Digital Marketing Transformation Stages

The journey to build Data-Led Marketing Model

First of all, let's look at the various ingredients that we need to start :

1. Data and Technology Strategy
2. Marketing Science
3. R&D
4. Data Architecture
5. Data Visualization
6. Research and Consumer Insight

Internally we need to combine the world of CRM and Media :

Also, not all data is created equal (Below items are listed in increasing order of scale and decreasing order of value)

1. 1st party data: Client owned
2. 2nd party data: from strategic partners who have agreed to share their 1st party data
3. 3rd party data: Other providers that can be used to profile 1st party data

We see this as a journey with the following steps :

Crawl →Walk →Run →Fly

1. Crawl

No DMP || Disparate Data Sources || Limited Analytical Resources ||Basic Reporting

Operations:

A. Clarity on definition of what a DMP is for a business :

Reporting / CRM Focused / Media Focused

B. Along with Tech stack allocate budget for set up and usage

Use case:

1. Think about how to define audiences across businesses :

a. Audience Definition : What attributes are used to define audience ?

b. Data Source : Is the audiencedefined using data collected via 1st, 2nd or 3rd parties ?

2. Walk

Looking at DMPs || Using 3rd Party data || Programmatic Deployed || Tagging in place || Some Real Time optimization || Some audience analytics

Operations:

Use Cases:

a. Audience Profiling: Buyers vs. Borrowers ||Organic vs. Paid visitors ||Pre vs. Post ATL Campaigns

b. Audience Segmentation: Smarter re-targeting, Key segments identified in profiling

c. Audience activation: Diffirent bid strategies for diffirent audience, Frequency capping

3. Run

DMP in place || 1st Party data avaliable ||CRM integration ||Multi-platform Programmatic ||Online attribution||Custom audiences||Segmentation||Dedicated analytics function

Use Cases:

Technology:

CRM On-boarding : There are 3 main ways to do this:

a. Append DMP/DSP tracking CRM emails

b. Match known individuals to cookies when a user identifies themselves on client side

c. Work with a 3rd party on-boarding partner (e.g. Liveramp, Experian, Neustar etc.). Working with an onboarding partner can be expensive, and match rates are typically low (20% — 35%)

4. Fly

Interoperable datasets || 1:1 personalization || X-platform Frequency ||Custom audiences ||Cross-channel attribution||Predictive Analytics||Dedicated data analytics||Resources