Timely & Creative Marketing Requires Controlling Frequency

1. © 2015
iMedia Bootcamp
Leveraging People Data to Increase Effectiveness
Jim Kiszka, Paid Digital Media, Kellogg Company
Jon Suarez-Davis (jsd), CMO/CSO, Krux
October 26, 2015

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3. Conversation Themes
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Set the Foundation: Programmatic 1.0
Develop Data Strategy: Programmatic 2.0
Activate Data and Cross-Channel Delivery
Hot Topics

4. Set the Foundation – Programmatic 1.0
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• Go-to-Market Principles and Guidelines
• Measurement Framework
• Learning Agenda

5. Set the Foundation – Programmatic 1.0
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From buying placements To buying audiences

6. Develop the Data-Strategy – Programmatic 2.0
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• Data-Driven Beliefs
• Running Water through the Pipes
• Learning Agenda

7. Data enables growth
Data Enables:
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…insights,
ideas and
knowledge…
…that connect
consumers and
brands…
…and increase the
effectiveness of
marketing investment
Develop the Data-Strategy – Programmatic 2.0

8. Data-Driven Beliefs
1. The fundamentals of marketing have not changed; what has changed is the expectations
and environment in which we compete.
2. Data will become a new currency and the ability to successfully leverage it will separate
winners and losers.
3. All media and shopping will be data enabled.
4. Agile insights will be fueled by observational data analysis and predictive behavior rather
than proxy data (e.g., surveys)
5. Consumers will continue to migrate towards pervasive personalization.
6. Success with customers will become increasingly reliant on data connectivity across the
path to purchase.
7. It’s not Art vs. Science; it’s Art & Science
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Develop the Data-Strategy – Programmatic 2.0

9. Data-Driven Marketing Starts With All Your Data in One Central View
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Develop the Data-Strategy – Programmatic 2.0

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DESKTOP, MOBILE,
& SET-TOP
CAMPAIGN &
CONTEXTUAL
CRM & OFFLINE
RECORDS
Characteristics
Engagements
Actions
Unified Profiles
Actionable Segments
Cross-Channel
Controls
DIRECT &
PROGRAMMATIC
CONTENT
PERSONALIZATION
EMAIL
SERVICES
SOCIAL
CHANNELS
SEARCH
ACTIVITY
Develop the Data-Strategy – Programmatic 2.0

11. Activate Data and Cross-Channel Delivery
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• Audience Discovery
• Campaign Delivery
• Learning Agenda

12. Reach valuable targets - find audiences across partners and maximize de-
duplicated reach
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Maximize Reach
8% of target segment
%OverlapTargetSegment
% Partner Overlap
Activate Data and Cross-Channel Delivery

13. Impressions per User
Use analytics to inform global delivery management
Manage delivery to optimize marketing investment & ROI
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Short Tail:
Effectiveness
Long Tail:
Efficiency
Percent of total
SOCIAL
MOBILE
EMAIL
SEARCH
DESKTOP
VIDEO
Sweet Spot:
Conversions
1 Identify the ‘sweet
spot’ for conversions
2 Suppress over-
delivery
3 Push under-
delivery / extend
reach
4 Cross-device
people view
TotalImpressions
Activate Data and Cross-Channel Delivery

14. Understand cross channel activity
Develop new insights into the who, where, and when of message engagement
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10K Overlap
10% of Search clicks
saw a Video ad
Video
7 MM
Search
550 K
Display
93 MM
920K Overlap
13% of Video viewers
saw a Display ad
64K Overlap
12% of Search clickers
saw a Display ad
Activate Data and Cross-Channel Delivery

15. Understand the consumer journey
Map and influence the cross channel path to purchase
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Propensitytovisitstore
Low
High
User Conversion Path
TV Ad
Store Finder
In-Store Activation
Rewards
Program
Digital Ad
Online Video
Apps
Social Media
Passive Actions Targeted Actions
Less User Data More User Data
Homepage Visit
Activate Data and Cross-Channel Delivery

16. Hot Topics
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Creative
Agency
Model
Fraud
Walled
Gardends

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Audience Questions

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Thank You