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INTRO TO KERNS’
DATA PROCESS

DATA INTELLIGENCE

Capabilities
  1. Turnkey, best-in-class data and audience planning capabilities that enable us to manage AT&T’s end-to-end data ecosystem, from data sourcing, segmentation and identity management to activation and in-market optimization.
  2. A proven and globally recognized platform for data integration and enhancement (Omni) that allows for greater transparency, control and customization of data solutions—giving AT&T access to more than 247 million U.S. households and one billion device IDs.
  3. An open and transparent approach to data sourcing that is more transparent than that of other holding companies, and which provides a flexible and future-proof data platform that is engineered for a cookieless future.

A Global Leader in Data-Powered Customer Insights and Engagement

Leading-edge data capabilities serve as the foundation of OPMG’s position as one of the world’s leading precision marketing networks. Through a connected global team of more than 5,000 precision marketers in 40 markets, we provide Fortune 1000 companies with the depth and scale of data capabilities required to engage consumers in a modern mediascape.

Our marketing sciences team is composed of marketing analysts, data scientists, behavioral economists, statisticians and even futurists to provide the mix of contextual insight, primary research and marketing analytics necessary to inform data-driven strategy, power and optimize personally relevant experiences and measure meaningful outcomes — ensuring that our clients are always learning and optimizing channels and content. experience.

Omni: A Connected Solution for Audience Understanding and Activation

Omni’s IdentityGraph leverages a portfolio of identity solutions across authenticated, probabilistic and cohort-based approaches to support the collection, unification and activation of first-party data in a cookieless world. Our data fusion capability facilitates the onboarding, enrichment and extension of existing audience definitions and first-party data assets. It is designed to accommodate all levels of data sophistication and has the flexibility to adapt rapidly to shifting market dynamics.

The result is a purpose-built audience marketplace that applies vetted and verified second- and third-party partners and connects identities to live media inventories (through our InventoryGraph), enabling precision activation. Only Omnicom can offer this level of connectivity among segmentation, identity and media activation.

In addition to being a fully connected system, we leverage best-in-class identity solutions (LiveRamp, Neustar, Experian and others) as well as a range of consumerization and householding tools that are nascent within the prior identity providers. We also provide the ability to set bespoke rules and matching thresholds through a variety of CDP solutions.

Seamless Syndication of First-Party Data and Orchestration Across the Engagement Platforms

Our IdentityGraph is built on top of PII data elements (name, address, email, date of birth, phone) and linked to persistent digital identifiers across desktop, mobile, connected TV and digital OOH. The solution is built on our unique multi-partner approach, which includes leading identity authorities.

In the U.S., this includes Neustar, LiveRamp and Experian, resulting in 247 million individuals across 125 million households and linked to three billion emails, over a billion device IDs and 80 million addressable TV households. Globally, through Lotame, Tapad and Zeotap, we manage 2.6 billion+ cross-device IDs.

Our IdentityGraph is deeply integrated with leading third-party identity solutions to access the full breadth of their integrations. This is important because not all integrations are equal. A provider may have a strong cookie-based integration but a weak device ID integration, while a different provider may use PII variables such as name, address and email.

Integrating Data from Inside & Outside the AT&T Organization

The combination of AT&T’s first-party data with Omnicom’s robust third-party data and identity solutions provides a platform for rich customer insights and actionable segmentation across the marketing lifecycle, from acquisition through to retention and loyalty.

SEGMENTATION

Capabilities
  1. A multi-pronged and holistic approach that leverages the best of first- and second-party data, along with primary research, to create segmentations that are informative, comprehensive and actionable.
  2. Application of segment-level insights to drive business decision-making for better marketing performance and improved marketing ROI.
  3. Deep capabilities leveraging powerful segmentation-based insights to understand and identify customer needs at key moments in the journey.

Benefits of Our Holistic, Multi-Pronged Approach to Segmentation

Known Segmentation Model: Utilize machine-learning techniques to develop adaptable models. Methods are typically self-learning, such as gradient boosting and NN techniques, but we will forgo unsupervised methodologies if the trade-off for utilizing a supervised methodology is significant.

Anonymous Segmentation Model: Utilize Omni to build segmentation across 5,000+ attributes and map against the digitally addressable population. Rapid refreshes in data and segments / audiences built are directly targetable / able to be sized. The methodologies utilized here are predominantly unsupervised due to the incoming data streams updating rapidly with digital data.

Primary Research: Utilize a proprietary journey-based research methodology that inputs segmentation model results to build efficient surveys that add net new understanding which first- and third-party data do not provide. Methodologies here are typically more traditional supervised methods, as primary research refreshes are less frequent and require far more interpretation and categorization by the data scientist / quantitative researcher.

Known Segmentation Model: Utilize machine-learning techniques to develop adaptable models. Methods are typically self-learning, such as gradient boosting and NN techniques, but we will forgo unsupervised methodologies if the trade-off for utilizing a supervised methodology is significant.

Anonymous Segmentation Model: Utilize Omni to build segmentation across 5,000+ attributes and map against the digitally addressable population. Rapid refreshes in data and segments / audiences built are directly targetable / able to be sized. The methodologies utilized here are predominantly unsupervised due to the incoming data streams updating rapidly with digital data.

Primary Research: Utilize a proprietary journey-based research methodology that inputs segmentation model results to build efficient surveys that add net new understanding which first- and third-party data do not provide. Methodologies here are typically more traditional supervised methods, as primary research refreshes are less frequent and require far more interpretation and categorization by the data scientist / quantitative researcher.

Holistic Segmentation Turns Segments Into Powerful Insights

A holistic, 360-degree view of the customer helps to inform the marketing strategies that are tailored to your core customers at their moments of highest need and opportunity.

Whatever the stage in the relationship with AT&T by understanding and identifying customers’ needs we are able to surgically pinpoint moments, channels and messaging that make their journey more frictionless, relevant and valuable.

At the same time, our approach to journey management serves as the foundation for an iterative learning agenda that enables increasingly relevant and impactful experiences throughout the customer journey.

DESIGN & TECHNOLOGY

Capabilities
  1. Creative Design and Experience orchestration—from CX strategy, AI decisioning and creative that works, we create impact by intelligently selecting and delivering relevant content when it matters most.
  2. Advanced marketing automation and algorithmic decisioning tools that will enable 1:1 personalization of the AT&T customer experience at scale and speed.
  3. Proven strategies for increasing efficiencies, reducing cycle time and driving down costs across the full production lifecycle.

Using Insights to Architect Connected Customer Journeys

True customer centricity is achieved not just by mining all the data to chase transactions, but rather by taking a walk in the shoes of your customers in order to identify actions you can take today, tomorrow and the next day to make that journey better, more frictionless and more valuable.

To deliver on moments that matter across the customer lifecycle, we define a connected, seamless and meaningful customer journey, driving toward purchase, engagement, loyalty and irrational brand preference. Our methodology helps us understand the unrealized needs that contribute to apathy, pain or frustration in the purchase cycle and develop experiences that address them for a connected and frictionless journey.

Precision Activation Across the Full Customer Lifecycle

Creative Templates That Drive Response

Neuromarketing lies at the heart of the KERN creative philosophy. Our deep understanding of the decision making process, and importance of the subconscious brain, generates effective creative that drives response. Technology then allows us combine insights and data creating highly dynamic, hyper-personal creative at scale. This ability to personalize at scale is the key to efficiently creating effective, response driving messaging in near real time.

Impact and Scale for Less

We help clients cut production costs through comprehensive strategies for streamlining production cycles and reducing costs on pass-through materials. Clients also benefit from Omnicom’s position as one of the world’s largest buyers of media, postage and materials. Among the strategies we use to help reduce costs are:

Marketing Automation for Scaled Activation

Our marketing automation platform (adZU) can create the thousands of hyper-personalized creative variants that mass personalization requires across channels, on average helping reduce production costs by more than 40%.

adZU eliminates the need for manual production studio processes — inherently difficult to scale — by harnessing atomic design principles and automating the production process across channels. As a standalone tool or integrating with platforms like Salesforce and Adobe, it automatically generates, sizes and delivers content into channels in a fraction of the time taken by manual processes, with huge cost savings.

adZU is also the cornerstone of delivering content intelligence. Through AI tagging and deep-learning models, we are able to turn our content into data, mapping it to the audience and journey moment.

Helping AT&T Stay Ahead of the Technology Curve with Platform-Agnostic Expertise

We stay at the forefront of technology and digital platforms through deep, global partnerships with technology partners and data providers. Because we are platform-agnostic and certified as preferred partners on a range of platforms, we have the ability to guide our clients to the right technology solutions.

Our proprietary tools and platforms are designed to work with leading marketing clouds to provide additive functionality that is not available through off-the-shelf configurations, including capabilities for enhanced AI-driven decisioning, data and intelligence capabilities for better insights and content intelligence capabilities that allow clients to optimize content delivered into experiences.

This holistic approach allows us to work across a range of tools and platforms to seamlessly integrate with existing client platforms in order to maximize and extend your current investments. In addition, we regularly bring in our partners in culture, media and tech to talk with specific teams that might benefit from their insights and latest features.

We Enhance Client-Owned Data and Technology

We bring expertise in deploying best-in-class technology, analytics and data science platforms to facilitate customer segmentation and deep analytics / modeling, inclusive of full CDP integration. A core component of our approach is to support and enhance existing client investments in data and technology — not to rip and replace at the client’s expense.

As a result, we create data and analytics ecosystems that are modular, flexible and future-proof.