emerce performance 2016 - dillon richardson (ve interactive)
TRANSCRIPT
1
The Power of Data Turning data sources into meaningful performance
2
Adblocking High frequency caps Viewability issues
intro why collect model action
Trends in the ad industry
3
How Programmatic was born intro why collect model action
4
Programmatic from the buy side intro why collect model action
5
intro why collect model action
Why data matters?
6
Why data matters: Facebook 18th May 2012
Facebook goes public Shares =
$38.20
31st August 2012 Shares drop
Shares = $18.06
15 November 2016
Shares rise Shares = $117.31
intro why collect model action
7
Advertising potential
+ =Size Depth High Value Per user
Why data matters: The equation intro why collect model action
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The Strategy
intro why collect model action
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1. Collect 2. Model 3. Action Analyse size and quality Turn into meaningful insights Data led results
Three stages of data strategy intro why collect model action
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Collect
intro why collect model action
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Data sources intro why collect model action
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Understanding metrics that matter
intro why collect model action
Browser Date Domain Geo
Site Type
Operating System Time Intent
Screen Resolution URL Devic
e Ad
Position
13
Data Sharing intro why collect model action
14
Where is my data stored?
CRM uploading intro why collect model action
15
Model
intro why collect model action
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Who has access to my data? What are these partners doing with my data? How is this data use benefiting me?
Setting some rules intro why collect model action
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Defining shared and private data intro why collect model action
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Geo x4
OS X1.5
Intent x10
Site x5
Time x2
Layering data for accurate definition intro why collect model action
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Action
intro why collect model action
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Audience targeting
Behavioural modelling
Optimisation improvements
Delivery techniques intro why collect model action
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Audience targeting performance intro why collect model action
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Behavioural modelling performance intro why collect model action
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Behavioural modelling performance intro why collect model action
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Measurement + action intro why collect model action
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Industry benefits
More informed media buying
Reducing frequency caps
Making advertising more user relevant
intro why collect model action
26
Thank you! Are there any questions?
Ve Interactive | Dillon Richardson | @DVRIchardson | [email protected]