Harmony by Synching Digital Touch Points
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This presentation was given by Eric Simon, VP of Platforms, [x+1] on 11/11/10 at the i162 Alpha Event in Minneapolis, MN.
![Harmony
by
Synching digital touch points
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Harmony by Synching Digital Touch Points
- 1. Harmony by Synching digital touch points [X+1]
- 2. The soloist
- 3. Always ends up in a band
- 4. Marketers also strive for perfection
- 5. • HTTP&IPData • MacUser • DemographicData • ApartmentOwner • TimeofDay • Peoplebookvacationson weekdaysbetween4-7PM. • 3rd PartyData(Nielsen) • CautiousCouples • CustomerData • SkyMilesGoldMember. Offerbusiness class upgrades That is driven by Data…
- 6. So how do we get into the pocket?
- 8. Across a vast amount of media
- 9. Bought in Real Time
- 10. With the highest level of control
- 11. And bring them back to you
- 12. Email WeBsite LandinG Page Display 3rd Party DAta CustomEr Rip a power chord and the Harmony resonates
- 13. Make Every Interaction Count
Notas del editor
- John & Jeffery enter
- Musicians love to be in the spotlight. But as much as they like to hear the sound of their own voice…
- They quickly come to the realization that the audience prefers to hear multiple instruments and voices playing in harmony
- One of our clients, Delta Airlines, also started off as a solo artist in digital marketing. Their goal was to perfect the experience for all the prospects and customers who came to their website.
- How did they do that? How did they show me that specific message. That’s easy, it was done through the use of data in real time. Introduce POE at a high level… POE is able to build profiles based around these 5 Key Segments (look alike modeling) That data is then used to target offers onsite. When we optimize inbound media, experiential perfection is the goal. We eliminate waste. Even if that means one impression.
- When you’re on stage and things start clicking, they call that hitting the pocket. Marketers get into the pocket when they start synching multiple digital touch points
- Once Delta figures out who to target on their website and what information sells more plane tickets, it’s time to go and find people who look like me out across the web…. Talk about the correlation of the data captured and how they synch up.
- Who are we all buying from? We are tied into all the major RTB Media Sources
- Even the sheer perceived chaos and speed of RTB has order and harmony, and becomes an efficient marketplace
- This all sounds fascinating but I’m very sensitive about where my brand appears. How can I control the content I run on using these platforms? Enter the “traffic quality” police.
- So when they come back, the virtuous cycle is complete
- This slide needs to tie everything in together. The money shot. Imagine each of these parts (mobile, email, search landing pages) are a different instrument.. To show how everything needs to be synched and harmonized in tandem with all other digital touch points. This is the Way we think about our Multichannel DSP… give a some examples… other than display, site , and 3rd party. (which we covered) Give the Delta Example, where you take them through the process to really hit home. Look at the big picture of how all touchpoints work together.
- ...What i find very interesting, and unique is X+1's ability to tie access to exchange inventory + integrated of 1st & 3rd party data + on-site optimization in real-time (like the Delta example) Is this something ready for primetime? If we can get closer to something that showcases the complete picture from audience data to on-site optimization it's fairly compelling. thoughts? john
- Answer questions and let people know about our booth and we can talk further….