MAKE THE MOST OF YOUR DATA
DATA SOURCESONLINE• DMP’s• Container Tagging Solutions• Adservers• Ad Networks• Publishers• Site Side Analytics
OFFLINE• CRM and Product Databases• Email Lists• Billing Databases• Research
SITE SIDE DATASHOPPING CARTSHOPPING AREASCONVERSION FUNNEL
PUBLISHER SIDE DATA• Search Query Data• Contextual Keyword Data• Registered User Profile Data• Content Consumption Behavioral
Data
• Log Level Impression Data• DMP Boolean collected and built Audiences• Multi Touch Conversion Data• Predictive Audiences Modeled from
Conversions or High Performing Audiences
AD TECH DATA
• Store it Somewhere, Storage is Cheap now!• Bring data online anonymously
• LiveRamp• Datalogix• Experian
• Facebook Email List Upload• Publisher Side Data Join to Supplement Match Rate• Custom Modeling to Find Prime Audiences
• Acxiom• Neustar• Merkle
OFFLINE DATA
• Incredibly valuable and virtually free
• Weed out existing customers (unless re-sell and upsell potential, in that case segment)
• Hold out users for Control vs. Test environments
• Temporarily suppress to market to users in waves to try to strike in their moment of decision, and conserve media spend when they are out of cycle
SUPPRESSION
• Invest in Reporting
• Rely on others to gather data, store it, and organize it yourself
• Automate it!
REPORTING
Cost vs. Conversion Rate
Modeled Offline RON RT Search Third Party $-
$0.50
$1.00
$1.50
$2.00
$2.50
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
Typical Budget AllocationModeled; 14.77%
Offline; 13.58%
RON; 57.69%
RT; 12.58%
Search; 1.06% Third Party; 0.32%
Thank YouBRIAN TOMASETTEDirector | Platform Sales & Development