Evento realizado no Teatro Cetip, em 30/08/2016.

1. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
THE HOLISTIC PICTURE.
How Data Management Platforms Turns Data into Results
2016

2. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Jen | Gym Instructor
Lululemon Athletica is fantastic.
Felix | College Professor
VERIZON LTE 4G
Samsung Galaxy S4
Fred Leger Age 30
Pier 83
ForthAve
2ndAve
10th
Ave
21stSt
Pier 83
For
th
Ave
2nd
Ave
10t
hAve
21
st
St
T-Mobile 4
Nokia Lumia 520
Sue Child
Chris Manchester
Elisa Sanchez
Age 40
Jerry | Stock Broker
AT&T
Iphone 4s
@AdobeMktgCloud
Albert
Sushi
3,343, 4,453
The Digital Consumer

3. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
“We’re trying to think like a software company,
As consumers choose to share their data with us, we
want to be able to use that data to help make their
lives better.”
Mark Fields
Ford CEO
Companies are Evolving to Realize Efficiencies through Technology Adoption

4. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Data has been always part of marketing.
CRM
TGI
IBOPE
BI
20% off
20% off
20% off
20% off
20% off
DATABASE MARKETING

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What Changed?

6. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Expectations
PERSONALIZED

7. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Expectations
PERSONALIZED
RELEVANT

8. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Expectations
PERSONALIZED
RELEVANT
REAL-TIME

9. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
6 AM 7 AM 8 AM 5 PM 8 PM 11 PM
WAKE COMMUTE WORK COMMUTE ENTERTAIN READ SLEEP
Source: @Lukew
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

10. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
EXPERIENCEis the differentiator

11. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Lack of single profile leads to overspend and disjointed customer journey
Register
now!
Loyalty
rewards
$15 off today
only!
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“Like” us to
win!
Enroll in our
loyalty
program

12. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Audience Challenge: Each system has its own siloed “audience”
12
Analytics
Testing &
Optimization
1:1 Communication
Channels
Media &
Ad Buying

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Data Management & Activation
13
Navegg Crosspixel
AddThis Serasa
Analytics Media
CRM App
Ingest
Advertisers
Publishers
1st Party 2nd Party 3rd Party
1
Video Social MobileSearch Email Ad ServersTargeting Platforms
Activate3
•
•
•
Synchronize2
Define Segment Composition Logic
Build Algo Models (look-alike)
Build a Cross Device Graph
• Combine 1st, 2nd, & 3rd Party Audiences
• Enforce Data Distribution Rules
• Manage Profile Attribute Rules

14. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
The Biggest Challenges for Marketers….
30%
32%
55%
57%
“Biggest Challenges to Building a Single Customer View According to Marketers Worldwide, March 2016”
Signal, “Preparing for Cross-Channel Success: Solving the Identity Puzzle,”
March 2016
Merging profile fragments as data
becomes available
Collecting data across channels
Achieving acceptable match rates
Activating profiles across the ecosystem

15. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.15
“Data matching will replace attribution as one of the
major topics across the advertising industry in 2016.”
“Perhaps that's because a multitude of
mismatched data sources continue to create
major problems in accuracy.”
The Biggest Challenges for Marketers….
“Biggest Challenges to Building a Single Customer View According to Marketers Worldwide, March 2016”
Signal, “Preparing for Cross-Channel Success: Solving the Identity Puzzle,”
March 2016

16. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
DMPs SOLVE AN ACQUISITION PROBLEM

17. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
How DMPs turns data into results?
17
01
Control over
Segmentation
Strategy
02
Integration
with the
Marketing
Ecosystem
03
Protect
Customer Privacy
and Your Digital
Strategy

18. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
18
01 Control Over Segmentation Strategy
DMP
Data Management Providers – Much Less Control
Data Management Platforms – Full Control

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19
01 Control Over Segmentation Strategy
Data Management Providers Data Management Platforms
Travel Intenders – 20 to 30 – HHI
The audience definition is provided by the
vendor
The goal of the vendor is more focused on scale
and less on accuracy
There’s no control over the recency and
frequency
Travel Intenders – 20 to 30 – HHI
The audience definition is configured by the
advertiser/publisher
The Quality and the Size can be combined with the
Data Management Providers using Look-a-like
Models.
There’s full control over each 1st party trait in terms
of recency and frequency

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20
Reach
Accuracy
Trait
A A
InfluenceNoise
Qualitative Process Statistical Analysis Quantitative Process
90% Accuracy
1.35 MM Uniques
01 Control Over Segmentation Strategy
Trait
B
Trait
C

21. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
1. Data In 2. Logic, Organization, Segmentation 3. Data Out
POS
CRM
WEB DATA
SHOPPING
CART
Data Aggregation,
Foundation for a unique profile
Audience Creation
Modeling, Begin exploring
addressable audiences
Audience
Syndication, activate across
your preferred channels &
ecosystem
02 Integration with the Marketing Ecosystem

22. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
22
Breadth of Marketing Ecosystem
DSPs 3rd Party Providers
Video Social / Graph Mobile / Cross –
Device
Offline Data Attribution/
Forecasting
Ad Servers Inventory Sources / SSPsTargeting Platforms
Adobe
Media
Optimizer
DMP

23. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
23
03 Protect Customer Privacy and Your Digital Strategy
Classification Type: Data Export Control Classification Type: Data Export Label
Must have BOTH
classifications set up to work
3RD Party, CRM, Analytics, 2nd
Party
Data Sources
DSPs, Targeting, Platforms,
MSPs
Destinations
Data Export Control
1. Cannot be tied to PII
2. Cannot be used for
site ad targeting
3. Cannot be used for
off site targeting
4. Cannot be used for
on site personalization
Data Export Label
1. Contains PII
2. Used for on site ad
Targeting
3. Used for off site
Targeting
4. Used for on site
personalization
Examples
3rd
party data trait
2nd
Party Data
Loyalty Data (CRM)
Site side Impression Data
Examples
Email System
DFP or Ad Server
TubeMogul
Adobe Target
4 Settings

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Exemplo Site Adobe.com
24

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Exemplo Site Adobe.com
25

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Exemplo Site Adobe.com
26

27. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Each customer is different. Give them
a journey that’s just as unique.

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29

29. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 31
How DMPs turns data into results?
Right Audience
Right Time
Right Place Right Message
EXPERIENCE

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taka@adobe.com