Data driven planning

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Post on 04-Aug-2015

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1. DATA DRIVEN PLANNINGCSEPREGI DNIEL (MEC) MDIA HUNGARY 2015 2. DATA DRIVEN PLANNING THE DEFINITION IS OPTIMIZING OUR PLANNING PROCESSES WITH DATA 3. WHY IS THIS NEW? WEVE ALWAYS BEEN USING DATA, NOT JUST DECIDING RANDOMLY 4. ALMOST HUNDRED YEARS AGO 5. Claude C. Hopkins: Scientific advertising (1923) THERE WAS A BOOK ABOUT DATA DRIVEN PLANNING 6. The time has come when advertising in some hands has reached the status of a science. Claude C. Hopkins IN 1923 7. WHAT HAS CHANGED IN THE LAST 100 YEARS? TECHNOLOGY DATA ANALYSIS NEW MEDIA NEW METRICS AMOUNT KNOWLEDGE, SKILLS, SOFTWARES 8. PROGRAMMATIC targeting strategy powered by DATA, where buying and selling of media inventory is automated through the use of TECHNOLOGY COUPON FROM MEASURING WITH COUPONS TO PROGRAMMATIC BUYING 9. WHAT WE NEED TODAY FOR DATA DRIVEN PLANNING? TECHNOLOGY DATA ANALYSIS DMP SSP/DSP FROM VARIOUS SOURCES DATA SCIENCE PROGRAMMING (AVAILABLE) (SHORTAGE) (SHORTAGE) 10. 1st party data 2nd party data 3rd party data CRM WEBSITE CALL-CENTER DATA WE HAVE TO INVEST IN IT 11. KNOWLEDGE / SKILLS WE HAVE TO LEARN AND INVEST IN PROFESSIONALS https://youtu.be/WkDsAiiC9fY?t=7m25s 12. CSEPREGI DNIEL (MEC) daniel.csepregi@mecglobal.com