The document discusses how data management platforms (DMPs) can help marketers overcome challenges in measuring marketing performance by integrating data from different sources to get a unified view of customers and their journeys. It presents a 4-step approach for modern media measurement involving going beyond silos, conversions, and last-click attribution to seek actionable insights. The importance of having clear objectives is also emphasized to ensure metrics and strategies are properly aligned.
5. blue2purple confidential & proprietary 5
what we do today, agenda, timeline
Timeline
break 15 minutes
Laurence
Ad blockers
Gaetan
GRP
Gert-Jan
360 Suite
Frederik
DMP
Tim
Data Policy
Karima & Lisa
Cases
7. blue2purple confidential & proprietary
DISCLAIMER
The facts expressed here belong to everybody, the opinions to me.
The distinction is yours to draw...
«
»
10. blue2purple confidential & proprietary
Definition:
10
In adver<sing, a gross ra<ng point (GRP) is a measure of the size of an
adver<sing campaign by a specific medium or schedule. It does not measure
the size of the audience reached.
GRP = REACH X FREQUENCY
GRPs = 30% (of the targeted group) X 4 Exposures
GRPs = 120
11. blue2purple confidential & proprietary
Limitations
11
GRP = REACH X FREQUENCY
= 30% (of the targeted group) X 4 Exposures
GRPs = 120
Es<mates based on panels
Es<mates based on panels
12. blue2purple confidential & proprietary
The Rising Cost of Consumer Attention
12
Decreasing aVen<on to TV ads
16. blue2purple confidential & proprietary
GRP Evolution
16
GRP VIDEO (or MRC in the US)
GRP GRP ß GRP INTERNET
17. blue2purple confidential & proprietary 17
GROSS RATING POINT
• Panel Based (CIM: TV 1500 households)
• Do not measure the crea<ve impact
• Based on historical data
• Only focus on demographics
YOU NEED TO GUESS - But this is what we get.
18. blue2purple confidential & proprietary 18
GROSS RATING POINT
WHAT IF:
YOU COULD MEASURE EVERYTHING
BUY JUST THE MEDIA YOU NEED
IN REALTIME
FOCUS ON ADDITIONAL INFO THAN ONLY ESTIMATED SOCIO-DEMO
24. blue2purple confidential & proprietary 24
• THINK DIGITAL FIRST
• WHERE IS MY AUDIENCE
• HOW TO REACH THEM
• WITH WHAT MESSAGE
25. blue2purple confidential & proprietary
Joris Merks-Benjaminsen
25
• Build personae & Map their consumer journey
• Control the touch points
• Build a brand funnel & build a strong story telling
• 1o1 story telling thanks to programma<c
• LAST CLICK ONLY IS DEAD
DIFFERENT TYPES OF JOURNEYS FOR DIFFERENT PROSPECTS INSTEAD OF REACH ONLY
26. blue2purple confidential & proprietary
Automation of the full media mix based on signals
Be relevant – based on data – across the buying cycle 26
31. blue2purple confidential & proprietary 31
ALWAYS ON BRANDING
NOT EVERYBODY WILL GET THE SAME MESSAGE AT THE SAME MOMENT
GRP DOESN’T WORK ANYMORE
Because we use signals instead of demographics
You don’t need to guess since you can measure and buy whatever you need
34. blue2purple confidential & proprietary
Programmatic TV
34
0,1%
IN 2014
4%
IN 2015
20%
ESTIMATED IN 2019 USE DATA , BUY LESS, BUY THE AUDIENCE YOU NEED
48. of marketers said that
marketing measurement
tools are difficult to use -
reducing cross-team
collaboration.
60%
of marketers surveyed
don’t believe that
their data sources are
well integrated.
84%
of marketers stated that
it is difficult to give their
stakeholders in different
functions access to their
data and insights.
57%
52. Solutions designed to win each moment in today’s multi-screen consumer journey.
Built for modern marketing
Users and
journeys, not
sessions and
devices
Understand the full
context of a user’s
journey across
channels and devices.
More insights,
not more data
Access and
collaboration
powers smarter
decisions
The full power
of your data,
when and where
you need it
Built in intelligence
does the heavy
lifting and quickly
delivers insights.
Share the data, work
together, and tell
compelling stories
that inspire action.
Integrations to better
understand and
improve each
consumer touchpoint.
70. Google Confidential & Proprietary
BETTER MEASUREMENT IS #1 CHALLENGE FOR LARGE
MARKETERS
71%
51%
31%
Measuring the ROI of my
marketing
Securing enough budget
Managing your website
71. Google Confidential & ProprietaryGoogle Confidential & Proprietary
THE BARRIERS EVOKED FOR MEASURING ONLINE PERFORMANCE
Solving the
cross-device and
cross-channel
purchase path
Data coming
from
heterogeneous
sources can’t be
easily reconciled
Hard to find
people capable
of generating and
interpreting
sophisticated
measurement
57% 51% 48%
Source EBG with Qlik, nov 2015
techno human
72. Google Confidential & Proprietary
a 4-step process for
Modern Media
Measurement
Step 1:
Go Beyond Silos
Do I have all the data that I
need in one place ?
Step 2: Go Beyond Conversions
Get a better vision of your customer
Step 3: Go Beyond Last-Click
Distribute fairly the credit across
touchpoints
Step 4: seek actionability
Take action from new insight in no
time
74. Google Confidential & ProprietaryGoogle Confidential & Proprietary
MY CAMPAIGN RESULTS
Impressions: 12 M
Clicks: 3 000
Revenue: 5600 euros
75. Google Confidential & ProprietaryGoogle Confidential & Proprietary
TARGETS
Choose realistic
targets
Metrics
and KPIs
What metrics reflect
best these goals ?
GOALS
What strategy can help
me achieve it ?
Define sound Marketing objectives, and the rest will
follow
OBJECTIVES
What is my website / app /
campaign exactly for? Seriously ?
E.g. INCREASE PROFITABILITY
E.g. MORE SALES
HIGHER MARGIN E.g.
Conv Rate
Avg Cart value,
% high margin products sold
E.g.
from 3 to 5%
Stay > 120$,
25% of high margin product
/ cart
76. Google Confidential & ProprietaryGoogle Confidential & Proprietary
ORGANIZE YOUR METRICS
ADCENTRIC
SITECENTRIC
SEE
THINK
DO
Banner Impressions X
Viewable Impressions X
Reach and Frequency X
Unique users X
New visits X
Bounce rate X
CTR X
2 product pages or more : $0.08 X
% Conversion Rate (for Download whitepaper /asset) X X
% Conversion Rate (for Download installer) X X
% Conversion Rate (for Register for webinar / demo/ live event) X X
Download installer (added as goal) : $12.50 X
Download whitepaper /asset (added as goal) : $10.00 X
Register for webinar / demo/ live event (added as goal) : $8.00 X
Demo Installs (added as goal): $25.00 X X
Purchases $1,000.00 (Offline + Online) X
GET MORE
PEOPLE TO
KNOW MY
PRODUCTS
GET PEOPLE TO
READ ABOUT MY
PRODUCTS AND
TEST THEM
GET PEOPLE TO
USE/BUY MY
PRODUCTS
78. Google Confidential & ProprietaryGoogle Confidential & Proprietary
While siloed systems work fine on
their own…
Data
Tools
Marketing
strategy
79. Google Confidential & ProprietaryGoogle Confidential & Proprietary
The fragmentation is worst when using multiple technologies
Data Loss
Poor Frequency
Control
Using multiple toolsets results in a 20% data loss each
time you transfer data sets between systems--data that
you have spent a lot of money to acquire
Self Competition
Using multiple toolsets makes it harder to control
frequency because you don’t have a single view of the
customer
Using multiple toolsets will most likely result in overlap and
self competition--i.e. bidding for the same impression/user
across partners
80. Single point of access
increases campaign
efficiencies up to
33%
Source: Cutting Complexity, Adding Value; Boston Consulting Group commissioned by Google, May 2013
Source: Adding Data, Boosting Impact; Boston Consulting Group commissioned by Google, September 2014
A unified platform leads to increased efficiency
and better performance
32%
average
reduction
in CPA
Better
performance
81. Google Confidential & ProprietaryGoogle Confidential & Proprietary
Tools work better when unified
Better
Insights
More
Efficiency
Better
Performance
82. Google Confidential & Proprietary
CROP YOUR
IMAGE TO
THIS SIZE
(Double click image
and drag handles)
1 : AUDIT
What tools do you
currently work with ?
Source: The Boston Consulting Group, "Efficiency and Effectiveness in Digital Advertising", June 2013
2 : SELECTION
What data points are must-
haves, what are secondary
?
3 : CHOICE
What’s the best place
where to build your single-
source-of-truth for media
measurement?
84. Google Confidential & ProprietaryGoogle Confidential & Proprietary
Imps
Sales, revenues
MOBILE
OFFLINE
CRM status
subscription
Product pages
re-visits
Time spent
Bounce rate
USER-centricity
85. Google Confidential & ProprietaryGoogle Confidential & Proprietary
CONTEXTUAL
DATA
Any external
factors
influencing the
conversion?
Weather, TV,
Geo, etc.
CUSTOMER DATA
What type of
customers
converted?
Number of
purchases, stage
of qualification,
demographics,
CRM segments,
lifestyle, etc.
PRODUCT DATA
Are all the
conversions of
same value?
Products in
stock, Brands,
weights,
product-level
margin,
categories, etc.
CONVERSION
DATA
Is the online
conversion
enough?
Offline
conversions,
modification of
existing
conversions.
What types of data can give more
insights to your online conversions ?
Beyond online conversions : offline insights
89. Google Confidential & ProprietaryGoogle Confidential & Proprietary
Now, you
have a
finer vision
of your
campaign’s
performan
ce
4
MY CAMPAIGN RESULTS
Impressions / Clicks / CTR
Revenue
CPA
Bounce rate: 54%
User engagement score: 4/5
Nb of store locator pageviews: 1234
X-device conversions:: 567
Offline conversions: 345
Time-decay conversions: 456
Assist ratio : 15
Assisted conversions : 678
User centric
metrics
Multi-channel and
attribution insights
90. Google Confidential & Proprietary
Doubleclick stack is genuinely built to fight
fragmentation across channels
Data from your Video, Mobile,
Desktop campaigns run
programmatically
Ad-centric
Data from your search campaigns
Site-centric
Off-line / CRM / 1st
party databases
Adserved or tracked
campaigns
Reporting
92. Brussels
/
Düsseldorf
/
Hamburg
/
London
/
Manchester
/
Munich
/
Paris
/
Shanghai
/
Silicon
Valley
/
fieldfisher.com
Data
privacy,
digital
marketing
&
BI
Selected
topics
Tim
Van
Canneyt,
Partner
-‐Technology,
Outsourcing
&
Privacy
department
blue2purple
What’s
Next
DIGITAL
event
-‐
30
June
2016
93. Brussels
/
Düsseldorf
/
Hamburg
/
London
/
Manchester
/
Munich
/
Paris
/
Shanghai
/
Silicon
Valley
/
fieldfisher.com
2
The
context
Data Protection Directive
• Dates from pre-internet age
(1995), trouble dealing with new
technologies.
• Fragmentation and inconsistency
due to 28 local flavours
• Lack of enforcement - compliance
General Data Protection Regulation (GDPR)
• Adapt legal framework to the globalised digital
society
• “One ring to rule them all”
• Enhance rights for individuals
§ Stricter obligations for companies
§ Increased enforcement
• 25 May 2018
EU
Charter
of
fundamental
rights
94. Brussels
/
Düsseldorf
/
Hamburg
/
London
/
Manchester
/
Munich
/
Paris
/
Shanghai
/
Silicon
Valley
/
fieldfisher.com
3
GDPR
–
A
game
changer
Most lobbied regulation in the history of the European
Parliament due to the monumental impact it will have on
companies doing business in the EU and even non-EU
businesses targeting European data subjects.
95. Brussels
/
Düsseldorf
/
Hamburg
/
London
/
Manchester
/
Munich
/
Paris
/
Shanghai
/
Silicon
Valley
/
fieldfisher.com
4
Personal
v.
anonymous
data
• Personal
data
=
any
informaDon
relaDng
to
an
idenDfied
or
idenDfiable
natural
person
– “in
par(cular
by
reference
to
an
iden%fier
such
as
a
name,
an
iden%fica%on
number,
loca%on
data,
an
online
iden%fier
or
to
one
or
more
factors
specific
to
the
physical,
physiological,
gene(c,
mental,
economic,
cultural
or
social
iden(ty
of
that
natural
person.”
• Pseudonymous
data
=
personal
data!
• Anonymous
data
is
out
of
scope
– Re-‐idenDficaDon
impossible
96. Brussels
/
Düsseldorf
/
Hamburg
/
London
/
Manchester
/
Munich
/
Paris
/
Shanghai
/
Silicon
Valley
/
fieldfisher.com
5
Consent
• Informed
– Request
must
be
intelligible
and
easily
accessible
– Minimum
informaDon:
who
and
why
• Free
– Possibility
to
refuse
without
detrimental
consequence
• Specific
– Not
“buried”
in
terms
of
use
• Unambiguous
– A
statement
or
clear
affirmaDve
acDon
– SensiDve
personal
data:
explicit
consent
• Minors
under
16:
parental
consent
required
for
informaDon
society
services
97. Brussels
/
Düsseldorf
/
Hamburg
/
London
/
Manchester
/
Munich
/
Paris
/
Shanghai
/
Silicon
Valley
/
fieldfisher.com
6
ProCiling
• DEFINITION
-‐
Automated
processing
of
personal
data
to
evaluate
certain
personal
aspects
of
an
individual.
– Especially
analysis
or
predicDon
of
individual’s
personal
preferences,
interests,
behaviour.
• INTERDICTION
to
take
decisions
solely
based
on
automated
processing
(incl.
profiling)
which
produce
legal
effects
concerning
individual
or
similarly
significantly
affects
him.
• UNLESS,
for
“classic”
personal
data
– Contractual
necessity
– Authorized
by
law
– Explicit
consent
• MOREOVER
• Right
to
obtain
human
intervenDon
• Right
to
express
point
of
view
and
to
contest
UNLESS,
for
sensiLve
personal
data
– Explicit
consent
– SubstanDal
public
interest
necessity
98. Brussels
/
Düsseldorf
/
Hamburg
/
London
/
Manchester
/
Munich
/
Paris
/
Shanghai
/
Silicon
Valley
/
fieldfisher.com
7
New
rights
for
individuals
(1/2)
• “Right
to
be
forgoOen”
• PART
1
–
ObligaDon
to
erase
the
data
concerned
(e.g.
consent
withdrawn,
objecDon
by
employee)
• PART
2
-‐
ObligaDon
to
noDfy
other
controllers
if
controller
made
the
data
public
• EXEMPTIONS
-‐
e.g.
right
of
freedom
of
expression
• Right
to
restricLon
of
data
processing
• PRINCIPLE
-‐
InterdicDon
to
process
data
(except
for
storage)
of
data
subject
– Data
subject
disputes
accuracy
of
the
informaDon
(during
verificaDon
of
request)
– Processing
is
unlawful
and
the
data
subject
calls
for
restricted
processing
instead
of
deleDon
• EXCEPTIONS
–
Processing
sDll
allowed
(e.g.
defense
of
legal
claims,
protecDon
of
3P
rights)
99. Brussels
/
Düsseldorf
/
Hamburg
/
London
/
Manchester
/
Munich
/
Paris
/
Shanghai
/
Silicon
Valley
/
fieldfisher.com
8
New
rights
for
individuals
(2/2)
• Mandatory
noLficaLon
to
recipients
– PRINCIPLE
–
ObligaDon
to
noDfy
each
recipient
of
personal
data
• Request
for
recDficaDon
of
data,
erasure
of
data
or
restricDon
of
processing
of
data
– EXEMPTION
-‐
disproporDonate
effort
• Right
to
data
portability
– PRINCIPLE
• ObligaDon
to
make
data
available
in
structured,
commonly
used
and
machine-‐readable
format
• Transmission
of
data
to
another
controller
without
hindrance
– WHEN
• For
informaDon
provided
by
data
subject;
and
• Processing
based
on
consent
or
contractual
necessity
100. Brussels
/
Düsseldorf
/
Hamburg
/
London
/
Manchester
/
Munich
/
Paris
/
Shanghai
/
Silicon
Valley
/
fieldfisher.com
9
International
data
transfers
(1/2)
•
What
consLtutes
an
internaLonal
transfer?
– Sending
documents
to
a
recipient
in
another
country
– Storing
documents
in
another
country
(e.g.
cloud
storage
of
your
files)
– Allowing
someone
based
outside
Belgium
to
access
data
stored
in
Belgium
– Irrelevant
whether
intra-‐group
or
not
• How
to
transfer
personal
data
within
the
EEA?
– EEA
=
EU
+
Iceland,
Norway
and
Liechtenstein
– Principle:
no
special
measures
needed
to
legiDmize
transfer
– RaLonale:
Recipient
is
also
subject
to
the
EU
data
protecDon
framework.
101. Brussels
/
Düsseldorf
/
Hamburg
/
London
/
Manchester
/
Munich
/
Paris
/
Shanghai
/
Silicon
Valley
/
fieldfisher.com
10
International
data
transfers
(1/2)
• How
to
transfer
personal
data
outside
the
EEA?
– ProhibiLon,
unless
laws
of
recipient
guarantee
adequate
level
of
data
protecDon
– Issue:
Most
non-‐EEA
countries
do
not
have
legislaDon
equivalent
to
the
EU
legal
framework
• EC
white
list:
Andorra,
Argen(na,
Canada,
Faeroe
Islands,
Guernsey,
Isle
of
Man,
Israel,
and
Jersey,
New
Zealand,
Switzerland
and
Uruguay
– AlternaLves
• EU
Model
Clauses
• US
Safe
Harbor
– Privacy
Shield?
• Consent?
102. Brussels
/
Düsseldorf
/
Hamburg
/
London
/
Manchester
/
Munich
/
Paris
/
Shanghai
/
Silicon
Valley
/
fieldfisher.com
11
Data
Protection
OfCicer
• Mandatory:
– If
core
acDviDes
=
systemaDc
monitoring
of
individuals
on
large
scale
• Mission:
• Advise
the
company,
raise
awareness
and
provide
training
• Monitor
compliance
and
perform
internal
audits
• Cooperate
with
data
protecDon
authority
• Profile:
expert
on
data
protecDon
law
–
internal
or
external
Source:
Computerweekly.com
and
IAPP
103. Brussels
/
Düsseldorf
/
Hamburg
/
London
/
Manchester
/
Munich
/
Paris
/
Shanghai
/
Silicon
Valley
/
fieldfisher.com
12
Data
Protection
Impact
Assessments
High
risk
processing
Nature
Scope
Context
Purpose
…
generally
…
in
par(cular
Profiling
• Profiling
on
which
decisions
are
based
that…
significantly
affect
the
natural
person
Special
categories
• Large
scale
of
special
categories
of
data
or
of
data
relaDng
to
criminal
convicDons
and
offences
SystemaLc
monitoring
• SystemaDc
monitoring
of
a
publicly
accessible
area
on
a
large
scale
• What?
Prior
analysis
of
data
processing
acDvity
and
risks
associated
thereto
• When?
104. Brussels
/
Düsseldorf
/
Hamburg
/
London
/
Manchester
/
Munich
/
Paris
/
Shanghai
/
Silicon
Valley
/
fieldfisher.com
13
Why
should
you
care?
• Financial
risk
– Fines
up
to
€20
million
or
up
to
4%
of
annual
global
turnover
– Member
States
may
adopt
addiDonal
(criminal)
sancDons
– Class
acDons
– Significant
costs
in
case
of
data
breach
• OperaLonal
risk
– Audit
rights
for
DPAs
– Temporary
or
definiDve
limitaDon
or
ban
on
processing
– Suspension
of
internaDonal
data
flows
• ReputaLonal
risk
– Companies
suffering
data
breach
see
important
drop
in
turnover
– Data
protecDon
compliance
is
becoming
a
sales
argument
• C-‐level
jobs
at
risk
– Several
CEO/CIO
have
been
fired
aler
massive
data
breaches
105. Brussels
/
Düsseldorf
/
Hamburg
/
London
/
Manchester
/
Munich
/
Paris
/
Shanghai
/
Silicon
Valley
/
fieldfisher.com
14
Questions?
Tim
Van
Canneyt
Partner
Technology,
Outsourcing
&
Privacy
Department
E:
Dm.vancanneyt@fieldfisher.com
DD:
+32
2
742
70
36
hqp://privacylawblog.fieldfisher.com/
110. blue2purple confidential & proprietaryAd Block Demographics 5
28%
27%
27%
27%
ASIA
PACIFIC
MIDDLE
EAST
&
AFRICA
EUROPE
NORTH
AMERICA
LATIN
AMERICA
BELGIUM
23%
30%
28%
of
all
internet
users
now
use
ad
blocking
soDware
on
their
main
computer
Global web index
117. blue2purple confidential & proprietary
Ad blocking is not the end of our
industry. It’s simply an evolution
point.
12
118. blue2purple confidential & proprietary
for your undivided attention
Questions?
Thank You
13
@blue2purple
#WND
Laurence
Baeten
Sr.
Business
Development
Manager
122. blue2purple confidential & proprietary
If I bid on my brand, my SEO will
be cannibalized.
I will be paying for clicks that I
otherwise would’ve had for free
through my SEO
128. blue2purple confidential & proprietary
Control the messages
Real-time
adaptation of
sitelinks and ads
Put specific
promotions forward
USP representation
140. blue2purple confidential & proprietary
You should definitely be bidding on your brand because
• You launched a new website
• Control your messages
• Push negative stories below the fold
• Don’t let competitors steal your potential clients
• It might benefit your entire AdWords account…
141. blue2purple confidential & proprietary
Stable Environment
Use the data you have in
your possession
Go further than looking
at percentages, look at
absolute figures
149. blue2purple confidential & proprietary
Period: 30 May – 12 June
High Engagement Volumes
6
0
20
40
60
80
100
120
140
0
5000
10000
15000
20000
25000
clicks
prints
prints
push
Clicks
push
Conv.
push
0
100
150. blue2purple confidential & proprietary
Period: 30 May – 12 June
Good Awareness & Engagement Results
7
5.76%
Post
likes
1.82%
Post
Shares
0.80%
conversion
rate
0.19%
Post
comments
Avg
%
of
video
viewed:
87,3%
156. blue2purple confidential & proprietary
Period: 30 May – 12 June
High conversion rate
13
0
0,5
1
1,5
2
2,5
3
3,5
0
100
200
300
400
500
600
700
clicks
prints
Prints
RMK
Clicks
RMK
Conv.
RMK
0
50
157. blue2purple confidential & proprietary
Period: 30 May – 12 June
½ who clicked on the ad, converted
14
0.03%
Post
likes
0.03%
Post
Shares
50%
conversion
rate
0.08%
Page
likes
162. blue2purple confidential & proprietaryREMEMBER 19
1. Combining
data
2.
Makes
for
qualitaOve
campaigns
x2
3.
Which
perform
even
beTer
4.
And
are
more
cost
efficient