• Save
Adtelligence - Data Driven Advertising &_Targeting in the Social Web - Lecture
Upcoming SlideShare
Loading in...5
×
 

Adtelligence - Data Driven Advertising &_Targeting in the Social Web - Lecture

on

  • 4,367 views

The Social Web will change the internet market of the future and especially online marketing business models. Data driven advertising, new kinds of social targeting, realtime data and mobile will lead ...

The Social Web will change the internet market of the future and especially online marketing business models. Data driven advertising, new kinds of social targeting, realtime data and mobile will lead the game.
Market overview, social data and future market potentials

Statistics

Views

Total Views
4,367
Views on SlideShare
4,357
Embed Views
10

Actions

Likes
5
Downloads
0
Comments
0

6 Embeds 10

https://twitter.com 4
http://www.linkedin.com 2
http://twitter.com 1
http://paper.li 1
http://noahinsider.com 1
http://www.scoop.it 1

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • The combination oftwitter, facerecognition and mobile data flat allows the convergence of digital and normal life

Adtelligence - Data Driven Advertising &_Targeting in the Social Web - Lecture Adtelligence - Data Driven Advertising &_Targeting in the Social Web - Lecture Presentation Transcript

  • Data Driven Advertising in the Social Web
    Lecture / FH FurtwangenMichael Altendorf11.5.2011
  • AGENDA
    PART 1: THE NEW MARKET
    PART 2: SOCIAL DATA
    PART 3: OPPORTUNITIES
  • PART 1: THE NEW MARKET
  • Even in the beginning
    the web was about people
    • Communication Services started the digital revolution in the 90ies
    • Mobile Data/internet flatrate will change life of many people around the world
    • The personalized web comes close to the first vision of the internet
    • Communication is everywhere, even your new TV will have Skype
    Source: Computer History Museum
  • The Social Web market is already No 1
    The Social Web may still be in its early phases,
    but it is likely to transform the fundamental businesses
    of the Internet
    far more rapidly than the incumbents anticipate.
    »
    »
    (Accel Ventures – The rise of the social web, 2009)
  • Facebook‘s revenues increase fast
    "Its early days are unproven fully, but Facebook believes that's the holy grail," observed analysis Kawaja.
  • And Facebook‘s valuation increases even faster (max ~95B)
    Source: Techcrunch.com
  • Plattform vs. One Trick Pony
    Very hard to generate first network effects
    Difficult monetization as it is indirect
    e.g. Apps with $1 each or typical digital goods
    Source: Facebook HACK
  • Data Driven Advertising - Closed loop process automation
    Planning
    Define your target audience. Select from fixed audiences existing categories such as demography, occupation, education, and hobbies, or design your own unique target group.
    Ad Serving
    The delivery is fully automated within the Advertising Platform. Just choose a banner, specify the duration of the campaign, select a target group... and you‘re done! Real time campaign and conversion optimization.
    Market Intelligence
    Incorporate your new findings directly into your marketing plan to achieve a higher ROI
    Reporting
    You will receive an evaluation of your campaign in real time. Learn more about your users: How old are they? Where do they live? Are they female or male? Interests? Or integrate the social media measurement tools as you see fit.
    Analytics
    Real time campaign Optimization
  • The Market of Today – Web 1.0 Companies rule the game
    • Absolutely crowded with VC funded companies and highly competitive
    • Problem: To find out who is leading in technology and who is leading but personal network
  • The Market of Tomorrow
    • The market is consolidating
    • 2011 is the year of M&A
    • Single tools will become platforms
    • Older technologies will disappear
  • The online Marketing Value Chain
    $5.00 CPM
    $5.00
    ($0.50)
    (CPM)
    ($2.00)
    ($0.25)
    ($1.80)
    ($0.35)
    ($0.10)
    $0.00
    Advertisers
    Agencies
    Ad Network
    Data Provider
    Ad Exchange
    Ad Serving/ Rich Media
    Publishers
  • The Social data revolution – Websites like Social Networks can increase their power
    Source: http://www.slideshare.net/tkawaja/terence-kawajas-iab-networks-and-exchanges-keynote
  • The new data layer will add more middleman
    Source: http://www.slideshare.net/tkawaja/terence-kawajas-iab-networks-and-exchanges-keynote
  • Privacy – What is needed for the personalized web?
    • Is Facebook private?
    • Is data on the web private?
    • Why is Foursquare (or i.e. Nike+ GPS data) used such often, if nobody wants to put private data online?
    1. Personal Data
    2. Demographics: Age, Job, Joblevel etc.
    3. Interests like Music, Movies, Books, Sports or even Quotations
    4. Geo Data like City, Holiday Destination
    5. Friends & Social Graph
    6. Acitivities in Groups
    7. Wall and Comments
    8. Fotos
    9. Specials e.g. Blogs or Videopodcasts after Content OK ( Gmail)
    Further use of optional User Data only under the terms of data Protection
    Beside the Data Protection you should respect the State of the User
  • PART 2: SOCIAL DATA
  • The New Information Age
    Source: http://techcrunch.com/2011/04/10/the-new-information-age/
  • What kind of data is available?
    Context
    Interests - Intent
    Identity
    Confidential
    18
    Source: Greg Stuart greg@gregstuart.com /Slideshare
    18
  • Data is the key & social networks are leading
    Source: http://www.slideshare.net/tkawaja/terence-kawajas-iab-networks-and-exchanges-keynote
    SOCIAL
    TARGETING
  • Social Data bringshighest user experience + clickrates
    • No more anonymization on the web
    • Everything will be tracked. Even more on mobile
    • Desktop/TV – and mobile convergence
  • Single Sign-On & Facebook Connect
    SOCIALWEB
    YOURWEBSITE
  • Single Sign-On Technologies / Facebook Connect rules the game
    Which Profile Data are available?
  • Amazon: Social Shopping with Facebook Connect
    SOCIALSHOPPING
    After Connecting with Facebook, Amazon gives you recommendations based on your and your friends public information.
    For Amazon, knowing which of their Customers knowing each other would be an extremely powerfull marketing tool.
    For the Users it can be very helpful to know each others interests, e.g. for buying birthday presents or borrow DVDs which are already bought by friends.
    • Content
    • Collaborative Filtering
    • Advertising
    • Recommendations
    Personalized Experience with Facebook Connect
    • Not “liked” – user does not get informed what happened
    • Is now on hold at Facebook
    • Sales houses will push this approach together with behavioral targeting vendors again as well to have a
    Instant Personalization – End of privacy?(Facebook stopped rollout due to transparency)
  • Real Time Identitfication
  • Augmented Reality
  • Virtual Worlds of today- Zynga'sFarmville
    • Today Social Games are in the first level like Farmville or typical Facebook games
    • Tomorrow augmented reality games and physical world will converge
    • Example: Mobile GPS based games
  • Badoois the Top Facebook App, thatisDatingnogame
  • PART 3: OPPORTUNITIES
  • Facebook to communicate with your oldfriends
  • Badooto get in touch with newfriends
  • Foursquareaddslocationawareness
  • Yelpadds a businessinformationlayer on Google maps
  • Groupon real time shopping
  • Twitter User generated News, faster than Reuters
  • Opportunities in many areas! The new market: „Social Web“
    • Social Web with new kind of data
    • Real Time
    • Personalized Content portals and ecommerce
    • Location Awareness
    • Mobile everywhere
    What to look for in the future
  • APPENDIX
  • Companies:
    www.adtelligence.de
    www.gravity.com/www.thecleversense.com/www.kamvar.org
    www.peerset.com
    www.media6degrees.com
    Articles
    http://techcrunch.com/2011/04/10/the-new-information-age/
    http://www.slideshare.net/tkawaja/terence-kawajas-iab-networks-and-exchanges-keynote
    http://www.youtube.com/watch?v=35fNDzUe0vE
    www.slideshare.net/tkawaja/the-scienceification-of-media
    http://www.gpbullhound.com/researchpdf/GPBullhound%20Report%20-%20The%20Social%20Media%20Explosion%20-%20August%202010.pdf
    http://www.accel.com/download.php?file_id=80
    More Information
  • Check it out: www.adtelligence.de
    Become a fan: www.facebook.com/adtelligence
    About ADTELLIGENCE
    • ADTELLIGENCE is a high-tech company in the metropolitan Rhine-Neckar region of Germany
    • Founded by Michael Altendorf and Dr. Cyrille Waguet (SAP’s chief software architect of BI unit), together with venture capitalists
    • Team consists of experts that formerly held key positions at SAP, Google, & IBM
    • With its technology, ADTELLIGENCE creates the basis for successful business models in Web 2.0 & mobile platforms, increasing the competitiveness of social media services over traditional media
    • ADTELLIGENCE got awarded at the Intel Technology Entrepreneurship Challenge 2010 (IBTEC) in Berkeley
    About ADTELLIGENCE
  • Some impressions
    BUSINESS INTELLIGENCE
    SELF-BOOKINGPLATFORM
    SOCIALANALYTICS
    GEOTARGETING
    INTERESTTARGETING
    eCommerceAnalytics
    • User data is captured in real time via an API when users log-in and calculates within milliseconds which ad fits best which profile.
    • Targeting / matchinghappens up to millions of times per second. Huge benefit: we scale the matching algorithms to millions of calculations per second and have minimal infrastructure costs at the same time.
    Social Targeting & Dynamic Personalization Process
  • Dynamic Personalization and Sales Funnel Analysis
    1. Der Nutzer klickt auf den zielgruppen- optimierter Banner
    2. Die Webseite passt sich dynamisch an die Bedürfnisse des Nutzers an
    3. Der Nutzer wählt Ihre Produkte aus
    4. Nach der Auswahl klickt der Nutzer auf "bestellen"
    5. Die Daten des Nutzers werden abgefragt
    6. Die Artikel sind gekauft
    Abbruch
    z.B. nicht alle Daten zur Hand
    Abbruch
    3. Reminder
    Per E-Mail
    Per Rückruf
    Re-Targeting
    1.Unvollständige Bestellung wird aufgenommen
    Re-Targeting
    Der Nutzer wird immer wieder in den Kaufprozess zurückgeleitet. Absprungraten werden so minimiert.
    - 20%
    - 25%
    - 25%
    Fußballtickets
    Frauenschuhe
    Frauenschuhe
    2. Fehlende Daten werden nachgereicht
    Formular ausdrucken & per Post schicken
    Im Kundenbereich einloggen und Daten eintragen
    Per Telefon
  • Social Analytics for eCommerce
    • Take Advantage of Social Analytics: Who is on your Website and who is interested in which Products?
    • Increase your Conversions with next Generation Web Analytics
    • Use the Data for your Market Intelligence and learn more about your Target Audience
  • Check it out: www.adtelligence.de
    Become a fan: www.facebook.com/adtelligence
    Thank You!