big data - opportunities for marketers ama atlanta / ajc
TRANSCRIPT
AJC DIGITAL EDUCATION SERIES
March 28th
2
Thank You for being a part of one of the leading national AMA chapters. With your help we will be AMA’s Chapter of the Year.
AMA Atlanta AJC Digital Series
www.ama-atlanta.com
Ø Upcoming Events & Registration Ø Networking Events Ø Special Interest Groups Ø Marketing Information Ø Membership Benefits
3
HELP US HELP YOU BY FILLING OUT
YOUR EVENT SURVEY.
4
Save The Date Upcoming Events…
2013 Applied Research Methods W Atlanta - Buckhead
3377 Peachtree Road NE, Atlanta, Georgia 30326 4/8/2013 7:00 AM - 4/10/2013 1:00 PM
Register by 3/14/2013 12:00 AM for early registration fee Over this three day event, attendees are able to select and attend the tutorial session(s) that meet their learning needs. Each tutorial will: • Provide a structured overview of the selected topic area • Identify and structure important methods and applications • Compare and contrast the given methods and applications for
strengths and weaknesses • Use practical applications as en expository tool
Create your own learning experience and choose only the topics that are right for you! Choose from over 20 topics in: • Research Methods and Tools (Quantitative Focus, Customer
Loyalty, Online Research) • Business Understanding • Leadership Skills for Market Researchers
5
April 16th – Signature Luncheon Accelerating Growth through Client/Agency Partnerships
11:30 – 1:00 p.m. @ Villa Christina 400 Summit Boulevard
Save The Date Upcoming Events…
Discussion Topics: • Performance Evaluation • Integration • Innovation • Compensation • Access
6
AMA Collegiate Event - Atlanta Hawks & Sports Marketing
Save The Date Upcoming Events…
When: April 16th Where: Philips Arena Who: AMA Collegiates as well as college students interested in Sports Marketing
Join us for a fun night at Philips Arena to network with members of the Atlanta Hawks Marketing Department, as well as up-and-coming marketing professionals. You will have a unique opportunity to gain valuable insight in the area of Sports Marketing from a member of the Atlanta Hawks Marketing Team, as well as priceless information on internship opportunities.
7
Visual Storytelling: The Power of Multimedia in Communications
Wednesday, April 24 8:30 AM to 12:00 PM
City Club of Buckhead 3343 Peachtree Road Northeast #1850
Atlanta, GA 30326
Save The Date Upcoming Events…
Kelley Mitchell Price Managing Director, Digital Experience, American Cancer Society
John Aylward Vice President, Marketing, Teavana, Starbucks Global Tea at Starbucks
Jay Patel Associate Director, Attention
Candace McCaffery Communications Consultant and Membership & Promotions Chair, Social Media Club Atlanta Chapter
Michael Pranikoff Global Director - Emerging Media,
PR Newswire
8
Thank You for being a part of one of the leading national AMA chapters. With your help we will be AMA’s Chapter of the Year.
Cell phones ON, please!
Tell us what you think during this presentation…
Tweet your thoughts real-time:
#AMAatl
AMA Atlanta Signature Lunch
9
Thank You for being a part of one of the leading national AMA chapters. With your help we will be AMA’s Chapter of the Year.
AMA Atlanta Signature Lunch
We Want to Connect With You!
Let AMA and the entire Atlanta marketing and advertising community know what YOU think of:
The AJC Digital Education Series
http://www.linkedin.com/groups?gid=54522
http://twitter.com/amaatlanta
www.facebook.com/amaatlanta
http://amaatlanta.wordpress.com/
www.pinterest.com/amaatlanta
Thank You To Our Sponsor
A very special THANKS to our Sponsor of the AMA Atlanta - AJC Digital Series
10
11
Rebekah Hudson Digital Sales Manager
Cox Media Group
[email protected] 404-‐526-‐2048
AJC Digital Educational Series
12
Thank You for being a part of one of the leading national AMA chapters. With your help we will be AMA’s Chapter of the Year.
AJC Digital Educational Series
“Big Data – Opportunities for Marketers”
Sponsored by:
Today’s Speaker
13
Ben Plomion VP, Marke1ng & Partnerships at Chango • Digital prac11oner with 12 years of experience in
marke1ng & business development roles at GE & Chango
• Expert in programma1c marke1ng, from RTB media buying to marke1ng automa1on and content dissemina1on
• Writer for cmo.com, Digiday and Search Engine Watch. Speaker at IAB and OMMA
• Ben’s focus is on making data ac1onable to drive great
online marke1ng experiences
From GE to Chango
14
Today’s presentation
15
• About Chango • What is Big Data • Opportuni1es for marketers • The types of Big Data marketers can collect • The path to Big Data marke1ng • Data driven adver1sing • The role of a Data Management PlaUorm • Challenges around Big Data • Why you can’t wait too long to embrace Big Data • Closing remarks and Q&A
Chango solves ‘Big Data’
16
Chango is the 2nd largest source of search data, with more monthly searches than Yahoo! and Bing combined
Defining Big Data
17
“Big data” is when the size of data itself becomes part of the problem. At some point, tradi1onal techniques for working with data run out of steam. Source: “What is Data Science?” O’Reilly Radar Report
5,000 transactions per second
Opportunities for marketers
20
Programmatic Marketing is where the biggest opportunity is for the C-Suite.
Personal versus anonymous data
21
Anonymous Personally-‐Iden3fiable Vs.
First party versus second party data
22
The path to Big Data marketing
23
Media-driven online advertising
24
Our consumer The crowd we are shoo1ng at
The truth about banner advertising
Data-driven online advertising
26
Male
Our consumer The consumers we are reaching
Type of data used for targeted advertising
• Search engine data
• On-site search data
• Browsing history • Pages visited on
an advertiser’s site • Valued outcomes
on site
• Shared content • Brand affinity
• Check-out data • CRM data
Real time bidding
“Most of the largest finance and CPG marketers have already placed a considerable stake in programmatic, perhaps as much as 50 percent of total digital going into 2013” Vivaki “If an agency doesn’t have at least 15 percent in programmatic, they’re not going to be able to compete, and they certainly can’t possibly have a meaningful performance story. The Media Kitchen “I think Programmatic Buying it will go from 10 percent to 25 percent next year.’ The Weather Channel “I would bet we see increasing growth rates for pragmatic buying. Here’s why: Facebook is the tipping point.” Triggit
Informed Media
Site Retargeting in action
Search Retargeting in action
Don’t overdo it
32
Multi-channel marketing
WELCOME BEN TO YOUR PERSONALIZED CATALOG.
Facial recognition billboards
The role of a Data Management Platform (DMP)
35
“Makes important data
available in a central
location” “360-degree view of our data assets”
“Provides a complete view of customers” “It’s about
audience”
“Take any data source and
make it actionable”
“A ‘Big Data’ activation solution”
“A tool for optimizing interactions”
“Where we push
segments for media
targeting”
The role of a Data Management Platform (DMP)
36
Some challenges along the way
37
The technology to process and act on Big Data is available. The challenges are mostly organizational.
Frozen by indecisions
38
Don’t wait too long Amazon versus Barnes & Nobles
Don’t wait too long LinkedIn versus Monster.com
