Personalisation, Profiles And Policy

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Since 2009, Google has personalised all search results, with social signals playing an increasingly important role. Demand Side Platforms (DSPs), plugged into audience science tools, mean that display ads can now be targeted at individual impressions, based on a predicted user profile. And since earlier this year, the use of cookies has been regulated by the EU. How are these three things connected? What do they mean for marketers? And is any of this a good thing? This presentation aims to find out.

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Personalisation, Profiles And Policy

  1. 1. PERSONALISATION,PROFILES & POLICYCIARÁN NORRISD I R E C T O REMERGING MEDIA
  2. 2. 67 countries 6,000 people 100s clients£millions of spend
  3. 3. Here’sone I did earlier
  4. 4. Except, I didn’t
  5. 5. I’ve Been Here Before…
  6. 6. A Vision (From 2007) PreferencesVoice Recognition Recommendations KEYWORD USER PROFILE SEARCH 4D SEARCH TIME LOCATION GPS Positioning GPS Tagging
  7. 7. Socialrecommendations
  8. 8. A Vision (From 2007) PreferencesVoice Recognition Recommendations KEYWORD USER PROFILE SEARCH 4D SEARCH TIME LOCATION GPS Positioning
  9. 9. It’s Not Just SoLoMo
  10. 10. It’s Not Just SoLoMo
  11. 11. And It’s Not Just Google
  12. 12. StuffFacebookThinks I’ll Like
  13. 13. The Rest Of The Noise StuffFacebookThinks I’ll Like
  14. 14. So, This Is All Great. Right?
  15. 15. And Facebook Likes Also Drive Brand
  16. 16. And +1 Can Reduce CPC
  17. 17. But!
  18. 18. Image by Pete Birkinshaw on flickr
  19. 19. Image byby Zero Emission Resource Organisation on flickr Image Pete Birkinshawon flickr
  20. 20. The Present Bias
  21. 21. The Present BiasDesigned by Dr.-Ing. Joachim Feldmann
  22. 22. Who Do You Think Won The Twitter Election?
  23. 23. We Need New Ways Of Categorising
  24. 24. And +1 Can Reduce CPC
  25. 25. And We Can Sell Like This
  26. 26. 1. Collect confirmed data 2. Prediction modelling 3. Segmentation Statistical models are built to predict “true male” across all 600 Segmentation for balance of ~ 5,000,000 profiles attributes reach and precision
  27. 27. Average Cost PerSegment Bookings Media Spend Revenue CPM Booking Booking ValueProspecting 52 $13,408 $28,261 $1.37 $260 $548Prospecting – 64 $9,898 $48,082 $3.88 $154 $7473rd Party DataTotal 116 $23,306 $76,343 $1.89 $201 $658 Source: Google
  28. 28. And It Doesn’t End There
  29. 29. YouTube Trueview
  30. 30. Promoted Tweets
  31. 31. Promoted Tweets
  32. 32. Promoted Tweets
  33. 33. So, All Good?
  34. 34. scubadive67 on flickr
  35. 35. IntroductionRock Cohen on flickr
  36. 36. Zimpenfish on flickr
  37. 37. Cameron Perkins on flickr
  38. 38. Kathryn Rotondo on flickr
  39. 39. Conclusions Want To Rank? Get SocialGet Noticed? Social Context Save Money? Go DSP Cookies?…
  40. 40. http://www.indra.com/8ball/front.html
  41. 41. http://www.indra.com/8ball/front.htmlKathryn Rotondo on flickr

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