People Data Activation: From Paradox to Paradigm
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Krux Data Matters 2015, Las Vegas This is a keynote by Krux CEO and co-founder Tom Chavez. In this talk, Tom discusses the past paradoxes in media and advertising and how they have evolved to become today's paradigms. Topics covered include data management practices around privacy and personalization, the merging roles of marketers and publishers, and how brands today can win from the right data management practices. Learn more about Krux DMP: http://www.krux.com
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People Data Activation: From Paradox to Paradigm
- 1. © 2015 People Data Activation: From Paradox to Paradigm Tom Chavez, CEO of Krux @tommychavez
- 5. 5 REAL TIME I want… I expect… I need… Personal Perfect Now RIGHT TIME
- 6. Enterprise Imperatives 6 Build and sustain always-on, intelligent awareness of individual customers Deliver personalized, real- time experiences Anticipate the needs of customers and prospects Measure and fine- tune across multiple devices and systems
- 7. 7 People People Data Activation the harnessing of people data using software to deliver better content, commerce, and marketing
- 8. Contradictions – or Paradoxes? 8 People Data vs and Privacy Personalization Marketer Publisher vs and vs and
- 9. Paradox #1: People Versus Data 9
- 10. People Data Scattered Across Systems and Silos 10
- 11. 11 Unified People Data Raw People Data for a Single System of Engagement
- 12. Who Are You? 12 IP address Publisher ID CRM records Techno- graphic Data Email Web behavior Devices Desktop Handheld Tablet Set top Browsers Apps Mozilla Chrome Safari IE
- 13. How Do You Really Know? 13 ? ? ? ? ? ? ? ? ? ? ? ?? ? ? ? ? ? ? ? ? ? ? ? ?
- 14. 14 Paradox #2: Privacy versus Personalization
- 15. Let’s Stop Pretending 15 We can run but we can’t hide: There’s an actual person on the other side of that screen. If you build trust and demonstrate commitment to data governance, you can navigate the Privacy- Personalization divide.
- 16. Data Governance + Personalization Is a Solvable Challenge 16 Purchase history Gender Demo- graphic Browse history Occupation Device usage Time of daySocial media Data DMZ
- 17. Three Layers of Personalization 17 Outer layer: Meeting your customers where they lie Second layer: Journeys, Segments, and Audience Amplification Innermost layer: Me Me Me People
- 18. We Do Different Things on Different Screens 18 65% 17% 43% Entertainment Autos Finance 18% 31% 45% 17% 52% 12% Desktop Tablet Handheld
- 19. % Overlap Absolute # of Users Meredith NBCU Vice NYT Vox Publisher Upside Opportunity Meredith Vice NYT Vox NBCU Where My People At? Going From Known to Unknown Customers
- 20. We zig and zag across devices 20
- 21. Measuring and visualizing those journeys 21 Desktop Mobile AppMobileDesktop AppAppDesktop Mobile First Interaction
- 22. Visualizing new ways to look at the customer journey 22 Desktop Mobile App First Interaction Second Interaction Third Interaction
- 23. Visualizing new ways to look at the customer journey 23 Desktop Mobile AppMobileDesktop AppAppDesktop Mobile First Interaction Second Interaction Third Interaction
- 24. Visualizing new ways to look at the customer journey 24 Desktop Mobile App First Interaction Second Interaction Third Interaction
- 25. Paradox #3: Marketer Versus Publisher 25
- 26. New Paradigm #3: Markesher 26
- 27. What is content? 27 Articles Photos Videos Is it? … What about? … Comments Tweets Posts How about? … Products Ratings Charts Blogs Infographics Email
- 28. Or is it … 28 Articles Photos Videos Comments Tweets Posts Products Ratings Charts Blogs Infographics Email All of it
- 29. And how do we … 29 All of it Make this … Meaningful to …
- 30. So that … 30 Articles Photos Videos Comments Tweets Posts Products Ratings Charts Blogs Infographics Email All of it Articles Posts Charts We can connect the right people with the content that matters
- 31. In 2015 Krux is bringing you a way… 31 People Data Meaningful Content The Right People To take … And map it to … And deliver it to …
- 32. 6 Pillars of People Data Activation 32 Completeness Learning Synthesis Identity Actionability Recall instantly 100% of people data, 100% of the time across all sources Unify and analyze data across screens, silos, and systems Recognize individuals across browsers, devices, and screens Put data intelligence to work and drive measurable ROI Protect enterprise people data, control where it goes Learn continuously, apply insight, adapt to new experiences Governance
- 33. Completeness 33 PAST FUTURE REAL TIME ON DEMAND INSTANT LOOKBACK ALL YOUR DATA
- 34. Governance 34
- 35. Learning 35 Apply insightLearn continuously Adapt to new experiences
- 36. Synthesis 36 Online & Mobile Data Data Protection Privacy Settings 2nd Party Partner Data Campaign & Contextual Data 3rd Party Data Customer Characteristics, Engagement & Actions Segmentation & Discovery Cross-Channel Campaign Analytics Customization Content/Creative CRM/Email Direct Buys Programmatic Buying/Selling Cross-Channel Controls Actionable Segments Tag Management Cross-Device Search Unify and analyze data across screens, silos, and systems
- 37. Identity 37 Recognize individuals across browsers, devices, and screens
- 38. Actionability 38 Put data intelligence to work and drive measurable ROI A B C RECOMMENDED ACTIONS
- 39. The Path to People Data Activation Success 39 Unify people data from multiple screens & sources Analyze data to identify & understand individual preferences Activate data across every channel at right time & real time Measure and respond
Editor's Notes
- Pumped. Socrates. Crazed pyromaniacs. Intellectual nourishment. Match out the window, plunge in.
- 35,462 1995: I was 8. The Net is the Bet. Dot in dot com.
- 35,462 1995: I was 8. The Net is the Bet. Dot in dot com.
- Pluto is still out there, demoted and lonely, but everything else is different. How hard is that? You used to be a planet, but guess what? We’re rescinding your planetary status effective immediately. Hand over your planet card now. People at the center.
- Sheldon
- Know. Engage. Anticipate. Measure.
- New technology, new mindsets, new methods.
- Ray Kurtzweil – OCR, speech recognition, synthesizer Not who we are truly, what we feel and believe, but it is what we like, what we don’t like, where we go, interests & affinities.
- We’re not done yet but step 1 is to get all of the raw possibilities into one central spot. This is unification.
- Speckles and signals. Experiences. Devices, browsers, and apps.
- It’s complicated. Ask questions that Vivek will answer tomorrow. Is this the same Mike who was on Turner’s site and then went to NYT to browse financial content? Is this the same Mike who bought something from me online 6 months ago now showing up on my website? Is this the same Mike on mobile who I think I saw on his desktop yesterday? Beware the siren call. Cross-device: how small is that denominator? Onlining: What data did you use to make the match?
- Galgon and Arthur: Consumer data? User data? People data is, well, personal. Do we want to raise privacy hackles like that? No more hemming and hawing. The question is: how do you engage with Mike in a way that demonstrates your commitment to stewardship of his data, using it to GHMOWHW, and avoiding behaviors that degrade trust. No George W Bush: There’s a spectrum. What we’ve learned ourselves, and what we see our customers doing, is straddling this line responsibly. Krux – trust – no ad network – no exchange – no % of media – no gimmicks.
- Gather and protect PII in the data DMZ; keep it at the perimeter so that by design, there’s no opportunity for it to leak or move in the wrong direction Buttress it with technologies like the one we call Trust and Verify, so you know that if you’ve shared it with someone, it’s being used only according to the terms and timing you specify.
- Ustedes, vostros, and tu. You move gradually from Usted to Tu. Me me me = Tom Cruise in Minority Report.
- Moving from formal plural – ustedes – to familiar plural. Where are your peeps? And where are people who look like your people?
- Now we’re getting familiar. Not just where are your people, but where do they go? Moms explore family trip possibilities on a tablet in bed at night; investigate and consider on their mobile device on the commute to work in the morning; and purchase the package later in the afternoon on their desktop.
- Our journeys span multiple devices, multiple pages, multiple steps – the number of ways you can engage with a brand is exponential. Tracking and measuring those many paths is one of the many benefits that comes with a Big Data architecture. It would crush the old technology stack I referred to at the beginning – simply no way to compile and measure all of these different journeys on your way to an outcome that matters.
- Our journeys span multiple devices, multiple pages, multiple steps – the number of ways you can engage with a brand is exponential. Tracking and measuring those many paths is one of the many benefits that comes with a Big Data architecture. It would crush the old technology stack I referred to at the beginning – simply no way to compile and measure all of these different journeys on your way to an outcome that matters.
- Our journeys span multiple devices, multiple pages, multiple steps – the number of ways you can engage with a brand is exponential. Tracking and measuring those many paths is one of the many benefits that comes with a Big Data architecture. It would crush the old technology stack I referred to at the beginning – simply no way to compile and measure all of these different journeys on your way to an outcome that matters.
- Our journeys span multiple devices, multiple pages, multiple steps – the number of ways you can engage with a brand is exponential. Tracking and measuring those many paths is one of the many benefits that comes with a Big Data architecture. It would crush the old technology stack I referred to at the beginning – simply no way to compile and measure all of these different journeys on your way to an outcome that matters.
- I can’t tell who’s who any more.
- The emergence of a super-being. Big ups to the renegades, the rule-breakers, the boundary-blurers, the rebels who refuse to be put in a box.
- Use people data to map more meaningful content to the right people. High-fidelity, reliable mechanism for building deeper engagement with your people. We think the world deserves better than this pathetic click bait that’s getting dangled. I did appreciate Kim Kardashian’s tongue-in-cheek superbowl ad, and I think that maybe we don’t need yet another picture of her derriere to keep a connection on.
- Old world: data needed a day job, and it was advertising. New world: sources and uses, commerce, content, marketing, inventing, healing. All theoretical unless you can activate it across any channel, any screen, and connect it back to the objectives you care about.
- So, when you boil it all down, what we’re really talking about here is four simple things: --------- So those are the core capabilities; maybe abstract, but here’s the good news: it’s happening today. William Gibson. One of the cool things about my job: you build technology, put it out there, and you’re continually surprised and dazzled by all the cool ways in which people use it.