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Data 2.0 Measuring the modern media plan

Negócios Tecnologia

TrackSimple Board of Directors Data2.0 Managing the Modern Media Plan

Today’s marketer has to deal with dozens of media sources. In 2010 more than 55% of online spend will not measure or optimized and potentially wasted. Source: eMarketer: http://www.emarketer.com/Report.aspx?code=emarketer_2000710

Modern Media Plan: 5 - 25 ad serving partners

But, if data drives results you need to: collect report share data & reports

And you get data from: systems we use every day

and data from media plans including: campaign metadata account manager sites & placements creative details negotiated CPM conversion data

data is generated using: tags & cookies (as an industry, we are tag ‘happy’)

..but can you get it out? Sure, just log into each vendor and fetch it yourself. Login screens...

and when you get it, it looks like this.

collect report share Now you are done with Step 1 And it took you days.

So, your whole joblife starts to look like this… manually login to each source configure report download or email cut and paste into excel normalize names, group ads build pivot table create graphs decide guess where to spend more

But wait, you aren’t done yet… manually (cont.) copy data and graphs to powerpoint write bullet points (positive spin) share with colleague Now Monday & Tuesday have passed schedule & present to client get sign off to take action Now it’s Thursday, get ready to start again Monday!

You live in a world we call Data 1.0 siloed manual complicated rear-view mirror lose the ROI of Now

you are probably spending: Monday & Tuesday per client Costing you time, money and opportunity

Data 2.0 Principles Open System: Aggregate data from anywhere, in any format Automated: Update your data every day Simple: Provide one place to see everything Predict Help you optimize & predict winners Extend: Plug into other programs via API’s

If you are trying to do this: collect report share And it’s taking you Monday & Tuesday... TrackSimple Confidential

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BOLO2010 Ingalls

1. TrackSimple Board of Directors Data2.0 Managing the Modern Media Plan

2. Today’s marketer has to deal with dozens of media sources. In 2010 more than 55% of online spend will not measure or optimized and potentially wasted. Source: eMarketer: http://www.emarketer.com/Report.aspx?code=emarketer_2000710

3. Modern Media Plan: 5 - 25 ad serving partners

4. But, if data drives results you need to: collect report share data & reports

5. And you get data from: systems we use every day

6. from ad servers like these:

7. and data from media plans including: campaign metadata account manager sites & placements creative details negotiated CPM conversion data

8. and from analytics engines:

9. and from audience vendors:

10. data is generated using: tags & cookies (as an industry, we are tag ‘happy’)

11. finally your data ends up here:

12. Ok, now you know where it is...

13. ..but can you get it out? Sure, just log into each vendor and fetch it yourself. Login screens...

14. and when you get it, it looks like this.

15. collect report share Now you are done with Step 1 And it took you days.

16. So, your whole joblife starts to look like this… manually login to each source configure report download or email cut and paste into excel normalize names, group ads build pivot table create graphs decide guess where to spend more

17. But wait, you aren’t done yet… manually (cont.) copy data and graphs to powerpoint write bullet points (positive spin) share with colleague Now Monday & Tuesday have passed schedule & present to client get sign off to take action Now it’s Thursday, get ready to start again Monday!

18. You live in a world we call Data 1.0 siloed manual complicated rear-view mirror lose the ROI of Now

19. you are probably spending: Monday & Tuesday per client Costing you time, money and opportunity

20. Ok, so what is Data 2.0?

21. Data 2.0 Principles Open System: Aggregate data from anywhere, in any format Automated: Update your data every day Simple: Provide one place to see everything Predict Help you optimize & predict winners Extend: Plug into other programs via API’s

22. If you are trying to do this: collect report share And it’s taking you Monday & Tuesday... TrackSimple Confidential

23. Try Data2.0 … and get Tuesday Back

BOLO2010 Ingalls

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