Data-Driven Advertising: A Single Source of Truth€¦ · Interest data marketing stack AMAZON...
Transcript of Data-Driven Advertising: A Single Source of Truth€¦ · Interest data marketing stack AMAZON...
![Page 1: Data-Driven Advertising: A Single Source of Truth€¦ · Interest data marketing stack AMAZON MARKETING SERVICES Purchase data marketing stack And Now Marketing Stacks are Taking](https://reader031.fdocuments.in/reader031/viewer/2022011901/5f08a7ef7e708231d4231544/html5/thumbnails/1.jpg)
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Data-Driven Advertising: A Single Source of TruthUdipta Basumatari | Group Director – Advertising Cloud, Performance, SEA
![Page 2: Data-Driven Advertising: A Single Source of Truth€¦ · Interest data marketing stack AMAZON MARKETING SERVICES Purchase data marketing stack And Now Marketing Stacks are Taking](https://reader031.fdocuments.in/reader031/viewer/2022011901/5f08a7ef7e708231d4231544/html5/thumbnails/2.jpg)
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2
A G E N D A The Evolution of Advertising
Vision for Marketers
Extend your Data-Driven Strategies
How do we get there?
A G E N D A
![Page 3: Data-Driven Advertising: A Single Source of Truth€¦ · Interest data marketing stack AMAZON MARKETING SERVICES Purchase data marketing stack And Now Marketing Stacks are Taking](https://reader031.fdocuments.in/reader031/viewer/2022011901/5f08a7ef7e708231d4231544/html5/thumbnails/3.jpg)
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Three Main Topics at Play in Marketing
3
Saving on Media & Production Costs
Realizing Value From Your Data
Owning Technology
![Page 4: Data-Driven Advertising: A Single Source of Truth€¦ · Interest data marketing stack AMAZON MARKETING SERVICES Purchase data marketing stack And Now Marketing Stacks are Taking](https://reader031.fdocuments.in/reader031/viewer/2022011901/5f08a7ef7e708231d4231544/html5/thumbnails/4.jpg)
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
THE
4
Evolution of Adver t i s ing
![Page 5: Data-Driven Advertising: A Single Source of Truth€¦ · Interest data marketing stack AMAZON MARKETING SERVICES Purchase data marketing stack And Now Marketing Stacks are Taking](https://reader031.fdocuments.in/reader031/viewer/2022011901/5f08a7ef7e708231d4231544/html5/thumbnails/5.jpg)
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5
ONE WAY TO CONNECT – DIRECT
AD NETWORKS
SUPPLY-SLIDE PLATFORMS
OPEN AD MARKETPLACES, EXCHANGES
DEMAND-SIDE PLATFORMS
ADOBE EXPERIENCE CLOUD
Trusted and transparent data and content marketing stack
GOOGLE MARKETING SOLUTIONS
Search data marketing stack
FACEBOOK BUSINESS
Interest data marketing stack
AMAZON MARKETING SERVICES
Purchase data marketing stack
In the Beginning…The Ad Networks Join the Party…But Exchanges Steal the Spotlight…And Supply-Side Platforms Arrive for Publishers…While Demand-Side Platforms Align With AdvertisersAnd Now Marketing Stacks are Taking Over the Conversation
ADVERTISERS CONSUMERS
![Page 6: Data-Driven Advertising: A Single Source of Truth€¦ · Interest data marketing stack AMAZON MARKETING SERVICES Purchase data marketing stack And Now Marketing Stacks are Taking](https://reader031.fdocuments.in/reader031/viewer/2022011901/5f08a7ef7e708231d4231544/html5/thumbnails/6.jpg)
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Unified Tech Provides Single Foundation for Data Activation
6
AdvertisingInvestment
MarketingInvestment
CRMInvestment
![Page 7: Data-Driven Advertising: A Single Source of Truth€¦ · Interest data marketing stack AMAZON MARKETING SERVICES Purchase data marketing stack And Now Marketing Stacks are Taking](https://reader031.fdocuments.in/reader031/viewer/2022011901/5f08a7ef7e708231d4231544/html5/thumbnails/7.jpg)
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 7
Vis ion for Marketers
![Page 8: Data-Driven Advertising: A Single Source of Truth€¦ · Interest data marketing stack AMAZON MARKETING SERVICES Purchase data marketing stack And Now Marketing Stacks are Taking](https://reader031.fdocuments.in/reader031/viewer/2022011901/5f08a7ef7e708231d4231544/html5/thumbnails/8.jpg)
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 8
![Page 9: Data-Driven Advertising: A Single Source of Truth€¦ · Interest data marketing stack AMAZON MARKETING SERVICES Purchase data marketing stack And Now Marketing Stacks are Taking](https://reader031.fdocuments.in/reader031/viewer/2022011901/5f08a7ef7e708231d4231544/html5/thumbnails/9.jpg)
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 9
Audience Media Creative
![Page 10: Data-Driven Advertising: A Single Source of Truth€¦ · Interest data marketing stack AMAZON MARKETING SERVICES Purchase data marketing stack And Now Marketing Stacks are Taking](https://reader031.fdocuments.in/reader031/viewer/2022011901/5f08a7ef7e708231d4231544/html5/thumbnails/10.jpg)
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Owned Data and Content are Paramount
10
![Page 11: Data-Driven Advertising: A Single Source of Truth€¦ · Interest data marketing stack AMAZON MARKETING SERVICES Purchase data marketing stack And Now Marketing Stacks are Taking](https://reader031.fdocuments.in/reader031/viewer/2022011901/5f08a7ef7e708231d4231544/html5/thumbnails/11.jpg)
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Full Funnel Personalization
11
AWARENESS
CONSIDERATION
CONVERSION
LOYALTY
Holiday Shoppers
Site Visitors
SG MY Everyone Else
Gold Status Silver Status
Logo Headline (pull from feed)
Image (pull from feed)
Promo Copy (pull from feed)
CTA
One time template definition
![Page 12: Data-Driven Advertising: A Single Source of Truth€¦ · Interest data marketing stack AMAZON MARKETING SERVICES Purchase data marketing stack And Now Marketing Stacks are Taking](https://reader031.fdocuments.in/reader031/viewer/2022011901/5f08a7ef7e708231d4231544/html5/thumbnails/12.jpg)
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Deliver Relevant & Personalized Experiences Across the Customer Journey
12
AWARENESS
CONSIDERATION
CONVERSION
LOYALTY
• Category/Site Targeting
• Premium Audiences (On Demand, PMP)
• DMP Segments (1st, 2nd, 3rd party data)
• Converter Look-alike Targeting
• Site/Abandoner Retargeting
• Product Retargeting (Feed-driven DCO)*
• Loyalty Offers (Cross sell, Upsell) with DCO*
• 3rd Party Data (Demos, In-Market, Lifestyle)
![Page 13: Data-Driven Advertising: A Single Source of Truth€¦ · Interest data marketing stack AMAZON MARKETING SERVICES Purchase data marketing stack And Now Marketing Stacks are Taking](https://reader031.fdocuments.in/reader031/viewer/2022011901/5f08a7ef7e708231d4231544/html5/thumbnails/13.jpg)
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
EXTEND YOUR
13
Data-Dr iven Strategies
![Page 14: Data-Driven Advertising: A Single Source of Truth€¦ · Interest data marketing stack AMAZON MARKETING SERVICES Purchase data marketing stack And Now Marketing Stacks are Taking](https://reader031.fdocuments.in/reader031/viewer/2022011901/5f08a7ef7e708231d4231544/html5/thumbnails/14.jpg)
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 14
5 KEY
Characteristicsof
Data-Driven
Strategy
• What proprietary and first-party
data should mean to a brand
• Data & creative
• Leading and lagging indicators
• Transparency & control
• Leverage your most
valuable asset
![Page 15: Data-Driven Advertising: A Single Source of Truth€¦ · Interest data marketing stack AMAZON MARKETING SERVICES Purchase data marketing stack And Now Marketing Stacks are Taking](https://reader031.fdocuments.in/reader031/viewer/2022011901/5f08a7ef7e708231d4231544/html5/thumbnails/15.jpg)
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 15
Merged Data+
Channels=
A Single View of Consumers
Omni-Channel Interactions
Customer Attitudes, Desires, and Preferences
Data & Demographic Insights About Similar
Customers
Account & Product Data
Historical Transaction Data
Purchase History
Consumer
![Page 16: Data-Driven Advertising: A Single Source of Truth€¦ · Interest data marketing stack AMAZON MARKETING SERVICES Purchase data marketing stack And Now Marketing Stacks are Taking](https://reader031.fdocuments.in/reader031/viewer/2022011901/5f08a7ef7e708231d4231544/html5/thumbnails/16.jpg)
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 16
Creative Data
&
![Page 17: Data-Driven Advertising: A Single Source of Truth€¦ · Interest data marketing stack AMAZON MARKETING SERVICES Purchase data marketing stack And Now Marketing Stacks are Taking](https://reader031.fdocuments.in/reader031/viewer/2022011901/5f08a7ef7e708231d4231544/html5/thumbnails/17.jpg)
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Leading and Lagging Indicators
17
MEASUREMENT TOOLS
Day-to-Day
Impression Quality
Leading Indicator
Surveys
Lagging Indicator
Tune-In
![Page 18: Data-Driven Advertising: A Single Source of Truth€¦ · Interest data marketing stack AMAZON MARKETING SERVICES Purchase data marketing stack And Now Marketing Stacks are Taking](https://reader031.fdocuments.in/reader031/viewer/2022011901/5f08a7ef7e708231d4231544/html5/thumbnails/18.jpg)
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 18
Business Objectives
Working Model
Strategy
Accountability
![Page 19: Data-Driven Advertising: A Single Source of Truth€¦ · Interest data marketing stack AMAZON MARKETING SERVICES Purchase data marketing stack And Now Marketing Stacks are Taking](https://reader031.fdocuments.in/reader031/viewer/2022011901/5f08a7ef7e708231d4231544/html5/thumbnails/19.jpg)
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Leverage Your Most Valuable Asset
19
0 1
0 0 1 0
1 1 1 0 1 1
0
0 0 1 0
1 0 1 1 0 1
0 0 1 0
1 1 1 0 1 1
0
0 0 1 0
1 0 1 1 0 1
0 0 1 01 1 1
0 1 1 0
0 0 1 0 1 0
1 1 0 1
1 0 1 1 0 1
0 0 1 0
![Page 20: Data-Driven Advertising: A Single Source of Truth€¦ · Interest data marketing stack AMAZON MARKETING SERVICES Purchase data marketing stack And Now Marketing Stacks are Taking](https://reader031.fdocuments.in/reader031/viewer/2022011901/5f08a7ef7e708231d4231544/html5/thumbnails/20.jpg)
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 20
How do we get there?
![Page 21: Data-Driven Advertising: A Single Source of Truth€¦ · Interest data marketing stack AMAZON MARKETING SERVICES Purchase data marketing stack And Now Marketing Stacks are Taking](https://reader031.fdocuments.in/reader031/viewer/2022011901/5f08a7ef7e708231d4231544/html5/thumbnails/21.jpg)
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 21
Incremental ReachMaximize reach
by suppressing existing consumers
Relevant MessagingKeep awareness high with relevant messaging across digital & social channels
Audience Segmentation
Deliver relevant offers and creative to loyalist, lapsed
and new user cohorts
![Page 22: Data-Driven Advertising: A Single Source of Truth€¦ · Interest data marketing stack AMAZON MARKETING SERVICES Purchase data marketing stack And Now Marketing Stacks are Taking](https://reader031.fdocuments.in/reader031/viewer/2022011901/5f08a7ef7e708231d4231544/html5/thumbnails/22.jpg)
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Unite Pre-Visit and Post-Visit Data
22
![Page 23: Data-Driven Advertising: A Single Source of Truth€¦ · Interest data marketing stack AMAZON MARKETING SERVICES Purchase data marketing stack And Now Marketing Stacks are Taking](https://reader031.fdocuments.in/reader031/viewer/2022011901/5f08a7ef7e708231d4231544/html5/thumbnails/23.jpg)
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Data Becomes the Skeleton with the Muscle
of Paid/Owned/Earned
23
![Page 24: Data-Driven Advertising: A Single Source of Truth€¦ · Interest data marketing stack AMAZON MARKETING SERVICES Purchase data marketing stack And Now Marketing Stacks are Taking](https://reader031.fdocuments.in/reader031/viewer/2022011901/5f08a7ef7e708231d4231544/html5/thumbnails/24.jpg)
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Being a Data-Driven Marketer Means You Will Be:
24
Saving on Media & Production Costs
Realizing Value From Your Data
Owning Technology
![Page 25: Data-Driven Advertising: A Single Source of Truth€¦ · Interest data marketing stack AMAZON MARKETING SERVICES Purchase data marketing stack And Now Marketing Stacks are Taking](https://reader031.fdocuments.in/reader031/viewer/2022011901/5f08a7ef7e708231d4231544/html5/thumbnails/25.jpg)