-+ SKP DMP is SK Planet’s Data Management Platform service designed to optimize your marketing performance +-

SKP DMP서비스소개

SKP DMP is SK Planet’s Data Management Platform service designed to provide key insights about customers

1. SKP DMP–서비스

-1-

Audience

SK서비스로부터비식별 ID수집(ADID/COOKIE )

Behavior

SK서비스로부터비식별유저의

행태데이터를수집

DMP

데이터가공을통해분석및광고타겟팅용도의세그먼트로

변환및저장Media

DSP 및셀프서브매체에광고타겟세그먼트를전달

Analysis

DMP 플랫폼을통해자사고객, 경쟁고객등분석

SKP DMP is SK Planet’s Data Management Platform service designed to provide key insights about customers

SK그룹사 94%의 DATA 커버리지확보

SK그룹사로부터 Data를 직접 제공받고 있는 유일한 DMP

SK그룹사로부터 DATA 확보

커머스,통신 등 SK ICT패밀리로부터 신뢰성 있는

안전한 Data를 직접 확보

SK서비스의고객&이용행태축적

오픈마켓,멤버십,포털,네비게이션,포인트 등

다양한 고객 접점의 서비스를 통한 고객의 행태 파악

1. SKP DMP –보유데이터

SK관계사 주요 Service

SK그룹 Coverage

-2-

SKP DMP is SK Planet’s Data Management Platform service designed to provide key insights about customers

2. SKP DMP 세그먼트–소개

0c7fe4de-2aef-45cd-9119-5226f8eb2af8

18cca4d8-a735-4ecb-be5e-a15463f4de26

1bc737d4-f737-489a-9d6c-59855b4c0ff91c962c32-cdba-4d1e-92e4-ee3c4375341a

349a8722-6689-4003-b946-5d94591d60aa

3526a5f9-7ad2-419d-8621-fffde998659a

39344b7b-d475-49cf-a0b4-20f05af2eacb3526a5f9-7ad2-419d-8621-fffde998659a

+

0c7fe4de-2aef-45cd-9119-5226f8eb2af8

1c962c32-cdba-4d1e-92e4-ee3c4375341a

=

18cca4d8-a735-4ecb-be5e-a15463f4de26

ADID/Cookie ID

-3-

SKP DMP is SK Planet’s Data Management Platform service designed to provide key insights about customers

2. SKP DMP 세그먼트–종류

1 2 3

-4-

SKP DMP is SK Planet’s Data Management Platform service designed to provide key insights about customers

2. SKP DMP 세그먼트–커스텀세그먼트

-5-

SKP DMP is SK Planet’s Data Management Platform service designed to provide key insights about customers

2. SKP DMP 세그먼트–차별점

vs

-6-

SKP DMP is SK Planet’s Data Management Platform service designed to provide key insights about customers

2. SKP DMP 세그먼트–모수확장기능

정답지세그먼트설정 SKP DMP 머신러닝 결과

-7-

SKP DMP is SK Planet’s Data Management Platform service designed to provide key insights about customers

3. SKP DMP 트레잇

1

2

4

3

트레잇 카테고리 예시

-8-

SKP DMP is SK Planet’s Data Management Platform service designed to provide key insights about customers

4. DMP의광고타겟팅활용–프로세스

-9-

SKP DMP is SK Planet’s Data Management Platform service designed to provide key insights about customers

5. SKP DMP–오디언스업로드기능(1st Party DMP)

자사와 SKP 비식별 고객을동일 ADID/COOKIE

기반으로 매칭하여 SKP DATA를 통해 자사고객의

인구 통계 / 행태 DATA 특성 파악

“제품구매, 조회, 검색, 앱설치자등”의 경쟁사

고객 가능성을가진 세그먼트조건 설계를통해

SKP DMP가가지고있는 고객사의경쟁,

잠재 고객을규정하고해당 집단의 특성 파악

SKP 비식별고객의

인구통계 DATA, 행태 DATA 등을

통해 일반 고객의특성 파악

∩

자사의웹/앱 서비스를통해 수집된비식별 ID 기반의

고객 행태 데이터

-10-

SKP DMP is SK Planet’s Data Management Platform service designed to provide key insights about customers

5. SKP DMP–애드트래커연동 (1st Party DMP)

SKP DMP

-11-

SKP DMP is SK Planet’s Data Management Platform service designed to provide key insights about customers

6. SKP DMP 오디언스분석–① Insight Report

-12-

SKP DMP is SK Planet’s Data Management Platform service designed to provide key insights about customers

6. SKP DMP 오디언스분석–① Insight Report

-13-

SKP DMP is SK Planet’s Data Management Platform service designed to provide key insights about customers

6. SKP DMP 오디언스분석–②오디언스분석Report

-14-

SKP DMP is SK Planet’s Data Management Platform service designed to provide key insights about customers

7. SKP DMP 솔루션서비스고객사

-15-

SKP DMP is SK Planet’s Data Management Platform service designed to provide key insights about customers

[ 참고 ] SKP DMP 표준세그먼트구성

-16-