Why Should Brands Care about Data Enabled Buying?

David L. SmithCEO and FounderMediasmith

Jocelyn ChambersSr. ManagerCitrix Online

Data Enabled Buying-Who Cares?• Marketers should care about this– Who is in charge of your data?

• Agency? • Web team?

– Data normalization plan?• Do you have one?• Is it even possible?

Why Now?• FTC and Congress may take tools away– Targeting and use of 3rd party cookies (privacy issues) – Need to maximize your use of first party data (your

own)– Great leverage exists in use of data to buy audience

rather than impressions

Data Enabled, Technology Assisted Buying

Demand Side Platforms

Targeting Options Enhancement Technologies

Site Buys

Data Management Platforms

Real Time Bidding

Client Data

Advantages of Multi-Source Buying

• Combination of site direct and audience buying makes for a more efficient buy

• Cost of “site direct only” inventory prevents scaling– Reach is limited to selected publishers– Inventory is not all targeted to your audience– Difficulty learning about your customers

• Addition of Private Network buys adds efficiency and reach

What can data-enabled buying do for you?• Citrix Online faced declining display engagement volume and

increasing costs– Mediasmith tested and replaced under-performing direct buys with data-

enabled strategy – Results: impression volume increased 15X and attributable engagement KPIs

increased 10x

• Just the first stage: data is one of your brand’s assets and there are many ways to leverage that value

GoToMeeting: Q12008 - Q12010Low overall display impression volume and engagement conversions.

7/1/10: Data strategy initiated.

10/1/10: >50% Data-enabled partners. Note relationship between impression volume and conversions.

4/1/10: Mediasmith engaged.

Conversion KPIImpressions

How did we launch the strategy?• Implemented a thorough site tagging architecture • Upgraded 3rd party ad server technology• Created an interactive business intelligence

dashboard– Joined Citrix Online’s back-end, ad-server and partner data

• Profiled best customer attributes• Enriched partner DSPs with prospect profiles• Built up remarketing pools

What did this mean for Citrix Online?• Renewed confidence levels in data from online media• Confirmed our target customer audiences and reduced

ineffective spend• Expanded the reach of our message by delivering greater

impression volume at lower CPMs• New insights into the performance trends of our overall

media mix

Why use data-enabled buying for brands?• Data-enabled buying is a branding “tool you can’t live

without”– Increases your brand’s exposure through scale– Creates cost efficiencies through targeting and bidding strategies– Normalizes your data for cross-tactic applications– Provides backbone for contextual and brand lift metrics plug-ins to

ensure success

So, what are we going to do next?• Leverage existing customer profile attributes to create new

prospect pools in conjunction with 3rd party data segments• Architect re-messaging sequence and test dynamic creative• Extract the value of website engagement by using site-side

customer experience data• Bring search and offline media pressure into a

comprehensive analytics framework