
Features Benefits
 View audience interactions with  Maximize reach to desired
brands across all digital touch points audiences
 Manage diverse audience  Eliminate waste and increase
segmentation schemas incorporating buying efficiencies
multiple data sources
 Leverage real-time aggregate client
– User-level interaction and proprietary data set
campaign performance data
 Better plan, management and
– 3rd party data sources measurement of targeted
 Granularly segment and target campaigns
audiences across media
 Identify audience duplication
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22. Contact Info:
Audrey Rasizer Marlow
Sr. Director, Analytics
The Media Innovation Group
www.themig.com
Audrey.Rasizer@themig.com
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