Data-Driven Marketing Roadshow PropelAd - March 27, 2014
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Presentation by PropelAd VP of Marketing John Larkin. Data-Driven Marketing Road Show at DCU The Helix, Dublin, March 27 2014
Transcript of Data-Driven Marketing Roadshow PropelAd - March 27, 2014
Using data to gain an unfair advantage in advertising
by John Larkin
@jlarkin353
About me
Background in Marketing & Advertising
Hi!
@jlarkin353
About me
Background in Marketing & Advertising
then I found poker..
@jlarkin353
Poker is luck?
@jlarkin353
Poker is luck?
No.
Poker is about DATA
Data is Knowledge and Knowledge leads to Advantage.
@jlarkin353
Poker is luck?
No.
Poker is about DATA
Data is Knowledge and Knowledge leads to Advantage.
Advantage makes Money
@jlarkin353
Are you Smarter than your Competition?
Maybe…
@jlarkin353
Does it matter?
It means less and less every week, month, year…
@jlarkin353
We are living in the Age of Content
@jlarkin353
MOOCS
Information is everywhere. Expertise can be learned.
Blogs
Conferences
eBooksWebinars
Emails
White papers
Training
The good old days
@jlarkin353
Remember when you could buy a click for 1c?
Unique Clicks
CPCReach
Frequency
CTRClicks
Not bad for €50!
Advertising Today
@jlarkin353
Facebook Organic reach is declining
Paid Reach is essential
Much more competitive..
Using data to gain an advantage is crucial
Most SMBs just ‘Boost’
@jlarkin353
@jlarkin353
@jlarkin353
@jlarkin353
@jlarkin353
@jlarkin353
@jlarkin353
@jlarkin353
How do we use data?
Three main types of adverts:
Custom AudiencesLookalike Audiences
Website Custom Audiences
@jlarkin353
Lookalikes - Lead Gen
@jlarkin353
Retargeting
@jlarkin353
Cross Selling
@jlarkin353
Feedback?
@jlarkin353
Thanks!
@jlarkin353
How can you use your data creatively to gain a competitive
advantage and get better results?
