#RampUp17: The Strategic Advantage of Identity-Based Personalization
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March 6 2017 The Strategic Advantage of Identity-Based Personalization David Fleck Chief Strategy Officer [email protected]
Transcript of #RampUp17: The Strategic Advantage of Identity-Based Personalization
March 6 2017
The Strategic Advantage of Identity-Based Personalization
David FleckChief Strategy [email protected]
2 Billion Users a Month
The Declared Data Fallacy
The Premium of Now
How much can you know?
When can you use it?
SOMETIME SOON NOW
Site visits with no or bad data on visitors.
Opportunity Area #1
Activating on audience identity data in real-time.
Opportunity Area #2
High Fidelity Data Sets Are Usually Inaccessible
Fidelity
Accessibility
Audience data can deliver personalized experiences in real-time, on the open web.
Hypothesis
Proving the Concept
THINK Marketing Pilot
CTR - does Disqus data improve CTR? Scale - does Disqus have sufficient scale?
Rich Signal at the Long Tail
Current events Bay Area newsTechnology analysis Car enthusiast sites
Ad agency news Marketing commentarySocial media trend analysis
Current events Bay Area newsTechnology analysis Car enthusiast sites
Apple fanboy communitiesDeveloper tools reviewsSwift programming forums
CMODeveloper Mass Media
Niche Communities
Results
●CTR - improved158%
●Scale – 50% match rate
Where We Are Going
Personalize the Open Web
