EXPLOITING THE POTENTIAL OF

BIG DATAMICHAEL WOLF ★ ANIL DASH

Thursday, July 10, 14

AGENDA

WHAT DO THESE GUYS KNOW?

THE PROMISE

BIG DATA CHALLENGE

CHANGING THE GAME

NEXT

Thursday, July 10, 14

WHAT DO THESE GUYS KNOW?

THE PROMISE

BIG DATA CHALLENGE

CHANGING THE GAME

NEXT

AGENDA

Thursday, July 10, 14

BIG JARGON

Thursday, July 10, 14

CAPTURE DATA,LOCK IT AWAY,THEN TORTURE IT TO MAKE IT TELL YOU ITS SECRETS.

Thursday, July 10, 14

Thursday, July 10, 14

★ BETTER PRODUCTS★ BETTER PRICING★ BETTER PREDICTION★ BETTER CONTENT★ BETTER ENGAGEMENT★ BETTER ADVERTISING EFFECTIVENESS ★ BETTER ADVERTISING EFFICIENCY

THE PROMISE

Thursday, July 10, 14

Thursday, July 10, 14

HOWEVER, THE TRUE PROMISE OF BIG DATA STARTS WITH THE USER.

OK.OK.YAY!

Thursday, July 10, 14

WHAT DO THESE GUYS KNOW?

THE PROMISE

BIG DATA CHALLENGE

CHANGING THE GAME

NEXT

AGENDA

Thursday, July 10, 14

THE TOOLS

ANALYTICS DASHBOARDS

Thursday, July 10, 14

REAL-TIME ANALYTICS ARE NOT THE FULL SOLUTION

Thursday, July 10, 14

TODAY, PUBLISHERS AND ADVERTISERS ARE FIGHTING OVER THE SAME PIXELS

Thursday, July 10, 14

PUBLISHERS SHOULD HAVE A GREAT DEAL OF INFORMATION ABOUT THEIR USERS—BUT DON’T TODAY.

ADVERTISERSINCREASINGLY DO HAVE MORE MORE AND BETTER INFORMATION.

VS

Thursday, July 10, 14

PUBLISHERS

KNOW WHO YOU ARE AND WHAT YOU DO AND WHAT YOU LIKE

ADVERTISERS

KNOW WHERE YOU GO AND WHERE YOU’VE BEEN

Thursday, July 10, 14

PUBLISHERS HAVE PEANUT BUTTER.

AND THEY NEED EACH OTHER!ADVERTISERS HAVE CHOCOLATE.

Thursday, July 10, 14

THEY NEED TO CONNECT THEIR DATA...

Thursday, July 10, 14

WHAT DO THESE GUYS KNOW?

THE PROMISE

BIG DATA CHALLENGE

CHANGING THE GAME

NEXT

AGENDA

Thursday, July 10, 14

HOW DO WE MAKE THE CONNECTION TO CREATE BETTER USER AND ADVERTISING EXPERIENCES?

Thursday, July 10, 14

LITTLE DATA

(1) Data from the actions and activities that users take as part of a media experience.

(2) Data that enables publishers to create a better experience for the user.

(3) Data that users explicitly share.

Thursday, July 10, 14

LITTLE DATA YIELDS NATIVE METRICS

★ DO YOU WATCH VIDEO?★ ARE YOU REGISTERED?

★ WHAT DO YOU FAVORITE?

★ DO YOU TIME-SHIFT FOR LATE READING?

★ DO YOU SCROLL BELOW THE FOLD?

★ WHAT DO YOU “LIKE”? ★ ARE YOU LIKELY TO TWEET CONTENT?

★ DO YOU LISTEN TO PODCASTS?★ DO YOU EMAIL ARTICLES?

★ DO YOU BOOKMARK AND SAVE?★ DO YOU HOVER OVER LINKS WITH YOUR MOUSE?

★ DO YOU USE A SCROLLWHEEL?

★ DO YOU VIEW IN LARGE TYPE?

★ ARE YOU A SLIDESHOW FAN?

★ DO YOU PREFER SHORT OR LONG-FORM ITEMS?

Thursday, July 10, 14

WELCOME TO THE ERA OF “LITTLE DATA”

Hi!

Thursday, July 10, 14

COLLECT AT WEB SCALE.

UNDERSTAND AT HUMAN SCALE.

Thursday, July 10, 14

★ BUSIEST TIMES AND DAYS★ POPULAR SLIDESHOWS★ TWITTER MENTIONS★ TOTAL AD IMPRESSIONS★ NUMBER OF UNITS SOLD★ USER LOCATIONS★ CONVERSION FUNNELS★ ACTIVE KEYWORDS★ REPULSION RATE★ INCOMING SEARCH TERMS

BIG

Thursday, July 10, 14

LITTLE DATA CAN CAPTURE ACTIONS NOT VISIBLE TO TRADITIONAL ANALYTICSHOW SHARED MILLENIALS GEN X BOOMERS

EMAILED

POSTED LINK

TORE OUT

PRINTED

74%66%66%

39%34% 32%

16%6% 20%

MENTIONED TO SOMEONE ELSE

19%35% 9%

10%5% 11%

Thursday, July 10, 14

Thursday, July 10, 14

Thursday, July 10, 14

Thursday, July 10, 14

LITTLE DATA IS YOUR FRIEND. BIG DATA IS CREEPY.FOR THE USER,

Thursday, July 10, 14

WHAT DO THESE GUYS KNOW?

THE PROMISE

BIG DATA CHALLENGE

CHANGING THE GAME

NEXT

AGENDA

Thursday, July 10, 14

WHAT HAPPENS WHEN YOU BRING TOGETHER LITTLE DATA AND BIG DATA?

Thursday, July 10, 14

BIG DATA + LITTLE DATA = NATIVE ADS THAT WORK

★ IN-STREAM ADS★ SPONSORED CONTENT MODULES★ SHARING INCENTIVES★ REWARDS PROGRAMS★ SOCIAL PARTNERSHIPS★ GAME STATS★ CUSTOMIZED PRE-ROLL★ CUSTOMIZED PODCASTS★ PROMOTED CONTENT★ PREFERENCE-DRIVEN ADS★ CROSS-PLATFORM AD UNITS★ INSTANT REPLAYS OF MAJOR EVENTS★ DISCOUNT PROGRAMS

Thursday, July 10, 14

COLLECT DATA AT EVERY INTERACTION

DETERMINEVALUABLE DATA

USE DATA TO CREATE NEW USER EXPERIENCES

DESIGN USER EXPERIENCES THAT CAPTURE MORE DATA

Thursday, July 10, 14

THINK LITTLE,NOT JUST BIG.

Thursday, July 10, 14

THANK YOU!MICHAEL@ACTIVATE.COMANIL@ACTIVATE.COM

Thursday, July 10, 14