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Data Driven Advertising in the Social Web<br />Lecture / FH FurtwangenMichael Altendorf11.5.2011<br />
AGENDA <br />	PART 1: THE NEW MARKET<br />	PART 2: SOCIAL DATA<br />	PART 3: OPPORTUNITIES<br />
PART 1: THE NEW MARKET<br />
Even in the beginning <br />the web was about people<br /><ul><li>Communication Services started the digital revolution in...
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 </li></ul>Source: Computer History Museum<br />
The Social Web market is already No 1<br />The Social Web may still be in its early phases, <br />but it is likely to tran...
Facebook‘s revenues increase fast<br />"Its early days are unproven fully, but Facebook believes that's the holy grail," o...
And Facebook‘s valuation increases even faster (max ~95B) <br />Source: Techcrunch.com<br />
Plattform vs. One Trick Pony<br />Very hard to generate first network effects <br />Difficult monetization as it is indire...
Data Driven Advertising -  Closed loop process automation<br />Planning<br />Define your target audience. Select from fixe...
The Market of Today – Web 1.0 Companies rule the game<br /><ul><li>Absolutely crowded with VC funded companies and highly ...
Problem: To find out who is leading in technology and who is leading but personal network </li></li></ul><li>The Market of...
2011 is the year of M&A
Single tools will become platforms
Older technologies will disappear</li></li></ul><li>The online Marketing Value Chain<br />$5.00 CPM<br />$5.00<br />($0.50...
The Social data revolution – Websites like Social Networks can increase their power<br />Source: http://www.slideshare.net...
The new data layer will add more middleman<br />Source: http://www.slideshare.net/tkawaja/terence-kawajas-iab-networks-and...
Privacy – What is needed for the personalized web?<br /><ul><li>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?</li></ul>1. Person...
PART 2: SOCIAL DATA<br />
The New Information Age<br />Source: http://techcrunch.com/2011/04/10/the-new-information-age/<br />
What kind of data is available?<br />Context<br />Interests - Intent<br />Identity<br />Confidential<br />18<br />Source: ...
Data is the key & social networks are leading<br />Source: http://www.slideshare.net/tkawaja/terence-kawajas-iab-networks-...
Social Data bringshighest user experience + clickrates<br /><ul><li>No more anonymization on the web
Everything will be tracked. Even more on mobile
Desktop/TV – and mobile convergence</li></li></ul><li>Single Sign-On & Facebook Connect<br />SOCIALWEB<br />YOURWEBSITE<br />
Single Sign-On Technologies / Facebook Connect rules the game<br />Which Profile Data are available?<br />
Amazon: Social Shopping with Facebook Connect<br />SOCIALSHOPPING<br />After Connecting with Facebook, Amazon gives you re...
<ul><li>Content
Collaborative Filtering
Advertising
Recommendations</li></ul>Personalized Experience with Facebook Connect<br />
<ul><li>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</li></ul>Instant P...
Real Time Identitfication<br />
Augmented Reality<br />
Virtual Worlds of today-  Zynga'sFarmville<br /><ul><li>Today Social Games are in the first level like Farmville or typica...
Tomorrow augmented reality games  and physical world will converge
Example: Mobile GPS based games</li></li></ul><li>Badoois the Top Facebook App, thatisDatingnogame<br />
PART 3: OPPORTUNITIES<br />
Facebook to communicate with your oldfriends<br />
Badooto get in touch with newfriends<br />
Foursquareaddslocationawareness<br />
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Adtelligence - Data Driven Advertising &_Targeting in the Social Web - Lecture

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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

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  • The combination oftwitter, facerecognition and mobile data flat allows the convergence of digital and normal life
  • Transcript of "Adtelligence - Data Driven Advertising &_Targeting in the Social Web - Lecture"

    1. 1. Data Driven Advertising in the Social Web<br />Lecture / FH FurtwangenMichael Altendorf11.5.2011<br />
    2. 2. AGENDA <br /> PART 1: THE NEW MARKET<br /> PART 2: SOCIAL DATA<br /> PART 3: OPPORTUNITIES<br />
    3. 3. PART 1: THE NEW MARKET<br />
    4. 4. Even in the beginning <br />the web was about people<br /><ul><li>Communication Services started the digital revolution in the 90ies
    5. 5. Mobile Data/internet flatrate will change life of many people around the world
    6. 6. The personalized web comes close to the first vision of the internet
    7. 7. Communication is everywhere, even your new TV will have Skype </li></ul>Source: Computer History Museum<br />
    8. 8. The Social Web market is already No 1<br />The Social Web may still be in its early phases, <br />but it is likely to transform the fundamental businesses <br />of the Internet <br />far more rapidly than the incumbents anticipate.<br />»<br />»<br />(Accel Ventures – The rise of the social web, 2009)<br />
    9. 9. Facebook‘s revenues increase fast<br />"Its early days are unproven fully, but Facebook believes that's the holy grail," observed analysis Kawaja.<br />
    10. 10. And Facebook‘s valuation increases even faster (max ~95B) <br />Source: Techcrunch.com<br />
    11. 11. Plattform vs. One Trick Pony<br />Very hard to generate first network effects <br />Difficult monetization as it is indirect<br />e.g. Apps with $1 each or typical digital goods<br />Source: Facebook HACK<br />
    12. 12. Data Driven Advertising - Closed loop process automation<br />Planning<br />Define your target audience. Select from fixed audiences existing categories such as demography, occupation, education, and hobbies, or design your own unique target group.<br />Ad Serving<br />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.<br />Market Intelligence<br />Incorporate your new findings directly into your marketing plan to achieve a higher ROI <br />Reporting<br />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.<br />Analytics<br />Real time campaign Optimization<br />
    13. 13. The Market of Today – Web 1.0 Companies rule the game<br /><ul><li>Absolutely crowded with VC funded companies and highly competitive
    14. 14. Problem: To find out who is leading in technology and who is leading but personal network </li></li></ul><li>The Market of Tomorrow<br /><ul><li>The market is consolidating
    15. 15. 2011 is the year of M&A
    16. 16. Single tools will become platforms
    17. 17. Older technologies will disappear</li></li></ul><li>The online Marketing Value Chain<br />$5.00 CPM<br />$5.00<br />($0.50)<br />(CPM)<br />($2.00)<br />($0.25)<br />($1.80)<br />($0.35)<br />($0.10)<br />$0.00<br />Advertisers<br />Agencies<br />Ad Network<br />Data Provider<br />Ad Exchange<br />Ad Serving/ Rich Media<br />Publishers<br />
    18. 18. The Social data revolution – Websites like Social Networks can increase their power<br />Source: http://www.slideshare.net/tkawaja/terence-kawajas-iab-networks-and-exchanges-keynote<br />
    19. 19. The new data layer will add more middleman<br />Source: http://www.slideshare.net/tkawaja/terence-kawajas-iab-networks-and-exchanges-keynote<br />
    20. 20. Privacy – What is needed for the personalized web?<br /><ul><li>Is Facebook private?
    21. 21. Is data on the web private?
    22. 22. Why is Foursquare (or i.e. Nike+ GPS data) used such often, if nobody wants to put private data online?</li></ul>1. Personal Data<br />2. Demographics: Age, Job, Joblevel etc.<br />3. Interests like Music, Movies, Books, Sports or even Quotations<br />4. Geo Data like City, Holiday Destination<br />5. Friends & Social Graph<br />6. Acitivities in Groups<br />7. Wall and Comments<br />8. Fotos<br />9. Specials e.g. Blogs or Videopodcasts after Content OK ( Gmail)<br />Further use of optional User Data only under the terms of data Protection<br />Beside the Data Protection you should respect the State of the User<br />
    23. 23. PART 2: SOCIAL DATA<br />
    24. 24. The New Information Age<br />Source: http://techcrunch.com/2011/04/10/the-new-information-age/<br />
    25. 25. What kind of data is available?<br />Context<br />Interests - Intent<br />Identity<br />Confidential<br />18<br />Source: Greg Stuart greg@gregstuart.com /Slideshare<br />18<br />
    26. 26. Data is the key & social networks are leading<br />Source: http://www.slideshare.net/tkawaja/terence-kawajas-iab-networks-and-exchanges-keynote<br />SOCIAL <br />TARGETING<br />
    27. 27. Social Data bringshighest user experience + clickrates<br /><ul><li>No more anonymization on the web
    28. 28. Everything will be tracked. Even more on mobile
    29. 29. Desktop/TV – and mobile convergence</li></li></ul><li>Single Sign-On & Facebook Connect<br />SOCIALWEB<br />YOURWEBSITE<br />
    30. 30. Single Sign-On Technologies / Facebook Connect rules the game<br />Which Profile Data are available?<br />
    31. 31. Amazon: Social Shopping with Facebook Connect<br />SOCIALSHOPPING<br />After Connecting with Facebook, Amazon gives you recommendations based on your and your friends public information. <br />For Amazon, knowing which of their Customers knowing each other would be an extremely powerfull marketing tool. <br />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.<br />
    32. 32. <ul><li>Content
    33. 33. Collaborative Filtering
    34. 34. Advertising
    35. 35. Recommendations</li></ul>Personalized Experience with Facebook Connect<br />
    36. 36. <ul><li>Not “liked” – user does not get informed what happened
    37. 37. Is now on hold at Facebook
    38. 38. Sales houses will push this approach together with behavioral targeting vendors again as well to have a</li></ul>Instant Personalization – End of privacy?(Facebook stopped rollout due to transparency)<br />
    39. 39. Real Time Identitfication<br />
    40. 40. Augmented Reality<br />
    41. 41. Virtual Worlds of today- Zynga'sFarmville<br /><ul><li>Today Social Games are in the first level like Farmville or typical Facebook games
    42. 42. Tomorrow augmented reality games and physical world will converge
    43. 43. Example: Mobile GPS based games</li></li></ul><li>Badoois the Top Facebook App, thatisDatingnogame<br />
    44. 44. PART 3: OPPORTUNITIES<br />
    45. 45. Facebook to communicate with your oldfriends<br />
    46. 46. Badooto get in touch with newfriends<br />
    47. 47. Foursquareaddslocationawareness<br />
    48. 48. Yelpadds a businessinformationlayer on Google maps<br />
    49. 49. Groupon real time shopping<br />
    50. 50. Twitter User generated News, faster than Reuters<br />
    51. 51. Opportunities in many areas! The new market: „Social Web“<br />
    52. 52. <ul><li>Social Web with new kind of data
    53. 53. Real Time
    54. 54. Personalized Content portals and ecommerce
    55. 55. Location Awareness
    56. 56. Mobile everywhere</li></ul>What to look for in the future<br />
    57. 57. APPENDIX<br />
    58. 58. Companies:<br />www.adtelligence.de<br />www.gravity.com/www.thecleversense.com/www.kamvar.org<br />www.peerset.com<br />www.media6degrees.com<br />Articles<br />http://techcrunch.com/2011/04/10/the-new-information-age/<br />http://www.slideshare.net/tkawaja/terence-kawajas-iab-networks-and-exchanges-keynote<br />http://www.youtube.com/watch?v=35fNDzUe0vE<br />www.slideshare.net/tkawaja/the-scienceification-of-media<br />http://www.gpbullhound.com/researchpdf/GPBullhound%20Report%20-%20The%20Social%20Media%20Explosion%20-%20August%202010.pdf<br />http://www.accel.com/download.php?file_id=80<br />More Information<br />
    59. 59. Check it out: www.adtelligence.de<br />Become a fan: www.facebook.com/adtelligence<br />About ADTELLIGENCE<br />
    60. 60. <ul><li>ADTELLIGENCE is a high-tech company in the metropolitan Rhine-Neckar region of Germany
    61. 61. Founded by Michael Altendorf and Dr. Cyrille Waguet (SAP’s chief software architect of BI unit), together with venture capitalists
    62. 62. Team consists of experts that formerly held key positions at SAP, Google, & IBM
    63. 63. 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
    64. 64. ADTELLIGENCE got awarded at the Intel Technology Entrepreneurship Challenge 2010 (IBTEC) in Berkeley </li></ul>About ADTELLIGENCE<br />
    65. 65. Some impressions<br />BUSINESS INTELLIGENCE<br />SELF-BOOKINGPLATFORM<br />SOCIALANALYTICS<br />GEOTARGETING<br />INTERESTTARGETING<br />eCommerceAnalytics<br />
    66. 66. <ul><li>User data is captured in real time via an API when users log-in and calculates within milliseconds which ad fits best which profile.
    67. 67. 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.</li></ul>Social Targeting & Dynamic Personalization Process<br />
    68. 68. Dynamic Personalization and Sales Funnel Analysis<br />1. Der Nutzer klickt auf den zielgruppen- optimierter Banner<br />2. Die Webseite passt sich dynamisch an die Bedürfnisse des Nutzers an<br />3. Der Nutzer wählt Ihre Produkte aus<br />4. Nach der Auswahl klickt der Nutzer auf "bestellen"<br />5. Die Daten des Nutzers werden abgefragt <br />6. Die Artikel sind gekauft<br />Abbruch<br />z.B. nicht alle Daten zur Hand<br />Abbruch<br />3. Reminder<br />Per E-Mail<br />Per Rückruf<br />Re-Targeting<br />1.Unvollständige Bestellung wird aufgenommen<br />Re-Targeting<br />Der Nutzer wird immer wieder in den Kaufprozess zurückgeleitet. Absprungraten werden so minimiert.<br />- 20%<br />- 25%<br />- 25%<br />Fußballtickets<br />Frauenschuhe<br />Frauenschuhe<br />2. Fehlende Daten werden nachgereicht<br />Formular ausdrucken & per Post schicken<br />Im Kundenbereich einloggen und Daten eintragen<br />Per Telefon<br />
    69. 69. Social Analytics for eCommerce<br /><ul><li>Take Advantage of Social Analytics: Who is on your Website and who is interested in which Products?
    70. 70. Increase your Conversions with next Generation Web Analytics
    71. 71. Use the Data for your Market Intelligence and learn more about your Target Audience</li></li></ul><li>Check it out: www.adtelligence.de<br />Become a fan: www.facebook.com/adtelligence<br />Thank You!<br />

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