Yasmin Porter (DataXu): How To Activate Your Data In A Cross Device World @mmsmobile2017
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This document discusses the challenges that marketers face in activating their first-party data across devices in real time. It notes that first-party data volumes are often limited, transfers between platforms can be slow leading to inaccurate frequency management and missed opportunities, and multiple proprietary IDs make it difficult to activate data everywhere. The document then presents a data activation process involving ingesting, amplifying, activating, and measuring audiences across devices in real time. It provides considerations for a successful data activation solution, including data ingestion, audience amplification and modelling, cross-device reach and frequency capping, real-time audience activation, and unified measurement and insights.
Yasmin Porter (DataXu): How To Activate Your Data In A Cross Device World @mmsmobile2017
- 1. How to activate your data in a cross- device world Yasmin Porter, Associate Sales Director, UK DataXu 1
- 2. Migration of The Brand’s Challenge Confidential 2 Morning Afternoon Evening Sports Health Sports News
- 3. Data Activation Challenge: Leading With Data Confidential 3
- 4. 01 02 03 04 05 I have a DMP I have a DMP and a preferred DSP I am aware of the 1st party data I have available across my business Show of hands… 4 I already activate my data across devices, in real time My DSP(s) are channel-specific
- 6. The Data Activation Challenge 6 Scale Latency Transferability Accuracy 1st party data volume is often limited Slow transfers between platforms lead to inaccurate frequency management and missed opportunities Multiple and proprietary IDs make it difficult to activate 1st party data everywhere a marketer wants to use it Consumer profiles are often inaccurate and incomplete
- 7. Confidential 7 Ingestion Amplification Activation Measurement Ingest and unify your web, app, CRM, device ID and custom data Amplify unique segments with real- time lookalike modelling and cross- device activation Activate audiences across all devices in real time with controlled frequency Measure success using robust data analytics and cross- device insights The Data Activation Process Ingest, amplify, activate and measure your audiences across devices
- 9. A Successful Data Activation Solution Should Provide Confidential 9 Ingestion Amplification Activation Measurement 1. Data Ingestion via your DMP 2. Audience Amplification & Modelling 3. Cross Device Reach & Frequency Capping 5. Unified Measurement & Insights 6. Transparent solution & simple pricing 4. Real Time Audience Activation
- 10. Working Example: Ingest, Amplify & Execute INGEST AMPLIFY EXECUTE Build out a data driven mobile app use segments using desktop audience combined with an exclusion pixel Extend the exclusion pixel across devices, ensuring wastage is limited. Look-a-like model: Desktop + Mobile App Sales Execute in app, leading with a strict data driven segment strategy. Consolidated reporting to understand path to conversion.
Editor's Notes
- #3: Talk about the migration of the challenge we’ve seen. Representation of an image that has been around for a while, showing a user and their multi device journey…witness the migratration cross device challenge, data activation challenge in our cross device world. Why Data lead strategy? FB, youTube – audience lead campaing v successful important to replicate this in digital to elimate waste Cross device challenge is still very active and valid but using a data lead strategy puts us in the best position for success – why? Define cross device data activation challenge – what is this? Activating your data in real time for your marketing campaigns
- #4: Walk through tiers Data lead strategy, planning from bottom up – what data do we have available? Run through data What channels? How do we activate across those channels? Attributed to a user. User level planning, lead by your data
- #5: Before we get a quick show of hands to find out about people’s current set-up, Go through acronyms – DMP, DSP (omnichannel DPSs vs channel specific) – contextualise this,, first and third party data can I get a quick show of hands: (Intro & initial engagement: 5 mins)
- #6: Group discussion: What are the top 3 challenge for marketers in successfully activating their data? (5 minutes discussion, 5 minutes presenting back) For example if the first step may be to understand what data you have available to you, if you’re aware this is a small pool then scale might be an element to think about
- #7: (5 minutes to talk around this slide) Here are four key challenges that we see often present themselves to marketers with data activation. Scale – how do we scale beyond first party data as there will be a point of saturation How do we ensure this is activated in real time? Eg. Consumer empties their basket – we don’t want the DMP to take 24 hours to tell the DSP to re-target them Transferabiity – can you first party data be activated in a digital enviroment? How do we ensure accuracy in a cross device world? Eg. cookies to app IDs – how we ensure this is a unified user
- #8: Here is the process of a good data activation solution Go through process Ingest you data whether device ID, CRM or custom data Amplify data – within first party data and activating beyond (scale)– explain Activate – ensure there’s the ability to activate audiences across entire media plan in real time with frequency controlled at a user level (not channel) Finally measure! Cross device insights – invalid if we can’t measure the success
- #9: What do you need from a solution to successfully activate your data? For example if scale was a previously identified challenge, it’s important your partner has the ability amplify your audience
- #10: Keeping with the activation process, these are the key elements to look for in a solutions. You can attach the challenges we explored earlier to the solutions. 1. Technical abilities to ingest your data in the form it is in 2. Scale - The ability to scale beyond your first party audience 3. Accuracy and latency 4. Measurement – frequency at a user level, journey the user took from first impressions served through to sale – across their devices 5. Underpinned by true transparency and data ownership
- #11: Build the mobile audience from look-a-like segments on desktop
- #12: Thank you Speak to team One pager