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© 2016
NEXT-GEN DMP
© 2016
NEXT-GEN DMP
People Data Activation:
From Paradox to Paradigm
Joe Reid, Krux MD, EMEA
@jbernard...
Allow me to introduce myself
2
3
REAL TIME
I want…
I expect…
I need…
Personal Perfect Now
RIGHT TIME
4
People Data Activation enables
companies to finally put people at
the center by creating personal,
meaningful, and relev...
5
People Data Activation is a Virtuous Cycle
Contradictions – or Paradoxes?
6
People Data
vs
and
Privacy Personalization
Marketer Publisher
vs
and
vs
and
Paradox #1: People Versus Data
7
People Data Scattered Across Systems and Silos
8
9
Unified People Data
Raw People
Data for a
Single System
of Engagement
Who Are You?
10
IP
address
Publisher
ID
CRM
records
Techno-
graphic
Data
Email
Web
behavior
Devices
Desktop
Handheld
Table...
How Do You Really Know?
11
?
?
?
?
?
?
?
?
?
?
?
??
?
?
?
?
?
?
?
? ?
?
?
?
12
Paradox #2: Privacy versus Personalization
Let’s Stop
Pretending
13
We can run but we can’t
hide: There’s an actual
person on the other side
of that screen.
If you b...
We Do Different Things on Different Screens
14
65%
17%
43%
Entertainment
Autos
Finance
18%
31%
45%
17%
52%
12%
Desktop Tab...
We zig and zag across devices
15
Measuring and visualizing those journeys
16
Desktop Mobile AppMobileDesktop AppAppDesktop Mobile
First Interaction
Visualizing new ways to look at the customer journey
17
Desktop Mobile App
First Interaction Second Interaction Third Inte...
Visualizing new ways to look at the customer journey
18
Desktop Mobile AppMobileDesktop AppAppDesktop Mobile
First Interac...
Visualizing new ways to look at the customer journey
19
Desktop Mobile App
First Interaction Second Interaction Third Inte...
Paradox #3: Marketer Versus Publisher
20
New Paradigm #3: Markesher
21
What is content?
22
Articles
Photos
Videos
Is it? … What about? …
Comments
Tweets
Posts
How about? …
Products
Ratings
Char...
Or is it …
23
Articles
Photos
Videos
Comments
Tweets
Posts
Products
Ratings
Charts
Blogs
Infographics
Email
All of it
And how do we …
24
All of it
Make this … Meaningful to …
So that …
25
Articles
Photos
Videos
Comments
Tweets
Posts
Products
Ratings
Charts
Blogs
Infographics
Email
All of it
Artic...
Technology is bringing you a way…
26
People Data Meaningful Content The Right People
To take … And map it to … And deliver...
The Path to People Data Activation Success
27
Unify people
data from
multiple
screens &
sources
Analyze data
to identify &...
Thank you.
krux.com
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Joe Reid, Krux: People Data Activation, from paradox to paradigm @ iMedia Data-Fuelled Marketing Summit, Feb 2016.

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Joe Reid, Managing Director EMEA at Krux discussing: People Data Activation, from paradox to paradigm, at the iMedia Data-Fuelled Marketing Summit, London, Feb 2016.

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

  1. 1. © 2016 NEXT-GEN DMP © 2016 NEXT-GEN DMP People Data Activation: From Paradox to Paradigm Joe Reid, Krux MD, EMEA @jbernardreid
  2. 2. Allow me to introduce myself 2
  3. 3. 3 REAL TIME I want… I expect… I need… Personal Perfect Now RIGHT TIME
  4. 4. 4 People Data Activation enables companies to finally put people at the center by creating personal, meaningful, and relevant relationships with customers wherever they are, on any device, and at just the right time. “The future is here, it just isn’t evenly distributed yet.” – William Gibson
  5. 5. 5 People Data Activation is a Virtuous Cycle
  6. 6. Contradictions – or Paradoxes? 6 People Data vs and Privacy Personalization Marketer Publisher vs and vs and
  7. 7. Paradox #1: People Versus Data 7
  8. 8. People Data Scattered Across Systems and Silos 8
  9. 9. 9 Unified People Data Raw People Data for a Single System of Engagement
  10. 10. Who Are You? 10 IP address Publisher ID CRM records Techno- graphic Data Email Web behavior Devices Desktop Handheld Tablet Set top Browsers Apps Mozilla Chrome Safari IE
  11. 11. How Do You Really Know? 11 ? ? ? ? ? ? ? ? ? ? ? ?? ? ? ? ? ? ? ? ? ? ? ? ?
  12. 12. 12 Paradox #2: Privacy versus Personalization
  13. 13. Let’s Stop Pretending 13 We can run but we can’t hide: There’s an actual person on the other side of that screen. If you build trust and demonstrate commitment to data governance, you can navigate the Privacy- Personalization divide.
  14. 14. We Do Different Things on Different Screens 14 65% 17% 43% Entertainment Autos Finance 18% 31% 45% 17% 52% 12% Desktop Tablet Handheld
  15. 15. We zig and zag across devices 15
  16. 16. Measuring and visualizing those journeys 16 Desktop Mobile AppMobileDesktop AppAppDesktop Mobile First Interaction
  17. 17. Visualizing new ways to look at the customer journey 17 Desktop Mobile App First Interaction Second Interaction Third Interaction
  18. 18. Visualizing new ways to look at the customer journey 18 Desktop Mobile AppMobileDesktop AppAppDesktop Mobile First Interaction Second Interaction Third Interaction
  19. 19. Visualizing new ways to look at the customer journey 19 Desktop Mobile App First Interaction Second Interaction Third Interaction
  20. 20. Paradox #3: Marketer Versus Publisher 20
  21. 21. New Paradigm #3: Markesher 21
  22. 22. What is content? 22 Articles Photos Videos Is it? … What about? … Comments Tweets Posts How about? … Products Ratings Charts Blogs Infographics Email
  23. 23. Or is it … 23 Articles Photos Videos Comments Tweets Posts Products Ratings Charts Blogs Infographics Email All of it
  24. 24. And how do we … 24 All of it Make this … Meaningful to …
  25. 25. So that … 25 Articles Photos Videos Comments Tweets Posts Products Ratings Charts Blogs Infographics Email All of it Articles Posts Charts We can connect the right people with the content that matters
  26. 26. Technology is bringing you a way… 26 People Data Meaningful Content The Right People To take … And map it to … And deliver it to …
  27. 27. The Path to People Data Activation Success 27 Unify people data from multiple screens & sources Analyze data to identify & understand individual preferences Activate data across every channel at right time & real time Measure and respond
  28. 28. Thank you. krux.com

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