THE 5 KEYS TO CONNECTING WITH REAL PEOPLE

Transcription

1 THE 5 KEYS TO CONNECTING WITH REAL PEOPLE DMA WEBINAR PRESENTED BY RAJU MALHOTRA, SVP OF PRODUCTS OCTOBER 28, , Conversant, LLC. All rights reserved.

2 AGENDA Opportunity for Marketers The 5 Keys for an Integrated Approach Results from a Multichannel Retailer

3 CONNECTING WITH REAL PEOPLE IS GETTING MORE DIFFICULT DATABASE MARKETING EARLY ONLINE PRESENT DAY z SITE/VISIT SEARCH DISPLAY DIRECT MAIL CATALOG PHONE LOYALTY SITE/VISIT SOCIAL MOBILE VIDEO

4 RELATIONSHIPS WITH CONSUMERS ARE GETTING MORE COMPLEX CROSS-DEVICE CROSS-MEDIA CROSS-CHANNEL TODAY S CONSUMER z

5 CONNECTING WITH REAL PEOPLE WITH PRECISION AND SCALE PRECISION PRECISION + SCALE SCALE

6 CONNECTING WITH REAL PEOPLE WITH PRECISION AND SCALE PRECISION PRECISION + SCALE SCALE

7 ONE VIEW OF THE CONSUMER VIDEO SITE/VISIT PRIVATE LABEL CREDIT CARDS DISPLAY MOBILE DIRECT MAIL SOCIAL

8 ON A SCALE OF 1-5: HOW WELL ARE YOU GETTING ONE VIEW OF YOUR CONSUMERS ACROSS CHANNELS?

9 COMMON APPROACH THE DANGERS OF A FRAGMENTED VIEW o Don t provide one view of each consumer COMMON PROFILE POOL o o Don t take offline & online CRM data The data is un-actionable DATA ONBOARDER DMP PROFILES DSP PROFILES o Can t control the chain of custody

10 THE 5 KEYS TO CONNECTING WITH REAL PEOPLE 1. RECOGNITION 5. PRIVACY 2. REACH 4. PERSISTENCE 3. ACCURACY

11 RECOGNITION KNOW WHO YOU RE TALKING TO THE IDEAL METHOD HELPS YOU: NEWS o Connect all devices to a known person (anonymously) SOCIAL SHOPPING o Understand which device is most important at a given time o Keep the message consistent by matching at the individual level MORNING NOON EVENING RECOGNITION

12 WHICH METHOD DO YOU USE? 3 METHODS o o o Probabilistic Matching Deterministic Perfect Knowledge Deterministic Transaction-based RECOGNITION

13 WHICH MATCHING METHOD DO YOU USE? 1. Probabilistic Matching 2. Deterministic Perfect Knowledge 3. Deterministic Transaction-based 4. None / Do Not Know

14 REACH RIGHT DATA WITH SCALE direct publisher integrations across video, mobile, social & display online interactions every second persistent recognition and understanding of individuals REACH

15 ACCURACY COMMON MISTAKES Matching only with addresses A match pool that s too small Matching with third-party cookies ACCURACY

16 ACCURACY CLOSE THE LOOP daily online and offline purchases match with every transaction rolling website activity HIGHEST QUALITY NAMES AND ADDRESSES interactions across network publishers ACCURACY

17 PERSISTENCE DON T RELY ON PERISHABLE DATA Cross-Device Deleted Dele-leDevice eted cookies Cross-Media New h-hmedia home address Lost, Transactions broken & replaced devices Behavior Behavio-o-oChannel Cross-Channel that isn't compatible with cookie tracking PERSISTENCE

18 PERSISTENCE DON T RELY ON PERISHABLE DATA Cross-Device Deleted Dele-leDevice eted cookies Cross-Media New h-hmedia home address Lost, Transactions broken & replaced devices Behavior Behavio-o-oChannel Cross-Channel that isn't compatible with cookie tracking PERSISTENCE

19 ONGOING, MEANINGFUL CONVERSATIONS CALIBRATED IN REAL-TIME OVER A LONG TIME 6am 12pm 6pm PERSISTENCE

20 PRIVACY SAFELY REACH ACROSS NETWORKS Anonymous, non-pii Certified privacy professionals Logical separation of data Digital Advertising Alliance s AdChoices program PRIVACY

21 APPROACH COMPARISON THE 5 KEYS PERFECT KNOWLEDGE PROBABILISTIC MATCHING TRANSACTION-BASED MATCHING RECOGNITION REACH ACCURACY PERSISTENCE PRIVACY FRAGMENTED INTEGRATED LEGEND: LOW MEDIUM HIGH

22 CASE STUDY MAINTAINING CHAIN OF CUSTODY 12M RECOGNITION 12 Month Buyers FRAGMENTED Solution 45% Matched = 5.4M INTEGRATED Solution 73% Matched = 8.8M REACH Past 90 Days ACCURACY Verified Individuals 55% = 3.0M 60% = 1.8M 66% = 5.8M 95% = 5.5M 8x AUDIENCE PRIVACY Long-term Protection No guarantee Maintain an opt-out PERSISTENCE 365 Day Retention 32% = 570K 80% = 4.4M

23 APPROACH COMPARISON THE 5 KEYS RECOGNITION REACH ACCURACY PERSISTENCE PRIVACY FRAGMENTED SOLUTION Only offers a segment-level view of consumers Only reaches consumers as they interact in one place Low accuracy rates due to matching with cookies Cold, inactionable profiles that don t update No guarantee of long-term privacy INTEGRATED SOLUTION Recognizes consumers at the personal level Reaches consumers at the person level Verifies accuracy with actual consumer purchases Profiles update continually as consumers take more actions online and off Maintains an opt-out over long periods of time PRIVACY

24 INTEGRATED AND PERSISTENT PROFILE FOR EACH CONSUMER CROSS-DEVICE CROSS-MEDIA CROSS-CHANNEL ONE VIEW Smartphones Tablets Desktops Wearables Smart TVs Mobile Ads Display Video Social Store Call Center App Website Mail z

25 CONNECTING WITH REAL PEOPLE IS A START

26 PERSONALIZATION STARTS WITH HAVING ONE VIEW OF CONSUMERS VIDEO SITE/VISIT DISPLAY MOBILE PRIVATE LABEL CREDIT CARDS DIRECT MAIL SOCIAL RECOGNITION INDIVIDUALIZED DECISIONING MEASUREMENT & REACH PROFILES & DELIVERY & INSIGHTS

27 THE 5 KEYS TO CONNECTING WITH REAL PEOPLE 1. RECOGNITION 5. PRIVACY 2. REACH 4. PERSISTENCE 3. ACCURACY

28 DOWNLOAD THE 5 KEYS GUIDE: GO.CONVERSANTMEDIA.COM/5KEYSDMA

29 THANK YOU

30 30 Q&A