Data Visualization Deck presented at I-COM
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Kevin Tan, CEO of Eyeota and Greg Herbst, VP Programmatic Solutions at Bombora were joint panelists on a data visualization presentation at the I-COM Global Summit 2016.
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Data Visualization Deck presented at I-COM
- 1. THE POWER OF DATA VISUALISATION Kevin Tan, CEO, Eyeota Greg Herbst, VP Programmatic Solutions, Bombora
- 2. What you will learn today • The power of data visualization in the world of the data relationship • Examples of how data visualization can support buyers and sellers of data • Real life examples from the publisher side
- 3. Third party data providers are the dating agency to the data relationship Third party data providers are experts in providing all the information needed for advertisers, agencies, publishers and data owners to enter into a data relationship – “the match maker”
- 4. The data relationship for long term success Trust Anyone with data to sell or wanting to purchase data, be it first, second or third- party data, should consider these factors before entering a data relationship: Location Size Cost Longevity
- 5. Data visualization ensures compatibility A dating agency uses data visualization to encourage and reassure publishers, brands and agencies to enter a data relationship. Data visualization proves the potential for compatibility, shared interest Compatibility
- 6. For a potential data buyer Which data segments work best for my needs? Where is data available? What do I know about this data? For a brand or agency wanting to buy data, some of their most pressing questions are likely to include:
- 7. Where is data available?
- 8. Where is data available?
- 9. What data should I buy?
- 10. What data is relevant for my brand or campaign?
- 12. We have a comprehensive B2B data set
- 13. For a potential data seller How much data do I have? How well is my data performing? Which data points are high in demand? For a data owner or website wanting to enter a data relationship: Who wants my data? What does my audience look like? What can I learn about my audience when they are not on my site?
- 16. The Power of Data Visualization for the Data Relationship Key Takeaways • Seamlessly combine data from disparate sources in one place • Make data speak to each other in a meaningful way • Macro trends are made apparent • Changes over time are easy to spot • Geographical nuances are possible to ascertain • Determine key attributes about your audience or potential clients
Editor's Notes
- What you will learn today is how data visualization can be used to enable the data relationship As a third party data provider with data and integrations all over the world. Experts in the data relationship We help publishers and data owners sell their data and advertisers and agencies by data for their programmatic campaigns all over the world Brief summary of how a data provider uses data visualization to support its buyers and sellers of data Bombora, our global B2B data partners is here today to take us through examples of how Data visualization specifically helps on the publisher side
- I invite you to think about the data provider as the dating agency or the match maker to the data relationship The questions someone looking to buy or sell data will have are part of the match making process. The information we can use to answer these questions and ensure a long-lasting data relationship are easily combined and accessible through data visualization.
- Entering into a data relationship can be tricky business, lots of criteria to consider. Things like: Trust: validity (authentic, trusted source) Size: scale, volume Cost: price (cost to buy it, how much you can sell it for) Location: access (where to get it or where to make it available) Longevity: how fresh, how relevant is the data, how long will it last/help me for, one off? Or long term potential?
- Without data visualization you may have the data points needed to make your decision but they will be in disparate and difficult to compare places. Data visualization brings all salient information into one place to - easy to view, understand and compare
- A data buyer looking to enter a data relations has a lot of questions. There are many ways to answer them you might just get a data dump, emails, conversations, research, spreadsheets, testing without data visualization you might struggle to see the bigger picture, the conclusion, the trend. Data visualization gives you the confidence to make you business decision Let me take you through a few examples of data visualization that answer these questions
- We are were often asked for suggestions and summary of audience data buying trends. To make the information vastly available and relevant we visualize it several different ways The information visualized in this manner enables you to quickly understand key points: top spenders in audience data, key suppliers of data in my market, high level volumes for my region or market. What segment categories are relevant for each advertiser sector. The visualization of this data brings this information to life, the alternative would be multiple spreadsheets hidden in folders. For example…
- For example if you wanted a snapshot of the audience data supply in Europ… Quick access to market specific highlevel info – what branded partners are available in that market, hover over to find out more about the partners, what are the volumes for each country and the market as a whole, quick view into the top advertiser sectors buying data and the type of data they are buying. Alternative would be a PDF or email or slide for each one of these and would have been updated whenever the account manager was able. Data visualization allows an interested party can have a look whenever they want for the iteration that interests them. It’s not only the readiness and practicality of the information been visualized but it is immediately understandable
- Lets say you wanted to target relevant users for the upcoming US elections. You can dynamically engage with the data and get the desired output in the matter of seconds. This information can of course live in a spreadsheet but far less responsive and intuitive without built in search logic and keywords
- Lets say you wanted to target relevant users for the upcoming US elections. You can dynamically engage with the data and get the desired output in the matter of seconds. This information can of course live in a spreadsheet but far less responsive and intuitive without built in search logic and keywords Kevin: Hand over to Greg from Bombora now who will take us through data visualization from a publisher perspective Greg to intro Bombora
- We collect content consumption and behavioral data from premium publishers
- Presenter: Greg Go through questions Bombora has about their data and how they currently go about getting answers As a data owner these are questions we ask
- This is a month report we get from our “dating agency” to help us understand how are data is fairing Top left, Trend line of current revenue with year on year trend visualized enable immediate grasp of how Bombora is doing compared to same time last year Easy to digest percentages for the relevant advertiser sectors gives a snap shot of who is buying Bombora’s data and from which markets their demand is coming from Who are my customers? Where are my customers? Top right, Word cloud presents easy conlusion of what categories of their data are in highest demand Stacked bar chart shows relationship of demand from one platform vs another Finally list of segments to have a cheat sheet of top ranking segments in terms of demand and how that corresponds to available supply – brief overview Effortlessly I can understand that my volume grew in January, Electronics & Computer brands are the top buyers of my data, the most in demand segments are functional area and professional groups and most of the demand for my data is coming from DBM and Tradedesk
- Part of same report with focus on audience profile in Australia. Looking at Bombora users and overlap with rest of Eyeota Top left, audience skews towards younger demographic, female demographic 47% users also overlap with families/parents 6% of users are home owners, 3% car owners Easy to discern icons for interests that their users fit into Top right, each circle is an Experian mosaic profile, the size of the bubble shows the percentage of my audience that is likely to fit into that bubble. At the bottom we have brand affinity demonstrated with brand logos and powered by Ipsos. Having affinity with a particular brand represents many characteristics in and of itself and seeing the logo makes all those nuances clear and recognizable
- Presenter: Greg