Personalisation, Profiles And Policy
53
CIARÁN NORRIS D I R E C T O R EMERGING MEDIA PERSONALISATION, PROFILES & POLICY
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Since 2009, Google has personalised all search results, with social signals playing an increasingly important role. Demand Side Platforms (DSPs), plugged into audience science tools, mean that display ads can now be targeted at individual impressions, based on a predicted user profile. And since earlier this year, the use of cookies has been regulated by the EU. How are these three things connected? What do they mean for marketers? And is any of this a good thing? This presentation aims to find out.
Transcript of Personalisation, Profiles And Policy
C I A R Á N N O R R I S
D I R E C T O R
E M E R G I N G M E D I A
PERSONALISATION,
PROFILES & POLICY
67 countries
6,000 people
100s clients
£millions of spend
Here’s
one I did
earlier
Except, I
didn’t
I’ve Been Here Before…
A Vision (From 2007) Preferences
Recommendations
USER PROFILE
LOCATION TIME
KEYWORD SEARCH
GPS Tagging
GPS Positioning
Voice Recognition
4D SEARCH
Social
recommendations
A Vision (From 2007) Preferences
Recommendations
USER PROFILE
LOCATION TIME
KEYWORD SEARCH
GPS Positioning
Voice Recognition
4D SEARCH
It’s Not Just SoLoMo
It’s Not Just SoLoMo
And It’s Not Just Google
Stuff
Thinks I’ll
Like
Stuff
Thinks I’ll
Like
The Rest Of The
Noise
So, This Is All Great.
Right?
And Facebook Likes Also Drive Brand
And +1 Can Reduce CPC
But!
Image by Pete Birkinshaw on flickr
Image by Pete Birkinshawon flickr Image by Zero Emission Resource Organisation on flickr
The Present Bias
The Present Bias
Designed by Dr.-Ing. Joachim Feldmann
Who Do You Think
Won The Twitter
Election?
We Need New Ways Of
Categorising
And +1 Can Reduce CPC
And We Can Sell Like
This
1. Collect confirmed data 2. Prediction modelling 3. Segmentation
~ 5,000,000 profiles
Statistical models are built to
predict “true male” across all 600
attributes
Segmentation for balance of
reach and precision
Segment Bookings Media Spend Revenue CPM Cost Per
Booking
Average
Booking
Value
Prospecting 52 $13,408 $28,261 $1.37 $260 $548
Prospecting –
3rd
Party Data 64 $9,898 $48,082 $3.88 $154 $747
Total 116 $23,306 $76,343 $1.89 $201 $658
Source: Google
And It Doesn’t End
There
YouTube Trueview
Promoted Tweets
Promoted Tweets
Promoted Tweets
So, All Good?
scubadive67 on flickr
Introduction
Rock Cohen on flickr
Zimpenfish on flickr
Cameron Perkins on flickr
Kathryn Rotondo on flickr
Conclusions
Want To Rank? Get Social
Get Noticed? Social Context
Save Money? Go DSP
Cookies?…
http://www.indra.com/8ball/front.html
Kathryn Rotondo on flickr
