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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

Publicada em: Tecnologia
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People Data Activation: From Paradox to Paradigm

  1. 1. © 2015 People Data Activation: From Paradox to Paradigm Tom Chavez, CEO of Krux @tommychavez
  2. 2. 2 Internet Cloud Devices
  3. 3. 3 Internet Cloud Devices
  4. 4. 4 E-Commerce Digital Publishers Enterprises Web Marketers The New Order Pluto People
  5. 5. 5 REAL TIME I want… I expect… I need… Personal Perfect Now RIGHT TIME
  6. 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. 7 People People Data Activation the harnessing of people data using software to deliver better content, commerce, and marketing
  8. 8. Contradictions – or Paradoxes? 8 People Data vs and Privacy Personalization Marketer Publisher vs and vs and
  9. 9. Paradox #1: People Versus Data 9
  10. 10. People Data Scattered Across Systems and Silos 10
  11. 11. 11 Unified People Data Raw People Data for a Single System of Engagement
  12. 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. 13. How Do You Really Know? 13 ? ? ? ? ? ? ? ? ? ? ? ?? ? ? ? ? ? ? ? ? ? ? ? ?
  14. 14. 14 Paradox #2: Privacy versus Personalization
  15. 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. 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. 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. 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. 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. 20. We zig and zag across devices 20
  21. 21. Measuring and visualizing those journeys 21 Desktop Mobile AppMobileDesktop AppAppDesktop Mobile First Interaction
  22. 22. Visualizing new ways to look at the customer journey 22 Desktop Mobile App First Interaction Second Interaction Third Interaction
  23. 23. Visualizing new ways to look at the customer journey 23 Desktop Mobile AppMobileDesktop AppAppDesktop Mobile First Interaction Second Interaction Third Interaction
  24. 24. Visualizing new ways to look at the customer journey 24 Desktop Mobile App First Interaction Second Interaction Third Interaction
  25. 25. Paradox #3: Marketer Versus Publisher 25
  26. 26. New Paradigm #3: Markesher 26
  27. 27. What is content? 27 Articles Photos Videos Is it? … What about? … Comments Tweets Posts How about? … Products Ratings Charts Blogs Infographics Email
  28. 28. Or is it … 28 Articles Photos Videos Comments Tweets Posts Products Ratings Charts Blogs Infographics Email All of it
  29. 29. And how do we … 29 All of it Make this … Meaningful to …
  30. 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. 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. 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. 33. Completeness 33 PAST FUTURE REAL TIME ON DEMAND INSTANT LOOKBACK ALL YOUR DATA
  34. 34. Governance 34
  35. 35. Learning 35 Apply insightLearn continuously Adapt to new experiences
  36. 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. 37. Identity 37 Recognize individuals across browsers, devices, and screens
  38. 38. Actionability 38 Put data intelligence to work and drive measurable ROI A B C RECOMMENDED ACTIONS
  39. 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
  40. 40. Thank you. krux.com

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