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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

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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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