joe reid, krux: people data activation, from paradox to paradigm @ imedia data-fuelled marketing...

© 2016

NEXT-GEN DMP

© 2016

NEXT-GEN DMP

People Data Activation:From Paradox to ParadigmJoe Reid, Krux MD, EMEA@jbernardreid

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Allow me to introduce myself

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Welcome to the Age of the Customer

REAL TIME

I want…I expect…

I need…

Personal Perfect Now

RIGHT TIME

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People Data Activation enables companies to finally put people at the center by creating personal, meaningful, and relevant relationships with customers wherever they are, on any device, and at just the right time.

“The future is here, it just isn’t evenly distributed yet.” – William Gibson

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People Data Activation is a Virtuous Cycle

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Contradictions – or Paradoxes?

People Datavs

and

Privacy Personalization

Marketer Publisher

vsand

vsand

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Paradox #1: People Versus Data

People Data Scattered Across Systems and Silos

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Unified People Data

Raw People Data for a Single System of Engagement

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Who Are You?

IP address

Publisher ID

CRMrecords

Techno-graphic

Data

Email

Webbehavior

Devices

Desktop

Handheld

Tablet

Set top

Browsers

Apps

Mozilla Chrome

Safari

IE

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How Do You Really Know??

?

?

?

??

?

?

?

?

?

??

?

?

?

?

?

?

?

? ?

?

??

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Paradox #2: Privacy versus Personalization

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Let’s Stop PretendingWe can run but we can’t hide: There’s an actual person on the other side of that screen.

If you build trust and demonstrate commitment to data governance, you can navigate the Privacy-Personalization divide.

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We Do Different Things on Different Screens

65%

17%

43%

Entertainment

Autos

Finance

18%

31%

45%

17%

52%

12%

Desktop Tablet Handheld

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We zig and zag across devices

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Measuring and visualizing those journeys

Desktop Mobile AppMobileDesktop AppAppDesktop Mobile

First Interaction

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Visualizing new ways to look at the customer journey

Desktop Mobile App

First Interaction Second Interaction Third Interaction

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Visualizing new ways to look at the customer journey

Desktop Mobile AppMobileDesktop AppAppDesktop Mobile

First Interaction Second Interaction Third Interaction

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Visualizing new ways to look at the customer journey

Desktop Mobile App

First Interaction Second Interaction Third Interaction

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Paradox #3: Marketer Versus Publisher

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New Paradigm #3: Markesher

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What is content?

Articles

Photos

Videos

Is it? … What about? …

Comments

Tweets

Posts

How about? …

Products

Ratings

Charts

Blogs

Infographics

Email

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Or is it …

Articles

Photos

Videos

Comments

Tweets

Posts

Products

Ratings

Charts

Blogs

Infographics

Email

All of it

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And how do we …

All of it

Make this … Meaningful to …

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So that …

Articles

Photos

Videos

Comments

Tweets

Posts

Products

Ratings

Charts

Blogs

Infographics

Email

All of it

Articles

Posts Charts

We can connect the right people with the content that matters

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Technology is bringing you a way…

People Data Meaningful Content The Right People

To take … And map it to … And deliver it to …

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The Path to People Data Activation Success

Unify people data from multiple

screens & sources

Analyze data to identify & understand individual

preferences

Activate data across every channel at right time &

real time

Measure and respond

Thank you.

krux.com