getting personal with data - peter randazzo - icrossing
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New York | March 19–23
Getting Personal With Data
Peter Randazzo Chief Technology Officer, iCrossing peter.randazzo@icrossing.com
The revolutionary evolution of data management
New York | March 19–23, 2012 | #sesny
We have entered the “Age of the Customer”
Your logo here
New York | March 19–23, 2012 | #sesny
The DMP is at the heart of this evolution
New York | March 19–23, 2012 | #sesny
…from noise, push, and chaos
New York | March 19–23, 2012 | #sesny
…to signal, engagement, and coordination
Audiences
• Demographic Markers
• Psychographic Markers
• Media Exposures
• Search History
• Site Behavior
• Social Graph
Content
• Media
• Categories
• Semantics
• Lifespan
• User Generated
Context
• Competitors
• Brands
• Devices
• Channels
• Socio-economics
New York | March 19–23, 2012 | #sesny
Connected experiences in this new “Age” demand
• Actionable audience insight
• Cross-channel relevance and value
• Optimizing audiences over optimizing conversions alone
• Respectful engagement • All the above in real time
New York | March 19–23, 2012 | #sesny
Let’s be clear on what we mean by audience
Social Graph
Purchases Website
Visits
Impressions Search
Behavior
An “audience”
http://google.com
http://amazon.com
http://facebook.com
http://esquire.com
http://doubleclick.com
New York | March 19–23, 2012 | #sesny
Style & Fashion -> Fashion -> Fashion News
Style & Fashion -> Clothing & Accessories -> Accessories -> Jewelry (I.S.=3.75) Style & Fashion -> Clothing & Accessories -> Clothing -> Vintage Clothing (I.S.=2.83) Arts & Entertainment -> Recreation -> City Guides -> Los Angeles (I.S.=5.4)
Style & Fashion -> Clothing & Accessories -> Accessories -> Jewelry Style & Fashion -> Clothing & Accessories -> Clothing -> Vintage Clothing
News & Media -> Fashion Magazines
TargusInfo: Female; Exelate: Age 30-35, Travel Enthusiast; Bizo: Senior Executive, Business Traveler
High Net Worth Elle Subscriber – expires 2012/3/31
Fashion Addict Renewal Ready
… and why audience profiling in real time
New York | March 19–23, 2012 | #sesny
• Securely collects, integrates, and analyzes the entire data portfolio
• Models data into custom audience segments
• Segments that are actionable in real time
…provides benefits to the marketer
Performance (Direct Response)
Audience Reach (Brand Focus)
Data Alliances (Cooperative)
Audience Analytics (Attribution)
Status: ? Age: ? Lifestyle: ? Life Stage: ? DMA: ? Intent:?
Status: Frequent Visitor Age: 21-38, HHI: $100K+ Lifestyle: Mover & Shaker Life Stage: Expected Mom DMA: New York Intent: Auto, Luxury Travel
Anne
New York | March 19–23, 2012 | #sesny
The DMP has risen to meet this demand
Source: Forrester Research, Inc. Source: Forrester Research, Inc.
New York | March 19–23, 2012 | #sesny
…and create an ecosystem around each customer
New York | March 19–23, 2012 | #sesny
Important capabilities for a true DMP
• Universal view of customer • Data source and purpose
agnostic • Secure use of 1st, 2nd, and
3rd party data sources • Real time segment building
and use • Data portability • Self service capability • Reciprocal integration with
channels
New York | March 19–23, 2012 | #sesny
Important things to consider when choosing a DMP
• Data security • Data ownership • Audience data leakage • Privacy • Vested interests
New York | March 19–23, 2012 | #sesny
Who is watching your audience?
Source: Collusion , A Firefox Plugin.
New York | March 19–23, 2012 | #sesny
Who shares your audience?
Hearst NA Properties + Faux Client
New York | March 19–23, 2012 | #sesny
Connected marketing is evolving its perspective
New York | March 19–23, 2012 | #sesny
Attribution
modeling
Social data
3rd party data
Facebook Twitter
Youtube
Intent data Device data
Look-a-likes
Social campaigns
SEO campaigns
Spot cable TV buying
Direct marketing
Call center systems
Brand Standards/ Governance
Data Security
The First Integrated Brand Platform For the digital age
…to create something new
Source: Forrester Research, Inc.
New York | March 19–23, 2012 | #sesny
It is coming soon to a search campaign near you
New York | March 19–23
Getting Personal With Data
Peter Randazzo Chief Technology Officer, iCrossing peter.randazzo@icrossing.com
The revolutionary evolution of data management
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