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Breaking the Facebook monopoly

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Lynx Analytics CEO Gyorgy Lajtai offers a conclusive overview of the current state of data monetization, and the keys to building a set of experience driven consumer attributes for advertising and DMP applications.

This presentation was delivered to a mixed audience of high-profile decision makers from media, content publisher, and technology enabler companies at the Ericsson Emodo Partnership Forum. (Feb 24, 2018)

Published in: Data & Analytics
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Breaking the Facebook monopoly

  1. 1. © 2018 Ericsson Emodo All Rights Reserved. Confidential & Proprietary. Do not copy or distribute without permission.© 2018 Ericsson Emodo All Rights Reserved. Confidential & Proprietary. Do not copy or distribute without permission.
  2. 2. © 2018 Ericsson Emodo All Rights Reserved. Confidential & Proprietary. Do not copy or distribute without permission. DATA TRANSFORMATION 2 How to quickly transform network data for actionable advertising and social attributes Gyorgy Lajtai Co-founder and Managing Director, Lynx Analytics
  3. 3. © 2018 Ericsson Emodo All Rights Reserved. Confidential & Proprietary. Do not copy or distribute without permission. AGENDA © 2018 Ericsson Emodo All Rights Reserved. Confidential & Proprietary. Do not copy or distribute without permission. 3 01 02 03 INTRODUCTION ROUND TABLE CONCLUSIONS 10 min 25 min 10 min
  4. 4. © 2018 Ericsson Emodo All Rights Reserved. Confidential & Proprietary. Do not copy or distribute without permission. Companies who analyze ambient data to understand what engages us. Companies who rely on surveys to ask how we feel about their services. In 2018 a gap still exists between: © 2018 Ericsson Emodo All Rights Reserved. Confidential & Proprietary. Do not copy or distribute without permission. 4
  5. 5. © 2018 Ericsson Emodo All Rights Reserved. Confidential & Proprietary. Do not copy or distribute without permission. INTRO 5 Google and Facebook Tighten Grip on US Digital Ad Market Duopoly to grab more than 60% of 2017 digital ad space Source: eMarketer, Sept 2017
  6. 6. © 2018 Ericsson Emodo All Rights Reserved. Confidential & Proprietary. Do not copy or distribute without permission. Telco prediction verified by FB “grand truth data” Age 5 years accuracy: 86% Gender prediction: 85% SES prediction: 90% Still FB CPM was 5x INTERESTS/ SOCIAL DIGITAL/ MOBILE BEHAVIOR REAL LIFE/ LOCATION FB advantage is not profile accuracy but product engagement at scale Telco data remains a rich source of ambient, contextual insights on consumer behavior. © 2018 Ericsson Emodo All Rights Reserved. Confidential & Proprietary. Do not copy or distribute without permission. 6
  7. 7. © 2018 Ericsson Emodo All Rights Reserved. Confidential & Proprietary. Do not copy or distribute without permission. Tomorrow’s telecom technologies can leverage even more contextual intelligence and engagement info and help the ad ecosystem to use this. TRAFFIC is contextual. LOVE is contextual. SECURITY is contextual. Growth in IoT and sensor technology empowers driverless car navigation At age 35 I am looking for “smart, attractive, near me, similar life goals” Context means the feeling of security on the network and trust of content 7© 2018 Ericsson Emodo All Rights Reserved. Confidential & Proprietary. Do not copy or distribute without permission.
  8. 8. © 2018 Ericsson Emodo All Rights Reserved. Confidential & Proprietary. Do not copy or distribute without permission. 8
  9. 9. © 2018 Ericsson Emodo All Rights Reserved. Confidential & Proprietary. Do not copy or distribute without permission. INTRO 9 Graph analytics enables connected, contextual insights across the board. Telcos know those moments when you started binge- watching, not enjoying FB any more, enjoying your Tesla. 360 customer experiences
  10. 10. © 2018 Ericsson Emodo All Rights Reserved. Confidential & Proprietary. Do not copy or distribute without permission. INTRO 10 Building meaningful contextual consumer attributes. Understand connected data. Move from siloed data views to overlaid networked insights e.g. social networks, IoT, operational works. Experience vs transactions. Focus on predictive insights of customer experiences (e.g. poor connection), not single transactions (e.g. dropped call). Segment-of-1 Achieve digital-like personalization based on individual behavior, vs sample-sized microsegments. Outcome validation Correlate all data ingredients against actual business outcome, e.g. Churn, Average Spend, or NPS scores. Household and social Connect household members and friends by identifying device behavioral associations, such as co-locations. Automated and continuous Automate and scale for operational actionability.
  11. 11. © 2018 Ericsson Emodo All Rights Reserved. Confidential & Proprietary. Do not copy or distribute without permission. DISCUSSION 11 What are your experiences, learning, and challenges? Please divide into 2-3 groups and discuss over 15 min. Each group will nominate one presenter for a 3-5 min summary. Networked insights Segment-of-1 Household and social Focus on experiences Outcome validation Automated and continuous
  12. 12. © 2018 Ericsson Emodo All Rights Reserved. Confidential & Proprietary. Do not copy or distribute without permission. CASE STUDY 12 Happiness IndexTM: experience ingredients across the QuadPlay to measure moments and openness for buying more from trusted partners
  13. 13. © 2018 Ericsson Emodo All Rights Reserved. Confidential & Proprietary. Do not copy or distribute without permission. CASE STUDY 13 Experience ingredients across full telco spectrum will complement traditional metrics
  14. 14. © 2018 Ericsson Emodo All Rights Reserved. Confidential & Proprietary. Do not copy or distribute without permission. We are proud partners with
  15. 15. © 2018 Ericsson Emodo All Rights Reserved. Confidential & Proprietary. Do not copy or distribute without permission.

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