workshop with simpli.fi: big data for small campaigns: exploring local programmatic
Post on 25-Jan-2015
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DESCRIPTION
Just because a campaign works in Portland, Maine doesn’t mean it will play in Portland, OR. Search has worked well for local advertising because it enables advertisers to customize campaigns to local needs and small daily budgets and sub-dollar tolerances. In this workshop, learn how unstructured data is enabling local programmatic marketing–opening up a whole new level of campaign optimization for any multi-unit retailer, franchise company or chain that depends on local awareness and conversions.
TRANSCRIPT
VISIBLE DATAVISIBLE SUCCESS
BIG DATA FOR LOCAL CAMPAIGNS
COMPLETE CROSS-PLATFORM CAPABILITIES
MOBILE VIDEODISPLAY SOCIAL
I LIVE IN PHOENIX
I CHECKED THE MIAMI WEATHER
I LOVE HOCKEY
CANADIANSNOWBIRD
ORDERS PIZZA
LIVES IN DOWNTONNEW YORK
BOUGHT TICKETS TO TIM
McGRAW
URBANCOWBOY
WHERE DID ALLTHAT DATA GO?
IT’S INSIDE A BLACK BOX.
JUST DOESN’T WORK FOR LOCAL
THE PROBLEM WITH SEGMENTS
SEGMENT BASED
SYSTEMS REQUIRE
VOLUME
THE ANSWER:UNSTRUCTUREDDATA
WTFUNSTRUCTUREDDATA?
SEARCH
CONTEXT
RECENCY
LOCATION
WE ARE LOCAL PROGRAMMATIC
LOCAL CAMPAIGNS
LOCAL BUDGETS
LOCAL AUDIENCES
DYNAMIC AUDIENCE BUILDING
AUTOMATEOPTIMIZATION
COMPLETEREPORTINGTRANSPARENCY
PROGRAMMATIC PERFORMANCEYOU CAN SEE
VISIBLE DATAVISIBLE SUCCESS
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