Exploiting The Potential Of Big Data

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How are companies creating value from big data? They're developing a meaningful understanding of the users they're working to connect with through data from publishers and advertisers, and not just in real time.

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Exploiting The Potential Of Big Data

  1. 1. EXPLOITING THE POTENTIAL OF BIG DATAMICHAEL WOLF ★ ANIL DASH Thursday, July 10, 14
  2. 2. AGENDA WHAT DO THESE GUYS KNOW? THE PROMISE BIG DATA CHALLENGE CHANGING THE GAME NEXT Thursday, July 10, 14
  3. 3. WHAT DO THESE GUYS KNOW? THE PROMISE BIG DATA CHALLENGE CHANGING THE GAME NEXT AGENDA Thursday, July 10, 14
  4. 4. BIG JARGON Thursday, July 10, 14
  5. 5. CAPTURE DATA, LOCK IT AWAY, THEN TORTURE IT TO MAKE IT TELL YOU ITS SECRETS. Thursday, July 10, 14
  6. 6. Thursday, July 10, 14
  7. 7. ★ BETTER PRODUCTS ★ BETTER PRICING ★ BETTER PREDICTION ★ BETTER CONTENT ★ BETTER ENGAGEMENT ★ BETTER ADVERTISING EFFECTIVENESS ★ BETTER ADVERTISING EFFICIENCY THE PROMISE Thursday, July 10, 14
  8. 8. Thursday, July 10, 14
  9. 9. HOWEVER, THE TRUE PROMISE OF BIG DATA STARTS WITH THE USER. OK.OK.YAY! Thursday, July 10, 14
  10. 10. WHAT DO THESE GUYS KNOW? THE PROMISE BIG DATA CHALLENGE CHANGING THE GAME NEXT AGENDA Thursday, July 10, 14
  11. 11. THE TOOLS ANALYTICS DASHBOARDS Thursday, July 10, 14
  12. 12. REAL-TIME ANALYTICS ARE NOT THE FULL SOLUTION Thursday, July 10, 14
  13. 13. TODAY, PUBLISHERS AND ADVERTISERS ARE FIGHTING OVER THE SAME PIXELS Thursday, July 10, 14
  14. 14. PUBLISHERS SHOULD HAVE A GREAT DEAL OF INFORMATION ABOUT THEIR USERS— BUT DON’T TODAY. ADVERTISERS INCREASINGLY DO HAVE MORE MORE AND BETTER INFORMATION. VS Thursday, July 10, 14
  15. 15. PUBLISHERS KNOW WHO YOU ARE AND WHAT YOU DO AND WHAT YOU LIKE ADVERTISERS KNOW WHERE YOU GO AND WHERE YOU’VE BEEN Thursday, July 10, 14
  16. 16. PUBLISHERS HAVE PEANUT BUTTER. AND THEY NEED EACH OTHER! ADVERTISERS HAVE CHOCOLATE. Thursday, July 10, 14
  17. 17. THEY NEED TO CONNECT THEIR DATA... Thursday, July 10, 14
  18. 18. WHAT DO THESE GUYS KNOW? THE PROMISE BIG DATA CHALLENGE CHANGING THE GAME NEXT AGENDA Thursday, July 10, 14
  19. 19. HOW DO WE MAKE THE CONNECTION TO CREATE BETTER USER AND ADVERTISING EXPERIENCES ?Thursday, July 10, 14
  20. 20. LITTLE DATA (1) Data from the actions and activities that users take as part of a media experience. (2) Data that enables publishers to create a better experience for the user. (3) Data that users explicitly share. Thursday, July 10, 14
  21. 21. LITTLE DATA YIELDS NATIVE METRICS ★ DO YOU WATCH VIDEO? ★ ARE YOU REGISTERED? ★ WHAT DO YOU FAVORITE? ★ DO YOU TIME-SHIFT FOR LATE READING? ★ DO YOU SCROLL BELOW THE FOLD? ★ WHAT DO YOU “LIKE”? ★ ARE YOU LIKELY TO TWEET CONTENT? ★ DO YOU LISTEN TO PODCASTS? ★ DO YOU EMAIL ARTICLES? ★ DO YOU BOOKMARK AND SAVE? ★ DO YOU HOVER OVER LINKS WITH YOUR MOUSE? ★ DO YOU USE A SCROLLWHEEL? ★ DO YOU VIEW IN LARGE TYPE? ★ ARE YOU A SLIDESHOW FAN? ★ DO YOU PREFER SHORT OR LONG-FORM ITEMS? Thursday, July 10, 14
  22. 22. WELCOME TO THE ERA OF “LITTLE DATA” Hi! Thursday, July 10, 14
  23. 23. COLLECT AT WEB SCALE. UNDERSTAND AT HUMAN SCALE. Thursday, July 10, 14
  24. 24. ★ BUSIEST TIMES AND DAYS ★ POPULAR SLIDESHOWS ★ TWITTER MENTIONS ★ TOTAL AD IMPRESSIONS ★ NUMBER OF UNITS SOLD ★ USER LOCATIONS ★ CONVERSION FUNNELS ★ ACTIVE KEYWORDS ★ REPULSION RATE ★ INCOMING SEARCH TERMS BIG Thursday, July 10, 14
  25. 25. LITTLE DATA CAN CAPTURE ACTIONS NOT VISIBLE TO TRADITIONAL ANALYTICS HOW SHARED MILLENIALS GEN X BOOMERS EMAILED POSTED LINK TORE OUT PRINTED 74%66%66% 39%34% 32% 16%6% 20% MENTIONED TO SOMEONE ELSE 19%35% 9% 10%5% 11% Thursday, July 10, 14
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  29. 29. LITTLE DATA IS YOUR FRIEND. BIG DATA IS CREEPY. FOR THE USER, Thursday, July 10, 14
  30. 30. WHAT DO THESE GUYS KNOW? THE PROMISE BIG DATA CHALLENGE CHANGING THE GAME NEXT AGENDA Thursday, July 10, 14
  31. 31. WHAT HAPPENS WHEN YOU BRING TOGETHER LITTLE DATA AND BIG DATA? Thursday, July 10, 14
  32. 32. BIG DATA + LITTLE DATA = NATIVE ADS THAT WORK ★ IN-STREAM ADS ★ SPONSORED CONTENT MODULES ★ SHARING INCENTIVES ★ REWARDS PROGRAMS ★ SOCIAL PARTNERSHIPS ★ GAME STATS ★ CUSTOMIZED PRE-ROLL ★ CUSTOMIZED PODCASTS ★ PROMOTED CONTENT ★ PREFERENCE-DRIVEN ADS ★ CROSS-PLATFORM AD UNITS ★ INSTANT REPLAYS OF MAJOR EVENTS ★ DISCOUNT PROGRAMS Thursday, July 10, 14
  33. 33. COLLECT DATA AT EVERY INTERACTION DETERMINE VALUABLE DATA USE DATA TO CREATE NEW USER EXPERIENCES DESIGN USER EXPERIENCES THAT CAPTURE MORE DATA Thursday, July 10, 14
  34. 34. THINKLITTLE,NOT JUST BIG. Thursday, July 10, 14
  35. 35. THANK YOU! MICHAEL@ACTIVATE.COM ANIL@ACTIVATE.COM Thursday, July 10, 14

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