The Programmatic
Marketing Revolution
is Here!
Sacha Berlik
General Manager, Europe
sberlik@dataxu.com
@dataxu
The Digital Lifestyle is
Transforming
Consumer Behavior
@dataxu
Changing
the Column
Way We Text
Buy
Title
and One
© 2012 DataXu, Inc. All rights reserved. | 3
From Work to Play:
Auto Intenders Are Cross-Device Users
Financial Services: Consumers Make
Transactions Across Devices
iPad Mini
5
Retail: Consumers Shop on Every Device
Consumer Behavior is
Creating Big Data
@dataxu
From Transactional to Behavioral Data
8
© 2011-2012 DataXu, Inc. Privileged & Confidential
From Static to Dynamic Data
@dataxu
From Little to Big Data
1.8 ZB
In 2011
13 + ZB
In 2015
@dataxu
Big Data Creates a New Opportunity
for Marketers
Big Data is Transforming
Marketing
@dataxu
Ad Industry Undergoing Discontinuous Change
Math Men
Mad Men







TV, radio, print
Manual
Layers of media middle men
Data scarce
Batch-mode decisions
Faith
Opaque







Omni-channel
Programmatic
Auctions for ads on exchanges
Data deluge
Real-time decisions
Science
Transparent
Values Are Changing for Marketers
Low Value
Advertising
High Value
Engagement
Personalization
Conveying Your
Brand as a Service
New Approach Required
Big Data Enables You to Market Smarter …
…Programmatic Marketing
What is
Programmatic Marketing?
@dataxu
Use of data and analytics to
deliver an optimal consumer
experience
Every interaction is measured
and tailored to the individual
consumer
In real-time…at the speed of
life
@dataxu
What are the demos and interests of my best
customers?
Children
Gender
Income
No Children
> $100K
Female
Content Category
Tweens/Teena
gers (10-19)
News
Male
Business
Toddlers (2- Infants (0- Children
5)
2)
(5-10)
User
Generated
Content
Travel
Education
Food &
Drink
Technology &
Computing
Age
$50-$75K
LawGovt &
Politics
Family & Parenting
$20-$50K
Marital Status
35-44
Hobbies &
Interests
25-34
Single
Married
65+
$75K-$100K
<$20
K
45-54
Arts & Entertainment
55-64
18-24
Separated
Real
Shopping Estate
Health
&
Fitness
Society
Science
Max “Add to Cart” rate
Median “Add to Cart” rate
Min “Add to Cart” rate
@dataxu
Are consumers that click really my best
customers?
Click Rate
Purchase Rate
Less than $20K
Over $500K
$20K-$30K
$250K-$500K
$30K-$40K
$150K-$250K
$40K-$50K
$100K-$150K
$76K-$100K
$76K-$100K
$50K-$60K
$40K-$50K
$100K-$150K
$50K-$60K
$150K-$250K
$30K-$40K
Over $500K
Less than $20K
$250K-$500K
$20K-$30K
@dataxu
What are the Key Benefits for
Marketers?
 Efficiency
– Elimination of wasteful media spend
– Automation of manual work
 Effectiveness
– Personalize the creative message
– Identify and focus on highest value segments
 Consumer Insights
– Detailed behavioral data in real-time
@dataxu
Case Study: Marketer Using
Programmatic Marketing to
Win
@dataxu
Consumer Credit Cards: Find and Capture
Micro-Consumer Segments
Challenge
Reach prospects outside its established
demographic for a new line of savings products,
and quickly move them down the funnel – from
awareness to conversion
Approach
•
Affluent consumers were more likely to
respond during daylight hours
Discover new audiences likely to be interested
in new offerings, and use retargeting to drive
conversions
Results
•
•
Increased ROAS by 46% and outperformed
CPA goal by 40%, while reaching over 78
million consumers
Discovered that urban consumers were most
responsive during daylight hours on Tuesday,
but converted on Sunday evenings
@dataxu
What’s Coming Next?
Thank you!
Sacha Berlik
General Manager, Europe
sberlik@dataxu.com
@dataxu