using data to gain an unfair advantage in advertising

Using data to gain an unfair advantage in

advertising

by

John Larkin

@jlarkin353

About me

Background in Marketing & Advertising

Hi!

@jlarkin353

About me

Background in Marketing & Advertising

then I found poker..

@jlarkin353

Poker is luck?

@jlarkin353

Poker is luck?

No.

Poker is about DATA

Data is Knowledge and Knowledge leads to

Advantage.

@jlarkin353

Poker is luck?

No.

Poker is about DATA

Data is Knowledge and Knowledge leads to

Advantage.

Advantage makes

Money

@jlarkin353

Are you Smarter than your Competition?

Maybe…

@jlarkin353

Does it matter?

It means less and less

every week, month, year…

@jlarkin353

We are living in the Age of

Content

@jlarkin353

MOOCS

Information is everywhere. Expertise can be

learned.

Blogs

Conference

s

eBooks

Webinars

Emails

White

papers

Training

The good old days

@jlarkin353

Remember when you could buy a click

for 1c?

Unique

ClicksCPC

Reac

h

Frequen

cyCTRClicks

Not bad for €50!

Advertising Today

@jlarkin353

Facebook Organic reach is declining

Paid Reach is essential

Much more competitive..

Using data to gain an advantage is crucial

Most SMBs just ‘Boost’

@jlarkin353

@jlarkin353

@jlarkin353

@jlarkin353

@jlarkin353

@jlarkin353

@jlarkin353

@jlarkin353

How do we use data?

Three main types of adverts:

Custom Audiences

Lookalike Audiences

Website Custom Audiences

@jlarkin353

Lookalikes - Lead Gen

@jlarkin353

Retargeting

@jlarkin353

Cross Selling

@jlarkin353

Feedback?

@jlarkin353

Thanks!

@jlarkin353

How can you use your data creatively to

gain a competitive advantage and get

better results?