How DMPs Make Connectedness More Personal - An iCrossing Webinar Featuring Forrester Research, Inc

How DMPs Make
Connectedness More Personal
An iCrossing Webinar Featuring Forrester Research, Inc.
January 26, 2012 | 2:00pm ET

With you today

Adam Lavelle
Chief Strategy Officer, iCrossing

Michael Greene
Senior Analyst, Forrester Research

COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 2

What we’ll cover today

• Why marketers struggle to implement targeting
across touchpoints today
• What are DMPs, and how do they address these
challenges?
• How iCrossing and Red Aril can help marketers
deliver customized experiences across channels


First, a quick look at
the big picture.


For years marketing has been about optimizing channels
Transactional

Channel
Transactional
Optimizers
Marketing
2.0

Brochureware Consistency
1.0 Marketing

Experiential


Today, it’s about building connected brands

Connected
Coordinated
eBusiness Marketing
Marketing
3.0
Transactional

Channel
Transactional Integrated
Optimizers
Marketing Marketing
2.0

Brochureware Consistency Digital
1.0 Marketing “Experiences”

Experiential


What’s on a CMO’s mind…


Harnessing data is a critical business requirement


This requires a shift in priorities

“Executives must pull budget dollars from areas that traditionally
created dominance — and invest in four priority areas:

1. Real-time customer intelligence
2. Customer experience and customer service
3. Sales channels that deliver customer intelligence
4. Useful content and interactive marketing

Those that master the customer data flow and improve
frontline customer staff will have the edge.”
— Josh Bernoff, Principal Analyst, Forrester

Source: Bernoff, Josh, with David M. Cooperstein, Michelle de Lussanet, and Corinne J. Madigan.
“Competitive Strategy In The Age Of The Customer.” Forrester Research, Inc. 6 June 2011.


The DMP is the emerging hub of digital marketing


A DMP provides the ability
to deliver “connectedness”
at a more personal level.
And do it in real time.


Data about your customers is everywhere.
Turning it into connected intelligence isn’t so easy.
Data about your customers is
everywhere.
Turning it into actionable intelligence isn’t always
so easy.

© 2012 Forrester Research, Inc. Reproduction Prohibited


Digital marketing investment continues to grow,
largely on the promise of digital targeting capabilities



But creating relevancy for your audience is easier
said than done…

Three critical data challenges for
today’s marketer

Online data The PII Silo
overload problem(s) struggles



Online data overload

The online data dilemma
• Nearly infinite # of vendors

• Anonymous cookie data aggregated from publishers

• Behavioral and beyond

• Little to no transparency into quality and practical
applicability



The PII problem(s)
Personally-identifiable information
faces challenges
• PII has been the backbone of most targeted
marketing from direct mail to e-mail

• Current PII data management practices struggle to
address real-time marketing challenges – fail to
incorporate changes quickly

• PII remains isolated from the non-PII data world,
limiting its applicability across digital channels

• Evolving regulatory standards are changing the
way consumers and marketers manage data



Silo struggles

Channel-based data silos create disconnected
experiences for customers across touchpoints
• Customers demand relevant experiences as
they move across touchpoints

• But current data practices mean that marketers
can’t deliver consistent, connected experiences

• Customer interactions within one channel
currently don’t often help inform optimization in
other channels



Successful marketers have no choice but to
overcome these consumer data challenges

• Channel proliferation and fragmentation continues to grow.
Customers are using more channels across more screens to
interact with brands than ever before.

• Cluttered environments demand greater relevancy. Marketing
clutter is only getting worse. Anything less than the highest
relevance in just white noise.

• Regulatory changes demand greater control and coordination.
Whether imposed by the government or self-enforced, marketers
will soon have to allow consumers to control their audience data.



Marketers need multiple capabilities to better
manage and apply consumer data

Universal Real-time
Data portability Data actionability
customer profiles segment building
• Create a single • Update and • Apply customer • Apply customer
view of the optimize profile in any profiles in a
customer customer targetable channel
based upon profiles based channel (e.g. through any
input from PII upon real-time display ads) execution
and non-PII interactions technology
data sources with customer (e.g. ad server)
touchpoints



It’s the role of the DMP to clean up this
data mess.



What makes a data management platform (DMP)?

• Data intake and aggregation. Ingest data from 1st, 2nd, and 3rd
party sources – including universal container tag functionality.
• Segment Building and Manipulation. Functionality that allows a
marketer to flexibly combine data sources to build custom
audiences.
• Self-serve user interface. Web-based interface for direct access
to tools, features and reporting.
• Linkages to relevant channel environments. Integrations with
relevant channels through channel execution technologies –
including website content, display and email today, with search and
video likely to soon follow.



DMPs help eliminate data silos – helps PII and non-
PII data work together



How are marketers using DMPs today?

Aggregate
Bring offline Unify audience
audience data
customer analytics across
from multiple
databases online digital channels
online channels



Why does this matter?

• Audience segments become independent of execution
channel. Gain more scale and flexibility from your data.
• Make segments works in anonymous, brand-oriented
channels. Turn personally-identifiable data like e-mail lists into
actionable segments for display advertising.
• Maintain message consistency and relevance across
channels. Make fewer tradeoffs on the segment level between
message consistency and customization.
• Migrate towards cross-channel attribution. Getting a single view
of the customer across all channels is an important step.



Making the most of your DMP

• Look to your CRM and Customer Intelligence team for
expertise. Consumer data expertise sits across your organization.
Making the most of the DMP will be an enterprise activity.
• Treat it as more than a media buying technology. You’ll get the
most out of the DMP if you use it for more than display ad targeting
– make sure to consider its cross-channel implications.
• Audit your data assets and needs. What first-party data can you
leverage? What gaps do you need to fill?



A DMP puts marketers in
front of an important shift.
We’re moving away from optimizing channels
toward optimizing audience relationships.


Brands can deliver
“connectedness”
at a more personal level.
And do it in real time.


iCrossing acquired Red Aril
to help marketers create
more personal experiences
for their audiences.


Matching audiences with contextual content

• Demographic Markers
• Psychographic Markers
• Media Exposures
• Search History
• Site Behavior
Audiences • Social Graph

Context

• Competitors
• Brands
• Devices
• Channels
Content
• Socio-economics
• Media
• Categories
• Semantics
• Lifespan
• User Generated


Let’s be clear on what we mean by audience

An “audience”

Search Impressions
Behavior
http://google.com http://doubleclick.com

Website
Purchases
Social Visits
http://amazon.com Graph http://esquire.com

http://facebook.com


Audience profiling in real time

Style & Fashion -> Clothing & Accessories -> Accessories -> Jewelry
Style & Fashion -> Clothing & Accessories -> Clothing -> Vintage Clothing

News & Media -> Fashion Magazines

Style & Fashion -> Fashion -> Fashion News

Style & Fashion -> Clothing & Accessories -> Accessories -> Jewelry
(I.S.=3.75)
Style & Fashion -> Clothing & Accessories -> Clothing -> Vintage Clothing
(I.S.=2.83)
Arts & Entertainment -> Recreation -> City Guides -> Los Angeles (I.S.=5.4)

TargusInfo: Female; Exelate: Age 30-35, Travel Enthusiast;
Bizo: Senior Executive, Business Traveler

High Net Worth
Elle Subscriber – expires 2012/3/31

Fashion Addict
Renewal Ready


Audience data provides benefits to the marketer

Audience Reach Audience Analytics
(Brand Focus) (Attribution)

Anne

Status: ? Status: Frequent Visitor Performance Data Alliances
Age: ? Age: 21-38, HHI: $100K+ (Direct Response) (Cooperative)
Lifestyle: ? Lifestyle: Mover & Shaker
Life Stage: ? Life Stage: Expected Mom
DMA: ? DMA: New York
Intent:? Intent: Auto, Luxury Travel

• Securely collects, integrates, and analyzes the entire data portfolio
• Models data into custom audience segments
• Segments that are actionable in real time


Red Aril: highly scalable, extremely flexible platform

Integrated Data Portfolio

Marketing Platforms
Website Data • Ad Servers
• Inventory/Yield Optimizers
• Content Management
Mobile Data • Site Personalization
• Creative Optimization
Digital Data • Ad Networks/DSPs
e.g. Email, Search • Mobile Networks
• Ad Exchanges/SSPs
• Data warehouses
Offline Data
e.g. CRM, POS Analytic & Insight
Data Monetization
Social & Life Data • Data Exchange
e.g. Registration, etc. • Private Exchanges

3rd Party Data

Sales Marketing
Ops


Providing a full data management solution

Client Red Aril
Application Interface
Self-Service Full-Service

Audience Management
Real–Time Processing
Data Analysis
Audience Development
Management

Data Rights
Data

Audience Verification
Data Inventory
Closed-Loop Optimization Audience Optimization
Data Protection
Event Classification System Audience Extension
Browser API Batch Custom

Data Integration
Data Integration
1st, 2nd, 3 – Online, Offline (CRM)
rd


But the opportunity is larger

The First Integrated Brand Platform
For the digital age

Social
campaigns

Facebook SEO
Twitter Social campaigns
Youtube data
Spot cable
TV buying
Intent data 3rd
Device data party
Look-a-likes data Direct
marketing

Call center
systems

Attribution
modeling
Brand Standards/
Data Security Governance

Source: Forrester Research, Inc.


A DMP is mission critical to your business because

• Marketing will only be more data driven
• Making that data actionable is a business necessity
• Today that data lives in too many places
• Today that data lives in proprietary black boxes
• CMOs will demand ownership of their own data
• They will be expected to know their audiences better
• And they will need that data in real-time


How do I engage with iCrossing & Red Aril?

Connected Marketing
Data Management Platform
Programs
(SaaS + Services + Analytics)
(Designed around audiences)

Audience-based
Media Buying Audience Modeling
& Profile Development
(RTB Display Advertising)

Audience Tag Management
Insights & Analytics & Data Protection

(Segmentation modeling) (Secure data collection and control)


Q&A

To speak with a To receive your copy of
DMP expert, contact: “The DMP Is The Audience
Intelligence Engine For
dmp@icrossing.com Interactive Marketers” by
Michael Greene, contact:

findout@icrossing.com


Thank you

Adam Lavelle
Chief Strategy Officer, iCrossing

Michael Greene
Senior Analyst, Forrester Research

To speak with a DMP expert,
contact dmp@icrossing.com

Find out more at www.icrossing.com
Follow us at Twitter.com/icrossing
Become a fan at Facebook.com/icrossing

How DMPs Make Connectedness More Personal - An iCrossing Webinar Featuring Forrester Research, Inc

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