Data-Driven Advertising: A Single Source of Truth€¦ · Interest data marketing stack AMAZON...

© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Data-Driven Advertising: A Single Source of TruthUdipta Basumatari | Group Director – Advertising Cloud, Performance, SEA

© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2

A G E N D A The Evolution of Advertising

Vision for Marketers

Extend your Data-Driven Strategies

How do we get there?

A G E N D A


Three Main Topics at Play in Marketing

3

Saving on Media & Production Costs

Realizing Value From Your Data

Owning Technology


THE

4

Evolution of Adver t i s ing


ONE WAY TO CONNECT – DIRECT

AD NETWORKS

SUPPLY-SLIDE PLATFORMS

OPEN AD MARKETPLACES, EXCHANGES

DEMAND-SIDE PLATFORMS

ADOBE EXPERIENCE CLOUD

Trusted and transparent data and content marketing stack

GOOGLE MARKETING SOLUTIONS

Search data marketing stack

FACEBOOK BUSINESS

Interest data marketing stack

AMAZON MARKETING SERVICES

Purchase data marketing stack

In the Beginning…The Ad Networks Join the Party…But Exchanges Steal the Spotlight…And Supply-Side Platforms Arrive for Publishers…While Demand-Side Platforms Align With AdvertisersAnd Now Marketing Stacks are Taking Over the Conversation

ADVERTISERS CONSUMERS


Unified Tech Provides Single Foundation for Data Activation

6

AdvertisingInvestment

MarketingInvestment

CRMInvestment


Vis ion for Marketers



Audience Media Creative


Owned Data and Content are Paramount

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Full Funnel Personalization

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AWARENESS

CONSIDERATION

CONVERSION

LOYALTY

Holiday Shoppers

Site Visitors

SG MY Everyone Else

Gold Status Silver Status

Logo Headline (pull from feed)

Image (pull from feed)

Promo Copy (pull from feed)

CTA

One time template definition


Deliver Relevant & Personalized Experiences Across the Customer Journey

12

AWARENESS

CONSIDERATION

CONVERSION

LOYALTY

• Category/Site Targeting

• Premium Audiences (On Demand, PMP)

• DMP Segments (1st, 2nd, 3rd party data)

• Converter Look-alike Targeting

• Site/Abandoner Retargeting

• Product Retargeting (Feed-driven DCO)*

• Loyalty Offers (Cross sell, Upsell) with DCO*

• 3rd Party Data (Demos, In-Market, Lifestyle)


EXTEND YOUR

13

Data-Dr iven Strategies


5 KEY

Characteristicsof

Data-Driven

Strategy

• What proprietary and first-party

data should mean to a brand

• Data & creative

• Leading and lagging indicators

• Transparency & control

• Leverage your most

valuable asset


Merged Data+

Channels=

A Single View of Consumers

Omni-Channel Interactions

Customer Attitudes, Desires, and Preferences

Data & Demographic Insights About Similar

Customers

Account & Product Data

Historical Transaction Data

Purchase History

Consumer


Creative Data

&


Leading and Lagging Indicators

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MEASUREMENT TOOLS

Day-to-Day

Impression Quality

Leading Indicator

Surveys

Lagging Indicator

Tune-In


Business Objectives

Working Model

Strategy

Accountability


Leverage Your Most Valuable Asset

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How do we get there?


Incremental ReachMaximize reach

by suppressing existing consumers

Relevant MessagingKeep awareness high with relevant messaging across digital & social channels

Audience Segmentation

Deliver relevant offers and creative to loyalist, lapsed

and new user cohorts


Unite Pre-Visit and Post-Visit Data

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Data Becomes the Skeleton with the Muscle

of Paid/Owned/Earned

23


Being a Data-Driven Marketer Means You Will Be:

24

Saving on Media & Production Costs

Realizing Value From Your Data

Owning Technology

Date post:	18-Jun-2020
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Data-Driven Advertising: A Single Source of Truth€¦ · Interest data marketing stack AMAZON...

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