This document is from NEOBADGER, a marketing and tech company. It contains numerous pages discussing topics related to data, privacy, automation, and how data is used in digital marketing. There are sections on understanding a company's data landscape, making data work for business goals, and how automation can be used to integrate various data sources. Overall, the document provides an overview of data-related issues and opportunities for marketing and technology companies.

1. NEOBADGER
neobadger.com
NEOBADGER | www.neobadger.com

2. NEOBADGER | Marketing & Tech © 2020
James
Nicholson
github.com/neobadge
r
www.neobadger.com

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10. Nine Years
Marketing & Technology
Expertise
NEOBADGER | Marketing & Tech © 2020

11. Shameless Plug
neobadger.com
NEOBADGER | www.neobadger.com

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Nerd LevelLow High
High
SocialAptitude

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Questionable Hair ChoicesLow
ShowerRegularity
High
High

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Low High
High
Questionable Hair Choices
ShowerRegularity

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Low High
High
Questionable Hair Choices
ShowerRegularity

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The Great Divide
Insight to Action ››
www.neobadger.com
NEOBADGER

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Times
Unprecedented
These are

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Times
Unprecedented
These are

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Privacy

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139
million
Phone Numbers
Full Names
Email Addresses
ZNET-AustraliantechunicornCanvasufferssecuritybreach

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419
million
Phone Numbers
Gender
Age
FastCompany-419millionFacebookaccountshavebeenleaked

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+25%
use an ad/tracker
blocker
+16%
use TOR or a VPN
service
Source:EssentialMedia-PrivacyontheInternetreport

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MineYours

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Privacy

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Neobadger - Aggregate Data Review and Simulation

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Mozilla Blog - Tracking the Trackers

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Econsultancy-ImpactITPishavingonmarketingattribution

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and lockdowns
C VID-19
The year of

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Data Collection is Changing
Automation is Affected Reporting is Affected
Decisions are Influenced

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Source:Instagram@violadavis

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Source:CloudflareBlog-RecentTrendsinInternetTraffic

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Source:KASPRdatahausviaABC

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Source:KASPRdatahausviaABC

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Source: Australia Post 2020 eCommerse Report
5.2m
Aussie households shopped
online in April 2020

59. Source: GWI Coronavirus Research Report
NEOBADGER | Marketing & Tech © 2020
+40%
of consumers globally will
continue post-crisis

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Source:StatCounter-DesktopvsMobilevsTabletMarketShareAustralia

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VIC QLD WA
Source:Google-CommunityMobilityReport

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1. User’s query gets sent to Google
2. Google recognises commercial intent and checks for
advertisers targeting this intent
3. Advertisers enter the ad auction and bid based
on settings applied in Google Ads
4. Ads are ranked and rendered to the search
results page for the user.
Google Search
Ad Auction

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Google Smart Bidding

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Browsing History
Device
Location
Time of Day / Week
Age
Affinity / Interests
Gender
Parental Status
User Demographic & Context

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“Ceiling Panels”
87%
Mobile / Android
53%
Brisbane CBD
34%
Sunday, 6pm
91%
47 years
61%
‘Home & Gardening’
76%
Female
48%
No Children
25%
User Demographic & Context

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1. User’s query gets sent to Google
2. Google recognises commercial intent and checks for
advertisers targeting users query
4. Ads are ranked and rendered to the search
results page for the user.
Google Search
Ad Auction
3. Google processes the user’s demographic
and context signals and constructs an ad that
it anticipates will engage the user positively.
4. Advertisers enter the ad
auction and bid based on settings
applied in Google Ads

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the gap
Bridging

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Don’t Panic

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Don’t Panic

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Don’t Panic

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Don’t Panic

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Understand Your
Data Landscape

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First-party Third-party
Email Databases
CRM
Accounting Platform
Point of Sale Communications
Survey Data
Privileged Access Data
Social Media
Marketing Tech
Web Analytics Platforms
CX Trackers
Public Aggregate Datasets

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First-party Third-party
Email Databases
CRM
Accounting Platform
Point of Sale Communications
Survey Data
Privileged Access Data
Social Media
Marketing Tech
Web Analytics Platforms
CX Trackers
Public Aggregate Datasets

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First-party Third-party
Email Databases
CRM
Accounting Platform
Point of Sale Communications
Survey Data
Privileged Access Data
Social Media
Marketing Tech
Web Analytics Platforms
CX Trackers
Public Aggregate Datasets

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Source: CIO - AI Unleashes the Power of Unstructured Data
+80%
of digital data created is
unstructured

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NEOBADGER | www.neobadger.com

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NEOBADGER | www.neobadger.com

94. NeobadgerForkofGoogle’sGCPVisionDemo
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Understand Your
Data Landscape

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Make Your Data
Work For You

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Quality
Low High
High

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Aut mation

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Data Source Transport Mechanism Automation Tech

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Data Source Automation TechTransport Mechanism

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Data Source Automation TechTransport Mechanism

105. Shameless Plug
neobadger.com
NEOBADGER | www.neobadger.com

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Automation TechTransport MechanismData Source
Likes Mashed Spud

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Transport MechanismData Source Automation Tech
Likes Mashed Spud

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Data Source Transport Mechanism Automation Tech

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Data Source Transport Mechanism Automation Tech

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1st Party
Automation

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1. User’s query gets sent to Google
2. Google recognises commercial intent and checks for
advertisers targeting users query
4. Ads are ranked and rendered to the search
results page for the user.
Google Search
Ad Auction
3. Google processes the user’s demographic
and context signals and constructs an ad that
it anticipates will engage the user positively.
4. Advertisers enter the ad
auction and bid based on settings
applied in Google Ads

113. NEOBADGER | Marketing & Tech © 2020
1. User’s query gets sent to Google
2. Google recognises commercial intent and checks for
advertisers targeting users query
4. Ads are ranked and rendered to the search
results page for the user.
Google Search
Ad Auction
4. Advertisers enter the ad
auction and bid based on settings
applied in Google Ads
1st Party
Automation

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Don’t Panic
Understand Your Data
Put Your Data to Work

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neobadger.com
NEOBADGER | www.neobadger.com