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Exploiting The Potential Of Big Data
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Transcript of Exploiting The Potential Of Big Data
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EXPLOITING THE POTENTIAL OF
BIG DATAMICHAEL WOLF ★ ANIL DASH
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AGENDA
WHAT DO THESE GUYS KNOW?
THE PROMISE
BIG DATA CHALLENGE
CHANGING THE GAME
NEXT
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WHAT DO THESE GUYS KNOW?
THE PROMISE
BIG DATA CHALLENGE
CHANGING THE GAME
NEXT
AGENDA
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BIG JARGON
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CAPTURE DATA,LOCK IT AWAY,THEN TORTURE IT TO MAKE IT TELL YOU ITS SECRETS.
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★ BETTER PRODUCTS★ BETTER PRICING★ BETTER PREDICTION★ BETTER CONTENT★ BETTER ENGAGEMENT★ BETTER ADVERTISING EFFECTIVENESS ★ BETTER ADVERTISING EFFICIENCY
THE PROMISE
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HOWEVER, THE TRUE PROMISE OF BIG DATA STARTS WITH THE USER.
OK.OK.YAY!
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WHAT DO THESE GUYS KNOW?
THE PROMISE
BIG DATA CHALLENGE
CHANGING THE GAME
NEXT
AGENDA
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THE TOOLS
ANALYTICS DASHBOARDS
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REAL-TIME ANALYTICS ARE NOT THE FULL SOLUTION
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TODAY, PUBLISHERS AND ADVERTISERS ARE FIGHTING OVER THE SAME PIXELS
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PUBLISHERS SHOULD HAVE A GREAT DEAL OF INFORMATION ABOUT THEIR USERS—BUT DON’T TODAY.
ADVERTISERSINCREASINGLY DO HAVE MORE MORE AND BETTER INFORMATION.
VS
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PUBLISHERS
KNOW WHO YOU ARE AND WHAT YOU DO AND WHAT YOU LIKE
ADVERTISERS
KNOW WHERE YOU GO AND WHERE YOU’VE BEEN
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PUBLISHERS HAVE PEANUT BUTTER.
AND THEY NEED EACH OTHER!ADVERTISERS HAVE CHOCOLATE.
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THEY NEED TO CONNECT THEIR DATA...
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WHAT DO THESE GUYS KNOW?
THE PROMISE
BIG DATA CHALLENGE
CHANGING THE GAME
NEXT
AGENDA
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HOW DO WE MAKE THE CONNECTION TO CREATE BETTER USER AND ADVERTISING EXPERIENCES?
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LITTLE DATA
(1) Data from the actions and activities that users take as part of a media experience.
(2) Data that enables publishers to create a better experience for the user.
(3) Data that users explicitly share.
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LITTLE DATA YIELDS NATIVE METRICS
★ DO YOU WATCH VIDEO?★ ARE YOU REGISTERED?
★ WHAT DO YOU FAVORITE?
★ DO YOU TIME-SHIFT FOR LATE READING?
★ DO YOU SCROLL BELOW THE FOLD?
★ WHAT DO YOU “LIKE”? ★ ARE YOU LIKELY TO TWEET CONTENT?
★ DO YOU LISTEN TO PODCASTS?★ DO YOU EMAIL ARTICLES?
★ DO YOU BOOKMARK AND SAVE?★ DO YOU HOVER OVER LINKS WITH YOUR MOUSE?
★ DO YOU USE A SCROLLWHEEL?
★ DO YOU VIEW IN LARGE TYPE?
★ ARE YOU A SLIDESHOW FAN?
★ DO YOU PREFER SHORT OR LONG-FORM ITEMS?
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WELCOME TO THE ERA OF “LITTLE DATA”
Hi!
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COLLECT AT WEB SCALE.
UNDERSTAND AT HUMAN SCALE.
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★ BUSIEST TIMES AND DAYS★ POPULAR SLIDESHOWS★ TWITTER MENTIONS★ TOTAL AD IMPRESSIONS★ NUMBER OF UNITS SOLD★ USER LOCATIONS★ CONVERSION FUNNELS★ ACTIVE KEYWORDS★ REPULSION RATE★ INCOMING SEARCH TERMS
BIG
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LITTLE DATA CAN CAPTURE ACTIONS NOT VISIBLE TO TRADITIONAL ANALYTICSHOW SHARED MILLENIALS GEN X BOOMERS
EMAILED
POSTED LINK
TORE OUT
PRINTED
74%66%66%
39%34% 32%
16%6% 20%
MENTIONED TO SOMEONE ELSE
19%35% 9%
10%5% 11%
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LITTLE DATA IS YOUR FRIEND. BIG DATA IS CREEPY.FOR THE USER,
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WHAT DO THESE GUYS KNOW?
THE PROMISE
BIG DATA CHALLENGE
CHANGING THE GAME
NEXT
AGENDA
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WHAT HAPPENS WHEN YOU BRING TOGETHER LITTLE DATA AND BIG DATA?
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BIG DATA + LITTLE DATA = NATIVE ADS THAT WORK
★ IN-STREAM ADS★ SPONSORED CONTENT MODULES★ SHARING INCENTIVES★ REWARDS PROGRAMS★ SOCIAL PARTNERSHIPS★ GAME STATS★ CUSTOMIZED PRE-ROLL★ CUSTOMIZED PODCASTS★ PROMOTED CONTENT★ PREFERENCE-DRIVEN ADS★ CROSS-PLATFORM AD UNITS★ INSTANT REPLAYS OF MAJOR EVENTS★ DISCOUNT PROGRAMS
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COLLECT DATA AT EVERY INTERACTION
DETERMINEVALUABLE DATA
USE DATA TO CREATE NEW USER EXPERIENCES
DESIGN USER EXPERIENCES THAT CAPTURE MORE DATA
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THINK LITTLE,NOT JUST BIG.
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