IGNITION: Winning data strategies for publishers by Todd Teresi/Quantcast

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IGNITION: Winning data strategies for publishers by Todd Teresi/Quantcast

  1. 1. The Future of Media:IGNITION
  2. 2. Data Use in an Addressable World Aggregate Atomic Static Dynamic Retrospective Predictive 2 12/02/10 © 2010 Quantcast Business Insider
  3. 3. The Publisher Advantage within the Data Ecosystem•  It’s what’s inside that counts: What really makes for great data? Why does it matter where it comes from and can it scale?•  Results that matter: Does it drive the metrics important to advertisers I’m working with?•  Getting a leg up: Does it give me an advantage in the marketplace? 3 12/02/10 © 2010 Quantcast Business Insider
  4. 4. Data Origins1st Scale 3rdParty Party Relevance 4 12/02/10 © 2010 Quantcast Business Insider
  5. 5. What makes for great data?Consistent ScaledWithout this it’s hard to build Not just data scale, but executionreliable models. scale tooFresh RelevantSpeci ic to the types of data Measuring contribution to your objective is key 5 12/02/10 © 2010 Quantcast Business Insider
  6. 6. Data Usage Status Quo3rd Party Centric Human HypothesisReliant on other’s perspective of Targeting criteria developedwhat’s best through intuitionLow Dimensionality Positive SignalLimited number of attributes Models consider only attributeconsidered presence 6 12/02/10 © 2010 Quantcast Business Insider
  7. 7. Data Usage Next1st Party (when Automaticallyavailable) ModeledIf you know who your best Machine learning comes to thecustomers are, use them forefrontHigh ComprehensiveDimensionality ModelsDigital media creates lots of Considering multiple attributesdata, use it (or lack of) 7 12/02/10 © 2010 Quantcast Business Insider
  8. 8. Attributes of Targeting ApproachesAlgorithms Is the model based on human hypothesis, or algorithms? In most cases sophisticated algorithms are superior, just look at search.Data Relevance How relevant to the objective is the data that is used to develop the targeting model?Performance What Return on Investment (ROI) can the targeting solution offer?Scale Can it scale? High ROI with limited scale doesn’t matter. It’s all about performance and scale! 8 12/02/10 © 2010 Quantcast Business Insider
  9. 9. Our de inition of data must be expansive 9 12/02/10 © 2010 Quantcast Business Insider
  10. 10. Leveraging the Data1997 AlgorithmMedia bought based on Relevanceproxy. Good scale, but Performancelots of waste Scale2004 Algorithm RelevanceGreat targeting, less Performancewaste throughretargeting, but no scale Scale 10 12/02/10 © 2010 Quantcast Business Insider
  11. 11. Leveraging the Data2010 AlgorithmHolistic understanding of Relevancethe consumer Performance ScaleThe Future Algorithm RelevancePredict the right place Performanceand right time forconsumer conversion Scale 11 12/02/10 © 2010 Quantcast Business Insider
  12. 12. Driving Resultsthat Matter 12 12/02/10 © 2010 Quantcast Business Insider
  13. 13. Uniqueness Case Study Credit Card  Case  Study of the world’s largest credit card One companies, wanted Quantcast to identify quali ied applicants who could make it through their rigorous approval process. 12/02/10 © 2010 Quantcast Business Insider
  14. 14. Uniqueness Premium Business Budget Card Card CardConverters Are: Converters Are: Converters Are:Age 44-54 Age 34-44 Age 34-44Grad School College Children in HHHHI $100k+ HHI $60-100k HHI $30k - $60kConverters Are Interested: Converters Are Interested: Converters Are Interested:Business News Travel CouponsTravel Sports Personal FinanceReal Estate Weather Diet and FitnessConverters Are Not Interested: Converters Not Are Interested: Converters Are Not Interested:Fantasy Sports Horoscopes PoliticsSocial Networking Coupons GamblingParenting Personals Fantasy Sports 12/02/10 © 2010 Quantcast Business Insider
  15. 15. Performance 12/02/10 © 2010 Quantcast Business Insider
  16. 16. ScalePerformance is notabout clicks. 12/02/10 © 2010 Quantcast Business Insider
  17. 17. Conversions only matter if you have scale 12/02/10 © 2010 Quantcast Business Insider
  18. 18. What use is ROI without Return? 12/02/10 © 2010 Quantcast Business Insider
  19. 19. Does it give me an advantage in the marketplace? Capture greater share of budget 19 12/02/10 © 2010 Quantcast Business Insider
  20. 20. Does it give me an advantage in the marketplace? Open up access to more budgets within the existing advertisers you work with 20 12/02/10 © 2010 Quantcast Business Insider
  21. 21. Does it give me an advantage in the marketplace? Drive lift and CPM on pages already sold and incremental sell through on pages that aren’t 21 12/02/10 © 2010 Quantcast Business Insider
  22. 22. Does it give me an advantage in the marketplace? Open the door for a more holistic conversation 22 12/02/10 © 2010 Quantcast Business Insider
  23. 23. Questions? 23 12/02/10 © 2010 Quantcast Business Insider
  24. 24. Quantcast Data & Technology   10+ Billion Daily  directly measured web assets   consumption events directly recorded 24 12/02/10 © 2010 Quantcast Business Insider

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