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The agency approach to managing everyone
Amy Manus, Senior Media Director
2
Only through a customer obsessed
approach can brands meet the needs of
today’s radically empowered consumer to
create di...
3
Programmatic Helps Connect These Experiences
4
5
Bringing Programmatic To Life
DATA LOGIC EXPERIENCES MEASUREMENT
The
combination of
1st and 3rd party
data that drive
to...
Getting Started: A Roadmap to Programmatic
Crawl
Determine portfolio
investment strategy from the
top down. Establish cont...
What to remember from this session
CUSTOMER INTERGRATED PROCESS EVERYWHERER
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The Agency Approach to Managing Everyone, Digiday Programmatic Summit, November 2016

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Amy Manus presentation at DPROG Palm Beach, FL, November 2016

Veröffentlicht in: Marketing
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The Agency Approach to Managing Everyone, Digiday Programmatic Summit, November 2016

  1. 1. The agency approach to managing everyone Amy Manus, Senior Media Director
  2. 2. 2 Only through a customer obsessed approach can brands meet the needs of today’s radically empowered consumer to create differentiating business value.
  3. 3. 3 Programmatic Helps Connect These Experiences
  4. 4. 4
  5. 5. 5 Bringing Programmatic To Life DATA LOGIC EXPERIENCES MEASUREMENT The combination of 1st and 3rd party data that drive toward customer ‘profiles’ The ability to marry the customer and content in the most relevant way Reaching the customer in the right context at the right time Understanding what is working as fast as possible HOLISTIC: Self Serve Optimization & Insights Applied Across All Efforts
  6. 6. Getting Started: A Roadmap to Programmatic Crawl Determine portfolio investment strategy from the top down. Establish control of working media spends Increase efficiency by identifying the largest volume of spend that can be moved onto one DSP for programmatic buy model Walk Design working media principals adhering to new programmatic best practices Segment audience pools across various investments and leverage insights from DSP to remove arbitrage and overlap Run Onboard a DMP to fully capture CRM, offline & onsite data and media investments in a centralized system Develop 80/20 ‘Test and Learn’ schedule to constantly revise plans each quarter for gained knowledge
  7. 7. What to remember from this session CUSTOMER INTERGRATED PROCESS EVERYWHERER

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