you can't beat the model
TRANSCRIPT
2Advertising Intelligence
Who am I?
Platform e-X combines world-class data and technology to help brands define, model and reach their audiences online.
Company
ADVERTISING INTELLIGENCE PLATFORM
DivisionsOur audience engagement divisions apply advertising intelligence to deliver high-impact, high-engagement campaigns across display, video and mobile to more than 450 million unique monthly users worldwide.
3Advertising Intelligence
Have you not heard of us?
1,255
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Global monthly unique visitors
(2012 average, comScore)(In millions)
www.exponential.com 4
Big data: Why you can't beat the model in online audience targeting
Doug ConelySenior Director, Global Data & Targeting
5Advertising Intelligence
Online data overshadows even the biggest events
6Advertising Intelligence
And there’s all sorts of it
DEMOGRAPHIC
SEARCH SOCIAL GRAPH
BEHAVIORAL
7Advertising Intelligence
Regardless of which data set you useBut it’s all meaningless unless you turn it into action
DATA INFORMATION
INSIGHT ACTION
8Advertising Intelligence
From data to information
Console & Handheld
Consumer ElectronicsTechnology
Hardware
Information Tech
Software
Camcorders
Cameras
Car Electronics
Home Comms
Mobile Comms
Video Games Computer
Nintendo DS
Nintendo Wii
Sony PS2
Sony PS3
Sony PSP
PS Vita
X Box 360
Audio, TV & Video
Platforms
http://www.techradar.com/reviews/gaming/games-consoles/xbox-360-703247/reviewhttp://www.pcmag.com/article2/0,2817,2365824,00.asphttp://reviews.cnet.co.uk/games-consoles/nintendo-wii-review-49285257/http://www.amazon.co.uk/Nintendo-Wii-Console-Includes-Sports/dp/B0007UATDGhttp://www.pocket-lint.com/review/4447/sony-ps3-slim-console-reviewhttp://www.play.com/Games/PlayStation3/4-/16440111/Sony-PlayStation-3-PS3-Slim-Console-With-320GB-HDD/Product.html
9Advertising Intelligence
Information to insight: what a computer tells us
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1 1.5 2 3 4 5 7 10 15% Network Reach
Convers
ion L
ift
Index (
Base
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Luxury Car Brand Conversion: Lift vs Network Reach
10Advertising Intelligence
We need humans to extract stories that:
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1 1.5 2 3 4 5 7 10 15% Network Reach
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ift
Index (
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Luxury Car Brand Conversion: Lift vs Network Reach
VALIDATE
SURPRISE
CHALLENGE
11Advertising Intelligence
For example:
VALIDATE SURPRISE CHALLENGE
Car customers reallydo have strong carin-market and car
interests
Hotel shoppers are interested in dining out, nightlife, music artists who are currently on
tour
DVD rental service enthusiasts are not
movie goers, but rather families and hardcore
gamers
12Advertising Intelligence
From insight to action
Marketing strategy
Media buying & planning
Creative
AUDIENCE DISCOVERY ACTION
13Advertising Intelligence
Insight to action: in digital we can buy what we learn
Luxury Car Brand Conversion: Lift vs Network Reach
2,0001,500
1,000
700
500400
300
200
150
150
1 1.5 2 3 4 5 7 10 15% Network Reach
Convers
ion L
ift
Index (
Base
= 1
00)
14Advertising Intelligence
But it turns out… you can’t beat the model
Brand X Beer Drinker
Exponential Network Reach
Pro
pensi
ty t
o v
isit
Bra
nd
X
