Personalisation, Profiles & Policy: SearchLove Presentation

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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

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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

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