How to leverage technologyin order to meetbranding objectives?                        Jonathan Van Parys                Te...
How to leverage technologyin order to meetbranding objectives?
Data
2015Lots of Data.Quantity of databeing created andstored is exploding.                       2010     2005                ...
Data in Marketing             Percent of CMOs reporting underpreparedness                                                 ...
Accessible Data.Getting the data you need is easier than hasever been. APIs are going to rule the world.
The rise of open APIsThe rise of open government data initiatives                    data.gov.be
Timely Data.No more waiting10 days to getthe data you need.
The real-time web
Flexible Data.Choose what datayou collect.
Definitive Data.No more guessing.People speak withtheir clicks.
It’s the most exciting time ever to be in marketing.Capture, monitor and measure impact like never before.Data         +  ...
I think marketing is the new finance. In the 1960s and1970s we got interesting data. So we saw huge gains inunderstanding p...
How to leverage technologyin order to meetbranding objectives?
How to leverage technologyin order to meetbranding objectives?
Collect the right data.               ?source=primary-nav                                     ?source=record-in-brief
Create the right interface.                          Data alone is not enough.                          Data needs poetry....
The interface needs to identify what’s worth saying and help say it intelligibly.Information display
The interface needs to identify what’s worth saying and help say it intelligibly.Information hierarchyInformation navigation
We build data-rich applicationsbased on data collected around objectives.Monitoring is better, more insightful and more fun.
Trending topicsWe use impression data, evolution and speed of evolution to identify trending topics.Correlates very nicely...
Easy access to top                Display placements.Display focus
What next?              track the top 10                        sites your                        banners appear          ...
What next?         track what words                   are associated                   with your brandtrack how often    b...
What next?      track which                regions your                banners are most                often seen in.track...
Today’s availability of data on the web makes it possible to build applications that track your specific branding goals.   ...
Google-Semetis Display Event - How to leverage technology in order to meet advertisers’ branding objectives?
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Google-Semetis Display Event - How to leverage technology in order to meet advertisers’ branding objectives?

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How to leverage technology in order to meet advertisers’ branding objectives? By Jonathan Van Parys, Technology Lead @Semetis

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Google-Semetis Display Event - How to leverage technology in order to meet advertisers’ branding objectives?

  1. 1. How to leverage technologyin order to meetbranding objectives? Jonathan Van Parys Technology Lead at Semetis
  2. 2. How to leverage technologyin order to meetbranding objectives?
  3. 3. Data
  4. 4. 2015Lots of Data.Quantity of databeing created andstored is exploding. 2010 2005 Digital data storage in exabytes (IDC)
  5. 5. Data in Marketing Percent of CMOs reporting underpreparedness 50% Data explosion 71% Social media 68% Growth of channel and device choices 65% Shifting consumer demographics 63% Financial constraints 59% Decreasing brand loyalty 57% Growth market opportunities 56% ROI accountability 56% Customer collaboration and influence 56% Privacy considerations 55% Global outsourcing 54% Regulatory considerations 50% Corporate transparency 47%
  6. 6. Accessible Data.Getting the data you need is easier than hasever been. APIs are going to rule the world.
  7. 7. The rise of open APIsThe rise of open government data initiatives data.gov.be
  8. 8. Timely Data.No more waiting10 days to getthe data you need.
  9. 9. The real-time web
  10. 10. Flexible Data.Choose what datayou collect.
  11. 11. Definitive Data.No more guessing.People speak withtheir clicks.
  12. 12. It’s the most exciting time ever to be in marketing.Capture, monitor and measure impact like never before.Data + Marketing =
  13. 13. I think marketing is the new finance. In the 1960s and1970s we got interesting data. So we saw huge gains inunderstanding performance in the finance industry.I think marketing is in the same place: now we’re getting alot of really good data, we have tools, we have methods,we have smart people working on it. Hal Varian, Chief Economist at Google
  14. 14. How to leverage technologyin order to meetbranding objectives?
  15. 15. How to leverage technologyin order to meetbranding objectives?
  16. 16. Collect the right data. ?source=primary-nav ?source=record-in-brief
  17. 17. Create the right interface. Data alone is not enough. Data needs poetry. Brendan Dawes
  18. 18. The interface needs to identify what’s worth saying and help say it intelligibly.Information display
  19. 19. The interface needs to identify what’s worth saying and help say it intelligibly.Information hierarchyInformation navigation
  20. 20. We build data-rich applicationsbased on data collected around objectives.Monitoring is better, more insightful and more fun.
  21. 21. Trending topicsWe use impression data, evolution and speed of evolution to identify trending topics.Correlates very nicely with TV, radio campaigns, and big events. Twitter Semetis Trends
  22. 22. Easy access to top Display placements.Display focus
  23. 23. What next? track the top 10 sites your banners appear on. track which display visuals work best.
  24. 24. What next? track what words are associated with your brandtrack how often based on whatyour brand is people type.searched inGoogle. track how oftentrack how many your brand ispeople like your mentioned onwebsite or Twitter orFacebook Pages. Facebook.
  25. 25. What next? track which regions your banners are most often seen in.track whichregion yourbrand is mostknown in.
  26. 26. Today’s availability of data on the web makes it possible to build applications that track your specific branding goals. Tracking these objectives becomes better, easier, more timely, and more fun.

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