Leveraging Data and Technologies for Marketing and Advertising in order to create opportunities in Optimization, Segmentation, Targeting, CRM, Users Profiling.
Don't Just Gamble: Data Driven Strategy For The Launch Of 2 New Global Analyt...Marco De Cesaris
Price Strategy and Analytics Strategy studies for the launch of 2 new analytics products.
Real case study made anonymous (upon written approval of the company involved).
Identifying customer digital needs and new business areas for an automotive b...Marco De Cesaris
The premium car market in China is changing rapidly.
At the same time the customer structure will change too.
Until 2025 50% of all premium car buyers will be born after 1990 and therefore highly digitalized with a progressive and innovative way of life.
OEMs are re-designing their approach to address customers and are re-shaping the ways to sell products and services.
So two central areas need to be tackled:
Finding most effective ways to understand customer digital needs.
Identifying new business areas and/or re-shape traditional ones, to ensure OEMs success and generate profit growth.
What are the digital touch points alongside the customer journey? Identify those, which in your opinion could be most relevant for profit streaming.
How will you go about generating an outside-in customer perspective on OEM’s digital appearance?
What information will you need and what is going to be a realistic timeline to develop this analysis and derive an action plan for an OEM?
A Practitioner’s Guide to Web Analytics: Designed for the B-to-B Marketerskijumpman
The significance of the web to B-to-B Marketers is two-fold; it is one of many channels through which to market to customers and it is a part of the sales funnel (i.e. customers can learn about, engage with, and buy products and services from a company’s website). This paper will address the latter by examining how web analytics is an important tool to use to improve a company’s website, which is an important sales channel and overall piece of the B-to-B marketing terrain.
How DMP Will Save Marketing - Myths, Truths and Best PracticesAnnalect Finland
Annalect Finland's Managing Director Jussi Piri's presentation on DMPs, their role in Marketing, and how we at Annalect use them to reap fabulous results.
Don't Just Gamble: Data Driven Strategy For The Launch Of 2 New Global Analyt...Marco De Cesaris
Price Strategy and Analytics Strategy studies for the launch of 2 new analytics products.
Real case study made anonymous (upon written approval of the company involved).
Identifying customer digital needs and new business areas for an automotive b...Marco De Cesaris
The premium car market in China is changing rapidly.
At the same time the customer structure will change too.
Until 2025 50% of all premium car buyers will be born after 1990 and therefore highly digitalized with a progressive and innovative way of life.
OEMs are re-designing their approach to address customers and are re-shaping the ways to sell products and services.
So two central areas need to be tackled:
Finding most effective ways to understand customer digital needs.
Identifying new business areas and/or re-shape traditional ones, to ensure OEMs success and generate profit growth.
What are the digital touch points alongside the customer journey? Identify those, which in your opinion could be most relevant for profit streaming.
How will you go about generating an outside-in customer perspective on OEM’s digital appearance?
What information will you need and what is going to be a realistic timeline to develop this analysis and derive an action plan for an OEM?
A Practitioner’s Guide to Web Analytics: Designed for the B-to-B Marketerskijumpman
The significance of the web to B-to-B Marketers is two-fold; it is one of many channels through which to market to customers and it is a part of the sales funnel (i.e. customers can learn about, engage with, and buy products and services from a company’s website). This paper will address the latter by examining how web analytics is an important tool to use to improve a company’s website, which is an important sales channel and overall piece of the B-to-B marketing terrain.
How DMP Will Save Marketing - Myths, Truths and Best PracticesAnnalect Finland
Annalect Finland's Managing Director Jussi Piri's presentation on DMPs, their role in Marketing, and how we at Annalect use them to reap fabulous results.
SaaS Wars- Attack of the clones was presented during InternetBeta 2016. Conference dedicated to Digital Marketing Pros, mainly from Startups and Interactive companies.
It clarifies how Martech Landscape looks like in Central & Eastern Europe in comparison to Global SaaS giants. Check notes for additional information to every slide!
Data-Driven Marketing Roadshow Adobe - March 25, 2014DDM Alliance
Presentation by Adobe Audience Manager, Media Optimizer & Social - Benelux Samuel van Deth. Data-Driven Marketing Road Show at De Balie in Amsterdam, March 25 2014
The DMP 101 - Data Management Platforms ExplainedEddy Widerker
Learn more about what a DMP is, how it works, and why it is crucial in today's ad-tech space. Examples on how a DMP could benefit a brand or a publisher are included at the end.
In this presentation students have the opportunity to appreciate the changes in the wider environment affecting businesses in any particular sector. They also can use traditional models of analysis into a more digital context to appraise the relationships in the macro and micro environment of an organisation.
This lectures is followed by practical case studies, videos and activities students have to develop during the tutorial session.
Both CDP and DMP provide great customer insights that can help marketers to target their audience more precisely with right offers and messages.
Even though CDP and DMP both have some common characteristics, besides that, they are a complement to each other.
A VERY high level intro on the most common segmentation strategies that are used across many marketers as well as a audience testing framework for beginners.
The audience testing sheet that is included as a bonus, is a great tool for anybody that manages a Data management platform or does any audience testing across various media channels.
At the same time, if you find yourself being a bit overwhelmed with all of the 1st 2nd or 3rd party data targeting options from, I'd highly recommend using a service like ClearSegment to understand various data providers - it's data collection methodologies as well as their individual segments. https://clearsegment.com/
So you got yourself a sparkling new data management platform that is supposed to pull together inputs of all sorts to drive everything from ad buying to CRM? But where do you start in making something of this new machine. Lenovo uses data to drive media buys not only across channels but global borders as well. Its Director of Global Digital Marketing explains how it it works.
I created this presentation with the intent to inform and clarify what a data management platform is and show how it an be used to enhance marketing initiatives.
CDP - 101 Everything you need to know about Customer Data PlatformsEddy Widerker
There has been a lot of buzz around Customer Data Platforms (CDP) in the past months/years. This presentation gives you a great overview of what a CDP is, the similarities across different systems such as a DMP or CRM. As well as valuable questions that help you determine if your organization needs a Customer Data Platform.
At the same time, if you find yourself being a bit overwhelmed with all of the 1st 2nd or 3rd party data targeting options from, I'd highly recommend using a service like ClearSegment to understand various data providers - it's data collection methodologies as well as their individual segments. https://clearsegment.com/
IAB Europe Report: Using Data Effectively in Programmatic V2.0 (GDPR Update)Romain Fonnier
The IAB Europe Using Data Effectively in Programmatic White Paper (first published in November 2016) has been updated to reflect the changing nature of the European data landscape. This updated version includes revised content with an additional section covering GDPR considerations and new case studies.
Ben Geach (Global Product Strategy Director at Oracle Data Cloud) led the white paper update with input from Thomas Park (Senior Product Director, Advertising Products at Adform) and Chris Hartsuiker (Manager, Privacy and Public Policy at IAB Europe).
The V 2.0 white paper addresses:
The types of data available, the benefits and challenges of each data type and key legal and privacy considerations
How to build an audience with the available data
Key considerations for using data effectively
Data in a cross-device environment and the opportunities and challenges
GDPR considerations for using data in advertising
Unlocking the True Potential of Data on MobileInMobi
While over 90% of a consumer’s time is spent on smartphones, only 53% of advertising budgets are being spent to reach them here. Can mobile data help advertisers make the successful switch to making a true investment and go digital-first? As a marketer, your biggest struggle is the effort to build a holistic persona of every user by combining all data assets across every touch point you have had with your users.
SaaS Wars- Attack of the clones was presented during InternetBeta 2016. Conference dedicated to Digital Marketing Pros, mainly from Startups and Interactive companies.
It clarifies how Martech Landscape looks like in Central & Eastern Europe in comparison to Global SaaS giants. Check notes for additional information to every slide!
Data-Driven Marketing Roadshow Adobe - March 25, 2014DDM Alliance
Presentation by Adobe Audience Manager, Media Optimizer & Social - Benelux Samuel van Deth. Data-Driven Marketing Road Show at De Balie in Amsterdam, March 25 2014
The DMP 101 - Data Management Platforms ExplainedEddy Widerker
Learn more about what a DMP is, how it works, and why it is crucial in today's ad-tech space. Examples on how a DMP could benefit a brand or a publisher are included at the end.
In this presentation students have the opportunity to appreciate the changes in the wider environment affecting businesses in any particular sector. They also can use traditional models of analysis into a more digital context to appraise the relationships in the macro and micro environment of an organisation.
This lectures is followed by practical case studies, videos and activities students have to develop during the tutorial session.
Both CDP and DMP provide great customer insights that can help marketers to target their audience more precisely with right offers and messages.
Even though CDP and DMP both have some common characteristics, besides that, they are a complement to each other.
A VERY high level intro on the most common segmentation strategies that are used across many marketers as well as a audience testing framework for beginners.
The audience testing sheet that is included as a bonus, is a great tool for anybody that manages a Data management platform or does any audience testing across various media channels.
At the same time, if you find yourself being a bit overwhelmed with all of the 1st 2nd or 3rd party data targeting options from, I'd highly recommend using a service like ClearSegment to understand various data providers - it's data collection methodologies as well as their individual segments. https://clearsegment.com/
So you got yourself a sparkling new data management platform that is supposed to pull together inputs of all sorts to drive everything from ad buying to CRM? But where do you start in making something of this new machine. Lenovo uses data to drive media buys not only across channels but global borders as well. Its Director of Global Digital Marketing explains how it it works.
I created this presentation with the intent to inform and clarify what a data management platform is and show how it an be used to enhance marketing initiatives.
CDP - 101 Everything you need to know about Customer Data PlatformsEddy Widerker
There has been a lot of buzz around Customer Data Platforms (CDP) in the past months/years. This presentation gives you a great overview of what a CDP is, the similarities across different systems such as a DMP or CRM. As well as valuable questions that help you determine if your organization needs a Customer Data Platform.
At the same time, if you find yourself being a bit overwhelmed with all of the 1st 2nd or 3rd party data targeting options from, I'd highly recommend using a service like ClearSegment to understand various data providers - it's data collection methodologies as well as their individual segments. https://clearsegment.com/
IAB Europe Report: Using Data Effectively in Programmatic V2.0 (GDPR Update)Romain Fonnier
The IAB Europe Using Data Effectively in Programmatic White Paper (first published in November 2016) has been updated to reflect the changing nature of the European data landscape. This updated version includes revised content with an additional section covering GDPR considerations and new case studies.
Ben Geach (Global Product Strategy Director at Oracle Data Cloud) led the white paper update with input from Thomas Park (Senior Product Director, Advertising Products at Adform) and Chris Hartsuiker (Manager, Privacy and Public Policy at IAB Europe).
The V 2.0 white paper addresses:
The types of data available, the benefits and challenges of each data type and key legal and privacy considerations
How to build an audience with the available data
Key considerations for using data effectively
Data in a cross-device environment and the opportunities and challenges
GDPR considerations for using data in advertising
Unlocking the True Potential of Data on MobileInMobi
While over 90% of a consumer’s time is spent on smartphones, only 53% of advertising budgets are being spent to reach them here. Can mobile data help advertisers make the successful switch to making a true investment and go digital-first? As a marketer, your biggest struggle is the effort to build a holistic persona of every user by combining all data assets across every touch point you have had with your users.
Profitability in the Direct-to-Consumer Marketplace: A Playbook for Media and...Cognizant
Amid constant change, industry leaders need an upgraded IT infrastructure capable of adapting to audience expectations while proactively anticipating ever-evolving business requirements.
Digital Marketing Simplified with individually curated notes. You can read and use it for your education, interview and other professional purposes.
Digital Marketing century has started. So leave no space for fear of missing out.
Learn the skill and achieve career heights. You can be a full time digital marketer or be an entrepreneur in the field. If you are a working professional, you can use it use it as a side income.
Get the facts right and take a good career decision.
A Whole New Approach to Audiences in Today’s Privacy LandscapeTinuiti
From audience approach to reliable platforms and tracking measurement, Tinuiti and partners are here to help marketers update their strategies in the face of increased privacy. Join our exclusive series as we unpack the top priorities for your social media advertising in a year where everything is changing.
"Moving Beyond Acquisition – Measuring Mobile Experience" – Eric Myers – Obse...Eric Myers
So much of customer experience measurement is rooted in the buy, spend, & flow of media. Learn how to more accurately define the customer experience measurement strategy and move it toward actionable insight.
Banalytics - Monetizing corporate big data | InstareaMatej Misik
How to use corporate big data for external applications, remain legally and ethically compliant and create a solution with clear public good? At the marketing edition of Banalytics in Bratislava, Matej Misik shared our approach to big data monetization for telcos, banks and other data rich industries.
Instarea is a "laboratory" for innovative big data monetization ideas within the international Adastra group. A young committed team, fresh thinking and a lust for adventure define us as a company. We yearn to change the world for the better through data.
Digital Marketing for 2020: Letting Consumer Needs Drive PersonalizationRay Poynter
Marketers are turning to digital micro-targeting to reach consumers with personalized messages – but are they breaking through the clutter? Marketers may know who their consumers are and what activities they engage in, but do they know what drives their behavior?
We will discuss an approach that leverages segmentation for enhanced digital micro-targeting. How? By enriching the behavioral data marketers typically use for micro-targeting (what people do) with their underlying needs and motivations (why they do it). By linking behavioral data from databases to survey data about needs and motivations, the approach lets marketers develop more needs-based messages, optimize reach, and anticipate responses to new communication.
This presentation forms part of the online Festival of NewMR webinar series. Presented by Ben Joosen from Ipsos.
In the dynamic landscape of digital marketing, businesses strive to establish a robust online presence to thrive and succeed. This comprehensive guide navigates through the various realms of digital marketing, offering insights into its pivotal role in shaping modern business success.
The introduction emphasizes the paramount importance of digital marketing, acting as the cornerstone for achieving growth and success in the ever-evolving digital era. With over 5 billion internet users worldwide and a projected surge in ad spending to an impressive US$701.20 billion by 2023, the strategic utilization of digital channels becomes imperative for businesses to tap into the vast pool of potential customers.
The subsequent section delves into the significance of digital marketing for news websites, acknowledging its pivotal role in enhancing relevance and competitiveness in the digital age. The guide elaborates on five key aspects: increased visibility and reach through SEO, real-time audience engagement, cost-effective marketing, data-driven decision-making, and multi-channel marketing strategies. The integration of digital marketing becomes a crucial imperative for news websites to navigate the fast-paced digital world successfully.
Following this, the guide explores different types of digital marketing in the modern business era. It provides a detailed breakdown of social media marketing, domain marketing, email marketing, and search engine optimization (SEO), elucidating their components, strategic approaches, metrics of success, compliance and best practices, and future trends. Each type is dissected to provide a comprehensive understanding, emphasizing their unique contributions to a well-rounded digital marketing strategy.
The exploration of domain marketing highlights its role as a strategic investment in a business's digital identity. It outlines the purpose of domains in strengthening brand identity, enhancing SEO, building trust and credibility, and the strategic approaches involved. The guide emphasizes the metrics of success in domain marketing and envisions its future trends, positioning it as a critical element of online success.
Email marketing, another integral facet, is demystified, showcasing its core functions such as customer engagement, promotional campaigns, and information dissemination. The guide provides key components for effective email marketing, including segmentation, compelling content, and automation. Metrics for measuring success are outlined, along with compliance considerations and future trends, reinforcing the enduring importance of email marketing in the digital landscape.
To learn more about digital marketing visit our site www.wscubetech.com
Similar to China: Data Driven User Engagement and Acquisition (20)
Explore our comprehensive data analysis project presentation on predicting product ad campaign performance. Learn how data-driven insights can optimize your marketing strategies and enhance campaign effectiveness. Perfect for professionals and students looking to understand the power of data analysis in advertising. for more details visit: https://bostoninstituteofanalytics.org/data-science-and-artificial-intelligence/
Data Centers - Striving Within A Narrow Range - Research Report - MCG - May 2...pchutichetpong
M Capital Group (“MCG”) expects to see demand and the changing evolution of supply, facilitated through institutional investment rotation out of offices and into work from home (“WFH”), while the ever-expanding need for data storage as global internet usage expands, with experts predicting 5.3 billion users by 2023. These market factors will be underpinned by technological changes, such as progressing cloud services and edge sites, allowing the industry to see strong expected annual growth of 13% over the next 4 years.
Whilst competitive headwinds remain, represented through the recent second bankruptcy filing of Sungard, which blames “COVID-19 and other macroeconomic trends including delayed customer spending decisions, insourcing and reductions in IT spending, energy inflation and reduction in demand for certain services”, the industry has seen key adjustments, where MCG believes that engineering cost management and technological innovation will be paramount to success.
MCG reports that the more favorable market conditions expected over the next few years, helped by the winding down of pandemic restrictions and a hybrid working environment will be driving market momentum forward. The continuous injection of capital by alternative investment firms, as well as the growing infrastructural investment from cloud service providers and social media companies, whose revenues are expected to grow over 3.6x larger by value in 2026, will likely help propel center provision and innovation. These factors paint a promising picture for the industry players that offset rising input costs and adapt to new technologies.
According to M Capital Group: “Specifically, the long-term cost-saving opportunities available from the rise of remote managing will likely aid value growth for the industry. Through margin optimization and further availability of capital for reinvestment, strong players will maintain their competitive foothold, while weaker players exit the market to balance supply and demand.”
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Empowering the Data Analytics Ecosystem: A Laser Focus on Value
The data analytics ecosystem thrives when every component functions at its peak, unlocking the true potential of data. Here's a laser focus on key areas for an empowered ecosystem:
1. Democratize Access, Not Data:
Granular Access Controls: Provide users with self-service tools tailored to their specific needs, preventing data overload and misuse.
Data Catalogs: Implement robust data catalogs for easy discovery and understanding of available data sources.
2. Foster Collaboration with Clear Roles:
Data Mesh Architecture: Break down data silos by creating a distributed data ownership model with clear ownership and responsibilities.
Collaborative Workspaces: Utilize interactive platforms where data scientists, analysts, and domain experts can work seamlessly together.
3. Leverage Advanced Analytics Strategically:
AI-powered Automation: Automate repetitive tasks like data cleaning and feature engineering, freeing up data talent for higher-level analysis.
Right-Tool Selection: Strategically choose the most effective advanced analytics techniques (e.g., AI, ML) based on specific business problems.
4. Prioritize Data Quality with Automation:
Automated Data Validation: Implement automated data quality checks to identify and rectify errors at the source, minimizing downstream issues.
Data Lineage Tracking: Track the flow of data throughout the ecosystem, ensuring transparency and facilitating root cause analysis for errors.
5. Cultivate a Data-Driven Mindset:
Metrics-Driven Performance Management: Align KPIs and performance metrics with data-driven insights to ensure actionable decision making.
Data Storytelling Workshops: Equip stakeholders with the skills to translate complex data findings into compelling narratives that drive action.
Benefits of a Precise Ecosystem:
Sharpened Focus: Precise access and clear roles ensure everyone works with the most relevant data, maximizing efficiency.
Actionable Insights: Strategic analytics and automated quality checks lead to more reliable and actionable data insights.
Continuous Improvement: Data-driven performance management fosters a culture of learning and continuous improvement.
Sustainable Growth: Empowered by data, organizations can make informed decisions to drive sustainable growth and innovation.
By focusing on these precise actions, organizations can create an empowered data analytics ecosystem that delivers real value by driving data-driven decisions and maximizing the return on their data investment.
Levelwise PageRank with Loop-Based Dead End Handling Strategy : SHORT REPORT ...Subhajit Sahu
Abstract — Levelwise PageRank is an alternative method of PageRank computation which decomposes the input graph into a directed acyclic block-graph of strongly connected components, and processes them in topological order, one level at a time. This enables calculation for ranks in a distributed fashion without per-iteration communication, unlike the standard method where all vertices are processed in each iteration. It however comes with a precondition of the absence of dead ends in the input graph. Here, the native non-distributed performance of Levelwise PageRank was compared against Monolithic PageRank on a CPU as well as a GPU. To ensure a fair comparison, Monolithic PageRank was also performed on a graph where vertices were split by components. Results indicate that Levelwise PageRank is about as fast as Monolithic PageRank on the CPU, but quite a bit slower on the GPU. Slowdown on the GPU is likely caused by a large submission of small workloads, and expected to be non-issue when the computation is performed on massive graphs.
Opendatabay - Open Data Marketplace.pptxOpendatabay
Opendatabay.com unlocks the power of data for everyone. Open Data Marketplace fosters a collaborative hub for data enthusiasts to explore, share, and contribute to a vast collection of datasets.
First ever open hub for data enthusiasts to collaborate and innovate. A platform to explore, share, and contribute to a vast collection of datasets. Through robust quality control and innovative technologies like blockchain verification, opendatabay ensures the authenticity and reliability of datasets, empowering users to make data-driven decisions with confidence. Leverage cutting-edge AI technologies to enhance the data exploration, analysis, and discovery experience.
From intelligent search and recommendations to automated data productisation and quotation, Opendatabay AI-driven features streamline the data workflow. Finding the data you need shouldn't be a complex. Opendatabay simplifies the data acquisition process with an intuitive interface and robust search tools. Effortlessly explore, discover, and access the data you need, allowing you to focus on extracting valuable insights. Opendatabay breaks new ground with a dedicated, AI-generated, synthetic datasets.
Leverage these privacy-preserving datasets for training and testing AI models without compromising sensitive information. Opendatabay prioritizes transparency by providing detailed metadata, provenance information, and usage guidelines for each dataset, ensuring users have a comprehensive understanding of the data they're working with. By leveraging a powerful combination of distributed ledger technology and rigorous third-party audits Opendatabay ensures the authenticity and reliability of every dataset. Security is at the core of Opendatabay. Marketplace implements stringent security measures, including encryption, access controls, and regular vulnerability assessments, to safeguard your data and protect your privacy.
06-04-2024 - NYC Tech Week - Discussion on Vector Databases, Unstructured Data and AI
Round table discussion of vector databases, unstructured data, ai, big data, real-time, robots and Milvus.
A lively discussion with NJ Gen AI Meetup Lead, Prasad and Procure.FYI's Co-Found
China: Data Driven User Engagement and Acquisition
1. China
A look at the Opportunities in:
Optimization, Segmentation, Targeting,
CRM, Users Profiling.
Innovation
Strategy
Data
Data Driven User Engagement
and Acquisition
4. Data, technology, media
and campaign optimization
give us enormous
potential to make spend
more efficient
and to be
more
consumer
relevant
Page 4Data Strategy and Innovation
6. 1. Websites, apps, databases, media, social networks, micro blogs, emails, forums, bbs, offline events, newspapers, magazines, outdoor, etc…
most of these activities/media/platforms provide a huge amount of powerful data to be leveraged by the organization.
• Platforms: plenty of useful data1
• Data value: underestimated and
not made actionable
• Easy to improve and make it scalable
across the organization
Page 6Data Strategy and Innovation
8. For Paid Media this means:
Assigning budget in a
scientific way and optimizing
by using data driven
solutions giving positive
impact on spending,
performances, and
achievable goals/metrics.
Page 8Data Strategy and Innovation
9. For Unpaid media this
means:
Keeping users highly
engaged providing them
with the right content, at
the right time, in the right
place.
Page 9Data Strategy and Innovation
10. So, what does this look like
today?
Page 10Data Strategy and Innovation
11. The Online Media landscape
in Europe
• Complex and sophisticated
• Opportunity to operate
similarly in China within a
simpler environment
Page 11Data Strategy and Innovation
15. DMP (Data Management Platforms) On site optimization
Page 15Data Strategy and Innovation
Ad Serving / DSP (Demand Side Platforms)
Some of the “Global/Local”
Players
17. Smart Ads: every ad is personalized and optimized for its
viewer
Retargeting: identify users who did a previous action (whether
on 1st or 3rd party websites), and expose them to a specific ad
accordingly
Behavioral Targeting: profiling users according to their online
activities (also offline where possible).
Audience Expansion: analyzes converters and identifies similar
profiles
DSP (Demand Side Platform): centralized media buying focused
on users rather than sites.
Data Suppliers: provide data on online/offline consumers
Trading Desk: buy and optimize media and audience using DSP
Frequency Capping: limit the times a user is exposed to an ad
Page 17Data Strategy and Innovation
Some Key Terminologies
18. Page 18Data Strategy and Innovation
Users:
Engagement, Optimization
and Acquisition
19. Page 19Data Strategy and Innovation
4 Key Audience/Target
Opportunities
1. Registered users
2. Client and/or
Partner Database
3. Referrals
4. Unregistered Users and
New Users Acquisition
21. Main goal:
persuade already registered users1 to activate their
account and complete their profile.
Follow up:
regular targeted emails based on their declared
information and web behavior to keep them highly
engaged.
1. Registered users
Page 21Data Strategy and Innovation
1. In this specific case once a user registers, will need a further step to activate his account (mainly will need to click on a link sent to his
email address)
Objectives
22. Registered
user
Coming
from
platform
X?
Send
activation msg
Check
point 2
Action 3
Check
point 3
Action 4
Profile
complete
d?
Action 7
Regular emails
(opted in)
based on
behavior, or
on site
targeting
(opted out)
Engagem
ent
score
evaluati
on
Action 6
Check
point 4
Action 5
Page 22Data Strategy and Innovation
1. Registered users
N.B. Most of the original content in the boxes (actions and decisions) has been replaced with generic content.
For more details feel free to contact me: http://www.marcodecesaris.com
Action Plan
23. Main goal:
target new prospects1 and increase number of
registrations. Leverage existing Client’s database(s)
More:
In order to expand users’ profile (and get to know more
and better about our users – including social connections2)
would be worthy doing db match with external data
partners.
Follow up:
Build a lookalike model1 and identify similar users (potential
converters).
2. Client and/or Partner Database
Page 23Data Strategy and Innovation
Objectives
1. Building a lookalike model based on client’s db, would allow to identify a converter’s profile. Then similar users could be found within the client db, within
the partners’ db or even across the internet. This would allow to identify new prospects and increase number of registrations.
2. Identifying social connections could be leveraged for acquiring new prospects through social targeting.
24. Client DB or
Partner DB
Has the
user got
a
profile?
Check
point 1
Action 2
Create profileAction 1
Check
point 2
Action 3
Page 24Data Strategy and Innovation
2. Client and/or Partner Database
Action Plan
N.B. Most of the original content in the boxes (actions and decisions) has been replaced with generic content.
For more details feel free to contact me: http://www.marcodecesaris.com
25. Page 25Data Strategy and Innovation
2. Client and/or Partner Database
Defining the Opportunity
26. 1. For example it could be used for geo-targeting with household income level indicators.
2. N.B. Part of the content has been removed. This database could be used for interest based targeting, on and off line geo targeting.
3. Possibility of creating partnerships with specific enterprises and get access to their customers: e.g. “pampers” (families with babies).
Page 26Data Strategy and Innovation
2. Client and/or Partner Database
Data Partner
Objectives: new users acquisition, refining existing
users profile
Main Databases:
1. National Address Database – X Millions records, covers
all the household addresses in China1
2. National Magazines Subscription Database – Y Millions
records. It includes addresses and […]2
3. National Small and Medium Size Enterprise Database –
Z Millions records. It includes the type of industry and
contact of the enterprise3
N.B. Some of the content in this slide has been removed (e.g. information in the NATIONAL MAGAZINES SUBSCRIPTION DATABASE).
For more details feel free to contact me: http://www.marcodecesaris.com
27. Main goal:
Leveraging the data once we know
users are interested in our brand,
products, services1.
3. Referrals
Page 27Data Strategy and Innovation
1. The assumption is that first we collect users’ data on a hub website, not on the official branded website. E.g. We could collect users data on a
game platform sponsored by Brand X. Then Brand X will use the users data in order to promote its products/services to the different users
who explicitly agreed on the data usage policy.
Objectives 1/2
28. Follow up:
Targeting registered users with
specific messages about client’s
products or services (through
banner on the hub1 website for
example).
Page 28Data Strategy and Innovation
3. Referrals
Follow up:
Referring those users to Client’s
website (rather than to the initial
hub1 for example)
1. The assumption is that we collect users’ data on a hub website, not on the official branded website. E.g. We could collect users data on a
game platform sponsored by Brand X. Then Brand X will use the users data in order to promote its products/services to the different users
who explicitly agreed on the data usage policy.
Objectives 2/2
29. Referrals
Has the
user got
a
profile?
Action 1
Send brand
(no hub) email
accordingly
Action 2
Check
Point 1
Page 29Data Strategy and Innovation
3. Referrals
N.B. Most of the original content in the boxes (actions and decisions) has been replaced with generic content.
For more details feel free to contact me: http://www.marcodecesaris.com
Action Plan
31. LOW HIGHAccountability & Effectiveness
CPD/CPM CPM/CPC/CPA CPM/CPC/CPA CPM with
CPC or CPA goal
Site
Specific
Ad Network
(Vertical)
Ad Exchange
DSP Real-
Time Bidding
Page 31Data Strategy and Innovation
Evolved Online Media
Strategy
32. Main goal:
Unlock the potential of Smart Advertising/DSP/Data
Providers, by targeting unregistered users (on and offline)
according to their 3rd party profile, 3rd party behavior
and/or engagement with hub/brand/client website.
Follow up:
Paid media1, Unpaid media2
4. Unregistered Users and
New Users Acquisition
Page 32Data Strategy and Innovation
Tapping into
“Smarter Data” - Objectives
1. Such as: Accuen, Xaxis, MediaMind, Ipinyou, Google DoubleClick, Dratio, AdSame, MyThings, CognitiveMatch, Yahoo Dapper, Criteo, etc…
2. Such as: Omniture Test and Target, Hubspot
33. Off-site On-Site
Page 33Data Strategy and Innovation
4. Unregistered Users and
New Users Acquisition
So, even if we don’t know
these users…
We can learn about them…
34. Page 34Data Strategy and Innovation
4. Unregistered Users and
New Users Acquisition
Off-site: Media
35. Hub
Ad
Target Audience: Male,
20-40 years old, interested
in Finance and Sport.
Publisher 1 site
N.B. Part of the information in this slide (figures, vendor’s name, publisher’s name, and percentages) has been voluntarily replaced with generic
names and characters (e.g. X%, a%, x, y, Vendor 1, Publisher 3, etc…).
For more details feel free to contact me http://www.marcodecesaris.com
Page 35Data Strategy and Innovation
4. Unregistered Users and
New Users Acquisition
Hub site
Home Page
Page 1
Page 2
Registration
started
Example.
Off-site: Media
1. User lands on Publisher 1
site (where we bought
display ads). User qualifies
to be served our ad.
2. Our Ad (Hub Ad) is served
to the user.
3. User clicks on “Hub Ad” and
lands on our “Hub site”.
1
2
1
2
3
3
36. Hub
Ad
Publisher 1 site
N.B. Part of the information in this slide (figures, vendor’s name, publisher’s name, and percentages) has been voluntarily replaced with generic
names and characters (e.g. X%, a%, x, y, Vendor 1, Publisher 3, etc…).
For more details feel free to contact me http://www.marcodecesaris.com
Page 36Data Strategy and Innovation
4. Unregistered Users and
New Users Acquisition
Hub site
Home Page
Page 1
Page 2
Registration
started
Example.
Off-site: Media
1. User visits several pages in
our “Hub site”, and starts
the registration process on
the registration page.
2. User leaves the “Hub site”
without completing the
registration.
4
5
4
5
37. Publisher 2 site Hub site
Complete
Registrati
on
N.B. Part of the information in this slide (figures, vendor’s name, publisher’s name, and percentages) has been voluntarily replaced with generic
names and characters (e.g. X%, a%, x, y, Vendor 1, Publisher 3, etc…).
For more details feel free to contact me http://www.marcodecesaris.com
Page 37Data Strategy and Innovation
4. Unregistered Users and
New Users Acquisition
Registration
completed
Example.
Off-site: Media
Hub
Ad
Publisher 1 site Hub site
Home Page
Page 1
Page 2
Registration
started
1. Later on the same user
visits Publisher 2 site, and
the user (cookie) is
recognized by the ad
serving system, and a
customized ad is served
accordingly.
2. User clicks on the ad and
land directly on the
registration page of our
“Hub site”.
6
7
6
7
38. Hub
Ad
Publisher 1 site Publisher 2 site Hub site
Complete
Registrati
on
N.B. Part of the information in this slide (figures, vendor’s name, publisher’s name, and percentages) has been voluntarily replaced with generic
names and characters (e.g. X%, a%, x, y, Vendor 1, Publisher 3, etc…).
For more details feel free to contact me http://www.marcodecesaris.com
Page 38Data Strategy and Innovation
4. Unregistered Users and
New Users Acquisition
Hub site
Home Page
Page 1
Page 2
Registration
started
Registration
completed
Example.
Off-site: Media
1. User completes the
registration process
starting from the point
where he left during the
previous visit.
8
8
Despite the user being not
registered with us, the system is
able to identify the user once
again across the network and then
facilitates the final registration by
serving a customized message at
the right time in the right place.
39. Page 39Data Strategy and Innovation
4. Unregistered Users and
New Users Acquisition
Who are
the best
smart players
to partner with
in China?
40. Major Adnetworks
• Ad Network 1
• Ad Network 2
• Ad Network 3
• Ad Network 4
Major Publishers
• Publisher 1
• Publisher 2
• Publisher 3
• Publisher 4
N.B. Part of the information in this slide (figures, vendor’s name, publisher’s name, and percentages) has been voluntarily replaced with generic
names and characters (e.g. X%, a%, x, y, Vendor 1, Publisher 3, etc…).
For more details feel free to contact me http://www.marcodecesaris.com
Page 40Data Strategy and Innovation
4. Unregistered Users and
New Users AcquisitionOpportunity.
Vendor 1: adserving in China
41. Major Publishers
• Publisher 1
• Publisher 2
• Publisher 3
• Publisher 4
N.B. Part of the information in this slide (figures, vendor’s name, publisher’s name, and percentages) has been voluntarily replaced with generic
names and characters (e.g. X%, a%, x, y, Vendor 1, Publisher 3, etc…).
For more details feel free to contact me http://www.marcodecesaris.com
Page 41Data Strategy and Innovation
4. Unregistered Users and
New Users AcquisitionOpportunity.
Vendor 2: adserving in China
42. Buying the audience is more efficient
than buying inventory
Vendor 3 IS:
A platform combining data, media, technology & strategy
A means to enhance optimization and conversion
A tool providing more efficiency, greater control & deeper insights
Vendor 3 is NOT:
A 3rd party company
An account servicing team
N.B. Part of the information in this slide (figures, vendor’s name, publisher’s name, and percentages) has been voluntarily replaced with generic
names and characters (e.g. X%, a%, x, y, Vendor 1, Publisher 3, etc…).
For more details feel free to contact me http://www.marcodecesaris.com
Page 42Data Strategy and Innovation
4. Unregistered Users and
New Users AcquisitionOpportunity.
Vendor 3: adserving in China
Case study
X times higher CTR than past campaigns
Y times more cost-effective traffic driving
Audience reach:
XX% - YY%
43. Page 43Data Strategy and Innovation
4. Unregistered Users and
New Users Acquisition
On-site
44. 1. Case study: Targeted content results in xxx% increase in registration completions; Customized content drives response rate up yy%; Click-
through rates on homepage content slot jump zzz%
N.B. Part of the information in this slide (figures, vendor’s name, and percentages) has been voluntarily replaced with generic names and
characters (e.g. X%, a%, x, y, Vendor 1, etc…).
For more details feel free to contact me http://www.marcodecesaris.com
Page 44Data Strategy and Innovation
4. Unregistered Users and
New Users Acquisition
Our website
Home Page
Our website
Sporty Red Car
Features: bla bla bla bla bla
Engine: bla bla bla bla bka bka
Wheels: bla bla bla bla bla
Price: bla bla bla bla bla bla bla
Example.
On-site retargeting
2
3
3. User clicks on
the onsite banner
and lands on the
Sporty Red Car
page.
31. User searches
for “sporty red
car” on Baidu
and click on the
link.
2. User lands on our Home
Page and according to the
search keyword an onsite
customized banner is
displayed (sporty red car)
21
1
45. • Opportunity exists for players to
adopt and leverage these
advanced marketing technologies
in the Chinese market
• To meet Client’s objective, there is
the potential to see media spend
work harder through optimization
• Improve performance both in terms
of cost per acquisitions and
engagement Page 45Data Strategy and Innovation
Summary
46. Page 46Data Strategy and Innovation
What Are The Performances
And The Cost Involved?
47. Minimum Recommended Budget
(monthly or by campaign)
Performances from previous case
studies
Vendor 1 CPA: 8% of display
Vendor 2
w/o Vendor 2 w Vendor 2
CTR 0.05%-0.1% 1.5%-2%
Vendor 3
CPM: - 85% VS planned
CPC: - 61% VS planned
Impressions: + 683% VS planned
Clicks: + 255% VS planned
Vendor 4 # registrations: +1000%
Vendor 5
w/o Vendor 5 w Vendor 5
CTR 0.68% 1.30%
CR 0.71% 1.09%
Vendor 6 N/A
Vendor 7 CR: 108% increase
元 = X RMB = no min budget required
N.B. Part of the information in this slide (figures, indicative budget, vendor’s name, and percentages) has been voluntarily replaced with generic
names and characters (e.g. X%, a%, x, y, Vendor 1, etc…).
For more details feel free to contact me http://www.marcodecesaris.com
Page 47Data Strategy and Innovation
Minimum Budget Required
元元
元元 元元
元元 元元 元元 元元
元元
元
元
49. Testing these new
data and technologies for marketing
and advertising
with a minimum budget.
Goal: improving KPIs of X%.
N.B. Part of the information in this slide (figures, vendor’s name, and percentages) has been voluntarily replaced with generic names and
characters (e.g. X%, a%, x, y, Vendor 1, etc…).
For more details feel free to contact me http://www.marcodecesaris.com
Page 49Data Strategy and Innovation
50. Minimum budget required:
YY RMB
Target:
X% KPIs improvement
N.B. Part of the information in this slide (figures, vendor’s name, and percentages) has been voluntarily replaced with generic names and
characters (e.g. X%, a%, x, y, Vendor 1, etc…).
For more details feel free to contact me http://www.marcodecesaris.com
Page 50Data Strategy and Innovation
CPC
(RMB)
CPV
(RMB)
CPL
(RMB)
Average hub historical campaign
performances
x y z
TARGET by using the suggested
data/ad technologies
(1-J%)x (1-J%)y (1-J%)z
51. Ad/Data Technology Budget allocated (RMB)
Vendor 1 X RMB (over y months)
Vendor 2 X RMB (over z months)
Vendor 3 X RMB (over z months)
Vendor 4 X RMB + production cost
Vendor 5 X RMB ( j campaigns)
Vendor 6 X RMB ( j campaigns)
TOTAL XX RMB
N.B. Part of the information in this slide (figures, vendor’s name, and percentages) has been voluntarily replaced with generic names and
characters (e.g. X%, a%, x, y, Vendor 1, etc…).
For more details feel free to contact me http://www.marcodecesaris.com
Page 51Data Strategy and Innovation
Budget Allocation
52. No
Data/Ad
Technology
Duration M1 M2 M3 M4 M5 M6 M7 M8 M9 M10 M11 M12
1.1 Vendor 1 x months
1.2 Vendor 2 y campaigns
2 Vendor 3 y months
3 Vendor 4 y months
4 Vendor 5 y months
5 Vendor 6 y months
DSP
DMP
AS
DSP
AS
AS
N.B. Part of the information in this slide (figures, vendor’s name, and percentages) has been voluntarily replaced with generic names and
characters (e.g. X%, a%, x, y, Vendor 1, etc…).
For more details feel free to contact me http://www.marcodecesaris.com
Page 52Data Strategy and Innovation
Media Spending Timeline
(by month)
54. EXPERTISES:
Data Strategy & Planning,
Custom Data Solutions,
Marketing Technologies,
Advertising,
Advanced Targeting,
Optimization,
Smart Advertising,
DSPs,
Measurement,
CRM,
Social Media,
Marketing,
Insights and Analytics,,
Innovation.
COMPANIES/CLIENTS I worked for:
Page 54Data Strategy and Innovation
About me
55. Page 55Data Strategy and Innovation
http://www.linkedin.com/in/marcodecesaris
Contact details
Marco De Cesaris
58. Vendor 1
Ad Serving and Retargeting
N.B. Part of the information in this slide (figures, vendor’s name, and percentages) has been voluntarily replaced with generic names and
characters (e.g. X%, a%, x, y, Vendor 1, etc…).
For more details feel free to contact me http://www.marcodecesaris.com
Page 58Data Strategy and Innovation
59. TIMELINE: from x to y working days to setup
COST: it varies between X% of media spend and CPM model if
creative size > 40Kb
BUDGET: no minimum budget required
<ZKb
YYY: X%
>=ZKb
CPM
Reach:
XX%
N.B. Part of the information in this slide (figures, vendor’s name, and percentages) has been voluntarily replaced with generic names and
characters (e.g. X%, a%, x, y, Vendor 1, etc…).
For more details feel free to contact me http://www.marcodecesaris.com
Page 59Data Strategy and Innovation
Vendor 1
元
60. Vendor 2
Ad Serving and Retargeting
N.B. Part of the information in this slide (figures, vendor’s name, and percentages) has been voluntarily replaced with generic names and
characters (e.g. X%, a%, x, y, Vendor 1, etc…).
For more details feel free to contact me http://www.marcodecesaris.com
Page 60Data Strategy and Innovation
61. TIMELINE: from x to y working
days to setup
COST: Client usually pay by CPM.
Vendor 2 will put down the media
list, the CPM price, the estimated
CPC, impressions, and estimated
clicks etc in the media plan.
CPM:
X to Y
RMB
CPC:
Z to J
RMB
BUDGET: suggestion is to spend X
RMB per campaign (assuming 1
campaign per month)
¥ ¥¥ ¥ ¥
M1 M2 M3 M4 M5
¥ ¥¥ ¥ ¥
¥ ¥¥ ¥ ¥
N.B. Part of the information in this slide (figures, vendor’s name, and percentages) has been voluntarily replaced with generic names and
characters (e.g. X%, a%, x, y, Vendor 1, etc…).
For more details feel free to contact me http://www.marcodecesaris.com
Page 61Data Strategy and Innovation
Vendor 2 Reach:
YY%
62. Vendor 3
New Ad Technologies
N.B. Part of the information in this slide (figures, vendor’s name, and percentages) has been voluntarily replaced with generic names and
characters (e.g. X%, a%, x, y, Vendor 1, etc…).
For more details feel free to contact me http://www.marcodecesaris.com
Page 62Data Strategy and Innovation
63. TIMELINE: x working days to setup
COST: min y%; max z% of media spend
AS: a% M&A: b% AC: y%
BUDGET: recommendation is to spend J RMB over k months
¥ ¥¥ ¥ ¥
M1 M2 M3 M4 M5
N.B. Part of the information in this slide (figures, vendor’s name, and percentages) has been voluntarily replaced with generic names and
characters (e.g. X%, a%, x, y, Vendor 1, etc…).
For more details feel free to contact me http://www.marcodecesaris.com
Page 63Data Strategy and Innovation
Vendor 3 Reach:
ZZ%
64. Vendor 4
New Ad Technologies
N.B. Part of the information in this slide (figures, vendor’s name, and percentages) has been voluntarily replaced with generic names and
characters (e.g. X%, a%, x, y, Vendor 1, etc…).
For more details feel free to contact me http://www.marcodecesaris.com
Page 64Data Strategy and Innovation
65. TIMELINE: x to y working days to setup
COST: vendor 4 will make profit out of the media spent. Details
not released.
BUDGET: min. Z RMB per month
¥ ¥¥ ¥ ¥
M1 M2 M3 M4 M5
¥ ¥¥ ¥ ¥
?
N.B. Part of the information in this slide (figures, vendor’s name, and percentages) has been voluntarily replaced with generic names and
characters (e.g. X%, a%, x, y, Vendor 1, etc…).
For more details feel free to contact me http://www.marcodecesaris.com
Page 65Data Strategy and Innovation
Vendor 4 Reach:
JJ%
66. Vendor 5
New Ad Technologies
N.B. Part of the information in this slide (figures, vendor’s name, and percentages) has been voluntarily replaced with generic names and
characters (e.g. X%, a%, x, y, Vendor 1, etc…).
For more details feel free to contact me http://www.marcodecesaris.com
Page 66Data Strategy and Innovation
67. TIMELINE: x working days to setup
COST: min y%; max z% of
media spend, depending on file
size and other add on
BUDGET recommended: >X RMB
M1 M2 M3 M4 M5
¥ ¥¥ ¥ ¥
¥ ¥¥ ¥ ¥
¥ ¥¥ ¥ ¥
¥ ¥¥ ¥ ¥
¥ ¥¥ ¥ ¥
¥ ¥¥ ¥ ¥
¥ ¥¥ ¥ ¥
¥ ¥¥ ¥ ¥
size 1
Cost: y%
size 2
Cost: z%
Clicks
tracking:
a%
Imps +
clicks
tracking:
b%
Add on:
c%
N.B. Part of the information in this slide (figures, vendor’s name, and percentages) has been voluntarily replaced with generic names and
characters (e.g. X%, a%, x, y, Vendor 1, etc…).
For more details feel free to contact me http://www.marcodecesaris.com
Page 67Data Strategy and Innovation
Vendor 5 Reach:
XX%
68. Vendor 6
OFF-LINE
Data Partnership
N.B. Part of the information in this slide (figures, vendor’s name, and percentages) has been voluntarily replaced with generic names and
characters (e.g. X%, a%, x, y, Vendor 1, etc…).
For more details feel free to contact me http://www.marcodecesaris.com
Page 68Data Strategy and Innovation
69. TIMELINE: x working days to setup
COST: y-z RMB per record
BUDGET: min. X RMB per campaign (assuming 1 campaign per month)
y-z ¥
¥ ¥¥ ¥ ¥
M1 M2 M3 M4 M5
¥ ¥¥ ¥ ¥
N.B. Part of the information in this slide (figures, vendor’s name, and percentages) has been voluntarily replaced with generic names and
characters (e.g. X%, a%, x, y, Vendor 1, etc…).
For more details feel free to contact me http://www.marcodecesaris.com
Page 69Data Strategy and Innovation
Reach:
>Y Mio
Vendor 6
70. In House Optimization: Site and CRM
N.B. Part of the information in this slide (figures, vendor’s name, and percentages) has been voluntarily replaced with generic names and
characters (e.g. X%, a%, x, y, Vendor 1, etc…).
For more details feel free to contact me http://www.marcodecesaris.com
Page 70Data Strategy and Innovation
Vendor 7
71. TIMELINE: x working days to setup
COST: initial setup X RMB + Y Mio server calls Z RMB
BUDGET: minimum J RMB over the first 12 months, then
K RMB per year
Y MM
adcalls:
Z ¥
setup:
X ¥
N.B. Part of the information in this slide (figures, vendor’s name, and percentages) has been voluntarily replaced with generic names and
characters (e.g. X%, a%, x, y, Vendor 1, etc…).
For more details feel free to contact me http://www.marcodecesaris.com
Page 71Data Strategy and Innovation
Vendor 7
¥ ¥¥ ¥ ¥
M1 M2 M3 M4 M5
77. Note
The following list of images are images used in this
presentation. I would like to thank the owners of
those images as those images perfectly match
the content of this presentation. I tried to look
for similar images covered by cc license but it
was practically impossible to find suitable ones
able to replace the below list.
Hence I decided to use those original images (or slightly adapted) where the
copyright logo is clearly missing.
Despite of it, it could happen that I have to remove those images at a later
stage if I am asked to do so by the owners of the images.
Page 77Data Strategy and Innovation
Other Credits