Media & Business challenges in the data era

1. DATA NEVER SLEEP
AI is the art of capitalizing on the fact that
DATA REVEAL our sentiments, our
attitudes, our social connections, our
intentions and WHAT WE MIGHT DO NEXT

2. 2015
VELOCITY

3. MEDIA (& BUSINESS)
CHALLENGES

4. SEARCH: real-time keyword evaluation for SEA ads
SOCIAL: ‘organic’ and paid content based on topic forecasts
DEVICE TARGETING: multiscreen analysis in order to guarantee maximum
penetration and optimal markets definition
CONVERSION OPTIMIZATION: ‘Organic’ and paid content
based on topic forecasts

5. INVESTMENTS: optimize buying costs and real time inventory
TV ECONOMETRICS: Multiscreen maximization scenarios on multiple markets.
An accurate TV ROI is crucial to define also optimal digital quotas for online adv.
MMM: E-commerce analysis, Ongoing conversion optimization. Multichannel ROI
analysis and channel performance prediction

6. HOW WE DO IT?
DATA ACCESS EFFICIENCY: leveraging Cubes through SSIS
ADVANCED CODING APPROACH: SQL Server + R + python
EFFECTIVE DATA VIZ: Intelligent dashboards with automated
Infographic generators
DYNAMIC PREDICTIVE APPROACH: Predictions are mostly based on
behavioral data - last 24/48 hrs. at MAX

7. THANK YOU
giorgio.suighi@groupm.com
https://www.linkedin.com/in/giorgiosuighi