Trends and techniques for marketers and data geeks

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John Gagnon's "Trends and Techniques for Marketers and Data Geeks" presentation from BOLO.

Trends and techniques for marketers and data geeks

  1. 1. Trends and Techniques for Marketers and Data Geeks John Gagnon Bing Ads Evangelist @JmGagnon | @BingAds
  2. 2. Rethinking. @JmGagnon | @BingAds
  3. 3. @JmGagnon | @BingAds
  4. 4. Big data. Right data. @JmGagnon | @BingAds
  5. 5. 30 @JmGagnon | @BingAds
  6. 6. @JmGagnon | @BingAds
  7. 7. @JmGagnon | @BingAds
  8. 8. Food Science & Psychophysics Howard Moskowitz @JmGagnon | @BingAds
  9. 9. Food Science & Psychophysics Malcolm Gladwell @JmGagnon | @BingAds
  10. 10. Let’s Talk Spaghetti Sauce TedTalk: Malcolm Gladwell @JmGagnon | @BingAds
  11. 11. Early 70’s: the Perfect Diet Pepsi @JmGagnon | @BingAds
  12. 12. “There's this new thing called aspartame, and we would like to make Diet Pepsi. We'd like you to figure out how much aspartame we should put in each can of Diet Pepsi, in order to have the perfect drink." @JmGagnon | @BingAds
  13. 13. Sweet Spot: 8% to 12% @JmGagnon | @BingAds
  14. 14. There is no ‘perfect’ Pepsi, only perfect Pepsis! @JmGagnon | @BingAds
  15. 15. Prego in the 70’s & 80’s Varied them according to every conceivable way that you can vary tomato sauce: – by sweetness – by level of garlic – by tartness – by sourness – by tomatoey-ness – by visible solids @JmGagnon | @BingAds
  16. 16. @JmGagnon | @BingAds
  17. 17. What did Americans like? 1. Plain 2. Spicy 3. Extra Chunky $600M in 10 years @JmGagnon | @BingAds
  18. 18. Multiple “Perfect” Spaghetti Sauces! @JmGagnon | @BingAds
  19. 19. @JmGagnon | @BingAds
  20. 20. There is no ‘perfect’ landing page. Only perfect landing pages! @JmGagnon | @BingAds
  21. 21. Personalized Landing Pages @JmGagnon | @BingAds
  22. 22. Which segments of your audience is more valuable? @JmGagnon | @BingAds
  23. 23. Nov 18th, 2012 | in Austin TX $500 @JmGagnon | @BingAds
  24. 24. Nov th, 18 2012, in Austin TX
  25. 25. More Demand + Fixed Supply = Higher Price Drives Profitability @JmGagnon | @BingAds
  26. 26. “Record breaking revenue last week”, the week of _________.
  27. 27. st, 21 January 2013 in our nation’s capital?
  28. 28. th 57 Presidential Inauguration @JmGagnon | @BingAds
  29. 29. August th, 30 2012 in Seattle
  30. 30. Aug. th, 30 2012 @JmGagnon | @BingAds
  31. 31. Break seasons down into predictable & measurable “micro-events”
  32. 32. Circuit of the Americas Nov 17th, 2013 ? @JmGagnon | @BingAds
  33. 33. $505.74
  34. 34. 21-Mar 22-Mar 23-Mar 24-Mar 28-Mar 29-Mar 30-Mar 31-Mar 2-Apr 3-Apr 7-Apr 13-Apr 20-Apr 23-Apr 24-Apr 25-Apr 26-Apr 29-Apr 30-Apr 1-May 2-May 3-May 4-May 5-May 6-May 7-May 11-May 12-May 13-May 14-May 15-May 16-May 17-May 18-May 19-May 20-May 21-May 22-May 23-May 24-May 25-May 26-May 28-May 29-May 31-May 1-Jun 2-Jun 3-Jun 4-Jun 5-Jun 6-Jun 7-Jun 8-Jun 9-Jun 10-Jun 11-Jun 12-Jun 13-Jun Attendees to Major Seattle Events 60,000 50,000 40,000 30,000 20,000 10,000 - Public Data Campaign Timing
  35. 35. @JmGagnon | @BingAds
  36. 36. $72.5B 2nd Most, Only behind Winter Holidays @JmGagnon | @BingAds
  37. 37. September th 9 2013 1,000,000+ NYC K-12 Students @JmGagnon | @BingAds
  38. 38. August th 13 2013 600,000+ Los Angeles K-12 Students @JmGagnon | @BingAds
  39. 39. School start dates vary by district. This is publicly available data. @JmGagnon | @BingAds
  40. 40. Predictive Marketing @JmGagnon | @BingAds
  41. 41. 1. When is the st 1 day really? 2. How long before school starts do parents start buying? @JmGagnon | @BingAds
  42. 42. When Parents Will Shop for Back-to-School 72%: 1 week to 1 month 22.4% Starting Earlier Less Effective Ad Spend after school starts?
  43. 43. When does the 1st Day of School really start? August 5th, 2013 180,000 in Hawaii August 13th, 2013 600,000 in Los Angeles August 26th, 2013 5,000,000 in Texas
  44. 44. What does this look like with current tools? 856k Wisconsin
  45. 45. What does this look like with current tools? 7.2M California Students
  46. 46. This is the “best” we can do. It’s not enough. Number of Students Going Back to School by 1st Day
  47. 47. Bing Maps + Excel Charting on Steroids
  48. 48. Impress. Insight. @JmGagnon | @BingAds
  49. 49. Putting it all together The right audience The right time The right tools
  50. 50. www.bingads.com/agencyhub @JmGagnon | @BingAds
  51. 51. Bing Maps + Excel Charting on Steroids
  52. 52. @JmGagnon | @BingAds

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