0
DATADRIVEN MARKETING<br />CIARÁN NORRIS<br />MINDSHARE<br />
Placement by Context<br />Placement by Interest<br />Placement by Profile<br />Placement by Audience<br />Social Placement...
ON AVERAGE WE PASS <br />PIECES OFPERSONAL INFO INTO DATABASES EVERY WEEK<br />3,254<br />
Media 1.0: Placement by Context<br />
I WANT TO TARGET CAR LOVERS, WHERE SHALL I PUT MY ADS?<br />
I’M A BLOODY GENIUS!<br />
Media 2.0: Placement by Interest<br />
I WANT TO TARGET CAR LOVERS, WHERE SHALL I PUT MY ADS?<br />
EVERYONE LOVE FACEBOOK, I’LL PUT THEM ON THERE<br />
THIS IS NEATO, I CAN TOTALLY TARGET PEOPLE WHO ARE INTERESTED IN CARS<br />
WHAT A GUY!<br />
Media 2.5: Placement by Profile<br />
I WANT TO TARGET CAR LOVERS, WHERE SHALL I PUT MY ADS?<br />
IT’S BOSS THAT I CAN TARGET PEOPLE…<br />
HMMM, BUT NOT EVERYONE ON FACEBOOK EXPRESSES INTERESTS, I MIGHT BE MISSING PEOPLE<br />
I AM ON FIRE!<br />
IF ONLY I COULD DO THE SAME OFF OF FACEBOOK<br />
MAN, THOSE GOOGLE GUYS HAVE SOME WICKED GRAPHICS<br />
Media 3.0: Placement by Audience<br />
I WANT TO TARGET CAR LOVERS, WHERE SHALL I PUT MY ADS?<br />
IF I COOKIE PEOPLE, I CAN BUILD A REAL UNDERSTANDING OF THEIR INTERESTS<br />
Surf Behaviour<br />Clicks<br />GoogleKeywords<br />Surf Behaviour on Client‘s Site <br />Loyalty Card Buying Behaviour<br />
I’LL BE ABLE TO MAKE A CHOICE OF TARGETING OR REACH<br />
IT WILL ALLOW ME TO OPTIMISE FOR LOTS OF VARIABLES<br />
Bespoke audience segments<br />Behavioural<br />(site, section, time)<br />Audience Profiler<br />Ad interaction / clicker...
AND IT’D BE GREAT TO BUY AND TARGET IN REAL-TIME<br />
Bidders evaluate request (hold auction among their advertisers) and send bid responses to the exchange, including bid pric...
SO I’LL GET THE RIGHT PERSON, AT THE RIGHT TIME, FOR THE RIGHT PRICE<br />
THIS STUFF IS LIKE MINORITY REPORT!<br />
Media 4.0: Social Placement<br />
I WANT TO TARGET CAR LOVERS, WHERE SHALL I PUT MY ADS?<br />
WOULDN’T IT BE GREAT IF I COULD LEVERAGE THE SOCIAL GRAPH?<br />
SO ADS WOULD BE TARGETED AT PEOPLE BASED ON THEIR FRIENDS’ ACTIONS<br />
THANK YOU<br />
ciaran.norris@mindshareworld.com<br />m-insights.blogspot.com<br />@ciaranj<br />
Upcoming SlideShare
Loading in...5
×

Data Driven Marketing

1,748

Published on

A look at how the web, and the data it captures, are changing marketing

Published in: Technology
0 Comments
5 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,748
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
51
Comments
0
Likes
5
Embeds 0
No embeds

No notes for slide
  • Thank you for the invitation.Today we are going to talk about how digital and technology is fundamentally transforming the way that we as marketers and brands will engage, communicate, sell, and service consumers now and in the future.
  • It wasn’t so long ago, in fact 1994, that Al Gore invented today’s Internet, or the Information Superhighway as he called it. The reality is that the Internet was formed as far back as the 1960’s by government-funded scientists, and only started to take shape in 1989 when Tim Berners-Lee invented its interface, the World Wide Web. But the commercial Web as we know launched in 1994 when the first banner was placed online for AT&amp;T on HotWired, Wired magazines Web site. It wasn’t a very inspiring start but thankfully things have moved on in the last 16 years!
  • One common denominator in everything we have discussed is data. If you think we have a lot of data now, wait until even more content goes into the Cloud. Better yet, don’t wait but prepare yourself now! We will have more data than ever before, which will give us a gold mine of information to use to better target, sell, serve, and respond to consumers. I’ve called this section Matrix Marketing as we are increasingly living in a world where every like, dislike, action, photos, comment, friend, purchase and so on is being recorded as if we were plugged into and operating in the Matrix (from the film of the same name). All of this data is being captured and in essence defining you as much as meta-data defines other objects on the Internet such as Web sites. Thus you are becoming an object, defined by meta data, and based on algorithms you are being associated with other like-minded objects – friends, Web sites, advertising, brands. Take this a step further and this object can live on without the actual person. After a lifetime collecting data on an individual’s every behaviour it’s not difficult to see some form of artificial intelligence generated around this data and used to have someone live on, e.g., your grandmother living on in Facebook long after she passes away to provide opinions on the latest Fall range from Ralph Lauren based on a lifetime of preference data on clothes. EMC estimates that the digital universe of data will increse to 35 zetabytes, or 35 trillion gigabytes – enought to fill a stack of DVD’s reaching halfway to Mars.
  • It wasn’t so long ago, in fact 1994, that Al Gore invented today’s Internet, or the Information Superhighway as he called it. The reality is that the Internet was formed as far back as the 1960’s by government-funded scientists, and only started to take shape in 1989 when Tim Berners-Lee invented its interface, the World Wide Web. But the commercial Web as we know launched in 1994 when the first banner was placed online for AT&amp;T on HotWired, Wired magazines Web site. It wasn’t a very inspiring start but thankfully things have moved on in the last 16 years!
  • It wasn’t so long ago, in fact 1994, that Al Gore invented today’s Internet, or the Information Superhighway as he called it. The reality is that the Internet was formed as far back as the 1960’s by government-funded scientists, and only started to take shape in 1989 when Tim Berners-Lee invented its interface, the World Wide Web. But the commercial Web as we know launched in 1994 when the first banner was placed online for AT&amp;T on HotWired, Wired magazines Web site. It wasn’t a very inspiring start but thankfully things have moved on in the last 16 years!
  • It wasn’t so long ago, in fact 1994, that Al Gore invented today’s Internet, or the Information Superhighway as he called it. The reality is that the Internet was formed as far back as the 1960’s by government-funded scientists, and only started to take shape in 1989 when Tim Berners-Lee invented its interface, the World Wide Web. But the commercial Web as we know launched in 1994 when the first banner was placed online for AT&amp;T on HotWired, Wired magazines Web site. It wasn’t a very inspiring start but thankfully things have moved on in the last 16 years!
  • It wasn’t so long ago, in fact 1994, that Al Gore invented today’s Internet, or the Information Superhighway as he called it. The reality is that the Internet was formed as far back as the 1960’s by government-funded scientists, and only started to take shape in 1989 when Tim Berners-Lee invented its interface, the World Wide Web. But the commercial Web as we know launched in 1994 when the first banner was placed online for AT&amp;T on HotWired, Wired magazines Web site. It wasn’t a very inspiring start but thankfully things have moved on in the last 16 years!
  • It wasn’t so long ago, in fact 1994, that Al Gore invented today’s Internet, or the Information Superhighway as he called it. The reality is that the Internet was formed as far back as the 1960’s by government-funded scientists, and only started to take shape in 1989 when Tim Berners-Lee invented its interface, the World Wide Web. But the commercial Web as we know launched in 1994 when the first banner was placed online for AT&amp;T on HotWired, Wired magazines Web site. It wasn’t a very inspiring start but thankfully things have moved on in the last 16 years!
  • It wasn’t so long ago, in fact 1994, that Al Gore invented today’s Internet, or the Information Superhighway as he called it. The reality is that the Internet was formed as far back as the 1960’s by government-funded scientists, and only started to take shape in 1989 when Tim Berners-Lee invented its interface, the World Wide Web. But the commercial Web as we know launched in 1994 when the first banner was placed online for AT&amp;T on HotWired, Wired magazines Web site. It wasn’t a very inspiring start but thankfully things have moved on in the last 16 years!
  • It wasn’t so long ago, in fact 1994, that Al Gore invented today’s Internet, or the Information Superhighway as he called it. The reality is that the Internet was formed as far back as the 1960’s by government-funded scientists, and only started to take shape in 1989 when Tim Berners-Lee invented its interface, the World Wide Web. But the commercial Web as we know launched in 1994 when the first banner was placed online for AT&amp;T on HotWired, Wired magazines Web site. It wasn’t a very inspiring start but thankfully things have moved on in the last 16 years!
  • It wasn’t so long ago, in fact 1994, that Al Gore invented today’s Internet, or the Information Superhighway as he called it. The reality is that the Internet was formed as far back as the 1960’s by government-funded scientists, and only started to take shape in 1989 when Tim Berners-Lee invented its interface, the World Wide Web. But the commercial Web as we know launched in 1994 when the first banner was placed online for AT&amp;T on HotWired, Wired magazines Web site. It wasn’t a very inspiring start but thankfully things have moved on in the last 16 years!
  • It wasn’t so long ago, in fact 1994, that Al Gore invented today’s Internet, or the Information Superhighway as he called it. The reality is that the Internet was formed as far back as the 1960’s by government-funded scientists, and only started to take shape in 1989 when Tim Berners-Lee invented its interface, the World Wide Web. But the commercial Web as we know launched in 1994 when the first banner was placed online for AT&amp;T on HotWired, Wired magazines Web site. It wasn’t a very inspiring start but thankfully things have moved on in the last 16 years!
  • It wasn’t so long ago, in fact 1994, that Al Gore invented today’s Internet, or the Information Superhighway as he called it. The reality is that the Internet was formed as far back as the 1960’s by government-funded scientists, and only started to take shape in 1989 when Tim Berners-Lee invented its interface, the World Wide Web. But the commercial Web as we know launched in 1994 when the first banner was placed online for AT&amp;T on HotWired, Wired magazines Web site. It wasn’t a very inspiring start but thankfully things have moved on in the last 16 years!
  • It wasn’t so long ago, in fact 1994, that Al Gore invented today’s Internet, or the Information Superhighway as he called it. The reality is that the Internet was formed as far back as the 1960’s by government-funded scientists, and only started to take shape in 1989 when Tim Berners-Lee invented its interface, the World Wide Web. But the commercial Web as we know launched in 1994 when the first banner was placed online for AT&amp;T on HotWired, Wired magazines Web site. It wasn’t a very inspiring start but thankfully things have moved on in the last 16 years!
  • It wasn’t so long ago, in fact 1994, that Al Gore invented today’s Internet, or the Information Superhighway as he called it. The reality is that the Internet was formed as far back as the 1960’s by government-funded scientists, and only started to take shape in 1989 when Tim Berners-Lee invented its interface, the World Wide Web. But the commercial Web as we know launched in 1994 when the first banner was placed online for AT&amp;T on HotWired, Wired magazines Web site. It wasn’t a very inspiring start but thankfully things have moved on in the last 16 years!
  • It wasn’t so long ago, in fact 1994, that Al Gore invented today’s Internet, or the Information Superhighway as he called it. The reality is that the Internet was formed as far back as the 1960’s by government-funded scientists, and only started to take shape in 1989 when Tim Berners-Lee invented its interface, the World Wide Web. But the commercial Web as we know launched in 1994 when the first banner was placed online for AT&amp;T on HotWired, Wired magazines Web site. It wasn’t a very inspiring start but thankfully things have moved on in the last 16 years!
  • It wasn’t so long ago, in fact 1994, that Al Gore invented today’s Internet, or the Information Superhighway as he called it. The reality is that the Internet was formed as far back as the 1960’s by government-funded scientists, and only started to take shape in 1989 when Tim Berners-Lee invented its interface, the World Wide Web. But the commercial Web as we know launched in 1994 when the first banner was placed online for AT&amp;T on HotWired, Wired magazines Web site. It wasn’t a very inspiring start but thankfully things have moved on in the last 16 years!
  • It wasn’t so long ago, in fact 1994, that Al Gore invented today’s Internet, or the Information Superhighway as he called it. The reality is that the Internet was formed as far back as the 1960’s by government-funded scientists, and only started to take shape in 1989 when Tim Berners-Lee invented its interface, the World Wide Web. But the commercial Web as we know launched in 1994 when the first banner was placed online for AT&amp;T on HotWired, Wired magazines Web site. It wasn’t a very inspiring start but thankfully things have moved on in the last 16 years!
  • It wasn’t so long ago, in fact 1994, that Al Gore invented today’s Internet, or the Information Superhighway as he called it. The reality is that the Internet was formed as far back as the 1960’s by government-funded scientists, and only started to take shape in 1989 when Tim Berners-Lee invented its interface, the World Wide Web. But the commercial Web as we know launched in 1994 when the first banner was placed online for AT&amp;T on HotWired, Wired magazines Web site. It wasn’t a very inspiring start but thankfully things have moved on in the last 16 years!
  • It wasn’t so long ago, in fact 1994, that Al Gore invented today’s Internet, or the Information Superhighway as he called it. The reality is that the Internet was formed as far back as the 1960’s by government-funded scientists, and only started to take shape in 1989 when Tim Berners-Lee invented its interface, the World Wide Web. But the commercial Web as we know launched in 1994 when the first banner was placed online for AT&amp;T on HotWired, Wired magazines Web site. It wasn’t a very inspiring start but thankfully things have moved on in the last 16 years!
  • It wasn’t so long ago, in fact 1994, that Al Gore invented today’s Internet, or the Information Superhighway as he called it. The reality is that the Internet was formed as far back as the 1960’s by government-funded scientists, and only started to take shape in 1989 when Tim Berners-Lee invented its interface, the World Wide Web. But the commercial Web as we know launched in 1994 when the first banner was placed online for AT&amp;T on HotWired, Wired magazines Web site. It wasn’t a very inspiring start but thankfully things have moved on in the last 16 years!
  • It wasn’t so long ago, in fact 1994, that Al Gore invented today’s Internet, or the Information Superhighway as he called it. The reality is that the Internet was formed as far back as the 1960’s by government-funded scientists, and only started to take shape in 1989 when Tim Berners-Lee invented its interface, the World Wide Web. But the commercial Web as we know launched in 1994 when the first banner was placed online for AT&amp;T on HotWired, Wired magazines Web site. It wasn’t a very inspiring start but thankfully things have moved on in the last 16 years!
  • It wasn’t so long ago, in fact 1994, that Al Gore invented today’s Internet, or the Information Superhighway as he called it. The reality is that the Internet was formed as far back as the 1960’s by government-funded scientists, and only started to take shape in 1989 when Tim Berners-Lee invented its interface, the World Wide Web. But the commercial Web as we know launched in 1994 when the first banner was placed online for AT&amp;T on HotWired, Wired magazines Web site. It wasn’t a very inspiring start but thankfully things have moved on in the last 16 years!
  • It wasn’t so long ago, in fact 1994, that Al Gore invented today’s Internet, or the Information Superhighway as he called it. The reality is that the Internet was formed as far back as the 1960’s by government-funded scientists, and only started to take shape in 1989 when Tim Berners-Lee invented its interface, the World Wide Web. But the commercial Web as we know launched in 1994 when the first banner was placed online for AT&amp;T on HotWired, Wired magazines Web site. It wasn’t a very inspiring start but thankfully things have moved on in the last 16 years!
  • It wasn’t so long ago, in fact 1994, that Al Gore invented today’s Internet, or the Information Superhighway as he called it. The reality is that the Internet was formed as far back as the 1960’s by government-funded scientists, and only started to take shape in 1989 when Tim Berners-Lee invented its interface, the World Wide Web. But the commercial Web as we know launched in 1994 when the first banner was placed online for AT&amp;T on HotWired, Wired magazines Web site. It wasn’t a very inspiring start but thankfully things have moved on in the last 16 years!
  • It wasn’t so long ago, in fact 1994, that Al Gore invented today’s Internet, or the Information Superhighway as he called it. The reality is that the Internet was formed as far back as the 1960’s by government-funded scientists, and only started to take shape in 1989 when Tim Berners-Lee invented its interface, the World Wide Web. But the commercial Web as we know launched in 1994 when the first banner was placed online for AT&amp;T on HotWired, Wired magazines Web site. It wasn’t a very inspiring start but thankfully things have moved on in the last 16 years!
  • It wasn’t so long ago, in fact 1994, that Al Gore invented today’s Internet, or the Information Superhighway as he called it. The reality is that the Internet was formed as far back as the 1960’s by government-funded scientists, and only started to take shape in 1989 when Tim Berners-Lee invented its interface, the World Wide Web. But the commercial Web as we know launched in 1994 when the first banner was placed online for AT&amp;T on HotWired, Wired magazines Web site. It wasn’t a very inspiring start but thankfully things have moved on in the last 16 years!
  • It wasn’t so long ago, in fact 1994, that Al Gore invented today’s Internet, or the Information Superhighway as he called it. The reality is that the Internet was formed as far back as the 1960’s by government-funded scientists, and only started to take shape in 1989 when Tim Berners-Lee invented its interface, the World Wide Web. But the commercial Web as we know launched in 1994 when the first banner was placed online for AT&amp;T on HotWired, Wired magazines Web site. It wasn’t a very inspiring start but thankfully things have moved on in the last 16 years!
  • It wasn’t so long ago, in fact 1994, that Al Gore invented today’s Internet, or the Information Superhighway as he called it. The reality is that the Internet was formed as far back as the 1960’s by government-funded scientists, and only started to take shape in 1989 when Tim Berners-Lee invented its interface, the World Wide Web. But the commercial Web as we know launched in 1994 when the first banner was placed online for AT&amp;T on HotWired, Wired magazines Web site. It wasn’t a very inspiring start but thankfully things have moved on in the last 16 years!
  • It wasn’t so long ago, in fact 1994, that Al Gore invented today’s Internet, or the Information Superhighway as he called it. The reality is that the Internet was formed as far back as the 1960’s by government-funded scientists, and only started to take shape in 1989 when Tim Berners-Lee invented its interface, the World Wide Web. But the commercial Web as we know launched in 1994 when the first banner was placed online for AT&amp;T on HotWired, Wired magazines Web site. It wasn’t a very inspiring start but thankfully things have moved on in the last 16 years!
  • It wasn’t so long ago, in fact 1994, that Al Gore invented today’s Internet, or the Information Superhighway as he called it. The reality is that the Internet was formed as far back as the 1960’s by government-funded scientists, and only started to take shape in 1989 when Tim Berners-Lee invented its interface, the World Wide Web. But the commercial Web as we know launched in 1994 when the first banner was placed online for AT&amp;T on HotWired, Wired magazines Web site. It wasn’t a very inspiring start but thankfully things have moved on in the last 16 years!
  • It wasn’t so long ago, in fact 1994, that Al Gore invented today’s Internet, or the Information Superhighway as he called it. The reality is that the Internet was formed as far back as the 1960’s by government-funded scientists, and only started to take shape in 1989 when Tim Berners-Lee invented its interface, the World Wide Web. But the commercial Web as we know launched in 1994 when the first banner was placed online for AT&amp;T on HotWired, Wired magazines Web site. It wasn’t a very inspiring start but thankfully things have moved on in the last 16 years!
  • It wasn’t so long ago, in fact 1994, that Al Gore invented today’s Internet, or the Information Superhighway as he called it. The reality is that the Internet was formed as far back as the 1960’s by government-funded scientists, and only started to take shape in 1989 when Tim Berners-Lee invented its interface, the World Wide Web. But the commercial Web as we know launched in 1994 when the first banner was placed online for AT&amp;T on HotWired, Wired magazines Web site. It wasn’t a very inspiring start but thankfully things have moved on in the last 16 years!
  • It wasn’t so long ago, in fact 1994, that Al Gore invented today’s Internet, or the Information Superhighway as he called it. The reality is that the Internet was formed as far back as the 1960’s by government-funded scientists, and only started to take shape in 1989 when Tim Berners-Lee invented its interface, the World Wide Web. But the commercial Web as we know launched in 1994 when the first banner was placed online for AT&amp;T on HotWired, Wired magazines Web site. It wasn’t a very inspiring start but thankfully things have moved on in the last 16 years!
  • It wasn’t so long ago, in fact 1994, that Al Gore invented today’s Internet, or the Information Superhighway as he called it. The reality is that the Internet was formed as far back as the 1960’s by government-funded scientists, and only started to take shape in 1989 when Tim Berners-Lee invented its interface, the World Wide Web. But the commercial Web as we know launched in 1994 when the first banner was placed online for AT&amp;T on HotWired, Wired magazines Web site. It wasn’t a very inspiring start but thankfully things have moved on in the last 16 years!
  • It wasn’t so long ago, in fact 1994, that Al Gore invented today’s Internet, or the Information Superhighway as he called it. The reality is that the Internet was formed as far back as the 1960’s by government-funded scientists, and only started to take shape in 1989 when Tim Berners-Lee invented its interface, the World Wide Web. But the commercial Web as we know launched in 1994 when the first banner was placed online for AT&amp;T on HotWired, Wired magazines Web site. It wasn’t a very inspiring start but thankfully things have moved on in the last 16 years!
  • It wasn’t so long ago, in fact 1994, that Al Gore invented today’s Internet, or the Information Superhighway as he called it. The reality is that the Internet was formed as far back as the 1960’s by government-funded scientists, and only started to take shape in 1989 when Tim Berners-Lee invented its interface, the World Wide Web. But the commercial Web as we know launched in 1994 when the first banner was placed online for AT&amp;T on HotWired, Wired magazines Web site. It wasn’t a very inspiring start but thankfully things have moved on in the last 16 years!
  • It wasn’t so long ago, in fact 1994, that Al Gore invented today’s Internet, or the Information Superhighway as he called it. The reality is that the Internet was formed as far back as the 1960’s by government-funded scientists, and only started to take shape in 1989 when Tim Berners-Lee invented its interface, the World Wide Web. But the commercial Web as we know launched in 1994 when the first banner was placed online for AT&amp;T on HotWired, Wired magazines Web site. It wasn’t a very inspiring start but thankfully things have moved on in the last 16 years!
  • It wasn’t so long ago, in fact 1994, that Al Gore invented today’s Internet, or the Information Superhighway as he called it. The reality is that the Internet was formed as far back as the 1960’s by government-funded scientists, and only started to take shape in 1989 when Tim Berners-Lee invented its interface, the World Wide Web. But the commercial Web as we know launched in 1994 when the first banner was placed online for AT&amp;T on HotWired, Wired magazines Web site. It wasn’t a very inspiring start but thankfully things have moved on in the last 16 years!
  • It wasn’t so long ago, in fact 1994, that Al Gore invented today’s Internet, or the Information Superhighway as he called it. The reality is that the Internet was formed as far back as the 1960’s by government-funded scientists, and only started to take shape in 1989 when Tim Berners-Lee invented its interface, the World Wide Web. But the commercial Web as we know launched in 1994 when the first banner was placed online for AT&amp;T on HotWired, Wired magazines Web site. It wasn’t a very inspiring start but thankfully things have moved on in the last 16 years!
  • It wasn’t so long ago, in fact 1994, that Al Gore invented today’s Internet, or the Information Superhighway as he called it. The reality is that the Internet was formed as far back as the 1960’s by government-funded scientists, and only started to take shape in 1989 when Tim Berners-Lee invented its interface, the World Wide Web. But the commercial Web as we know launched in 1994 when the first banner was placed online for AT&amp;T on HotWired, Wired magazines Web site. It wasn’t a very inspiring start but thankfully things have moved on in the last 16 years!
  • It wasn’t so long ago, in fact 1994, that Al Gore invented today’s Internet, or the Information Superhighway as he called it. The reality is that the Internet was formed as far back as the 1960’s by government-funded scientists, and only started to take shape in 1989 when Tim Berners-Lee invented its interface, the World Wide Web. But the commercial Web as we know launched in 1994 when the first banner was placed online for AT&amp;T on HotWired, Wired magazines Web site. It wasn’t a very inspiring start but thankfully things have moved on in the last 16 years!
  • It wasn’t so long ago, in fact 1994, that Al Gore invented today’s Internet, or the Information Superhighway as he called it. The reality is that the Internet was formed as far back as the 1960’s by government-funded scientists, and only started to take shape in 1989 when Tim Berners-Lee invented its interface, the World Wide Web. But the commercial Web as we know launched in 1994 when the first banner was placed online for AT&amp;T on HotWired, Wired magazines Web site. It wasn’t a very inspiring start but thankfully things have moved on in the last 16 years!
  • It wasn’t so long ago, in fact 1994, that Al Gore invented today’s Internet, or the Information Superhighway as he called it. The reality is that the Internet was formed as far back as the 1960’s by government-funded scientists, and only started to take shape in 1989 when Tim Berners-Lee invented its interface, the World Wide Web. But the commercial Web as we know launched in 1994 when the first banner was placed online for AT&amp;T on HotWired, Wired magazines Web site. It wasn’t a very inspiring start but thankfully things have moved on in the last 16 years!
  • It wasn’t so long ago, in fact 1994, that Al Gore invented today’s Internet, or the Information Superhighway as he called it. The reality is that the Internet was formed as far back as the 1960’s by government-funded scientists, and only started to take shape in 1989 when Tim Berners-Lee invented its interface, the World Wide Web. But the commercial Web as we know launched in 1994 when the first banner was placed online for AT&amp;T on HotWired, Wired magazines Web site. It wasn’t a very inspiring start but thankfully things have moved on in the last 16 years!
  • Transcript of "Data Driven Marketing"

    1. 1. DATADRIVEN MARKETING<br />CIARÁN NORRIS<br />MINDSHARE<br />
    2. 2. Placement by Context<br />Placement by Interest<br />Placement by Profile<br />Placement by Audience<br />Social Placement<br />
    3. 3. ON AVERAGE WE PASS <br />PIECES OFPERSONAL INFO INTO DATABASES EVERY WEEK<br />3,254<br />
    4. 4.
    5. 5. Media 1.0: Placement by Context<br />
    6. 6. I WANT TO TARGET CAR LOVERS, WHERE SHALL I PUT MY ADS?<br />
    7. 7. I’M A BLOODY GENIUS!<br />
    8. 8. Media 2.0: Placement by Interest<br />
    9. 9. I WANT TO TARGET CAR LOVERS, WHERE SHALL I PUT MY ADS?<br />
    10. 10. EVERYONE LOVE FACEBOOK, I’LL PUT THEM ON THERE<br />
    11. 11. THIS IS NEATO, I CAN TOTALLY TARGET PEOPLE WHO ARE INTERESTED IN CARS<br />
    12. 12.
    13. 13. WHAT A GUY!<br />
    14. 14. Media 2.5: Placement by Profile<br />
    15. 15. I WANT TO TARGET CAR LOVERS, WHERE SHALL I PUT MY ADS?<br />
    16. 16. IT’S BOSS THAT I CAN TARGET PEOPLE…<br />
    17. 17. HMMM, BUT NOT EVERYONE ON FACEBOOK EXPRESSES INTERESTS, I MIGHT BE MISSING PEOPLE<br />
    18. 18.
    19. 19.
    20. 20. I AM ON FIRE!<br />
    21. 21. IF ONLY I COULD DO THE SAME OFF OF FACEBOOK<br />
    22. 22.
    23. 23. MAN, THOSE GOOGLE GUYS HAVE SOME WICKED GRAPHICS<br />
    24. 24. Media 3.0: Placement by Audience<br />
    25. 25. I WANT TO TARGET CAR LOVERS, WHERE SHALL I PUT MY ADS?<br />
    26. 26. IF I COOKIE PEOPLE, I CAN BUILD A REAL UNDERSTANDING OF THEIR INTERESTS<br />
    27. 27. Surf Behaviour<br />Clicks<br />GoogleKeywords<br />Surf Behaviour on Client‘s Site <br />Loyalty Card Buying Behaviour<br />
    28. 28. I’LL BE ABLE TO MAKE A CHOICE OF TARGETING OR REACH<br />
    29. 29.
    30. 30. IT WILL ALLOW ME TO OPTIMISE FOR LOTS OF VARIABLES<br />
    31. 31. Bespoke audience segments<br />Behavioural<br />(site, section, time)<br />Audience Profiler<br />Ad interaction / clickers<br />Retargeting<br />(client site data)<br />Exclude existing customers<br />
    32. 32. AND IT’D BE GREAT TO BUY AND TARGET IN REAL-TIME<br />
    33. 33. Bidders evaluate request (hold auction among their advertisers) and send bid responses to the exchange, including bid price andcreative<br />Sites place an exchange tag on their pages with available inventory <br />Exchange evaluates all bid responses and selects winning bid <br />Winning bidder’s creative is served to the user. Bidder pays .01 more than 2nd place<br />5<br />Exchange federates bid requestto all bidders for an auction<br />6<br />4<br />3<br />1<br />Exchange<br />User types in a URL and browser renders webpage<br />2<br />Bidder<br />Bidder<br />Bidder<br />Bidder<br />Bidder<br />Bidder<br />Bidder<br />
    34. 34. SO I’LL GET THE RIGHT PERSON, AT THE RIGHT TIME, FOR THE RIGHT PRICE<br />
    35. 35.
    36. 36. THIS STUFF IS LIKE MINORITY REPORT!<br />
    37. 37. Media 4.0: Social Placement<br />
    38. 38. I WANT TO TARGET CAR LOVERS, WHERE SHALL I PUT MY ADS?<br />
    39. 39. WOULDN’T IT BE GREAT IF I COULD LEVERAGE THE SOCIAL GRAPH?<br />
    40. 40. SO ADS WOULD BE TARGETED AT PEOPLE BASED ON THEIR FRIENDS’ ACTIONS<br />
    41. 41.
    42. 42.
    43. 43.
    44. 44. THANK YOU<br />
    45. 45. ciaran.norris@mindshareworld.com<br />m-insights.blogspot.com<br />@ciaranj<br />
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×