Data Science @ ShareThis
17
Data Science at ShareThis 1 Dr Yan Qu VP Data Science, ShareThis February 12, 2015
-
Upload
nanda-kishore -
Category
Technology
-
view
196 -
download
1
Transcript of Data Science @ ShareThis
Data Science at ShareThis
1
Dr Yan Qu
VP Data Science, ShareThis
February 12, 2015
Outline
• ShareThis business
• Data science initiatives at ShareThis
3
120 SOCIAL CHANNELS
95% OF ONLINE AUDIENCE
ShareThis Sharing Solutions
ShareThis is the largest sharing platform
reaching 211 million people over 120 social
channels on 2.8 MM sites. That’s 95% of the web!
2.8MM PUBLISHERS
YOUR AD
We power sharing on 2.8 MM websites and see over 1.4B social interactions per month like this:
AUDIENCE IDENTIFICATION DELIVERY
HOW SHARETHIS WORKS
4
Jessica reads an article
about budget bedroom
ideas & decides to share it
to her Facebook page
using the ShareThis widget!
This is Jessica! She’s busy chatting and
browsing the web…
ShareThis observes the share
and can then target Jessica
and her friends with
advertising messages tailored
to their interests
All social actions are then cataloged and segmented to build out
custom audience profiles based on social sharing behaviors.
YOU
R AD
ShareThis Enhanced Data Capabilities
5
ShareThis Social Data
Social
Actions
(Click,
Share,
Search)
Social Channel
Breakdown
Geograp
hy
Offline Data
Offline
Purchase
Data
Household
Income
Demographic
Information
Comprehensive Insights
Utilizing the ShareThis network of over 2.8 million sites, each page annotated with
keywords, categories and sentiments, advertisers can leverage ST proprietary
social & 3rd party demographic data to better understand consumers social
behaviors (share, click, search) and insights into their offline habits and
demographic profile (age, HHI, gender)
Social insights
Social insights
Social insights
ShareThis knowledge center
13%MOBILE
10
USER ONLINE LIFE IS FRAGMENTED
ACROSS DEVICESRelative Time Spent On Various Devices
Source: Google Study 2013
11
A MULTI-DEVICE SOLUTIONPERPETUATES FRAGMENTATION
SEGMENTING AUDIENCES BY DEVICE
DELIVERING DISJOINTED MESSAGES
NOT LEVERAGING OPTIMIZATION OPTIONS
VIA DEVICE OR VERTICAL
12
SHARETHIS’ TRUE CROSS DEVICE TARGETINGProvides Advertisers With A Unified View Of The User Leveraging Its Proven
Social Solutions And The New ShareThis Id
Analyzing over 1B social signals and
3rd party data, ShareThis developed
the ShareThis ID to provide
advertisers with a UNIFIED VIEW of
users across PC, tablet and mobile.
The ShareThis ID identifies your
audience segment on any device.
SOCIAL
INTEREST:
Sports, Auto
& Tech
PURCHASED
A 2010 Prius
MALE
18-35
LIVES
In San
Francisco
UNIFIED VIEW
13
Modeling and Prediction
USER-CENTRIC
Deliver Ads at the optimal
times
BETTERPERFORMANCE
Leverage optimization
opportunities
OPTIMAL TIME
Target Users Who Likely
Convert
DON’T WASTE IMP.
14
LIVE TEST ON INSURANCE CAMPAIGNTESTED FOR TWO MONTHS AND MEASURED THE PERFORMANCE BY DFA.
The CPA test for the Insurance campaign showed 58% improvement on eCPA and 57% on conversion rate (CVR).
57%
0
200000
400000
600000
800000
1000000
1200000
1400000
24
-Au
g
25
-Au
g
26
-Au
g
27
-Au
g
28
-Au
g
29
-Au
g
30
-Au
g
31
-Au
g
1-S
ep
2-S
ep
3-S
ep
4-S
ep
5-S
ep
6-S
ep
7-S
ep
8-S
ep
9-S
ep
10
-Se
p
11
-Se
p
12
-Se
p
13
-Se
p
14
-Se
p
15
-Se
p
16
-Se
p
17
-Se
p
18
-Se
p
19
-Se
p
20
-Se
p
21
-Se
p
22
-Se
p
23
-Se
p
24
-Se
p
25
-Se
p
26
-Se
p
27
-Se
p
28
-Se
p
15
iPhone & “Bendgate” Activity
Phone Category in the last 35 days was greatly impacted by the recent iPhone 6 release, and
the most social activity within this time period pertained to “Bendgate” on 9/25
25 MM SOCIAL ACTIONS
16 MM UNIQUE USERS
620K SOCIAL ACTIONS/DAY
Real Time Conversations on iPone (Last 30+ Days)
Announcement Speculation
iPhone 6s Announcement
iPhone 6 Release and product reviews
“Bendgate” activity
AD
16
SHARETHIS REAL-TIME ACTIVATION
:
:
:
:
iIphone 6 Review
I’m in the market for an new
Phone. . Any thoughts on the
iPhone 6?
Hurricane
EarthquakeZombie
Apocalypse
ARTICLE CONSUMPTION
ARTICLE SHARE
MESSAGE DELIVERY
