The future of the marketing tech stack
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Will Artificial Intelligence power marketing in the "Post-Modern" Era? A presentation given by Marc Keating at the B2B Marketing InTech Event, 23 February 2017.
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카카오의 광고지능 (Intelligence on Kakao Advertising)
정부환(ben.hur) / kakao
---
온라인 광고는 현재 인터넷 비즈니스 모델을 가능케하는 핵심 동인이다. 새로운 서비스가 등장하고 시장 규모가 커짐에 따라서 온라인 광고 생태계도 함께 진화하고 여러 기술적 도전이 있다. 지면 중심에서 오디언스 중심으로, 단순 광고 노출과 클릭에서 광고주의 필요를 반영한 다양한 전환으로, 그리고 수의 계약에서 실시간 자동 입찰로 온라인 광고 생태계가 진화하고 있다. 이런 변화의 흐름에서 여러 지면에 접속하는 사용자들의 성향을 즉시 분석해서 가장 적합한 광고를 실시간으로 선택하고 노출하는 것은 기술적으로 매우 어려운 문제다. 본 발표는 카카오의 광고 랭킹에 필요한 데이터와 알고리즘을 간략히 소개한다.
-------------
<Glossary>
- Audience: 광고 도메인에서 사용자 (User)를 뜻함
- Publisher: 앱이나 웹 등의 광고 지면(inventory)/매체(media)을 제공하는 사람
- SSP: Supplier-side platform
- DSP: Demand-side platform
- DMP: Data management platform
- MAT: Mobile app tracking
- Pixel: 광고의 전화을 추척하기 위해서 웹에 심어두는 스크립트
- AdX: Ad Exchange, 광고의 mediation이 이뤄지는 마켓
- RTB: Real-time bidding
- Programmatic buying: AdX에서 프로그램에 의해서 (자동으로) 광고 입찰 및 낙찰이 이뤄지는 것
- Impression: 광고 노출
- ROAS: Return on ad spending
- eCPM: effective cost per mille (1천회 노출당 기대 비용/수익)
- CPM/CPC/CPA: Cost Per mille/click/acquisition(action, conversion)
- CTR/CVR: Clickthrough rate, (post-click) conversion rate
- SGD: Stochastic gradient descent
- FTRL: Follow-the-regularized-leader
- FM/FFM/FwFM: Factorization machines / Field-aware FM / Field-weighted FM
- DCN: Deep & cross network
- LDA: Latent dirichlet allocation
- DNN: Deep neural network (DL)
- AE: Auto-encoder
- GBDT: Gradient-boosting decision tree
- Targeting: 광고주가 자신의 광고가 노출될 오디언스 (사용자)를 제한하는 것
- Retargeting: 사용자의 특정 행동 (i.e., 광고주 사이트 방문)에 반응해서 광고를 노출/제한하는 것
- LookALike: 광고주가 제공한 오디언스 그룹과 유사한 특징을 갖는 오디언스군 (유사확장타게팅)
- PPC: Pay per click 클릭당 과금액
- RIG: Relative information gain
- NE: Normalized entropy
- AUC: Area under ROC Curve
- GSP/VCG: Generalized second price auction / Vickrey-Clarke-Groves auction
- DNT: Do not track
B2B social media marketing - Taking it to the next level
Presentation given by Marc Keating, Head of Digital, IAS B2B Marketing at the 2011 B2B Marketing social media seminar. The presentation explores where social media fits into the marketing strategy, integrating social channels, and analysing who and where your social audience are.
The Key to Success on Social Media - Samantha Singer - Marketing Success - Au...
The topics will include:
- principles of social media marketing
- how to generate revenue through social media
- social media ads – are they worth it?
- using social media in an authentic manner
- Facebook, Twitter, Periscope, Snapchat – how to determine the relevant social media channels available
7 Steps to Brilliant B2B Digital Marketing CIM Cumbria 24 Sept 13
7 Steps to Brilliant B2B Digital Marketing CIM Cumbria 24 Sept 13 Rene Power, agency marketer, writer of The Marketing Assassin Blog
Rene's presentation to CIM Cumbria on 24 September 2013 which took the group on a whirlwind tour of the key elements required in the modern marketing toolkit. Starting with setting a digital strategy and objectives, your business website, SEO, inbound content, social media, conversion and evaluation. The presentation is a summary of Rene's ebook Brilliant B2B Digital Marketing (co-authored with Dave Chaffey) available from Amazon and also through www.smartinsights.com to Expert Members.Recommended
카카오의 광고지능 (Intelligence on Kakao Advertising)
정부환(ben.hur) / kakao
---
온라인 광고는 현재 인터넷 비즈니스 모델을 가능케하는 핵심 동인이다. 새로운 서비스가 등장하고 시장 규모가 커짐에 따라서 온라인 광고 생태계도 함께 진화하고 여러 기술적 도전이 있다. 지면 중심에서 오디언스 중심으로, 단순 광고 노출과 클릭에서 광고주의 필요를 반영한 다양한 전환으로, 그리고 수의 계약에서 실시간 자동 입찰로 온라인 광고 생태계가 진화하고 있다. 이런 변화의 흐름에서 여러 지면에 접속하는 사용자들의 성향을 즉시 분석해서 가장 적합한 광고를 실시간으로 선택하고 노출하는 것은 기술적으로 매우 어려운 문제다. 본 발표는 카카오의 광고 랭킹에 필요한 데이터와 알고리즘을 간략히 소개한다.
-------------
<Glossary>
- Audience: 광고 도메인에서 사용자 (User)를 뜻함
- Publisher: 앱이나 웹 등의 광고 지면(inventory)/매체(media)을 제공하는 사람
- SSP: Supplier-side platform
- DSP: Demand-side platform
- DMP: Data management platform
- MAT: Mobile app tracking
- Pixel: 광고의 전화을 추척하기 위해서 웹에 심어두는 스크립트
- AdX: Ad Exchange, 광고의 mediation이 이뤄지는 마켓
- RTB: Real-time bidding
- Programmatic buying: AdX에서 프로그램에 의해서 (자동으로) 광고 입찰 및 낙찰이 이뤄지는 것
- Impression: 광고 노출
- ROAS: Return on ad spending
- eCPM: effective cost per mille (1천회 노출당 기대 비용/수익)
- CPM/CPC/CPA: Cost Per mille/click/acquisition(action, conversion)
- CTR/CVR: Clickthrough rate, (post-click) conversion rate
- SGD: Stochastic gradient descent
- FTRL: Follow-the-regularized-leader
- FM/FFM/FwFM: Factorization machines / Field-aware FM / Field-weighted FM
- DCN: Deep & cross network
- LDA: Latent dirichlet allocation
- DNN: Deep neural network (DL)
- AE: Auto-encoder
- GBDT: Gradient-boosting decision tree
- Targeting: 광고주가 자신의 광고가 노출될 오디언스 (사용자)를 제한하는 것
- Retargeting: 사용자의 특정 행동 (i.e., 광고주 사이트 방문)에 반응해서 광고를 노출/제한하는 것
- LookALike: 광고주가 제공한 오디언스 그룹과 유사한 특징을 갖는 오디언스군 (유사확장타게팅)
- PPC: Pay per click 클릭당 과금액
- RIG: Relative information gain
- NE: Normalized entropy
- AUC: Area under ROC Curve
- GSP/VCG: Generalized second price auction / Vickrey-Clarke-Groves auction
- DNT: Do not track
B2B social media marketing - Taking it to the next level
Presentation given by Marc Keating, Head of Digital, IAS B2B Marketing at the 2011 B2B Marketing social media seminar. The presentation explores where social media fits into the marketing strategy, integrating social channels, and analysing who and where your social audience are.
The Key to Success on Social Media - Samantha Singer - Marketing Success - Au...
The topics will include:
- principles of social media marketing
- how to generate revenue through social media
- social media ads – are they worth it?
- using social media in an authentic manner
- Facebook, Twitter, Periscope, Snapchat – how to determine the relevant social media channels available
7 Steps to Brilliant B2B Digital Marketing CIM Cumbria 24 Sept 13
7 Steps to Brilliant B2B Digital Marketing CIM Cumbria 24 Sept 13 Rene Power, agency marketer, writer of The Marketing Assassin Blog
Rene's presentation to CIM Cumbria on 24 September 2013 which took the group on a whirlwind tour of the key elements required in the modern marketing toolkit. Starting with setting a digital strategy and objectives, your business website, SEO, inbound content, social media, conversion and evaluation. The presentation is a summary of Rene's ebook Brilliant B2B Digital Marketing (co-authored with Dave Chaffey) available from Amazon and also through www.smartinsights.com to Expert Members.Proposal risk based internal audit 2013
I am writing to you to introduce my company to your organisation and also see if there is a need for risk based internal audit which can be outsourced to Riskpro India
Riskpro-India is a specialized Risk Management Consulting firm based in Mumbai, India and with offices at Delhi and Bangalore.
Our Internal Audit includes
• Risk assessment and development of risk based audit plan
• Full scope audits (across various sourcing options)
• Assessing the effectiveness of risk management & internal audit
• Authenticating monitoring functions and governance practices
• Appropriately assessing the security, integrity, availability and reliability of critical information – financial & operational
• Audit of compliance with laws and regulations.
Helping companies achieve their stated objectives through an enhanced understanding and management of risks
How we can help
Our internal audit services enhance processes and controls in our clients’ businesses by focusing on key value drivers. Through multiple sourcing options (co-source, out-source, staff augmentation) and flexible delivery platforms (onsite, offshore, combination) we offer our clients cross-spectrum internal audit services that are tailored to their specific requirements.
Brief description of our firm is mentioned below:-
RISKPRO INDIA
• Riskpro is India’s first national practice dedicated to risk management services and training, corporate governance, and global regulatory compliances.
• Risk can be defined as a prospect of loss or reduced gain that can adversely affect the achievement of an organisation’s objectives.
• When greed overtakes need, it spells trouble. Manifested as ‘bankruptcy’ in much of the developed world and ‘corruption’ closer to home, greed has clearly disrupted some major industrialised economies and enhanced the risks of doing business
• In today’s world, risks are not few. The reason companies so often fail to systematically manage their key risks is rooted in the way they define the risks they face. Risks are manageable and the answer to untapped business opportunities that lie dormant waiting for risk factors to turn favourable
• Riskpro was founded in 2009 with offices in Mumbai, Delhi, and Bangalore and it has already added eight member firms in Ahmedabad, Agra, Chennai, Gurgaon, Hyderabad, Jaipur, Ludhiana, and Pune. All our offices and member firms are well equipped and staffed with qualified professionals viz. CA, CWA, CS, CPA, CIA, CISA, CFA, and MBA
• Riskpro’s founders are qualified risk management specialists with extensive work experience in India, Middle East, Europe and USA in several industries and financial institutions
• Riskpro aims to be the preferred service provider for large and medium enterprises on risk protection, corporate governance, and global regulatory issues; delivering state-of-the-art quality and timely services at viable rates
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In the last years we are reading more and more news about massive (millions) breach of passwords in web services as communities, emails services, cloud services and others.
Hackers simply are obtaining money stealing passwords and selling or misusing them.
This presentation is focus on how to protect our accounts and with this also keep sure our digital identity, our image and also our money safe from hackers businesses.
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Each event consists of an overview of UK economic statistics along with a session focused on a topic of particular interest. Today's special topic is 'shaping the future of consumer price statistics'.
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So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
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And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.10 Videos Any Business Can Make Right Now! - Shelly Nathan
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Proposal risk based internal audit 2013
I am writing to you to introduce my company to your organisation and also see if there is a need for risk based internal audit which can be outsourced to Riskpro India
Riskpro-India is a specialized Risk Management Consulting firm based in Mumbai, India and with offices at Delhi and Bangalore.
Our Internal Audit includes
• Risk assessment and development of risk based audit plan
• Full scope audits (across various sourcing options)
• Assessing the effectiveness of risk management & internal audit
• Authenticating monitoring functions and governance practices
• Appropriately assessing the security, integrity, availability and reliability of critical information – financial & operational
• Audit of compliance with laws and regulations.
Helping companies achieve their stated objectives through an enhanced understanding and management of risks
How we can help
Our internal audit services enhance processes and controls in our clients’ businesses by focusing on key value drivers. Through multiple sourcing options (co-source, out-source, staff augmentation) and flexible delivery platforms (onsite, offshore, combination) we offer our clients cross-spectrum internal audit services that are tailored to their specific requirements.
Brief description of our firm is mentioned below:-
RISKPRO INDIA
• Riskpro is India’s first national practice dedicated to risk management services and training, corporate governance, and global regulatory compliances.
• Risk can be defined as a prospect of loss or reduced gain that can adversely affect the achievement of an organisation’s objectives.
• When greed overtakes need, it spells trouble. Manifested as ‘bankruptcy’ in much of the developed world and ‘corruption’ closer to home, greed has clearly disrupted some major industrialised economies and enhanced the risks of doing business
• In today’s world, risks are not few. The reason companies so often fail to systematically manage their key risks is rooted in the way they define the risks they face. Risks are manageable and the answer to untapped business opportunities that lie dormant waiting for risk factors to turn favourable
• Riskpro was founded in 2009 with offices in Mumbai, Delhi, and Bangalore and it has already added eight member firms in Ahmedabad, Agra, Chennai, Gurgaon, Hyderabad, Jaipur, Ludhiana, and Pune. All our offices and member firms are well equipped and staffed with qualified professionals viz. CA, CWA, CS, CPA, CIA, CISA, CFA, and MBA
• Riskpro’s founders are qualified risk management specialists with extensive work experience in India, Middle East, Europe and USA in several industries and financial institutions
• Riskpro aims to be the preferred service provider for large and medium enterprises on risk protection, corporate governance, and global regulatory issues; delivering state-of-the-art quality and timely services at viable rates
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Building discussion guide (or DG) for business, research or assessing the market is not always an easy job. You might wonder if you have written down all the necessary questions, do those questions cover all the aspects of your objectives, or what would consumers think about the questions, etc.
How Affiliate Industry Giants are Building for the Future
This presentation is from Affiliate Summit West 2017 (January 15-17, 2017 in Las Vegas, Nevada). Session description: Join Jelle Oskam (adidas), Keith Posehn (Uber), John Toskey (Ebay Partner Network), and Robert Glazer (Acceleration Partners) as they shed light on big changes and growth opportunities in the affiliate marketing channel.
Passwords for sale
In the last years we are reading more and more news about massive (millions) breach of passwords in web services as communities, emails services, cloud services and others.
Hackers simply are obtaining money stealing passwords and selling or misusing them.
This presentation is focus on how to protect our accounts and with this also keep sure our digital identity, our image and also our money safe from hackers businesses.
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The answer is no for about 90% of the cyber assets due to the very minimal risk reduction achieved. Spend your effort elsewhere. Presentation goes over categories of security patching in ICS and recommends prioritized security patching.
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11th hour copy. Fix-it-later launches. Our users deserve more than the last-minute content we often get stuck with. And you have the power to change the game. Learn how to introduce (and sell) content strategy into your web design process.
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When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
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- Tools and techniques to keep you a step ahead
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Core Web Vitals to improve your website performance for better SEO results with CWV.
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- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
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Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
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Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.The New Era Of SEO - How AI Has Changed SEO Forever - Danny Leibrandt
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Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
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