DMS: Kickoff Workshop with Yahoo: Big Data, Big Solutions
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Transcript of DMS: Kickoff Workshop with Yahoo: Big Data, Big Solutions
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BIG DATA, BIG SOLUTIONS
KEN SMUTNY
MANAGER, OPTIMIZATION AND SOLUTIONS ENGINEERING, YAHOO!
@YAHOOADBUZZ
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Source: EMC/IDC Digital Universe Study, 2011
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THE EVOLUTION
OF DATA
Integrating
offline &
CRM data
online
Leveraging
third-party
data
Direct
marketing
lists
Content
consumption
from
publishers
Audience-
based
modeling
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MULTI-DIMENSIONAL CONSUMER VIEW
Conversion, Ad12345 Behavioral, BlueKai, In-market, Retail,
Art & Collectibles Behavioral, eXelate, Intent,
Auto – buyers, Car makes
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Technology
Actionable insights
Planning and buying process
Data And media transparency
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SPORT
ENTHUSIAST
DOG OWNER
HIGH CREDIT
CARD USER
COLLEGE
GRADUATE
FROZEN-FOODS
URBANITE
SINGLE +150
+50
-65
+30
-100
-65
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Goals
Drive sales and revenue
Increase online sales
Strategy
BIG DATA CASE STUDY
Pixel client’s
website
Collect insights
on customer
behaviors
Integrate client’s
CRM database
onto OSM
Modeled
audience based
on top spenders
Observe top
spenders,
spending ranges
and cross-brand
behaviors
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0%
20%
40%
60%
80%
100%
Spend Deciles
Cumulative % of total spend
60% of purchases were made by the top 10% of spenders
Average incremental revenue of over $100k per day
1,000 post-click purchases over $100 on average
BIG DATA CASE STUDY
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THANK YOU
GENOMEPLATFORM.COM
@YAHOOADBUZZ
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BIG DATA, BIG SOLUTIONS
SARAH LYMAN, ASSOCIATE MEDIA DIRECTOR, OMD
TONY SICONOLFI, SENIOR DIRECTOR OF SALES, YAHOO!
@YAHOOADBUZZ