Chango and Winterberry Webinar - Data Management Platform

The Data Management Platform:Foundation for Right-Time Marketing Jonathan MarguliesManaging Director

February 27, 2013

Winterberry Group: Supporting the Growth of Advertising, Marketing, Media, Information and Technology Organizations

Strategic Consulting

• Corporate Strategy

• Market Intelligence

• Process Optimization and Alignment

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• Investment Banking Services, through

Thanks to Our Sponsors and Executive-Level Research Panel

N=163 , surveyed July-Sept. 2012

Marketing Services & Technology Providers:

66%

Publishers:23%

Advertisers/

Marketers:11%

“What Is Data?” Depends on Your Perspective…

Targeting

Audience InsightsVs.


Anonymous

Personally-IdentifiableVs.


CreepyRelationship-EnrichingVs.


“Big”

EstablishedVs.

In the Media and Marketing Worlds, A Frenzy of “Big Data” Investment Has Three Constituencies Vying for a Piece of the Pie

“The Buyers”: Marketers, Advertisers, Publishers

Shared Goals: Activation, Engagement, Value

“The Intermediaries”: Agencies, Exchanges, Ad Tech & Service Providers

“The Sellers”: Publishers, Compilers, Researchers

And Recently a Technology Solution—the DMP—Emerged to Deliver on These Goals. But Interpretations of the DMP’s Role Still Differ…

“Makes important data

available in a central

location”

“A tool to ingest and store massive amounts of data”“360-degree view of

our data assets”“Provides a complete view of customers”

“It’s about

audience”

“Take any data source

and make it actionable”

“A ‘Big Data’ activation solution”

“A tool for optimizing interactions”

“Where we push

segments for

media targeting”

The DMP Aggregates, Integrates, Manages and Deploys Disparate Data

77%

Interest in DMP Solutions is Substantial—And Growing Rapidly

“What type of role do you think DMPs are likely to play in

expanding the performance of companies’ long-term

advertising and marketing efforts?”

92%

“How would you say that your (or your clients’)

interest in DMP solutions has changed over the last

several years?”

Source: Winterberry Group

87% 83% 81%74% 73%

63% 63% 63% 59%54%

Need to improve ad targeting

effectiveness

The shift to "audience buying"

Want more connected customer insights

Emergence of automated

digital media buying

Want to optimize

media buying efficiencies

Need to realize the potential of

cross-channel marketing

Need tools to manage large amounts of

data

Need a strategy for tackling "big

data"

General need to gain

competitive advantage

Need to connect off-/online data in a privacy compliant

way

“Which of these factors are major contributors to growing interest in (and

demand for) DMP solutions?”


More Than Anything Else, Interest in DMPs Is Being Driven by Widespread Need to Target Audiences Across Media

96% 92%

64%58% 56% 55% 53% 51%

First-party behavioral

Third-party behavioral

Offline Social media Search Mobile Location-based Email

Note: Panelists were asked to select all applicable data typesSource: Winterberry Group

“What types of data are currently managed by DMPs?”

Despite the Long-Term Potential of “Multichannel,” DMPs Today Are Geared Primarily to Support Digital Data Applications

Six Primary Use Cases Have Emerged—Defining the Long-Term Role of the DMP for Advertisers, Marketers and Publishers

Integrating Disparate Data Sets—Traditional and Digital—to Deliver Multichannel Customer Communications

Developing Rich, Actionable Audience Segments for Expanded Media Sales

Optimizing the Digital Customer Experience

Use C

ases

Collecting and Managing Independent Feeds of Digital Data

Powering Targeted Online Advertising

Empowering Deeper, More Insightful Customer Analytics

Cu

rren

t Matu

rity

INTERMED.

ADVANCED

INT. (Adopt.)

LOW

LOW

LOW / INT.

73% 71%63%

56% 55%

44%38%

32%

15%

Internal process and marketing

operations hurdles

No clear internal owner for DMP

solution

No clarity into the role of DMPs

in the C-suite

Lack of established performance

metrics

Lack of clear business case /

ROI expectations

Concerns about privacy, security

and data governance

Concerns over cost

Lack of addressable data to fuel DMP use

Prefer to wait for next

generation technology


“Which issues would you describe as ‘major hurdles’

inhibiting faster DMP deployment?”

The Challenge to Deeper Deployment Isn’t Technology: It’s Internal Operating Barriers

In Summary: The DMP Represents an Opportunity to…

• Unite the interests of advertisers, marketers and publishers

• Present a foundational infrastructure for managing cross-channel customer experience

• Demonstrate the value to be received from other data and technology investments

• Initiate the activation of “Big Data”—putting the marketer in the driver’s seat for enterprise data strategy

• Make sure we always have enough acronyms to keep us confused!

Thanks! And Don’t Forget to Download “The DMP: Foundation for Right-Time Marketing”

Jonathan MarguliesManaging Director

[email protected]

@jcmargulies

www.winterberrygroup.com@WinterberryGrp

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