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BOLO2010 Ingalls

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This document discusses the challenges modern marketers face in managing data from dozens of different media sources and platforms. Specifically, it notes that over 55% of online ad spending in 2010 was not properly measured or optimized, potentially being wasted. It then outlines the complex, manual process currently required for marketers to collect, analyze, report on, and share data from various ad servers, analytics tools, and other sources - a process that takes multiple days each week. Finally, it introduces the concept of "Data 2.0", describing it as an open, automated system that provides a simple, centralized place to access updated data from any source in order to better optimize spending and predict effective media placements.

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TrackSimple Board of DirectorsData2.0Managing the Modern Media Plan
Today’s marketer has to deal with dozens of media sources.In 2010 more than 55% of online spend will not measure or optimized and potentially wasted.Source: eMarketer: http://www.emarketer.com/Report.aspx?code=emarketer_2000710
Modern Media Plan: 5 - 25 ad serving partners
But, if data drives results you need to:collectreportsharedata & reports
And you get data from:systems we use every day
from ad servers like these:
and data from media plans including:campaign metadataaccount managersites & placementscreative detailsnegotiated CPMconversion data
and from analytics engines:
and from audience vendors:
data is generated using:tags & cookies(as an industry, we are tag ‘happy’)
finally your data ends up here:
Ok, now you knowwhere it is...
..but can you get it out?Sure, just log into each vendor and fetch it yourself.Login screens...
and when you get it, it looks like this.
collectreportshareNow you are done with Step 1And it took you days.
So, your whole joblife starts to look like this…manuallylogin to each source configure reportdownload or emailcut and paste into excelnormalize names, group adsbuild pivot tablecreate graphsdecide guess where to spend more
But wait, you aren’t done yet…manually (cont.)copy data and graphs to powerpoint write bullet points (positive spin)share with colleagueNow Monday & Tuesday have passed schedule & present to clientget sign off to take actionNow it’s Thursday, get ready to start again Monday!
You live in a world we callData 1.0siloedmanualcomplicatedrear-view mirrorlose the ROI of Now
you are probably spending:Monday & Tuesdayper clientCosting you time, money and opportunity
Ok, so what is Data 2.0?
Data 2.0 PrinciplesOpen System: Aggregate data from anywhere, in any formatAutomated: Update your data every daySimple: Provide one place to see everything PredictHelp you optimize & predict winnersExtend:Plug into other programs via API’s
If you are trying to do this:collectreportshareAnd it’s taking you Monday & Tuesday...TrackSimple Confidential
Try Data2.0… and get Tuesday Back

More Related Content

BOLO2010 Ingalls

  • 1. TrackSimple Board of DirectorsData2.0Managing the Modern Media Plan
  • 2. Today’s marketer has to deal with dozens of media sources.In 2010 more than 55% of online spend will not measure or optimized and potentially wasted.Source: eMarketer: http://www.emarketer.com/Report.aspx?code=emarketer_2000710
  • 3. Modern Media Plan: 5 - 25 ad serving partners
  • 4. But, if data drives results you need to:collectreportsharedata & reports
  • 5. And you get data from:systems we use every day
  • 6. from ad servers like these:
  • 7. and data from media plans including:campaign metadataaccount managersites & placementscreative detailsnegotiated CPMconversion data
  • 10. data is generated using:tags & cookies(as an industry, we are tag ‘happy’)
  • 11. finally your data ends up here:
  • 12. Ok, now you knowwhere it is...
  • 13. ..but can you get it out?Sure, just log into each vendor and fetch it yourself.Login screens...
  • 14. and when you get it, it looks like this.
  • 15. collectreportshareNow you are done with Step 1And it took you days.
  • 16. So, your whole joblife starts to look like this…manuallylogin to each source configure reportdownload or emailcut and paste into excelnormalize names, group adsbuild pivot tablecreate graphsdecide guess where to spend more
  • 17. But wait, you aren’t done yet…manually (cont.)copy data and graphs to powerpoint write bullet points (positive spin)share with colleagueNow Monday & Tuesday have passed schedule & present to clientget sign off to take actionNow it’s Thursday, get ready to start again Monday!
  • 18. You live in a world we callData 1.0siloedmanualcomplicatedrear-view mirrorlose the ROI of Now
  • 19. you are probably spending:Monday & Tuesdayper clientCosting you time, money and opportunity
  • 20. Ok, so what is Data 2.0?
  • 21. Data 2.0 PrinciplesOpen System: Aggregate data from anywhere, in any formatAutomated: Update your data every daySimple: Provide one place to see everything PredictHelp you optimize & predict winnersExtend:Plug into other programs via API’s
  • 22. If you are trying to do this:collectreportshareAnd it’s taking you Monday & Tuesday...TrackSimple Confidential
  • 23. Try Data2.0… and get Tuesday Back