DataPop at DRS: Semantic Advertising: Bringing Meaning to Big Data
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Retailers today are armed with data, more data, and big data...but mining out truly actionable insights remains a challenge. Infusing semantic technology into advertising programs is solving the dilemma by adding meaning to the millions of data points available, enabling answers to the why and not just the what of digital marketing performance. Attend this tech talk to learn how semantic technology is fundamentally changing the way retailers analyze advertising data, and how they are using it to create unique and engaging ads at internet scale. Speakers: Jason Lehmbeck, chief executive officer, Datapop
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DataPop at DRS: Semantic Advertising: Bringing Meaning to Big Data
- 1. Semantic Marketing: Shopkeeper at Internet Scale Jason Lehmbeck, CEO
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- 4. #GekkoCane
- 7. 77
- 8. 8 Semantic Marketing = Shopkeeper at Internet Scale
- 9. 9 Luxury Fashion Category CODING Likes Colors Likes varietyLouis Vuitton Handbags Retailer.com/Louis-Vuitton Free Shipping and Free Returns! Higher ROAS Results: 30% Louis Vuitton Handbags Retailer.com/Louis-Vuitton Stylish LV Handbags in 18 Colors like Turquoise and Red
- 10. 10 Product WHO Deals > Selection Selection > Deals Insights WHY Ads Emphasizing Color Ads Emphasizing Deals WHAT
- 11. 11 Higher Weekly Clicks Results: 335% Refurb Black & Decker Cordless Handheld Blower Black & Decker New Cordless Handheld Blower Higher Weekly Clicks Results: 187% Semantics in Product Ads Black and Decker blower Factory Black & Decker Cordless Handheld Blower Black and Decker used blower
- 13. Write an ad, win a staycation!
- 14. Thank You
Editor's Notes
- Ad Tech that Thinks like a Retailer Not a Banker
- Context: Gekko as Ad Tech Patron Saint Arms Race Commoditize: blackbox algos, exchanges, RTB Daytrading consumers like pork bellies
- Some Value But Fatal Flaw: Digital Ads still suck Consumers aren’t having it
- Ad Tech Industry is creating own Sharknado Hope this hashtage makes the big board Better model than Gekko Tech
- While Gekko = commodization Retailer thinks customer first Matching best product offering consumer need/interest Unique product story that earns consumer attention
- Ad Tech should focus Scaling Retailer approach not Gekko Tech That’s Where Semantics comes in
- IBM’s Watson popularized the notion of Semantics NLP + Various Semantic Tech to crush the souls ofJeopardy nerds
- Semantic Marketing Scales the Retailer Approach to Ads Enables the delivery of highly personalize Ads that Deserve Attention True Promise of Digital
- Gekko: retailers on lots of keywords with RTB LCD: Nothing unique. Free Shipping Semantics: Underlying Meaning to Raw Targets and Product Data Determines most engaging Offer/Story Generates Ads people love to click on
- Zoom Out a littler 100s of Products, Brands, Locations, Promos 1000s of unique stories Semantic Marketing helps retailers leverage that
- Another Example of SM Biggest Opp for Retailers in Q4 Semantics even more critical Goog/Bing Raw Product Data -> Consumer Search SM does that Refurb vs New
- SM: Ad Tech that Thinks Like a Retailer not a Banker Move from Daytrading like Gekko Generating and optimizing ads that Deserve the Consumer Attention