Project Concept Statement Update Class Presentation

1. Project Concept Statement
2018.04.17
Gahyun Kim
Hyewon Shin
Chanhoo Lee

2. —
Data Analytics and Algorithms
“Mechanisms and Social, Cognitive Influence of Digital Analytics and Algorithms Applied in Commercial Services”

3. —
Data Analytics and Algorithms
“Mechanisms and Social, Cognitive Influence of Digital Analytics and Algorithms Applied in Commercial Services”
“Optimal Persona(s):
Based on the Cognitive Influence of the Mechanisms of Data Analytics and Algorithms in Tracking Ads*”
*a way to identify where users are opting in based on a tracking code/data given out to each site or ad campaign

4. —
Tracking Ad: Google Display Network

5. —
Tracking Ad: Google Display Network
OPTIMIZATION & TARGET RELEVANCE
• Affiliated with 2m+ web/mobile sites and 650k+ apps
• Targeting basis: Publication location, Preferences, Demographics, Context, Subject …
• Charging: CPC basis (i.e. 0.20% click rate > CPC 329KRW)
• Limitations: Invalid conversion sources/ CTR
PRODUCT
TARGET
SEGMENTATION
OPTIMAL
EXPOSURE
INDUCEMENT
EVALUATION
RETARGETING
IMPROVEMENT

6. What kind of data does Google collect from you?
Basic personal information
• Name +
• Email address, password
• Birthday, gender, nationality
Your Activity
• Search history
• Visited websites/videos/ads
• Location, device, IP, cookie
Your Contents [protected]
• Gmails, contacts, schedule
• Google drive contents
• Uploaded pics/vids

7. —
User Context
2030 Single households
• 혼자 Culture
• Purchase 30% more than other households
• 3/4 domestic consumers on App purchases
• 20% of PC purchase base from mobile clicks
• Impulse purchases - Tracking/Retargeting?
*source: OpenSurvey 2017 Single household Report (800 participants), 2017 Mobile shopping report (1,000 participants)
Criteo 2017 Korea Online Efficiency Evaluation Report
Why mobile?
: Limitless Accessibility, Affordable Value
Channels Most Vulnerable to Impulse Buy
Mobile shopping
Offline shopping
TV shopping
Online shopping
I just don’t
43.6
16.2
14.7
11.5
13.7

8. Keyword Selection > URL Placement > Ad Selection > Landing Page > Purchase Registration
mobile
shopping
experience
the rest > >
digital activity

9. IMMERSIVE DISTURBED
Personas
Active
Engaging
Willing
Active/Inactive
Unwilling
Ad-block

10. Can I control the extent of my digital traces?
Can the professor stop seeing web editing tool ads?
Why am I exposed to Dating Apps/English courses so often?
How aware are we of the mechanisms that we put ourselves into?
Would you choose to keep your digital traces if it means the ads you’re exposed to are
:personalized/suited to your needs?
Is it safe?
How much does it influence us? Can it be validated?

11. —
Ads Setting
“Google does not sell your information..”
“Google wants you to be aware of any data collected from you.”

12. —
Perspectives: Designing optimal user personas by applying improved tracking algorithms
a.Tracking/Retargeting Ad Platform > Suggest an improved Tracking Algorithms
• GDN’s limitations — CriteoVS Google Ads
b. Users (2030 Single Households) > Suggest an Optimized Tracking Ad Setting
• Secure, Controllable, Customizable, Explicit,Validated
a+b. Bitclave
• Pain points: Security(Facebook incident), Lack of control/awareness/mutual benefits
• Blockchained information — Consumer Activity Tokens > Privacy friendly digital ecosystem + Shared value

13. —
Next Steps
a. CriteoVS Google Ads(GDN)
Algorithms analysis
b. Persona design
• Data collection and analysis - methodology
• Cognitive influence measurement
• User journey analysis
Applied result

14. EOD