Annalect Finland's Managing Director Jussi Piri's presentation on DMPs, their role in Marketing, and how we at Annalect use them to reap fabulous results.

1. DMP Will Save Marketing
Myths, Truths And Best Practices

2. 2
I’m so very sorry,
it will not.

3. Stop the Great Data Race
It’s what you do
with the data
that matters.
The race for the
most data is one of
the most detrimental
approaches that a
brand can take.
3

4. Companies still confuse reporting with true analytics and
are still content with one-off projects. This presents a true
barrier for data driven marketing.
Invest in the creation of true analytic processes that provide
valuable and repeatable systems for insight development.
This is the back-bone of best-in-class marketing.
Invest in Utilities
4

5. Analytic Utilities are processes (routines) designed to
deliver specific outputs that enable one or more aspects of
data driven marketing.
They democratize analytics to the use all company
functions and processes.
Focus on Delivery
5

6. Taking DMP Into Use
Driving Through Tech, Data, Integration,
Optimisation & Operation
Here are the things we’re going to talk about
What a Heck is a DMP?
Basic principles, what is it used for
Bonus
TOP3 Challenges
according to CEO’s
Examples
Mostly on what
we’ve done, also
some by our
German, UK,
and US
colleagues
6
Annalect
Why do I talk about
DMP’s

7. Annalect Finland – For Marketers by Marketers
7
We Provide You with a Data Driven Marketing Strategy Put Into Practice
We Combine Skills in
Technology, Tools,
Analytics and Business.
The Average Improvement of
the Customer Marketing
ROI in 1st year: +18% High Focus on Employee
Satisfaction: eNPS 48.
Operated
DMP for
Clients
for 5 years
Launched
Officially at
May 2016
40
Experts in
Finland
The Data &
Analytics
Platform of
Omnicom
Group
Largest Marketing Focused
Smart Data Agency
in Finland

8. Our Work With DMP’s Ranges from Operation
to Consulting
8
Open
From delivery to
full automation*
Integrated
Enabling in-house
automation*
Neutral
Consultancy on
tech selection
*automation accounts for not only standard automation, but also site personalisation, customer service integrations and programmatic to name a few.
• Full service solution for an
account
• Connecting assets and
departments
• Educating staff
• Most common in Finland
• We work in DMP and/or DSP
from client, activating on data
provided by the integrated team
at client ToinenPHD/OMD
• We enrich the operation with our
data and selected tools
• We support in-house DMP
solution selection and set-up

9. 9
SOLUTIONS ARE BUILT
CLIENT BY CLIENT,
with no preference towards
a particular tech partner,
so you can be assured that you will be
receiving the best fit for your business.

10. 10
So What the Heck Is a DMP?

11. DMPs are an Emerging Standard
11
A portable platform allowing for holistic, cross-platform insights delivering true integrated activation, audience overlap
and audience/campaign insights with the flexibility of an agency partnership.
Example inputs
3rd party
advertising
Facebook
Campaign
Data
Website
Analytics
3rd party
audience
data
CRM
CRM Data
Data Match Partner
PII Privacy Compliant
Annalect Agile
Data Warehouse
Annalect DMP
User Profiles
Macroeconomic
Marketplace
Sales & Biz Data
Syndicated Data
Macroeconomic Data
Multi-channel Outputs
Tools (Reports & Dashboards)
Advanced Analytics & Modelling
Activation & Programmatic
Audience Segmentation
Client DMP Input

12. Without a DMP, Your Data Remains Siloed
12
Example inputs
3rd party
advertising
Facebook
Campaign
Data
Website
Analytics
3rd party
audience
data
CRM
Multi-channel Outputs
Tools (Reports & Dashboards)
Advanced Analytics & Modelling
Activation & Programmatic
Audience Segmentation
Client DMP Input

13. Unified Platform Can Offer Immediate Benefits
13
W35-54
M18-34
M35-54
Search HS Prog CRM
At what frequency are you
reaching, which parts your
audience?
How are you optimising
messaging across touch-points
in the purchase cycle?
E.g.
• Over-reaching & over-frequency-ing
W 35-54
• HS Direct buy reaching low value target
— Chance to uncover new, untapped audiences
— Programmatic can do so in a controlled testing
environment
• Gain greater value from your owned properties, like
email
— Often the best and most efficient way
to market
• All partners sharing in insights, adjusting plans
accordingly
1
2

14. Better Understanding of Audiences
14
DMP Warehouse Output
Audience Campaigns Transparency
27 years old
In market for truck,
customized online
Lives 3 km
from dealer
HHI >50k€
Visited site 3
times in 7 days

15. Data Driven, Personalised Activation
15
This whole process takes
50 milliseconds
The same basic principles apply
for programmatic &
personalised on-site content

16. Data Management Platforms Enable Centralisation of
Data Needed to Optimise Online Marketing Activities
16
Research data 3rd party data
2nd party data
Client 1st party
data
Analysis
Optimisation
Segmentation
Integration
Activation
Website
Social
Search
Programmatic
DMP
Optimisation feedback loop

17. 17
What Does Taking DMP Into Use Require
The Technical Part.

18. Remember: DMP is Always a Part of a Bigger Picture
18
Example of the Annalect Agile Data Platform
CRM and over 100
syndicated data APIs
DMPCloud
data
platform
Programmatic media
Programmatic
creative
Publishing
platform
Cloud data exploration platform
Audience creation and
syndicated
Predictive modeling
Testing
Portfolio management
Attribution
32B global audience
records
Data
Tech
Analytics
DMPdoesn’tDOanythingonitsown.I.e.youalwaysneedmorethanaDMPtoactuallydosomething.

19. 19
After Tech Comes the Real Hard Work

20. 20
79% of Finnish Companies
See Data Quality as a Large Challenge
for Data Driven Marketing.
According to the CEO’s and Marketing Directors
of 200 Large Finnish B2C and B2B companies.
A Study by Annalect Finland 9/2016.

21. Data assets
Map And Choose The Data Assets
21
Research data 3rd party data
2nd party data
Client 1st party
data
Analysis
Optimisation
Segmentation
Integration
Activation
Website
Social
Search
Programmatic
DMP
Optimisation feedback loop

22. Consumer / Customer Data Map
22
PURCHASE
VOLUMETRIC
MEDIA
CONSUMPTION
BRAND HEALTH
METRICS
OWNED ECOMM*
PANEL
RETAIL VISITS
ONLINE SALES*
WEB
TV
CRM*
BRAND EQUITY INTENTS/INTERESTS
SOCIO-DEMOS
PANEL
MOBILE/LOCATION
1ST/2ND PARTY
PROFILE
DATA
ETC
Data on both current and potential customers should be included to the map.

23. Ideally Data is Gathered from all Touch Points
Within the Purchase Cycle
23
data
sources
attention consideration active evaluation purchase loyalty
reach
up- & cross selling
buying intent signal
CRMdata
searchterms
1stparty
(onsite)data
socialnetwork
data
1stparty(CRM)&
behavioraldata
Onsite&behavioral
data
1st,2ndor3rd&
behavioraldata
2ndor3rd
partydata
registrationor
3rdpartydata
surveyor
panel&
behavioral
data
factual
CRM-data
predictive
CRM-data
factual
socialaffinity-
data
factual
intent-data
factual
retargeting
factualsearch
retargeting
predictivebrand
awareness&sympathy
predictivesocio
demographics
factualsocio
demographics
predictive
intent-data
predictive
retargeting
Combining factual
& predictive data
is ideal,
but you do not
need to have
everything in
order to proceed.

24. 24
The 2nd Largest Challenge
in Data Driven Marketing:
Integrating Data From Different Systems
to an Actionable Format.
According to the CEO’s and Marketing Directors
of 200 Large Finnish B2C and B2B companies.
A Study by Annalect Finland 9/2016.

25. Integration of Data for Analysis
25
Research data 3rd party data
2nd party data
Client 1st party
data
Analysis
Optimisation
Segmentation
Integration
Activation
Website
Social
Search
Programmatic
DMP
Optimisation feedback loop

26. 26
SEGMENT VALIDATION
campaign performance
(A/B/N-testing)
k-fold cross validation
model probability

27. DMP in Action: Making Ads More Relevant
27
Challenge
• Client wanted to measure the benefits of data driven targeting and
dynamic creatives
Solution
• We ran a campaign targeting 5 audiences with identical settings:
• Intent – Children’s Clothes, Accessories & Toys
• Intent – Fashion
• Intent – Home Decor
• Interest – Online Shopping
• Generic Online Audience (i.e. non-targeted)
• Intent audiences were shown a dynamic creative based on their own actions
from corresponding categories
• Online shopping and generic audiences were shown the same banner with
products from all categories
• After the campaign we analyzed conversion rates and CTR per audience

28. DMP in Action: Making Ads More Relevant
28
DATA FEED DMP / DSP RULES / DECISION TREE DYNAMC
CREATIVE
LANDING
PAGE
Implementation
The different elements
of the creative are
programmed
separately, so that a
combination of them
can be delivered
depending on which
consumer segment
and which data signal
triggers the
impression:
geographic
information
weather
product
interest
Website
analytics
Social
interaction
Sociodemographic
information
Customer
journey
Customer
value
store
interaction
XML,JSON,RSS,CSV,HTML,EXCEL
device
Audience
Segmentation
Ad Assembly based
on audience segements
Product A
Retargeting
Product
Crossselling
Product
Range
Brand
Correspoding
Landingpage
Correspoding
Landingpage
Correspoding
Landingpage
Correspoding
Landingpage
Pic Text Video Colour Animation Button

29. DMP in Action: Results
29
2.42%
0.57%
1.66%
0.61%
1.34%
0.54%
1.03%
0.47%
0.63%
0.34%
CVR% CTR%
Intent - Children's Clothes, Accessories & Toys Intent - Home Decor Interest - Shopping Intent - Fashion Non-targeted
Up to
4x
higher
conversion
rates
Up to
2x
higher
clickthrough
rates

30. 30
The Nr 1 Challenge of Data Driven
Marketing: Measuring Marketing
Effectiveness Reliably.
According to the CEO’s and Marketing Directors
of 200 Large Finnish B2C and B2B companies.
A Study by Annalect Finland 9/2016.

31. Optimisation on Brand Metrics
31
Benchmarking against
• Brand awareness
• Sympathy
• Purchase intent
related to:
• Time since last ad
• Contact class
• Creative size,
• Etc.
Panelist Identification
based on DMP cookie
Segment definition
A) Panelist &
B) HH 20-49 yrs.
Cookie push
www.
XX
Contact with panelist
1. 3.
4.5.6.
DMP
DSP
Research
Panel
N=101.000 (FI)
2.

32. Optimisation on Marketing ROI
32
The optimization
feedback loop
reacts to the factual
marketing ROI
on macro and micro
levels.
A combination of
machine learning
and automated
econometric &
attribution
models are used.

33. 33
In order to perform,
there is a need for
organisational transformation
New approaches, talent and processes are needed to reap the benefits from a
DMP implementation.

34. We Can’t Run From
the Inevitable
Marketing world has changed and data driven
approaches are here to stay. It won’t benefit you to hang
on to the difficulties as a reason for not moving ahead.
Ad Tech is moving too quickly and is too volatile to invest
in proprietary tech platform solutions.
Building new skills, being agile, licensing solutions,
developing deals and building ways to access data is the
correct path.

35. 35
More Results From The Real Life
Some more examples on what we and our colleagues have done.

36. Solution Built for an Online + Offline Retailer
36
Demand Side
Platform
Programmatic
Creative
ActivationSegmentationStorage - DMP
Store Identification
User Behaviour
CRM Data
Dynamic Content
Dynamic Content
Store Ident Data
Website
CRM
POS

37. Results Improved Significantly
37
90 % CRM and App matching
(technically 100% possible)
& 75 % Cross-Device matching
+30% Engagement Rate
Test & learn setup
in 5 selected stores
- significant frequency uplift

38. Audience Profiling &
Targeting
Quick service restaurant (QSR)
How to improve targeting
effectiveness?
Match competitive customer
profiles with demo, interests,
lifestyle information
Applied audience insights to
identify 38 opportunity
segments
38
Client:
Challenge:
Solution:
20%
increase
in On-Target Delivery
with stronger
targeting tactics.
22%
increase
in purchase intent
within the first 90
days of activation.
4,5 MM
in Media Savings
through data-driven
optimization.

39. CRM Activation
Insurance Company
How to improve effiency of the
customer acquistion?
On-board client’s list of current
customers into the DMP
Via matching customer e-mail
addresses with cookies,
negatively target current
customers to ensure that they
don’t see acquistion messages
39
Client:
Challenge:
Solution:
12%
Improvement in CPA

40. A Client Requested a Consultancy to Improve
An Adobe Based Digital Marketing Environment
40
Inspire Analyze Design Implement Monitor Optimise
TARGET: UNLOCK QUICK- & LONG-TERM WINS
We set-up a six phase marketing consultancy project

41. The Ongoing Partnership is Fast-Forwarding
the Client to Digital Leadership
41
Over €120K cost
reduction per year
by avoiding redundant
Adobe Analytics script
calls
Identification and
avoidance of fraud
via post-view cookies
Design of customized
marketing technology
infrastructure
Implementation
of data attribution model
for significantly better
decision-making and
increased accuracy of
budget allocations

42. Disney DMP Assessment Project
42
Targeting
Reporting
0
1
2
3
4
5
Unification
Segmentation
0
1
2
3
4
5
Unification
Targeting
Reporting
Segmentation
0
1
2
3
4
5
Unification
Targeting
Reporting
Segmentation
0
1
2
3
4
5
Unification
Targeting
Reporting
Segmentation

43. Audience
Performance Analysis
Telecom Provider
How to increase customer
conversion?
Use analytics to identify how
audiences performed on
insurance company’s website
Identifies key behaviors and
preferences between high value
and low value audiences.
43
Client:
Challenge:
Solution:
Low conversions High conversions
LowvolumeHighvolume
24 %
Optimised
audience targeting
increased
conversions
Affluent families
Sophisticates
Conservative
Families
Multicultural
youth

44. CRM Audience
Analysis
Financial Institution
How to better understand
marketing to shareholder?
Presumed to be existing
employees, blue collar and
male
On-board client’s list of current
shareholders into the DMP
Via matching customer e-mail
addresses with cookies, explore
segment characteristics and
affinities
44
Client:
Challenge:
Solution:
Lifestyle
Sports provided largest incremental vehicle to reach
shareholders via Tennis and MLB.
Demographic
Male and females split evenly with a lot of female-specific
interests over-inderxing (lifestyle, fashion, etc.); enthusiast
segment for science/tech more niche in scale
Social graph
Facebook provides biggest scale oppurtunity to reach
shareholder most frequently (2,5x vs. All other
domains/networks).
Content consumption
News is #1 category to reach audience on TV; on par
with our media strategy.
Results:

45. Transformational Results with
a DMP from the Stateside
18:1 ROI
vs. 10:1 ROI
target using social
prospecting
45
24% increase
in conversions
with PRISM-
optimized
targeting
60% reduction in
CPMs
through data-
driven optimization
41% increase
in conversions
within the first 90
days of activation
59% increase
in ROAS
with social targeting

46. It Is Easy To Start
You don’t have to build your own DMP to Start.
Actually, you shouldn’t.
Remember, Remember From the 12th of October
Invest in
Utilities
Focus on
Delivery
Invest in the creation
of analytic processes
that provide valuable
and repeatable
systems for insight
development.
46
Stop The
Great
Data Race
Don’t Try To
Run From the
Inevitable
DMP Can Be
Only a Wet
Dream

47. The Annalect DMP in Finland:
Top-Quality Audience Data
47
01
Over 120 interest,
intent, socio-
demographic and
B2B
segments available
for targeting
02
Gigantic database:
1 B monthly events
20 M cookies
20 M URLs
500 000 keywords
300 000 sites
03
Data quality
validated by
target group
surveys
04
Custom segments
can be tailored
to almost all needs.
05
Able to take in Your
data and any 3rd
party data source.
In use by clients of Annalect, OMD, ToinenPHD and Ainoa Resolution.

48. Examples of Analytics Projects We’ve Done
48
Marketing & Sales
Efficiency
MMM modeling & ROI
measurment
KPIs & Performance Analytics
Brand Positioning & Proposition
Customer Segmentation
Customer Profitability
Customer Experience
Measurement
Purchase Funnel Analytics
CRM Activity Optimisation
Multivariate Data-Set Analytics
Brand Marketing &
Campaign Analytics
Brand Strenght & Aweraness
Campaign ROI & Performance
Mediamix Optimisation &
Investment Modeling
Channel Performance Audits &
Optimisation
Campaign Investment & Tactics
Optimisation
Target Audience Analytics
Advertising Effectivity &
Optimisation
Loyalty-Customer Analytics
Real-Time Analytics
Digital Measurement
& Analytics
Click Stream Analytics
Visitor Tracking & Segmentation
Closed-Loop Analytics
Multi-Channel, Multi-Format
ANalysis
Life Time Value Analysis
Sentiment Analysis
Analytics Audits
Digital Segmentation
Real-Time Activity Analysis
Portfolio
Optimisation &
Analytics
Portfolio Optimisation
Assortment Optimisation
Space Optimisation
Adjacency, Second Placement
Analysis
Demand Based Clustering
Product Concept TEsting
Packaging Tests
Trend Research
Price & Promotion
Analytics
Cost-to-Serve 6 Marging Leakage
Base Volume & Price Elasticisty
Price Treshold & Gap Optimisation
Promotion Allocation Optimisation
Promotion Effectiivity Analyses
Promotion Calendar & Delivery
Optimisation
In-Store Activity Optimisation
Predictive Pricie Modeling

49. Jussi Piri
Managing Director
Annalect Finland
+358 (0) 40 592 4933
e-mail: jussi.piri@annalect.com
Twitter: @jussipiri
LinkedIn: Jussi Piri
Follow Annalect on The Web:
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Letter: annalect.fi
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Ask For More, We Are Here to Help
49

50. The end.