How Publishers Win With Data

Transcription

1 N E X T - G E N D M P How Publishers Win With Data Michael Moreau, Chief Solutions Officer 2015

2 Krux is a next-generation data management platform (DMP) that helps businesses drive revenue through smarter content, commerce and marketing experiences to people. 2

3 A next-generation DMP is defined by the principle of People Data Activation Awareness People Data Activation is the harnessing of people data through software to deliver better content, commerce and marketing. Loyalty Consideration Retention Purchase 3

4 6 Pillars of People Data Activation Completenes s Governance Learning Synthesis Identity Actionability Recall instantly 100% of people data, 100% of the time across all sources Protect enterprise people data, control where it goes Learn continuously, apply insight, adapt to new experiences Unify and analyze data across screens, silos, and systems Recognize individuals across browsers, devices, and screens Put data intelligence to work and drive measurable ROI 4

5 A next-generation DMP unifies people data across channels, systems & siloes 5

6 Activate the data across every channel in real time Online & Mobile Data Direct Buys 2 nd Party Partner Data Programmatic Buying/Selling Search Campaign & Contextual Data 3 rd Party Data Customization Content/Creative Tag Management Cross-Device CRM/ 6

7 Marketers value their own customers and look for media partners indexing highly against these audiences via DMPs NBCU Vox % Overlap NBCU NYT Meredith NYT Vice Absolute # of Users Meredith Vice Vox Publisher Upside Opportunity

8 A/B testing in subscription marketing situations is a core use case for publishers T Audience Split Audience A Equity Impressions Audience B Control Group Audience C Call To Purchase Impressions Frequency Based Tests Test Media Channels 1 visit 2 visits Subscription Message Test across media execution partners Pay w all 11 visits

9 Audience Extension through programmatic buying maximizes scale and drives > $1 Million per month in new revenue for several publishers Moms in Minnesota Segment Target this audience throughout your entire site Extend this audience across DSPs and Exchanges

10 DMPs fuel lucrative programmatic advertising businesses for the world s leading publishers Private Marketplaces (PMPs) By segmenting audiences with 1 st party data, publishers can generate more demand at higher rates through private deals. 4X, on average. PMPs are evolving and data is the major driver of value. Many clients have >100 private deals live today, with one publisher leading the pack with 900. Safe data sharing for publisher and marketer customers. Demand from Kellogg s, Xaxis, E*TRADE, Live Nation, and many more. 10

11 10X ROI Audience Discovery Predictive Analytics Unknown audiences discovered and converted into knowns, highest-performing segments identified and targeted. New patterns recognized and activated into programmatic advertising exchanges. 11

12 $20M Saved Global Frequency Management Purchase-Based Targeting Optimal frequency range for the right number of touches, reducing wasted media spend, 20% re-allocated to underserved audiences. Targeting via combination of 1st-party CRM data, 2nd-party retail data and 3rd-party purchase data for substantial performance increase. 12

13 14X ROI Data Governance Audience Targeting Member privacy and first-party data (subscriptions and registrations) protected against unauthorized usage. Tailored audience targeting at scale, improved pricing across its direct sales and programmatic channels. 13

14 23X ROI Audience Data Management Instant Lookback Unlimited levels of segmentation of audience data from any source, real-time adjustments, audience discovery. Krux can provide datasets in unlimited variations and in real time, so there s no delay in defining high-value audience segments." Dom Perkins of Time Inc. UK 14

15 Thank you.