Presentation by Adobe Audience Manager, Media Optimizer & Social - Benelux Samuel van Deth. Data-Driven Marketing Road Show at De Balie in Amsterdam, March 25 2014
4 TRIK CARA MENGGUGURKAN JANIN ATAU ABORSI KANDUNGAN
Data-Driven Marketing Roadshow Adobe - March 25, 2014
1.
2.
3. Introduction to DMP
Optimize Touch Points by Putting Data to Use in Audience Segments
Samuel van Deth | Audiences, Media & Social @ Adobe Benelux
3
4. Dan Ariely, Behavioral Economics
Professor at Duke University
4
Big Data DMP is like teenage sex: everyone talks about it,
nobody really knows how to do it,
everyone thinks everyone else is doing it,
so everyone claims they are doing it...
6. Adobe: Changing the World Through
Digital Experiences
6
Adobe Creative Cloud Products:
Photoshop, Lightroom, Illustrator,
InDesign, Digital Publishing
Suite, Muse, Acrobat XI
Pro, Flash Pro, Flash
Builder, Dreamweaver, Fireworks,
Premiere Pro, After
Effects, Audition, SpeedGrade, Pr
elude, Encore, Bridge, Media
Encoder
Adobe Creative Cloud Services:
Device and PC Sync, Cloud
Storage, Business
Catalyst, PhoneGap
Build, Typekit, Story Plus
Dynamic Tag Manager
Mobile Services
Audience Manager
Digital Asset Manager
Shared Services:
Adobe® Analytics
Adobe® Target
Adobe® Social
Adobe® Media Optimizer
Adobe® Experience Manager
Adobe® Campaign
7. Major Digital Marketing Acquisitions
7
2009 2010 2011 2012 2013
DAY CQ
Q3, 2010
• Web Experience Management
• Content Management
• Personalization
AUDITUDE
Q4, 2011
Video Advertising Monetization
& Management
OMNITURE
Q3, 2009
• Site Analytics
• Multi-Channel Analytics
• Content Optimization
EFFICIENT FRONTIER
Q1, 2012
Search, Display, and Social
Advertising Management and
Optimization
DEMDEX
Q1, 2011
Audience Management
NEOLANE
Q3, 2013
Campaign Management
SATELLITE
Q3, 2013
Tag Management
8. Adobe named leader in Data
Management Platform
8
“Adobe Audience Manager (AAM) leads the pack
with a strong current offering
and a well-defined strategy”
9. Data Management Platform (DMP)
9
1. What is it (not)?
2. What does it do?
a) An Advertising Case
b) A Publisher Case
3. Takeaway: What to think about when considering?
Agenda
12. DMP: What it is not?• BI tool/Big Data Platform:
DMP is not about data storage
• CRM or Direct (e)Mail Tool: no
PII data (only anonymized
CRM data) combined with
other data sources
• DSP or Adserver: DMP doesn’t
bid on advertising or stores
ad’s
• Analytics: DMP is about
putting data to action, not
analysis (allthough it has
reporting capabilities)
12
15. 15
Environment
Variables
Country of origin
Time zone
Device type
Operating system
Browser type
Screen resolution Temporal
Variables
Day of week
Recency
Frequency
Referrer Variables
Referring domain
Campaign ID
Affiliate
PPC
Direct
Social graph/login
Offline Variables
CRM
Loyalty
Call center
3rd-party data
Online Behavior
Variables
Customer / Prospect
New/return visitor
Time on site
Pathing
Previous product
interests
Video engagement
Searches
Previous online
purchases
Category affinity
Display ad engagement
Audience Manager – Profile Extension
16. 16
Signals
Credit Score
780
Traits
Segments High Value Customers
– Algo 80% Alike
- Look-a-like Segment Based On
Converter Audience
Form Abandoners
- Heavy site usage last 7 days
- No customer history
Click here
Enter ZIP
Sign in
17. 17
Ingest Manage
Partner Data
1st Party
2nd Party
3rd Party
epsilon
Experian
V12 group
BlueKai
LiveRamp
TARGUSinfo
Datalogix
Exelate
AddThis
janrain
bizo
Alliant
IXI
Acxiom
Quantcast
ADOBE ANALYTICS
CRM
ADOBE EXPERIENCE MANAGER
ADOBE TARGET
0 25% 50% 75% 100%
Omni-Channel
Marital Status
Gender
Job Function
Pages Consumed
Age
In-Store Purchase
HH Income
Site Process
Presence of Children
Travel Type
Lifestyle
Video Engagement
Credit Card Usage
MALE FEMALE
NO YES
BEGINNING MIDDLE END
EXECUTIVE MARKETING SALES
1-5 6-10 10+
18-34 35-55 55+
YES NO
>$50K >$100K<$50K
$1-5K >$10K+<$1K
MARRIED SINGLE
YES NO
OUTDOOR FOODIE TECHIE
Business Leisure
Online Gadget
Moms
(1.5M Uniques)
Last 7 Day’s
In-Market
Outdoor Males
(2.4M Uniques)
Last 7 Day’s
Site
Mobile
Display
Video
Email
18. Manage Dynamic Creative
18
AD
SITE
Call to Action 1
Image 1
20% Off
Hero 1
Image 2
10% Off
Call to Action 2
Hero 2
Ingest
Partner Data
1st Party
2nd Party
3rd Party
epsilon
Experian
V12 group
BlueKai
LiveRamp
TARGUSinfo
Datalogix
Exelate
AddThis
janrain
bizo
Alliant
IXI
Acxiom
Quantcast
0 25% 50% 75% 100%
Marital Status
Gender
Job Function
Pages Consumed
Age
In-Store Purchase
HH Income
Site Process
Presence of Children
Travel Type
Lifestyle
Video Engagement
Credit Card Usage
MALE FEMALE
NO YES
BEGINNING MIDDLE END
EXECUTIVE MARKETING SALES
1-5 6-10 10+
18-34 35-55 55+
YES NO
>$50K >$100K<$50K
$1-5K >$10K+<$1K
MARRIED SINGLE
YES NO
OUTDOOR FOODIE TECHIE
Business Leisure
Online Gadget
Moms
(1.5M Uniques)
Last 7 Day’s
In-Market
Outdoor Males
(2.4M Uniques)
Last 7 Day’s
ADOBE ANALYTICS
CRM
ADOBE EXPERIENCE MANAGER
ADOBE TARGET
19. An Advertising Case
19
MEDIA AGENCIES/
TRADE DESK
MEDIA/
PUBLISHER
DSPs ADEXCHANGE
BRANDS/
ADVERTISERS
ADS/
CAMPAIGNS
SSPs
Adobe Audience Manager
Audience Manager brings data dimension to real time media buying
A real time process executed in ~ 0.4 s
20. 1st Party Data
(Toyota Analytics)
CRM Data
(Toyota CRM Data Base)
3rd Party Data
(Data Providers)
How to reach look-alike population ?
20
Adobe Audience Manager
Publicis Trading Desk
Connect all data and feed Audience Manager with
A. Web Analytics
B. Toyota CRM Database
C.3rd Party Data Provider
D.Campaign performance (traits and segments)
Ingest all data then score and segment
users
Create look alike modeling
by identifying users with same behavior
than the ones who asked for a test drive
Create Test Drive Segment
Populate segments to DSPs and AdServers
in order to reach the right audience
Example : Test Drive look-alike segment
3
1
2
21. A Publisher Case
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Implementing a segmentation strategy using a variety of
data sources to both execute on acquisition initiatives and
deliver audience targeted content and advertising.
22. 1. Ingest Data Sources & Match
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• Offline Subscription Database
• Offline Preferred Subscriber
• Network Survey Respondent data
• Site Analytics
• 3rd Party Demographics and
Interest
DATA
MATCH
23. 2. Manage Unified Segments
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Condé Nast Audience by Design Segments
Subscription Lifecycle
(Current, Past, Renewal)
Editorial Personalization Profiles
Social Share Data
Demographic Segmentation
Any combination of the above
DRIVES
A
LEXUS
WEARS
L’OREAL
OWNS
BOTTEGA
VENETA
VISITS
ALLURE.COM
/SKIN
WEEKLY
SUBSCRIBES
TO GLAMOUR
A PEER
LEADER
FOR
BEAUTY
PRODUCTS
24. 3. Activation
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Audience-Targeted Digital Advertising
Campaigns via DFP
Subscription Offer Testing via Adobe Target
Editorial Content Personalization Through
Adobe Experience Manager
Targeting E-Mail Marketing Campaigns
(Cross-Sell / Up-Sell of Subscription Titles)
25. Technology: Across touchpoints, robust algorithms and data modeling technology?
First Party Data first: Experience with CRM & offline data onboarding?
Optimized for whom? Core to sell you more media/data or to optimize your sales?
Security & legal: My data secure & solution compliant?
Future: Prepared for: Cross Device? All my Touch Points? Company stable?
Partners: Which partners can me help become succesfull?
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6 Takeaways for researching DMP’s
Hi, I am going to talk about DataManagment Platform or DMP.How many people already knows what a DMP is and where for it is used?Optimize Touch Points by Activating Audience Segments
Strong quote from Ariely, comparing Big Data to teenage sex, Can also easily be applied to DMP.Everybode starts talking about, nobody really knows how to do it, everyone thinks everyone else is doing it, so everyone is claiming they are doing it.The Big Difference with Big Date? A DMP actually puts Big Data into ActionThis really counts for the US, in Europe it is pretty new, but it is getting more and more traction here as well.
Encountered this one on my Linkedin timeline.Big data fatigue? Lets just call it data, and data needs to be managed to be actually used in marketing.I really like the actor by the way, perhaps it has something to do with his name.
Short intro about Adobe & myself.All probably know Adobe: Adobe has been around for a while. Through Photoshop and other creative solutions, there are not that much digital materials & advertising not touched by an Adobe product in the creation process.Adobe has been changing themself and currently not only consists out of a very strong Creative CloudBut also out of a strongly integrated Marketing Cloud with 6 main solutions: Analytics, Target, Social, Media Optimizer, Experience Manager & Campaign.And Shared serices like Audience Manager, the DataManagement Platform where I am going to tell something about today.At Adobe I am responsible for Social, Media Optimzer & Audience Manager
Adobe started over 5 year ago building this. The acquisition done associated with DMP was Demdex already back in 2011 an so also fully integrated with a rich ecosystem as with our own solutions.
As a result
I noticed there is still some confusing in Europe on what actually meant with a DMP as used in US.
Central Role: on left side data ingestion, right side touchpoins/channelsImprove Touch Points by Putting Data to Use in Client SegmentsMost companies still optimize per channel within a siloSome attribute results across channelsNot many actually look on a more granular level and optimize on audiences
1. Central system2. Data > meaning audience segments3. Multiple purposes; not just advertising, not just site optimization
1 Ingest different data sources, owned, shared & bought2 Sync data & build segments3 Realtime activation on touchpoints
Improve Touch Points by Putting Data to Use in Client SegmentsCombine data already existing and make it actionable
Translate signals into traitsBuild segments around traits, Optimize touch points for audiences
Create two segment Online Gadget Moms & In-MarketBased on traits generated from 1st, 2nd & 3rd party data &Frequency & recency data: for example 5 visits on Lifestyle category in the last 5 days
Adjust offering across channels
Real-time-bidding? / Retargeting?In a very short timeframe across multiple parties needs automatically a deal between brand a publisher and specific creative is loaded.By using Audience Manager you can actually combine the data from the publishers with your own analytics data.So for example websites on automative who have visitors which already visited my website and configured a Toyota Yaris.Big advantage: you don’t need a retargeting company, you deliver the data for retargeting, straight from your webanalytics.Next to that you can combine it with your CRM data. All without handing your data over to a company that lives on selling media or data.
Results?Strong lift in the number of test drivesStrong uplift in ROI on advertising
Unique - Both a publisher and an advertiser
Subscription database – traditional publications – current, renewalsSurvey database – brand survey, email and physical mail, 500k responses in the CRM database – aligned with their advertiser brandsWhy is CN so different – there are very few companies doing this!Site Data:Site visitsContent engagementArticlesVideo viewsQuiz respondentLifestyle indicatorsSubscription DataSurvey DataBrand AffinityPurchase BehaviorMarital Status,Occupation,Lifestyle declaration
Aggregating all the data points and here are the types of profiles that can be created
Results?Sold way more advertising at an average higher CPM with a stronger effectiveness for their advertisers.Substanitally upsold their subscriptions
Improve Touch Points by Putting Data to Use in Client Segments