The document discusses leveraging data to gain an advantage in advertising, emphasizing that success requires understanding and utilizing various data types. It highlights the transition from traditional advertising methods to more competitive and data-driven approaches, particularly on platforms like Facebook. The author encourages creative uses of data to improve advertising outcomes and outperform competitors.

2. Using data to gain an unfair advantage in
advertising
by
John Larkin
@jlarkin353

3. About me
Background in Marketing & Advertising
Hi!
@jlarkin353

4. About me
Background in Marketing & Advertising
then I found poker..
@jlarkin353

5. Poker is luck?
@jlarkin353

6. Poker is luck?
No.
Poker is about DATA
Data is Knowledge and Knowledge leads to
Advantage.
@jlarkin353

7. Poker is luck?
No.
Poker is about DATA
Data is Knowledge and Knowledge leads to
Advantage.
Advantage makes
Money
@jlarkin353

8. Are you Smarter than your Competition?
Maybe…
@jlarkin353

9. Does it matter?
It means less and less
every week, month, year…
@jlarkin353

10. We are living in the Age of
Content
@jlarkin353
MOOCS
Information is everywhere. Expertise can be
learned.
Blogs
Conferences
eBooks
Webinars
Emails
White
papers
Training

11. The good old days
@jlarkin353
Remember when you could buy a click
for 1c?
Unique
Clicks
CPC
Reac
h
Frequen
cy
CTRClicks
Not bad for €50!

12. Advertising Today
@jlarkin353
Facebook Organic reach is declining
Paid Reach is essential
Much more competitive..
Using data to gain an advantage is crucial

13. Most SMBs just ‘Boost’
@jlarkin353

14. @jlarkin353

15. @jlarkin353

16. @jlarkin353

17. @jlarkin353

18. @jlarkin353

19. @jlarkin353

20. @jlarkin353

21. How do we use data?
Three main types of adverts:
Custom Audiences
Lookalike Audiences
Website Custom Audiences
@jlarkin353

22. Lookalikes - Lead Gen
@jlarkin353

23. Retargeting
@jlarkin353

24. Cross Selling
@jlarkin353

25. Feedback?
@jlarkin353

26. Thanks!
@jlarkin353
How can you use your data creatively to
gain a competitive advantage and get
better results?