Knotice CEO & Founder Brian Deagan looks at what is a DMP and why you should care at the IgnitionOne European Automotive Summit, June

1. P r o p r i e t a r y & C o n f i d e n t i a l
SEARCH SOLUTIONS
1
BRIAN
DEAGAN
IGNITIONONE
:
JUNE 5th

2. P r o p r i e t a r y & C o n f i d e n t i a l
2
…AND WHY YOU SHOULD
CARE
BRIAN
DEAGAN
JUNE 5th
WHAT’S A
DMP…

3. Traditional Marketing
and
Customer Databases

4. P r o p r i e t a r y & C o n f i d e n t i a l
Need to connect.
4
ANONYMOUS KNOWN
Example: User shows up at your
website, but you don’t know who he or
she is.
Example: A long-time customer.
CONNECTING ANONYMOUS AND
KNOWN CHALLENGING

6. P r o p r i e t a r y & C o n f i d e n t i a l
Traditional Marketing
and
Customer Databases
21
Not good at
ingesting massive
amounts of
anonymous and
known digital
information..
Not built to activate
audiences across
digital channels.
KEY CHALLENGES

7. P r o p r i e t a r y & C o n f i d e n t i a l
THE NEED FOR DMPS
(DATA MANAGEMENT PLATFORMS)
Data Management Platform
A unified technology platform that intakes disparate first-,
second-, and third-party data sets, provides normalization and
segmentation on that data, and allows a user to push the
resulting segmentation into live interactive channel
environments.

8. P r o p r i e t a r y & C o n f i d e n t i a l
THE “D” IN DMP CAN MEAN
DIFFERENT THINGS
• Enhanced Display Targeting
• Data Aggregation and Multi-Channel Digital
Activation
• Marketing Database
8

9. P r o p r i e t a r y & C o n f i d e n t i a l
DMP DEPLOYMENT TYPES & BUYERS
9
SVP, Marketing
DMP Buyers
VP / Director, AnalyticsVP / Director, DigitalVP / Director, Paid Media
Enhanced
Display Targeting
Marketing
Database
Deployment Type
Data Aggregation &
Multi-Channel Digital
Activation
Most DMP Deployments
Today

10. P r o p r i e t a r y & C o n f i d e n t i a l
DMP DEPLOYMENT TYPES & BUYERS
10
SVP, Marketing
DMP Buyers
VP / Director, AnalyticsVP / Director, DigitalVP / Director, Paid Media
Enhanced
Display Targeting
Marketing
Database
Deployment Type
Data Aggregation &
Multi-Channel Digital
Activation
IgnitionOne Deployments

11. P r o p r i e t a r y & C o n f i d e n t i a l
APRIL 2014 GLOBAL CMO SURVEY
CONDUCTED BY DELOITTE
• 228 global marketing
leaders
• Limited to CMO or Head
of Marketing
• ~10% Automotive
• Conducted between
October and December
2013.
11

12. P r o p r i e t a r y & C o n f i d e n t i a l
IMPACT OF DIGITAL ON CMOS
12

13. P r o p r i e t a r y & C o n f i d e n t i a l
TOP EXTERNAL PRIORITIES
13
Data Management Critical

14. P r o p r i e t a r y & C o n f i d e n t i a l
TOP INTERNAL PRIORITIES
14
Data #1

15. P r o p r i e t a r y & C o n f i d e n t i a l
WHY
15
Dataset
Traditional Marketing
Database
Typical DMP Deployment Value to Marketers
Online Transactions Standard Proxy Used (pixel,event)
Enables segmentation, targeted marketing,
relevant interactions and conversion analysis.
Offline Standard Not Standard
Digital Channels Value to Marketers
Email Standard Standard
Individually enables channel engagement and
tactics, testing and response analysis. Holistically
enables simple to complex attribution modeling
and multi-channel contact strategy analysis.
Web Browsing Not Standard Standard
Display Not Standard Standard
Search Not Standard Standard
Social Not Standard Standard
Mobile Not Standard Standard
3rd Party Enrichment Not Standard Standard
Non Digital Channels
Direct Mail Standard Not Standard
Enables holistic channel view of customers
(digital and traditional).
Call Center Standard Not Standard
3rd Party Enrichment Standard Not Standard
Table illustrates why data acquisition is top internal priority. Datasets are still
fragmented.
Need to tie them together.
Corporate &
Dealers

16. P r o p r i e t a r y & C o n f i d e n t i a l
ALSO INHIBITING ROI ANALYSIS
16
Experiments
16%
Lead generation to
sales metrics
2%
Manager
judgments
27%
Customer
surveys
22%
Econometric
modeling
18%
We don’t
measure
marketing
ROI 15%
How companies measure marketing ROI
What percent of your marketing budget do you
spend measuring your marketing ROI?
Mean = 3.5% (SD = 5.1)
Source: “The CMO Survey 2014” by McKinsey&Co, AMA and Duke
University

17. Extra Features
Feature detail
Features (Lookup)
Lookup table for extra features
Customer
Customer record
Model
Car model
1 to many
Car Models (Lookup)
Lookup table for car models
1 to 1
1 to 1
Social Accounts
Likes, interests, etc1 to many
1 to many
Service Appointments
Likes, interests, etc
1 to many
DATA INTAKE: KNOWN CRM DATA
In-Car Data
Likes, interests, etc
1 to many

18. DATA INTAKE: DIGITAL BEHAVIOR

19. RESULTING EXAMPLE PROFILE
FROM IGNITIONONE DMP
Linked Anonymous
Profiles In 30 Days
Average CPM $2.80
High likelihood she is
also using an iPad mini.
Algorithmic scoring and
real-time decisioning.
CPC $1.29
3 Year Lease – ATS Sedan
Last service appointment on 5/16/2014

20. EXAMPLE AUDIENCE

21. Internal CRM,
BI, and
Analytics
Environments
Feeds or
Extracts
ANALYTICS

22. ANALYTICS
Includes: Search,
Display, Social,
Affiliates, Email, and
Direct Traffic

23. P r o p r i e t a r y & C o n f i d e n t i a l
TRUE DATA MANAGEMENT
FROM IGNITIONONE
True Data
Management
Known Anonymous
Media
Profile
Store
Client
Profile
Store
Single-Tenant and Contains PII
Separate profile store for each iOne
client. Data is not commingled.
Multi-Tenant and No PII
Single profile store for all iOne
clients. Anonymous, non-PII data is
used for media targeting.

24. P r o p r i e t a r y & C o n f i d e n t i a l
THE DMP BECOMES THE DIGITAL HUB
Campaign
Management
Channel
Execution
Marketing
Database
Analytics & BI
Ecosystem
True Data
Management
Owned Media Paid Media
Known Anonymous
Digital
Hub
Ops Layer
24
That Plugs Into and Improves
Your Existing Marketing
Ecosystem

25. P r o p r i e t a r y & C o n f i d e n t i a l
POWERS THE CUSTOMER
LIFECYCLE
FOR PERSONAL, END-TO-END DIGITAL STORYTELLING
Phone
Search
Social
Displa
y
Websit
e
True Data
Management
Anonymou
s
Known
Offer
Forms
Chat
Email
Digital
Hub

26. P r o p r i e t a r y & C o n f i d e n t i a l
MARKETING AUTOMATION 2.0
HUB-POWERED, END-TO-END, OPEN AND FLEXIBLE
True Data
Management
Anonymou
s
Known
Digital
Hub
Native or
3rd Party
Native or
3rd Party
Native or
3rd Party
Native or
3rd Party
Native or
3rd Party
Native or
3rd Party
3rd Party
3rd Party
Native or
3rd Party
Phone
Search
Social
Displa
y
Websit
e
Offer
Forms
Chat
Email

27. P r o p r i e t a r y & C o n f i d e n t i a l
WHY IGNITIONONE FOR DATA
MANAGEMENT
• We make your first-party data actionable on an
ongoing basis versus uploading it once for a
display campaign (although we can).
• Truly complements existing CRM and analytics
investments.
• Enable superior multi-channel audience
activation, lifecycle marketing, and analytics to
drive revenue.
• Simpler interface than other DMPs, traditional
marketing databases, and campaign mgmt tools
27

28. P r o p r i e t a r y & C o n f i d e n t i a l
THANK
YOU
28
Brian Deagan
Global Business Owner, DMP
www.ignitionone.com
www.digitalmarketingsuite.com
bdeagan@knotice.com
Thank You
(Merci, Danke, Grazie, Gracias, Dank u wel, Cheers)

29. P r o p r i e t a r y & C o n f i d e n t i a l
DATA FLOW AND PRIVACY
MANAGEMENT
FOR IGNITIONONE DISPLAY
29
Personally Identifiable Anonymized
Audience
Selection
Hashed IDs
Client Customer
Data
Data Extracts
(e.g.: Appends)
Real-Time Bidding
and Targeting
iOne Media
Profile
Store
Networks,
Exchanges,
and Publishers
Decorated
Pixel Request
Known
Anonymous
iOne Client
Profile
Store
Event and
Category
Data
Feed
Event and
Category Data
Direct
Channels
(Web, Email,
etc)
Tracking Tags
Client
Data Onboarder
(e.g.: Datalogix)
Matched iOne Profiles
Reach any remaining
unmatched profiles through
third-party DSP partners.
Non-Display Audience
Activation
(Web, Email, Facebook, DM,
etc.)
Referential links between known
profiles and profiles in media profile
store are hashed to prevent native
display activation.

30. P r o p r i e t a r y & C o n f i d e n t i a l
DATA FLOW AND PRIVACY
MANAGEMENT
FOR IGNITIONONE DISPLAY
30
Personally Identifiable Anonymized
Audience
Selection
Hashed IDs
Client Customer
Data
Data Extracts
(e.g.: Appends)
Real-Time Bidding
and Targeting
iOne Media
Profile
Store
Networks,
Exchanges,
and Publishers
Decorated
Pixel Request
Known
Anonymous
iOne Client
Profile
Store Feed
Event and
Category Data
Direct
Channels
(Web, Email,
etc)
Tracking Tags
Client
Data Onboarder
(e.g.: Datalogix)
Reach any remaining
unmatched profiles through
third-party DSP partners.
Non-Display Audience
Activation
(Web, Email, Facebook, DM,
etc.)
Matched iOne Profiles
Native: Active Business Travelers
Programmatic

31. P r o p r i e t a r y & C o n f i d e n t i a l
NATIVE LOOKALIKES
FOR IGNITIONONE DISPLAY
Audience
Selection
Real-Time Bidding
and Targeting
iOne Media
Profile
Store
iOne Client
Profile
Store
Native Lookalike
Audience
Benefits:
• 100% match rate for active profiles. No
data leakage compared to using an
onboarder.
• Push button activation versus time and
labor intense alternatives.
• No additional third-party layered costs!
Active Business Travelers
Create
Lookalikes

32. P r o p r i e t a r y & C o n f i d e n t i a l
ALGORITHMIC ENGAGEMENT
SCORING
True Data
Management
Known Anonymous
Engageme
nt Scoring
Display
Search
Marketing
Automation
850
SCORE
Marketing
Database
Analytics & BI
Digital
Hub

33. P r o p r i e t a r y & C o n f i d e n t i a l

34. P r o p r i e t a r y & C o n f i d e n t i a l

35. P r o p r i e t a r y & C o n f i d e n t i a l

36. P r o p r i e t a r y & C o n f i d e n t i a l

37. P r o p r i e t a r y & C o n f i d e n t i a l

38. P r o p r i e t a r y & C o n f i d e n t i a l
FOR EXAMPLE
38
Marketing
Database
Analytic model in marketing
database segments Jim as
“Single Young Urbanite”
persona.
Does Search
Jim may still be young
and single, but clearly
things are changing for
him…

39. P r o p r i e t a r y & C o n f i d e n t i a l
GOOGLE CHANGES
39
Advertiser
Historically would share
user search queries with
advertisers when
someone would click.
“good baby diapers”
Stopped for Organic Clicks
Stopping for Paid Clicks Soon

40. P r o p r i e t a r y & C o n f i d e n t i a l
WE STILL HAVE KEYWORD
MATCHES
(WE BEING THE INDUSTRY)
40
“good baby diapers”
Keyword Match
“Baby Diapers”
Advertiser

41. P r o p r i e t a r y & C o n f i d e n t i a l
MAKES SEARCH + HUB COMBO
CRITICAL
True Data
Management
Known Anonymous
Hub
iOne
Search
Keyword
Match
Search: “good baby diapers”
Keyword match “baby
diapers” appended to profile.
iOne User Profile

42. P r o p r i e t a r y & C o n f i d e n t i a l
POST-CLICK PAGE OPTIMIZATION
GO FROM KEYWORD CENTRIC TO USER-CENTRIC
True Data
Management
Known Anonymous
Hub
iOne
Search
Keyword
Match
Search: “good baby diapers”
Keyword match “baby
diapers” appended to profile.
iOne User Profile
User Centric Page
and Site
Optimization

43. P r o p r i e t a r y & C o n f i d e n t i a l
OUR NATIVE PROGRAMMATIC
ADVANTAGE
True Data
Management
Ops Layer
Creative
- Banner
- Video
- Rich Media
- Text
• Bid Decisioning
• Bid Price
• Creative Selection
• Dynamic Creative
Execution
• Native Lookalikes
• Internal Auction
Enhanced Real-Time
Bidding (RTB)
iOn
e
DSP
Live Data
Enhancement
Channel
- Display
- Social
- Mobile
Real-Time
Feedback Loop
(In Milliseconds)
Ad
850
Control Ad Context with
Integrated Brand Safety
Features.
Digital
Hub

44. P r o p r i e t a r y & C o n f i d e n t i a l
VERSUS THIRD PARTY DSPS
True Data
Management
Ops Layer
Creative
- Banner
- Video
- Rich Media
- Text
• Bid Decisioning
• Bid Price
• Creative Selection
• Dynamic Creative
Execution
• Native Lookalikes
• Internal Auction
Enhanced Real-Time
Bidding (RTB)
iOn
e
DSP
Live Data
Enhancement
Channel
- Display
- Social
- Mobile
Real-Time
Feedback Loop
(In Milliseconds)
Ad
Other
DSPs
Static and Flat
Data Extracts
Other DSPs can be useful for
extended reach for audience
targeting, but are limited in ability
to optimize and enhance in real-
time off of hub data. Brand safety
features may also vary.
850
Digital
Hub