Personalisation, Profiles & Policy: SearchLove Presentation
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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

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

  • 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 LOCATION GPS Positioning GPS Tagging
  • Social recommendations
  • A Vision (From 2007) Preferences Voice Recognition Recommendations KEYWORD SEARCH USER PROFILE 4D SEARCH TIME LOCATION GPS Positioning
  • 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 predict “true male” across all 600 attributes Segmentation for balance of reach and precision
  • 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
  • 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