Data Matters 2015, Las Vegas Krux CTO, Vivek Vaidya, talks about the latest innovations in data management and highlights Krux DMP's chief differentiator: COMPLETENESS. Krux Completeness enables marketers and publishers to capture and store 100% of data across all channels, screens and systems in real time. That means you have on-demand access to all your data--even if it wasn't pre-defined as an audience segment. Learn more about Krux DMP Completeness: http://www.krux.com/next-gen-dmp/data-completeness/ Read more about Data Matters on our blog: http://www.krux.com/blog/data-driven-marketing/10-bytes-of-wisdom-on-data-driven-advertising-marketing/

1. © 2015
Tomorrow’s DMP Today:
A CTO Moment
Vivek Vaidya
CTO, Co-Founder, Krux

2. 2
CRM
Other Lists
& Stores
OFFLINE DATA
COLLECTION
ETL
PROCESS
DATA BASE
WEB SERVER
APPLICATION
EMAIL
MANAGEMENT
SYSTEM
CONTACT
MANAGEMENT
SYSTEM
Data Platform Architecture
Yesterday…
Data
Platform

3. 3
 Devices
 Sources
 Known & Unknown
Today, Identity Matters…
CRM
Other Lists
& Stores
Data
Platform

4. 4
…Completeness Matters
Next-Gen DMP
Data Flow
Data Collection
Data Storage
Captures 100% of your data,
100% of the time, across
100% of your users and
systems
100% of the data on-hand
and on-demand in a complete
data architecture
Open Taxonomy
Data does not need to “fit”
into a prescribed structure. All
data can be used on-demand
Removes
Observational Bias
Avoids Business
Delays
Cures Forgetful
Execution
 Flexible Ingestion
 Analysis & Segmentation
 Seamless Activation
First-Gen DMP
Data Flow
Data
Storage
Lost Data
Data Collection
Pre-defined
Taxonomy
CRM
Other Lists
& Stores
Data
Platform

5. CRM
Other Lists
& Stores
Data
Platform
5
Real Time Matters…
 Activation
 Measurement
 Optimization
1 - 3 4 – 9 10 - 15 16 - 30
38% 22% 12% 16% 12%Percent
of total
31 +
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
Impressions
Under Delivery On Target Spill Waste Excessive Waste
Sweet
Spot

6. 6
Henrys
Predominantly
Male
24 – 37
> 100k
GENDER AGE
INCOME
High
Earners
Not
Rich
Yet

7. 7
SEGMENT BUILDER

8. 8

9. 9
Campaign Begins 2 Weeks Later

10. 10

11. 11

12. 12

13. 13
Campaign Continues 1 Week Later

14. 14

15. 15
41.3% 10.7%5.3%6.3%21.1%7.4%11.6% 3.3% 9.3%

16. 16

17. 17

18. 18
…Engagement Matters
Most!
 Know the Person
 Find your Audience
 Measure your Campaign
 Optimize the Experience
IMPROVE ENGAGE
ANALYZE

19. LOGS (FULL, REDUNDANT, ALWAYS-ON ACCESS)
DATA COLLECTION SERVERS
(DISTRIBUTED, LOW-LATENCY)
KRUX CLOUD OPERATING
SYSTEM
NOSQL (DISTRIBUTED, LOW-LATENCY)
DISTRIBUTED REALTIME WEB SERVICES
INFRASTRUCTURE
CLOUD DATA PROCESSING/ETL
WEB DATA
(DESKTOP/M
OBILE)
APPS OTT
HTTP HADOOP SPARK KAFKA
REPORTS DATA
WAREHOUSE
RDBMS
(SQL)
KRUX CONTROL
TAG
KRUX FOR
MOBILE
DATA
TABLEAU KONSOLE
WEB DATA
(DESKTOP/MOBILE)
APPS OTT
HTTP
USER DATA
SERVICE
CONTENT
CONNECTOR
ACTIVATIONCOLLECTION ANALYSIS 19
The DMP For Tomorrow…
Online &
Mobile
Data Data
Protection
Privacy
Settings
2nd Party
Partner
Data
Campaign &
Contextual
Data
3rd Party Data
Customer
Characteristic
s,
Engagement
& Actions
Segmentation
& Discovery
Cross-Channel
Campaign
Analytics
Customizatio
n
Content/Creat
ive
CRM/Email
Direct
Buys
Programm
atic
Buying/Sel
ling
Tag
Management
Cross-Device
SearchCross-
Channel
Controls
Actionable
Segments
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

20. Thank you.
krux.com