M1's Tim Spengler on Powering Up People-Based Marketing

Spengler who began his career in the 1980s at NW Ayer and spent a core part of his agency life at IPG39s media agency Initiative moved over to the sell side at iHeartMedia Fuisz and Simulmedia His return to the agency world with Dentsu Aegis Network brings him back at a time when most agencies are struggling to redefine themselves in a datadriven worldIt has been nearly a year since Spengler joined M1 He has a clear focus on bringing it to its next level of evolution by leveraging his 360degree perspective having been on both the buying and selling sideThe M1 platform is powered by the enormous amount of personally identifiable information PII to which Dentsu Aegis Network gained access as a result of its acquisition of database and performance marketing powerhouse Merkle in 2016 That data was used to create a quotpeoplegraphquot that is supplemented with thirdparty partner data from companies such as IRI Live Nation Oracle NinthDecimal Polk and VisaIts robust PII database of 240 million Americans ensures that media buys are reaching real people versus proxies of people This has the potential to give Dentsu Aegis Network and its agencies an advantagePer Spengler quotTraditional brand marketers are emulating directtoconsumer brands Everyone wants to have a direct customer relationship now Using the richness of M1 data potentially combining that with clients39 firstparty data there is less guessing and more specificityquotSpengler says that of Dentsu Aegis Network39s top20 clients almost all are gaining value from the platform for insights and planning while the vast majority are executing media buys off the custom audiences as well According to Spengler those using the platform to execute are highly satisfied quotIn fact one large client has found 90 percent of their sales are coming from audience segments that we identified in M1quotIn addition to identifying profitable business segments for advertising purposes marketers have also proactively approached M1 to help them make sense of all the data they have been collecting According to Spengler quotThe last five years everyone39s been trying to acquire as much data as possible about their customers One of the most interesting offerings we have is M1 Enterprise We help clients understand what39s inside their own data environment by creating a persistent ID out of their data Our platform has helped clients realize that for example they don39t actually have 47 million people in their CRM file to target it39s really closer to 18 million when you take into account that they have the same person signed up three different ways We help clients create that essential single identity amp8230 and then understand more about each of themquotM1 which some press outlets have called Dentsu Aegis Network39s quotsecret saucequot serves as the connective tissue among many of its agencies including 360i Amnet Carat DentsuLux DentsuX iProspect and Vizeum Each of these agencies have different needs and usecases for the system quotIt is an open platform that our clients and client teams can use and experiment with And our very talented M1 team aims to be flexible and faster with our responses to aid in that transformationquot Spengler saysM1 not only has peoplebased data but importantly the ability to connect it to endpoints on a onetoone basis Buyers can activate their M1 peoplebased audiences directly with various media owners where data on who exactly was reached gets passed back This publisher addressable marketplace PAM includes partners such as Hulu Meredith Pandora and Verizon and is critical in activating against a peoplebased marketing visionEvery agency in the market is adopting and in certain cases investing significant sums of capital to be datadriven But it39s the peoplebased aspect the integration throughout the Dentsu Aegis Network the onetoone connectivity to the media and the ability to use the platform for everything from insights to execution to optimization that differentiates M1 from the pack It39s a key component of Dentsu Aegis Network39s ability to deliver on its aim to win keep and grow its client39s best customersAs Spengler says quotWe39ve had the benefit of integrating M1 over the past three years to learn and iterate At this point it is like the difference between someone new saying 39They bought the running shoes39 and someone saying 39They39re running marathons39 Everyone can say they bought the running shoes Let me know when you39ve run a 5K We run marathons every day herequotClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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M1's Tim Spengler on Powering Up People-Based Marketing

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