WIXLIB

Introducing The Digital Platform Marketer1

2

These trends and predictions are creatingthe “Platform Marketing” opportunityThe New England clam bake isa traditional method of cookingfoods, especially seafood suchas lobster, mussels, crabs,steamers, and quahogs. Theseafood is often supplementedby sausages, potatoes, onions,carrots, corn on the cob, etc Wikipedia3

The big trends – where this is all headingThe audience platform has become highly addressable and is reachingmassive scaleMarketers seeking growth and competitive advantage will now be “leaning in”hard on these platforms moving huge amounts of budgets from mass mediaand traditional direct marketingWe are already seeing marketers moving that budget at scale and seeing 2040% lift in yield – and we are just getting startedBut the challenge is that yesterday’s marketer does not have the skills andtools to really go beyond the haphazard “bag of tactics” and gimmicks toreally leverage the opportunity hereSo here is where The Platform Marketer comes in 4

Introducing The Platform MarketerThe Platform Marketer wears many hats and embodies thecollective competencies needed to successfully operate inthis world of addressability at scale5 Marketing technologist Audience platform expert Programmatic media buyer Addressability expert Consumer experience designer Consumer privacy & preference advocate Decision science P.H.D. Measurement and attribution expert Multi-channel program strategist Segment portfolio manager Chief Customer Economist

The Platform Marketer represents a dramatic shift from thetraditional marketing skills and competencies6The Traditional MarketerThe Platform MarketerThe big ideaBig DataMedia buys reliant on buying clout and scaleMedia buying driven through the tech stack andaudience platformsPrograms disconnected from the customerexperienceIntegrates consumer experience across media andchannels at segment and individual levelMarketing moves at the speed of humandecisionMarketing moves in real time through programmaticapproach to decisioning and execution

The Platform Marketer – The Segment Portfolio ManagerThe Platform Marketer is has a data-driven view of its customer segments andactively manages strategies and tactics through this portfolio7

The Platform Marketer – The Audience Platform ExpertThe Platform Marketer is a master of the ever evolving Audience Platform targetingand optimization capabilitiesContent & Context8Intent & BehaviorAnonymous IndividualIdentified Individual1st party cookieContextIntentBehaviorDevice IDCustomcontentGeolocation3rd partysegmentsProbabilistic IDAnonymouscookieName &email

The Platform Marketer – The Audience Platform ExpertThe Platform Marketer is a master of the ever evolving Audience Platform targetingand optimization capabilities9

The Platform Marketer – Programmatic Media BuyerProgrammatic Media Buyer:The Platform Marketer brings programmatic buying skills to the enterprise10

The Platform Marketer – Programmatic Media Buyer11DSPDMPProgrammatic Media Buyer:The Platform Marketer brings programmatic buying skills to the enterpriseLookalikeModelingOnline AudienceSegmentsCRMRe-TargetingDirect Match/Custom AudiencesMatch convertedconsumers toanonymous ID andcreate look-alikepredictive model toidentify “like”cookies/ placementopportunitiesthrough RTBIdentify highperforming onlineaudiencesegments (“autointenders”) andtarget theseanonymous usersthrough the DSPIdentify usersvisiting site(anonymous orauthenticated) andtarget customizedimpressions afterthey leave the siteMatch offline “topdeciles” to cookiesthrough third partymatch providersand target knownconsumers on a 11 level

The Platform Marketer – The Addressability ExpertPlatform marketers bring addressable data skills that facilitate the exchange ofidentity and data for personalization and relevance.This is a skill!The Platform Marketerknows he/she mustmaximize his addressablemarket through highcoverage of consumeridentifiers and knowledge inthe database12This requires masteryof consumeraddressability in thedatabase andconstant collaborationand leadership withtechnologyIt also requires deep consumerinsight and experience skills to designand implement the experiential “valueexchange” that incents consumers toprovide data (e.g, why should aidentify on a site with their facebooklog-in?)

What does it look like when it comes together?Lets use a retail example 1-800FlowersCustomerDatabaseDevelop high value customersegments: “Upcoming Anniversaries” “Win backs” “Frequent Purchasers”Create “Direct Match” modelsbased upon these customersegmentsWhen a “matched” customer views aDisplay Ad, the Remarketing Tag fires;segmenting the consumer into theappropriate Remarketing ListFor example this could be, “High ValueCustomer with an upcominganniversary”13

What does it look like when it comes together?Lets use a retail example The high value CustomerContinues Searching forAnniversary relatedqueriesBased upon 1-800 Flowers data, we know thecustomers: transaction history, order preferences,location, and key dates (ex: anniversary)Bids and Messaging can then be highly tailoredcreating unique Search experiences in addition toexpanding potential keyword portfolios14

What does it look like when it comes together?Lets use a retail example Segment Portfolio ManagerAudience Platform ExpertThe high value CustomerContinues Searching forAnniversary relatedqueriesAddressability ExpertBased upon 1-800 Flowers data, we know thecustomers: transaction history, order preferences,location, and key dates (ex: anniversary)Programmatic Media BuyerBids and Messaging can then be highly tailoredcreating unique Search experiences in addition toexpanding potential keyword portfolios15

THE WORLD OF THE PLATFORM MARKETER:Reaching an addressableaudience at scale.The Audience Platform Digital platforms thataggregate audiences for data-driven marketing 8BCustom audiencemedia spend in 2017 9BRTB media spend in 201716 Known individual level targetingreaches massive scale as the coreof the strategy Cross device targeting maturitywill accelerate 1st party audience expansion andextension creates massiveaddressable scale opportunity Search will be the next bigaddressable platform The info-mediary starts totake shape Digital media convergence Programmatic media buyingexplodes

The Tech Stack The Marketer’s data management, analytic,and decisioning platform that enables audience platform interactionsDecisioningOver 31Bof Mobile ad spendin 2017, representingover 50% of theoverall digitaladvertising market50% of allecommerce sites will besocially connected by 2015Ad Serving & TaggingData ManagementAttributionMatchingCRM PlatformThe Platform Process The newconnected processes for the Platform nceDeliveryThe Metrics The new metrics for the new world ofaddressability at scale17 Addressable targetaudience reach Knowledge attributecoverage in the database Audience identifiercoverage in the database % addressable interactions

The Adaptive Customer OrganizationThe analytic, technical, and creative competencies that form a highlyadaptive ce PlatformsInnovation & TestingMEASUREMENT& OPTIMIZATIONTECHNOLOGYEXPERIENCESTRATEGY& PLANNINGDesign & PlanningConsumer Preference& GovernancePortfolio ManagementSegment Leadership Product ManagementBrand Leadership18CXO ChiefExperience OfficerAttributionMarketing MixBusiness IntelligenceDecision ScienceMarketing StackPersonalizationConsumer DataCIO ChiefInformation Officer

The Platform Marketer has the skills and competenciesto take advantage of addressability at scale – but mustoperate within the Adaptive EnterpriseThe Adaptive Customer Enterpriserepresents the infrastructure,processes, and organization thatrapidly adapts to opportunities inthe ever-evolving world of theaddressable platform.The Platform marketer, thrives inthis environment that is purposebuilt for innovation, speed-tomarket, and data-driven execution.19

The Platform Marketer has the skills and competencies totake advantage of addressability at scale – but must operatewithin the Adaptive Enterprise20

Last year, we introduced the concept of the Digital MarketingValue Chain – this is the Platform Marketers sandboxDigitization of the end-to-end marketing data management, planning, andexecution value-chain drives real-time optimization at the individual level21IntegrationConnectedConsumer ViewDigital Marketing Value Chain

Billions in investment capital and marketer spend is pouringinto technologies – but is has been confusing andfragmentedDigital Media “LUMAscape”22

In the last 12-18 months, we have seen the most advanced marketersrationalizing all of this technology into a rationalized, unified stackAudiencePlatformsExecutionCurrenciesName & address3rd party cookie3rd party segmentContext1st party cookieDevice IDGeo-locationSocial ID / handleDecisioningPlatformsAd Serving &TaggingPlatformMarketerStackData tformsCRM Platforms23Marketing Customer Data Warehouse

CRM Data PlatformsAudiencePlatformsExecutionCurrenciesName & address3rd party cookie3rd party segmentContext1st party cookieDevice IDGeo-locationSocial ID / handleDecisioningPlatformsAd Serving &TaggingPlatformMarketerStackData ManagementPlatformsAttributionPlatformsCRM is still the root of where the value lives. Analysis andinsight on known consumer behavioral, attitudinal, and valuebased insights drives every decision upwards in the stack.The ability for the marketer to operationally and analyticallymake the connections to and from the CRM database into thedigital stack is the foundation for the Platform Marketer.MatchingPlatformsCRM Platforms24Marketing Customer Data Warehouse

The core of the platform is the connected view of theconsumerLife EventsDemographicsCall centerLTV Segment Consolidated view of the consumeracross all touchpointsSiteProductMeetings Allows clients to analyze theirprograms in context of the wholepicture Valuable insights on consumervalue, attitudes, and behaviorsDisplayMobile Attribution – provides foundationfor effective measurement Multi-media, multi-channeloptimization based on factsSocialPrintTV/VideoDM &EMSearch25

Connected CRM etailSiteCCSegmentationMeasurement & AttributionIntegrated attribution andtargeting accessible in real-timeTargeting & PersonalizationConsumer Event StreamAll offline media interactions mappedto the individual/HH level includingmedia research panel dataOffline MediaDatabaseDigital DataMgmt PlatformcRFoundational view of the prospect andcustomer including segmentation,contact history, and valueConnected Recognition (cR) links knownconsumers (and their value) to their media interactions inthe anonymous marketplace – mass and digitalCRM DatabaseFirst, Second and Third Party Data Sources26All anonymous and known digitalexposures keyed to a universaluser key (cookie level)

How does it come together – digital data integrationexampleSite Visit DateCookieID/DeviceJan 21ID 123/PCJan 21ID 123/PCJan 22ID 123/PCFeb 15ID 123/PCFeb 24ID 234/MobileBrowsingFeb 27ID 234/MobileBrowsing1. Track online andmobile user activity27Account IDOrder NumberKnown?03211231PurchaseReal-world IDJohn Smithjsmith@aol.comBuffalo, NYC97872. Link data basedon actionLogin3. Identify user