Data Driven Marketing
45
CIARÁN NORRIS MINDSHARE DATA DRIVEN MARKETING
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A look at how the web, and the data it captures, are changing marketing
Transcript of Data Driven Marketing
CIARÁN NORRISMINDSHARE
DATA DRIVEN MARKETING
Placement by ContextPlacement by InterestPlacement by Profile
Placement by AudienceSocial Placement
ON AVERAGE WE PASS
PIECES OFPERSONAL INFO
INTO DATABASES EVERY WEEK
3,254
Media 1.0: Placement by Context
I WANT TO TARGET CAR
LOVERS, WHERE
SHALL I PUT MY ADS?
I’M A BLOODY GENIUS!
Media 2.0: Placement by Interest
I WANT TO TARGET CAR
LOVERS, WHERE
SHALL I PUT MY ADS?
EVERYONE LOVE
FACEBOOK, I’LL PUT THEM
ON THERE
THIS IS NEATO, I CAN TOTALLY
TARGET PEOPLE WHO ARE
INTERESTED IN CARS
WHAT A GUY!
Media 2.5: Placement by Profile
I WANT TO TARGET CAR
LOVERS, WHERE
SHALL I PUT MY ADS?
IT’S BOSS THAT I CAN
TARGET PEOPLE…
HMMM, BUT NOT EVERYONE ON
FACEBOOK EXPRESSES INTERESTS, I
MIGHT BE MISSING PEOPLE
I AM ON FIRE!
IF ONLY I COULD DO THE SAME
OFF OF FACEBOOK
MAN, THOSE GOOGLE
GUYS HAVE SOME WICKED
GRAPHICS
Media 3.0: Placement by Audience
I WANT TO TARGET CAR
LOVERS, WHERE
SHALL I PUT MY ADS?
IF I COOKIE PEOPLE, I CAN BUILD A REAL
UNDERSTANDING OF THEIR INTERESTS
Surf Behaviour
Clicks
GoogleKeywords
Surf Behaviour on Client‘s Site
Loyalty Card Buying
Behaviour
I’LL BE ABLE TO MAKE A CHOICE OF TARGETING
OR REACH
IT WILL ALLOW ME TO
OPTIMISE FOR LOTS OF
VARIABLES
Bespoke audience segments
Behavioural(site, section, time)
Ad interaction / clickers
Retargeting(client site data)
Exclude existing customers
Audience Profiler
AND IT’D BE GREAT TO BUY AND TARGET IN
REAL-TIME
Exchange
Sites place an exchange tag on their pages with
available inventory
1User types in a
URL and browser renders webpage
2
Exchange federates bid request to all bidders for an
auction
3
Bidder Bidder Bidder Bidder
BidderBidderBidder
Bidders evaluate request (hold auction among their advertisers) and send bid
responses to the exchange, including bid price and
creative
4Exchange
evaluates all bid responses and selects winning
bid
5
Winning bidder’s creative is served to the user. Bidder
pays .01 more than 2nd place
6
SO I’LL GET THE RIGHT PERSON, AT THE RIGHT
TIME, FOR THE RIGHT PRICE
THIS STUFF IS LIKE MINORITY
REPORT!
Media 4.0: Social Placement
I WANT TO TARGET CAR
LOVERS, WHERE SHALL I PUT MY ADS?
WOULDN’T IT BE GREAT IF I
COULD LEVERAGE THE SOCIAL GRAPH?
SO ADS WOULD BE TARGETED
AT PEOPLE BASED ON
THEIR FRIENDS’ ACTIONS
THANK YOU
