Data Driven Marketing: SMX London Presentation

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CIARÁN NORRIS MINDSHARE DATA DRIVEN MARKETING

description

How has marketing changed with the increased use of data? A quick look at the rise of data driven marketing, from DSPs to a potential Facebook ad-network

Transcript of Data Driven Marketing: SMX London Presentation

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CIARÁN NORRISMINDSHARE

DATA DRIVEN MARKETING

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Placement by ContextPlacement by InterestPlacement by Profile

Placement by AudienceSocial Placement

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ON AVERAGE WE PASS

PIECES OFPERSONAL INFO

INTO DATABASES EVERY WEEK

3,254

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Media 1.0: Placement by Context

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I WANT TO TARGET CAR

LOVERS, WHERE

SHALL I PUT MY ADS?

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I’M A BLOODY GENIUS!

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Media 2.0: Placement by Interest

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I WANT TO TARGET CAR

LOVERS, WHERE

SHALL I PUT MY ADS?

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EVERYONE LOVE

FACEBOOK, I’LL PUT THEM

ON THERE

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THIS IS NEATO, I CAN TOTALLY

TARGET PEOPLE WHO ARE

INTERESTED IN CARS

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WHAT A GUY!

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Media 2.5: Placement by Profile

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I WANT TO TARGET CAR

LOVERS, WHERE

SHALL I PUT MY ADS?

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IT’S BOSS THAT I CAN

TARGET PEOPLE…

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HMMM, BUT NOT EVERYONE ON

FACEBOOK EXPRESSES INTERESTS, I

MIGHT BE MISSING PEOPLE

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I AM ON FIRE!

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IF ONLY I COULD DO THE SAME

OFF OF FACEBOOK

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MAN, THOSE GOOGLE

GUYS HAVE SOME WICKED

GRAPHICS

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Media 3.0: Placement by Audience

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I WANT TO TARGET CAR

LOVERS, WHERE

SHALL I PUT MY ADS?

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IF I COOKIE PEOPLE, I CAN BUILD A REAL

UNDERSTANDING OF THEIR INTERESTS

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Surf Behaviour

Clicks

GoogleKeywords

Surf Behaviour on Client‘s Site

Loyalty Card Buying

Behaviour

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I’LL BE ABLE TO MAKE A CHOICE OF TARGETING

OR REACH

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IT WILL ALLOW ME TO

OPTIMISE FOR LOTS OF

VARIABLES

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Bespoke audience segments

Behavioural(site, section, time)

Ad interaction / clickers

Retargeting(client site data)

Exclude existing customers

Audience Profiler

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AND IT’D BE GREAT TO BUY AND TARGET IN

REAL-TIME

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Exchange

Sites place an exchange tag on their pages with

available inventory

1User types in a

URL and browser renders webpage

2

Exchange federates bid request to all bidders for an

auction

3

Bidder Bidder Bidder Bidder

BidderBidderBidder

Bidders evaluate request (hold auction among their advertisers) and send bid

responses to the exchange, including bid price and

creative

4Exchange

evaluates all bid responses and selects winning

bid

5

Winning bidder’s creative is served to the user. Bidder

pays .01 more than 2nd place

6

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SO I’LL GET THE RIGHT PERSON, AT THE RIGHT

TIME, FOR THE RIGHT PRICE

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THIS STUFF IS LIKE MINORITY

REPORT!

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Media 4.0: Social Placement

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I WANT TO TARGET CAR

LOVERS, WHERE SHALL I PUT MY ADS?

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WOULDN’T IT BE GREAT IF I

COULD LEVERAGE THE SOCIAL GRAPH?

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SO ADS WOULD BE TARGETED

AT PEOPLE BASED ON

THEIR FRIENDS’ ACTIONS

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THANK YOU

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[email protected]

@ciaranj