How to recognize good data? Petteri Vainikka, VP Strategic Business Development, Cxense Helsinki
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1 How to recognize good data? Petteri Vainikka, VP Strategic Business Development, Cxense Helsinki CXENSE 2017
2 CXENSE 2017 IAB PROGRAMMATIC BUYING SEMINAR
3 On data ownership Given the massive [ongoing] development of data management platforms, the technology is already available to everyone* who has the right to do Data ownership is not a moral question, but a technical execution, commercial, and/or legislative one If someone [ partner ] offers to pay to access your data by placing their tag, are you prepared to say No? does it even make sense to decline?! The proverbial elephant in the room although the ship may have already sailed? *Depending on site/app ownership/direct tag access, some are of course in a more favorable and sustainable position than others
4 What do I mean with programmatic = workflow automation X data i.e. the workflow for both buying and selling of digital advertising i.e. what can be used to plan, buy & optimize media buying and beyond Process efficiencies (minimizing total transactions costs) Increased effectiveness (maximizing net output per unit)
5 WHAT IS TODAY S DIGITAL MARKETER LOOKING FOR: 1st party remarketing (known user (ESP) Lookalike-modeled remarketing Audience intelligent campaign reporting Upper funnel reach & frequency targeting Single-Customer View, CLV & APRU Attribution across all marketing campaigns CXENSE 2017
6 NO. 1 1:1 YOU (1:1) 1:1 A look at audiences The raw material & Personalization Trigger Real-time updated CXENSE 2016
7 NO. 1 NO. 2 NO. 3 NO. 4 NO. 5 1:1 You Real-time intent Long-term interest Demographics CRM/OFFline 1:1 SEGMENTS 1:1 The raw material & Personalization Trigger Conversion Performance Insight & Branding Insight, Branding & Conversion Performance Insight, Branding & Conversion Performance Real-time updated Near real-time updated Persistent CXENSE 2016
8 NO. 5 CRM/OFFline 1:1 Segmented & 1:1 User Profile Data to deliver personalized, real human experiences Insight, Branding & Conversion Performance Persistent CXENSE 2016
9 The future is about Identity > Customer Journey > Attribution All in the data CXENSE 2017 IAB PROGRAMMATIC BUYING SEMINAR
10 What is audience data, and why is it in fact pretty hard? The real benefit is to create better quality segments that clients really need, in parallel with high reach. It s not so complicated to create good quality on small reach, or high reach with bad quality data, but putting them together that s the challenge. Stefan Kroetz, CEO of German publishing joint venture AdAudience CXENSE 2017 IAB PROGRAMMATIC BUYING SEMINAR
11 The main function of a segment is to allow targeted activity towards a group of prospects (or customers) that strikes the right balance between REACH & SELECTIVENESS By having segmented an audience in one or multiple ways (concurrently), it becomes possible to TARGET, COMPARE, ANALYZE & OPTIMIZE ON AUDIENCES CXENSE 2017 IAB PROGRAMMATIC BUYING SEMINAR
12 SEGMENT SANITY Reach Selectiveness Overlaps Use case? PERFORMANCE CXENSE 2017 IAB PROGRAMMATIC BUYING SEMINAR
13 3rd party2nd party Licensed datafriendly sites & publisher partners retargeting (with apparently too little regard for frequency capping) Just getting started (all of us that is) fact#1 Everyone believes their data to be the best fact#2 No one alone has all the data needed CXENSE 2017 IAB PROGRAMMATIC BUYING SEMINAR
14 Publishers Trading Desks/ Networks Marketers* *in most cases, this refers to a marketer DMP managed by their agency CXENSE 2017 IAB PROGRAMMATIC BUYING SEMINAR
15 CXENSE 2017 IAB PROGRAMMATIC BUYING SEMINAR
16 CXENSE 2017 IAB PROGRAMMATIC BUYING SEMINAR
17 CXENSE 2017 IAB PROGRAMMATIC BUYING SEMINAR
18 CXENSE 2017 ALMA TALK
19 Peer-to-Peer Data Scale Matters CXENSE 2017 IAB PROGRAMMATIC BUYING SEMINAR
20 Thank you! CXENSE 2017 ALMA TALK
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