Joe Reid, Krux: People Data Activation, from paradox to paradigm @ iM…

Pumped.
Socrates. Crazed pyromaniacs. Intellectual nourishment.

Match out the window, plunge in.

It’s an AdTech conference, so I know I’m supposed to talk about Advertising, and I’ll get there in a minute, but I was wondering if you could indulge me for a minute while we talk about me. As my wife likes to remind me, I’m a little peculiar and sometimes hard to predict. I’m family-addled. I work as a tech CEO in CA. I’m fastidious about my health – my dad’s a heart patient, so I take my blood pressure at home 3x/week to make sure I’m good.

So, as the movie title goes, “It’s complicated.” But you know what: all of us are a little complicated. You could boil me down to just a dad or just a tech guy, but look at all the good stuff you miss when you engage in such overcimplification. I’m a lot more interesting than that, or at least I think I am. I’m willing to engage in a meaningful way with anybody who appreciates my nuances and peculiarities.

So, now let’s talk about advertising: The old age and gender method was a convenient and probably good-enough simplification when we were all tuning to one of 3 television channels, but it falls woefully short in an environment where we can shop and explore and consume and waste time on as many screens as we have in our pockets and our bags and our desktops and living rooms.

Now, much of the reason we carried on with those simplifications in the past was that there was just no way to capture and make sense of all of these little speckles, all of these breadcrumbs I like to leave behind. So we put me into a big huge bucket: I’m a 40+ Male. If we’re really fancy, we say that I’m a 40+ Male who lives in California in the 94114 zip code. But in the age of Big Data, and in a context where you can literally see and measure and remember everything, calling me a 40+ Male and then calling it a day is like driving a Ferrari under 20 km/hour. It’s like Einstein being forced to teach arithmetic. Sure, you can do it, but is the highest best use?

Sheldon

Ray Kurtzweil – OCR, speech recognition, synthesizer

Not who we are truly, what we feel and believe, but it is what we like, what we don’t like, where we go, interests & affinities.

We’re not done yet but step 1 is to get all of the raw possibilities into one central spot. This is unification.

Speckles and signals.

Experiences.

Devices, browsers, and apps.

It’s complicated.

Ask questions that Vivek will answer tomorrow.

Is this the same Mike who was on Turner’s site and then went to NYT to browse financial content?
Is this the same Mike who bought something from me online 6 months ago now showing up on my website?
Is this the same Mike on mobile who I think I saw on his desktop yesterday?

Beware the siren call. Cross-device: how small is that denominator? Onlining: What data did you use to make the match?

Galgon and Arthur: Consumer data? User data? People data is, well, personal. Do we want to raise privacy hackles like that?

No more hemming and hawing.

The question is: how do you engage with Mike in a way that demonstrates your commitment to stewardship of his data, using it to GHMOWHW, and avoiding behaviors that degrade trust.

No George W Bush: There’s a spectrum.

What we’ve learned ourselves, and what we see our customers doing, is straddling this line responsibly.

Krux – trust – no ad network – no exchange – no % of media – no gimmicks.

Now we’re getting familiar.

Not just where are your people, but where do they go?

Moms explore family trip possibilities on a tablet in bed at night; investigate and consider on their mobile device on the commute to work in the morning; and purchase the package later in the afternoon on their desktop.

Our journeys span multiple devices, multiple pages, multiple steps – the number of ways you can engage with a brand is exponential.

Tracking and measuring those many paths is one of the many benefits that comes with a Big Data architecture.

It would crush the old technology stack I referred to at the beginning – simply no way to compile and measure all of these different journeys on your way to an outcome that matters.

I can’t tell who’s who any more.

The emergence of a super-being.

Big ups to the renegades, the rule-breakers, the boundary-blurers, the rebels who refuse to be put in a box.

Use people data to map more meaningful content to the right people.

High-fidelity, reliable mechanism for building deeper engagement with your people.

We think the world deserves better than this pathetic click bait that’s getting dangled.

I did appreciate Kim Kardashian’s tongue-in-cheek superbowl ad, and I think that maybe we don’t need yet another picture of her derriere to keep a connection on.

So, when you boil it all down, what we’re really talking about here is four simple things:
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So those are the core capabilities; maybe abstract, but here’s the good news: it’s happening today.
William Gibson.
One of the cool things about my job: you build technology, put it out there, and you’re continually surprised and dazzled by all the cool ways in which people use it.

Joe Reid, Krux: People Data Activation, from paradox to paradigm @ iMedia Data-Fuelled Marketing Summit, Feb 2016.

ad:tech London, MMS & iMedia

Joe Reid, Krux: People Data Activation, from paradox to paradigm @ iMedia Data-Fuelled Marketing Summit, Feb 2016.