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A romp through the data fields:

using big data to inform media

strategy, planning and buying

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Presented by:

Doug Conely I VP, product strategy & operations

@dougconely

@exponentialinc

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Company overview

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The e-X Advertising Intelligence Platform

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Media

Data

Tech

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Big enough to be talking big data

1,255

873

800

702

495

482

481

361

300

244

Global monthly unique visitorsin millions

(2012 average, comScore)

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Online data overshadows even the biggest events

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And there’s all sorts of it

DEMOGRAPHIC SEARCH SOCIAL GRAPH BEHAVIORAL

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Regardless of which data set you useBut it’s all meaningless unless you turn it into action

DATA INFORMATION INSIGHT ACTION

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Aggregates over 2 billion user ‘events’Contextualizes into a taxonomy of 50,0000 attributes

One way to create information

Segments users based on shared attributes

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What a computer tells us

2,0001,500

1,000

700

500

400

300

200

150

150

1 1.5 2 3 4 5 7 10 15

% Network Reach

Co

nv

ers

ion

Lift

Ind

ex

(Ba

se =

10

0)

Luxury Car Brand Conversion: Lift vs Network Reach

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Man versus Machine

2,0001,500

1,000

700

500

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200

150

150

1 1.5 2 3 4 5 7 10 15

% Network Reach

Co

nv

ers

ion

Lift

Ind

ex

(Ba

se =

10

0)

Luxury Car Brand Conversion: Lift vs Network Reach

VALIDATE

SURPRISE

CHALLENGE

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VALIDATE Car buyers

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VALIDATE B2B Insurance creative

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SURPRISE City break bookers

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SURPRISE Exotic holiday bookers

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CHALLENGE Buyers versus site visitors

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Pizza buyer personans

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CHALLENGE

Pizza for a

party

Online, not in

the kitchen

Refuelling after

a hard day

A treat for the

family

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From insight to action

Marketing strategy

Media buying & planning

Creative

AUDIENCE DISCOVERY ACTION

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We can buy what we learn

Luxury Car Brand Conversion: Lift vs Network Reach

2,0001,500

1,000

700

500

400

300

200

150

150

1 1.5 2 3 4 5 7 10 15

% Network Reach

Co

nv

ers

ion

Lift

Ind

ex

(Ba

se =

10

0)

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x

x1

x2

x3

x4

x5

x6

0% 5% 10% 15% 20%

But it turns out… you can’t beat the model

Brand X Beer Drinker

Exponential Network Reach

Pro

pe

nsi

ty t

o v

isit B

ran

d X

MENSPORTS

ENTERTAINMENT

Brand Model Audience

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Thank you

@dougconely

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