Five tips to take advantage of advertising big data
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This deck was presented at the AI and Big Data conference in Beijing November 2018. The presentation discusses how big data changed the advertising industry and how advertising industry has in turned changed the use of big data. The deck also shares the five strategies for whomever looking to automate and digitalize their advertising organization.
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Five tips to take advantage of advertising big data
- 1. Five tips to take advantage of advertising big data Michelle Cui Photo copy right: The Atlantic
- 2. What is useful data and what is noise? Advertising and Data
- 3. Photo copy right: lumapartners.com
- 4. Big Search eCommerce Social trends Media Planning P2P Analysis Plan vs Actual Analysis eCommerce /SEO Creative Repository Creative Analysis Overall KPI Panel Data Search Panel data Media spends Value share by channels Reach by medium spending Penetration Social spending impression, traffic Search engine spending impression, traffic Traffic by source SEO dashboard Creative performance Weibo index Social analysis API Manual calendar overlap input Media calendar Pre-, during and post planning data Manual Input from company repository Keyword index Search index Search Trends Weibo Trends Programmatic dashboard eCom spending impression, traffic
- 5. 5 Photo copy right: artmarketmonior.com It’s all about the customer
- 6. “If you want customers to connect with your brand, then your voice should reflect their values.”
- 7. Understand your customer Design the experience Metrics that matter Feedback that drives continuous improvement Photo copy right : kollaboration.org
- 9. The search of red velvet boots Photo copy right : net-a-porter.com
- 10. • Female, age 30 – 45, HHI ~$300K , lives in San Francisco • Has spent ~$5K on shoes and accessories in the last year • Spends avg. 2.5 hours on social media • Prefers European brands to domestic brands • Frequents fitness, wellness and parenting web sites • Follows celebrity chefs and the cast of Queer eye • Is a member of a national gym chain and local art museums • Subscribe to diapers and baby wipes
- 11. Photo copy right : Chriselle Lim; out.com; dissolve.com alaintruong.com; Atelier Crenn
- 12. Christine Lee on Saturday November 20th 6:00 AM 6:30-7:30 AM 9:00 PM Grocery shopping Wake up Gym 10:00 AM – 1:00 PM Art exhibition 1:30 – 3:00 PM Lunch with best friend 3:30 – 5:30 PM Relax 10:45 PM Bedtime
- 13. AWARENESS INTEREST CONSIDERATION PREFERENCE PURCHASE LOYALTY Photo copy right : NET-A-PORTER mobile version
- 14. MM.DD.20XXADD A FOOTER14 Organize and refresh your data
- 15. Customer deep learning Product design Campaign creative Message design social, search, ecommerce, paid campaign strategy CRM strategy Business insights Personalized Marketing Communications Photo copy right : kollaboration.org
- 16. MM.DD.20XX ADD A FOOTER 16Photo: Matthew Talbot, CTVNews.ca Connect the dots
- 17. END-TO-END ITERATION & OPTMIZATION TRACKING & DATA-LED INSIGHT DISCOVERY CONTEXTUAL INTELLIGENCE MOST TOUCHPOINTS COVERED LIVE DECISION MAKING & CROSS FUNCTIONAL TEAM USABILITY E-COMMERCE BIG SEARCH/ SEO SOCIAL LISTENING MEDIA & P2P PURCHASE DATA CONTENT / CREATIVE INSIGHTS & PERFORMANCE TOPLINE KPIs Photo copy right : lumapartners.com
- 18. 18 Foster your own data talent Photo copy right : timeout.com
- 19. Do we still need human? Photo copy right : thebulletin.org
- 20. 1. Self-starter 2. Deep understanding of the brand 3. Curious about the customer 4. Passionate about the data driven marketing space
- 21. A Storyteller Photo copy right : eyeem.com
- 22. Photo copy right: artmarketmonior.com
- 23. THANK YOU