Presentation by Angelina Eng at the IAB Ad Ops Summit 2014 articulating the value of data and what it means to from an operational perspective, how user data is important in each of their contexts, and the importance of this within the supply chain from a media agency's perspective.

1. © 2014 Merkle.All Rights Reserved. Confidential
Breaking Down Data -The Value of Data (Agency Perspective)
Presented by Angelina Eng

2. © 2014 Merkle.All Rights Reserved. Confidential
Agency collects from many different sources to measure the performance of their digital media activities

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Types of Data Ingestion
Media Tools
•Research / Surveys
•Workflow Tools
•Finance Data
Media Inventory
•Direct Publishers
•DSPs
•Audience-based DSPs
•SSPs
•PMDs
Campaign Tracking
•Display Ad Servers
•Paid Search
•SEO
•Mobile Ad Servers
•Video Ad Servers
•Rich Media Ad Servers
•Ad Verification
•Viewability
•Audience Measurement
•Site Served
•PMDs
•Social Listening
Client Side
•Site Analytics
•CRM database
•Sales Data
•Tag Management Solutions
•DMP
•Reporting Platform

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What happens to the data…
Collect / Aggregate
(Manual / FTP / API)
Map
(Align, Categorize)
Normalize
(Timezone, Currency)
Business Rules
(Exceptions, Requirements)
Actualize / Reconcile (Delivery, Spend)
Analyze & Report
Optimize
Repeat(Daily, Weekly, Monthly)

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Data can tell us what’s more or less effective…
Channel
•Display
•SEM & SEO
•Brand vs. DR
•Remarketing
•TV / Print / OOH
•Direct Mail
•Email
•Affiliate
•Social
Brand / Dept
•Brands
•Departments
•Products
Publisher Site
•Vertical
•Holding Company
Placement
•High Impact
•Broad Reach
•Relevancy
•Viewability
•Verification
•Affinity
Ad Types
•Ad Size
•Text Links
•Video
•Mobile
•Social
•Native
•Audio
Creative
•Concept
•Execution
•Version
•Offer Type
•Offer
•Call To Action
•Message
Creative Format
•Flash
•JPG/GIF
•Rich Media
•Dynamic
•Native
•Mobile
•Video
•Text Link
Front End Metrics
•Spend
•Impressions
•CPM/eCPMRate
•Clicks / CPC /
•CTR
•Engagement / CPE
•Frequency
•Reach / GRP / TRP
•Viewability / VR
Activity Attribution
•Post Impression
•Post Click
•Total Activities
•Device / Cross Device
•Sequencing
KPIs
•Total Page Views
•Total Unique Visitors
•Avg Page Views / Visitor
•Total Sales /
•Total Leads / Registrations
Detailed Sales Data
•# of Units /CPU
•Revenue / ROI
•Sales / CPS / CPO
Timing
•Date
•Day of Week
•Week
•Month
•Quarter
•Year
•Campaign Flight
Advanced
•Frequency to Conversion
•Exposure to Conversion
•Cross Site Duplication
•Timelagto Conversion
•Compliance / Brand Safety
Audience
•Demo
•Behavioral
•Consumer
•Pro / B2B
•Lifestage
•Geo
•Purchase Intent
•Interest
•Location
•Operating System
Partners & Placement
Messaging
Audience
Platforms
Tactics

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The digital marketing is rapidly moving toward addressability
Contextual
Cookie Based
People Based
How many people visit site, and their profile
Cookie & Third Party data on unknown individuals
Addition of data repository including all media and CRM data
Targeting
•Based on inferred match between audience & publisher
•Anonymous user behaviors
•Retargeting
•Anonymous user behaviors tied to customer data
•1stparty data targeting (name and address)
Optimization
•Publisher performance
•Anonymous cookie data
•Performance by customer
•1st, 2nd, & 3rdParty Data / Cookie
•Device ID
•Anonymous ID
Place
Anonymous and Individual
CRM Data Driven
Place
Anonymous Individual
Place
Level of insight
Platforms &
Format
•PC
•Banners
•Search
•Multiple Devices
•Display & Video
•Channel specific
•Search
•Cross Media
•Cross Device
•Social Media
•Display & Video
Prospecting
Look-Alike
Remarketing

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We do this because we want/need...
»Better transparency to minimize risk.
‣Optimize across publishers, placements, & creative to drive Traffic, ROI & Sales
‣Brand Safety, Viewability and Compliance
‣Financials: Planned vs. Bought vs. Actuals vs. Paid
»Understand the drivers that affect the business and increase scale
»Audience Insights
‣Market Trends
‣Messaging Strategy & Approach
»TRUE IMPRESSIONS against the DESIRED AUDIENCE
‣Brand Safety + Viewability + Real People + Target Audience = True & Better Results = Less waste

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But there are many challenges
»Data is fragmented and incomplete
‣Too many point solutions –aligning/marrying data difficult
‣Lack of methodology, consistency & standardization
‣Lack of transparency & not everything is trackable
‣Cookie-base vs. Device-base vs. People-base
»Few Tools, Resources & Expertise
‣Every company processes data differently
‣Requires investment to support (personnel and systems)
‣Inefficient workflow and not enough talent
‣Innovation & Thinking is advanced but solutions and tools are incomplete.

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But aggregating data is just one part of the equation…
Increased Accuracy
Innovation
Partnerships
Success
Media
Analytics
Creative
Platforms
Drive Innovation
Marketers
Agencies
Technology Vendors
Media Partners
Partnerships
1stParty Data
2ndParty Data
3rdParty Data
Technology
Increased Accuracy
Data
Integration
Collaborate

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What we need to do…
•Need better workflow tools
Planning > Buying > Optimization > Financial Reconciliation
AUTOMATE! AUTOMATE! AUTOMATE!
•Partner and work with IAB and MRC
•Work together on challenges, methodology & approaches, and solutions
COLLABORATE! COLLABORATE! COLLABORATE!
•Technology
•Workflow
LISTEN and SOLVE!
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11. © 2014 Merkle.All Rights Reserved. Confidential
Thank You!
merkleinc.com
Angelina Eng
Vice President, Platform Solutions & Activation
aeng@merkleinc.com
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