The roadmap

Media.Monks Proprietary & Confidential 1
The Roadmap

This deck is the only
analytics roadmap you’ll need
for the next 18 months
Hi there!

‘22 Roadmap Framework Reboot Priorities
Something something divide
and conquer.
Data Lake Alignment.
Adobe Analytics.
Stakeholder interviews are useful
but here they’re a great time
filler between internal syncs.
Mental Health Webinar and FLoC
TOPICS!
SHOWCASE WEB3
DISCOVERY
Step 1
0P,1P,2P
3P
Q5
NFT
COOKIELESS PLAY BOOKS
Capture 1P using TTD UID 2.0
Going forwards with a single
unified vision of CDP in a multi-
cloud ecosystem.
Release the DAO!
WHEELBARROW
Metaverse synergy
What’s privacy?
AI > FB CAPI FTW
dApp
Double Down
beyond 202X

87%
Of you will be rightly unimpressed by this
Yes, you’re right, but this small print is not an apology. Keep reading if
you’re not actually listening to me right now. There’s a big reveal in about 5
slides time - stay till the end, like and subscribe, comments down below
guys!
Who is STILL looking at Slack?

No, that’s NOT all folks.

Problem
statement
Technical
solution
Scalability Competitive
Advantage
What’s not in
there?
Business case

The What?
Nuts and bolts. Tactical actions.
What results to expect.
The How?
Solution features addressing the
“Why” challenges
How it pays for itself again and again
The Why?
What pain points are
being solved?
What are the trends to
get ahead of?
Solution and benefits…

Physics’ “Three Body Problem”
tells us that when you have
three planetary bodies orbiting
one another in space, it’s
impossible to accurately
predict their paths due to the
complex and ever-changing
gravitational relationship
between them.
Define the
Problem

3 Body
Problem
Antitrust, National
Security, protectors of
consumer privacy
Yes, it’s a ‘Venn Diagram’
Content Fortresses, Walled
Gardens, device makers,
software giants, adtech, telcos
The inevitable reaction to
tracking, surveillance, and
being chased around the internet
by mattress adverts
Media fueled
Vendor fueled (buy our secure
phones!)
Tech
Public
Opinion Regulation

The Roadmap delivers readiness for change.
● Privacy first
● The 1P data pivot - exit 3P
● Embrace probabilistic data
● Always be activating
● Automation for scale
Frame the
Solution

Welcome to the second Venn Diagram
Foundation Collection
Activation
Automation
Prepared for Growth
Exit 3P. Double down on 1P.
Server side. Server to server.
Align with business goals, KPIs,
targets - stradejeeee!
Privacy first, embracing the
regulatory spirit,
transparency, and trust.
Cultural and strategic
change
Data has a purpose.
Data has value.
Recognise the former to unlock the
latter
Lowest cost route to scale
confidently, accurately, reliably.

Who wins?
Who loses?
Spoiler alert - it’s not a zero sum game
But we still have this conversation - this is
overdue
What does
Privacy First
mean?

Half of US consumers accept
all cookies despite concerns
about how their data is
shared.
“
The Drum
Nov ’21
https://www.thedrum.com/news/2021/11/17/half-us-consumers-accept-all-cookies-despite-concerns-about-how-their-data-shared

So, what are they afraid of?
They aren’t exactly sure.
“
The Drum
Nov ’21

Compare ATT subtexts
Other options are available
https://twitter.com/eric_seufert/status/1462432076968431629

It’s not web3 but it is the smart move
First Class
First Party

40+%
Nemlig gathers new insights and grows conversions by 40%
Denmark’s leading online grocer sets new standards for first party data
collection quality: “With Server-Side Tagging, you can strip all of the personally
identifiable information from users’ sessions before sending data to our
analytics and advertising systems,”
https://marketingplatform.google.com/about/resources/nemlig-gathers-new-insights-and-grows-conversions/

Speed
After adopting Server-Side
Tagging, Nemlig was able
to move tags from the
browser into its secure
server container,
improving its page load
time by 7%
Data Quality
Since implementing
Server-Side Tagging,
Square has seen a 46%
increase in reported
conversions.
Compliance
Integrate Google Analytics
with your consent
management platform so
that your tags
automatically respect user
consent choices with no
loss of first party data.
Coupled with server side
GTM, your 1P cookies are
fully ITP compliant.
Multiple benefits The improved data
quality and direct
link to Google
Cloud products
was a key reason
we chose this
solution.
“
Martin Madsen
Head of Web and App
Analytics, Nemlig

Client Side GTM Server Side GTM

Server Side Data Collection
Establish the right foundation: a future-proof, compliant data collection ecosystem
Data
Stewardship
Own the data
collection and have
fuller control over
what is collected and
when, leading to
better first party data
quality.
Security
Reduce the
number of scripts
from third parties
being loaded on
your website
pages, better for
security.
Performanc
e
Fewer scripts on the
page results in faster
page load times.
Privacy
Using SGTM gives
you more direct
control over precisely
what data is then
shared with third
party vendors.

Collection - server side or client side - this still matters

Spoiler alert - data loss has always been a thing
Don’t you dare say COOKIELESS…
Deterministic data
Vs
Modelled data

2021 - present
Modelled data volume
growth accelerates - we’re
prepared and ready
2016
Modelled data already present
3P utility decline from the year dot. Deterministic volume decline from ‘16

Modelled data
solutions in the adtech
ecosystem
All browsers ever
Reject 3P cookies
Google
Enhanced conversions
Consent Mode
3P ID Res’n
SafeHaven, TTD et al

165%
Appliance retailer increases visibility of transactions
As a relentless innovator in the houseware industry, this Media.Monks client
deployed Consent Mode, and GA4 on their sites. This project successfully
delivered all components to build a scalable technology solution, and a
commercially sound business model to support their growth with significant
improvements in data quality.

Signals in data
The average purchase
revenue per user was
actually lower compared
to the non-modelled data
by nearly 40%. Being
able to eliminate false
positives from data is
incredibly valuable
Compliance
Consent Mode changes
the behaviour of Google
Marketing Platform tags to
respect user consent
choices while still enabling
first-party data collection
in a privacy-safe and
regulatory compliant
manner.
Data Quality
Leveraging GA4 and
Consent Mode, a client
was able to regain valuable
insights into purchasing
behaviour. With the
consent mode modelling
beta enabled, they
immediately saw 165%
more transactions.
Multiple benefits They have been
fundamental in
implementing
Google Consent
Mode and
integrating it with
our cookie
management
software,
OneTrust
“
Senior Manager, Global
Business Development

Activate

The good news for marketers
is that nearly half (44%) of
consumers say they’d be
somewhat or very
comfortable sharing their
personal information in
exchange for a discount or
special offering from a brand
they liked.
“
The Drum
Nov ’21

75%
Consumers tried a new
shopping behaviour during
the pandemic
Personalisation unlocks the value in data
https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/the-value-of-getting-personalization-right-or-wrong-is-multiplying

71%
Expect personalisation
75%
the pandemic

76%
Frustration when it’s not
there...
71%
Expect personalisation
75%
the pandemic

Consumers
reward
brands who
get this right
Personalise
More likely to
consider
purchasing
Consumers
more likely to
recommend to
friends and
family
More likely to
consider
repurchasing
1
3 2
78%
76%
78%

Automation isn’t just clever scripting
- okay, there’s a lot of that but it’s as
much what, as how the automation
happens and the second order
effects...
Automate
Secret sauce recipe alert!

“We charted out a vision so that
whatever we built was going to be
able to last the test of time.
Because it wasn’t going to be
what I use as the Head of Global
Media, it was going to be what the
next six to eight Global Heads of
Media were going to need”
“
Jon Halvorson, VP Global Media, Mondelez

Automation

Automation
Templated GA/GTM deployment
Cloud based automation of GTM and GA deployment.
● Fast
● Consistent
● Reduced effort
● Increased profitability
● Increased accuracy
● Deploy new or edits
● Save hundreds of hours

Getting 1,400
Partners to Play
Team Ball
SIDEARM Sports is the technology engine that powers unique
digital fan experiences to over 1,400 partners in college
athletics—generating a ton of data in the process. To best
manage this data firehose, we developed a cloud-hosted tool
that automates configuration tasks and updates using Google
Analytics Management and Google Tag Manager API
functionality, keeping SIDEARM in lockstep with each partner
site. We also built a tool that checks the status of sites and their
dataLayers by verifying it against a master data source, ensuring
data accuracy.
200 hours of
manual data
entry saved
Results Improved data
quality
Faster decision-
making Show me the work

So what?

02
01 03
BIG REVEAL
We do all these
things
We embrace this
approach in our
own data
ecosystem
We practice
We run fast and
break our own
things first
This is how we
scaled
This was no
accident, it’s
designed to be
different. We
know the old way
was broken

Media.Monks GCP & Looker services Which?
WE DID IT FOR A SIMPLE MISSION:
Provide a seamless access to
the world’s best marketing
services
Data Consultancy
Data Consultancy
Digital Media Content
Data Consultancy
Data

Building your measurement infrastructure
Jan ‘22
1PD strategic focus
Data ecosystem
planning & design
GA4 MVP
Apr ‘22
Business focus on modelled
(probabilistic) data
Build data to compare and learn
Automate audits for compliance
Q3 ‘22
MMM
Experimental campaigns
Modelled audiences
Calibrated results
2024
Data spine delivering robust
and competitive edge
through digital maturity
growth
Feb ‘22
Consent Mode
Enhanced Modelling
Google Signals
Probabilistic media
measurement
May ‘22
Experiment planning
Campaigns
Hold outs
KPIs & targets
H1 ‘23
Econometrics drive
marketing performance and
attribution
Beyond 202x
Democratised, pragmatic
data activation
Privacy first
Regulation proof

Your measurement infrastructure is a journey
Preparation for a 1P data focus.
Strategic shift away from 3P
data. Adopt probabilistic
models in media performance
measurement.
Automated audits, experimental
exploration of methodological
and measurement changes.
Understand what’s different,
explain it, build on it.
ACTIVATION
FOUNDATION
Step 1
0P,1P,2P
3P
2022
BAU
COLLECTION
Data is not collected for
reporting purposes. Data is an
asset that generates a return.
Collect less, do more.
AUTOMATION
Essential for efficiency.
Inorganic scaling.
Remove manual activity.
Through and
beyond 202X

there seems to be a confusion
between maturity and
complexity. What is often
being referred to as maturity
in these maturity models for
Analytics or for
Experimentation is often
better recast as complexity.
“
Matt Gershoff
Nov ’21
https://www.linkedin.com/posts/mattgershoff_analytics-activity-6868676626297823232-VqZ_

Maturity is the ability to
respond appropriately to
one's environment - knowing
when and how to act,
according to one's
circumstances.
“
Matt Gershoff
Nov ’21
https://www.linkedin.com/posts/mattgershoff_analytics-activity-6868676626297823232-VqZ_

Questions?
Ask your favourite monk
doug.hall@mediamonks.com

The roadmap

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