Keynote Joe Reid IT Innovation Day 2014

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


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


@Kruxdigital5

And for the MS competitors in the room…


@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


@Kruxdigital7

@Kruxdigital8

Consumers are increasingly complex and dynamic

and can’t be put in to basic segments (anymore)


@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)

Twitter

Facebook

Pinterest

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


@Kruxdigital12

Everyone now need to do more with less


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


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.


@Kruxdigital16

In the Data Era, DMPs are the control center

and IT can lead the charge


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


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


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?


ThanksJoe Reid, MD Europe

IT Innovation Day - September 2014


Technology

Keynote Joe Reid IT Innovation Day 2014