buy, sell, share: a marketer’s guide to the data trade · 2020-01-24 · • samsung markets a...

© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Buy, Sell, Share: A Marketer’s Guide to the Data TradeMatt Skinner | Product Marketing , Adobe Audience Manager


Differentiate from the competition

Increase customer value and loyalty

Improve marketing ROI

Challenges faced by the Organization

4

Underlying Business Issue: Knowing Your Audience


Data Assets help you Know Your Customers

5

First-party dataCollected by you.

• CRM profiles• Geography via Beacons• Mobile App Engagement• POS• Media Performance• Sensitive or directly identifiable personal

data (Not housed in the DMP)

Third-partyAggregated data from other sourcesand can be purchased.

• Data purchased from providerssuch as Eyeota, Acxiom, Bombora

• Demographic data• Spend-pattern data• Interests

Second-partyA partner’s 1st party data.

• Complementary data for shared customers

• Audience expansion through relevant, new customers


Combine Data Assets for a Single View of Customer

1ST PARTY DATA 2ND PARTY DATA 3RD PARTY DATA

Adobe Analytics E.g. CRM Data Strategic PartnershipsAudience Marketplace

DIGITAL EXPERIENCE

CRM Data(Gender)

3rd Party Data(Income Data)

OU

TBO

UN

D

TARG

ETIN

GAU

DIE

NCE

SE

GM

ENTA

TIO

ND

ATA

INPU

TS

Adobe Audience Manager

SearchVideoDisplay Email / CRMSite optimisation Mobile

Blue Tops Female Higher income

Adobe Analytics(Content Affinity)

Data Export


Building Blocks for a Single View of the Customer

7

Create unified profiles with 1st

Party Data

Complete the profile with 2nd &

3rd Party Data

Export audiences for consistent

activation

Reporting , analysis,

optimization

1 2 3 4


Three Key Functions of a Data Management Platform

OFFLINE DATA

CRM

WEB DATA

ECOMMERCE

8

DEVICE DATA

AUDIENCE CREATION DATA OUTDATA IN

Sourced from devices and channels, foundational to creating audiences

Unify data to profiles, modeling , audience segment creation & augmentation

Push audience segments to marketing channels for reach or personalization


Audience Marketplace

An exclusive marketplace for Adobe customers and partners to discover, license and trade high-value audiences in an efficient, controlled and transparent manner

Clearing House

Single accounting and reconciliation of data costs

Partner Network

Ongoing sourcing and contracting of data sources

“E-commerce” End User Experience

Powerful, self-service controls forbuying and selling audiences


DATA SOURCES MARKETING SYSTEMS

Tie to PII

Use for on site ad targeting

Use for off site targeting

Use for on site personalization

Patented Data Export Controls Manage Audience Driven Marketing & Advertising

CONTROLS/LABELS


Segments & OverlapTest out scale of built segments and overlap with 1st

party audiences

Available at no cost

ActivationSyndicating audiences to destinations such as DSPs or Ad Servers

Inclusive of Content Personalization and Target use cases

Audience insights via Analytics

ModelingUse 3rd party data to inform modeling within AAM

Valuable insights into audiences

Marketplace Use Cases



Buying experience made easy


Branded Sales

Keyword search

Data Description

Overlap Stats



Audience MarketplaceA marketplace for 2nd & 3rd

party data

Adobe Audience ManagerSelect my subscription path

Window shop for data to purchase

See the overlap


Using Audience Marketplace Data

Pull in your 3rd party data and create a holistic view of your

customers


Create traits and segment with your 3rd party data


Getting Started with 2nd and 3rd Party Data

1. Begin with the use case Select one or two focused use cases and grow from there

2. Establish metrics and KPIs Prioritize joint metrics for you and your partner(s)

3. Identify gaps in your first-party data It’s not about finding the right data provider, it’s about finding the right data

4. Consider what you can offer to partners What unique first-party data do you have that could be valuable to others?

5. Build on existing partnerships Work 2nd party data into broader terms

6. Iterate, test and learn Our work is never over

15


3rd Party Data - Adobe Audience Finder

Data provider reference tool with easy navigation and up-to-

date Marketplace partner list


Adobe Audience Finder

Adobe Audience Finder


MGM Drives Programmatic Results with 2nd and 3rd

Party Data

• Fragmented data partner ecosystem• Slow time to market for campaigns• Little control and transparency

Challenge

Solution

Key Results

• Vetted and qualified data providers and negotiated pricing, eliminating time-consuming purchasing cycles

• Used second- and third-party data from select vendors in Audience Marketplace to do high-level prospecting with lookalike models of their best customers

• Performed segmentation and targeting with the combination of Adobe Audience Manager and Adobe Ad Cloud

• Decreased data costs as a percentage of media costs• Enabled more granular audience segmentation• Shaved campaign turnaround from weeks to days• Improved campaign performance visibility and attribution

Adobe Solutions

✓ Audience Manager✓ Adobe Analytics✓ Adobe Ad Cloud

AAM Features

✓ Audience Marketplace✓ Segment Builder✓ Activation via DSP

Use Cases✓ 2nd Party Data✓ 3rd Party Data✓ Media Efficiency


2nd Party Data Sharing through Audience Marketplace

18

Share audience segments

Fully private marketplace

Customized terms

Facilitated by consulting services

Flexible integration points, through DMP or other tech

Purchase or sell public or private data feeds from publishers and brands

Standardized pricing with option to negotiate Self service workflow Preview audience overlap with potential partners

1:1

1:Many

• Guaranteed/Custom Audience (Advertiser Publisher)

• Premium Extension (Publisher Advertiser)

• Custom Audience Insights (Advertiser Advertiser)

• Private Audience Targeting (Advertiser Advertiser)

• Data Monetization• Trusted Audience Buying• Audience Validation


Tourism Australia Suppresses Paid Advertisements using 2nd Party Data

• Drive new user acquisition• Optimize media spend and conserve budget• Ensure relevance in advertising and a great user experience

Challenge

Solution

Key Results

• Tourism Australia established 2nd party data partnerships with key airline partners• Tourism Australia shares prospect’s behavioral browsing data (e.g. city page visited) with airlines• Airlines target prospects with relevant flight offers• Airlines share profiles of users who purchased flights to Australia• Tourism Australia suppresses these users in their advertising, since they have already successfully

converted

• Created relevant pools of prospects interested in specific cities/attractions• Conserves media budget by not targeting irrelevant audience• Saves taxpayer dollars that can be reallocated elsewhere

Adobe Solutions

✓ Audience Manager

AAM Features


Use Cases✓ 2nd Party Data✓ Media Efficiency✓ Suppression✓ Acquisition


Samsung Completes the Funnel with Big Box Retailer with a 2nd Party Data Partnership

• Drive customers from awareness to conversion• Maximize impact of brand advertising• Sell more product

Challenge

Solution

Key Results

• Established 2nd party data partnership with major retailer that sells Samsung products• Samsung markets a certain number of impressions from a brand perspective• Audience then passed to partner to drive sales at their location

• Huge acquisition opportunity - wasn’t originally a big overlap between brands• Samsung segments performed better than retailer’s own audiences

Adobe Solutions

✓ Audience Manager

AAM Features


Use Cases✓ 2nd Party Data✓ Media Efficiency✓ Retargeting✓ Acquisition


Summit Spotlight - Samsung’s Key Learnings

21

3rd Party Data Processes• No blackbox partners• No probabilistic data• Insist on high match rates• Measurement practices to evaluate

impact of purchased data

2nd Party Data Approach Identify business reason and joint KPIs to

enter into partnership first• Start with a use case in mind, grow from

there• Make data part of the conversation with

partnership teams


Key Takeaways – How to be a Better Shopkeeper

2nd and 3rd party data partnerships help complete 1st party data profiles for a complete view of customers

Adobe Audience Manager’s Audience Marketplace makes it easy to discover, license and trade high-value audiences in an efficient, controlled and transparent manner

6 Steps to Get Started:1. Begin with the use case2. Establish metrics and KPIs3. Identify gaps in your first-party data4. Consider what you can offer to partners5. Build on existing partnerships6. Iterate, test and learn

22


Buy, Sell, Share: A Marketer’s Guide to the Data TradeIan Dejong | A Panel by Adobe


Buy, Sell, Share: A Marketer’s Guide to the Data Trade

Angelo Sinibaldi Jessica Chan Andrew Reid David Goodes

Buy, Sell, Share: A Marketer’s Guide to the Data TradeAngelo Sinibaldi, Nine | Jessica Chan, eBay | Andrew Reid, TEG | David Goodes, Suncorp

DEMOGRAPHICS(AGE/GENDER)

SOCIO-ECONOMIC• PRESENCE OF CHILDREN• HOUSEHOLD INCOME

TRIGGERS:• MOVERS

• PARTNERING• HAVING A CHILD

PURCHASE INTENT

WHO THEY ARE

TRANSACTION HISTORYPRODUCT CONSUMPTION

MEDIA CONSUMPTION

• TV SHOW • CONTENT

ATTITUDES

IDENTITY IMPROVES THE QUALITY OF YOUR DATA SEGMENTS

9NOW LOGGED IN USERS

WEBSITE VISITATION TV WATCH HISTORY ATTITUDINAL DATA AD SERVER LOG DATANINE COMPETITIONS

2nd PARTY DATA SHARING TO SOLVE MARKETING CHALLENGES

1st party

phase 1

knowledge management

phase 2

1st party

2nd

party

intensive customer

intelligence

phase 3

1st party

2nd

party2nd

party

collaborative networked

organisations

1st party

phase 4

idioculturalexpertise

Marketing

Advertising (B2C)

DSP

AdServer(vendor)

SSP(vendor 1)

SSP(vendor 3)

SSP(vendor 4)

SSP(vendor 5)

SSP(vendor 2)

In Pipeline

Email marketing

Social

Search

Offsite Display

Analytics

Onsite Personalisation

Affiliates

Audience AutomationData Unification

1 Identity

Data Warehouse / CRM / CDP / DMP DCO

Publ

ishe

r Pa

rtne

rshi

ps

DM

P to

DM

PAA

M

Priv

ate

Mar

ketp

lace

s

DCO

/DSP

Ven

dors

AdServer(owned)

Audience Only

Audi

ence

+ O

ffsite

ad

inve

ntor

y

Audience + Onsite Ad Inventory

Personalisation


Success is…Active participation in the tools

Understanding how data is captured

Engage Legal… And bring them along for the journey

Test & LearnSafe to fail practices

Realistic ExpectationsConsider data as a complement to your marketing

strategy to drive efficiencies

Buy, Sell, Share: A Marketer’s Guide to the Data Trade

Angelo Sinibaldi Jessica Chan Andrew Reid David Goodes

buy, sell, share: a marketer’s guide to the data trade · 2020-01-24 · • samsung markets a...

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