Your SlideShare is downloading. ×
0
PERSONALISATION,
PROFILES & POLICY
CIARÁN NORRIS
D I R E C T O R
EMERGING MEDIA
67 countries
6,000 people
100s clients
£millions of spend
Here’s
one I did
earlier
Except, I
didn’t
I’ve Been Here Before…
A Vision (From 2007)
Preferences

Voice Recognition

Recommendations
KEYWORD
SEARCH

USER PROFILE

4D
SEARCH
TIME

LOCATIO...
Social
recommendations
A Vision (From 2007)
Preferences

Voice Recognition

Recommendations
KEYWORD
SEARCH

USER PROFILE

4D
SEARCH
TIME

LOCATIO...
It’s Not Just SoLoMo
It’s Not Just SoLoMo
And It’s Not Just Google
Stuff
Facebook
Thinks I’ll
Like
The Rest Of The
Noise

Stuff
Facebook
Thinks I’ll
Like
So, This Is All Great.
Right?
And Facebook Likes Also Drive Brand
And +1 Can Reduce CPC
But!
Image by Pete Birkinshaw on flickr
Image byby Zero Emission Resource Organisation on flickr
Image Pete Birkinshawon flickr
The Present Bias
The Present Bias

Designed by Dr.-Ing. Joachim Feldmann
Who Do You Think
Won The Twitter
Election?
We Need New Ways Of
Categorising
And +1 Can Reduce CPC
And We Can Sell Like
This
1. Collect confirmed data

~ 5,000,000 profiles

2. Prediction modelling

3. Segmentation

Statistical models are built to...
Average
Booking
Value

Bookings

Media Spend

Revenue

CPM

Cost Per
Booking

Prospecting

52

$13,408

$28,261

$1.37

$2...
And It Doesn’t End
There
YouTube Trueview
Promoted Tweets
Promoted Tweets
Promoted Tweets
So, All Good?
scubadive67 on flickr
Introduction

Rock Cohen on flickr
Zimpenfish on flickr
Cameron Perkins on flickr
Kathryn Rotondo on flickr
Conclusions
Want To Rank? Get Social
Get Noticed? Social Context
Save Money? Go DSP
Cookies?…
http://www.indra.com/8ball/front.html
http://www.indra.com/8ball/front.html
Kathryn Rotondo on flickr
Personalisation, Profiles & Policy: SearchLove Presentation
Personalisation, Profiles & Policy: SearchLove Presentation
Personalisation, Profiles & Policy: SearchLove Presentation
Personalisation, Profiles & Policy: SearchLove Presentation
Personalisation, Profiles & Policy: SearchLove Presentation
Personalisation, Profiles & Policy: SearchLove Presentation
Personalisation, Profiles & Policy: SearchLove Presentation
Personalisation, Profiles & Policy: SearchLove Presentation
Personalisation, Profiles & Policy: SearchLove Presentation
Personalisation, Profiles & Policy: SearchLove Presentation
Personalisation, Profiles & Policy: SearchLove Presentation
Personalisation, Profiles & Policy: SearchLove Presentation
Upcoming SlideShare
Loading in...5
×

Personalisation, Profiles & Policy: SearchLove Presentation

173

Published on

Data surrounds us and is increasingly used in advertising. But is that a good thing? A look at the issues surrounding the increased use of personalisation and potential policy implications for marketers

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

  • Be the first to like this

No Downloads
Views
Total Views
173
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
2
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Transcript of "Personalisation, Profiles & Policy: SearchLove Presentation"

  1. 1. PERSONALISATION, PROFILES & POLICY CIARÁN NORRIS D I R E C T O R EMERGING MEDIA
  2. 2. 67 countries 6,000 people 100s clients £millions of spend
  3. 3. Here’s one I did earlier
  4. 4. Except, I didn’t
  5. 5. I’ve Been Here Before…
  6. 6. A Vision (From 2007) Preferences Voice Recognition Recommendations KEYWORD SEARCH USER PROFILE 4D SEARCH TIME LOCATION GPS Positioning GPS Tagging
  7. 7. Social recommendations
  8. 8. A Vision (From 2007) Preferences Voice Recognition Recommendations KEYWORD SEARCH USER PROFILE 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. Stuff Facebook Thinks I’ll Like
  13. 13. The Rest Of The Noise Stuff Facebook Thinks 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 Bias Designed 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 ~ 5,000,000 profiles 2. Prediction modelling 3. Segmentation Statistical models are built to predict “true male” across all 600 attributes Segmentation for balance of reach and precision
  27. 27. Average Booking Value Bookings Media Spend Revenue CPM Cost Per Booking Prospecting 52 $13,408 $28,261 $1.37 $260 $548 Prospecting – 3rd Party Data 64 $9,898 $48,082 $3.88 $154 $747 Total 116 $23,306 $76,343 $1.89 $201 $658 Segment 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. Introduction Rock 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 Social Get 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.html Kathryn Rotondo on flickr
  1. A particular slide catching your eye?

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

×