Dan Richardson - Using transactional datasets with partners - FutureData 2017
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Transcript of Dan Richardson - Using transactional datasets with partners - FutureData 2017
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unique monthly engagers11 MILLION
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Over 1M unique people searching every month on Yahoo7
DAILY DATA SIGNALSBILLION
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55,000 APPS29M DEVICES+
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Device location and app usage signals from over
in Australia with mobile data powered by
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ACTuality
Chook cam
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2M MONTHLYOnline purchase receipts from over
logged on Yahoo email users
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TOKYO
VIDEO
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fashion
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RESULTS
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+327% uplift in BRAND
CONSIDERATION vs control group
-80%Reduction in COST-PER
ACQUISITION vs ‘dating intenders’
-70%Reduction in COST-PER
ACQUISITION vs ‘generic auto
insurance customers’
+300%Uplift in STORE
LOCATOR USAGE
1. Trade with the right ‘data currency’ – work with partners that have proprietary and registered 1st party user data.
2. Dreamers vs doers – focus on ‘doers’ based on purchase behaviour and offline sales measurement ( where feasible)
3. Find the outlier – less obvious audiences may deliver growth
