Data Driven Marketing

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    17-Dec-2014
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A look at how the web, and the data it captures, are changing marketing

Transcript of Data Driven Marketing

  • 1. DATADRIVEN MARKETING
    CIARN NORRIS
    MINDSHARE

2. Placement by Context
Placement by Interest
Placement by Profile
Placement by Audience
Social Placement
3. ON AVERAGE WE PASS
PIECES OFPERSONAL INFO INTO DATABASES EVERY WEEK
3,254
4. 5. Media 1.0: Placement by Context
6. I WANT TO TARGET CAR LOVERS, WHERE SHALL I PUT MY ADS?
7. IM A BLOODY GENIUS!
8. Media 2.0: Placement by Interest
9. I WANT TO TARGET CAR LOVERS, WHERE SHALL I PUT MY ADS?
10. EVERYONE LOVE FACEBOOK, ILL PUT THEM ON THERE
11. THIS IS NEATO, I CAN TOTALLY TARGET PEOPLE WHO ARE INTERESTED IN CARS
12. 13. WHAT A GUY!
14. Media 2.5: Placement by Profile
15. I WANT TO TARGET CAR LOVERS, WHERE SHALL I PUT MY ADS?
16. ITS BOSS THAT I CAN TARGET PEOPLE
17. HMMM, BUT NOT EVERYONE ON FACEBOOK EXPRESSES INTERESTS, I MIGHT BE MISSING PEOPLE
18. 19. 20. I AM ON FIRE!
21. IF ONLY I COULD DO THE SAME OFF OF FACEBOOK
22. 23. MAN, THOSE GOOGLE GUYS HAVE SOME WICKED GRAPHICS
24. Media 3.0: Placement by Audience
25. I WANT TO TARGET CAR LOVERS, WHERE SHALL I PUT MY ADS?
26. IF I COOKIE PEOPLE, I CAN BUILD A REAL UNDERSTANDING OF THEIR INTERESTS
27. Surf Behaviour
Clicks
GoogleKeywords
Surf Behaviour on Clients Site
Loyalty Card Buying Behaviour
28. ILL BE ABLE TO MAKE A CHOICE OF TARGETING OR REACH
29. 30. IT WILL ALLOW ME TO OPTIMISE FOR LOTS OF VARIABLES
31. Bespoke audience segments
Behavioural
(site, section, time)
Audience Profiler
Ad interaction / clickers
Retargeting
(client site data)
Exclude existing customers
32. AND ITD BE GREAT TO BUY AND TARGET IN REAL-TIME
33. Bidders evaluate request (hold auction among their advertisers) and send bid responses to the exchange, including bid price andcreative
Sites place an exchange tag on their pages with available inventory
Exchange evaluates all bid responses and selects winning bid
Winning bidders creative is served to the user. Bidder pays .01 more than 2nd place
5
Exchange federates bid requestto all bidders for an auction
6
4
3
1
Exchange
User types in a URL and browser renders webpage
2
Bidder
Bidder
Bidder
Bidder
Bidder
Bidder
Bidder
34. SO ILL GET THE RIGHT PERSON, AT THE RIGHT TIME, FOR THE RIGHT PRICE
35. 36. THIS STUFF IS LIKE MINORITY REPORT!
37. Media 4.0: Social Placement
38. I WANT TO TARGET CAR LOVERS, WHERE SHALL I PUT MY ADS?
39. WOULDNT IT BE GREAT IF I COULD LEVERAGE THE SOCIAL GRAPH?
40. SO ADS WOULD BE TARGETED AT PEOPLE BASED ON THEIR FRIENDS ACTIONS
41. 42. 43. 44. THANK YOU
45. ciaran.norris@mindshareworld.com
m-insights.blogspot.com
@ciaranj