1. MAKING OFFLINE DATA PERFORM
SUBU DESARAJU
VP/Group Director, Strategy

2. ‘DATAPHORIA’
The driver behind the Publicis-Omnicom
merger: Marketers increasingly rely on
data
Old-School Ad Execs Sweat as
Data Geeks Flex Muscle
New Ways Marketers Are
Manipulating Data to Influence
You
Ogilvy Chief Data Officer Role
May Be Sign of Things to Come

3. CONSUMER DECISION JOURNEY
ACTIVE
EVALUATION
INITIAL
CONSIDERATION
POST-PURCHASE
EXPERIENCE
CLOSURE/
PURCHASE
Intent
Touch Points
Location
Channels
Sources of
Influence
THE PROMISE
OF DATA

4. JET FUEL FOR PROGRAMMATIC MEDIA
01
ACTIONABLE
02
FREE
03EFFICIENT
FIRST PARTY DATA

5. Actionable01
Free02
Efficient03
MYTH VS. REALITY
FIRST PARTY DATA
Offline data
?
?
?
Online data

6. TO USING OFFLINE DATA IN PROGRAMMATIC3 STEPS
AGGREGATE
Cleanse
Connect
ACTIVATE
Match
Select
SERVE
Bid
Find

7. AGGREGATION
AUDIENCE
ACTIVATION
SERVE
150-200% higher
eCPM
OFFLINE DATA ONLINE DATA
OFFLINE DATA EFFICIENCY LEAKS
Offline data yield needs to be significantly higher to
compensate for higher costs

8. • Mine Data
• Model Audiences
• Maximize Find
Rate
• Persist Data
• Project Offline
Attributes
• Attribute, Eliminate
& Iterate
OFFLINE DATA EFFICIENCY LEVERS
YIELD
COSTS

9. Share of Market
Conquest/Penetrate Retain
MARKET/BRANDSTRENGTH
Maintain
Color = Market, Size of Bubble = Size of Market
MINE DATA

10. MODEL AUDIENCES
Lifetime Value
PropensityReachability
V ά 1/PV ά 1/R
R ά P
V
R P

11. DSP/s
Test DSPs
DMP
Ramp
Cookie Pool
Match Providers
Cascade/Utilize Cookie
Match Vendors
20-25%
MAXIMIZE MATCH & FIND RATES
Prospect
CRM

12. PERSIST & REUSE DATA
DATA MANAGEMENT PLATFORM
CPGA
Cookies(MM)
$-
$500
$1,000
$1,500
$2,000
$2,500
$3,000
0
2
4
6
8
10
12
Cookie Pool Growth (Mn)
CPA By Week

13. ONLINE ATTRIBUTES
• Behavioral
• Sites visited
• Interests
• Purchase Intent
• Shopping categories
• Location
PROJECT OFFLINE ATTRIBUTES
OFFLINE ATTRIBUTES
• Transactional
• Recency
• Frequency
• Lifetime Value
• Demographic
• Income
• Psychographic
• Lifestyle
Audience
Universe
Offline
Audience

14. Attribute both online and
offline conversions
Understand the full picture –
Over 5 X offline/retail
conversions attributable to
digital campaigns
Analyze responder/converter
segments
Eliminate underperforming
audiences
ATTRIBUTE, ELIMINAT
E & ITERATE

15. RESULTS
Realized a 150% improvement in
yield;
Reduced CPA by 60%
200 M Offline Prospect
& Customer Records
Modeled records for
conversion propensity
Matched high propensity prospects to
15M ONLINE COOKIES
Optimized reach, frequency and overlap
across 100’s of media partners
MATCHED BACK TO RETAIL SALES
Created, extended custom
audience segments through
First Party and Third Party Data
Served 200 MM Impressions
over 3 months across
Display, Social media
INTEGRATED
OFFLINE AND ONLINE
MARKETING

16. Q&A

17. 355 Park Avenue South
New York, NY 10010 USA