BIG DATA. NOW WHAT?Magfest / 18 September 2015

2.5 QUINTILLION

A BIT ABOUT ME

Darcie TannerDigital DirectorStripe Communications@Darcie

ACQUISITION

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Why should I bother?

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REELING IT IN

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BEING PROACTIVE

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BUT ARE YOUUSING IT?

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What’s stopping you?

• Knowing what’s useful• Set up implementation• Understanding what the

data means• Pulling useful insights• Resource• Time

APPEARANCE

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Yes Darcie, but there is SO MUCH of it. How do I make it

useful?

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WHAT IS ‘GOOD DATA’?

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Any data that allows you to better understand and deliver quality, contextual content to users.

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WHAT THIS MIGHT LOOK LIKE…

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Beware of false positives.

Example: high traffic figures don’t always = success.

Time on page, time on site and bounce rates should also show

that users are consuming & content and then some.

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TRICKY TRACKING FOR PUBLISHERSSharing to make them look as if it’s something they have read.

Read it later

Sharing in dark social

Removal of tracking codes

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APPLICATION

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KEY AREAS TO APPLY YOUR LEARNINGS

1. Audience segmentation2. Targeting3. Content approach

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Are you identical to your neighbour?

TARGET: MOTHERS

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WHAT’S A MUM?

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“BUT MY AUDIENCE DOES SPAN DEMOGRAPHICS.”

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HAVING A BROAD AUDIENCE IS FINE – JUST BE CLEVER IN HOW YOU APPROACH THEM

Gender Age

Platform

Interests Device Activity/intent

Location

Time of day Alter the TOV accordingly

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ADDITIONAL TARGETING OPSOverlay acquired data: Email addresses, subscription information or actions on site.

Negative keyword targeting Cellular connection – wifi, 3G, 4G

Look-a-like audiences Retargeting based on a view, like, action

Situational – target those that influence your key demographic

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CONTENT PROMOTION

• Upload all content, set rules• As trends peak, relevant content will

get pushed out• Content will distribute on most relevant

platforms, to segmented audiences

• House your assets and content calendars

• Auto schedule posts to go live at the time your users are most likely to engage

• Cross platform planning and un-paid targeting opportunities

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*ASTERISK

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AD BLOCKERSAd blocking estimated to cost publishers £14.2 billion during 2015. 

There are now 198 million active adblock users around the world.

 UK ad blocking grew by 82% to reach 12 million active users in 12 months up to June 2015.

Ad blocking grew by 41% globally in the last 12 months.

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IT’S ALWAYS TIME TO START THINKING ABOUT WHAT’S NEXT

Data will lose it’s value from an advertising perspective, but will still hold value as a measurement and audience targeting tool.

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FOLLOWING THE RULES WORKS IN YOUR FAVOUR

1. Acceptable Ads are not annoying.2. Acceptable Ads do not disrupt or

distort the page content we're trying to read.

3. Acceptable Ads are transparent with us about being an ad.

4. Acceptable Ads are effective without shouting at us.

5. Acceptable Ads are appropriate to the site that we are on.

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ALMOST DONE…

Acquisition Appearance Application

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BONUS A

Ad blockers

THANK YOU