personalisation, profiles and policy

C I A R Á N N O R R I S

D I R E C T O R

E M E R G I N G M E D I A

PERSONALISATION,

PROFILES & POLICY

67 countries

6,000 people

100s clients

£millions of spend

Here’s

one I did

earlier

Except, I

didn’t

I’ve Been Here Before…

A Vision (From 2007) Preferences

Recommendations

USER PROFILE

LOCATION TIME

KEYWORD SEARCH

GPS Tagging

GPS Positioning

Voice Recognition

4D SEARCH

Social

recommendations

A Vision (From 2007) Preferences

Recommendations

USER PROFILE

LOCATION TIME

KEYWORD SEARCH

GPS Positioning

Voice Recognition

4D SEARCH

It’s Not Just SoLoMo

It’s Not Just SoLoMo

And It’s Not Just Google

Stuff

Facebook

Thinks I’ll

Like

Stuff

Facebook

Thinks I’ll

Like

The Rest Of The

Noise

So, This Is All Great.

Right?

And Facebook Likes Also Drive Brand

And +1 Can Reduce CPC

But!

Image by Pete Birkinshaw on flickr

Image by Pete Birkinshawon flickr Image by Zero Emission Resource Organisation on flickr

The Present Bias

The Present Bias

Designed by Dr.-Ing. Joachim Feldmann

Who Do You Think

Won The Twitter

Election?

We Need New Ways Of

Categorising

And +1 Can Reduce CPC

And We Can Sell Like

This

1. Collect confirmed data 2. Prediction modelling 3. Segmentation

~ 5,000,000 profiles

Statistical models are built to

predict “true male” across all 600

attributes

Segmentation for balance of

reach and precision

Segment Bookings Media Spend Revenue CPM Cost Per

Booking

Average

Booking

Value

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

Source: Google

And It Doesn’t End

There

YouTube Trueview

Promoted Tweets

Promoted Tweets

Promoted Tweets

So, All Good?

scubadive67 on flickr

Introduction

Rock Cohen on flickr

Zimpenfish on flickr

Cameron Perkins on flickr

Kathryn Rotondo on flickr

Conclusions

Want To Rank? Get Social

Get Noticed? Social Context

Save Money? Go DSP

Cookies?…

http://www.indra.com/8ball/front.html

http://www.indra.com/8ball/front.html

Kathryn Rotondo on flickr