Data Driven Marketing. May 18th 2018. Data Driven Innovation. Engineering Department, University of Roma Tre

1. “Data-driven Marketing
is not innovative!”

2. What is Data-driven
Marketing?
Don’t just publish!
Personalize!
Based on data!
In real-time!
DATA
INSIGHTS
CREATIVE
PERSONALIZATION
AUTOMATION &
INTELLIGENCE

3. Data Insights
Consumer Buying
Behavior
Contextual
Information
Device
Information
Time / Day
Information
TV / Movie
Interests
Finance
Information /
Household Income
GEO-Location
Data

4. Automation & Intelligence
A media agency
cannot handle
40.000 small
campaigns!
How can the
process be
automated?

5. Creative Personalization
Personalize with dynamicBut the impact …
Combine with real-time trigger
media buy creative
30% 70%
Imagery Copy Video Color
Animation Button Exit URLs Fonts

6. “Data-driven Marketing
is not innovative, but
necessary!”

7. The evolution of Data-driven Marketing within the
Data-driven Economy
CRM Automation
2002
Marketing Automation
2005
Data Management &
Real-Time Advertising
2010
Creative & Data
Management
2015
Information Asymmetry Machine Learning Market Concentration New way of exchange System Risk
Data-driven Economy
Early 21st century
2nd incremental Innovation Trend Must-Have1st incremental Innovation

8. WhysomebrandsstillthinkData-driven
Marketingisinnovative?
Creative
Agency
Brand
Media
Agency
Marketing
Technology
Old Mar Tech Model New Mar Tech Model
Creative
Agency
Brand
Media
Agency
• Transparency
• Knowledge Transfer
• Data Ownership
• Testing
Marketing
Technology

9. Why should Data-driven Marketing have long been
a part of your business?
Benefits
SALES EFFECTIVENESS
PERSONALIZATION
.
GENERATING INSIGHTS
EFFICIENCY IN MEDIA BUYING
.

10. What are the
challenges in Data-
driven Marketing
in 2018?

11. Data-drivenMarketingchallenges
Data
Partnerships
Blockchain for
advertising
Brand &
Data Safety
Regulation in law
on data

12. Data Partnerships
1st Party Data
Your Audience Data; Collected directly from your
sources (CRM Data, Subscription Data, Social Data,
etc.)
2nd Party Data
Someone else’s 1st Party Data
3rd Party Data
Aggregated Data from various sources
(The large volume and broad scope are some of the primary
benefits of third party data. The downside is that you don’t
know the original source of the data.)
Single Sign-On
Data Security
Verimi: European Data & Identity Platform
Marketing Data Alliance
Single Sign-On / Marketing Permission
Audience Sharing

13. Blockchain for advertising
User /
Potential
Customers
Publisher
Advertiser
Crypto Platform
Brands buy ad inventory from a Crypto Platform
using Crypto tokens
Crypto Platform pushes advertisements to
publishers
Advertisements serving
transactions are recorded in
blockchain for transparency
and audit
At the end of the campaign, Crypto Platforms
rewards token to publishers
Blockchain is an ledger or record of transactions between a network of participants.

14. Brand & Data Safety
December 2017
January 2018
September 2017
May 2018

15. Regulation in law on data
Are there any new regulations?
Should I take the new regulations seriously?
What are the renewals?
How does it impact advertising?
Automated
Data
Management
Tracking
Record
Disposal
Consent of
the
consumer
Right to be
forgotten
Record-
keeping
requirements
Penalties: 4% of annual global revenue or 20 Mio.
€ (whichever is greater)
GDPR (General Data Protection Regulation):
25. May 2018

16. “Data-driven Marketing is not
innovative, but necessary!
Furthermore new challenges
have to be mastered!”

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Copyright © 2017 Deloitte Development LLC.
All rights reserved. Member of Deloitte Touche Tohmatsu Limited
Thank you.
Jan Kempelmann
Contact: jkempelmann@deloitte.de