A presentation I gave to the Data Driven Marketing Alliance 'Using data to gain an unfair advantage in advertising'. In the intro I make the comparison between poker & marketing. How the advent of content marketing has narrowed the knowledge gap in both fields meaning that those who use their data creatively are more likely to succeed. I then walkthrough the www.propelad.com product and show how we use ecommerce store data to create powerful Facebook adverts on demand.

1. Using data to gain an unfair advantage in
advertising
by
John Larkin
@jlarkin353

2. About me
Background in Marketing & Advertising
Hi!
@jlarkin353

3. About me
Background in Marketing & Advertising
then I found poker..
@jlarkin353

4. Poker is luck?
@jlarkin353

5. Poker is luck?
No.
Poker is about DATA
Data is Knowledge and Knowledge leads to
Advantage.
@jlarkin353

6. Poker is luck?
No.
Poker is about DATA
Data is Knowledge and Knowledge leads to
Advantage.
Advantage makes
Money
@jlarkin353

7. Are you Smarter than your Competition?
Maybe…
@jlarkin353

8. Does it matter?
It means less and less
every week, month, year…
@jlarkin353

9. We are living in the Age of
Content
@jlarkin353
MOOCS
Information is everywhere. Expertise can be
learned.
Blogs
Conference
s
eBooks
Webinars
Emails
White
papers
Training

10. The good old days
@jlarkin353
Remember when you could buy a click
for 1c?
Unique
Clicks
CPC
Reac
h
Frequen
cy
CTRClicks
Not bad for €50!

11. Advertising Today
@jlarkin353
Facebook Organic reach is declining
Paid Reach is essential
Much more competitive..
Using data to gain an advantage is crucial

12. Most SMBs just ‘Boost’
@jlarkin353

13. @jlarkin353

14. @jlarkin353

15. @jlarkin353

16. @jlarkin353

17. @jlarkin353

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19. @jlarkin353

20. How do we use data?
Three main types of adverts:
Custom Audiences
Lookalike Audiences
Website Custom Audiences
@jlarkin353

21. Lookalikes - Lead Gen
@jlarkin353

22. Retargeting
@jlarkin353

23. Cross Selling
@jlarkin353

24. Feedback?
@jlarkin353

25. Thanks!
@jlarkin353
How can you use your data creatively to
gain a competitive advantage and get
better results?