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4info 2016 V2

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Transcript of 4info 2016 V2

ACTION
DESIRE
INTEREST
AWARENESS
2
GET THE MOBILE DEVICES RIGHT; THE REST WILL FALL INTO PLACE
1
DON'T GET MORE DATA BEFORE YOU HAVE A DATA STRATEGY
3
DON'T DECLARE SUCCESS UNTIL YOU'VE REACHED THE HOLY GRAIL
L
Building Your Digital Muscle
The connective tissues that form strong bonds between
your customers, their screens and their data

By
2017
the
CMO
will spend
more
on it than the
CIO
- Laura McClellan, Vice President, Marketing Strategies, Gartner
99.5%
of digital data is
NEVER
ANALYZED
Little
None
Business Ability to Take Value from Data
43%
"obtain
little tangible benefit
from their information”
"derive
no benefit
whatsoever"
23%
“You have to start with a question and not with the data,”
Andreas Weigend,
former Chief Scientist of Amazon
What do we want to achieve in next X years?
What data do we have?
What data do we need to acquire?

When to use digital data?
When to use offline data?
Where will we get it from?

What will it cost?
What do we want to achieve in next X years?
When will it be available and ready to implement?
How will we utilize it to achieve our goals?

Do our data partners have rights to the data?
What do we want to achieve in next X years?
More than
207M
people in the US
(
63.9%
of the population)
are smartphone users.  
U.S. adults spend an average of
2hrs 54min
on smartphones and tablets. 
- eMarketer, Feb 2016

per day
- eMarketer, Oct 2015
Ad spending in U.S. on mobile advertising is expected to pass...
$43+
BILLION
38%
OVER
2015
2016
- eMarketer, March 2016
Accuracy vs Scale
Data On-Boarding
Email Match Key Falls Short
10%

to
40%
Match
Ask more questions.
Do you have scale?
Can you measure it?
Is it really accurate?
What are the
trade-offs?
Can my goals be achieved, given the answers?
What am I buying, exactly?
It’s not possible.
There’s no way.
We don’t have data.
They don’t measure sales.

It takes too long.
Measurement

Across Publishers
Across Screens
&

Vertical
:
Client:
Channel:
Goals:
Segment
Data:

Financial Services
Brokerage firm
New accounts,
Brand awareness
Wealth estimates
Investment propensity
HHI + spending
Aggregate credit data
Demographic
Geographic

Mobile
Append client data (survey respondent file) with custom segments to identify & define investor audience
Serve media via 4INFO to targeted audience
Combine with addressable TV campaign
Measure against control group
462%
198%
447%
Lift in new account assets from 4INFO + ADTV campaign, compared with control
Lift in new account opens when combined with addressable TV
Lift in new account assets from 4INFO exposed group, compared with control group
Tim Jenkins
tjenkins@4info.com
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