joe reid, krux: people data activation, from paradox to paradigm @ imedia data-fuelled marketing...
TRANSCRIPT
© 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
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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?
??
?
?
?
?
?
??
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?
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?
?
?
?
? ?
?
??
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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
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Or is it …
Articles
Photos
Videos
Comments
Tweets
Posts
Products
Ratings
Charts
Blogs
Infographics
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
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