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)

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DATA TRANSFORMATION
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How to quickly transform network data for actionable advertising and social attributes
Gyorgy Lajtai
Co-founder and Managing
Director,
Lynx Analytics

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AGENDA
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01 02 03
INTRODUCTION ROUND TABLE CONCLUSIONS
10 min 25 min 10 min

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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:
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INTRO
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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

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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.
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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
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INTRO
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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

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INTRO
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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.

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DISCUSSION
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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

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CASE STUDY
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Happiness IndexTM: experience ingredients across the QuadPlay
to measure moments and openness for buying more from trusted partners

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CASE STUDY
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Experience ingredients across full telco spectrum will
complement traditional metrics

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We are proud partners with

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