exploiting the potential of big data
Post on 13-Sep-2014
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How are companies creating value from big data? They're developing a meaningful understanding of the users they're working to connect with through data from publishers and advertisers, and not just in real time.TRANSCRIPT
EXPLOITING THE POTENTIAL OF
BIG DATAMICHAEL WOLF ★ ANIL DASH
Thursday, July 10, 14
AGENDA
WHAT DO THESE GUYS KNOW?
THE PROMISE
BIG DATA CHALLENGE
CHANGING THE GAME
NEXT
Thursday, July 10, 14
WHAT DO THESE GUYS KNOW?
THE PROMISE
BIG DATA CHALLENGE
CHANGING THE GAME
NEXT
AGENDA
Thursday, July 10, 14
BIG JARGON
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CAPTURE DATA,LOCK IT AWAY,THEN TORTURE IT TO MAKE IT TELL YOU ITS SECRETS.
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★ BETTER PRODUCTS★ BETTER PRICING★ BETTER PREDICTION★ BETTER CONTENT★ BETTER ENGAGEMENT★ BETTER ADVERTISING EFFECTIVENESS ★ BETTER ADVERTISING EFFICIENCY
THE PROMISE
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Thursday, July 10, 14
HOWEVER, THE TRUE PROMISE OF BIG DATA STARTS WITH THE USER.
OK.OK.YAY!
Thursday, July 10, 14
WHAT DO THESE GUYS KNOW?
THE PROMISE
BIG DATA CHALLENGE
CHANGING THE GAME
NEXT
AGENDA
Thursday, July 10, 14
THE TOOLS
ANALYTICS DASHBOARDS
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REAL-TIME ANALYTICS ARE NOT THE FULL SOLUTION
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TODAY, PUBLISHERS AND ADVERTISERS ARE FIGHTING OVER THE SAME PIXELS
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PUBLISHERS SHOULD HAVE A GREAT DEAL OF INFORMATION ABOUT THEIR USERS—BUT DON’T TODAY.
ADVERTISERSINCREASINGLY DO HAVE MORE MORE AND BETTER INFORMATION.
VS
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PUBLISHERS
KNOW WHO YOU ARE AND WHAT YOU DO AND WHAT YOU LIKE
ADVERTISERS
KNOW WHERE YOU GO AND WHERE YOU’VE BEEN
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PUBLISHERS HAVE PEANUT BUTTER.
AND THEY NEED EACH OTHER!ADVERTISERS HAVE CHOCOLATE.
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THEY NEED TO CONNECT THEIR DATA...
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WHAT DO THESE GUYS KNOW?
THE PROMISE
BIG DATA CHALLENGE
CHANGING THE GAME
NEXT
AGENDA
Thursday, July 10, 14
HOW DO WE MAKE THE CONNECTION TO CREATE BETTER USER AND ADVERTISING EXPERIENCES?
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LITTLE DATA
(1) Data from the actions and activities that users take as part of a media experience.
(2) Data that enables publishers to create a better experience for the user.
(3) Data that users explicitly share.
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LITTLE DATA YIELDS NATIVE METRICS
★ DO YOU WATCH VIDEO?★ ARE YOU REGISTERED?
★ WHAT DO YOU FAVORITE?
★ DO YOU TIME-SHIFT FOR LATE READING?
★ DO YOU SCROLL BELOW THE FOLD?
★ WHAT DO YOU “LIKE”? ★ ARE YOU LIKELY TO TWEET CONTENT?
★ DO YOU LISTEN TO PODCASTS?★ DO YOU EMAIL ARTICLES?
★ DO YOU BOOKMARK AND SAVE?★ DO YOU HOVER OVER LINKS WITH YOUR MOUSE?
★ DO YOU USE A SCROLLWHEEL?
★ DO YOU VIEW IN LARGE TYPE?
★ ARE YOU A SLIDESHOW FAN?
★ DO YOU PREFER SHORT OR LONG-FORM ITEMS?
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WELCOME TO THE ERA OF “LITTLE DATA”
Hi!
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COLLECT AT WEB SCALE.
UNDERSTAND AT HUMAN SCALE.
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★ BUSIEST TIMES AND DAYS★ POPULAR SLIDESHOWS★ TWITTER MENTIONS★ TOTAL AD IMPRESSIONS★ NUMBER OF UNITS SOLD★ USER LOCATIONS★ CONVERSION FUNNELS★ ACTIVE KEYWORDS★ REPULSION RATE★ INCOMING SEARCH TERMS
BIG
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LITTLE DATA CAN CAPTURE ACTIONS NOT VISIBLE TO TRADITIONAL ANALYTICSHOW SHARED MILLENIALS GEN X BOOMERS
EMAILED
POSTED LINK
TORE OUT
PRINTED
74%66%66%
39%34% 32%
16%6% 20%
MENTIONED TO SOMEONE ELSE
19%35% 9%
10%5% 11%
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Thursday, July 10, 14
Thursday, July 10, 14
Thursday, July 10, 14
LITTLE DATA IS YOUR FRIEND. BIG DATA IS CREEPY.FOR THE USER,
Thursday, July 10, 14
WHAT DO THESE GUYS KNOW?
THE PROMISE
BIG DATA CHALLENGE
CHANGING THE GAME
NEXT
AGENDA
Thursday, July 10, 14
WHAT HAPPENS WHEN YOU BRING TOGETHER LITTLE DATA AND BIG DATA?
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BIG DATA + LITTLE DATA = NATIVE ADS THAT WORK
★ IN-STREAM ADS★ SPONSORED CONTENT MODULES★ SHARING INCENTIVES★ REWARDS PROGRAMS★ SOCIAL PARTNERSHIPS★ GAME STATS★ CUSTOMIZED PRE-ROLL★ CUSTOMIZED PODCASTS★ PROMOTED CONTENT★ PREFERENCE-DRIVEN ADS★ CROSS-PLATFORM AD UNITS★ INSTANT REPLAYS OF MAJOR EVENTS★ DISCOUNT PROGRAMS
Thursday, July 10, 14
COLLECT DATA AT EVERY INTERACTION
DETERMINEVALUABLE DATA
USE DATA TO CREATE NEW USER EXPERIENCES
DESIGN USER EXPERIENCES THAT CAPTURE MORE DATA
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THINK LITTLE,NOT JUST BIG.
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