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Evento AdTech & Data 2016 - How DMP turns data into results - Fernando Takahashi - Adobe

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IAB Brasil
IAB Brasil

Data management platforms (DMPs) help marketers turn data into results by providing control over segmentation strategies, integrating with the broader marketing ecosystem, and protecting customer privacy and digital strategies. DMPs allow marketers to define customer segments, activate audiences across channels, and control how customer data is used and shared while complying with privacy regulations. The goal is to deliver personalized, relevant experiences to customers across devices and interactions.

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© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. THE HOLISTIC PICTURE. How Data Management Platforms Turns Data into Results 2016
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Jen | Gym Instructor Lululemon Athletica is fantastic. Felix | College Professor VERIZON LTE 4G Samsung Galaxy S4 Fred Leger Age 30 Pier 83 ForthAve 2ndAve 10th Ave 21stSt Pier 83 For th Ave 2nd Ave 10t hAve 21 st St T-Mobile 4 Nokia Lumia 520 Sue Child Chris Manchester Elisa Sanchez Age 40 Jerry | Stock Broker AT&T Iphone 4s @AdobeMktgCloud Albert Sushi 3,343, 4,453 The Digital Consumer
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. “We’re trying to think like a software company, As consumers choose to share their data with us, we want to be able to use that data to help make their lives better.” Mark Fields Ford CEO Companies are Evolving to Realize Efficiencies through Technology Adoption
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Data has been always part of marketing. CRM TGI IBOPE BI 20% off 20% off 20% off 20% off 20% off DATABASE MARKETING
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. What Changed?
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Expectations PERSONALIZED
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Expectations PERSONALIZED RELEVANT
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Expectations PERSONALIZED RELEVANT REAL-TIME
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 6 AM 7 AM 8 AM 5 PM 8 PM 11 PM WAKE COMMUTE WORK COMMUTE ENTERTAIN READ SLEEP Source: @Lukew © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. EXPERIENCEis the differentiator
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Lack of single profile leads to overspend and disjointed customer journey Register now! Loyalty rewards $15 off today only! 25% off “Like” us to win! Enroll in our loyalty program
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Audience Challenge: Each system has its own siloed “audience” 12 Analytics Testing & Optimization 1:1 Communication Channels Media & Ad Buying
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Data Management & Activation 13 Navegg Crosspixel AddThis Serasa Analytics Media CRM App Ingest Advertisers Publishers 1st Party 2nd Party 3rd Party 1 Video Social MobileSearch Email Ad ServersTargeting Platforms Activate3 • • • Synchronize2 Define Segment Composition Logic Build Algo Models (look-alike) Build a Cross Device Graph • Combine 1st, 2nd, & 3rd Party Audiences • Enforce Data Distribution Rules • Manage Profile Attribute Rules
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. The Biggest Challenges for Marketers…. 30% 32% 55% 57% “Biggest Challenges to Building a Single Customer View According to Marketers Worldwide, March 2016” Signal, “Preparing for Cross-Channel Success: Solving the Identity Puzzle,” March 2016 Merging profile fragments as data becomes available Collecting data across channels Achieving acceptable match rates Activating profiles across the ecosystem
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.15 “Data matching will replace attribution as one of the major topics across the advertising industry in 2016.” “Perhaps that's because a multitude of mismatched data sources continue to create major problems in accuracy.” The Biggest Challenges for Marketers…. “Biggest Challenges to Building a Single Customer View According to Marketers Worldwide, March 2016” Signal, “Preparing for Cross-Channel Success: Solving the Identity Puzzle,” March 2016
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. DMPs SOLVE AN ACQUISITION PROBLEM
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. How DMPs turns data into results? 17 01 Control over Segmentation Strategy 02 Integration with the Marketing Ecosystem 03 Protect Customer Privacy and Your Digital Strategy
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 18 01 Control Over Segmentation Strategy DMP Data Management Providers – Much Less Control Data Management Platforms – Full Control
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 19 01 Control Over Segmentation Strategy Data Management Providers Data Management Platforms Travel Intenders – 20 to 30 – HHI The audience definition is provided by the vendor The goal of the vendor is more focused on scale and less on accuracy There’s no control over the recency and frequency Travel Intenders – 20 to 30 – HHI The audience definition is configured by the advertiser/publisher The Quality and the Size can be combined with the Data Management Providers using Look-a-like Models. There’s full control over each 1st party trait in terms of recency and frequency
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 20 Reach Accuracy Trait A A InfluenceNoise Qualitative Process Statistical Analysis Quantitative Process 90% Accuracy 1.35 MM Uniques 01 Control Over Segmentation Strategy Trait B Trait C
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 1. Data In 2. Logic, Organization, Segmentation 3. Data Out POS CRM WEB DATA SHOPPING CART Data Aggregation, Foundation for a unique profile Audience Creation Modeling, Begin exploring addressable audiences Audience Syndication, activate across your preferred channels & ecosystem 02 Integration with the Marketing Ecosystem
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 22 Breadth of Marketing Ecosystem DSPs 3rd Party Providers Video Social / Graph Mobile / Cross – Device Offline Data Attribution/ Forecasting Ad Servers Inventory Sources / SSPsTargeting Platforms Adobe Media Optimizer DMP
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 23 03 Protect Customer Privacy and Your Digital Strategy Classification Type: Data Export Control Classification Type: Data Export Label Must have BOTH classifications set up to work 3RD Party, CRM, Analytics, 2nd Party Data Sources DSPs, Targeting, Platforms, MSPs Destinations Data Export Control 1. Cannot be tied to PII 2. Cannot be used for site ad targeting 3. Cannot be used for off site targeting 4. Cannot be used for on site personalization Data Export Label 1. Contains PII 2. Used for on site ad Targeting 3. Used for off site Targeting 4. Used for on site personalization Examples 3rd party data trait 2nd Party Data Loyalty Data (CRM) Site side Impression Data Examples Email System DFP or Ad Server TubeMogul Adobe Target 4 Settings
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Exemplo Site Adobe.com 24
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Exemplo Site Adobe.com 25
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Exemplo Site Adobe.com 26
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Each customer is different. Give them a journey that’s just as unique.
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 29
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 31 How DMPs turns data into results? Right Audience Right Time Right Place Right Message EXPERIENCE
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. taka@adobe.com

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Evento AdTech & Data 2016 - How DMP turns data into results - Fernando Takahashi - Adobe

  • 1. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. THE HOLISTIC PICTURE. How Data Management Platforms Turns Data into Results 2016
  • 2. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Jen | Gym Instructor Lululemon Athletica is fantastic. Felix | College Professor VERIZON LTE 4G Samsung Galaxy S4 Fred Leger Age 30 Pier 83 ForthAve 2ndAve 10th Ave 21stSt Pier 83 For th Ave 2nd Ave 10t hAve 21 st St T-Mobile 4 Nokia Lumia 520 Sue Child Chris Manchester Elisa Sanchez Age 40 Jerry | Stock Broker AT&T Iphone 4s @AdobeMktgCloud Albert Sushi 3,343, 4,453 The Digital Consumer
  • 3. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. “We’re trying to think like a software company, As consumers choose to share their data with us, we want to be able to use that data to help make their lives better.” Mark Fields Ford CEO Companies are Evolving to Realize Efficiencies through Technology Adoption
  • 4. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Data has been always part of marketing. CRM TGI IBOPE BI 20% off 20% off 20% off 20% off 20% off DATABASE MARKETING
  • 5. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. What Changed?
  • 6. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Expectations PERSONALIZED
  • 7. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Expectations PERSONALIZED RELEVANT
  • 8. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Expectations PERSONALIZED RELEVANT REAL-TIME
  • 9. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 6 AM 7 AM 8 AM 5 PM 8 PM 11 PM WAKE COMMUTE WORK COMMUTE ENTERTAIN READ SLEEP Source: @Lukew © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 10. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. EXPERIENCEis the differentiator
  • 11. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Lack of single profile leads to overspend and disjointed customer journey Register now! Loyalty rewards $15 off today only! 25% off “Like” us to win! Enroll in our loyalty program
  • 12. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Audience Challenge: Each system has its own siloed “audience” 12 Analytics Testing & Optimization 1:1 Communication Channels Media & Ad Buying
  • 13. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Data Management & Activation 13 Navegg Crosspixel AddThis Serasa Analytics Media CRM App Ingest Advertisers Publishers 1st Party 2nd Party 3rd Party 1 Video Social MobileSearch Email Ad ServersTargeting Platforms Activate3 • • • Synchronize2 Define Segment Composition Logic Build Algo Models (look-alike) Build a Cross Device Graph • Combine 1st, 2nd, & 3rd Party Audiences • Enforce Data Distribution Rules • Manage Profile Attribute Rules
  • 14. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. The Biggest Challenges for Marketers…. 30% 32% 55% 57% “Biggest Challenges to Building a Single Customer View According to Marketers Worldwide, March 2016” Signal, “Preparing for Cross-Channel Success: Solving the Identity Puzzle,” March 2016 Merging profile fragments as data becomes available Collecting data across channels Achieving acceptable match rates Activating profiles across the ecosystem
  • 15. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.15 “Data matching will replace attribution as one of the major topics across the advertising industry in 2016.” “Perhaps that's because a multitude of mismatched data sources continue to create major problems in accuracy.” The Biggest Challenges for Marketers…. “Biggest Challenges to Building a Single Customer View According to Marketers Worldwide, March 2016” Signal, “Preparing for Cross-Channel Success: Solving the Identity Puzzle,” March 2016
  • 16. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. DMPs SOLVE AN ACQUISITION PROBLEM
  • 17. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. How DMPs turns data into results? 17 01 Control over Segmentation Strategy 02 Integration with the Marketing Ecosystem 03 Protect Customer Privacy and Your Digital Strategy
  • 18. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 18 01 Control Over Segmentation Strategy DMP Data Management Providers – Much Less Control Data Management Platforms – Full Control
  • 19. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 19 01 Control Over Segmentation Strategy Data Management Providers Data Management Platforms Travel Intenders – 20 to 30 – HHI The audience definition is provided by the vendor The goal of the vendor is more focused on scale and less on accuracy There’s no control over the recency and frequency Travel Intenders – 20 to 30 – HHI The audience definition is configured by the advertiser/publisher The Quality and the Size can be combined with the Data Management Providers using Look-a-like Models. There’s full control over each 1st party trait in terms of recency and frequency
  • 20. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 20 Reach Accuracy Trait A A InfluenceNoise Qualitative Process Statistical Analysis Quantitative Process 90% Accuracy 1.35 MM Uniques 01 Control Over Segmentation Strategy Trait B Trait C
  • 21. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 1. Data In 2. Logic, Organization, Segmentation 3. Data Out POS CRM WEB DATA SHOPPING CART Data Aggregation, Foundation for a unique profile Audience Creation Modeling, Begin exploring addressable audiences Audience Syndication, activate across your preferred channels & ecosystem 02 Integration with the Marketing Ecosystem
  • 22. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 22 Breadth of Marketing Ecosystem DSPs 3rd Party Providers Video Social / Graph Mobile / Cross – Device Offline Data Attribution/ Forecasting Ad Servers Inventory Sources / SSPsTargeting Platforms Adobe Media Optimizer DMP
  • 23. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 23 03 Protect Customer Privacy and Your Digital Strategy Classification Type: Data Export Control Classification Type: Data Export Label Must have BOTH classifications set up to work 3RD Party, CRM, Analytics, 2nd Party Data Sources DSPs, Targeting, Platforms, MSPs Destinations Data Export Control 1. Cannot be tied to PII 2. Cannot be used for site ad targeting 3. Cannot be used for off site targeting 4. Cannot be used for on site personalization Data Export Label 1. Contains PII 2. Used for on site ad Targeting 3. Used for off site Targeting 4. Used for on site personalization Examples 3rd party data trait 2nd Party Data Loyalty Data (CRM) Site side Impression Data Examples Email System DFP or Ad Server TubeMogul Adobe Target 4 Settings
  • 24. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Exemplo Site Adobe.com 24
  • 25. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Exemplo Site Adobe.com 25
  • 26. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Exemplo Site Adobe.com 26
  • 27. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Each customer is different. Give them a journey that’s just as unique.
  • 28. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 29
  • 29. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 31 How DMPs turns data into results? Right Audience Right Time Right Place Right Message EXPERIENCE
  • 30. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. taka@adobe.com