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Personalisation, Profiles & Policy: SearchLove Presentation
The document discusses advanced techniques in media personalization and customer profiling, highlighting a 2007 vision involving suggestions, voice recognition, and GPS tagging. It features data collection from 5 million profiles and a segmentation strategy to balance reach and precision in advertising. The conclusion emphasizes the importance of social context in enhancing visibility and reducing advertising costs.
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Personalisation, Profiles & Policy: SearchLove Presentation
- 1. PERSONALISATION, PROFILES & POLICY CIARÁNNORRIS D I R E C T O R EMERGING MEDIA
- 2. 67 countries 6,000 people 100sclients £millions of spend
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- 6. I’ve Been HereBefore…
- 7. A Vision (From2007) Preferences Voice Recognition Recommendations KEYWORD SEARCH USER PROFILE 4D SEARCH TIME LOCATION GPS Positioning GPS Tagging
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- 9. A Vision (From2007) Preferences Voice Recognition Recommendations KEYWORD SEARCH USER PROFILE 4D SEARCH TIME LOCATION GPS Positioning
- 12. It’s Not JustSoLoMo
- 13. It’s Not JustSoLoMo
- 14. And It’s NotJust Google
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- 17. The Rest OfThe Noise Stuff Facebook Thinks I’ll Like
- 19. So, This IsAll Great. Right?
- 20. And Facebook LikesAlso Drive Brand
- 21. And +1 CanReduce CPC
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- 23. Image by PeteBirkinshaw on flickr
- 24. Image byby ZeroEmission Resource Organisation on flickr Image Pete Birkinshawon flickr
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- 26. The Present Bias Designedby Dr.-Ing. Joachim Feldmann
- 28. Who Do YouThink Won The Twitter Election?
- 31. We Need NewWays Of Categorising
- 34. And +1 CanReduce CPC
- 36. And We CanSell Like This
- 38. 1. Collect confirmeddata ~ 5,000,000 profiles 2. Prediction modelling 3. Segmentation Statistical models are built to predict “true male” across all 600 attributes Segmentation for balance of reach and precision
- 39. Average Booking Value Bookings Media Spend Revenue CPM Cost Per Booking Prospecting 52 $13,408 $28,261 $1.37 $260 $548 Prospecting– 3rd Party Data 64 $9,898 $48,082 $3.88 $154 $747 Total 116 $23,306 $76,343 $1.89 $201 $658 Segment Source: Google
- 40. And It Doesn’tEnd There
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- 49. Cameron Perkins onflickr
- 50. Kathryn Rotondo onflickr
- 51. Conclusions Want To Rank?Get Social Get Noticed? Social Context Save Money? Go DSP Cookies?…
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