onboarding: the next billion dollar data opportunity...onboarding: the next billion dollar data...
TRANSCRIPT
Onboarding: The Next Billion Dollar Data Opportunity
New York City October 5, 2017
Bruce BiegelSenior Managing Director
Today’s consumer is constantly connected
As the number of connected devices increases, so does theamount of data generated
The Amount of Data Available Continues to Grow
[ 4 ]
44ZETTABYTES
2020
30B Devices
88bn yearsof music files
686bn 64GB tablets
1.4bn years of HD video
180ZETTABYTES
2025
80B Devices
8+ZETTABYTES
2016
11B Devices
250bn 32GB Smartphones
Source: IDC
The Marketing Ecosystem Continues to Expand
[ 5 ]
2011
100
2012
350
2014
947
2015
1876
2016 ~3,500
Source: Cheifmartec.com
The Reality: No One Has a Complete Picture
[ 6 ]
BRANDSAGENCIES
PUBLISHERS
TECH PARTNERS
DATA OWNERS?
Which Leads Us to the Topic of Onboarding and Omnichannel Identity
[ 7 ]
The Importance of Onboarding for Understanding and Engaging in the Customer Journey is Resulting in 50% YoY Sector Growth
[ 8 ]
The Flow of Data Within Onboarding Providers
Source: Winterberry Group, “The State of Consumer Onboarding,” 2016
Understanding the Customer Journey Requires Identity Recognition at All Stages, Including Across Locations, Devices and Over Time
[ 9 ]
Detailing the Onboarding Process
Source: Winterberry Group, “The State of Consumer Onboarding,” 2016
Note that dotted lines represent optional steps in the process.
Each provider type can be fulfilled by a variety of partners.
Rise of Onboarding is Fueled by an Expanding and Maturing Set of Use Cases
[ 10 ] Source: Winterberry Group, “The State of Consumer Onboarding,” 2016
Use Case Value Add
Digital Display Targeting (includes mobile & video)
• Supports deployment of relevant and timely ads for B2C and B2B consumers across digital platforms/properties
Walled Garden Targeting• “People-based marketing” within the walled gardens of
major social media channels• Highly accurate targeting
Consumer Analytics & Insights
• Facilitates the development of look-alike and predictive models
Measurement & Attribution• Improves cross-channel understanding of digital
marketing efforts
Site Personalization• Recognition of non-authenticated users• Ability to suppress and/or provider audience-specific
content and offers
Addressable TV Targeting • Extends audience reach and consumer engagement
Mature
Maturing
Emerging
Current State*
*The term “mature” is relative to understanding and adoption in the onboarding market and not relative to the general data market
Bruce BiegelSenior Managing [email protected](212) 842-6030 • Mobile (908) 693-0943
www.winterberrygroup.com60 Broad Street, Suite 3810New York, NY 10004@WinterberryGrp
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