The document discusses the concept of data driven planning, which aims to optimize planning processes using data. While data has always been used to some degree, modern technology has enabled unprecedented access to data from various sources and automated buying and selling of media inventory. This represents an evolution from the early 20th century, when scientific advertising using basic data like coupons was advocated. To effectively implement data driven planning now requires investments in technology, data collection and storage, analytical skills, and data science professionals.

1. DATA DRIVEN
PLANNINGCSEPREGI DÁNIEL (MEC) – MÉDIA HUNGARY 2015

2. DATA
DRIVEN
PLANNING
THE DEFINITION IS OPTIMIZING OUR PLANNING PROCESSES WITH DATA

3. WHY IS THIS NEW? WE’VE ALWAYS BEEN USING DATA, NOT JUST DECIDING RANDOMLY

4. ALMOST HUNDRED YEARS AGO…

5. Claude C. Hopkins: Scientific advertising (1923)
…THERE WAS A BOOK ABOUT DATA DRIVEN PLANNING

6. The time has come when advertising in some hands has
reached the status of a science. – Claude C. Hopkins
IN 1923

7. WHAT HAS CHANGED IN THE LAST 100 YEARS?
TECHNOLOGY
DATA
ANALYSIS
NEW MEDIA
NEW METRICS
AMOUNT
KNOWLEDGE, SKILLS, SOFTWARES

8. PROGRAMMATIC
targeting strategy powered
by DATA, where buying and
selling of media inventory
is automated through the
use of TECHNOLOGY
COUPON
FROM MEASURING WITH COUPONS TO PROGRAMMATIC BUYING

9. WHAT WE NEED TODAY FOR DATA DRIVEN PLANNING?
TECHNOLOGY
DATA
ANALYSIS
DMP
SSP/DSP
FROM VARIOUS SOURCES
‚DATA SCIENCE’
PROGRAMMING
(AVAILABLE)
(SHORTAGE)
(SHORTAGE)

10. 1st party data 2nd party data 3rd party data
CRM
WEBSITE
CALL-CENTER
DATA – WE HAVE TO INVEST IN IT

11. KNOWLEDGE / SKILLS – WE HAVE TO LEARN AND INVEST IN PROFESSIONALS
https://youtu.be/WkDsAiiC9fY?t=7m25s

12. CSEPREGI DÁNIEL (MEC) – daniel.csepregi@mecglobal.com