introducing the platform marketer - merkle inc....introducing the platform marketer john lee . 2...

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Introducing The Platform Marketer

John Lee

2

Addressability at scale (AAS)

Addressability At Scale Addressability at scale (AAS) is the application of data and

analytics to drive to highly efficient individual level targeting and

personalization at massive scale.

Enterprises able to exploit AAS create sustainable competitive

advantage that can lead to market leading financial

performance

Targeting and

personalization

at massive scale

3

Competitive advantage through AAS

2009 vs. 2013

Available Addressable Impressions: +400%

Addressable Media Spend: +300%

Cost Per Lead: -30-40%

Targetable Re-Marketing Pool +500%

Cost-Per-Conversion: -40%

Average LTV per Customer: +60%

% Personalized Interactions +300%

4

Media Planning Channel Planning

Targeting & Personalization

Enterprise segmentation, which includes value and lifecycle dimensions,

forms the foundation of CCF

What data,

systems,

tools and

technologies

will be

necessary?

How do we

organize and

what

capabilities

and business

processes will

be necessary?

Infr

astr

uctu

re

Measurement & Attribution

Budget Allocation

Experience Delivery

Financial Management

Customer Strategy

Integrated targeting and customization across media and channels are

optimized at the segment and individual level

Measurement and attribution at the segment level then drives macro-level

media and channel budgeting allocation

This creates a complete optimized customer experience that drives

increased LTV, efficiencies and shareholder value

Segmentation

Value Planning

Org

aniz

atio

n

cCRM and Addressability = Competitive Advantage

Connected CRM lead to competitive advantage during the first addressability at

scale AAS 1.0 opportunity and will lead to competitive advantage in AAS 2.0

AAS 1.0 AAS 2.0

1995 2005 2013

???

5

AAS 2.0 in action – addressable display and search

remarketing

Create “Direct Match” models

based upon these customer

segments

When a “matched” customer views a

Display Ad, the Remarketing Tag fires;

segmenting the customer into the

appropriate Remarketing List

For example this could be, “High Value

Customer with an upcoming

anniversary”

Develop high value customer

segments:

• “Upcoming Anniversaries”

• “Win backs”

• “Frequent Purchasers”

1-800 Flowers

Customer Database

6

Based upon 1-800 Flowers data, we know the

customers: transaction history, order preferences,

location, and key dates (ex: anniversary)

Bids and Messaging can then be highly tailored

creating unique Search experiences in addition to

expanding potential keyword portfolios

The high value Customer

Continues Searching for

Anniversary related

queries

AAS 2.0 in action – addressable display and search

remarketing

7

Introducing The Platform Marketer™

• Marketing technologist

• Audience platform expert

• Programmatic media buyer

• Addressability and identity management expert

• Consumer experience designer

• Consumer privacy & preference advocate

• Decision science P.H.D.

• Measurement and attribution expert

• Multi-channel program strategist

• Segment portfolio manager

• Chief Customer Economist

The Platform Marketer™ embodies the collective

competencies needed to successfully exploit addressability

at scale

8

There are 9 core competencies of the Platform Marketer

Identity

Management

Audience

Management

Customer

Privacy &

Compliance

Platforms

Utilization

Media

Optimization

Channel

Optimization

Measurement

& Attribution

Marketing

Technology

Stack

Organization

Platform

Data

Platform

Execution

Platform

Enablers

Platform Marketing Competency Matrix

9

Platform Marketing Competencies - Data

• The development and ongoing management of the unique consumer identity across media and

channels to enable targeting and personalization

• Maximizes collection of consumer addressability data through development of compelling experiences

that incent consumers to provide IDs as well as effectively utilizes 3rd party data enhancement

• Entails the matching of disparate consumer records across data sources into a single, persistent key

• Aggregates all anonymous digital and known interactions at the individual level into a singular “event

stream” for measurement and analytics

Identity

Management

Audience

Management

• The aggregation of consumer data from multiple sources for the purpose of creating and analyzing

consumer segments

• Entails on-boarding and merging of PII with anonymous data sources and the development of cookie

or ID based segments

• These segments can be used for analytic insight purposes and can also be directly syndicated into

audience platforms in real-time

Consumer Privacy

&

Compliance

• The ongoing monitoring of consumer privacy regulation and standards to form enterprise level

standards

• Implementation of consumer data management standards across all Platform Marketing functions and

systems

• Risk management audits and ongoing communication

10

The Platform Marketer is on top of the constantly

evolving definition of “identity” in the digital world

and can build the “identity map”

The Platform Marketer – Identity Management Identity

Management

11

User ID Date Time Event ID Event Desc

1234 2/1/2012 DM437 DM Delivered

1234 2/2/2012 3:05 pm DI9076 Display Impression

1234 2/2/2012 3:06 pm CC068 Inbound Call Center

1234 2/2/2012 5:05 pm EM087 Sent Email

1234 2/2/2012 9:30 pm EM088 Opened Email

1234 2/2/2012 9:30 pm EM089 Clicked Email

1234 2/6/2012 9:00 pm PS674 Clicks Paid Search

1234 2/6/2012 9:15 pm Q8740 Completes Quote

User Event Table

Event Meta Data

Event ID EM088

Creative A2346 Insurance you can

count on

Offer OI92365 $14/Mth for $25K

Coverage

Product P978 Term Life

DM

Delivered

2/1/2012

Shown Display Ad

2/2/12 3:05pm

Calls 800#

Requests Info

and gives email

2/2/12 3:06 pm

Clicks Branded

Paid Search Ad

2/6/12 9:00 pm

Sent Email

2/2/12 5:05pm

Opens Email

2/2/12 9:30 pm

Completes

quote request

on site

2/6/212 9:15 pm

Identity

Management The Platform Marketer – Identity Management

The Platform Marketer goes beyond aggregating the identities, he/she

develops the consumer “event stream” that is foundational to AAS

12

Messy cookies

Constantly evolving

platforms and IDs

• Short shelf life for third party cookies

• Multiple cookies for each device and devices per user

• Consumers share devices and cookies

• Social media platforms are evolving rapidly creating new identity currencies

• Currencies are siloed by nature

Third party cookies are

dying

• New tracking mechanisms are emerging but still very nascent (probabilistic,device

IDs)

• Likely a lot of change coming in this landscape

Matching reference bases

are evolving

• Often multiple vendors necessary to connect offline and offline data at scale

• Different vendors for different IDs

Multiple levels of IDs and

identification confidence

• Most often not 100% sure if user is unique. B2B and B2C.

• Flexibility to handle operational and marketing use cases based on identity

confidence scores

And, needs to be real time • Push or pull profile data based on offline or offline customer currencies

Identity

Management The Platform Marketer – Identity Management

The Platform Marketer recognizes the inherent challenges in mastering identity

management in AAS 2.0

13

Live Client Example of Identity Management Identity

Management

Eric ‘Former’ Account # 011100010101

Eric’s first subscribed to a major media company on April 5, 2008

Eric disconnected service on June 22, 2009 for a competitive offer

Throughout 2012 and 2013 he was included in each Core DM Campaign

11:48 AM – Eric is served a Display advertisement as part of a retargeting

campaigns. He browses the packages, but abandons

2:29 PM- Eric calls the call center. He speaks with a representative for 12

minutes, but doesn’t convert - Reason Code = Not ready to purchase

4:25 PM - Eric goes back online and completes the order process online. He

orders Platinum package with HBO, SHOWTIME UNLIMITED, STARZ, Cinemax,

HD DVR

Eric’s account is activated

April 5

June 22

August 5

August 6

2008

2009

2013

14

DM Promotion History Identity

Management

IID

EXECUTION_

DT

CAMPAIGN_NA

ME

CAMPAIGN_

GROUP_CD OFFER_NAME MESSAGE_DESC CREATIVE SEGMENT_DESC

111224631069367 2012-05-31 M8

CREATIVE VALIDATION NYCS CONTROL

CHALLENGER (M4 TEST) (MTC V

CREATIVE VALIDATION: NYCS Control

Challenger (M4 Test) - Formers NR (MTC is V03)

111224631069367 2012-06-20 M9

MTC FORMERS NON-REGIONAL - (F R MTC) (NO

URL INCLUDED)

MTC: Formers Non-Regional - (F, R MTC) (No

URL Included)

111224631069367 2012-07-11 M10

CONTROL FORMERS AM - $200 CASH BACK W

VISA CARD (R MTC)

CONTROL: Formers - AM - $200 Cash Back w/

Visa Card - (R MTC)

111224631069367 2012-07-30 M11 CONTROL FORMERS DIRECT DIAL (W MTC) - AM

CONTROL: Formers - AM - DIRECT DIAL - (W

MTC)

111224631069367 2012-08-21 M12

CONTROL FORMERS $200 CASH BACK W VISA

CARD (MTC IS W02) - AM

CONTROL: Formers - AM - $200 Cash Back w/

Visa Card - AM (MTC is W02)

111224631069367 2012-09-12 M13

CONTROL FORMERS DIRECT DIAL (MTC IS W) -

AM

CONTROL: Formers - AM - DIRECT DIAL (MTC is

W)

111224631069367 2012-10-03 M14

CONTROL: $200 Cash Back w/ Visa Creative - FS

- AM (MTC is W)

111224631069367 2012-10-24 M15

CONTROL $200 CASH BACK W VISA CREATIVE FS

(MTC IS W) - AM

CONTROL: $200 Cash Back w/ Visa Creative - FS

- AM (MTC is W)

111224631069367 2012-11-05 M15 POST MOVERS ALL MARKETS - WEEK 3 WEEKLY TRIGGER: Post Movers - AM - Week 3

111224631069367 2012-12-04 M17 CONTROL FORMERS - AM CONTROL: Formers - AM

111224631069367 2013-01-04 M1 Core M1 Core Standard Offer Dream Deal – 2 Year Savings

Q4 Dream Deal w/ Glitter -

Legal: Transitional Legal

DATA CHALLENGER: ZIP Suppressed Formers -

FS - AM

111224631069367 2013-01-23 M2 Core M2 Core Standard Offer Dream Deal – 2 Year Savings

Q4 Dream Deal w/ Glitter -

No LCM

DATA CHALLENGER: ZIP Suppressed Formers -

FS - AM

111224631069367 2013-02-12 M3 Core M3 Core Standard Offer $200 + DD + MLB + LCM

Dream Deal Visa $200 CB -

Offer Ends 4/1 INTERRUPTER: Formers - Visa $200 CB

111224631069367 2013-03-06 M4 Core M4 Core Standard Offer $200 + DSE + NFL

DSE Visa $200 CB - Offer

Ends 5/8/13 CONTROL: Formers - $200 Visa CB Offer

111224631069367 2013-03-27 M5 Core M5 Core Standard Offer $200 + DSE + NFL

Visa $200 CB - Offer Ends

5/31 CONTROL: Formers $200 VISA CB

111224631069367 2013-04-17 M6 Core M6 Core Standard Offer $200 + TSE + NFL + 3YRS


6/15 CONTROL: Formers $200 VISA CB

111224631069367 2013-05-08 M7 Core M7 Core Standard Offer TSE + NFL + 3YRS + $200


7/10

VALIDATION: Visa OE Format - FS (MTC is W,

W1, W2)

111224631069367 2013-05-29 M8 Core M8 Core Standard Offer TSE + NFL + 3 YRS + LCM

TSE w/ Glitter - Offer Ends

7/31 CONTROL: Formers $5/12

111224631069367 2013-06-19 M9 Core M9 Core Standard Offer BOE + NFL + 2YRS + $200


8/15 CONTROL: Formers - $200 Visa CB

111224631069367 2013-07-11 M10 Core M10 Core Standard Offer BOE + NFL + 2 YRS + $10/12

BOE w/ Glitter - Offer Ends

10/2 CONTROL: Formers

111224631069367 2013-07-31 M11 Core M11 Core Standard Offer BOE + NFL + 2 YRS + $200 CB

Greeting Card + $200 Visa

Image -- Offer Ends 10/2/13 CONTROL: Formers -- Greeting Card

2012-2013 Promotion History

Direct

Marketing

DB

Digital Media

Platform(s)

cR

15

Time User-ID creative Creative-Size-

ID Site Page

08-04-2013-08:45:42 2510110938917561111 iOne_RMKT_Bundles_Generic_EliManning_180_NA_swf_300x250.swf 300x250 ignitionone.com N6054.340834.IGNITIONONE.COM/B7315011.12

08-04-2013-08:45:43 2510110938917561111 iOne_RMKT_NFLSTMAX_SportsFan_0801update_NoExtraCharge_NA_swf_728x90.swf 728x90 ignitionone.com N6054.340834.IGNITIONONE.COM/B7315011.32

08-04-2013-08:45:43 2510110938917561111 iOne_RMKT_NFLSTMAX_Generic_0801update_5for12_NA_swf_300x250.swf 300x250 ignitionone.com N6054.340834.IGNITIONONE.COM/B7315011.12



08-04-2013-09:08:05 2510110938917561111 iOne_RMKT_Genie_Brand_LegalUpdate0801_29.99and24.99_NA_swf_300x250.swf 300x250 ignitionone.com N6054.340834.IGNITIONONE.COM/B7315011.12















08-05-2013-23:29:00 2510110938917561111 iOne_RMKT_NFLST_Generic_NA_5for12_NA_swf_300x250.swf 300x250 ignitionone.com N6054.340834.IGNITIONONE.COM/B7315011.50





Display Impressions

Direct

Marketing

DB

Digital Media

Platform(s)

cR

Digital Promotion History Identity

Management

16

Online and offline channel interactions Identity

Management

Call Center Events

Time User-ID Event Other-Data

08-05-2013-11:48:31 2510110938917561111 Deals Page

08-05-2013-11:48:31 2510110938917561111 Home Page

IID

TOLL_FREE_

NUM CALL_DT AGENT_ID SITE_NAME

CURRENT_PR

OVIDER

CALL_DUR

ATION DNIS_DESC MEDIA REASON_DESC

111224631069367 8558294388 2013-08-05 14:29:00 XSALIBERAT CANTON Media Provider 758.0 Media Provider.COM CALL IN E-MAIL/INTERNET

COULD NOT CLOSE -

NOT READY TO

PURCHASE

Direct

Marketing

DB

Digital Media

Platform(s)

cR

Online Events

17

Online to Offline Linkage Identity

Management

Offline Events

Time User-ID Event Other-Data

08-05-2013-16:25:16 2510110938917561111 Base Packages

08-05-2013-16:58:48 2510110938917561111 Shopping Cart

08-05-2013-17:11:24 2510110938917561111 Checkout Summary

08-05-2013-17:11:25 2510110938917561111 Sales Confirmation

AccountNum=011100010101;Hardware=Genie HD

DVR,Genie Mini;Add'l package=HBO,SHOWTIME

UNLIMITED ,STARZ Super Pack,Cinemax

Recurring

Revenue=65.99;ZipCode=99999;Package=ULTIMA

TE

08-05-2013-17:13:18 2510110938917561111 Checkout Summary

08-05-2013-17:17:25 2510110938917561111 Account Home Page

08-05-2013-17:32:28 2510110938917561111 Subscriber Logout

Date Account Number Individual ID Event Type Event

2013-08-05 011100010101 111224631069367 Order Online Order

2013-08-06 011100010101 111224631069367 Account Status Change Account Activation

Individual ID First Name Last Name Address Model Score

111224631069367 Eric B 1234 Main St, Anytown, USA PQ CREDIT MODEL 940

Direct

Marketing

DB

Digital Media

Platform(s)

cR

Online Events

18

The Platform Marketer starts his/her audience management process with an data-

driven, enterprise level segmentation

The Platform Marketer – Audience Management Audience

Management

19

Media Execution

(SEM, DSP, etc)

Content Management

Call Center

Customer Strategy


Marketing Execution

Behavior Segment

Value Segment

Attribution

Budgeting/

Planning

Audience

Management The Platform Marketer – Audience Management

The Platform Marketer develops a clear framework for how to activate, make

decisions, and ultimately execute with these audience segments

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•Conversion events

•Behavioral data

•IP data

• CRM data (offline & online)

1st Party

PII

•Search data

•Mobile data

•Email data

•Connected and addressable TV data

1st Party

Anonymous

•Demographic, behavioral and purchase offline & online data from data vendors (BlueKai, Execelate, etc.)

3rd Party

•Media & site performance

•Audience insights

Reporting and Insights

•Real-time bidding

•Creative decisioning

•Landing page optimization

Media Optimization

•Syndicate audiences to DSPs and Site Personalization

Syndication

DMP Toolset

Data Inputs Outputs/Action

Audience

Management The Platform Marketer – Audience Management

The Platform Marketer leverages the capabilities in the DMP to monetize

audiences in digital media and experience personalization

• Visualization • Audience Mgmt • Syndication

21

The Platform Marketer - Consumer Privacy and Compliance

Consumer Financial Protection Bureau

State Privacy Policy Laws

CAN-

SPAM

COPPA

GLB

FCRA

Federal Trade Commission

Privacy &

Compliance

The Platform Marketer is able to navigate the complex, evolving web of internet advertising and

governmental regulation compliance as well as consumer perception

22

Platform Marketing Competencies - Execution

Platforms

Utilization

• The exploitation of available audience platforms to drive increased addressability and scale

• Involves constant, systematic identification and testing of both new platforms and capabilities within

audience platforms across media and device

• Formation of strong 3rd party platform relationships to innovate and deploy targeting and

personalization features in new ways to achieve competitive advantage

• Drives requirements of new data and functional capabilities within the technology stack

• Utilization of first and third party data, audience segmentation and business rules along with predictive

algorithms to drive ad impression, message sequence delivery and experience targeting

• Involves set up, tracking, and integration within technology stack to enable impression level valuation

and programmatic media buying across Display and Search

• Further capabilities include campaign optimization: management and optimization of frequency,

contact cadence, and remarketing across media, search, and site (all devices)

• Utilization of first and third party data, audience segments, combined with business rules and

predictive algorithms to decision on what content or offer will be served to individuals (known or

anonymous) who have been selected for targeting

• Personalization drives what creative, offer, and format a consumer will experience within a given

media or channel

Media

Optimization

Personalization

23

Content & Context Intent & Behavior Anonymous Individual Identified Individual

Context

Custom

content

Intent

Geo-

location

Look-Alike CRM List

Re-Marketing

Behavior

3rd party

segments Re-Marketing

The Platform Marketer is a master of the ever evolving Audience Platform targeting

and optimization capabilities

The Platform Marketer – Platforms Utilization Platforms

Utilization

Publisher Audience Data Advertiser Audience Data

http://www.google.com/url?sa=i&source=images&cd=&cad=rja&docid=MSQ3OjKUKAQdjM&tbnid=Ry7EL33kmGVngM:&ved=0CAgQjRwwAA&url=http://www.toxel.com/design/2010/06/09/24-cool-logos-with-hidden-symbols/&ei=CMoSUuFW4uHgA7_HgPgP&psig=AFQjCNEAGO3jgkX9mFVbNukR9X_4kuNcDQ&ust=1377049480066726

http://www.google.com/url?sa=i&source=images&cd=&cad=rja&docid=zUpNyf-3Sjo0DM&tbnid=1L70jE5mHrZx4M:&ved=0CAgQjRwwAA&url=http://www.thesearchagents.com/2012/12/ad-innovations-for-2013-the-search-agency-pov/facebook-exchange-logo/&ei=9rAkUrfgHO65sQSZ4YHwBQ&psig=AFQjCNFJijQc0VQSfUya5ix-vLOVOCc9sw&ust=1378222710562434

http://www.google.com/url?sa=i&source=images&cd=&cad=rja&docid=PYJ9u2TTKs4PJM&tbnid=jU57sEmioMwekM:&ved=0CAgQjRwwAA&url=http://atlassolutions.com/atpa&ei=t8QSUs2qB_Ti4AOqp4HQAg&psig=AFQjCNEWyHL6RRqhsNPqmmp1hYdtagYpcQ&ust=1377048119170796

http://www.google.com/url?sa=i&source=images&cd=&docid=_oYrsRyCnkdW8M&tbnid=WVe5MNCSAqwzWM:&ved=0CAgQjRwwAA&url=http://www.adexchanger.com/platforms/cro-brody-aop/&ei=vtUlUuX8IsvD4APPqIGwCA&psig=AFQjCNFdcrTfDNSfbjMIfcn9be53YcaN2Q&ust=1378297662603095

http://www.google.com/url?sa=i&source=images&cd=&cad=rja&docid=e6dS3zsa3tzNvM&tbnid=6Mc9bI3AS3kSEM:&ved=0CAgQjRwwAA&url=http://blogs.cisco.com/news/espn-leverages-cisco-telepresence-for-difference-makers-90-minute-special/attachment/espn_logo_887/&ei=F7YkUsXANOfTsASJ44CgDw&psig=AFQjCNFa302CRDx6jFt_v7J097US5-fkeQ&ust=1378224023916823

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Aggregate

Impressions

Clicks

Leads

Individual Impressions

Full Site Path & Engagement

Leads, Conversions, Value

Insights

Aggregate Match

Rate

Conversions

Volume

Content &

Context

Intent &

Behavior

Anonymous

Individual

Identified

Individual

Placement Keywords

3rd Party Segment

Intent

Location/Check in

Social Signal

Email, Phone # Geo

Technographics

Conversion Value

Freq & Recency

Site

Data Out

“Transparency”

Data In

“Currencies”

Platforms

Platforms

Utilization

The Platform Marketer is a master of the ever evolving Audience Platform targeting

and optimization capabilities

The Platform Marketer – Platforms Utilization






http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=hlaS6_adfXmeWM&tbnid=JnzQcG533mdHHM:&ved=0CAUQjRw&url=http://www.wordtracker.com/academy/linkedin&ei=bm1uUpaeN8_94AOWt4CYCQ&bvm=bv.55123115,d.dmg&psig=AFQjCNEgPynnfFZmRT-hg4jlj16sXdpopw&ust=1383055081844833

25

The Platform Marketer has deep, specific experience and expertise on specific large

platforms such as Facebook and is a early/pilot adopter and innovator

Platforms

Utilization The Platform Marketer – Platforms Utilization

26

The Platform Marketer – Media Optimization

The Platform Marketer has strong programmatic media planning and

buying skills

Media

Optimization

Traditional Digital Media “PM Programmatic”

27

Buying is done using a data-driven targeting skill-set and mind-set – no more Mad Men

Consolidated buying platforms allow for complete transparency and granular targeting with a single view of the consumer

Real-time-bid environment allows for access to premium and remnant inventory that gets bid on auction-style based on the value to the advertiser

Control of targeting at individual level allows for targeting of desired individuals only – driving efficiency and ability to drive scale

Integrated Reporting, Optimization, and Execution Platform

Targeting Currencies

The Platform Marketer

Media

Optimization The Platform Marketer – Media Optimization

The Platform Marketer implements and manages an integrated platform that takes full

advantage of programmatic media’s potential14

Automated Buying and Real-Time Bidding



http://www.google.com/intl/en/doubleclick/

28

Channel

Optimization The Platform Marketer – Channel Optimization

Personalization is driven through an integrated, data driven skill set focused on the holistic consumer experience

Cross-Channel planning and decisioning is the “conductor” that sits on the channel specific applications allowing for a singular consumer view and experience execution

Real-time data and integration services allows data “currencies” to flow bi-directionally back forth from the Conductor to the end point execution apps

The net result being a singular, highly relevant consumer experience

The Conductor – Cross Media Decisioning

Targeting Currencies

The Platform Marketer

Site Decisioning Media

Decisioning Search

Decisioning Call Center Decisioning

EM/DM Decisioning

$

Real Time Data and Integration Services

Similarly, The Platform Marketer implements and manages a cross-channel

personalization platform that creates a singular consumer experience



http://www.google.com/url?sa=i&source=images&cd=&cad=rja&docid=di3O5w_4F8Oh8M&tbnid=XmE5CFxIcsVI5M:&ved=0CAgQjRw&url=http://www.canadianbusiness.com/investing/hot-stock-salesforce-com/&ei=hyqiUr3WLcHWkQf4rIHABQ&psig=AFQjCNEXGrqlNEQQYXuTwPbbe71cm1rUGA&ust=1386445831830099

29

Platform Marketing Competencies - Enablers

Marketing

Technology

Stack

Organization

Measurement

& Attribution

• Development and ongoing management of KPIs and underlying methodology required for

measurement and insights into Platform Marketing effectiveness

• Entails development and implementation of cross media, channel, and device approach that enables

fractional attribution

• Also includes development of ongoing measurement visualization and socialization processes and tool

• Development and ongoing management of integrated marketing technology stack

• Competency entails integration across known and anonymous data stores and software components

including identity management, onboarding, attribution, DMP, and decisioning tools

• Ongoing adaptation of technology environment to keep pace with evolving audience platform

execution currencies and capabilities

• Design and implementation of organizational and operating model that fulfills Platform Marketing

competencies (the nine boxes)

• Entails design and specification of groups and roles that work cross functionally to enable Platform

Marketing

• Organization design spans both internal as well as external resources to drive optimal capabilities.

Additionally includes process design and implementation

30

3% 14% 3% 5% 5% 5% 15% 5% 5% 40%

0% 100%

Day 8-30 Day 1-7 Day 0-1

New

Customer

Actual

experience

Credit over applied to bottom

of funnel touches. Other

touches often ‘invisible’

Creates flawed financial

view of performance

Direct or

Rules Based

Modeled Model-adjusted interaction

Most accurate and

actionable

$

TV view Direct mail sent Print view Display view Social visit Website visit Paid search click

Mass and Offline Digital

The Platform Marketer can leverage a fractional approach to attribution

and quantify the incremental impact of each marketing activity

Measurement &

Attribution The Platform Marketer – Measurement & Attribution

31

Cookie

Keyword

User ID Conversion

ID

Event

ID

Attribution

Weight

1234 C76532 DM437 .05

1234 C76532 DI9076 .32

1234 C76532 PS674 .11

1234 C76532 Q8740 .25

Model-based

attribution weights

Digital

platforms

Targeted

Experiences

Real-time

bidding

Publisher

Publisher

Engine

Engine

Attribution data

1000101110101

0100111001110

Demand Side

Platform

(DSP)

Search Bid

Platform

An

on

ym

ou

s ta

rge

ting

Anonymous Data

Measurement &

Attribution

The Platform Marketer can take these attribution weights and not only glean insight but also

“push in” directly into the media decisioning applications to drive performance

The Platform Marketer – Measurement & Attribution

http://www.google.com/url?sa=i&rct=j&q=google+logo&source=images&cd=&cad=rja&docid=C00GbQg_pE2gUM&tbnid=fpOQhmSIE2CY_M:&ved=0CAUQjRw&url=http://tommytoy.typepad.com/.a/6a0133f3a4072c970b0153910e98b6970b-popup&ei=hIkGUcTWIKjL0AG5poDYAg&bvm=bv.41524429,d.dmQ&psig=AFQjCNGp5Hyo4RzMrSKB-UwqSTzHzOkRwg&ust=1359469316925277

http://www.google.com/url?sa=i&rct=j&q=bing+logo&source=images&cd=&cad=rja&docid=ggQ7mHRrAlDOpM&tbnid=_EAwa98OGc0L6M:&ved=0CAUQjRw&url=http://www.smartinsights.com/search-engine-optimisation-seo/seo-analytics/yahoo-site-explorer-reborn/attachment/bing-logo/&ei=0YkGUcXaJs7V0gHZ1oHoCw&bvm=bv.41524429,d.dmQ&psig=AFQjCNH_BIGJb3u-gpKE7U-RjsbsL455Uw&ust=1359469394211402

32

The Platform Marketer – Marketing Technology

The Platform Marketer has strong knowledge in state of the art and emerging

marketing technologies and how they fit into the ecosystem

Marketing

Technology

Stack

33

Platform

Marketer

Stack

Data

Currencies

Audience Platforms

Name & address AdID 3rd party segment Context

Cookie Device ID Geo-location Social ID / handle

Decision

Management

DMP

Attribution & Insights

On-boarding

Ad Serving &

Tag Management

Identity Management

Marketing Database

Marketing

Technology

Stack

The Platform Marketer can rationalize the adtech ecosystem into a the rationalized

marketing technology stack needed to meet its business needs and exploit AAS




http://www.google.com/url?sa=i&source=images&cd=&cad=rja&docid=-UnZh20QosPuHM&tbnid=v2YPKDPrHjeckM:&ved=0CAgQjRwwAA&url=http://advertising.yahoo.com/article/right-media.html&ei=oLEkUsSzMcivsASO2YCQDg&psig=AFQjCNF3trdMwGLyQZ9FO4PkqgoOAtnP8Q&ust=1378222880850719




http://www.google.com/url?sa=i&source=images&cd=&cad=rja&docid=FoeWO612LUcBjM&tbnid=fPGoZjIa8CwXoM:&ved=0CAgQjRwwAA&url=http://www.bitshelf.com/yahoo%E2%80%99s-search-advertising-market-share-may-fall-to-8-1-in-2011/&ei=4sQSUsj4DbTJ4AO4g4CQBQ&psig=AFQjCNECIObLV56VqMe0kBDhH-aZEnIF-A&ust=1377048162270427

http://www.google.com/url?sa=i&source=images&cd=&cad=rja&docid=3w60r4VEI3DMlM&tbnid=ldd5p4fFlxz9qM:&ved=0CAgQjRwwAA&url=http://cloudtimes.org/2012/04/25/adobe-creative-cloud-new-standard-creative-professionals/&ei=HcUSUvZZtfngA4XQgdgF&psig=AFQjCNENH_KSi8BuYYGhAHXHyfPnH4XVGw&ust=1377048221053444

http://www.google.com/url?sa=i&source=images&cd=&cad=rja&docid=Yj48wFILCxAG5M&tbnid=KGcUQRadbxdErM:&ved=0CAgQjRwwAA&url=http://pulse2.com/2011/01/03/x1-raises-10-million-in-series-b/&ei=wsUSUo7tNK2x4AOYgoFw&psig=AFQjCNELZ4gZTo4JXrAtSbtg7C5etmMbPA&ust=1377048386918034

http://www.google.com/url?sa=i&source=images&cd=&cad=rja&docid=3w60r4VEI3DMlM&tbnid=ldd5p4fFlxz9qM:&ved=0CAgQjRwwAA&url=http://cloudtimes.org/2012/04/25/adobe-creative-cloud-new-standard-creative-professionals/&ei=HcUSUvZZtfngA4XQgdgF&psig=AFQjCNENH_KSi8BuYYGhAHXHyfPnH4XVGw&ust=1377048221053444

http://www.google.com/url?sa=i&rct=j&q=bluekai+logo+image&source=images&cd=&cad=rja&docid=TQjK-tbW3qCOhM&tbnid=GqnyPI-cnwH5CM:&ved=0CAUQjRw&url=http://www.gssmedia.com/?attachment_id=1364&ei=JskSUt-4EY3A4APIvoCABw&bvm=bv.50768961,d.dmg&psig=AFQjCNE6aievL__DqQQPlzC6YYe9BDEwgg&ust=1377049250548046


http://www.google.com/url?sa=i&source=images&cd=&cad=rja&docid=Jx_u8IVtijzHvM&tbnid=QH_FZP_46wWQ5M:&ved=0CAgQjRwwAA&url=http://www.dmnews.com/discover-the-missing-link-closing-the-loop-between-online-marketing-and-offline-purchases/article/293431/&ei=48cSUuTaCsT84AO8zoGoAw&psig=AFQjCNFEQB6rmDf3K6WxD6E-DbzZWigwlQ&ust=1377048931230071

http://www.google.com/url?sa=i&source=images&cd=&cad=rja&docid=DJ7wUxFXsjNeqM&tbnid=eTwODY030SkqLM:&ved=0CAgQjRwwAA&url=http://blog.tagman.com/?attachment_id=164&ei=kMgSUp_aH-7K4AOuhoCYCQ&psig=AFQjCNGJxpSM9kTrSr7QQuL1U6kMU0iT6g&ust=1377049104574015

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=Eblh215W_p3RqM&tbnid=ysP5O0jpZOIe8M:&ved=0CAUQjRw&url=http://dmany.convio.net/site/PageServer?pagename=Sponsorship&ei=xq9jUtTBLfWs4AOZqYDoCw&bvm=bv.55139894,d.eWU&psig=AFQjCNFiDf-6jUm0zO3D8pbSPtet2HERAg&ust=1382351167749201

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=UpKl5k8Ye-XCiM&tbnid=dCdZnd8F7k0d8M:&ved=0CAUQjRw&url=http://zolmax.com/investing/acxiom-corp-price-target-cut-to-22-00-acxm/88660/&ei=ILBjUrzzHJiy4AO92IHIDw&bvm=bv.55139894,d.eWU&psig=AFQjCNFyLGYT-lf8ZZNVwjLF0OpT4G7pRQ&ust=1382351261742975

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=Eblh215W_p3RqM&tbnid=ysP5O0jpZOIe8M:&ved=0CAUQjRw&url=http://dmany.convio.net/site/PageServer?pagename=Sponsorship&ei=xq9jUtTBLfWs4AOZqYDoCw&bvm=bv.55139894,d.eWU&psig=AFQjCNFiDf-6jUm0zO3D8pbSPtet2HERAg&ust=1382351167749201

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=xDa_o23kJ9swqM&tbnid=BIqOfDnPVC7mFM:&ved=0CAUQjRw&url=http://www.nortridge.com/our-business-partners.shtml&ei=ybZjUvoK76zgA5bJgbgJ&bvm=bv.55139894,d.eWU&psig=AFQjCNGqdQSvm4MJjN-Vd2xCMkn6TpyGUQ&ust=1382352964928085

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=UpKl5k8Ye-XCiM&tbnid=dCdZnd8F7k0d8M:&ved=0CAUQjRw&url=http://zolmax.com/investing/acxiom-corp-price-target-cut-to-22-00-acxm/88660/&ei=ILBjUrzzHJiy4AO92IHIDw&bvm=bv.55139894,d.eWU&psig=AFQjCNFyLGYT-lf8ZZNVwjLF0OpT4G7pRQ&ust=1382351261742975

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=uyvAOfaiAdSNZM&tbnid=zj0VlCHxBw_8VM:&ved=0CAUQjRw&url=http://www.technobuffalo.com/2011/04/03/security-breach-at-email-list-provider-impacts-major-brands/&ei=47tjUpzxFNS24AOp7YHICA&bvm=bv.55139894,d.eWU&psig=AFQjCNHk13lYWq0byTGfAflpfZINvwMlTA&ust=1382354270779514

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=D8j_6xjkivBjNM&tbnid=UcEotNdC8XReQM:&ved=0CAUQjRw&url=http://fmscblog.com/news-updates/fmsc-on-instagram-vine-and-tumblr/attachment/instagram-logo/&ei=CL1jUo2RHPe24APx2IHYBg&bvm=bv.55139894,d.eWU&psig=AFQjCNE3ccxA1ueo7RSS0PNXo4PClz9tlw&ust=1382354563285560

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=X0hzm5rOvzcIKM&tbnid=gvWgdp6VVh7rCM:&ved=0CAUQjRw&url=http://allthingsd.com/20121206/facebook-in-talks-to-buy-microsofts-atlas-ad-platform/&ei=Q7tjUu3oFce64AOMlYHADg&bvm=bv.55139894,d.eWU&psig=AFQjCNHKkK4qzeVehPFUBqhJpCEw7oPScQ&ust=1382354065661394

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=27oHlLgCSb8skM&tbnid=sKFzEE4oKgqmkM:&ved=0CAUQjRw&url=http://www.insidefacebook.com/category/advertising/&ei=qL5jUo6jOPKj4APd74HwBg&bvm=bv.55139894,d.eWU&psig=AFQjCNGrdvSE0LPziamhWsyO4L2b7oGKAg&ust=1382354974054041


http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=Yaaq5HtcblTfSM&tbnid=t0vJ_86twmdzfM:&ved=0CAUQjRw&url=http://www.tapad.com/media-center/image-library/&ei=88-hUtesNaaksQTQuIC4Bw&bvm=bv.57752919,d.cWc&psig=AFQjCNGVGjSx_npXhBW3EEvmZ6zbNfoaKw&ust=1386422620395947

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=CST7hFg60vx5ZM&tbnid=gxQo9Y1Xj7KoBM:&ved=0CAUQjRw&url=http://www.socaltech.com/bluecava_gets__m/s-0031748.html&ei=SdChUurzI9HesASm0ICgDw&bvm=bv.57752919,d.cWc&psig=AFQjCNFFdjfMzwSU_MNgbPyKtpYnVE1PVg&ust=1386422701101297

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=gkEKN9DOI8V6fM&tbnid=PscXP_M9hxFc1M:&ved=0CAUQjRw&url=http://www.insidesocialgames.com/2009/05/27/medialets-is-a-new-ad-network-for-the-iphone/&ei=s9ChUoauCOupsASo14CAAQ&bvm=bv.57752919,d.cWc&psig=AFQjCNFlTjogXx-hYfVK2Y5dyx3W4TwpIg&ust=1386422779381730

34

Pri

vacy

/Pre

fere

nce

Iden

tify

Man

agem

ent

Att

rib

uti

on

/In

sigh

t

On

bo

ard

ing

Dec

isio

nin

g

Enterprise Data & Analytic

Services

Digital Database

CRM Database

Data Ingestion

DMP Email CRM DSP

Search Site DM Video

Integration Services

Audience Platforms

Segment

Next Best

Offer

Marketing Applications

Marketing

Technology

Stack

The Platform Marketer takes this a step further and implements the data, analytic,

and integration “nervous system” required to deliver on AAS


Internal Data Sources

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=27oHlLgCSb8skM&tbnid=sKFzEE4oKgqmkM:&ved=0CAUQjRw&url=http://www.insidefacebook.com/category/advertising/&ei=qL5jUo6jOPKj4APd74HwBg&bvm=bv.55139894,d.eWU&psig=AFQjCNGrdvSE0LPziamhWsyO4L2b7oGKAg&ust=1382354974054041



http://www.google.com/url?sa=i&source=images&cd=&cad=rja&docid=FoeWO612LUcBjM&tbnid=fPGoZjIa8CwXoM:&ved=0CAgQjRwwAA&url=http://www.bitshelf.com/yahoo%E2%80%99s-search-advertising-market-share-may-fall-to-8-1-in-2011/&ei=4sQSUsj4DbTJ4AO4g4CQBQ&psig=AFQjCNECIObLV56VqMe0kBDhH-aZEnIF-A&ust=1377048162270427

http://www.google.com/url?sa=i&rct=j&q=bluekai+logo+image&source=images&cd=&cad=rja&docid=TQjK-tbW3qCOhM&tbnid=GqnyPI-cnwH5CM:&ved=0CAUQjRw&url=http://www.gssmedia.com/?attachment_id=1364&ei=JskSUt-4EY3A4APIvoCABw&bvm=bv.50768961,d.dmg&psig=AFQjCNE6aievL__DqQQPlzC6YYe9BDEwgg&ust=1377049250548046


http://www.google.com/url?sa=i&source=images&cd=&cad=rja&docid=uPogjUkas7dj2M&tbnid=0lATFl2mQ0jeqM:&ved=0CAgQjRwwAA&url=http://www.mongoosemetrics.com/partner_integration&ei=u1sbUtvRJbe54AOVoYHgCA&psig=AFQjCNFSkEoi6KM9na4ccaI--dZY6x8sXQ&ust=1377611067671703



http://www.google.com/url?sa=i&source=images&cd=&cad=rja&docid=-UnZh20QosPuHM&tbnid=v2YPKDPrHjeckM:&ved=0CAgQjRwwAA&url=http://advertising.yahoo.com/article/right-media.html&ei=oLEkUsSzMcivsASO2YCQDg&psig=AFQjCNF3trdMwGLyQZ9FO4PkqgoOAtnP8Q&ust=1378222880850719




http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=D8j_6xjkivBjNM&tbnid=UcEotNdC8XReQM:&ved=0CAUQjRw&url=http://fmscblog.com/news-updates/fmsc-on-instagram-vine-and-tumblr/attachment/instagram-logo/&ei=CL1jUo2RHPe24APx2IHYBg&bvm=bv.55139894,d.eWU&psig=AFQjCNE3ccxA1ueo7RSS0PNXo4PClz9tlw&ust=1382354563285560


35

Measurement &

Optimization Audience Mgmt Experience Strategy & Planning Technology

Portfolio

Management

Segment

Leadership

Experience Design &

Planning

Consumer Preference

& Governance

Product Management

Brand Leadership

Addressability

Optimization

Audience Platforms

Innovation and

Testing

Measurement &

Attribution

Decision Science

Marketing Stack

Consumer Data

1st Party Platform

Leadership

3rd Party Platform

Leadership

Digital

Attribution Personalization

CMO

Portfolio

Strategy

Financial

Management

Segment

Leadership

Machine

Learning

Consumer

Advocacy

Identity

Management

Consumer Data

Governance

Programmatic

Media Mngmt

CIO

Organization The Platform Marketer – Organization

The Platform Marketer forms the

new “adaptive” organizational

model that allows the 9

competencies to work together

36

Platform Marketer Maturity Models

37

New competencies and addressability at scale extend the

CCRM framework to capture a great opportunity

Identity

Management

Addressability

Optimization

Audience

Management

Platforms

Utilization Targeting Personalization Organization Measurement Tech Stack

The CCRM Framework

The Platform Marketer Competencies

Addressability at Scale



Enterprise segmentation, which includes value and lifecycle

dimensions, forms the foundation of CCF

What data,

systems, tools

and

technologies

will be

necessary?

How do we

organize and

what

capabilities

and business

processes

will be

necessary?

Infr

astr

uctu

re


Budget Allocation

Experience Delivery


Customer Strategy

Integrated targeting and customization across media and channels

are optimized at the segment and individual level

Measurement and attribution at the segment level then drives

macro-level media and channel budgeting allocation



Segmentation

Value Planning O

rganiz

atio

n

38

New competencies and addressability at scale extend the

CCRM framework to capture a great opportunity

Identity

Management

Addressability

Optimization

Audience

Management

Platforms

Utilization Targeting Personalization Organization Measurement Tech Stack

The New Platform Marketer Competencies

Addressability at Scale



What data,

systems,

tools and

technologies

will be

necessary?

How do we

organize and

what

capabilities

and business

processes

will be

necessary?

Infr

astr

uctu

re


Budget Allocation

Experience Delivery


Customer Strategy

Integrated targeting and customization across media and channels

are optimized at the segment and individual level

Measurement and attribution at the segment level then drives

macro-level media and channel budgeting allocation



Segmentation

Value Planning O

rganiz

atio

n

The CCRM Framework

Enterprise segmentation, which includes value and lifecycle

dimensions, forms the foundation of CCF

39

Merkle

John Lee

SVP, Vertical Markets

[email protected]

introducing the platform marketer - merkle inc....introducing the platform marketer john lee . 2...

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