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What Is a Data Management Platform and Why You Should Care?

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

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What Is a Data Management Platform and Why You Should Care?

  1. 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. 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. 3. Traditional Marketing and Customer Databases
  4. 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
  5. 5. 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
  6. 6. 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.
  7. 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 “D” IN DMP CAN MEAN DIFFERENT THINGS • Enhanced Display Targeting • Data Aggregation and Multi-Channel Digital Activation • Marketing Database 8
  8. 8. 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
  9. 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 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
  10. 10. 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
  11. 11. 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
  12. 12. 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
  13. 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 INTERNAL PRIORITIES 14 Data #1
  14. 14. 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
  15. 15. 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
  16. 16. 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
  17. 17. DATA INTAKE: DIGITAL BEHAVIOR
  18. 18. 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
  19. 19. EXAMPLE AUDIENCE
  20. 20. Internal CRM, BI, and Analytics Environments Feeds or Extracts ANALYTICS
  21. 21. ANALYTICS Includes: Search, Display, Social, Affiliates, Email, and Direct Traffic
  22. 22. 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.
  23. 23. 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
  24. 24. 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
  25. 25. 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
  26. 26. 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
  27. 27. 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)
  28. 28. 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.
  29. 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 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
  30. 30. 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
  31. 31. 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
  32. 32. P r o p r i e t a r y & C o n f i d e n t i a l
  33. 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. 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. 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. 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. 37. 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…
  38. 38. 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
  39. 39. 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
  40. 40. 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
  41. 41. 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
  42. 42. 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
  43. 43. 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

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