Data is transforming marketing for the better and worse. What can publishers, brands and marketers do to make sure they're planning and measuring using the data that matters?

1. Big Data, Smart Data, Fast Data
Inspire Creativity and Leverage Competitive Advantage

2. 2
Data is ruining
marketing

3. 3
The perpetual
preoccupation with
the click

4. Know what this is?

5. What’s the impact on the other 99.99%?
0.01%
Click Through Rate
(CTR)

6. 6
Source: emarketer July 2015
The click dominates!
Metrics used to measure effectiveness of mobile advertising globally
CTR:
56%
Brand lift:
26%

7. 7
The
adblockalypse
• Is data transforming marketing for the better or worse?• Data Automation vs Data
Reputation

8. What stands between marketer and consumer?
100 350 947 1,876
2011 2012 2014 2015

9. We retarget. They block.
Source: Google Trends 2016
Average Jan 2012 Jan 2013 Jan 2014 Jan 2015
April 2010
Ad blocking
Retargeting

10. Who’s even seeing your ads anyway?
of web traffic is human are blocking adverts of impressions are viewable
40%22%44%

11. An obesity crisis in content

12. Source: Appnexus 2015
Trust is not uniform throughout the ad ecosystem
2%
4%
2%
21%
24%
32%
60%
57%
56%
17%
15%
10%
No Trust Some Mistrust Mostly Trust Completely Trust
Ad Tech Companies
Publishers
Advertisers

13. “ You might be making mistakes on the margin of error,
but I believe the speed of which you get data and make
decisions is more important than accuracy of the answer
you get.”
Jorn Socquet, VP of US marketing, AB InBev
A statement to send a shudder down a market
researchers spine’

14. 53%84%
Of global CEOs say
they lack time to
think strategically
about forces of
disruption and
innovation
Of global CEOs are
concerned about the
quality of data they
have to base
decisions on
Of marketers need to
be more data focused
to succeed
Marketers don’t
disagree… but
there’s room for
improvement…
Source: KPMG Global CEO Outlook survey June 2016, Adobe Systems April 2015
86%
But can you blame him?

15. 15
The solution?

16. Smart Data,
Fast Data,
Inspiring Data

17. 17
Ophan

18. Data can be used to simply inspire creativity in a
timely fashion
+

19. Analytics dashboards
for advertisers…

20. 20
Real time data-driven
media planning

21. 21
Pulse and Velocity

22. 22
Dynamically served contextual ads

23. 23
The power of
normative data of all
shapes and sizes

24. Building a normative database and unearthing new insight
% uplift in ad perceptions, relevant vs non relevant editorial environment on Guardian website
Informed
Positive towards
advertiser
Benefit Appealing
Travel +16% +29% +22% +40%
Tech +25% +16% +16% +12%
Food & Drink +17% +24% +36% +21%
Finance no boost +8% +57% no boost
Fashion & Beauty +21% +13% +13% no boost
Arts & Entertainment no boost +16% +12% +8%

25. Normative mobile effectiveness

26. Four takeaways
Harness first party data for
campaign planning
Inspire creativity through
analytics
Tell data driven stories for
brands
Create an advertiser rather than
publisher centric view of first
party data