10 Things Big Data Tells Us About Digital Advertising
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Transcript of 10 Things Big Data Tells Us About Digital Advertising
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10 Things Big Data Tells Us About Digital Advertising
Stacy GriggsCEOEl Toro www.eltoro.com
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About Me•CEO of AdTech Company -
El Toro•Built and sold 3 tech
companies in the last 10 years.
•Last 3 Companies on Inc! 500.
•One of the largest private bourbon collections in KY (we love visitors).
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What is Big Data? Research conducted by CSC estimates a 4,300 percent increase in annual data generation by 2020.
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1. Not All Data is Created Equal•Measure everything, believe some of it.
•Web attribution is broken.
•Use data to get information.
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2. Lies, Damn Lies and Statistics•How do you measure performance?•What is a good CTR?•What is a good CVR?
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3. You Don’t Have to Be Big, to Generate Big Data
• Powerful SaaS tools available to even the smallest businesses.
• Companies like El Toro produce huge amounts of data.
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4. Google Analytics is Your Friend•But like any friend,
you need to invest in the relationship.▫Set Conversion
Goals▫Use UTM Codes▫Split Tests.
•You need to have other friends as well…
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5. Some Tools Are Better Than Others.A Few Tools That Are Designed for SMB’s
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6. You May Be Your Own Worst Enemy.• Naked Landers.• Poor CTA.• Bad Design.• A+B Testing of Ads.• Conversion Path
Testing.
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7. It’s Scary Out There!
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8.You’re Being Robbed!
•Almost 40% of impressions are fraudulent.
•Fraud is projected to cost brands up to $14 billion this year.
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9. Most Ads Don’t Work Very Well • About 50% of clicks on mobile
ads are accidental. (Source: GoldSpot Media)
• Only 8% of internet users account for 85% of clicks on display ads (and some of them aren't even humans!). (Source: comScore)
• You are more likely to survive a plane crash than click on a banner ad. (Source: Solve Media)
From Mike Volpe - Hubspot
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10. Even Search Isn’t Safe. •99% of clicks for
phrases you rank #1 in would of ended up on your site anyway. (eBay Study).
•30% Fraudulent, does not include arb.
Source - Adomerty
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Thank You