DIGITAL MARKETING HUB v2.0 - AdExchanger

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Digital Marketing Hub <strong>v2.0</strong> BMO Capital Markets Exhibit 18. Global Outsourced Customer Interaction Revenue by Type ($ in millions) 2009 2010 2011E 2020E Customer service/tech support 26,203 26,328 26,879 40,102 Sales 11,286 11,658 12,047 16,892 Marketing 5,331 5,586 5,915 10,235 % growth 1.6% 4.8% 5.9% Customer interaction 42,820 43,572 44,841 67,229 Source: IDC and BMO Capital Markets for 2020 estimate. Marketing Data Spending Marketing data and intelligence spending is dominated by “market research.” This includes media measurement data to provide the “currency” for advertising transactions, focus groups and both syndicated and customer research to help inform marketers’ strategy planning. Traditionally, direct mail list brokers made up most of the rest of the spending, however spending on IP marketing data for email and display advertising is now entering the fray. Exhibit 19. Global Marketing Data and Intelligence Spending ($ in millions) 280 320 420 640 820 1,000 400 480 580 680 19,980 14,800 14,400 14,100 13,860 32,609 31,414 31,240 32,694 34,027 2008 2009 2010 2011E 2012E Market research/measurement Direct mail data Online display data E-mail data Source: GroupM for Global Market Research, DMA/Winterberry/Teradata/Acxiom for US Direct/Email/Display data. We assume 2x US estimate for Global figures. Marketing data comes in many different slices and styles. Some of the more common categories include: • Demographic data: age, gender, ethnicity, marital status, education, household size, income, net worth, occupation, nationality, etc. • Psychographic data: blends demographics with interests, opinions, hobbies, political affiliation, religion, etc. e.g., DINKS, dual-income, no kids. A member of BMO Financial Group 28 June 7, 2012
Digital Marketing Hub <strong>v2.0</strong> BMO Capital Markets • Geographic data: location of a device IP address, zip codes, as well as local context like population density and climate. • Behavioral data: includes clicked ads, site visits and search queries. Most simple behavioral data shows “inferred interest” (e.g., using data to target a car ad on a separate web site to someone who just visited Ford.com); more complicated is “predicted response,” which usually involves multivariate modeling in order to forecast future behavior. • Transaction data: This category includes data from credit card networks (Visa, MasterCard, etc.), banks/credit issuers (e.g., Citibank, CapitalOne, Alliance Data Systems), transaction processors (e.g., First Data, PayPal). It also includes consumer packaged goods sales databases like those maintained by Nielsen, IRI and dunnhumby. And of course retailers (Kroger, Wamart, Amazon, etc.) hold large caches of transactions with which promotions can be targeted. Exhibit 20. Sources Used to Influence CMO Strategy Decisions Market Research Corporate strategy Competitive benchmarking 82% 81% 80% Customer analytics 74% Marketing team analysis Customer service feedback Financial metrics Campaign analysis Brand performance analysis Sales/sell-through numbers 69% 68% 68% 68% 65% 61% Test panels/focus group R&D insights Consumer-generated review 48% 54% 52% Third-party review and rankings Retail and shopper analysis Online Communications Professional Journals 42% 41% 40% 37% Blogs Supply-chain performance 26% 25% 0% 10% 20% 30% 40% 50% 60% 70% 80% Source: From Stretched to Strengthened, Insights from the Global IBM CMO Study First-Party Data versus Third-Party Data A key distinction in the conversation about marketing data is first party versus third party. First-party data is proprietary to the brand or marketer itself, while third-party data is acquired from outside vendors and sources. An example of first-party data would be AT&T’s mobile subscriber list including the date those subscribers’ contracts end, a key knowledge advantage to AT&T when trying to get them to renew rather than defect to Verizon or Sprint. A member of BMO Financial Group 29 June 7, 2012
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