Erin Matts speaker presentation - UGA MMR 2014 Research Summit

1. 11
Speed, Accuracy &
a Single Version of the Truth
How Technology is Changing Research
MMR Research Summit, November 2014

2. 22
Technology has changed our world.

3. 33
Can you read these lines?
• Female star of the film the Hunger Games (J. Law)
• Blonde male singer and piano player Cold Play (C. Martin)
• “They were super cute together”: JL & CM spotted enjoying a
romantic dinner date
The way we communicate = speed

4. 44
Greater accuracy in healthcare

5. 55
Swipe left!
A single version of the truth?

6. 66
Technology is also changing research,
and how we get to insight.

7. 77
Speed in data collection
No longer a months-long, manual process
• Who “won” the Super Bowl
– on Monday
• Enables faster optimization
that keeps up with the pace
of consumer behavior
• Digital data is almost
overwhelming in its
“exhaust”
• Strategies to organize,
cleanse, connect &
harmonize
1

8. 88
Dynamic, sequential messaging based on data
• Mini-briefs activating dynamic user experiences
• Requires an infrastructure and tech stack built for business rules
Speed to insight & activation1

9. 99
An assessment of tech
landscape…in the quest for accuracy
Key Area of Focus
Identity
Management
Platforms
First-Party
Cookie Platforms
Cookie-Based
Vertical Stacks Buying Platforms
Example vendors Neustar
Acxiom
(Google*)
Adobe*
TruEffect*
Krux
Oracle (BlueKai) Turn
MediaMath
Fundamental unit of
audience data
Consumers
(via 3rd-party identity
management)
Client-Side 1st Party
Cookie
3rd Party Cookies;
Working w/other
vendors to
approximate identity
3rd Party Cookies
Ability to achieve
reach
Strong, use of PII
extends ability to
integrate
Moderate, tend to
focus on native DSP
solution because of
reliance on cookie
synchs
Moderate, typically
integrated across
DSP's, but multi-DSP
synchs may be weak
because of reliance
on cookie synchs
Limited, business
model incentivizes
weak connections
with competitive
DSP’s
Platform connectivity Strong, leverages
cookie synchs + PII
Moderate, reliant on
cookie synchs
Moderate, reliant on
cookie synchs
Moderate, reliant on
cookie synchs
2

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Ultimate accuracy is identity
Imagine a world beyond the cookie?
• Beyond HH data,
beyond segmentation
lies respondent-level
data sets
• No PII, but still at the
user level
• Neustar’s 230MM cell
phone records in US
and their heritage in
number portability
2

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The industry is moving here too2

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The next golden age of CRM
1st party data linked to identity systems is 1:1
• Large industrial goods
brand needed effective
corporate
communication strategy
to drive better investor
relations
• “Gut feelings” with
regards to the audience
• Small, niche data set on
hand, but a potentially
large audience
2
“This is a gold mine”
“Hugely surprising”
“This analysis completely busted
stereotypes”

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DMPs as an emerging standard
• Neutrality, security & unification
• Proof points: Facebook & Amazon integration
• 15B audience attributes
Unified data on a single platform3

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Single version of the truth
• Over-reaching & over-
frequency-ing W 35-54
• All agencies sharing in
insights, adjusting plans
accordingly
• New linkages and
insights between search
behavior and CRM data
3

15. 1515
Finding the elusive “movers”
• Finding movers was
a challenge for cable
company in
examining disparate
data sets
• USPS data only after
someone moved
• Now, link to search
behavior, LinkedIn
changes, activity on
Zillow – and zip
3
in conversions in the first 90 days
41% increase

16. 1616
Faster, more confident, unified
insights
1
2
3
Speed
Accuracy
Single
Version of
the Truth

17. 1717
Even if we have to emoji
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2
3

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Thank you!
erin.matts@annalect.com