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You Can't Beat The Model

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You Can't Beat The Model

  1. 1. Who am I?Company ADVERTISING e-X combines world-class data and technology to help brandsPlatform INTELLIGENCE define, model and reach their audiences online. PLATFORM Our audience engagement divisions apply advertising intelligence to deliver high-impact, high-engagementDivisions campaigns across display, video and mobile to more than 450 million unique monthly users worldwide. Advertising Intelligence 2
  2. 2. Have you not heard of us? 1,255 873 800 702 495 482 481 Global monthly unique visitors (2012 average, comScore) 361 (In millions) 300 244 Advertising Intelligence 3
  3. 3. Big data: Why you cant beat themodel in online audience targetingDoug ConelySenior Director, Global Data & Targetingwww.exponential.com 4
  4. 4. Online data overshadows even the biggest events Advertising Intelligence 5
  5. 5. And there’s all sorts of it DEMOGRAPHIC SEARCH SOCIAL GRAPH BEHAVIORAL Advertising Intelligence 6
  6. 6. Regardless of which data set you use it into actionBut it’s all meaningless unless you turn DATA INFORMATION INSIGHT ACTION Advertising Intelligence 7
  7. 7. From data to informationhttp://www.techradar.com/reviews/gaming/games-consoles/xbox-360-703247/reviewhttp://www.pcmag.com/article2/0,2817,2365824,00.asphttp://reviews.cnet.co.uk/games-consoles/nintendo-wii-review-49285257/http://www.amazon.co.uk/Nintendo-Wii-Console-Includes-Sports/dp/B0007UATDGhttp://www.pocket-lint.com/review/4447/sony-ps3-slim-console-reviewhttp://www.play.com/Games/PlayStation3/4-/16440111/Sony-PlayStation-3-PS3-Slim-Console-With-320GB-HDD/Product.html Technology Consumer Electronics Audio, TV & Video Nintendo DS Hardware Camcorders Nintendo Wii Information Tech Cameras Sony PS2 Software Car Electronics Sony PS3 Home Comms Sony PSP Mobile Comms Console & Handheld PS Vita Video Games Platforms Computer X Box 360 Advertising Intelligence 8
  8. 8. Information to insight: what a computer tells usLuxury Car Brand Conversion: Lift vs Network Reach 2,000 1,500 1,000Conversion Lift Index (Base = 100) 700 500 400 300 200 150 150 1 1.5 2 3 4 5 7 10 15 % Network Reach Advertising Intelligence 9
  9. 9. We need humans to extract stories that:Luxury Car Brand Conversion: Lift vs Network Reach 2,000 1,500 VALIDATE 1,000 SURPRISEConversion Lift Index (Base = 100) 700 500 CHALLENGE 400 300 200 150 150 1 1.5 2 3 4 5 7 10 15 % Network Reach Advertising Intelligence 10
  10. 10. For example: VALIDATE SURPRISE CHALLENGE Car customers really Hotel shoppers are DVD rental service do have strong car interested in dining out, enthusiasts are not movie in-market and car nightlife, music artists goers, but rather families interests who are currently on tour and hardcore gamers Advertising Intelligence 11
  11. 11. From insight to action Marketing strategy Media buying & planning CreativeAUDIENCE DISCOVERY ACTION Advertising Intelligence 12
  12. 12. Insight to action: in digital we can buy what we learnLuxury Car Brand Conversion: Lift vs Network Reach 2,000 1,500 1,000Conversion Lift Index (Base = 100) 700 500 400 300 200 150 150 1 1.5 2 3 4 5 7 10 15 % Network Reach Advertising Intelligence 13
  13. 13. But it turns out… you can’t beat the modelBrand X Beer Drinker Propensity to visit Brand X Exponential Network Reach Advertising Intelligence 14
  14. 14. QuestionsDoug Conely I Senior Director, Global Data & Targetingdoug.conely@exponential.comwww.exponential.com 15

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