Understanding and organising

data signals from all

touchpoints

WHAT IS DATA-DRIVEN MARKET ING?

Changing activation

based on the behaviours of

recipients

Becoming a more

responsive customer

focused brand

WHY IS IT IMPORTANT?

Source: ‘The State of Data-Driven Marketing in Finland 2016’ – Annalect study

93% OF FINNISH BUSINESS DIRECTORS

SEE DATA-DRIVEN MARKETING AS

CRUCIAL TO THE SUCCESS OF THEIR

COMPANY

FOR B2B COMPANIES, DATA-DRIVEN

MARKETING IS KEY TO DRIVING SALES, WHILE B2C COMPANIES SEE THIS AS CRUCIAL FOR

RETENTION

Regional “Centres of Excellence”

alongside agency embedded

experts

1200employees

globally N AOffices

M E N AOffices

E M E AOffices

A P A COffices

OUR APPROACH TO DATA-DRIVEN MARKET ING – A GLOBAL FOCUS It’s our people that make the difference

OVER 40 PEOPLE IN F INLAND

DATA & TECHNOLOGY

STRATEGY

MARKETING SCIENCE R&D

DATA ARCHITECTURE

DATA VISUALISATION

RESEARCH & CONSUMER

INSIGHTS

JUSSI.PIRI@ANNALECT.COM

—

To unleash the power of data through technology and analytics to give clients competitiveadvantage and drive business results

OUR MISS ION—

THE WORLDS OF CRM AND MEDIA CAN NOW BE COMBINED

I D E N T I T YWho are they and

what are they doing?

E N R I C H M E N TWhat other data

sources do we have?

A C T I V A T I O NHow can we use

technology to scale?

D E L I V E R YActivating a learning loop

D A T A

T E C H N O L O G Y

A N A L Y T I C S

A C T I V A T I O NConstruct the best technology infrastructure to access the data

Identify the most valuable data sets

Audience, Message and Placement Work

together

Find the most valuable insights

TH I S REQUIRES A RIGOROUSAND OBJECT IVE APPROACH

NOT ALL DATA IS CREATED EQUAL

1 ST P A R T Y D A T A is data that is owned by the client such as:

2 N D P A R T Y D A T A is data from strategic partners that have agreed to share their 1st Party Data:

3 R D P A R T Y D A T A is data from other providers that can be used to profile 1st

Party Data, e.g.:

SCALE

VALUE

B U S I N E S S G O A L &

C H A L L E N G E

D A T A T O D E F I N E T H E A U D I E N C E

I N S I G H TS T R A T E G Y / T

A C T I C S

A D D R E S S A B L E A C T I V A T I O N

N O N -A D D R E S S A B L E M A S S R E A C H

C H A N N E L S

O P T I M I S A T I O N

OUR APPROACH TO DATA-DRIVEN MARKET ING

IT ’S A JOURNEY. . . WHERE ARE YOU?

CR A W L W A LK R U N S P R I N T

CRAWL

NO DMPDISPARATE DATA SOURCESLIMITED ANALYTICALRESOURCESBASIC REPORTING

C R A W L / O P E R A T I O N S

R E P O R T I N G C R M F O C U S E D M E D I A F O C U S E D

BE CLEAR ON YOUR DEF INIT ION OF WHAT A DMP IS FOR YOUR BUSINESS

C R A W L / O P E R A T I O N S

T E C H N O L O G Y€ € €

S E T U P€ €

U S A G E€

DON’T FORGET TO BUDGET FOR SET UP AND USAGE

A U D I E N C E D E F I N I T I O N

D A T A S O U R C E

START THINKING ABOUT HOW YOU DEFINE AUDIENCES ACROSS YOUR BUSINESS

C R A W L / U S E C A S E S

Is the Audience defined using data collected via 1st, 2nd or 3rd parties?

What attribute(s) are you using to define your audience?

WALK

LOOKING AT DMPsUSING 3RD PARTYDATAPROGRAMMATIC DEPLOYEDTAGGING IN PLACESOME REAL-TIME OPTIMISATIONSOME AUDIENCEANALYTICS

W A L K / O P E R A T I O N S

SET UP A DATA/TECH COUNCIL TO MANAGE MULT IPLE STAKEHOLDERS

ü Marketing• CRM• eCommerce• Brand

ü ITü Legalü Corporate Governanceü Procurement

ü Media Agency• Strategy• Planning• Buying• Ad Ops

ü CRM Agency

ü Creative Agency

DATA/TECH COUNCIL

E X T E R N A LI N T E R N A L

Buyers vs browsersOrganic vs paid visitors

Pre vs post ATL campaign

Smarter re-targetingKey segments

identified in profiling

Different bid strategies for different audiences

Frequency capping

W A L K / U S E C A S E S

A U D I E N C E P R O F I L I N G

A U D I E N C E S E G M E N T A T I O N

A U D I E N C E A C T I V A T I O N

DON’T MAKE YOUR AUDIENCES TOO GRANULAR

100% 100% 90% 90% 73%90%

Ad Server DMP DSPSite Analytics

Understanding sync rates and data leakage

W A L K / U S E C A S E S

RUN

DMP IN PLACE1ST PARTYDATA AVAILABLECRM INTEGRATIONMULTI-PLATFORM PROGRAMMATICONLINE ATTRIBUTIONCUSTOM AUDIENCESSEGMENTATIONDEDICATED ANALYTICS FUNCTION

BRINGING YOUR CRM DATA AND SEGMENTS INTO THE DMP

J O N . G H A Z I @ A N N A L E C T . C O M C O O K I E A 1 2 3 4 D G J H O 4 5 6

D M P = A N O N Y M O U S D A T A ( C O O K I E S / D E V I C E I D S )

C R M = P E R S O N A L I N F O R M A T I O N

R U N / U S E C A S E S

CRM ON-BOARDING T H E R E A R E 3 M A I N W A Y S T O D O T H I S :

R U N / T E C H N O L O G Y

Append DMP / DSP tracking into your CRM

emails

Match known individuals to cookies when a user identifies themselves on the client site (e.g. when

they log in to the site)

Work with a 3rd party on-boarding partner (e.g.

LiveRamp, Experian etc) Working with an on-boarding

partner can be expensive, and match rates are

typically quite low (c.20-35%)

SPRINT

INTEROPERABLEDATASETS1:1 PERSONALISATIONX-PLATFORM FREQUENCYCUSTOM AUDIENCESCROSS-CHANNEL ATTRIBUTIONPREDICTIVE ANALYTICSDEDICATED DATA ANALYTICSRESOURCES

OUR OWN JOURNEY TO ENABLE DATA-DRIVEN MARKET ING

Limitations of working with just one single DMP

Explosion of data and marketing technology and limitation of

databases to handle the velocity and variety of data

4 years ago

Global partnership with Neustar

Today

Multi DMP model allowing us to work with the best providers in each market

Tomorrow

Open cloud environment, pooling a range of data sources and allowing interoperability across a range

of technologies and walled gardens

I N T R OD U CI N G OU R E V OLV E D P LA T F OR M & CA P A BI L I T Y

—

THE AGILE DATA PLATFORM

Open, scalable data

environment

Ingests a wide variety of granular,

log-level data sources

Matches these data sources at

the user-level(ID

management)

Powers the creation of

bespoke behavioural

segments

Built for Interoperability

Powers our segmentation

and predictive modelling

work

WHAT DOES THE AGILE

DATA PLATFORM

DO?Underpins advanced

attribution models to close the

measurement loop

CR E A T E S A COMMON I D E N T I T Y A N D

E N V I R ON ME N T T O L I N K A LL D A T A -

D R I V E N MA R K E T I N G

M O V E F R O M B L A C K - B O X , 3 R D P A R T Y D A T A S E G M E N T S T O H I G H Q U A L I T Y ,

B E S P O K E S E G M E N T S B A S E D O N B E H A V I O U R S A N D A T T I T U D E S

ENABLING NEW & POWERFUL CAPABIL IT IES

M O V E B E Y O N D S I L O E D , I N C O N S I S T E N T D A T A A N D

A N A L Y T I C A L P R O C E S S E S T O A C O M M O N , S C A L A B L E

E N V I R O N M E N T

M O V E B E Y O N D I N C O M P L E T E I D S T O A C O M M O N I D U N I F Y I N G

D I F F E R E N T S O U R C E S , A L L O W I N G C A M P A I G N S T O B E T R A C K E D C O N S I S T E N T L Y T H R O U G H O U T

N O B L A C K B O X E S , N O H I D D E N A L G O R I T H M S

• Proprietary analytical processes• Full visibility to clients • Access to methodology & code • Transparent segment creation• Open evolution of products & processes

overtime

N O C O N F L I C T S O F I N T E R E S T

• No data ownership conflicts• Freedom to work with any data partner• Interoperable approach to data and

technology• Solutions built for client need• Test & learn culture

FULL DATA TRANSPARENCY IS V ITAL

5 THINGS TO REMEMBER

But if you’re planning to get a DMP, don’t

skip the scoping stages

We help clients unleash the power of data

through technology and analytics to generate

competitive advantage and drive business results

Not all data is created equal

A DMP can help you understand

more about your customers and

improve marketing efficiency

Full transparency from your partners

is vital for a successful data-driven strategy

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