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#RampUp17: The Strategic Advantage of Identity-Based Personalization

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David Fleck, Chief Strategy Officer, Disqus

Published in: Marketing
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#RampUp17: The Strategic Advantage of Identity-Based Personalization

  1. 1. March 6 2017 The Strategic Advantage of Identity-Based Personalization David Fleck Chief Strategy Officer fleck@disqus.com
  2. 2. 2Billion Users a Month
  3. 3. The Declared Data Fallacy
  4. 4. The Premium of Now How much can you know? When can you use it? SOMETIME SOON NOW
  5. 5. Site visits with no or bad data on visitors. Opportunity Area #1
  6. 6. Activating on audience identity data in real-time. Opportunity Area #2
  7. 7. High Fidelity Data Sets Are Usually Inaccessible Fidelity Accessibility
  8. 8. Audience data can deliver personalized experiences in real-time, on the open web. Hypothesis
  9. 9. Proving the Concept THINK Marketing Pilot CTR - does Disqus data improve CTR? Scale - does Disqus have sufficient scale?
  10. 10. Rich Signal at the Long Tail Current events Bay Area news Technology analysis Car enthusiast sites Ad agency news Marketing commentary Social media trend analysis Current events Bay Area news Technology analysis Car enthusiast sites Apple fanboy communities Developer tools reviews Swift programming forums CMODeveloper Mass Media Niche Communities
  11. 11. Results ●CTR - improved158% ●Scale – 50% match rate
  12. 12. Where We Are Going Personalize the Open Web
  13. 13. March 6 2017 David Fleck Chief Strategy Officer fleck@disqus.com

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