validate, surprise, challenge
Post on 12-Jul-2015
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2
A romp through the data fields:
using big data to inform media
strategy, planning and buying
2
Presented by:
Doug Conely I VP, product strategy & operations
@dougconely
@exponentialinc
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Big enough to be talking big data
1,255
873
800
702
495
482
481
361
300
244
Global monthly unique visitorsin millions
(2012 average, comScore)
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Regardless of which data set you useBut it’s all meaningless unless you turn it into action
DATA INFORMATION INSIGHT ACTION
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Aggregates over 2 billion user ‘events’Contextualizes into a taxonomy of 50,0000 attributes
One way to create information
Segments users based on shared attributes
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What a computer tells us
2,0001,500
1,000
700
500
400
300
200
150
150
1 1.5 2 3 4 5 7 10 15
% Network Reach
Co
nv
ers
ion
Lift
Ind
ex
(Ba
se =
10
0)
Luxury Car Brand Conversion: Lift vs Network Reach
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Man versus Machine
2,0001,500
1,000
700
500
400
300
200
150
150
1 1.5 2 3 4 5 7 10 15
% Network Reach
Co
nv
ers
ion
Lift
Ind
ex
(Ba
se =
10
0)
Luxury Car Brand Conversion: Lift vs Network Reach
VALIDATE
SURPRISE
CHALLENGE
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Pizza buyer personans
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CHALLENGE
Pizza for a
party
Online, not in
the kitchen
Refuelling after
a hard day
A treat for the
family
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From insight to action
Marketing strategy
Media buying & planning
Creative
AUDIENCE DISCOVERY ACTION
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We can buy what we learn
Luxury Car Brand Conversion: Lift vs Network Reach
2,0001,500
1,000
700
500
400
300
200
150
150
1 1.5 2 3 4 5 7 10 15
% Network Reach
Co
nv
ers
ion
Lift
Ind
ex
(Ba
se =
10
0)
20
x
x1
x2
x3
x4
x5
x6
0% 5% 10% 15% 20%
But it turns out… you can’t beat the model
Brand X Beer Drinker
Exponential Network Reach
Pro
pe
nsi
ty t
o v
isit B
ran
d X
MENSPORTS
ENTERTAINMENT
Brand Model Audience
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