Behaviourial Contextual and Semantic Targeting | Rob Watt, Razorfish | iStrategy, London

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There is a new and compelling opportunity to create one-to one personalized messaging that can be aimed at the mass of consumers that are further up the purchase funnel, in the awareness and consideration stages.

Presented by Rob Watt, Managing Partner of Razorfish during iStrategy London 2010

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  • When I started planning online advertising campaigns in 1997, it was all very simple. It was a DR dream, it was pretty easy to run a successful campaign that drove sales at a significantly better ROI than other channels just by a “spray & pray” scattergun display approach. All was good for 5/6 years through the dot com boom and bust, then things started to get a bit more complicated…
  • Behaviourial Contextual and Semantic Targeting | Rob Watt, Razorfish | iStrategy, London

    1. 1. Where’s my jetpack?
    2. 2. Where’s my jetpack? “The old paradigm, a system of mass production, mass media, and mass marketing, is being replaced by a totally new paradigm, a one-to-one economic system” Don Peppers & Martha Rogers – The One to One Future
    3. 3. Page 3 © 2010 Razorfish. All rights reserved.
    4. 4. Page 5 © 2010 Razorfish. All rights reserved.
    5. 5. Page 6 © 2010 Razorfish. All rights reserved. Geographic IP Attitudinal Demographic Contextual Behavioural Social Interests Time
    6. 6. Page 8 © 2010 Razorfish. All rights reserved.
    7. 7. Page 9 © 2010 Razorfish. All rights reserved.
    8. 8. Page 10 © 2010 Razorfish. All rights reserved.
    9. 9. Page 11 © 2010 Razorfish. All rights reserved.
    10. 10. Page 12 © 2010 Razorfish. All rights reserved.
    11. 11. Page 15 © 2010 Razorfish. All rights reserved.
    12. 12. Page 16 © 2010 Razorfish. All rights reserved.
    13. 13. Page 17 © 2010 Razorfish. All rights reserved. INTEREST INTENT INSTANCES
    14. 14. Page 18 © 2010 Razorfish. All rights reserved. How to build a personalisation engine
    15. 15. Page 19 © 2010 Razorfish. All rights reserved. Marketing Engagement Landscape
    16. 16. Page 20 © 2010 Razorfish. All rights reserved.
    17. 17. Page 21 © 2010 Razorfish. All rights reserved.
    18. 18. THANKS rob.watt@razorfish.com

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