David Hibbs presentation from #DigitalCrossroads on people-based marketing.

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How
the
ID
Graph
Enables
People-­‐Based
Marketing
David
Hibbs
Sr Manager,
DMP
Strategy
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Marketing
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&
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Data
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“Half
the
money
I
spend
on
advertising
is
wasted;
the
trouble
is
I
don’t
know
which
half.”
– John
Wanamaker
2

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Old
School
Marketing
Channel
based
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• Fans
/
Followers
• Media
Content
• Segmentation
strategy
• Typically
closed
ecosystem,
shiny
object
• Automated
triggers
• Promotional
/
Newsletters
• Segmentation
strategy
• Known
customers
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• Online,
intent
based
• Anonymous
• Traditionally
dominated
by
Google,
rapidly
changing
(Voice,
AI)
Budgets
&
Marketing
Based
on
Channels
One
Customer
Profile?

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Adding
to
it,
over
90%
of
purchase
activity
is
still
occurring
offline…
Offline
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Online

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It’s
only
getting
more
complicated
*”Understand
the
cross-­‐device
consumer
in
just
15
minutes”,
Conversant
On
average,
a
consumer
now
uses
3
devices
and
can
have
well
over
6
IDs
associated
to
them

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More
platforms,
more
unique
IDs.
Proliferation
of
closed
web and
need
to
login

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How
many
IDs
do
YOU have?
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As
consumers
move
across
devices
and
channels,
Marketers
struggle
to
target
the
right
audience
11%
Marketers
have
high
confidence
in
the
audience
they’re
targeting.
-­‐Nielsen

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What
happens
if
you
can’t
accurately
match
IDs
or
lead
with
people
based
marketing?
You
reach instead
of Wasted
media
spend
ControlYour
target
ends
up
in
instead
of Inaccurate
resultsTest
You
can
only
reach
via
instead
of Limited
cross-­‐
channel
reach

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DEVICES
11
Marketers
need
a
solution
that
ties
real
people
across
devices
and
channels
CHANNELSIDENTITY

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Modern
Marketing
Customer
Lead
Marketing
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Mobile
IDs
Cookie
IDs
Set
Top
Box
Email
IDs
Social
IDs
Typical
Consumer
– IDs
&
Data
She
checks
her
Facebook
feed
while
at
work
Reads
the
news
on
her
mobile
device
She
watches
her
favorite
shows
on
her
set
top
box
Signs
up
for
ongoing
email
communications
Browses
website
on
her
personal
computer

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Centralize
Data
to
Enable
People
Based
Marketing
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Add
Value

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Centralize
Data
In
“What
You
Know”
Multiple
data
sources,
aggregated
into
a
single,
centralized
platform
1st (your data), 2nd (partner
data),
3rd (paid
for data
assets)
Website,
display,
video,
mobile,
offline
&
store
Anonymous
&
known
data,
structured
&
unstructured

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Centralize
Data:
ID
Graph
Brings
it
All
Together
Why
is
this
important?
• Comprehensive
View
of
the
customer
IDs
Being
Captured?
• App
login
• Website
login
• Cookie
• Offline
capture
(email)
• Loyalty
Card

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• Behavior:
– Browsed
jeans
– Is
considered
inactive
in
email
(no
opens/clicks)
– Frequent
app
user
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• Purchase
– Purchased
jeans
in
store
in
the
past
3
months
– Typically
purchases
in-­‐store
3
times
a
year
– Avg lifetime
value
– Lives
in
Louisville
Centralized
Data
&
IDs
– Limited
to
your
4
walls

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• Behavior:
– Browsed
jeans
– Is
considered
inactive
in
email
(no
opens/clicks)
– Frequent
app
user
• 3rd Party
– Has
recently
been
searching
for
active
wear
– Has
an
interest
in
running
based
on
frequenting
running
sites/blogs
– Woman,
25-­‐35
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• Purchase
– Purchased
jeans
in
store
in
the
past
3
months
– Typically
purchases
in-­‐store
3
times
a
year
– Avg lifetime
value
– Lives
in
Louisville
• 3rd Party
– Super
buyer
score
(high
value)
– Heavy
purchaser
of
running
and
workout
gear
– Fashionista
Centralized
Data
&
IDs
– Combined
with
3rd Party
Data

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Centralized
Data
&
IDs
Drives
People
Based
Marketing
Lives
in
Midwest
Active
Lifestyle
Women
25-­‐35
Active
app
user
Purchases
three
times
a
year
High
Lifetime
Value

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Centralized
Data
Out
“What
You
Do”
Data
to
inform
all
your
marketing
communications
Display
Programmatic,
Premium,
Portals
Video
in
Banner,
in
Page,
Connected
TV
Social
Facebook,
Twitter,
LinkedIn,
etc.
Mobile
iOS,
Android,
Apps,
Browser
Commerce
Site
Optimization,
Landing
Pages
Other
CRM,
Direct
Mail,
Search

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How
to
Get
Started
How
to
lead
with
a
people
first
strategy
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Identify Collect Centralize Define Activate Optimize
22
People
Based
Marketing
Framework
ID
Management
/
ID
Graph

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Identify
the
right
data
• What
data
do
you
want
to
be
capturing?
• Where
can
you
capture
data?
– Website:
Browse
categories,
abandon
cart,
purchases,
email
address,
account,
cookies,
device
type
– Offline:
Purchases,
email
address,
account,
call
center
– Mobile:
Account,
email
address,
purchases,
MAIDs
– Engagement:
Email
engagement,
media
engagement,
app
engagement
• KPI’s
– How
will
success
be
measured?
– Are
you
capturing
the
right
data
to
measure
success?
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Identify Collect Centralize Define Activate Optimize

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Collect
the
data
• Are
you
using
page
tags
to
capture
events
from
the
web?
• Are
you
capturing
PII
at
point
of
sale
with
purchases?
• For
mobile
apps,
are
you
capturing
interaction
with
your
apps?
– Can
you
enable
this
with
your
team?
– Could
you
leverage
a
partner?
– What
ID
is
being
captured?
Are
there
others?
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Where
will
the
data
reside?
• CRM
system
/
Data
Warehouse
– Centralized:
customer
ID/#
– Typically
a
hub
for
customer
related
data
– OnRamp
can
be
used
to
bring
CRM
files
online
to
be
reached
in
digital
channels
– Data
Append
to
enrich
customer
profile
– Sometimes
difficult
or
slow
to
get
various
types
of
data
in
/
out
/
segmentation
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Where
will
the
data
reside?
• Email
marketing
platform
– Centralized:
email
address
– OnRamp,
FB
and
other
media
partners
allow
you
to
use
email
address
in
their
platforms
– Usually
tied
closely
with
web
behavior
already
(welcome
email,
browse,
abandon
cart,
etc)
– Data
Append
to
enrich
customer
profile
– May
have
limitations
on
storage
of
data
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Where
will
the
data
reside?
• Data
Management
Platform
(DMP)
– Centralized:
user
ID
– Designed
to
be
central
hub
for
data
– Advanced
DMPs
have
ID
Graph
features
built-­‐in
(bring
in
multiple
ID
types)
– Media
platform
agnostic
– 3rd party
data
built
in
for
analysis
and
targeting,
Look-­‐alike
modeling
– Depending
on
who
/
how
it’s
used
could
be
viewed
as
costly
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Focus
on
the
WHO
you
want
to
be
targeting
and
with
WHAT
content
Personalize:
Use
data
to
personalize
the
creative
Ability
to
focus
on
segmentation
strategies:
Prospecting
Examples:
• Customer
Profile
/
Look-­‐alike
• Fashionistas
• Dog
food
buyers
• Suppress:
Known
customers
Retention
Examples:
• Winback /
reactivation
• New
customers
• At-­‐risk
/
churn
reduction
• Recent
purchasers
Identify Collect Centralize Define Activate Optimize
Define:
People
Based
Strategy

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29
Ad
Networks
/
DSPs
/
SSPs
Reg Match
Attribution
&
Optimization
Agencies
Ad
Serving
/
Exchanges
Media
Identify Collect Centralize Define Activate Optimize
Activate:
Channels
/
Devices

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Optimize
based
on
what
worked
or
didn’t
work.
Refine
approach
and
continue
to
improve
your
people-­‐based
marketing
Did
our
people
(audiences)
take
the
desired
actions?
Make
a
purchase?
Sign
up?
Visit
page?
Bring
the
latest
engagement
data
back
into
the
platform
to
revise
your
people
based
strategies
People
based
marketing
makes
it
easier
to
track
back
to
results.
KPIs
can
be
used
to
track
performance
of
different
groups
Identify Collect Centralize Define Activate Optimize
Optimize
/
Measurement

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“Half
the
money
I
spend
on
advertising
is
wasted;
the
trouble
is
I
don’t
know
which
half.”
– John
Wanamaker
31