Presentation by Adobe Audience Manager, Media Optimizer & Social - Benelux Samuel van Deth. Data-Driven Marketing Road Show at De Balie in Amsterdam, March 25 2014

3. Introduction to DMP
Optimize Touch Points by Putting Data to Use in Audience Segments
Samuel van Deth | Audiences, Media & Social @ Adobe Benelux
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4. Dan Ariely, Behavioral Economics
Professor at Duke University
4
Big Data DMP is like teenage sex: everyone talks about it,
nobody really knows how to do it,
everyone thinks everyone else is doing it,
so everyone claims they are doing it...

5. I dare you

6. Adobe: Changing the World Through
Digital Experiences
6
Adobe Creative Cloud Products:
Photoshop, Lightroom, Illustrator,
InDesign, Digital Publishing
Suite, Muse, Acrobat XI
Pro, Flash Pro, Flash
Builder, Dreamweaver, Fireworks,
Premiere Pro, After
Effects, Audition, SpeedGrade, Pr
elude, Encore, Bridge, Media
Encoder
Adobe Creative Cloud Services:
Device and PC Sync, Cloud
Storage, Business
Catalyst, PhoneGap
Build, Typekit, Story Plus
Dynamic Tag Manager
Mobile Services
Audience Manager
Digital Asset Manager
Shared Services:
Adobe® Analytics
Adobe® Target
Adobe® Social
Adobe® Media Optimizer
Adobe® Experience Manager
Adobe® Campaign

7. Major Digital Marketing Acquisitions
7
2009 2010 2011 2012 2013
DAY CQ
Q3, 2010
• Web Experience Management
• Content Management
• Personalization
AUDITUDE
Q4, 2011
Video Advertising Monetization
& Management
OMNITURE
Q3, 2009
• Site Analytics
• Multi-Channel Analytics
• Content Optimization
EFFICIENT FRONTIER
Q1, 2012
Search, Display, and Social
Advertising Management and
Optimization
DEMDEX
Q1, 2011
Audience Management
NEOLANE
Q3, 2013
Campaign Management
SATELLITE
Q3, 2013
Tag Management

8. Adobe named leader in Data
Management Platform
8
“Adobe Audience Manager (AAM) leads the pack
with a strong current offering
and a well-defined strategy”

9. Data Management Platform (DMP)
9
1. What is it (not)?
2. What does it do?
a) An Advertising Case
b) A Publisher Case
3. Takeaway: What to think about when considering?
Agenda

10. eMarketeer: “Central Role in Advertising”
10
Channel
optimization
Audience
optimization

11. DMP: What is it?
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12. DMP: What it is not?• BI tool/Big Data Platform:
DMP is not about data storage
• CRM or Direct (e)Mail Tool: no
PII data (only anonymized
CRM data) combined with
other data sources
• DSP or Adserver: DMP doesn’t
bid on advertising or stores
ad’s
• Analytics: DMP is about
putting data to action, not
analysis (allthough it has
reporting capabilities)
12

13. 3rd Party
epsilon
Experian
V12 group
BlueKai
LiveRamp
TARGUSinfo
Datalogix
Exelate
AddThis
janrain
bizo
Alliant
IXI
Acxiom
Quantcast
1st Party 2nd Party
Display Search Social Video EmailSite Mobile
Data
Audience Segment
Delivery /Analysis
Data Ingestion
Data Sync / Segmentation
Audience
Segment
Standardization
DMP: What does it do?
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Analytics Data
CRM Data
Partner Data
ADOBE EXPERIENCE MANAGER
ADOBE TARGET
ADOBE MEDIA OPTIMIZER ADOBE SOCIAL ADOBE AUDITUDE ADOBE CAMPAIGN
ADOBE ANALYTICS
CRM

14. Connect External Partners
Forecasting
Social
Graph
Cross
Device
DSPs
Video Attribution
Ad Servers
Inventory Sources
3rd Party Providers
14

15. 15
Environment
Variables
Country of origin
Time zone
Device type
Operating system
Browser type
Screen resolution Temporal
Variables
Day of week
Recency
Frequency
Referrer Variables
Referring domain
Campaign ID
Affiliate
PPC
Direct
Social graph/login
Offline Variables
CRM
Loyalty
Call center
3rd-party data
Online Behavior
Variables
Customer / Prospect
New/return visitor
Time on site
Pathing
Previous product
interests
Video engagement
Searches
Previous online
purchases
Category affinity
Display ad engagement
Audience Manager – Profile Extension

16. 16
Signals
Credit Score
780
Traits
Segments High Value Customers
– Algo 80% Alike
- Look-a-like Segment Based On
Converter Audience
Form Abandoners
- Heavy site usage last 7 days
- No customer history
Click here
Enter ZIP
Sign in

17. 17
Ingest Manage
Partner Data
1st Party
2nd Party
3rd Party
epsilon
Experian
V12 group
BlueKai
LiveRamp
TARGUSinfo
Datalogix
Exelate
AddThis
janrain
bizo
Alliant
IXI
Acxiom
Quantcast
ADOBE ANALYTICS
CRM
ADOBE EXPERIENCE MANAGER
ADOBE TARGET
0 25% 50% 75% 100%
Omni-Channel
Marital Status
Gender
Job Function
Pages Consumed
Age
In-Store Purchase
HH Income
Site Process
Presence of Children
Travel Type
Lifestyle
Video Engagement
Credit Card Usage
MALE FEMALE
NO YES
BEGINNING MIDDLE END
EXECUTIVE MARKETING SALES
1-5 6-10 10+
18-34 35-55 55+
YES NO
>$50K >$100K<$50K
$1-5K >$10K+<$1K
MARRIED SINGLE
YES NO
OUTDOOR FOODIE TECHIE
Business Leisure
Online Gadget
Moms
(1.5M Uniques)
Last 7 Day’s
In-Market
Outdoor Males
(2.4M Uniques)
Last 7 Day’s
Site
Mobile
Display
Video
Email

18. Manage Dynamic Creative
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AD
SITE
Call to Action 1
Image 1
20% Off
Hero 1
Image 2
10% Off
Call to Action 2
Hero 2
Ingest
Partner Data
1st Party
2nd Party
3rd Party
epsilon
Experian
V12 group
BlueKai
LiveRamp
TARGUSinfo
Datalogix
Exelate
AddThis
janrain
bizo
Alliant
IXI
Acxiom
Quantcast
0 25% 50% 75% 100%
Marital Status
Gender
Job Function
Pages Consumed
Age
In-Store Purchase
HH Income
Site Process
Presence of Children
Travel Type
Lifestyle
Video Engagement
Credit Card Usage
MALE FEMALE
NO YES
BEGINNING MIDDLE END
EXECUTIVE MARKETING SALES
1-5 6-10 10+
18-34 35-55 55+
YES NO
>$50K >$100K<$50K
$1-5K >$10K+<$1K
MARRIED SINGLE
YES NO
OUTDOOR FOODIE TECHIE
Business Leisure
Online Gadget
Moms
(1.5M Uniques)
Last 7 Day’s
In-Market
Outdoor Males
(2.4M Uniques)
Last 7 Day’s
ADOBE ANALYTICS
CRM
ADOBE EXPERIENCE MANAGER
ADOBE TARGET

19. An Advertising Case
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MEDIA AGENCIES/
TRADE DESK
MEDIA/
PUBLISHER
DSPs ADEXCHANGE
BRANDS/
ADVERTISERS
ADS/
CAMPAIGNS
SSPs
Adobe Audience Manager
Audience Manager brings data dimension to real time media buying
A real time process executed in ~ 0.4 s

20. 1st Party Data
(Toyota Analytics)
CRM Data
(Toyota CRM Data Base)
3rd Party Data
(Data Providers)
How to reach look-alike population ?
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Adobe Audience Manager
Publicis Trading Desk
Connect all data and feed Audience Manager with
A. Web Analytics
B. Toyota CRM Database
C.3rd Party Data Provider
D.Campaign performance (traits and segments)
Ingest all data then score and segment
users
Create look alike modeling
by identifying users with same behavior
than the ones who asked for a test drive
Create Test Drive Segment
Populate segments to DSPs and AdServers
in order to reach the right audience
Example : Test Drive look-alike segment
3
1
2

21. A Publisher Case
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Implementing a segmentation strategy using a variety of
data sources to both execute on acquisition initiatives and
deliver audience targeted content and advertising.

22. 1. Ingest Data Sources & Match
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• Offline Subscription Database
• Offline Preferred Subscriber
• Network Survey Respondent data
• Site Analytics
• 3rd Party Demographics and
Interest
DATA
MATCH

23. 2. Manage Unified Segments
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 Condé Nast Audience by Design Segments
 Subscription Lifecycle
(Current, Past, Renewal)
 Editorial Personalization Profiles
 Social Share Data
 Demographic Segmentation
 Any combination of the above
DRIVES
A
LEXUS
WEARS
L’OREAL
OWNS
BOTTEGA
VENETA
VISITS
ALLURE.COM
/SKIN
WEEKLY
SUBSCRIBES
TO GLAMOUR
A PEER
LEADER
FOR
BEAUTY
PRODUCTS

24. 3. Activation
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 Audience-Targeted Digital Advertising
Campaigns via DFP
 Subscription Offer Testing via Adobe Target
 Editorial Content Personalization Through
Adobe Experience Manager
 Targeting E-Mail Marketing Campaigns
(Cross-Sell / Up-Sell of Subscription Titles)

25. Technology: Across touchpoints, robust algorithms and data modeling technology?
First Party Data first: Experience with CRM & offline data onboarding?
Optimized for whom? Core to sell you more media/data or to optimize your sales?
Security & legal: My data secure & solution compliant?
Future: Prepared for: Cross Device? All my Touch Points? Company stable?
Partners: Which partners can me help become succesfull?
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6 Takeaways for researching DMP’s

26. 26
@samuelvandeth
vandeth@adobe.com
More?

27. http://summit.adobe.com/emea