Using data to gain an unfair advantage in advertising

by John Larkin

!

@jlarkin353

About me

Background in Marketing & Advertising !

Hi!

@jlarkin353

About me

Background in Marketing & Advertising !

then I found poker..

@jlarkin353

Poker is luck?

No. !

Poker is about DATA

Data is Knowledge and Knowledge leads to Advantage.

@jlarkin353

Poker is luck?

No. !

Poker is about DATA

Data is Knowledge and Knowledge leads to Advantage.

Advantage makes Money

@jlarkin353

Are you Smarter than your Competition?

Maybe…

@jlarkin353

Does it matter?

It means less and less every week, month, year…

@jlarkin353

We are living in the Age of Content

@jlarkin353

MOOCS

Information is everywhere. Expertise can be learned.

Blogs

Conferences

eBooks Webinars

Emails

White papers

Training

The good old days

@jlarkin353

Remember when you could buy a click for 1c?

Unique Clicks CPC Reach Frequency CTRClicks

Not bad for €50!

Advertising Today

@jlarkin353

Facebook Organic reach is declining Paid Reach is essential

!

Much more competitive..

Using data to gain an advantage is crucial

Are my customers on Facebook?

@jlarkin353

1.2B monthly active users Incredible scale

Desktop & Mobile !

Facebook lets you find people that are otherwise unreachable. 45% of those reached - are reached exclusively on Facebook

What type of data can you use?

Email Lists Phone numbers

Facebook User IDs Mobile App IDs

Cookies

@jlarkin353

How can you use it?

Custom Audiences Lookalike Audiences

Website Custom Audiences

@jlarkin353

Lookalikes - Lead Gen

@jlarkin353

Retargeting

@jlarkin353

Cross Selling

@jlarkin353

Reviews

@jlarkin353

Thanks!

@jlarkin353

Use your data creatively to gain a competitive advantage and get better results.