Speaking at the Salesforce World Tour in Sydney, Head of advertising, Paul Mant told attendees that we faced an already high bar of excellence expectation before bringing on the Krux (now Salesforce) data management platform (DMP).
“Most of our clients believed we were a data goldmine before we’d even entered strategy around DMP,” he said. “So there were big expectations to bring all our interactions to life.”
Adopting a DMP allowed us to take millions of historic and real-time interactions, bring them together then be able to “get in the [media] curation game in a meaningful way,” Mant said.
An example is by creating personas, such as the first-home buyer, pet friendly or young family, based on different demographic and geographic data sets, plus a user’s interactions within the property part of the Trade Me site.
“Pull those three data sets together and take that to a banking client, and they can put the right message at the right time to the right audience with the right creative,” Mant said.
Across our insurance company division, meanwhile, utilising a DMP is helping the company to innovate and use its own data to inform media creative for targeting new audience segments, Mant said. One example was deciding to adapt the look of its mascot, Simon the Sloth, who used to ride around on a skateboard and did a lot of snorkelling. The creative now sees Simon packing boxes in order to better reflect the young family moving into its first home.
We also adapted creative further after discovering that it wasn’t resonating with consumers outside of urban areas, changing the colouring scheme and basing it on a consumer’s local rugby team.
“Curation was our first priority. Secondly, it was about making audiences available for programmatic buying so advertisers have an unfair advantage in buying with us,” Mant said.
Stage three for us is to increasingly use insights to inform business decision making. “So it’s not just marketing having discussion around what the data means before we start to curate,” Mant said.
“Having a DMP allowed us to do all of that. We thought we’d be flogging products for at least 10 years but we’re achieved that panacea where we start to lead with insights.”
This article was first published by CMO.com.au