how data science is helping marketing
TRANSCRIPT
1
HOW DATA SCIENCE IS FUELING MARKETINGA close look at Contextual Marketing
Anna Anisin Sr Marketing Consultant
Domino Data Lab
CONTEXTUAL MARKETINGThe Right Message
The Right TimeThe Right Person
CONTEXT CHANGES EVERYTHING
Messaging Without Context Messaging With Context
DATA SCIENCE DRIVES CONTEXTUAL TARGETING
AgeGenderIncomeLocationSearch HistoryPurchase HistoryTime of Day
Input Factors Output Factors
Specific ProductPrice and DiscountDisplay Channel
SOME EXAMPLES OF CONTEXTUAL MARKETING
TRAVEL PLANNING
Shows More Expensive Hotels to Mac Users
5% Discount for Mobile Shoppers
Raised ticket prices as you shop to create urgency*
Personalization with recommendationsNetwork Analysis
TARGET’S PREGNANCY DETECTOR
Target has figured out how to data-mine its way into your womb
DATA SCIENCE + MARKETING
HOW TO GET STARTED?
• DIG INTO YOUR INSIGHTS
• Marketers + Data Scientists + IT
• Map your technology assets to your customer journeys
• Start building your contextual marketing engine
• Treat it as a product not a project.
