Going Deeper on Data Jeremy Hlavacek - @jhlava VP, Global Automated Monetization November 15th, 2016 Digiday Programmatic Summit

We have all heard about the importance of ‘data’.

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But fundamentally, why is data valuable? Until we answer that question, we can’t take the right actions.

The Hype Around Data Can Be Confusing…

…But WHY is Data Valuable?

Improve likelihood of making good decisions

Increase measurement of decisions…in order to improve accuracy and precision for next time

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Risk Management: A Framework for Applying Data to Decisions

Data is used to increase

likelihood of good decision.

Bad options are removed

Uncertainty creates risk.

Risk is costly.

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Uncertainty of the decision

is reduced.

Less chance of a making a ‘bad’ decision.

Data reduces uncertainty

and risk.

Therefore, data reduces cost.

A decision needs to be

made.

Uncertain which option is best

Reduced cost means more

efficiency and value.

Data adds value.

Real Life, Non-Media Example: Commuting in New York

Objective: Choose the best way to get from Queens to Manhattan on a Monday morning for a job interview

3 options:

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Subway Cost: $2.75 – each way Expected time: 53 Min – 19 stops

Railroad Cost: $10.00 – each way Expected time: 43 min – 3 stops

Drive Cost: $5.50 – round trip EzPass Expected time: 30 – 60 min.

What is the least risky? What has highest ROI? What is the best option?

Making a bad decision can be costly Data can help reduce the odds of a bad decision That makes data valuable

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