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Data Management Platform 24/7 Media Q4 2013

Data Management Platform 24/7 Media Q4 2013. Data Management Platform Defined. Data Management Platform. What It Is. What It Does. Unified platform for digital marketing. Track Your Actions, Act on What You Know.

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Data Management Platform 24/7 Media Q4 2013

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  1. Data Management Platform24/7 MediaQ4 2013

  2. Data Management Platform Defined Data Management Platform What It Is What It Does Unified platform for digital marketing Track Your Actions, Act on What You Know • Integration, storage and management of 1st, 2nd and 3rd party data for on/offline • Creation and management of bespoke audience segments • Comprehensive reporting across disparate digital media channels • Apply the right sets of data in the right context at the right time • Provides actionable insights for current and future campaign planning • Cross channel optimization • Delivers return on ad spend To power new go-to-market models

  3. A Complete View of the User • User interaction data aggregated and stored in the 24/7 DMP • Cookie-level, anonymous • Tracks user interaction with brands and brand messages Tagging & Tracking • Create tags for digital media and user interaction tracking • Log user level data Data Storage • Atomic level user and campaign data • Synchronization with external data feeds User Profile • Comprehensive user level records for full consumer view • One user ID across multiple channels and campaigns

  4. Case Study: Major UK Retailer 5

  5. A Custom DMP Unifies All Data Campaign Data Third Party Data • We are on pace to exceed 650B+ tracked events in 2013 • 35 TB of data and growing Ads < tag> Demographics Purchase Intent A Custom DMP Unifies All Data Interactions • < tag> Geographic Politics Conversions • < tag> Segmentation CPG Transactions Media Channel • < tag> CPG Loyalty Card Auto Affinity Client CRM Data

  6. Collection

  7. Definitions • First Party Data • Client can choose to provide their proprietary customer data. 24/7 Media collects and secures data from the advertiser’s web properties for the purpose of retargeting. All of this data is isolated and protected, and is intended only for use by the specific advertiser. Example: client’s site visits, client’s campaign clickers, viewers etc. • Second Party Data • 2nd party data (also referred to as behavioral data) contains visitor behavior (visits) across multiple websites. The data is generated by utilizing 24/7 technology to capture and understand user behavior across our delivery network. 24/7 uses this data as basis for creating proprietary targeting segments as well as look-alike segments on 1st party data. • Third Party Data • Data collected by companies outside of 24/7 Media around the internet (and sometimes offline) specifically for the purpose of targeting users online. 24/7 DMP provides the proper integration with third party data providers and offers the possibility of both targeting and analytics on those data sources.

  8. Data Collection: Tag Management • For robust reporting three tags must be generated and implemented • Impression Tag – To track delivery • Click Tag – To track clicks • Action Tag – To track actions eg. engagement with video, conversion,etc • These 3 tags allow for full lifecycle reporting: • No Personally Identifiable Information is stored • No IP Address information is stored When a user clicks on the ads our click tag is fired and then redirects the user to the landing page When the user gets to a page that has our action tag implemented this is fired and the user is cookied 1 x 1 Impression Pixel is Fired We store all impressions, clicks and actions in a user’s history and are able to use this rich data for reporting

  9. 1st Party Data Collection • The advertiser’s 1st party data collected via 24/7 tag on the site • The advertiser’s 1st party data is NEVER used for other advertisers or passed to 3rd parties 1st Party Data = Site Behavior, CRM, and registration data Visited ‘Electronics & Accessories’ Section Shopping for Tablets Comparing two specific models 24/7 Media DMP

  10. 2nd Party Data Collection 24/7 Media DMP

  11. Collecting 3rd Party Data While Delivering Media • Simultaneously to logging the impression data to the 24/7 DMP, 24/7 Media calls out to 3rd parties about what they know about this cookie. The third party has NO access to the advertiser’s data. • 24/7 Media stores data attributes for future campaign planning. There are 1000’s of attributes including: • Age, Gender, HHI, Home & Car Ownership, Prizm Segmentation 24/7 Media DMP

  12. 24/7 DMP Enables Cross Channel Reporting and Dynamic Attribution, Audience Deduplication & Discovery • Determine true consumer behavior by analyzing user touch points across multiple channels over extended periods of time a Dynamic Attribution Model • Obtain holistic view of networks and sites for audience de-duplication and true cross-entity reach • Utilize advanced analytics techniques to discover / understand customer audiences Exchange A Network A Network B Visibility into Audience De-Duplication Audience Discovery

  13. 24/7 Data Management Platform Executive Summary • ExecutiveSummary offers a quick top line insights into the campaign performance • The insights are displayed in a neat user friendly interface, customisable DMP Dashboard

  14. Conversion Tracking • In Analytics, path to conversion can be displayed for various channels for analysis

  15. Campaign Performance • In Campaign Performance, periodical results can be displayed for immediate analysis

  16. Questions?

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