A brief description of data activation and the role it can play for a marketer.

1. Brought to you by:

2. Purpose
• To provide you (the marketer) with a
cursory guide for understanding the ever-
expanding world being created at the
intersection of Big Data & Marketing.

3. Welcome To The World Of Data

4. Not THAT DATA…

5. THIS Data.

6. Data Supplied By Media Interaction

7. Data As The Fuel For The New Economy
Analytics Site
Customization
CRM Video
Email
Store
Mobile
Offline
0 1
0
1

8. Data As The Basis For…
Customer
Intelligence

9. Definition: Big Data
• A collection of data sets so large and complex
that it becomes awkward to work with using on-
hand database management tools.
• Difficulties include
capture, storage, search, sharing, analysis and
visualization.
• Data that gives you actionable information about
your – making you !

10. You Are Making Money And Spending
Money.. Data Is The Tie That Binds
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11. Where Does Big Data Come From?

12. How Do Marketers Want To Use Big Data…

13. What Is The Data Flow That
Informs Customer Marketing?

14. Definition: Marketing
• The act of buying and selling in a market.
• The total of activities involved in the transfer of
goods from the producer or seller to the
consumer or buyer, including
advertising, shipping, storing and selling.

15. This Is NOT Marketing

16. Big Data + Marketing =
Data-Driven Marketing
• A customer oriented marketing approach that
relies heavily on using customer data, especially
customer behavior, to determine the
targeting, timing and content of marketing
promotions.
• The ability to craft 360 degree intelligent views
into your customer and use that for retention
marketing as well as prospecting efforts.

17. Create A Relevant Site Experience

18. Deliver The Right Offer To The
Right Audience

19. Why Is It Important?
1. Marketers’ are becoming more dependent on data
and technology to drive efficiency and effectiveness.
Only 20% of marketing
leaders believe their
2. The volume of data that is available to you, as a
organizations have a holistic
marketer, is increasing exponentially.
view of the customer.
3. The volume of marketing touchpoints by which you
reach customers is growing almost as fast.
(source: Forrester 2012)
4. Future effectiveness in your role as a marketer relies
heavily on your ability to manage and ACTIVATE data!
Your JOB Depends On It!!

20. Trust Us – People Are Spending
On “Big Data” Marketing!
Spend (MM)
source: Winterberry Analysis
2014
2012 customer
intelligence technologies in
the short or long term
2010 (source: Forrester 2011)
2008
0 200 400 600 800 1000

21. Everyone Agrees - Data Is Important!

22. What Challenges Do Marketers
Have With Data-Driven Marketing?
These all
represent
activation
challenges for
marketers!

23. And Not To Be Repetitive, But…

24. Understanding Your Customer Journey
Is Key To Driving Results…

25. The Customer Journey (as fueled by data)
Use Cases: Prospecting, Lookalike
Modeling, Dynamic Creative Optimization
Use Cases: Dynamic Creative
Optimization, LookalikeCases: Site
Use Modeling
Awareness • Targeted Reach Personalization, Dynamic Creative
Optimization Lookalike
Use Cases:
Mindset • Interest or Intent
Modeling, Retargeting, Site
Trigger • Interaction, Visit, Lead Gen
Personalization
Investigation • Frequency, Fair-Value Exchange
Acquisition • Conversion, Transaction, Purchase
Retention • Decision-Support, Increased LTV
Use Cases: Site
Personalization, Offer/Message Advocate • Communication, Share-Enablement
Personalization
Use Cases: Retargeting, CRM
Management, Ongoing Message Delivery
Use Cases: Retargeting, CRM
Management, Social Targeting

26. The (Short) Evolution Of Data…

27. The Data Has Been There, But It
Was Not Able To Be Activated!
• Data was collected in mass amounts and
Data Warehousing
“warehoused” so analysts could crunch the
numbers and find out more about their
customers.
• Useful for forecasting and business
planning, but not useful in terms of being
able to be “actioned” for marketing
purposes.

28. The Internet Ad Business Emerged
& Exponentially Created More Data
• The Internet created massive amounts of
Data Warehousing
additional data points around your customers
in a faster fashion than ever before.
Internet Advertising
• Every digital media partner started creating
segmentation opportunities that were
silo’d and only indicative of their site visitors.

29. Ad Networks Emerged To Provide
Long-Tail Data-Driven Advertising
• The business quickly shifted from content-
Data Warehousing
focused publisher opportunities to long-
tail, aggregated content targeting.
Ad Networks
Internet Advertising
• Reach increased.
• Performance decreased.

30. Ad Exchanges Created The Larger
Chance To Integrate Behavioral Data
• Behavioral targeting was birthed by companies
like Tacoda and Revenue Science.
Data Warehousing
Behavioral
Targeting
Ad Networks Ad Exchanges
Internet Advertising
• Reach increased even more.
• Performance increased quickly.
• Efficiency increased even quicker.

31. Around The Same Time, BlueKai
Launched The First Data Exchange
• Opportunity to buy 3rd party data from a host of
branded and unbranded parties, including
Data Warehousing
intent or in-market data, for targeting.
Behavioral Data
Targeting Exchanges
Ad Networks Ad Exchanges
Internet Advertising
• Reach continues to grow.
• Performance increased dramatically.
• Efficiency increased again (less waste).

32. The DSP’s & Trading Desk’s Emerged
To Drive More Audience (Data) Buying
• Additional data beyond standard behavioral
data is integrated into increased audience
Data Warehousing
buying opportunities.
Behavioral Data
Targeting Exchanges
Trading
Ad Networks Ad Exchanges Desks, DSPs, e
tc.
Internet Advertising
• Reach continues to grow.
• Performance increased further.
• Efficiency increased even more.

33. Marketers Said “Yes” To Targeting. 1st
Party Data Integrated With DMP’s
• Data management platforms allowed for 1st party
data to be integrated with 3rd party data, all to
Data Warehousing
create a 360 degree view of the customer.
Behavioral Data
DMP’s
Targeting Exchanges
Trading
Ad Networks Ad Exchanges Desks, DSPs, e
tc. BlueKai
launched first
Internet Advertising industry DMP
• You see the trend here…
– Efficiency up!
– Performance up!

34. Marketers WANT These Solutions In-
House (Hence The Rise Of The DMP)

35. Enter The Age Of (Data) Activation

36. Data Activation Is…
• Classifying, segmenting data to build
actionable customer profiles.
• Permissioning and sharing active
customer profiles while maintaining
control.
• Informing ALL your marketing
touchpoints with real, usable customer
data.

37. Data Activation Is…
Customer
Intelligence

38. Some Interesting Facts
About Data & Data Activation…
• 82% of marketers believe digital marketing has
potential to provide
than any other type of marketing
(source: DataXu 2012).
• Over 75% feel customer data generated through
digital marketing can
(source: DataXu 2012).
• 88% of advertiser and agency buyers planned to
in 2011 (source:
Google/Doubleclick).

39. Basic Data Terminology
What are some of the key terms you need to know

40. Impressions
• The core measure of internet
advertising, it refers to the exposure of a
message to the the user.

41. Cookie
• The industry standard tool for data
acquisition and aggregation.

42. CPM
• The core measurement of impressions to
price for internet advertising.

43. Stamps
• The core term referring to an “attribute” of
data for any individual user.

44. Transactions
• The reference point for passing back and
forth the sum of attributes for any
individual user (multiple stamps per
transaction refer to one user).

45. iCPM
• An impression measure that counts
impressions INFORMED by data.

46. Industry Benchmarks
• There are at least
served on the internet every month
– (source: 5.5 Trillion per year based on quarterly estimates from Comscore)
• BlueKai currently (September 2012)
processes approximately
per month

47. Behavioral Data Targeted
Impressions Perform, On
Average, Better Than Industry
Average.

48. The Landscape
Who are the players and how do we decipher them?

49. Where Do We Start When Thinking
About The Digital Media Landscape?
Where else…?

50. The LUMAscape!!

51. Or The Conversation Prism…

52. Or The Data Landscape?

53. Or Maybe Look At This Landscape…

54. Or Focus On Your Digital Dashboard?

55. Bottomline

56. The Business Of Digital Media Is
Complicated. With So Much Data
Being Created & Collected, You
An Activation Platform!!

57. What Is Data Activation?
• Step 1: A single unifying platform that
, and data.
• Step 2: A single, centralized platform that enables you
to
for use in customer experience
optimization.
• Media planning & buying
• Website customization
• CRM and retention efforts
• Direct mail and offline touchpoints

58. What Are Data Activators?
Adnets
Some activators provide a service for the DSP
utilization of data segments across a single
platform (i.e. DSP, DMP or Ad Exchange)… DMP
Exchange
(media only)
Mobile
Premium non-
Search Site/Commerce
Analytics CRM RTB Ads
Social
inventory

59. What Are Data Activators?
Adnets
…Stronger Activation occurs across multiple DSP
platforms, unifying your marketing mix with a
single platform for data management. DMP
Exchange
(media only)
Mobile
Premium non-
Search Site/Commerce
Analytics CRM RTB Ads
Social
inventory
Across All Platforms

60. Why Focus On
Rather Than “Data Management”
More data means you know
more about your audience.
between
customers, prospects and
competitive conquests!

61. Why Focus On
Rather Than “Data Management”
Merge 1st and 3 rd party data.
–Creates a
of who your customer REALLY
is!

62. Why Focus On
Rather Than “Data Management”
Dramatically improve
conversions.
–By integrating data in real time to
power your marketing efforts!

63. Why Focus On
Rather Than “Data Management”
Unify all your marketing partners
–Save time and resources by
creating a
approach to all your marketing
efforts!

64. Data Management Is Finite – It’s a Black Box –
You Need To Data, Not Simply Store It

65. Over The Next 3 Years, Data
Activation Will Become The Norm.

66. Data Activation Allows You, The
Marketer, To Take Control.

67. Use Cases For Data Activation
(where you control the scale and efficiency)
• Prospect Targeting (New Customers)
• Retargeting (Current Customers)
• Lookalike Targeting (Prospects)
• Site Personalization (Visitors)
• CRM (Message Delivery)
• Dynamic Creative Optimization (All)
aka: “Data To The Edges”

68. Data Activation: Prospecting
With a DMP that connects to a 3rd party data They set up a prospecting campaign to reach
A wireless carrier leverages Data exchange, the wireless carrier is able to acquire people who have shown an intent to
Activation to reach targeted audiences who and target users who have shown intent to purchase a wireless device or tech
are interested in wireless products (beyond purchase a wireless device on other web gadget, along with relevant demographic
properties. attributes such as age range.
people who come to website.)
When they identify his group of targets
across their chosen ad network or As an Activationist, they are able to do
exchange, they are able to show them a the most efficient prospecting by only
more relevant smartphone ad and drive purchasing new audiences who they
new traffic to their website. have not seen on their own site.

69. Data Activation: ReTargeting
Browsing activity across the retailer's
A retailer gets a ton of shopping traffic on their site, but over website is stored in DMP, audiences are
90% of those visitors do not convert. Activation can be used segmented based on a mix of behaviors
to intelligently re-target users after they leave their site. that indicate purchase intent.
To target most effectively, the retailer can
exclude users who have already made a Relevant ads can be shown to them Consumer sees the relevant ad and
purchase on the website within a particular across the Internet (via ad network or ad clicks to come back to make a
date range and limit frequency of ad exchange) to bring them back to the purchase. (Consumer will stop seeing
exposure to any given audience. retailer site to make the purchase. the ads after the purchase)

70. Data Activation: Lookalikes/ Analytics
Audience analytics from a Data Activation System can answer questions like:
What is the profile of people who are
What is the profile of people who are looking for business travel and what
visiting my website? else do they buy?
A large US online travel agency (OTA) uses
Data Activation to aggregate various data on
their visitors. They can then contrast this
information against a larger Internet What other interesting attributes can
population to learn more about their site What is the profile of people who are I learn about my audience to better
visitors, ad clickers and converters. responding to my campaign? engage them?

71. Data Activation: Site Personalization
With many lines of products across computers, printers, MP3
players, a large computer manufacturer wants to leverage The Activation Platform is able to extract 1st-party advertiser
audience data to deliver the most guided and relevant experience data (ie. Website browsing data) and acquired 3rd-party data
for their shoppers when they visit their website. to decipher what message to feature on their homepage.
Rather than showing a generic homepage, this marketer might
choose to feature their newest home laser printer series with a quick The Activation Platform comes pre-integrated with many of the
link to a comparison chart, drawing this consumer closer to a sale. major site optimization companies in the industry.

72. Data Activation: Dynamic Creative
A DMP can transfer 1st and 3rd party audience A wireless carrier shows a specific Additional layer of shopping cart data can
data directly to creative optimizations smartphone ad if they know a group of be applied to target special messages to
companies to influence ad messages for users has exhibited specific interest in that cart abandoners to drive them back to finish
specific group of users. type of phone. their purchase.
The
right
ad
Your data
The result is a more relevant ad experience for the consumer while ensuring the A DMP comes pre-integrated with many of
marketer's dollars are well spend on not only reaching the right audience, but also the major dynamic creative optimization
showing the best ad to drive results. companies in the industry.

73. Additional/Future Use Cases Include…
• CRM Customization
• Mobile Ad Delivery
• Video Ad Customization
• Informing offline marketing touchpoints:
– Direct mail
– Addressable TV (set-top box)
– Point-of-sale & loyalty card coupon delivery

74. Why Take Control?

75. If You Control Your Data, You Control…
• Scale
• Efficiency
• Partner Optimization

76. Scale
• Most one-off solutions only scale with the
audience they can immediately see.
– If you control your data, you can
information to provide for opportunities to
target.

77. Efficiency
• Relying on one-off partners’ data means
they control matching and prioritize based
on their revenue opportunities.
– If you control the data, you
and
they report to you when your impressions win
for bids.

78. Partner Optimization
• Too many partners using too many
different segments results in overlap and
difficulties in attribution + lower
performance.
– When you control the segments + data, you
and who
see’s which successive message against the
target.

79. Beyond The Use Cases For Data
Activation… Trust In The

80. :
The Atomic Unit Of Marketing Is Data
– All of marketing serves to deliver a relevant message to the right
audience at the right time to create an action.
– The best way to do this to be targeted and targeting requires data.
– The most important output of marketing, other than the result of driving
a customer, is to create data and specifically to create data around
customer attributes.
– Without data you are throwing ideas at an audience and hoping they
work. Data informs your marketing and gives it weight. It gives it
relevance. It makes it work.

81. “I know that half of my advertising doesn’t work. The
problem is, I don’t know which half”- John Wanamaker

82. There Is A Definitive Value To Data
• The industry will eventually calculate a reliable metric
• The formula includes:
– Total cost (for integrating data into impressions)
• Estimate of how much budget is allocated to data-informed imps
– Total stamps (as proxy for depth of attributes)
• More attributes = deeper knowledge of customer = increased targetability
– Total impressions (informed by data)
• Total reach against targeted users
– % effect on performance (standard for interaction/click)

83. : Data At Rest Tends To Stay At
Rest. Data In Motion Is Activated.
Marketing Creates Amounts Of Data
– The average web page creates 6 pieces of usable datapoints
– An avg. online campaign generates approximately 6MM usable datapoints
– Your average online campaign activates 16 tactical execution partners
• (publishers, ad-serving, creative, reporting, etc.)
Once The Data Is Live, It Creates
– Cross-partner data usage
– Perpetual data aggregation drives ongoing optimization
– Avoids silo’d execution of your partners

84. : Scale x Depth = Efficiency
(the formula for success)
• Reliant on establishing a base of signal from noise in data – a little good data is
better than a lot of bad data.
• More data, more stamps, more attributes, therefore the more you know about your
audience and the more you can tailor a message to them at the right time.
• If you can port your data and the profiles you’ve created to many different places
then you can scale. If you can’t, then you’re stuck.
• There is more intrinsic value in a partner thaat is chanel agnostic than one who is
tied to a single execution layer (i.e. a DSP)

85. : For Every Partner, There Is
An Effective & Efficient Activation.
• The eco-system is rather than consolidating.
• Every partner that you work with will benefit from data
their execution.
• If you the data, you control the execution of
your partners.

86. : Data Entropy – Customer Data Tends To
Stay Fragmented Unless It Is Actively Organized
(Also Known As Chaotic Data Theorem)
.
• Data is accumulated on a minute by minute
basis and the volume grows exponentially.
• Unless you have a system in place to manage
and activate it, it is a wasted opportunity.
• You need to establish a classification
methodology, and implement through to full data
activation to turn bits and bytes into customers.

87. What To Look For When Selecting
An Partner…

88. When Examining Partners For Data
Activation, Consider The Following
1. Ability to ingest, classify and activate offline data
2. Size of their partner network (established activations)
3. Experience in activating across channel
1. Display, video, mobile, social, offline
4. Past performance of their data partners
5. Scope of the integration with their key customers
1. Server to server, etc.
6. Ask what limitations they have in activating data
1. Overlap, match vs. passback

89. Summary
• Data Activation is the core of marketing in 2013 and beyond.
• Activation requires cross-channel capabilities.
• It is complicated, so you need to select the right partner.
• Do your homework.

90. APPENDIX

91. Recommended Reading