Using data to gain an unfair advantage in advertising
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Using data to gain an unfair advantage in advertising by John Larkin @jlarkin353
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A presentation I gave to the Data Driven Marketing Alliance 'Using data to gain an unfair advantage in advertising'. In the intro I make the comparison between poker & marketing. How the advent of content marketing has narrowed the knowledge gap in both fields meaning that those who use their data creatively are more likely to succeed. I then walkthrough the www.propelad.com product and show how we use ecommerce store data to create powerful Facebook adverts on demand.
Transcript of Using data to gain an unfair advantage in advertising
Using data to gain an unfair advantage in
advertising
by
John Larkin
@jlarkin353
About me
Background in Marketing & Advertising
Hi!
@jlarkin353
About me
Background in Marketing & Advertising
then I found poker..
@jlarkin353
Poker is luck?
@jlarkin353
Poker is luck?
No.
Poker is about DATA
Data is Knowledge and Knowledge leads to
Advantage.
@jlarkin353
Poker is luck?
No.
Poker is about DATA
Data is Knowledge and Knowledge leads to
Advantage.
Advantage makes
Money
@jlarkin353
Are you Smarter than your Competition?
Maybe…
@jlarkin353
Does it matter?
It means less and less
every week, month, year…
@jlarkin353
We are living in the Age of
Content
@jlarkin353
MOOCS
Information is everywhere. Expertise can be
learned.
Blogs
Conference
s
eBooks
Webinars
Emails
White
papers
Training
The good old days
@jlarkin353
Remember when you could buy a click
for 1c?
Unique
ClicksCPC
Reac
h
Frequen
cyCTRClicks
Not bad for €50!
Advertising Today
@jlarkin353
Facebook Organic reach is declining
Paid Reach is essential
Much more competitive..
Using data to gain an advantage is crucial
Most SMBs just ‘Boost’
@jlarkin353
@jlarkin353
@jlarkin353
@jlarkin353
@jlarkin353
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@jlarkin353
How do we use data?
Three main types of adverts:
Custom Audiences
Lookalike Audiences
Website Custom Audiences
@jlarkin353
Lookalikes - Lead Gen
@jlarkin353
Retargeting
@jlarkin353
Cross Selling
@jlarkin353
Feedback?
@jlarkin353
Thanks!
@jlarkin353
How can you use your data creatively to
gain a competitive advantage and get
better results?
