2. ‘DATAPHORIA’
The driver behind the Publicis-Omnicom
merger: Marketers increasingly rely on
data
Old-School Ad Execs Sweat as
Data Geeks Flex Muscle
New Ways Marketers Are
Manipulating Data to Influence
You
Ogilvy Chief Data Officer Role
May Be Sign of Things to Come
14. Attribute both online and
offline conversions
Understand the full picture –
Over 5 X offline/retail
conversions attributable to
digital campaigns
Analyze responder/converter
segments
Eliminate underperforming
audiences
ATTRIBUTE, ELIMINAT
E & ITERATE
15. RESULTS
Realized a 150% improvement in
yield;
Reduced CPA by 60%
200 M Offline Prospect
& Customer Records
Modeled records for
conversion propensity
Matched high propensity prospects to
15M ONLINE COOKIES
Optimized reach, frequency and overlap
across 100’s of media partners
MATCHED BACK TO RETAIL SALES
Created, extended custom
audience segments through
First Party and Third Party Data
Served 200 MM Impressions
over 3 months across
Display, Social media
INTEGRATED
OFFLINE AND ONLINE
MARKETING