Not completely in FPP but good stuff anyway Inference when considering two populations.
What Is That DMP Good For, Anyway?
-
Upload
mediapost -
Category
Presentations & Public Speaking
-
view
164 -
download
0
Transcript of What Is That DMP Good For, Anyway?
![Page 1: What Is That DMP Good For, Anyway?](https://reader036.fdocuments.in/reader036/viewer/2022062503/58d15a621a28ab41128b6a35/html5/thumbnails/1.jpg)
2015 Lenovo Internal. All rights reserved.
DMP – Securing Your Future Gary Milner,Global Director, Digital Marketing,Lenovo
![Page 2: What Is That DMP Good For, Anyway?](https://reader036.fdocuments.in/reader036/viewer/2022062503/58d15a621a28ab41128b6a35/html5/thumbnails/2.jpg)
2
C 18000 BCE C2400 BCE• Humans use tally sticks to record data
for the first time. These are used to track trading activity and record inventory.
• The abacus is developed, and the first libraries are built in Babylonia
![Page 3: What Is That DMP Good For, Anyway?](https://reader036.fdocuments.in/reader036/viewer/2022062503/58d15a621a28ab41128b6a35/html5/thumbnails/3.jpg)
3
300 BCE – 48AD 100-200AD• The Library of Alexandria is the
world’s largest data storage center – until it is destroyed by the Romans
• The Antikythera Mechanism – the first mechanical computer – is developed in Greece
![Page 4: What Is That DMP Good For, Anyway?](https://reader036.fdocuments.in/reader036/viewer/2022062503/58d15a621a28ab41128b6a35/html5/thumbnails/4.jpg)
4
1661 1881• John Graunt conducts the first
recorded statistical-analysis experiments in an attempt to curb the spread of the bubonic plague in Europe
• Herman Hollerith creates the Hollerith Tabulating Machine which uses punch cards to vastly reduce the workload of the US Census.
![Page 5: What Is That DMP Good For, Anyway?](https://reader036.fdocuments.in/reader036/viewer/2022062503/58d15a621a28ab41128b6a35/html5/thumbnails/5.jpg)
52016 Lenovo Internal. All rights reserved.
1926 1928• Nikola Tesla predicts that in the future,
a man will be able to access and analyze vast amounts of data using a device small enough to fit in his pocket.
• Fritz Pfleumer creates a method of storing data magnetically, which forms basis of modern digital data storage technology
![Page 6: What Is That DMP Good For, Anyway?](https://reader036.fdocuments.in/reader036/viewer/2022062503/58d15a621a28ab41128b6a35/html5/thumbnails/6.jpg)
62016 Lenovo Internal. All rights reserved.
1958 1989• Hans Peter Luhn defines Business
Intelligence as “the ability to apprehend the interrelationships of presented facts in such a way as to guide action towards a desired goal.” action towards a desired goal.”
• Early use of term Big Data in magazine article by fiction author Erik Larson – commenting on advertisers’ use of data to target customers.
![Page 7: What Is That DMP Good For, Anyway?](https://reader036.fdocuments.in/reader036/viewer/2022062503/58d15a621a28ab41128b6a35/html5/thumbnails/7.jpg)
7
1996-7 2010 and 2015
• The price of digital storage falls to the point where it is more cost-effective than paper
• Google launch their search engine which will quickly become the most popular in the world.
• Michael Lesk estimates the digital universe is increasing tenfold in size every year
• Eric Schmidt, executive chairman of Google, tells a conference that as much data is now being created every two days, as was created from the beginning of human civilization to the year 2003.
• The data volumes are exploding, more data has been created in the past two years than in the entire previous history of the human race.
![Page 8: What Is That DMP Good For, Anyway?](https://reader036.fdocuments.in/reader036/viewer/2022062503/58d15a621a28ab41128b6a35/html5/thumbnails/8.jpg)
8
Data is the new oil — and the question is who’s going to own it?” – Jackson Bond, Founder of German Start-up Relayr
![Page 9: What Is That DMP Good For, Anyway?](https://reader036.fdocuments.in/reader036/viewer/2022062503/58d15a621a28ab41128b6a35/html5/thumbnails/9.jpg)
92016 Lenovo Internal. All rights reserved.
![Page 10: What Is That DMP Good For, Anyway?](https://reader036.fdocuments.in/reader036/viewer/2022062503/58d15a621a28ab41128b6a35/html5/thumbnails/10.jpg)
10
![Page 11: What Is That DMP Good For, Anyway?](https://reader036.fdocuments.in/reader036/viewer/2022062503/58d15a621a28ab41128b6a35/html5/thumbnails/11.jpg)
11
![Page 12: What Is That DMP Good For, Anyway?](https://reader036.fdocuments.in/reader036/viewer/2022062503/58d15a621a28ab41128b6a35/html5/thumbnails/12.jpg)
12
![Page 13: What Is That DMP Good For, Anyway?](https://reader036.fdocuments.in/reader036/viewer/2022062503/58d15a621a28ab41128b6a35/html5/thumbnails/13.jpg)
132016 Lenovo Internal. All rights reserved.
DATA AND AI = REAL TIME MARKETING
![Page 14: What Is That DMP Good For, Anyway?](https://reader036.fdocuments.in/reader036/viewer/2022062503/58d15a621a28ab41128b6a35/html5/thumbnails/14.jpg)
142016 Lenovo Internal. All rights reserved.
Marketing Challenge – Each System Has Own Audience
![Page 15: What Is That DMP Good For, Anyway?](https://reader036.fdocuments.in/reader036/viewer/2022062503/58d15a621a28ab41128b6a35/html5/thumbnails/15.jpg)
15
Lenovo Tech Stack _Drive Simplicity
Ad Serving & TrackingAnalytics
Audience Data
Management
Creative Management
& Deployment
Programmatic Media Buying
Programmatic Search Buying
Data Infrastructure Media Buying Platforms
Search/Video/Social/Display/Native/TV
Focus Areas For Marketing
![Page 16: What Is That DMP Good For, Anyway?](https://reader036.fdocuments.in/reader036/viewer/2022062503/58d15a621a28ab41128b6a35/html5/thumbnails/16.jpg)
16
Click icon to create chart
2016 Lenovo Internal. All rights reserved.
Solve For These Challenges With A DMP
![Page 17: What Is That DMP Good For, Anyway?](https://reader036.fdocuments.in/reader036/viewer/2022062503/58d15a621a28ab41128b6a35/html5/thumbnails/17.jpg)
17
Click icon to create chart
2016 Lenovo Internal. All rights reserved.
What Is A DMP?
![Page 18: What Is That DMP Good For, Anyway?](https://reader036.fdocuments.in/reader036/viewer/2022062503/58d15a621a28ab41128b6a35/html5/thumbnails/18.jpg)
182016 Lenovo Internal. All rights reserved.
Collecting Your Data
![Page 19: What Is That DMP Good For, Anyway?](https://reader036.fdocuments.in/reader036/viewer/2022062503/58d15a621a28ab41128b6a35/html5/thumbnails/19.jpg)
19
Lenovo DMP
Powerful integration and activation with the Adobe Marketing Cloud
Manage identity across datapoints = target people, notscreens
Define, manage, and syndicate high value audiences across your marketing and adtech platforms
Leader in the DMP space
Adobe Audience Manager
![Page 20: What Is That DMP Good For, Anyway?](https://reader036.fdocuments.in/reader036/viewer/2022062503/58d15a621a28ab41128b6a35/html5/thumbnails/20.jpg)
20
Understanding Data Types – Lenovo Data in DMP (1st party)
![Page 21: What Is That DMP Good For, Anyway?](https://reader036.fdocuments.in/reader036/viewer/2022062503/58d15a621a28ab41128b6a35/html5/thumbnails/21.jpg)
21
Foundational Use Examples - Suppression
Facebook/Social visitorsremoved from display/video plan
Remove all lenovo.com visitors frommedia execution = nett new strategy
Designated consumer/smb visitorsfrom lenovo.com removed from each respective media
![Page 22: What Is That DMP Good For, Anyway?](https://reader036.fdocuments.in/reader036/viewer/2022062503/58d15a621a28ab41128b6a35/html5/thumbnails/22.jpg)
22
Foundational Use Examples – New Audience/Product
New Product Launch - existing visitors to .com not key target audience - build lookalike models from media traffic only and push back to DSP.
![Page 23: What Is That DMP Good For, Anyway?](https://reader036.fdocuments.in/reader036/viewer/2022062503/58d15a621a28ab41128b6a35/html5/thumbnails/23.jpg)
23
Algorithmic Segment Marketing
Building Segments composed of Site data, 3rd party data, and CRM data and activating those in Paid Media Channels - Excluding Lenovo Corporate Ips
- Building mutually exclusive SMB/Consumer segments based on 3rd party company size data excluding offline purchases
Leveraging Audience Manager segments ported to Adobe DCO for Dynamic Creative Offers
Onboarding algorithmic segments and activating in Paid Media Channels -Algorithmic “high value” customer segments based on clickstream data are being activated in paid media. Significant efficiency lift over standard retargeting proven in North America
![Page 24: What Is That DMP Good For, Anyway?](https://reader036.fdocuments.in/reader036/viewer/2022062503/58d15a621a28ab41128b6a35/html5/thumbnails/24.jpg)
242016 Lenovo Internal. All rights reserved.
![Page 25: What Is That DMP Good For, Anyway?](https://reader036.fdocuments.in/reader036/viewer/2022062503/58d15a621a28ab41128b6a35/html5/thumbnails/25.jpg)
25
Algorithmic Segment Marketing
![Page 26: What Is That DMP Good For, Anyway?](https://reader036.fdocuments.in/reader036/viewer/2022062503/58d15a621a28ab41128b6a35/html5/thumbnails/26.jpg)
26
Pillars Of Operational Success• OPERATON EXCEL
GROWDEMAND
CONVERTDEMAND
ENGAGECUSTOMER
OPERATION EXELLENCE
![Page 27: What Is That DMP Good For, Anyway?](https://reader036.fdocuments.in/reader036/viewer/2022062503/58d15a621a28ab41128b6a35/html5/thumbnails/27.jpg)
27
Pillars Of Operational Success• OPERATON EXCEL
GROWDEMAND
CONVERTDEMAND
ENGAGECUSTOMER
OPERATION EXELLENCE
New EngagersNew SMB audiencesDMP global use
Content optimization to drive researchers to considers
Data Driven testing
Drive StandardsCommunityConsistent Knowledge Base Improve data quality
LFV uplift from e-support through
retargetMobile segments in
DMP
![Page 28: What Is That DMP Good For, Anyway?](https://reader036.fdocuments.in/reader036/viewer/2022062503/58d15a621a28ab41128b6a35/html5/thumbnails/28.jpg)
28
Issues We have Had
Communications Across GeosClarity over what is in databaseWhat worked /didn’t
User access globally needs well definedNeed country and agency data isolation
Too many agencies in one geo with multi DSPSegment pollution
![Page 29: What Is That DMP Good For, Anyway?](https://reader036.fdocuments.in/reader036/viewer/2022062503/58d15a621a28ab41128b6a35/html5/thumbnails/29.jpg)
29
Data
“AI IS THE NEXT WAVE OF MARKETING”
DMP WILL BE AN ENABLER
![Page 30: What Is That DMP Good For, Anyway?](https://reader036.fdocuments.in/reader036/viewer/2022062503/58d15a621a28ab41128b6a35/html5/thumbnails/30.jpg)
2016 Lenovo Internal. All rights reserved.
Appendix
![Page 31: What Is That DMP Good For, Anyway?](https://reader036.fdocuments.in/reader036/viewer/2022062503/58d15a621a28ab41128b6a35/html5/thumbnails/31.jpg)
31
Have Had
![Page 32: What Is That DMP Good For, Anyway?](https://reader036.fdocuments.in/reader036/viewer/2022062503/58d15a621a28ab41128b6a35/html5/thumbnails/32.jpg)
32
Use Cases • Audience Prospecting “I want to find more people like my high value customers”
– Creating valuable audience profiles that can quickly be grown requires rich 1st party data that can be amplified with look-alike modeling and the purchase of 3rd party data- Analytics – collects rich behavioral first party data to identify high-value- Audience Manager – allows you to combine your data sources in one place and create
customer profiles based on specific attributes and make your site more productive
• Audience Intelligence “I want to discover and grow audiences through engagement, advertising and subscriptions.”
– I don’t know enough about my existing and potential audience to meet monetization and engagement goals and I can’t see audiences beyond basic attributes
• Connected Experience “I want to give customers a continuous experience across devices”
– Create, manage and deliver connected experiences across channels, devices, touch points, including online and offline interactions.
![Page 33: What Is That DMP Good For, Anyway?](https://reader036.fdocuments.in/reader036/viewer/2022062503/58d15a621a28ab41128b6a35/html5/thumbnails/33.jpg)
33
Marketing Tech Stack
Principal Partners
Core Media Supported
Private Markets
Verification and Measurement
Primary Secondary
+
![Page 34: What Is That DMP Good For, Anyway?](https://reader036.fdocuments.in/reader036/viewer/2022062503/58d15a621a28ab41128b6a35/html5/thumbnails/34.jpg)
34
Why Adobe?• Technology/Fees
– Integrated marketing stack (media to site)– Better data matching (DMP to media buying)– Vendor Agnostic integrations (independent)– Lower fees
• Media Availability– Support Social Buying – Don’t own media inventory so less platform bias
• Training and Support– Dedicated training academy
• Safety– Fraud Guarantee @3%
2017 Gartner Research"Magic Quadrant for Digital Marketing Hubs"