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Affinity Marketing Leveraging Crowdsourced
Psychographics
contact: Ravi Iyer | ravi@ranker.com & Glenn Walker | glenn@rank...
2
We Rank Everything*
*actually our users rank everything
3
• Will this person click on my Facebook post?
• Will this person buy this product?
• Will this person watch this movie?
...
4
• Will this person click on my Facebook post?
• Will this person buy this product?
• Will this person watch this movie?
...
5
A Well Worn Model of Behavior Prediction
6
Making Better Predictions
% of Behavior Predicted
Personality Situation Unknown
% of Behavior Predicted
Past Behavior Co...
How do you measure the intangible?
How much do I
value
Experiences?
I go to concerts a lot.
How do you measure the intangible?
How much do I
value
Experiences?
I go to concerts a lot. error
How do you measure the intangible?
How much do I
value
Experiences?
I eat at diverse
restaurants.
I travel a lot.
I go to ...
How do you measure the intangible?
I value
experiences!
I eat at diverse
restaurants.
I travel a lot.
I go to concerts a l...
11
Subjective Answers, Objective Data
2,000+ RANKER VOTES 1 BUZZFEED WRITERVS...
1. How do you Crowdsource Objective Data ...
12
Measuring the Subjective
Who Is The Best NBA Player
Of All Time ?
13
Measuring the Subjective
Who Is The Best NBA Player
Of All Time ?
Error
14
Measuring the Subjective
Who Is The Best NBA Player
Of All Time ?
Error
Error
Error
Michael Jordan
15
Measuring the Subjective
Who Is The Best NBA Player
Of All Time ?
Error
Error
Michael Jordan
16
Some experience or expertise
The Wisdom of Crowds
Wise Crowds Have…
Independence of judgments
17
Quantitative Data on Emotion
…Did you know your favorite
celeb can be determined based on
your Halloween candy
preferences? Color us intrigued. If
you ...
19
We’ve turned our graph into a B2B tool; beta testing with public launch Q3
20
21
Using Data to Power
Social Media Campaigns
A Music campaign on Ranker
generated 300k visits to their
custom lists, 600k vo...
2323
Viacom Case Study: Optimizing BET NOW App Installs
Objective
To drive installs of its BET NOW streaming app via Faceb...
24
Maslow’s Heirarchy of Needs
What
People
Want
25
Inspiration
Passion
Emotion
Connection
Mission
Clicks
Shares
Likes
Fans
Comments
What We Measure What People Want
The D...
26
Ravi@Ranker.com
@RaviDataIyer
Questions?
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Big Data Day LA 2016/ Data Science Track - Affinity Marketing Leveraging Crowdsourced Psychographics, Ravi Iyer - Chief Data Scientist & Glenn Walker - COO, Ranker

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The most important variables to use to discover your best future customers are increasingly psychological. Borrowing techniques from psychometrics, this talk shows how marketers can use disparate online data sources to measure the right psychographic variables in order to maximize both performance and scale.

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Big Data Day LA 2016/ Data Science Track - Affinity Marketing Leveraging Crowdsourced Psychographics, Ravi Iyer - Chief Data Scientist & Glenn Walker - COO, Ranker

  1. 1. Affinity Marketing Leveraging Crowdsourced Psychographics contact: Ravi Iyer | ravi@ranker.com & Glenn Walker | glenn@ranker.com
  2. 2. 2 We Rank Everything* *actually our users rank everything
  3. 3. 3 • Will this person click on my Facebook post? • Will this person buy this product? • Will this person watch this movie? • Will this person want to read this related article? Things We Try to Predict
  4. 4. 4 • Will this person click on my Facebook post? • Will this person buy this product? • Will this person watch this movie? • Will this person want to read this related article? Things We Try to Predict ….Behavior
  5. 5. 5 A Well Worn Model of Behavior Prediction
  6. 6. 6 Making Better Predictions % of Behavior Predicted Personality Situation Unknown % of Behavior Predicted Past Behavior Context Unknown
  7. 7. How do you measure the intangible? How much do I value Experiences? I go to concerts a lot.
  8. 8. How do you measure the intangible? How much do I value Experiences? I go to concerts a lot. error
  9. 9. How do you measure the intangible? How much do I value Experiences? I eat at diverse restaurants. I travel a lot. I go to concerts a lot. error error error
  10. 10. How do you measure the intangible? I value experiences! I eat at diverse restaurants. I travel a lot. I go to concerts a lot.
  11. 11. 11 Subjective Answers, Objective Data 2,000+ RANKER VOTES 1 BUZZFEED WRITERVS... 1. How do you Crowdsource Objective Data to Answer Subjective Questions?
  12. 12. 12 Measuring the Subjective Who Is The Best NBA Player Of All Time ?
  13. 13. 13 Measuring the Subjective Who Is The Best NBA Player Of All Time ? Error
  14. 14. 14 Measuring the Subjective Who Is The Best NBA Player Of All Time ? Error Error Error Michael Jordan
  15. 15. 15 Measuring the Subjective Who Is The Best NBA Player Of All Time ? Error Error Michael Jordan
  16. 16. 16 Some experience or expertise The Wisdom of Crowds Wise Crowds Have… Independence of judgments
  17. 17. 17 Quantitative Data on Emotion
  18. 18. …Did you know your favorite celeb can be determined based on your Halloween candy preferences? Color us intrigued. If you prefer Kit-Kat, do you know what that says about your thoughts on Ben Affleck? The folks over at Ranker have divined some pretty fascinating answers to those hard-hitting questions… October 27, 2015 “ ” October 22, 2015 …Polling site Ranker surveyed consumers to find the best Italian restaurants in America. Here are Ranker's top 10 picks according to the poll… “ ” …If you knock on wood when you say something presumptuous, you’re not alone...They may seem old-fashioned, but superstitions are still alive and well, according to a new survey. Ranker polled 18,000 people on the superstitions they believe in and found that, as a whole, people are still very superstitious… October 21, 2015 “ ” …As Saturday Night Live heads into its 41st season, the crowd- sourced website Ranker polled 97,000 users on the best characters in the show’s history. Ranker also polled its users on the best current cast member and compiled data on the youngest SNL hosts of all time… “ October 1, 2015 ” April 4, 2016April 13, 2016 …A recent poll on Ranker.com asked people to select which celebrity would make the best choice for President of the United States. Ellen DeGeneres came in first place, beating her celebrity opponents such as Bill Murray, Samuel L. Jackson, and even Stephen Colbert... …The debate over which cereal really runs the breakfast table is timeless, but with National Cereal Day just around the corner, Ranker set up a public poll to settle the argument once and for all. The results: Nine of the top 10 spots belong to sweet treats… March 4, 2016 …120 Sports' Millennials' Athlete Index is a list of the top 40 professional, Olympic and college athletes that matter most to millennial sports fans based on research conducted in conjunction with Ranker. Here’s how they surveyed a sample of 1,400 18 to 34 year-old Ranker users… January 27, 2016 The “Gallup For Everything Else” …I was told a new poll came out on website called Ranker...there's a ranking of 50 celebrities people think should run for president. I have been voted #1. Thank you and not interested! That sounds like the worst job in the world to me... “ ” “ ” “ ” “ ”
  19. 19. 19 We’ve turned our graph into a B2B tool; beta testing with public launch Q3
  20. 20. 20
  21. 21. 21
  22. 22. Using Data to Power Social Media Campaigns A Music campaign on Ranker generated 300k visits to their custom lists, 600k votes on those lists and 35k clicks to play their songs – in just 7 days. Case Study Correlations provided lower CPCs
  23. 23. 2323 Viacom Case Study: Optimizing BET NOW App Installs Objective To drive installs of its BET NOW streaming app via Facebook, BET/Viacom leveraged Ranker data to optimize audience targeting on social media (through its social PMD partner). Execution BET flighted push for BET NOW installs against the Season 3 launch of its flagship drama, Being Mary Jane. Using Ranker data via our Insights platform, BET targeted new audiences from affinities known only to Ranker. To complement Facebook’s recommendations and lookalikes. Facebook’s Audiences showed low initial CPIs, but exhausted rapidly vs. Ranker’s data, which showed better, longer-tail efficiency. Success 9 of 15 best-performing audiences via Ranker insights 17,000 total BET NOW installs within four-day flight $2.29 average CPI via Ranker insights (vs. $2.50 target) "Ranker data proved to be a valuable source of audience expansion, even though Facebook-based audiences performed extremely well, because they exhausted more slowly than Facebook’s audiences. Their data graph will prove to be extremely useful on larger campaigns” -Accomplice (Viacom's agency)
  24. 24. 24 Maslow’s Heirarchy of Needs What People Want
  25. 25. 25 Inspiration Passion Emotion Connection Mission Clicks Shares Likes Fans Comments What We Measure What People Want The Data Disconnect
  26. 26. 26 Ravi@Ranker.com @RaviDataIyer Questions?

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