Amy Manus presentation at DPROG Palm Beach, FL, November 2016

1. The agency approach to managing everyone
Amy Manus, Senior Media Director

2. 2
Only through a customer obsessed
approach can brands meet the needs of
today’s radically empowered consumer to
create differentiating business value.

3. 3
Programmatic Helps Connect These Experiences

4. 4

5. 5
Bringing Programmatic To Life
DATA LOGIC EXPERIENCES MEASUREMENT
The
combination of
1st and 3rd party
data that drive
toward
customer
‘profiles’
The ability
to marry
the customer and
content in the
most relevant way
Reaching the
customer in
the right
context at the
right time
Understanding
what is
working as
fast as
possible
HOLISTIC: Self Serve Optimization & Insights Applied Across All Efforts

6. Getting Started: A Roadmap to Programmatic
Crawl
Determine portfolio
investment strategy from the
top down. Establish control of
working media spends
Increase efficiency by
identifying the largest volume
of spend that can be moved
onto one DSP for
programmatic buy model
Walk
Design working media
principals adhering to new
programmatic best practices
Segment audience pools
across various investments
and leverage insights from
DSP to remove arbitrage and
overlap
Run
Onboard a DMP to fully
capture CRM, offline & onsite
data and media investments
in a centralized system
Develop 80/20 ‘Test and
Learn’ schedule to constantly
revise plans each quarter for
gained knowledge

7. What to remember from this session
CUSTOMER INTERGRATED PROCESS EVERYWHERER