An introduction to Big Data (AI) with plenty of examples in Chinese, and the author's projection of AI in the future.
以大量日常实例介绍大数据/人工智能,以及作者对于人工智能未来的畅想
An introduction to Big Data (AI) with plenty of examples in Chinese, and the author's projection of AI in the future.
以大量日常实例介绍大数据/人工智能,以及作者对于人工智能未来的畅想
13. Consumer Journey in Digital World Getting Complex
Video
Banner
Social Fans
Official Website App Store
APP
Forum
Social Media
RTB/Ad Net
QR Code
Search
Event Site
Web Download Page
EC Site Purchase
In-Store Purchase
IM
Outdoor
Print
Radio
TVC
TV PC
Laptop PadPhone
Event Complete
See Aware Interest Click Download Play Purchase Share
15. P.O.E.S. Model 完整廣告效果評估
Paid Media Owned Media Earned Media Sales Platform
Ad Tacking :
Impression
Click
frequency
Site Tacking :
Source
Consumer
Profile
Solcial Listening:
Tweet
Retweet
Reviews
E-Commerce :
Sales
Comments
Sentiments
Advertising Communication
and Engagement
Share iWOM Purchase
Comments
21. All Digital Ads Formats Are Under Measurement
Online video ads (pre-roll, pause ads)
Banner ads
Text link ads, soft ads
SEM (brand-zone, key words) QR code
App startup banner/ In-app banner
24. 麟數據如何從廣告與社交數據認識消費者
1st Party Identity Sample Data
First Name X X X
Last Name X X X
Email X X
Birthday X
Gender X
City X
State X X
Country X X X
Zip Code
Interests X
Likes X
Activities X X
Education X X
Work X X X
Relationship X
Registration Data
Traditional Registration
Progressive Profiling
Conditional Profiling
Behavioral Data
Purchases
Ad Clicks
Page Views
Shares
Comments / Reviews
Data
System Data
Location
Time
IP Address
Opt-ins
1st
party
DataAds
Data
Likes &
Interests
Favorite Movies
Favorite Music
TV Shows
Sports Teams
Education
Workplace
Purchases
PreferencesLocation
Shipping Information
Check-ins
Devices
View through
Opt-ins Favorite Books
Subscriptions
Work History
Time Spent
Conversion Rate
透過第三方廣告
監測收集識別資
料,結合第一方
使用者,達到最
大覆蓋率,成為
1st party DMP
SEI 贊助評估指數為本分析模型最核心的綜合指數,結合三大指數 –
「節目表現指數」、「品牌關聯指數」與「品牌效益指數」,全方面評估贊助品牌的整體效益。
儘管同一節目,其節目表現的結果相同,但各個品牌所獲得的關聯指數、效益提升指數不同,因此品牌贊助效益也有高低之分;同理,當品牌贊助於不同節目中,即使節目表現並不突出,若是品牌關聯度高、且品牌效益佳,則整體的贊助評估指數也能夠突顯出好成績,如韓劇師任堂與其贊助品牌「WHOO后」的結合,即為相當好的例子。