The Future of Technology in Marketing Unlock the power of smart marketing. © 2002. DoubleClick Inc. All Rights Reserved. Dwight Merriman CTO DoubleClick.

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Presentation transcript:

The Future of Technology in Marketing Unlock the power of smart marketing. © DoubleClick Inc. All Rights Reserved. Dwight Merriman CTO DoubleClick

DoubleClick’s Mission Marketing Challenges:  Accountability / ROI  Audience fragmentation  Data explosion  Complexity Create Need for:  Measurability / Analytics  Multi-channel capability  Data management  Better Tools We Make Marketing Work Better

Current Solutions in Focus Multi-channel Measurable ROI Solving for complexity Growth Platform Online Direct Mail  B2C Alliance  B2B Alliance  Channel View  DartMail  Unity Mail  DFP  DART Enterprise  DFA  MediaVisor  Site Directory.  Int’l. Media Interests Marketing Analytics  Site Advance

Web Advertising Retail Store / Physical Location Direct Mail Telephone TV advertising Print advertising … Call Center Web Site Marketing Channels

Web Advertising Retail Store / Physical Location Direct Mail Telephone TV advertising Print advertising … Call Center Web Site Measurability

Marketing Technologies Call Center Software Sales Force Automation Marketing Automation / Campaign Management Analytics Reporting / BI Modeling Deployment Technology Web Ad Serving Software Outbound Technology Media Planning Inbound Live Chat

and the Web will be Incredibly Important Ways to Talk to Customers, Especially for B2C Companies Cost In Person Sales Call Phone Call Direct Mail / Web Interaction $200 $5 $0.50 $0.02

Ad Serving & Management Technology Up to 2 Billion Ads Served Per Day 250 Terabytes of storage 20 Data Centers 400 Gigabytes of log files processed per day

Ad Serving & Management Technology Key Components 1.High Speed Rules Engine and Scheduler for Ad Targeting and Selection 2.Efficient Data Processing / ETL Infrastructure 3.Inventory Management

Q&A