Peter Randazzo (@raz2raz), iCrossing’s chief technology officer, presented “Getting Personal with Data,” on Tuesday, March 20 at 12:10 pm EST in the Expo Hall Theater. The session explored how new technologies like data management platforms (DMPs) are transforming the way that interactive marketers apply audience data to their marketing efforts. This topic of data-driven marketing is particularly relevant for iCrossing, as it recently announced the acquisition of Red Aril, a leading DMP company.

1. Getting Personal With Data
The revolutionary evolution of data management
Peter Randazzo
Chief Technology Officer, iCrossing
peter.randazzo@icrossing.com
New York | March 19–23

2. New York | March 19–23, 2012 | #sesny
We have entered the “Age of the Customer”
Your logo here

3. New York | March 19–23, 2012 | #sesny
The DMP is at the heart of this evolution

4. New York | March 19–23, 2012 | #sesny
…from noise, push, and chaos

5. New York | March 19–23, 2012 | #sesny
…to signal, engagement, and coordination
• Demographic Markers
• Psychographic Markers
• Media Exposures
• Search History
• Site Behavior
• Social Graph
Audiences
Context
• Competitors
• Brands
• Devices
• Channels
Content
• Socio-economics
• Media
• Categories
• Semantics
• Lifespan
• User Generated

6. New York | March 19–23, 2012 | #sesny
Connected experiences in this new “Age” demand
• Actionable audience
insight
• Cross-channel relevance
and value
• Optimizing audiences
over optimizing
conversions alone
• Respectful engagement
• All the above in real time

7. New York | March 19–23, 2012 | #sesny
Let’s be clear on what we mean by audience
An “audience”
Search Impressions
Behavior
http://google.com http://doubleclick.com
Website
Purchases
Social Visits
http://amazon.com
Graph http://esquire.com
http://facebook.com

8. New York | March 19–23, 2012 | #sesny
… and why audience profiling in real time
Style & Fashion -> Clothing & Accessories -> Accessories -> Jewelry
Style & Fashion -> Clothing & Accessories -> Clothing -> Vintage Clothing
News & Media -> Fashion Magazines
Style & Fashion -> Fashion -> Fashion News
Style & Fashion -> Clothing & Accessories -> Accessories -> Jewelry
(I.S.=3.75)
Style & Fashion -> Clothing & Accessories -> Clothing -> Vintage Clothing
(I.S.=2.83)
Arts & Entertainment -> Recreation -> City Guides -> Los Angeles (I.S.=5.4)
TargusInfo: Female; Exelate: Age 30-35, Travel Enthusiast;
Bizo: Senior Executive, Business Traveler
High Net Worth
Elle Subscriber – expires 2012/3/31
Fashion Addict
Renewal Ready

9. New York | March 19–23, 2012 | #sesny
…provides benefits to the marketer
Audience Reach Audience Analytics
(Brand Focus) (Attribution)
Anne
Status: ? Status: Frequent Visitor Performance Data Alliances
Age: ? Age: 21-38, HHI: $100K+ (Direct Response) (Cooperative)
Lifestyle: ? Lifestyle: Mover & Shaker
Life Stage: ? Life Stage: Expected Mom
DMA: ? DMA: New York
Intent:? Intent: Auto, Luxury Travel
• Securely collects, integrates, and analyzes the entire data
portfolio
• Models data into custom audience segments
• Segments that are actionable in real time

10. New York | March 19–23, 2012 | #sesny
The DMP has risen to meet this demand
Source: Forrester Research, Inc.
Source: Forrester Research, Inc.

11. New York | March 19–23, 2012 | #sesny
…and create an ecosystem around each customer

12. New York | March 19–23, 2012 | #sesny
Important capabilities for a true DMP
• Universal view of customer
• Data source and purpose
agnostic
• Secure use of 1st, 2nd, and
3rd party data sources
• Real time segment building
and use
• Data portability
• Self service capability
• Reciprocal integration with
channels

13. New York | March 19–23, 2012 | #sesny
Important things to consider when choosing a DMP
• Data security
• Data ownership
• Audience data leakage
• Privacy
• Vested interests

14. New York | March 19–23, 2012 | #sesny
Who is watching your audience?
Source: Collusion , A Firefox Plugin.

15. New York | March 19–23, 2012 | #sesny
Who shares your audience?
Hearst NA Properties + Faux Client

16. New York | March 19–23, 2012 | #sesny
Connected marketing is evolving its perspective

17. New York | March 19–23, 2012 | #sesny
…to create something new
The First Integrated Brand Platform
For the digital age
Social
campaigns
Facebook SEO
Twitter Social campaigns
Youtube data
Spot cable
TV buying
Intent data 3rd
Device data party
Look-a-likes data Direct
marketing
Call center
systems
Attribution
modeling
Brand Standards/
Data Security Governance
Source: Forrester Research, Inc.

18. New York | March 19–23, 2012 | #sesny
It is coming soon to a search campaign near you

19. Getting Personal With Data
The revolutionary evolution of data management
Peter Randazzo
Chief Technology Officer, iCrossing
peter.randazzo@icrossing.com
New York | March 19–23