Data Management Platform - PowerPoint Presentation

Slide1

Data Management Platform

24/7 Media

Q4 2013Slide2

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 planningCross channel optimizationDelivers return on ad spend

To power new go-to-market models

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A Complete View of the User

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User Profile

Comprehensive user level records for full consumer view

One user ID across multiple channels and campaigns

Data Storage

Atomic level user

and

campaign data

Synchronization with

external data

feeds

Tagging & TrackingCreate tags for digital media and user interaction trackingLog user level dataUser interaction data aggregated and stored in the 24/7 DMPCookie-level, anonymousTracks user interaction with brands and brand messagesSlide4

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Case Study: Major UK Retailer

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Goals

Generate traffic

and

drive

online

sales on the retailer’s UK website

Run a cost effective RTB campaign

on Trader’s extensive inventory to achieve CPA goalsApproachTarget UK consumers on relevant lifestyle, sports and news channels

Tag all pages on the advertiser site to follow the user path to conversion

Retarget of users who have been to the site but not bought a product

Results

More than 6,089 sales have been generated

in 9 months

£54K spent on Trader have brought £500k revenue to the advertiser

For every pound spent Trader brought over £9 in revenueSlide6

A Custom DMP Unifies All Data

Campaign Data

Ads

< tag>

Interactions

< tag

>

Conversions

< tag

>

Media Channel

< tag

>

Client CRM Data

Segmentation

Demographics

Purchase Intent

Geographic

Politics

Auto

Affinity

CPG Transactions

CPG Loyalty Card

Third Party Data

A Custom DMP Unifies All Data

We

are on pace to exceed 650B+ tracked events in 2013

35

TB

of data and

growingSlide7

CollectionSlide8

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 Data2nd 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 DataData 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.

Definitions8Slide9

Data Collection: Tag Management

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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

:

1 x 1 Impression Pixel is Fired

When the user gets to a page that has our action tag implemented this is fired and the user is cookied

We store all impressions, clicks and actions in a user’s history and are able to use this rich data for 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 pageSlide10

24/7 Media DMP

The advertiser’s 1

st

party data collected via 24/7 tag on the site

The advertiser’s 1

st

party data is NEVER used for other advertisers or passed to 3rd parties 1st Party Data Collection10

1st Party Data = Site Behavior, CRM, and registration data

Shopping for Tablets

Comparing two specific models

Visited ‘Electronics & Accessories’ SectionSlide11

24/7 Media DMP

2

nd

Party Data Collection

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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

Collecting 3rd Party Data

While Delivering

Media

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a

Dynamic Attribution Model

Obtain holistic view of networks and sites for audience de-duplication and true cross-entity reach

Exchange

A

Network

A

Network

B

Visibility into Audience De-Duplication

Audience Discovery

Utilize advanced

analytics

techniques to

discover / understand

customer audiences

Determine true consumer behavior by analyzing user touch points across multiple channels over extended periods of time

24/7 DMP Enables Cross Channel Reporting and Dynamic Attribution, Audience

Deduplication

& Discovery

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24/7

Data Management

Platform

Executive Summary

Executive

Summary

offers a quick top line insights into the campaign performance

The insights are displayed in a neat user friendly interface, customisable

DMP DashboardSlide15

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Conversion Tracking

In

Analytics

, path to conversion can be displayed for various channels for analysisSlide16

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Campaign Performance

In

Campaign Performance

, periodical results can be displayed for immediate

analysisSlide17

Questions?

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