Advertisers value the promise and benefits of programmatic, but they also face a myriad of challenges. Marketers can only evaluate the success of programmatic campaigns if they have the right data to do so. We explore how an automated ‘Marketing Intelligence’ approach can help marketers close the insights gap on programmatic buying.

1. Closing the Programmatic Loop
Arrod La Roque
August 22, 2019

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3. Understanding the Landscape

4. Programmatic Earns Its Place

5. 84.9%
of 2019 US digital
display spend will
be programmatic
– eMarketer, April 2019

6. By 2021
90%
of programmatic
ad spend will go to
mobile rather than
desktop ads
– eMarketer, April 2019

7. By 2021
1 of every 2
programmatic dollars
will go to video
– eMarketer, April 2019

8. CHALLENGE1
TRANSPARENCY
“Lack of transparency in programmatic
makes it difficult for advertisers to
manage, measure, and audit programmatic
media investments with the same rigor as
traditional media investments.” – ANA
CEO, Bob Liodice

9. CHALLENGE2
BRAND SAFETY

10. CHALLENGE3
ACCOUNTABILITY
“Half the money I spend on advertising is
wasted; the trouble is I don't know which half.” –
John Wanamaker

11. CHALLENGE4
INSIGHTS

13. Marketing Intelligence Solution

14. How to Close the Programmatic Loop
Complete Data
Ownership
Alignment on KPIs Real-time Insight
All data, connected
through a single
source of truth
Create a common
language to measure
campaigns
Act instantly on insights to
improve results efficiently
and consistently

15. Data Ownership Through One Single Source of Truth
Connect & Unify
All Marketing Data
Dashboards and
Reporting
Insights and
Analytics
Goals, Alerts and
Activations

16. Align on KPIs to Optimize Programmatic Strategy
Revenue
(Total Growth)
Profit
CAC: LTV
Ratio
Conversion ACV
Click rate
Cost per net new
acquisition
Interaction
Rate
Viewability
rate
Retention
rate
Brand Uplift
Audience
Reach
Gross
Impressions

17. Real-time Insight
Understand
Spend
1
Optimize
Tactics
3
Benchmark
Performance
2

18. Datorama
Enable Cross-Platform Marketing Intelligence
Connect and Unify Marketing Data
Integrate, cleanse, and classify data into a
unified view using AI
Visualize AI Insights
Surface insights to optimize channel and
campaign performance in real-time
Report in Real-Time
Powerful one-click dashboards, custom
visualizations, and shareable reports
Collaborate and Act
Make every insight actionable with cross-
platform alerts and activations

19. Create Immediate, Tangible Business Results
20-30% performance uplift
for programmatic
Performance
Gain 80+%
of your time back
Speed
Hold every dollar
accountable to ROI
Growth

20. “More and more of our marketing is
programmatic. Getting old reports didn’t help
us take advantage of the opportunities
programmatic could bring. We
needed all of our data centralised and live.”
David Scheepers, Digital Data & Media Manager
Pernod Ricard Gains Unified View of Performance
and In-House Programmatic Control
Marketing Cloud
Implement Datorama to centralize all of their
audience marketing data to measure and optimize
ROAS in real-time across audiences, channels, and
creative to brand and markets.
By taking ownership of their data, the team found
that programmatic buys, alongside strong martech
partners, were bringing in significant ROI. Thus, they
were able to set the goal of making 50% of their
digital media buys programmatic.
SolutionChallenge
Pernod Ricard needed a solution to better
discover, derive, and share insights from all
their programs and investments. They were
challenged to report and optimise in real-time –
and there was no global standard of
measurement across all markets to drive
consistency and scalability. 189
brands
86
markets
30%
optimized budget
reallocation
127%
CTR increase

21. DWA Scales Analytics and Innovation for
Client Success
Marketing Cloud
SolutionChallenge
95%
more weekly reports
managed
2000+
hours/year gained
45%
less time required for
weekly client reports
“Datorama allows us to surface deeper insights
for our clients more easily, at a scale, speed,
and intuitiveness that was formerly impossible.”
Mollie Parker, VP of Analytics
Enabled DWA to grow their client base while
improving client results on a global scale.
Integrated all data sources into their platform.
Aligned processes around naming, universal
keys, and reference tables.
Create single process for data analysis and
build consistent visualizations for all clients –
with built-in flexibility to also deliver custom
solutions.
Integrate a range of data sources into their
platform – first to third party data across
display, social, programmatic display, search,
web analytics, CRM, and email.

23. Overload of technology
2011 2013 2015 2019
+150
SOLUTIONS
+500
SOLUTIONS
+2000
SOLUTIONS
+7000
SOLUTIONS
COLLABORATION PROJECTS & WORKFLOW AGILE & LEAN MANAGEMENT VENDOR ANALYSIS
MANAGEMENT TALENT MANAGEMENT PRODUCT MANAGEMENT BUDGET & FINANCE
PREDICTIVE ANALYTICS BUSINESS/CUSTOMER INTELLIGENCE & DATA SCIENCE
CUSTOMER DATA PLATFORMS IPAAS CLOUD/DATA INTEGRATION & TAG MANAGEMENT
MOBILE & WEB ANALYTICS MARKETING ANALYTICS, PERFORMANCE & ATTRIBUTION DMP
DATA AUDIENCE/ MARKET DATA & DATA ENHANCEMENT DASHBOARDS & DATA
VISUALIZATION
RETAIL & PROXIMITY MKTG SALES AUTOMATION, ENABLEMENT & INTELLIGENCE ECOMMERCE MKTG
COMMERCE & SALES CHANNEL, PARTNER & LOCAL MKTG COMMERCE PLATFORMS & CARTS
COMMUNITY & REVIEWS EXPERIENCE, SERVICE & SUCCESS CRM
ADVOCACY, LOYALTY & REFERRALS ABM INFLUENCERS FEEDBACK & CHAT
SOCIAL & RELATIONSHIPS CALL ANALYTICS & MGMT EVENTS, MEETING & WEBINARS
SEO MARKETING AUTOMATION & CAMPAIGN/LEAD MGMT CMS & WEB EXPERIENCE
MGMT
CONTENT MARKETING OPTIMIZATION , PERSONALIZATION & TESTING DAM & MRM
CONTENT & EXPERIENCE MOBILE APPS VIDEO MARKETING EMAIL MARKETING
SEARCH & SOCIAL ADVERTISING DISPLAY & PROG. ADVERTISING NATIVE/CONTENT ADVERTISING
ADVERTISING & PROMOTION VIDEO ADVERTISING MOBILE MARKETING PRINT PR

24. CHALLENGE3
ATTRIBUTION
CAMPAIGNS
PARTNERS / CLIENTS
AUDIENCES
CREATIVE /
CONTENT
CHANNELS
REGIONS

25. Questions to ask yourself now
How do I provide real-
time reporting to my
teams and clients that
matches my real-time
buys?
Do I have the insights
needed to own my
strategy and clean up
my supply chain?
How do I solve
transparency once
and for all?
Where should
I place my next
investment?

26. It’s a Fragmented Marketing World
Marketer
PAID
DIGITAL ADS
PAID
TRADITIONAL ADS
PROGRAMMATIC
ADS
AGENCY
REPORTING
EMAIL, MOBILE,
SOCIAL
WEB ANALYTICS SALES
CRM, LOYALTY.
SERVICE
MULTIPLE GOALS, CAMPAIGNS, CHANNELS, AND TECHNOLOGIES
MULTIPLE REGIONS, BUSINESS UNITS, PRODUCTS
What is
our ROI?
Where should
we spend
next?

27. What We Hear From You
How do I provide real-
time reporting to my
teams and clients that
matches my real-time
buys?
Do I have the insights
needed to own my
strategy and clean up
my supply chain?
How do I solve
transparency once
and for all?
Where should
I place my next
investment?