2. 2
Executive Summary
Advertisers are living in a data-centric world. Data increasingly drives every marketing decision, from which
segments to target to what creative to use and how to optimize campaigns. But with petabytes of marketing data
from campaigns, targets, and customers constantly being generated, advertisers and agencies are finding
it increasingly difficult to extract meaningful insights from the data deluge. Using a hodgepodge of analytics tools
and spreadsheets, many marketers analyze a subset of the data available to them, but few are analyzing all data
types holistically to get the intelligence they need to focus audience targeting and drive more performance from
their marketing efforts. And even fewer can make these insights actionable.
Today, some forward-thinking marketers are using their data management platforms (DMPs) to find, ingest, and
organize disparate first-party and third-party marketing data from multiple sources.Then they analyze this data
in one centralized place to get the insights they need to improve ROI. We call this process 360° analytics—and
it’s revolutionizing the way marketers manage and optimize multichannel campaigns.
360° analytics, powered by a full-featured DMP, enables marketers to find, aggregate, and analyze both first-party
and third-party marketing data in one place—getting clear insights into campaign performance across audiences and
channels to improve audience targeting.
How can you analyze all of your disparate first-party and third-party audience, campaign,
and performance data in one central place? How can a data management platform (DMP) power
a 360° approach to audience data management and analysis to provide more bang for your
marketing dollar?
3. 3
Introduction
Advertisers live in a data-driven world. Brands and agencies collect and analyze massive volumes of behavioral,
clickstream, intent, purchase, and other customer and campaign data in the hopes of more precisely targeting
audiences with relevant messages at every point in the purchase funnel. Marketers want to derive meaningful
insights from the deluge of data, but struggle to find and ingest all of the first-party and third-party data critical to
their marketing programs into one central place. Important first-party marketing data resides in many places—
from online sources such as site, search, social, and mobile campaign data, to offline sources such as customer
relationship management (CRM), point of sale, and direct mail lists.
Meanwhile, marketers also are increasingly buying third-party
audience data to improve targeting of their campaigns. Ingesting all
of this data from disparate sources is a huge challenge, which is why
forward-thinking marketers have implemented DMPs to aggregate
first-party and third-party data in one place. But once this data is in the
DMP, how can you derive meaningful insights?The answer is to use
the DMP to power 360° analytics.
This paper provides practical audience-driven strategies to help brands
and agencies leverage DMPs to engage in 360° analytics. It contains
a step-by-step guide for using DMPs as sophisticated multichannel,
multisource, data aggregation and analysis platforms that take the
guesswork out of audience targeting.
“When asked what issues were
most important to them, 70
percent of large-scale North
American marketers said
‘turning data into action’—the
most critical issue by far, with
the second-most important
being ‘attributing success to
marketing’ cited by 49 percent
of marketers.”
—The State of Marketing 2011
Unica, May 2011
4. 4
By using a DMP to engage in 360° analytics, marketers can find, ingest, and aggregate all their
first-party and third-party data in one place, and then analyze it to get critical insights into how
to evaluate their media strategies based on how audiences perform. Using this type of deep
marketing analytics, advertisers can answer these questions:
• Which audiences deliver the highest ROI?
• Who exactly is my target audience based on actual converters? What is their targeting profile?
• How do I optimize audience planning for the best results?
• How do I report on how all the campaigns in my marketing mix and see performance relative to
one another and to each audience segment?
• How do I analyze data to make informed decisions on budget and campaign allocations?
• How do I extend a data-centric strategy beyond digital?
5. 5
Section One:
360° Analytics
What exactly is 360° analytics and how do you use it to increase the impact of your marketing programs?
Marketers have historically been limited in their ability to evaluate and optimize their audience-targeting efforts.
Analytics and metrics are available in various forms, but most solutions fail to connect the dots. Marketers require a
360° view of how their audiences are performing across multiple channels—from paid search and display, to social,
mobile, and beyond—so they can turn this intelligence into actionable audience targeting strategies.To get a clear
picture of how audiences perform, marketers need an analytics tool that enables them to ingest and analyze many
different types of data from many different sources.This is a DMP with 360° analytics.
To engage in 360°analytics, your DMP will serve as a central platform where you can aggregate and analyze all
of your data in one place to make smarter marketing decisions.
What type of data should you aggregate via 360° analytics—and more importantly—where can you find this
data?The following graphic illustrates the diverse types of data you can aggregate into a DMP to power
360° analytics:
6. 6
CROSS-CHANNEL
DATA
Search (CPC, CTR, CPA)
TV (Gross Rating Points)
Email (Opens, Clicks)
Mobile (Clicks,
Downloads)
Social (Likes, Shares)
Print (Coupons)
THIRD-PARTY
ACQUISITION DATA
Demographic/
Geographic
Social
Offline
Intent
SITE AND SALES
DATA
SiteTraffic
Sales Revenue
Leads
Conversion
DIGITAL MEDIA
DATA
AudienceTargeting
Data
Impression
Click throughs
Creative
Cost
ANALYTICS
DMP analytics provides
meaningful insights and
actionable audience
intelligence to drive
targeting precision and
higher ROI from all
marketing efforts.
BENEFITS
Marketers stand to benefit
greatly by growing their
business with a DMP. Here
are a few things to expect.
CROSS-CHANNEL
MARKETING
Learn how different
channels (display, video,
search, etc.) perform and
apply that knowledge
across all areas of your
marketing strategy.
THE AUDIENCE TREEMARKETING MEETS ANALYTICS
A Data Management Platform (DMP) is a powerful audience management
and analytics tool for marketers to gain a 360° view of who their
customers are, what they look like, what they are planning to buy and how
to reach more of them. Find one and multiply the fruits of your labor. What
does one look like? We grew one for you.
ONE VIEW OF ALL
AUDIENCE PROFILES
ACROSS ALL CHANNELS
PROFILE OF LIKELY
PROSPECTS
PREDICT HIGH
PERFORMING AUDIENCES
DO MORE OF WHAT WORKS
INFORMED THIRD-PARTY
DATA ACQUISITION
PERFORMANCE-BASED
AUDIENCE TARGETING
DATA-DRIVEN MARKETING
PLANNING AND BUDGETING
INFORMED PLANNING FOR
HIGHEST ROI
CROSS-MEDIA AUDIENCE
REACH AND PERFORMANCE
ANALYSIS
CONNECT YOUR AUDIENCE
TOUCHPOINTS ACROSS ALL
FORMS OF MARKETING
COMMON AUDIENCE
DEFINITION
DATA EXCHANGE
A DMP is not only about
organizing your own data,
but also using third-party
data for audience analytics,
audience discovery,
prospecting, and reach
expansion.
COMPREHENSIVE
PLATFORM
A DMP draws various data
points from any source
into one centralized
system and organizes it
into one common
taxonomy for audience
analysis, segment creation,
and media activation.
AD SERVER
AD NETWORKS
PORTALS
PUBLISHER
PRINT
SEARCH
EMAIL CHANNELS
WEB ANALYTICS
CUSTOMER RELATIONSHIP
MANAGEMENT (CRM)
INTERNAL FINANCIAL
SYSTEMS
DATA EXCHANGE
DATA AGGREGATOR
7. 7
Here’s a bit more information on the types of data you’ll want to include in your 360-degree
analytics program.
• Campaign data: Campaign and media performance data should include metrics from multiple sources.
Make sure to collect data from all ad servers—regardless of whether the ad ran on a publisher, network,
exchange, or portal—as well as from major platforms such as Facebook and Google. Include data from
search, display, social, mobile, and even offline campaigns.
• Site and conversion data: First-party site data is a valuable source of information. Include traffic
data from the site, metadata from your analytics system, consumer clickpath behavior, and sales and
conversion data.
• Cross-channel data: Include first-party data from offline sources including email,TV, and print to
measure the impact of offline programs on online campaigns. For example, if you run aTV ad on Sunday and
experience a spike in search and site traffic online the following day, use analytics to evaluate
whether the uptick came from direct navigation as a result of theTV ad or from an online campaign
that ran simultaneously.
• Third-party data: Third-party data purchased from an external source shows how key audiences behave
when not on your site.This data is critical to creating comprehensive targeting profiles that incorporate
intent, demographic, social, psychographic, and geographic attributes.
By connecting the data dots through 360° analytics, marketers get a clear lens into the entire marketing landscape,
so they can make informed decisions on where to spend their dollars before, during, and post campaign.
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360° analytics, powered by a DMP, enables successful cross-channel
marketing analytics. How can you get started with 360° analytics?
The following section will provide advertisers and agencies with
concrete strategies to find, ingest, analyze, and act on disparate data.
Phase 1: Data Collection
What data do I have and where is it?
360° analytics is an ongoing process that has many moving parts. In
the initial phase of your program, you’ll want to locate all the first-party
and third-party data at your disposal that may yield insights for your
marketing programs. First-party data types include page metadata, search
queries, category names, product names and IDs, product prices, cart totals, order confirmations, data in
your cookie, user engagements (video views, downloads, posts, comments), offline store data, CRM data,
marketing lists, and anything else that could impact campaign effectiveness. Don’t forget to ingest data from
your social media, mobile,TV, print, radio, email, and call center campaigns—because these channels provide
deep insights into key customer audiences.The sources of first-party data can be your website, microsites,
apps, email, CRM, web analytics, campaign analytics, ad network data, or a data warehouse.
You’ll also want to include third-party data from data providers in your analytics program. Make sure your DMP
is preloaded with third-party audience data so you can contrast your audience against a larger population for
instant audience learning.
Section Two:
Marketing Analytics
Deconstructed
“When asked about the top
bottlenecks in the marketing
process, the most pressing
problem cited by 57 percent
of global marketers was
‘measurement, analysis,
and learning’, followed by
‘integrated cross-channel
efforts’.”
—The State of Marketing 2011
Unica, May 2011
9. 9
Phase 2: Predictive Audience Analytics
Which audiences should I target?
Once you’ve aggregated and imported all of the first-party data into your DMP, it’s time learn about your
audience.This is the predictive part of the 360° analytics process, enabling you to not only define audiences
who are statistically more likely to become customers, but also generate comprehensive targeting profiles
to drive your marketing efforts. Predictive audience analytics is the base of your targeting strategy; get this in
order before you spend a penny on media.The predictive process can also help validate your existing profiles
for your target audiences, as well as provide insight into non-intuitive attributes that can help extend your
targeting profile, or fuel new audience segmentation.
Questions your DMP should answer in the predictive analytics phase include:
• What is the profile of my average site visitor, customer, and converter?
• What products and services are they interested in?
• How do audiences behave differently on specific channels such as online, social, mobile, and offline?
• How can I expand my prospecting pool to reach new audiences?
Phase 3: Real-Time Campaign Analytics
How can I act on performance analytics to improve results?
This phase of your 360° analytics program can also be called analytics in action. During this time, marketers
should analyze their audience and campaign performance in real time.True 360° analytics will allow marketers
to spot trends as they happen via a real-time dashboard, so they can guide optimization efforts on the fly such
as changing bid prices, swapping in alternate creative, and rebalancing spend on channels such as display, paid
search, social, and mobile.
Questions your DMP should answer in the real-time campaign analytics phase include:
• How are my campaigns performing by audience in real time?
• Which channels are delivering better-than-average conversion?
• Which creative is working to drive the most conversion with specific audiences? Which real-time
changes can I make to boost performance mid-campaign?
• Are display, search, mobile, and social bid prices too high or too low?
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Phase 4: Learn-and-Apply Analytics
What worked and how do I apply more of it everywhere?
The learn-and-apply analytics phase is critical for refining your target audience profile over time, and applying that
knowledge for targeting across different platforms. Here you will analyze what worked and why, so you can make
adjustments and refinements to your media and targeting strategies. During this phase, you’ll use your DMP to
analyze campaign performance for each segment and each channel, slicing and dicing data to see which campaigns
performed the best for which audiences on which channels and at which point in the purchase process.
To derive optimal insights from the learn-and-apply phase, use your DMP to analyze data in multiple ways. Perhaps
you want to figure out why a particular mobile campaign performed well on the weekend, but poorly during the
week, and why the same campaign online had the opposite effect. Or maybe you want to find out whether your
allocated spend across mobile, search, social, display, andTV was correct. Make sure your marketing analytics
platform allows this level of deep dives into all your data so the intelligence can help you refine your target audience
profile over time.
In this phase, your DMP should enable you to answer the following questions:
• Did my ads reach the right people at the right point in the purchase process?
• Which audience responded? To which message did they respond? Which media vendor delivered it?
• What is the targeting profile of a converter?
• How did each campaign impact other marketing touch points?
• How does my cost-per-conversion compare across channels such as TV, mobile, search, and display?
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Predictive
• Allows you to immediately add or edit an audience.
• Provides a comprehensive targeting profile of likely converters including shopping,
geographic, and demographic attributes.
Executable
• Generates meaningful analytics before you spend a penny on media.
• Executes real-time targeted media against that audience through closely integrated
channel partners.
Connected
• Provides a central hub to ingest all first-party and third-party data.
• Delivers a plug-and-play platform for one click media execution.
• Offers pixel-less data transfer with pre-integrated media partners.
Always On
• Provides active real-time analytics to replace spreadsheets.
• Optimizes campaigns on the fly based on real-time audience data.
Data Management Platforms That Can Power
360° Analytics
Does your DMP have the features to power 360° analytics?
In fact, very few DMPs enable the ingestion of multichannel, multisource data that 360° analytics requires. When
evaluating a DMP for 360° analytics, make sure it includes the following features—or it won’t power the type of
robust analytics you need to succeed.
Conclusion
Many marketers already use DMPs to do basic campaign analytics. But few brands and agencies go above
and beyond the basics to engage in true multichannel data aggregation and analysis. In other words, few
DMPs can power 360° analytics. In today’s data-driven marketing universe, it’s not enough to get simple
insights into individual campaigns. Marketers can leverage their DMPs to engage in 360° analytics to derive
true cross-platform intelligence from all of their data.
