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Boosting First-Party Data with DMPs: A Webinar

Join Susan Bidel, Senior Analyst, as she discusses how smart publishers are partnering with DMPs to enhance the effectiveness of their first-party data. Learn about the power of insights, successful partnership strategies, and recommendations for implementing a solid DMP strategy.

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Boosting First-Party Data with DMPs: A Webinar

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  1. WebinarLearn How Smart Publishers Are Partnering With DMPs To Boost Their First-Party Data Effectiveness Susan Bidel, Senior Analyst March 6, 2014. Call in at 10:55 a.m. Eastern time

  2. Agenda • First-party data is a strategic asset for online publishers. • Boosting first-party data power of insights with DMPs • Establishing a successful DMP partnership • Recommendations: Power a first-party data strategy with solid DMP implementation.

  3. Agenda • First-party data is a strategic asset for online publishers. • Boosting first-party data power of insights with DMPs • Establishing a successful DMP partnership • Recommendations: Power a first-party data strategy with solid DMP implementation.

  4. A unique set of profiles Based on: Site and search analytics Online registrations Offline subscriber data Connecting online behaviors And the preferences of real people

  5. Source of first-party data for publishers Source: February 3, 2014, “Publishers Must Invest In First-Party Data Protection” Forrester report

  6. Key strategy ingredient across marketing, products, and sales

  7. We use what the data reveals for ad sales, eCommerce — selling subscriptions and tickets to events — and for aligning with our content management system to deliver relevant content to target contextually. Steve SuthianaDirector — digital media and operationsMansueto Ventures

  8. Agenda • First-party data is a strategic asset for online publishers. • Boosting first-party data power of insights with DMPs • Establishing a successful DMP partnership • Recommendations: Power a first-party data strategy with solid DMP implementation.

  9. Data management platforms defined (SO WE ALL KNOW WHAT WE’RE TALKING ABOUT) Data management platforms are a unified technology platform that intakes disparate first-, second-, and third-party data sets, provides normalization and segmentation on that data, and allows a user to push the resulting segmentation into live interactive environments. Source: Forrester 2013

  10. DMP’s first tasks for the publisher Determine the correct taxonomy Allow cookie pools to form

  11. A DMP can help a publisher understand how consumers are interacting with their content, how to attract consumers to their site, which kind of audience packages to offer to communicate, unify, and target much more effectively. Madeline RichDirector of marketingLotame Solutions

  12. We’ve been able to create customized New York Times audience segments that we’re selling for incremental revenue. Heather KelzDirector of ad systems and operationsThe New York Times

  13. Granular data

  14. This single view of the user who is most likely to subscribe leads to a better understanding of how you can get them through that conversion. Gordon McLeaodPresidentkrux digital

  15. Cookie matching enhances relationships.

  16. We are now able to offer data- and cookie-matching for our financial services advertisers. Adam SolomonVice president Digital ad products and revenue operationsTime

  17. Build loyalty

  18. It’s the confluence of audience and product. Understanding that confluence is most important to creating better content and product to attract and amplify that audience. Robert VolzVice presidentMedia analyticsX Plus One

  19. Agenda • First-party data is a strategic asset for online publishers. • Boosting first-party data power of insights with DMPs • Establishing a successful DMP partnership • Recommendations: Power a first-party data strategy with solid DMP implementation.

  20. Translated data

  21. We have ten years of really rich data from a survey we send out that has 450,000 respondents, and last year was the first time we brought that into the online environment, with the help of Adobe. Chris ReynoldsVice presidentMarketing analyticsCondé Nast

  22. Set realistic goals

  23. Invest in talent.

  24. Agenda • First-party data is a strategic asset for online publishers. • Boosting first-party data power of insights with DMPs • Establishing a successful DMP partnership • Recommendations: Power a first-party data strategy with solid DMP implementation.

  25. A DMP can help deliver more effective targeting. It can improve ad units by making all monetization elements — site and mobile — work in tandem. It can improve the user experience with more relevant content. And it can provide the tools to move into a broader product perspective. Dana HayesGroup vice presidentPartner developmentAxciom

  26. Start with a companywide strategy Make the business case for a DMP. Determine which divisions would benefit from a DMP integration and get them on board Refer to The Forrester Wave™: Data Management Platforms, Q3 2013 for detailed guidance.

  27. Susan Bidel +1 212.857.0751 sbidel@forrester.com

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