Blog

CMOs have come to realize that data is critical but are rarely using it to its full potential because they lack some of the basic information they need. There is a shift occurring where the control of this data is moving in to the brand and away from the hands of the agency, and this is leading to new opportunities but also creates a problem for agencies who have to find an answer to the role they play in a data driven world.

A marketer can use a DMP and DSP to take control of their data asset, but what are those anyway, and what does a smart execution look like?

Chango is a Private Marketing Platform – we specialize in prospecting for new customers with search retargeting – the concept being that we can find those people who have searched for a relevant term on Google but who have not yet visited your site.

More broadly, Chango is a unique technology platform that allows marketers to bring all their data together in a way that becomes actionable.

• My job in the next ten minutes is to highlight that data for marketing is everywhere and give you actionable ideas for execution that are data driven
• Remove some of the mystery around it
• I work with many major brands – and ‘help’ is a sentiment I hear a lot
• Marketers know they have data, but not sure where it is and how they can get value from it
• A major problem is that a lot of what we are referring to is invisible – and as we will go on to discuss, there are many companies making money from what could be referred to as invisible advertising placements
• In part the confusion is caused by the complexity of the digital ecosystem as highlighted in the Luma chart
• For now, the important part to take note of is the central boxes of exchanges, DSPs and DMPs
• Also important to understand that there has been a shift in the ownership of the tools to manage this landscape
• Before we look at DSPs and DMPs lets make sure we understand the impact the exchanges are having on the marketing world
• I find the Matrix analogy useful – moment Neo sees the world as code for the first time
• The effect is that we have gone from buying audiences based on demographics and psychographics
• To buying individuals
• We have gone from shouting at the crowd to talking to individuals
• It is a separation of the media from the targeting
• The media is taken care of with the exchanges, the data is what you have or need to acquire
• Hopefully now you can see the importance of this data
• Commonly used – they have visited, they looked at something, they have done this before or not and they based on this particular location
• Incoming source – change offer or price based on visiting from competitor?