The agency approach to managing everyone Amy Manus, Senior Media Director

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Only through a customer obsessed approach can brands meet the needs of today’s radically empowered consumer to create differentiating business value.

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Programmatic Helps Connect These Experiences

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Bringing Programmatic To Life DATA LOGIC EXPERIENCES MEASUREMENT

The combination of 1st and 3rd party data that drive

toward customer ‘profiles’

The ability to marry

the customer and content in the

most relevant way

Reaching the customer in

the right context at the

right time

Understanding what is

working as fast as

possible

HOLISTIC: Self Serve Optimization & Insights Applied Across All Efforts

Getting Started: A Roadmap to Programmatic

Crawl

Determine portfolio investment strategy from the top down. Establish control of working media spends

Increase efficiency by identifying the largest volume of spend that can be moved onto one DSP for programmatic buy model

Walk

Design working media principals adhering to new programmatic best practices

Segment audience pools across various investments and leverage insights from DSP to remove arbitrage and overlap

Run

Onboard a DMP to fully capture CRM, offline & onsite data and media investments in a centralized system

Develop 80/20 ‘Test and Learn’ schedule to constantly revise plans each quarter for gained knowledge

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What to remember from this session

CUSTOMER INTERGRATED PROCESS EVERYWHERER