dv 2016: customer data - the new value exchange


Let’s Talk About

Customer Data


Three Types of Data

First-Party Second-Party Third-Party

What you know

from your

customers

Shared data

about your

customers

Generated on

other platforms

and websites


Why it’s important

In many ways, our ideal customers are harder to reach

online today

54% of users don’t click on banner ads due to distrustSOURCE: BannerSnack

Ad avoidance continues to increase, up 41% in 2015, to 198MSOURCE: PaidFair


Why it’s important

And the traditional ways in which we reach them are

becoming limited

Bot-driven advertising fraud will cost brands $7.2B in 2016SOURCE: Association of National Advertisers and White Ops

Viewability rates are flat, click thru rates flatSOURCE: comScore; DoubleClick


We must truly connectProduct Story Trust


And create experiences


There’s a new balance of

power here


Let’s Start with Third-Party DataAnd let’s meet me!

I’m Adam (hi!)



I’m Adam (hi!)

I have 362 data points collected about

me across Lotame, Bluekai, V12 and

other data providers

I need to tell you something about me…



I am a women 27% of the time

I have 2-3 kids

I live in Tennessee

My family of 5 earns $2,000 over the

federal poverty level

I like Yoplait yogurt, boating and board

games




I have 2-3 kids

I live in Tennessee

My family of 5 earns $2,000 over the

federal poverty level

I like Yoplait yogurt, boating and board

games




I probably browse sites browsed by women

I have 2-3 kids

I have a nephew?

I live in Tennessee

I’ve been to Nashville?

My family of 5 earns $2,000 over the federal poverty level

Maybe a shared computer once?

I like Yoplait yogurt, boating and board games

Ya lost me…


Let’s Talk About First-Party

This is what you know about your customer…

actually know

Most of us* take this for granted

But let’s stop calling it that!


What’s the customer

trying to say?

Typical Scenario:

• Target visitors who start to purchase but

abandon


With a Data Layer

in place…

Signal:

• “Sort by price”

Intent/Context:

• To purchase, but might be price sensitive

Action:

• Promote travel packages, offer discount

code or credit card offer


With a Data Layer

in place…

Signal:

• “Refundable”

Intent/Context:

• Might need to change trip

Action:

• Promote travel insurance, ticket change

offer or other upsells


This is the only thing that’s

unique to your business.


And if we do this right, we can

build a lasting, valuable profile


It’s a relationship


This is your relationship


In our personal relationships…

There’s always someone:

– Hotter

– Younger

– Funnier


It’s a relationship that endures


The same happens with your business

There’s always another

competitor that’s:

– Cheaper

– Has better messaging

– Has a better design

– Got your same product

– Stole your ideas


Customer Relationship data is

your most valuable asset


So where does your data go?


Two thoughts on working with your vendors

“The question of what you want to own

is actually the question of how you want

to live your life.”

Marie Kondo, The Life-Changing Magic of Tidying

Up: The Japanese Art of Decluttering and Organizing


#1 Reward Openness

Consumers are changing their behaviors and preferences at a rapid pace

Marketers (and their vendors) need to be agile

Vendors need to embrace importing data from other solutions

Vendors need to work together, around you and your customers


#2 De-Risk Your Implementation

Tag management reduces the amount of time to implement a technology

- But we still buy the same way

Test the vendors that work for you

- If the same vendors worked for every company, there would be only one

marketing cloud

Two ways this works:

- Concurrent A/B split test vendors (such as retargeting technologies)

- Crawl/Walk/Run implementations to test functionality and lift


Summary

Respect the relationships you have with your customers…

… by honoring the data you have

This about Andrew Jones’ “What If” idea to design your customer data

Supplement where needed, but start with What If

Turn your vendor relationships into partnerships


Thank YouFor Being a Part of #DV16

dv 2016: customer data - the new value exchange

Technology