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De keynote van Joe Reid tijdens de IT Innovation Day 2014
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Know Your Audience:
Innovation Built on Big Data
Joe Reid, MD Europe
IT Innovation Day - September 2014
© 2014, all rights reserved | Proprietary & Confidential, Krux Digital Inc. | Not for distribution. | krux.com
@Kruxdigital2
Krux Background
HistoryFounded in 2010, HQ in San Francisco, offices in Boston, London, New York City, Singapore, and Sydney
© 2014, all rights reserved | Proprietary & Confidential, Krux Digital Inc. | Not for distribution. | krux.com
MissionTo improve marketing
effectiveness, engagement,
and the consumer
experience through the
efficient, policy controlled,
and responsible use of
data.
2Bpeople devices
5PB analytic environment on-demand
80%of connected web
100Bimpressions
@Kruxdigital3
@Kruxdigital4
Data Innovation Begins with One Simple Cultural Decision
© 2014, all rights reserved | Proprietary & Confidential, Krux Digital Inc. | Not for distribution. | krux.com
@Kruxdigital5
And for the MS competitors in the room…
© 2014, all rights reserved | Proprietary & Confidential, Krux Digital Inc. | Not for distribution. | krux.com
@Kruxdigital6
The Influential Role of IT – Anticipating the Big DATA
Needs of your Costumers
Think about your role in the application of Bayes Theorem – the ability to
associate the past with the current, and future
Be the guide posts to enable your peers to think probabilistically and drive
your businesses forward
The secret to working with data is to try, and err.
Make the data available dynamic and actionable
Provide tools to harness the intersection of the objective and subjective
© 2014, all rights reserved | Proprietary & Confidential, Krux Digital Inc. | Not for distribution. | krux.com
@Kruxdigital7
@Kruxdigital8
Consumers are increasingly complex and dynamic
and can’t be put in to basic segments (anymore)
© 2014, all rights reserved | Proprietary & Confidential, Krux Digital Inc. | Not for distribution. | krux.com
@Kruxdigital9
People data is coreNeed to communicate directly and personally with people
“I want it
PERFECT!”
“I want it NOW!”
“I want it PERSONAL!”
@Kruxdigital10
Marketing in the new world order…
Mobile
App
Location
Content
(Owned)
App
Web
Social (Earned)
Offline
Sales
Registration
ERPCRM
TV
Coupons
Online
Influencer identification
& engagement
Media (Paid)
Set Top Box
Browser
Search
Blogs
In-Store
… is about capturing and harnessing people data to power smarter,
more personal experiences
@Kruxdigital11 @Kruxdigital11 M
Getting a single view of the customer is improving but
still needs attention
© 2014, all rights reserved | Proprietary & Confidential, Krux Digital Inc. | Not for distribution. | krux.com
@Kruxdigital12
Everyone now need to do more with less
© 2014, all rights reserved | Proprietary & Confidential, Krux Digital Inc. | Not for distribution. | krux.com
89% 76%
No Change in Budget
or ResourcesNew
Responsibilities
Source: Forrester/Business Marketing Association May 2013 Global Marketing Online Survey
@Kruxdigital13
IT budgets and decisions are shifting
© 2014, all rights reserved | Proprietary & Confidential, Krux Digital Inc. | Not for distribution. | krux.com
37%
• 37% of total technology spend outside
of IT control
• 69% of business unit leaders believe
they can make better, faster
department technology decisions when
IT is NOT involved
• 79% of C-level executives believe they
can make technology decisions better
and faster than IT staff
Avanade: Global Survey: What’s creating tension between IT and business leaders – April 2014
@Kruxdigital14 @Kruxdigital14 M© 2014, all rights reserved | Proprietary & Confidential, Krux Digital Inc. | Not for distribution. | krux.com
@Kruxdigital15
IBM Global CMO Survey
The technology problem
71% CMOs say they don’t have the
tools needed to master data driven
marketing.
© 2014, all rights reserved | Proprietary & Confidential, Krux Digital Inc. | Not for distribution. | krux.com
@Kruxdigital16
In the Data Era, DMPs are the control center
and IT can lead the charge
© 2014, all rights reserved | Proprietary & Confidential, Krux Digital Inc. | Not for distribution. | krux.com
Data Management
• CRM Data
Marketers
• Purchase Data
• Loyalty Data
• Campaign Data
• Website Data
• Subscription
Data
• Registration
Data
• Website
Data
Personalized engagement
Actionable customer
insightsHigher ROI on marketing
Outside Systems &
Partners
@Kruxdigital17
A flexible solution that spans all data inputs &
execution channels
© 2014, all rights reserved | Proprietary & Confidential, Krux Digital Inc. | Not for distribution. | krux.com
Online &
Mobile Data Data Protection
Privacy Settings2nd Party
Partner Data
3rd Party Data
Providers
Campaign &
Outbound
Consumer
Behavior, Intent,
Interest, &
Engagement
Segmentation & Discovery
Cross-Channel Campaign
Analytics
Direct Buys
Programmatic
Buying/Selling
Social
Cross-Channel
Controls
Actionable
Segments
Search
@Kruxdigital18 @Kruxdigital18 M
Case Study: Eliminating Marketing Waste
© 2014, all rights reserved | Proprietary & Confidential, Krux Digital Inc. | Not for distribution. | krux.com
30% of Impressions in desired frequency
30% Impressions over exposed
CHALLENGE
Major brand marketer runs across more than 20+ media and programmatic channels every month
Severe audience duplication
No global control mechanism to optimize frequency effectively
SOLUTION
Globally managed frequency using Krux
Improved ROI: By optimizing under-performing partners & audiences
Reduced Media Waste: Identified media execution partners with problems
Saved Operational Cost: By eliminating over-saturation on a per-user basis
Target Frequency
Reducing Waste by 240% - less than 3%
overage
Overage
@Kruxdigital1919
Questions?
© 2014, all rights reserved | Proprietary & Confidential, Krux Digital Inc. | Not for distribution. | krux.com
ThanksJoe Reid, MD Europe
IT Innovation Day - September 2014
© 2014, all rights reserved | Proprietary & Confidential, Krux Digital Inc. | Not for distribution. | krux.com
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