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Proprietary & Confidential SEARCH SOLUTIONS 1 BRIAN DEAGAN IGNITIONONE: JUNE 5 th
| Date post: | 23-Jan-2015 |
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Technology |
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P r o p r i e t a r y & C o n fi d e n t i a l
SEARCH SOLUTIONS
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BRIAN DEAGAN
IGNITIONONE:
JUNE 5th
P r o p r i e t a r y & C o n fi d e n t i a l
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…AND WHY YOU SHOULD CARE
BRIAN
DEAGAN
JUNE 5th
WHAT’S A DMP…
Traditional Marketing
and Customer Databases
P r o p r i e t a r y & C o n fi d e n t i a l
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Need to connect.
ANONYMOUS KNOWN
Example: User shows up at your website, but you don’t know who
he or she is.
Example: A long-time customer.
CONNECTING ANONYMOUS AND KNOWN CHALLENGING
P r o p r i e t a r y & C o n fi d e n t i a l
Traditional Marketing
and Customer Databases
21Not good at ingesting massive amounts of anonymous and known digital information..
Not built to activate audiences across digital channels.
KEY CHALLENGES
P r o p r i e t a r y & C o n fi d e n t i a l
THE NEED FOR DMPS(DATA MANAGEMENT PLATFORMS)
Data Management PlatformA unified technology platform that intakes disparate first-, second-, and third-party data sets, provides normalization and segmentation on that data, and allows a user to push the resulting segmentation into live interactive channel environments.
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THE “D” IN DMP CAN MEAN DIFFERENT THINGS
• Enhanced Display Targeting• Data Aggregation and Multi-Channel
Digital Activation• Marketing Database
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DMP DEPLOYMENT TYPES & BUYERS
SVP, MarketingDMP Buyers
VP / Director, AnalyticsVP / Director, DigitalVP / Director, Paid Media
Enhanced Display
Targeting
Marketing Database
Deployment Type
Data Aggregation & Multi-Channel Digital
Activation
Most DMP Deployments Today
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DMP DEPLOYMENT TYPES & BUYERS
SVP, MarketingDMP Buyers
VP / Director, AnalyticsVP / Director, DigitalVP / Director, Paid Media
Enhanced Display
Targeting
Marketing Database
Deployment Type
Data Aggregation & Multi-Channel Digital
Activation
IgnitionOne Deployments
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APRIL 2014 GLOBAL CMO SURVEYCONDUCTED BY DELOITTE
• 228 global marketing leaders
• Limited to CMO or Head of Marketing
• ~10% Automotive• Conducted between
October and December 2013.
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IMPACT OF DIGITAL ON CMOS
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TOP EXTERNAL PRIORITIES
Data Management Critical
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TOP INTERNAL PRIORITIES
Data #1
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WHY
Dataset Traditional Marketing Database Typical DMP Deployment Value to Marketers
Online Transactions Standard Proxy Used (pixel,event)Enables segmentation, targeted marketing,
relevant interactions and conversion analysis.Offline Standard Not Standard
Digital Channels Value to Marketers
Email Standard Standard
Individually enables channel engagement and tactics, testing and response analysis. Holistically enables simple to complex attribution modeling
and multi-channel contact strategy analysis.
Web Browsing Not Standard Standard
Display Not Standard Standard
Search Not Standard Standard
Social Not Standard Standard
Mobile Not Standard Standard
3rd Party Enrichment Not Standard Standard
Non Digital Channels
Direct Mail Standard Not StandardEnables holistic channel view of customers
(digital and traditional).Call Center Standard Not Standard
3rd Party Enrichment Standard Not Standard
Table illustrates why data acquisition is top internal priority. Datasets are still fragmented.
Need to tie them together. Corporate & Dealers
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ALSO INHIBITING ROI ANALYSIS
Experiments16%
Lead generation to sales metrics
2% Manager judgments
27%
Customer surveys
22%Econometric modeling
18%
We don’t measure
marketing ROI 15%
How companies measure marketing ROI
What percent of your marketing budget do you spend measuring your marketing ROI? Mean = 3.5% (SD = 5.1)
Source: “The CMO Survey 2014” by McKinsey&Co, AMA and Duke University
Extra Features
Feature detail
Features (Lookup)
Lookup table for extra features
Customer
Customer record
Model
Car model
1 to many
Car Models (Lookup)
Lookup table for car models
1 to 1
1 to 1
Social Accounts
Likes, interests, etc1 to many
1 to manyService Appointments
Likes, interests, etc
1 to many
DATA INTAKE: KNOWN CRM DATA
In-Car Data
Likes, interests, etc1 to many
DATA INTAKE: DIGITAL BEHAVIOR
RESULTING EXAMPLE PROFILEFROM IGNITIONONE DMP
Linked Anonymous Profiles In 30 Days
Average CPM $2.80
High likelihood she is also using an iPad mini.
Algorithmic scoring and real-time decisioning.
CPC $1.29
3 Year Lease – ATS SedanLast service appointment on 5/16/2014
EXAMPLE AUDIENCE
Internal CRM, BI, and
Analytics Environments
Feeds or Extracts
ANALYTICS
ANALYTICS
Includes: Search, Display, Social,
Affiliates, Email, and Direct Traffic
P r o p r i e t a r y & C o n fi d e n t i a l
TRUE DATA MANAGEMENTFROM IGNITIONONE
True Data Management
Known Anonymous
Media Profile Store
Client Profile Store
Single-Tenant and Contains PII
Separate profile store for each iOne client. Data is not
commingled.
Multi-Tenant and No PIISingle profile store for all iOne clients. Anonymous, non-PII
data is used for media targeting.
P r o p r i e t a r y & C o n fi d e n t i a l
THE DMP BECOMES THE DIGITAL HUB
Campaign Managemen
t
Channel Execution
Marketing Database
Analytics & BI
Ecosystem
True Data Management
Owned Media
Paid Media
Known Anonymous
Digital Hub
Ops Layer
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That Plugs Into and Improves Your Existing Marketing Ecosystem
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POWERS THE CUSTOMER LIFECYCLEFOR PERSONAL, END-TO-END DIGITAL STORYTELLING
Phone
Search
Social
Display
Website
True Data Management
Anonymous
Known
Offer
Forms
Chat
Digital Hub
P r o p r i e t a r y & C o n fi d e n t i a l
MARKETING AUTOMATION 2.0HUB-POWERED, END-TO-END, OPEN AND FLEXIBLE
True Data Management
Anonymous
Known
Digital Hub
Native or 3rd Party
Native or 3rd Party
Native or 3rd Party
Native or 3rd Party
Native or 3rd Party
Native or 3rd Party
3rd Party
3rd Party
Native or 3rd Party
Phone
Search
Social
Display
Website
Offer
Forms
Chat
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WHY IGNITIONONE FOR DATA MANAGEMENT
• We make your first-party data actionable on an ongoing basis versus uploading it once for a display campaign (although we can).
• Truly complements existing CRM and analytics investments.
• Enable superior multi-channel audience activation, lifecycle marketing, and analytics to drive revenue.
• Simpler interface than other DMPs, traditional marketing databases, and campaign mgmt tools
P r o p r i e t a r y & C o n fi d e n t i a l
THANK YOU
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Brian DeaganGlobal Business Owner, DMP
www.ignitionone.comwww.digitalmarketingsuite.combdeagan@knotice.com
Thank You(Merci, Danke, Grazie, Gracias, Dank u wel, Cheers)
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DATA FLOW AND PRIVACY MANAGEMENTFOR IGNITIONONE DISPLAY
Personally Identifiable Anonymized
Audience Selection
Hashed IDs
Client Customer Data
Data Extracts (e.g.: Appends)
Real-Time Bidding and Targeting
iOne Media Profile Store
Networks, Exchanges,
and Publishers
Decorated Pixel Request
KnownAnonymous
iOne Client Profile Store
Event and Category
Data
Feed
Event and Category Data
Direct Channels
(Web, Email, etc)
Tracking Tags
Client
Data Onboarder(e.g.: Datalogix)
Matched iOne Profiles
Reach any remaining unmatched profiles through third-party DSP partners.
Non-Display Audience Activation (Web, Email, Facebook, DM, etc.)
Referential links between known profiles and profiles in media profile store are hashed to prevent native display activation.
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DATA FLOW AND PRIVACY MANAGEMENTFOR IGNITIONONE DISPLAY
Personally Identifiable Anonymized
Audience Selection
Hashed IDs
Client Customer Data
Data Extracts (e.g.: Appends)
Real-Time Bidding and Targeting
iOne Media Profile Store
Networks, Exchanges,
and Publishers
Decorated Pixel Request
KnownAnonymous
iOne Client Profile Store Feed
Event and Category Data
Direct Channels
(Web, Email, etc)
Tracking Tags
Client
Data Onboarder(e.g.: Datalogix)
Reach any remaining unmatched profiles through third-party DSP partners.
Non-Display Audience Activation (Web, Email, Facebook, DM, etc.)
Matched iOne Profiles
Native: Active Business Travelers
Programmatic
P r o p r i e t a r y & C o n fi d e n t i a l
NATIVE LOOKALIKESFOR IGNITIONONE DISPLAY
Audience Selection
Real-Time Bidding and Targeting
iOne Media Profile Store
iOne Client Profile Store
Native Lookalike Audience
Benefits:• 100% match rate for active
profiles. No data leakage compared to using an onboarder.
• Push button activation versus time and labor intense alternatives.
• No additional third-party layered costs!
Active Business Travelers
Create Lookalike
s
P r o p r i e t a r y & C o n fi d e n t i a l
ALGORITHMIC ENGAGEMENT SCORING
True Data Management
Known Anonymous
Engagement
Scoring
Display
Search
Marketing Automation
850SCORE
Marketing Database
Analytics & BI
Digital Hub
P r o p r i e t a r y & C o n fi d e n t i a l
P r o p r i e t a r y & C o n fi d e n t i a l
P r o p r i e t a r y & C o n fi d e n t i a l
P r o p r i e t a r y & C o n fi d e n t i a l
P r o p r i e t a r y & C o n fi d e n t i a l
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FOR EXAMPLE
Marketing Database
Analytic model in marketing database segments Jim as “Single Young Urbanite” persona.
Does Search
Jim may still be young and single, but clearly things are changing for him…
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GOOGLE CHANGES
Advertiser
Historically would share user search queries with advertisers when someone would click.“good baby diapers”
Stopped for Organic Clicks
Stopping for Paid Clicks Soon
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WE STILL HAVE KEYWORD MATCHES(WE BEING THE INDUSTRY)
“good baby diapers” Keyword Match“Baby
Diapers”
Advertiser
P r o p r i e t a r y & C o n fi d e n t i a l
MAKES SEARCH + HUB COMBO CRITICAL
True Data Management
Known Anonymous
Hub
iOne Search
Keyword Match
Search: “good baby diapers”
Keyword match “baby diapers” appended to profile.
iOne User Profile
P r o p r i e t a r y & C o n fi d e n t i a l
POST-CLICK PAGE OPTIMIZATIONGO FROM KEYWORD CENTRIC TO USER-CENTRIC
True Data Management
Known Anonymous
Hub
iOne Search
Keyword Match
Search: “good baby diapers”
Keyword match “baby diapers” appended to profile.
iOne User Profile
User Centric Page and Site Optimization
P r o p r i e t a r y & C o n fi d e n t i a l
OUR NATIVE PROGRAMMATIC ADVANTAGE
True Data Management
Ops Layer
Creative- Banner- Video- Rich Media- Text
• Bid Decisioning• Bid Price• Creative Selection• Dynamic Creative Execution• Native Lookalikes• Internal Auction
Enhanced Real-Time Bidding
(RTB)
iOne
DSP
Live DataEnhancement
Channel- Display- Social- Mobile
Real-Time Feedback Loop(In Milliseconds)
Ad
850
Control Ad Context with Integrated Brand Safety Features.
Digital Hub
P r o p r i e t a r y & C o n fi d e n t i a l
VERSUS THIRD PARTY DSPS
True Data Management
Ops Layer
Creative- Banner- Video- Rich Media- Text
• Bid Decisioning• Bid Price• Creative Selection• Dynamic Creative Execution• Native Lookalikes• Internal Auction
Enhanced Real-Time Bidding
(RTB)
iOne
DSP
Live DataEnhancement
Channel- Display- Social- Mobile
Real-Time Feedback Loop(In Milliseconds)
Ad
OtherDSPs
Static and Flat Data Extracts
Other DSPs can be useful for extended reach for audience targeting, but are limited in ability to optimize and enhance in real-time off of hub data. Brand safety features may also vary.
850
Digital Hub
