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Tech Talk with R/GA: Algorithmic Matchmaking

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R/GA approaches media in the same innovative way as we do in our award-winning creative practice. We look at what the market is doing and apply different strategies and tactics to achieve brand ...

R/GA approaches media in the same innovative way as we do in our award-winning creative practice. We look at what the market is doing and apply different strategies and tactics to achieve brand goals. When everyone zigs, we zag. We’ll discuss how R/GA has recently built out our Media & Connections department with Data Scientists who specialize in the Decision and Social sciences to create algorithms, performance models and budget allocation scenarios for all types of advertisers and campaigns.

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  • Our audience 3x more likely to follow celebrity news and popular musicWe bid for new fans in the Facebook “auction” using interest descriptions like “Gourmet,” “dinner party” but we were being outspent
  • Our audience 3x more likely to follow celebrity news and popular musicThis is a third of the cost of the conventional “gourmet” targetRyan Gosling is cheap!

Tech Talk with R/GA: Algorithmic Matchmaking Presentation Transcript

  • 1. R/GA Media Connections Digiday Retail Summit January 30, 2014 Proprietary & Confidential. © 2014 R/GA All rights reserved.
  • 2. Marketing Science mar·ket·ing [mahr-ki-ting] sci·ence [sahy-uhns] the total of activities involved in the transfer of goods from the producer or seller to the consumer or buyer, including advertising, shipping, storing, and selling. knowledge, as of facts or principles; knowledge gained by systematic study. Proprietary & Confidential. © 2014 R/GA All rights reserved. /2
  • 3. OUTSPEND Traditional media strategies typically look to outspend the competition or OUTSMART R/GA uses Decision and Social Sciences to exploit undervalued opportunities Proprietary & Confidential. © 2014 R/GA All rights reserved. /3
  • 4. OUTSMART CREATIVE • Campaigns • Platforms • Products Algorithmic Matchmaking Proprietary & Confidential. © 2014 R/GA All rights reserved. OPPORTUNITIES • Audiences • Channels • Partners • Timing /4
  • 5. Sample Algorithms Integrated Search Maximize collective returns across search Performance Points Balance scale and efficiency Staircase Approach Z-Flighting DMA Lift Maintain engagement while growing Likes Efficiently engage interest groups Maximize performance in key DMAs Proprietary & Confidential. © 2014 R/GA All rights reserved. /5
  • 6. Algorithms to outsmart the competition Proprietary & Confidential. © 2014 R/GA All rights reserved. /6
  • 7. Algorithms to outsmart the competition Connections Planning Findability/ Search Trading Desk Proprietary & Confidential. © 2014 R/GA All rights reserved. Planning/ Buying /7
  • 8. Proprietary & Confidential. © 2014 R/GA All rights reserved. /8
  • 9. Target Declared Interest: Gourmet Food Proprietary & Confidential. © 2014 R/GA All rights reserved. Facebook “Auction” /9
  • 10. Declared Interest: Gourmet Food Target We discovered an undervalued route to the audience Proprietary & Confidential. © 2014 R/GA All rights reserved. Adjacent Interests: Celebrity News & Popular Music / 10
  • 11. Proprietary & Confidential. © 2014 R/GA All rights reserved. / 11
  • 12. Proprietary & Confidential. © 2014 R/GA All rights reserved. / 12
  • 13. Thank You. Dan Fradin dan.fradin@rga.com