Published on March 4, 2014
Data Management Platforms 2014 Overview
data management platforms an overview © 2014
overview • Data Partners 1st Party 2nd Party 3rd Party Data Normalization © 2014
overview Online / Offline Search Web Web Social Social Mobile Mobile © 2014 Structured & Unstructured Search Online / Offline •
overview Audience Data Web Analytics App Analytics Elements • CRM POS Video Social Purchase Data © 2014
overview • Methodology Declared © 2014 Inferred Modeled
overview • CRM Data • Decorated • Anonymized • Actionable CRM Onboarding Cookies [Identifier] 1st Party Segments Offline Purchase History © 2014 Demographics Browser & Contextual Intent
overview • Why a DMP? Who is my audience? • Research & Insight © 2014 How do I target them? • Targeted Media Buys Afterwards, did it work? • Attribution
market Landscape competitive positioning © 2014
landscape • Why use a DMP? Align Media Companies’ Interests Manage & Optimize Cross-Channel Big Data Informs Business Decisions Preserve Privacy & Ensure Security © 2014
landscape • DMP Evaluation Criteria • • • • • • • © 2014 DMP Data Provider Partnerships Data Collection & Normalization Processes Segmentation & User Profile Management Audience Data Syndication Reporting & Analytics User Interface Client Services
landscape • Market Landscape Competition High Scale & Depth of Dataset Low Low © 2014 Profiling Ability (# of Segments) High
landscape • Cover Complete Customer Life-Cycle • Market Leader: End-to-End Marketing with Adobe Marketing Suite Life-Cycle Analytics TagManager AudienceManager Marketing Suite Efficient Frontier © 2014
landscape • Market Opportunities Trends Mobile • 1st & 3rd Party Data Sources • Access to data, insights & reporting Complete Coverage of Customer Life-Cycle • Horizontal Development to create an end-to-end, one-stop shop for Marketers Offline Data • Additional offline data will allow for more complete profiles. © 2014
mobile opportunity © 2014
mobile • channel growth © 2014
mobile • Percentage of Mobile Website Traffic channel growth © 2014
mobile Mobile Cookies • • • • • cookie depreciation iOS Default Settings Block 3rd Party Cookies Android Accepts 3rd Party Cookies All Platforms Clear Cookies in Cache on App Close or Phone Reset Cookies are Siloed; Inaccessible by other applications and browsers Mobile Cookie Performance [H1 2013] • • © 2014 67% of ads served on Safari browser were served with no cookie match • 66% of mobile impressions served overall. 41% of total mobile impressions served without cookies • Compared to 10% cookieless on desktop
mobile ID is Key • • device ID Static Identifier • Android: Android ID • Static (Depreciates ~2 Years) • iOS: Identifier for Advertisers (IDFA) • Consumer Controlled (Default: Open) Device Fingerprinting • • © 2014 A technique, which uses browser environment characteristics, like installed fonts, installed plugins, screen resolution, to generate an unique devicespecific fingerprint. Example Data Points: • Country Code • Device Brand • Device Model • Device Carrier • IP Address • Language • OS Name • OS Version • User Agent • Timestamp
mobile Mobile Browsers: One Step Removed [Accessing Device ID] • mobile browsers OS App Data OS Browser Web [App] © 2014 Data
mobile Mobile Data: Opportunity [Exposed in Bid Request (BR) or Example Companies] data Operating System (BR) i.e. iOS, Android Device Hardware (BR) i.e. iPhone, iPad, etc. Contextual Elements • (BR) i.e. App Name & iAB Category Language (BR; Limited to Browser) Current Geolocation (BR; Avail.) Geo Coordinates Retargeting Location Based Profile User Profiles CRM App Analytics © 2014
mobile • Mobile Publishers: Pain Points developers Publisher Spends time and money building applications. Lose-Lose • Advertiser does not meet campaign KPI. • Publisher yields low revenue. © 2014 Monetization Deploys applications on the market. Monetizes through advertisements. Inventory Huge supply results in bids for irrelevant impressions. Networks Lower eCPMs and CTRs than any other ad channel. Targeting Advertiser cannot discover desired audience due to lack of data on mobile.
mobile • channel overview Siloed Audience Targeting Data Nominal Conversion Rates •No standardized or accepted means of cross-channel attribution. Advertisers Missing KPIs per Campaign •Or unable to measure results and attribute revenues to investments. Minimized Spend •While total investment in mobile search, display, video, and social grows, CPM costs are nominal. Publisher’s Potential Revenue Limited © 2014
mobile • remaining hurdles ARPU • 35.8% Projected Growth in 2014 © 2014 Ad Units • IAB Rising Star Ad Units Data • DMP’s Opportunity
mobile • Advertisers are Dependent data management © 2014
mobile • Advertisers are Dependent data management © 2014
mobile Advertisers are Dependent […and Motivated] • data management © 2014
strategy implementation © 2014
strategy • Minimize Market Education shift budgets Avoid • Hiring • Training Extend Desktop Budgets • © 2014 Cross-Device
strategy • Overdue-Shift of Revenue for Publishers mobile monetization Mobile Monetization • Initial Targeting Data • Cross-Channel Attribution Models • Impressions are not enough, data is a valuable asset currently unleveraged by majority of mobile publishers/developers • Opportunity with mid-tier and long-tail Mobile Analytics & Insights • Limited options outside of analytics to understand mobile consumer demographics. • Data visualization tool; used for ad operations, sales, marketing, analytics and research Consumer Purchase Decision • Visualize customer’s location in the conversion funnel © 2014 Keith Petri, 2013
Questions / Comments @KeithEPetri www.KeithPetri.com
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