DDM & CMI

1) What is DDM

• The use of consumer data to improve all aspects of marketing

• Personal data that directly identifies an individual

• Direct Data Management

• Data Driven Marketing

What is PII Data?

• Personal Identifiable Information: Unique identifier of an individual stored in a DMP

• Personal Identifiable Information: Unique identifier of an individual stored in Consumer Profile store

• Personal Identifiable Information: e.g. name, post code, DOB

• Persona Identifiable Information: Unique identifier of an individual stored in ACS

What is 2^nd Party Data

• Data purchased from providers

• Data shared by Unilever through collaboration with retailers or other ecosystem

• Data that hasn’t been qualified to be used for segmenting

• Data Collected through Unilever platforms

How many types of data help create segments

• Emails, Cookies & Sign-Ups

• 1 party, 2^nd Party & 3^rd Party

• Facebook., Google & Ultra

• 2^nd Party, 3^rd Party & 4^th Party

What are the three core principles of Data Strategy

• Capture, Leverage & Analyze

• Deploy, Capture & Leverage

• Analyze, Capture & Leverage

• Capture, Analyze & Leverage

To ensure proper framework is in place one should consult

• Media Team

• PDC

• CMI

• Mindshare

• Digital Hub