FROM WHEELBARROWS TO MACBETH – BEHAVIOUR MODELLING FOR PUBLISHERS - MARTIN GOODSON & EMMA MARTIN

•

1 like•132 views

Martin is VP of Data Science at Skimlinks, leading on large-scale machine learning for natural language processing and the modelling of consumer behaviour. He previously working as a statistician at the University of Oxford, where he conducted research into the genetics of personality. As head of research at Qubit, he also built predictive models of behaviour for online personalisation. Emma is the Commercial Data Manager for the Evening Standard, Independent, i100 and London Live websites. This summer the team won the AOP award for Best Use of Data for their innovative approach to using data-insight to shape commercial campaigns. Prior to ESI, Emma worked at some of the largest international media owners, including Yahoo! and the commercial arm of the BBC; providing data insights to inform, execute and evaluate advertising campaigns for global clients.

From Wheelbarrows to Macbeth –
Behaviour Modelling for Publishers
Martin Goodson(Skimlinks)/Emma Martin (ESI Media)

Skimlinks statsA Common Approach to Targeting Ads
• Tag pages on your ‘Camera Lens’ forum
• Show ads for camera lenses to anyone who visits a page tagged with
‘Camera Lens’
• Expensive and inaccurate

Datastore
Build Daily
profiles
Intermediate Data
Structure (parquet)
Events (1 TB)
Daily Profiles
1.8 GB
Build Monthly
profiles
Generate Audience SegmentsCustomers
Monthly Aggregate
40 GB
The Pipeline

Building a Model: Women’s Bags
Product visit: Accessories - Women’s Bags
Interest: Accessories - Women’s Bags
Interest: Media/Entertainment – Celebrity Gossip
Interest: Food/Cooking
Page Impression: handbagblogsite.com
Page Impression: contentsite.com/women

Building a Model: Theatre Tickets
Product Visit: Theatre Tickets
Interest: Art/Culture
Interest: Gardening Equipment
Page Impression: editorialsite.co.uk/culture

Building a Model: Motorbike Accessories
Product Visit: Automotive - Motorbike Accessories
Page Impression: editorialsite.com/autos
Page Impression: hondarebelblog.com
Page Impression: www.motorcycleforumsite.net
Page Impression: editorialsite.com/science
Page Impression: editorialsite.com.com/divorce
Page Impression: Notebookforumsite.com

Testing Model Performance
Tech Fashion Toys
Toys 1 0 100
Fashion 2 100 3
Tech 100 1 1
Number of clicks in
the following month
Segment names

Testing Model Performance
Tech Fashion Toys
Toys 1 0 100
Fashion 2 100 3
Tech 100 1 1
Want high values
on the diagonal
Number of clicks in
the following month
Segment names

Recommendations: Barkbox.com
Product sold: High end gifts for Dogs
Segment Ratio
Pet Supplies 697.5
Specialist Food 59.59
Children’s Toys 15.25
Beauty Products 9.51
Health Foods/vitamins 3.45
Gourmet Food 4.18
Men’s Fashion 2.05
Cosmetics 3.04
Business & Finance 1.78
Education Careers 1.93

Recommendations: Petmountain.com
Product sold: Pets Supplies sold in volume
Segment Ratio
Pet Supplies 46.29
Grocery 4.2
DIY Home Improvement 3.3

Summary
Publisher data is a powerful tool for targeting online ads:
Create models to predict user intent
Validate model prediction
Recommend the right models for a specific campaign

ESI’s Love Affair with Data
At ESI, we believe in the power of our data. By utilising it effectively we can…
• Increase understanding of our users by mapping their journeys
• Improve consumer interaction with our brands by;
- offering a personalised experience on web, mobile and email
- serving more relevant, useful & engaging advertising
• Help our advertising partners speak to consumers in the most appropriate tone, at the right time
and in a fitting context

Audience Targeting
FIRST PARTY DATA
Browsing behaviour, content shared or liked, search terms
Registered user data; gender, age, postcode, interests, likes
+
SECOND PARTY DATA
eCommerce / advertiser data; previous purchase history
+
THIRD PARTY DATA
Intent or interest data, purchase histories, demographics, psychological types

Not all third party data is equal
Accuracy Reach Versatility

The Media Owner’s View
Accuracy Reach Versatility

Title: Open Sans 100 px
• Subtitle: Open Sans 48 px

Shop Kast is a social shopping engine that enables customers to discover products based on reviews from friends and share purchases with their social peers. This allows online retailers to increase customer acquisition and conversion rates. Shop Kast connects products customers want with the people they trust by leveraging the wisdom of a user's social circle and friends for more relevant recommendations. It aims to address issues like high customer acquisition costs and lack of trust in corporate messaging for retailers by utilizing the growing influence of social media and friends in online purchasing decisions.

Qualitative Research in Conversion Optimization

Andra Baragan

The document discusses how qualitative research, such as surveys and on-site user testing, can be applied to conversion optimization. It provides examples of how Marketizator used qualitative research methods like on-site surveys, web analytics, and A/B testing to help clients like Marketview Liquor and Avon improve their conversion rates and key metrics. The author argues that qualitative research helps identify user pain points and barriers, which can then be addressed through testing and personalization to drive better performance.

Travel personalisation speech

e-Strategy

The document discusses how personalization can increase ancillary revenues for travel companies. It explains that personalization begins with understanding individual customers using information from various sources like past purchases and interactions. This enables companies to send tailored, timely communications about additional products and services. Studies show personalized outreach can significantly increase customer responsiveness, purchase rates, and opening rates compared to generic communications. The key is building a profile for each customer and curating personalized recommendations and offers for additional travel products and experiences.

Social Commerce With Ripple6

Ripple6, Inc.

Social Commerce: Turning Their Friends into Your Salesforce -- Going Beyond Recommendations into Social Commerce Learn how to leverage social networking technology to go beyond recommendations and link your customers to each other. People trust recommendations from their friends more than any form of advertising. Leverage these relationships to turn your online store into a social community where your customers come to talk with their friends. Social commerce creates "sticky" sites that bring customers back for more. Learn how Ripple6 will integrate a community with your eStore.

How to Make Your Customer Experience Sticky

Boomtrain

Ecommerce Strategy & Affiliate Marketing | Michael Vorel | Affiliate Summit

Michael Vorel

Making Sense Of Online Presentation Mc David

ViamediaCharleston

The document discusses internet trends, search engine marketing, and how to turn online searchers into buyers. It provides statistics on internet usage and online searching behaviors. It defines search engine marketing and outlines strategies like search engine optimization and paid search advertising. It also introduces Viamedia Online as a company that can help businesses develop search campaigns to generate qualified leads and drive traffic.

The document discusses the impact of social commerce, mentioning that a 'Like' on Facebook is worth £5 and that 1,000 transactions occur per hour on Pampers' Facebook store. It notes that social commerce drives between 3-6% of online revenue and that Dell has made over £4 million from Twitter follower engagement. The document suggests surprising consumers and knowing your audience's profile and worth to improve sales, returns and SEO through techniques like virtual assistants, geotargeting and personalized promotions.

Kickstart Your Social Strategy - Ecommerce and Social Media

FastPivot

The industry treats “social media” as if it were a simple plugin for the online store. A social strategy is much more than simply acquiring Twitter and Facebook accounts. Social strategy is about real relationships with real people. In this upcoming webinar presented by social media experts from SingleFeed & FastPivot you’ll learn how to kick start your social media strategy. At this year’s Yahoo! Merchant Summit, Matthew Ledford, President of FastPivot, shared with his audience inside-information on how specifically social media has worked miracles for many FastPivot clients. Take for example, WorldSoccerShop.com’s 147,000 Facebook fans and YouthMinistry.com’s unique balance of commerce and online community. In this webinar, Ledford will again reveal how exactly merchants should use these new social strategies to increase sales and improve ecommerce store ranking on Google and other search engine results. Also, during this webinar, Brian Smith, CEO of SingleFeed, will be walking through the various options for selling products through Facebook. SingleFeed has created a simple way for merchants to leverage their Facebook fanpages to sell products. All you need is a Facebook fanpage, a Google Merchant Center data feed, and 5 minutes.

Marketing Automation part 3 of 4

Lori Fisher

ad:tech New York: Marketing to Millennials

Context Optional

UGC and Millennials: A modern day love story

Feefo

How Web Scraping Can Help Affiliate Marketers

PromptCloud

[livecast] Personalization on the Web

Vibhanshu Abhishek

The document discusses personalization technologies on the web that can be used to customize a user's experience based on their location, past purchases, and preferences. It provides examples of how Amazon and Netflix use personalization techniques like IP address mapping, cookies, recommender systems, and user ratings to tailor product recommendations, ads, and content. Personalization has been shown to increase sales, engagement, and loyalty for many online retailers and media companies.

Twin Tides Powerpoint Presentation (1)

Johanna Lopez

Twin Tides is an e-commerce clothing company that targets the college demographic. It was started in 2013 and has grown to include 5 employees. The marketing plan analyzes Twin Tides' website, social media presence, and customer analytics. It identifies strengths like detailed product descriptions, and weaknesses like a Christmas-themed landing page. Recommendations include creating a separate sales page and including shipping dates on checkout pages to improve the customer experience.

Facebook is not a strategy

Allen Fuller

An integrated marketing plan takes a strategic approach by defining the target audience (WHO), the desired actions (WHAT), and how to execute the plan (HOW). Simply being on Facebook is not a strategy without understanding WHO the target users are, WHAT the business wants them to do, and HOW the plan will be implemented. An effective plan requires determining objectives, conducting research, setting a budget and goals, analyzing strengths/weaknesses/opportunities/threats, testing and measuring results.

25 facts about ambassador marketing

Ambassify

This document provides 25 facts about ambassador marketing, referral programs, and the influence of consumers. Some key points: 1) Ratings, reviews, and recommendations from friends greatly influence purchase decisions, with word-of-mouth being the primary factor for 50% of purchases. 2) Content and offers shared by trusted ambassadors convert at higher rates than brand messages alone. Referred customers are more loyal and valuable. 3) Employees have more social connections than brands and are able to amplify brand messages more effectively through their own networks, reaching a wider audience.

Start Monetizing Your Blog Today

Affiliate Summit

The document summarizes an affiliate marketing seminar that covered the key stakeholders in affiliate marketing, how to evaluate merchant programs, different types of affiliate content, ways to monetize blogs through affiliate marketing, and resources for affiliates and merchants. The speakers included representatives from an affiliate network, an affiliate consulting company, and an affiliate blogger who discussed their roles and tips for success. Contact information was provided for following up on topics discussed.

Digital Marketing- Not selling online product can use?

Pham Huu Nghia

Digital marketing is important even for offline businesses because customers are now online and use the internet to research products. With digital marketing, businesses can build relationships with customers through social media and blogs to influence purchasing decisions without needing to aggressively promote their brand. It also allows businesses to optimize marketing campaigns through customer data collection and targeted ads to understand customer preferences and reach the right audiences.

Facebook Measurement Fundamentals

Tim Wilson

Greater Zion Marketing Series: Get These Million Visitors to Your Biz

greaterzion

Presented by LOVE Communications In preparation for hosting two IRONMAN World Championships in 2022, is your business prepared to reach athletes when they show up? Spend an hour with us discussing grassroots, organic and paid media strategies that will reach athletes and visitors and bring them into your business. Hear how to maximize your Google and Tripadvisor listings, how to target athletes through organic and paid social media efforts, get behind-the-scenes advice, and learn what opportunities exist with the local media, and the Greater Zion Convention & Tourism Office.

Overview Of EMarketing

TeamThink Inc.

The document outlines a digital marketing model for B2B companies with four stages: awareness, education, sales support, and client management. It provides best practices and examples for each stage, such as using multiple marketing channels for awareness, designing usable websites for education, integrating online and offline lead generation for sales support, and using customer portals and surveys for client management. The overall goal is to help companies allocate their digital marketing budgets strategically across the lifecycle to maximize impact.

Three email Imperatives - Automate, Personalise and Integrate

Andrew Campbell

Many marketers have addressed the hygiene factors of email campaigns that ensure efficiency : deliverability; compliance; tracking and usability. The focus is now shifting to the effectiveness of email programmes and delivering a step change in performance by combining three key levers : 1. Automation 2. Personalisation 3. Integration Find out how others have achieved this and how you could apply this approach to optimise your email strategy. Andrew Campbell is an experienced digital marketer with a wide breadth and depth of experience. He has worked on high pay back email programmes for leading brands such as Jet2; netflights; Thomas Cook and East Coast.

Three email Imperatives - Automate, Personalise and Integrate

Andrew Campbell

This document discusses three email imperatives: automation, personalization, and integration. It emphasizes that marketers should aim for higher personalization by using customer data and behavior to drive variable messaging. It also stresses integrating email with other channels like social, mobile, and ecommerce. The document provides examples of how to personalize emails based on website activity and purchase history. It shows how integrating data from different sources allows for more relevant messages at the right time in the customer journey.

Online marketing summit 061610 monica seebohm

Online Marketing Summit

The document discusses behavioral targeting in online advertising. It explains that audience targeting uses audience data from various online and offline sources to identify consumers most likely to be interested in specific ads or campaigns. This allows advertisers to efficiently reach the right audience and helps publishers monetize their audience. The document also discusses how behavioral targeting is growing significantly and transforming media buying across channels.

Digital marketing workshop 2013

Octave Online Communications

This document provides an overview of digital marketing and key areas within it. It discusses exploring the digital environment and learning about core digital marketing areas like social media, search marketing, email marketing and analytics. It covers topics such as the growth of digital searches, rise of "hypercompetition" online, and how organizations can reach consumers digitally. The document also discusses developing a digital strategy, managing resources, and convincing boards of the benefits of digital and social marketing. Overall it aims to give attendees an introduction to digital marketing and how to incorporate these techniques.

ROUNDTABLE 2016: DIETZ

LEAP Media Solutions, a division of BlueVenn

This document summarizes Audience and Consumer Marketing strategies and tools for different business units. It discusses using segmentation tools like LEAP and RAM panel testing to understand audiences. It provides examples of pitching strategies to advertisers using tools like Acxiom PersonicX for audience segmentation and identifying customer types like "Skyboxes & Suburbans". Polling tools like Civic Science and automotive data from R.L. Polk are also discussed for targeting and analytics. Specific campaign proposals are provided for auto dealerships including email, display, mobile and Facebook advertising.

DIT-Social-Media-Session-Jan2011

Digital Insights - Digital Marketing Agency

Quincy Chamber of Commerce Small Business Launch: Identify, Reach, Convert Yo...

Message & Medium, LLC

What's hot

Figaro Social Commerce

Paul_Bidder

Kickstart Your Social Strategy - Ecommerce and Social Media

FastPivot

Marketing Automation part 3 of 4

Lori Fisher

ad:tech New York: Marketing to Millennials

Context Optional

UGC and Millennials: A modern day love story

Feefo

How Web Scraping Can Help Affiliate Marketers

PromptCloud

[livecast] Personalization on the Web

Vibhanshu Abhishek

Twin Tides Powerpoint Presentation (1)

Johanna Lopez

Facebook is not a strategy

Allen Fuller

25 facts about ambassador marketing

Ambassify

Start Monetizing Your Blog Today

Affiliate Summit

Digital Marketing- Not selling online product can use?

Pham Huu Nghia

Facebook Measurement Fundamentals

Tim Wilson

What's hot (13)

Figaro Social Commerce

Kickstart Your Social Strategy - Ecommerce and Social Media

Marketing Automation part 3 of 4

ad:tech New York: Marketing to Millennials

UGC and Millennials: A modern day love story

How Web Scraping Can Help Affiliate Marketers

[livecast] Personalization on the Web

Twin Tides Powerpoint Presentation (1)

Facebook is not a strategy

25 facts about ambassador marketing

Start Monetizing Your Blog Today

Digital Marketing- Not selling online product can use?

Facebook Measurement Fundamentals

Similar to FROM WHEELBARROWS TO MACBETH – BEHAVIOUR MODELLING FOR PUBLISHERS - MARTIN GOODSON & EMMA MARTIN

Greater Zion Marketing Series: Get These Million Visitors to Your Biz

greaterzion

Overview Of EMarketing

TeamThink Inc.

Three email Imperatives - Automate, Personalise and Integrate

Andrew Campbell

Three email Imperatives - Automate, Personalise and Integrate

Andrew Campbell

Online marketing summit 061610 monica seebohm

Online Marketing Summit

Digital marketing workshop 2013

Octave Online Communications

ROUNDTABLE 2016: DIETZ

LEAP Media Solutions, a division of BlueVenn

DIT-Social-Media-Session-Jan2011

Digital Insights - Digital Marketing Agency

Quincy Chamber of Commerce Small Business Launch: Identify, Reach, Convert Yo...

Message & Medium, LLC

HARNESS THE POWER OF ONLINE MARKETING

Yellow Pages Group

The document discusses harnessing the power of online marketing. It highlights trends like the rise of mobile phones, social media, and group buying. It emphasizes updating websites frequently with rich content like photos and videos. The document also stresses testing online marketing strategies and tracking results to optimize performance. Key tactics discussed include search engine optimization, search engine marketing, and being active on social media.

APS Presentation London 2022_ Start Building Experiences.pptx.pdf

MoEngage Inc.

Today's savvy customers expect brands to provide a consistent and personalised experience across all available channels. Based on our research, we discovered that incorrect personalisation could result in the customer being lost. In Europe alone, 55% of consumers found irrelevant and inconsistent brand communication to be highly frustrating. So, how do you personalise your customers' interactions with your brand? This slide presentation will provide you with actionable insights for your personalisation strategy, allowing you to start building relationships and stop losing customers.

Boosting Email Marketing Revenue with Recommendations

Silverpop

HARNESS THE POWER OF ONLINE MARKETING

Yellow Pages Group

The document discusses harnessing the power of online marketing. It highlights trends like the rise of mobile phones, social media, and group buying deals. It emphasizes updating websites frequently and using video to engage customers. The document advocates testing online marketing strategies and using metrics to optimize efforts. Key tactics include search engine optimization, search engine marketing, and social media to help businesses get found online.

Social Media for business

Christian Dougoud

Social media has become popular for business use because classic advertising methods have lost effectiveness. Consumers are exposed to many ads and don't trust brand messages as much. They now do most purchase research online. Businesses use social media for communication, SEO, and monitoring. It allows them to create engaging content, build relationships, promote events, gain links for SEO, and learn what people say about their brand to improve. Monitoring tools help track key metrics like followers, shares, comments and see analytics by date, website, location and sentiment.

Recession Marketing

Lisa Wogan

Harness the power of online marketing

Yellow Pages Group

The document discusses harnessing the power of online marketing. It highlights trends like the rise of mobile phones, social media, and group buying. It emphasizes keeping website content up-to-date and rich, as businesses who updated their site 5 times a month saw 300% more traffic. The document also stresses testing online marketing strategies and using analytics to optimize efforts over time based on user behavior and performance.

'Tis the Season: Leveraging Social Media Ad Campaigns for the Holidays

MediaMath

Social media advertising slides Bristol Nov 17

Business West

This document provides an overview of using social media advertising to find new overseas customers. It discusses understanding target audiences and where they interact online, creating targeted ads on different social media platforms, and setting budgets and schedules for social media campaigns. The presentation includes exercises for attendees to develop persona profiles and example ad campaigns. Tips are provided for localization, trust factors, and measuring performance of international marketing efforts on social media.

HARNESS THE POWER OF ONLINE MARKETING

Yellow Pages Group

The document discusses harnessing the power of online marketing. It highlights trends like the rise of mobile phones, social media, and group buying deals. It emphasizes keeping website content up-to-date and using tactics like search engine optimization (SEO), search engine marketing (SEM), and being social. The document stresses testing strategies, tracking results, and making adjustments to improve performance.

Ecommerce Personalization Beyond Amazon

Tinuiti

33% & growing – According to Euromonitor International, that was Amazon’s 2016 Ecommerce Market Share in the U.S. – A scary thought for many ecommerce executives. Yet, it’s also a great opportunity for executives to learn Amazon’s strategies to acquire, grow & retain customers, to use for your own. While most retailers cannot compete with Amazon on operations and fulfillment, where you have opportunity is with advancing your approach to personalization and cross-channel campaign management.

Similar to FROM WHEELBARROWS TO MACBETH – BEHAVIOUR MODELLING FOR PUBLISHERS - MARTIN GOODSON & EMMA MARTIN (20)

Greater Zion Marketing Series: Get These Million Visitors to Your Biz

Overview Of EMarketing

Three email Imperatives - Automate, Personalise and Integrate

Online marketing summit 061610 monica seebohm

Digital marketing workshop 2013

ROUNDTABLE 2016: DIETZ

DIT-Social-Media-Session-Jan2011

Quincy Chamber of Commerce Small Business Launch: Identify, Reach, Convert Yo...

HARNESS THE POWER OF ONLINE MARKETING

APS Presentation London 2022_ Start Building Experiences.pptx.pdf

Boosting Email Marketing Revenue with Recommendations

HARNESS THE POWER OF ONLINE MARKETING

Social Media for business

Recession Marketing

Harness the power of online marketing

'Tis the Season: Leveraging Social Media Ad Campaigns for the Holidays

Social media advertising slides Bristol Nov 17

HARNESS THE POWER OF ONLINE MARKETING

Ecommerce Personalization Beyond Amazon

More from Big Data Week

BDW17 London - Edward Kibardin - Mitie PLC - Learning and Topological Data A...

FROM WHEELBARROWS TO MACBETH – BEHAVIOUR MODELLING FOR PUBLISHERS - MARTIN GOODSON & EMMA MARTIN

Recommended

Recommended

More Related Content

What's hot

What's hot (13)

Similar to FROM WHEELBARROWS TO MACBETH – BEHAVIOUR MODELLING FOR PUBLISHERS - MARTIN GOODSON & EMMA MARTIN

Similar to FROM WHEELBARROWS TO MACBETH – BEHAVIOUR MODELLING FOR PUBLISHERS - MARTIN GOODSON & EMMA MARTIN (20)

More from Big Data Week

More from Big Data Week (20)

Recently uploaded

Recently uploaded (20)

FROM WHEELBARROWS TO MACBETH – BEHAVIOUR MODELLING FOR PUBLISHERS - MARTIN GOODSON & EMMA MARTIN