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PROGRAMMATIC DISPLAY
MARCH 2017 Programmatic Display
DRIVING EFFICIENCY, IMMEDIACY AND CONTROL
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HOW HAVING A WIDER DATA STRATEGY CAN INFLUENCE AND IMPROVE PROGRAMMATIC BUYS
www.greenlightdigital.com
www.greenlightdigital.com | +44 (0)20 7253 7000
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Data Science & Audience Insights
“There are two aspects of data-driven marketing – advanced data management and programmatic buying – that sit at the core of the current data revolution that’s disrupting business models across the globe.”
WOJCIECH BEDNARZ, DATA & INSIGHTS SENIOR STRATEGY MANAGER
Data-driven marketing has become
aspects of data-driven marketing
advertisers, agencies and publishers;
somewhat of a catchphrase
– advanced data management
but challenges related to data silos,
and, according to CMO, 78% of
and programmatic buying – that
privacy issues and the Gordian
marketers have either already
sit at the core of the current data
knots of data captured every year
embedded it into their marketing
revolution that’s disrupting business
are the primary obstacles when it
plans or consider it strategic to
models across the globe.
comes to gleaning the full value and
do so in the foreseeable future .
efficiencies of combining the two.
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Additionally, 53% of marketers
That being said, understanding
It is, nonetheless, worth considering
noted “a demand to deliver more
the need to have a data strategy
ways to help tackle such challenges
relevant communications and to be
and having one are two different
head-on with a robust data strategy
more customer-centric” as among
things. Technologies such as
that can propel your programmatic
the most important factors driving
programmatic buying and data
buying to new heights.
their investment in data-driven
management platforms (DMPs)
marketing . As such, there are two
provide tremendous value for
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Data Science & Audience Insights FIRST THINGS FIRST
Which brings me to my next point:
sophisticated retargeting strategies;
lack of processes and resources
by combining those valuable data
First-party data collected directly
often result in poor data strategies.
sets with third-party data providers
from your customers is the crown
Without a dedicated team, the whole
to execute sophisticated bidding
jewel of every organisation; it can
endeavour of mastering first-party
strategies which are more focused
include anything from behavioural,
data can be futile and result in
and relevant to your customers’
transactional, CRM, campaign or even
frustration over wasted investment. In
profiles6.
mobile app data – the more sources,
fact, successful data ROI companies
When you reach the point where
the better. In fact, according to
are three times more likely to have
you’re in full command of your
Econsultancy3, marketers that make
had a dedicated team available to
first-party data, you’ve segmented it
use of email, mobile and geo-location
lead those data initiatives .
into some standard sub-segments
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data as first-party data sources
and you’ve sliced and diced by
actually report stronger ROIs than
LONG-TERM RESULTS
demographic, behavioural and
those who don’t.
AND IMPACT
interest signals, it won’t just drive your overall programmatic buying
BUT HOW DO THEY
Overall, the ingredients to a
and marketing strategy by increasing
GET THERE?
successful strategy are: technology
efficiencies and targeting, it’ll put you
(DMP), processes and dedicated Unfortunately, there’s no easy
in a position wherein your data can
resources. Once you have those
way around it, and those who are
become an additional revenue stream
three elements in place, you can
leading the pack are also excelling
(as it can be swapped or sold to
start to leverage first-party data and
in other areas such as robust client
other brands for your mutual benefit,
build rich audience profiles that’ll
journey analysis, advanced content
creating new strategic partnerships
better inform your programmatic
personalisation strategies and
and business opportunities).
buying strategies5. From there, you’ll
marketing attribution – all driven by
improve your understanding of your
The above starts and ends with the
data. Using technology that helps to
audience’s demographics, preferences,
ability to master your first-party data,
master those capabilities under one
attitudinal and behavioural patterns,
which is the first step towards a data-
umbrella is a good start, but DMPs
which can be used either for real-
driven planning strategy which won’t
can very quickly turn into data dumps
time optimisation or as a great pre-
just drive better results, it’ll give you
if the data being collected isn’t
and post-campaign planning tool.
accurate and invaluable insights to
understood properly and acted upon.
Additionally, you can use your first-
bridge your understanding of your
party data insights for much more
audiences.
1. http://www.cmo.com/features/articles/2016/5/31/15-mind-blowing-stats-about-data-driven-marketing.html#gs.sFUoqKg 2. http://www.cmo.com/features/articles/2016/5/31/15-mind-blowing-stats-about-data-driven-marketing.html#gs.sFUoqKg 3. https://econsultancy.com/reports/the-promise-of-first-party-data/ 4. https://econsultancy.com/reports/the-promise-of-first-party-data/ 5. http://www.mediapost.com/publications/article/292914/implementing-a-data-strategy-with-your-programmati.html 6. https://www.aaaa.org/thetransformativepotentialofprogrammaticbuying/ www.greenlightdigital.com | +44 (0)20 7253 7000
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