How to leverage technology in order to meet advertisers’ branding objectives? By Jonathan Van Parys, Technology Lead @Semetis

1. How to leverage technology
in order to meet
branding objectives?
Jonathan Van Parys
Technology Lead at Semetis

2. How to leverage technology
in order to meet
branding objectives?

3. Data

4. 2015
Lots of Data.
Quantity of data
being created and
stored is exploding.
2010
2005
Digital data storage in exabytes (IDC)

5. Data in Marketing
Percent of CMOs reporting underpreparedness
50%
Data explosion 71%
Social media 68%
Growth of channel and
device choices 65%
Shifting consumer demographics 63%
Financial constraints 59%
Decreasing brand loyalty 57%
Growth market opportunities 56%
ROI accountability 56%
Customer collaboration
and influence 56%
Privacy considerations 55%
Global outsourcing 54%
Regulatory considerations 50%
Corporate transparency 47%

6. Accessible Data.
Getting the data you need is easier than has
ever been. APIs are going to rule the world.

7. The rise of open APIs
The rise of open government data initiatives
data.gov.be

8. Timely Data.
No more waiting
10 days to get
the data you need.

9. The real-time web

10. Flexible Data.
Choose what data
you collect.

11. Definitive Data.
No more guessing.
People speak with
their clicks.

12. It’s the most exciting time ever to be in marketing.
Capture, monitor and measure impact like never before.
Data + Marketing =

13. I think marketing is the new finance. In the 1960s and
1970s we got interesting data. So we saw huge gains in
understanding performance in the finance industry.
I think marketing is in the same place: now we’re getting a
lot of really good data, we have tools, we have methods,
we have smart people working on it.
Hal Varian, Chief Economist at Google

14. How to leverage technology
in order to meet
branding objectives?

15. How to leverage technology
in order to meet
branding objectives?

16. Collect the right data.
?source=primary-nav
?source=record-in-brief

17. Create the right interface.
Data alone is not enough.
Data needs poetry.
Brendan Dawes

18. The interface needs to identify what’s worth
saying and help say it intelligibly.
Information display

19. The interface needs to identify what’s worth
saying and help say it intelligibly.
Information hierarchy
Information navigation

20. We build data-rich applications
based on data collected around objectives.
Monitoring is better, more insightful and more fun.

22. Trending topics
We use impression data, evolution and speed of evolution to identify trending topics.
Correlates very nicely with TV, radio campaigns, and big events.
Twitter Semetis Trends

23. Easy access to top
Display placements.
Display focus

24. What next? track the top 10
sites your
banners appear
on.
track which display
visuals work best.

25. What next? track what words
are associated
with your brand
track how often based on what
your brand is people type.
searched in
Google.
track how often
track how many your brand is
people like your mentioned on
website or Twitter or
Facebook Pages. Facebook.

26. What next? track which
regions your
banners are most
often seen in.
track which
region your
brand is most
known in.

27. Today’s availability of data on the web makes it possible to
build applications that track your specific branding goals.
Tracking these objectives becomes
better, easier, more timely, and more fun.