Ryan Hatfield

Vice President, Digital Campaigns Director

Using a DMP to Drive Results A Financial Services case study in leveraging a

Data Management Platform

11/30/16

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The Original Display Ad

AT&T, circa 1994 A.D.

• No Logo

• No Data

• No Ad Networks

• No Video

• No Mobile

• No Rich Media

• Total of 30MM

People Online

• 44% - 78%

Clickthrough

rate!!!

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The Modern Digital Ad

AT&T, 2015

• Ad Choices

• Impression Level

Targeting

• Learning Algorithms

• Ad Exchanges

• Dynamic Creative

• Programmatic

• Cross Device

• Total of +3.2B

People Online

• <0.10% Clickthrough

Rate!!!

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The Modern Digital Ad Lumascape

© LUMA Partners LLC 2016

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The Modern Digital Ad Lumascape

© LUMA Partners LLC 2016

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What is a DMP

What is a Data Management Platform

(DMP)?

Audience Insights,

Creation & Management

Audience Delivery for Channel Messaging

Ingestion & Normalization of Digital and Offline Data

“In simple terms, a DMP is a

piece of software that sucks up,

sorts out and houses information,

and spits it out in a way that’s

useful for marketers, publishers

and other businesses.”

Digiday, WTF is a data management platform?

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Types of Data

DMP Data Ingestion Techniques

CRM/Prospect Data

Onboarding

Website and Landing

PageTagging

Media Tagging

3rd Party List

Onboarding

Digital 3rd Party Data

First-party data is the data collected by

Fifth Third directly on current and

potential customers.

(Ex: MDM)

Unique, reliable, cost efficient harder to

scale.

1ST PARTY DATA

1st

Third-party data is collected from

customers by a company that isn’t

directly involved in the transaction.

(Ex: Acxiom, IXI, etc.)

Large scale, depth and breath, may lack

accuracy

3rd PARTY DATA

Second-party data is someone else’s

first-party data. Except in this case, that

first-party has agreed to share usage of

the data with Fifth Third.

(Ex: Bengal’s season ticket holders)

Unique, Reliable, harder to source.

2nd PARTY DATA

1st 2nd

3rd

List/Cookie Sharing

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From Silos to Integrated Audience

Profiles

D M P

Silo-ed and inefficient use of profiles/data Integrated and centralized management of

profiles/data

Execution Execution

Paid

Search

Call

Center

Paid

Social

Digital

Display

Website/

Mobile

App

Messaging

(Email/SMS/

DM)

1st Party

Data

2nd Party

Data

Paid

Search

Call

Center

Paid

Social

Digital

Display

Website/

Mobile

App

Messaging

(Email/SMS/

DM)

1st Party

Data

2nd Party

Data

3rd Party

Data

3rd Party Data

D M P

N O D M P

A DMP is a centralized digital data warehouse that collects and integrates disparate 1st

party, 2nd party and 3rd party data that can be leveraged for real-time targeting and channel

personalization.

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How do we use our DMP

Targeted

Personalized

Experience

Audience Content Orchestration

Insights

CRM

Platform Advanced

Analytics

Attribution /

Forecasting

Business

Intelligence

Creative

Offer

Message

Publishing

Insights

Strategy

Planning

Segment

Syndication

Data Management

Platform

Content Management

System Decision

Engine

Business Rules

Contact Strategy

Algorithms

Management

How it all comes together…

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Unlocking a New Targeting Approach

Ring 4: Most Mass

Mass reaching media channels providing reach

and scale to a large target audience informing

lower rings

Ring 3: Highly Relevant, Contextual Content

Contextual, content based targeting validated to

perform well against target audience

Ring 2: Highly Targeted Prospects

Lookalikes of 1st party data and 3rd party vendor

data (e.g. IXI) to model and retarget qualified

prospects

Ring 1: Most Targeted

Fifth Third 1st party data to target customers on

existing prospect and cross-sell lists out in

media

SCALE, AWARENESS, DATA GATHERING

REL

EVA

NC

Y,

AC

QU

ISIT

ION

, A

PP

LIC

ATI

ON

OF

DA

TA

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Targeted 53.com Homepage Content

Emily has a checking account with Fifth Third, and is on the mortgage cross-sell list

Tim has a checking account and credit card with Fifth Third, but no savings account

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Targeted 53.com Homepage Content

(cont.)

Shaun is a prospect, but he is in-market for a credit card and previously clicked on a Fifth Third credit card ad

Jim and Kathy have been shopping home improvement projects and previously showed interest in HELOCs

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Unlocking Dynamic, Personalized Ads

Streamlined production of “creative layers” to build out multiple ad variations that

dynamically present to different segments of customers/prospects based on the

targeted audience.

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So what

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14% of original display media budget saved from being

wasted on current customers and reallocated to

prospecting efforts.

Customer Exclusion & Lookalikes

10% increase in conversion rate due to more advanced

targeting.

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1.7MM net new reach added to the retargeting pool

resulting in 31% increase in conversions.

Retargeting

37% increase in retargeting revenue.

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278K+ existing customers eligible for cross sell reached

in 3rd party media rather than waiting for them to

come to our website or branch.

Cross sell

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What questions do you have