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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 …

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

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  • 1. PERSONALISATION, PROFILES & POLICY CIARÁN NORRIS D I R E C T O R EMERGING MEDIA
  • 2. 67 countries 6,000 people 100s clients £millions of spend
  • 3. Here’s one I did earlier
  • 4. Except, I didn’t
  • 5. I’ve Been Here Before…
  • 6. A Vision (From 2007) Preferences Voice Recognition Recommendations KEYWORD SEARCH USER PROFILE 4D SEARCH TIME LOCATION GPS Positioning GPS Tagging
  • 7. Social recommendations
  • 8. A Vision (From 2007) Preferences Voice Recognition Recommendations KEYWORD SEARCH USER PROFILE 4D SEARCH TIME LOCATION GPS Positioning
  • 9. It’s Not Just SoLoMo
  • 10. It’s Not Just SoLoMo
  • 11. And It’s Not Just Google
  • 12. Stuff Facebook Thinks I’ll Like
  • 13. The Rest Of The Noise Stuff Facebook Thinks I’ll Like
  • 14. So, This Is All Great. Right?
  • 15. And Facebook Likes Also Drive Brand
  • 16. And +1 Can Reduce CPC
  • 17. But!
  • 18. Image by Pete Birkinshaw on flickr
  • 19. Image byby Zero Emission Resource Organisation on flickr Image Pete Birkinshawon flickr
  • 20. The Present Bias
  • 21. The Present Bias Designed by Dr.-Ing. Joachim Feldmann
  • 22. Who Do You Think Won The Twitter Election?
  • 23. We Need New Ways Of Categorising
  • 24. And +1 Can Reduce CPC
  • 25. And We Can Sell Like This
  • 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. 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. And It Doesn’t End There
  • 29. YouTube Trueview
  • 30. Promoted Tweets
  • 31. Promoted Tweets
  • 32. Promoted Tweets
  • 33. So, All Good?
  • 34. scubadive67 on flickr
  • 35. Introduction Rock Cohen on flickr
  • 36. Zimpenfish on flickr
  • 37. Cameron Perkins on flickr
  • 38. Kathryn Rotondo on flickr
  • 39. Conclusions Want To Rank? Get Social Get Noticed? Social Context Save Money? Go DSP Cookies?…
  • 40. http://www.indra.com/8ball/front.html
  • 41. http://www.indra.com/8ball/front.html Kathryn Rotondo on flickr