Lauren Pedersen at WebTomorrow on "What Women Want - using audience data to drive engagement"
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Transcript of Lauren Pedersen at WebTomorrow on "What Women Want - using audience data to drive engagement"
3D Advertising &
What Women Want
Lauren Pedersen, VP Global Marketing, Cxense
Marketing & advertising
are becoming more complex
Creativity + Technology +
Data
Banner Blindness
EXAMPLE #1
3D Shoe Ad
A camera is moved over the 3D model,
rendering 50 frames from different perspectives
The rendered files are uploaded, compressed,
and combined into fewer images
Upload the 3D image file as the creative for the ad campaign
EXAMPLE #2
3D Watch
Ad
EXAMPLE #3
3D Camera
Lens Ad
What about mobile?
View the ad from different angles by tilting your mobile device
Results?
Results?
CTR: 4.3 x higher than the average banner
ad
What Women Want
Women have gone online
To socialize
To search
To shop
To learn
To stay up to date
We do many things online…
Data
PROFILE
PROFILE
Subscriber
PROFILE
Subscriber
PROFILE
Subscriber
PROFILE
Subscriber
PROFILE
Subscriber
Resides: Oslo
• NYC hotel booked
PROFILE
Subscriber
Resides: Oslo
• NYC hotel booked
PROFILE
Subscriber
Resides: Oslo
• NYC hotel booked
• Not interested in US
stock market
PROFILE
Subscriber
Resides: Oslo
• NYC hotel booked
• Not interested in US
stock market
PROFILEPROFILE
Subscriber
Resides: Oslo
• NYC hotel booked
• Not interested in US
stock market
• Secretly likes cat
videos on mobile but
not on desktop at
work
PROFILE
Subscriber
Resides: Oslo
• NYC hotel booked
• Not interested in US
stock market
• Secretly likes cat
videos on mobile but
not on desktop at
work
PROFILE
Subscriber
Resides: Oslo
• NYC hotel booked
• Not interested in US
stock market
• Secretly likes cat
videos on mobile but
not on desktop at
work
• Not interested in US
manufacturing
PROFILE
Subscriber
Resides: Oslo
• NYC hotel booked
• Not interested in US
stock market
• Secretly likes cat
videos on mobile but
not on desktop at
work
• Not interested in US
manufacturing
PROFILE
Subscriber
Resides: Oslo
• NYC hotel booked
• Not interested in US
stock market
• Secretly likes cat
videos on mobile but
not on desktop at
work
• Not interested in US
manufacturing
• Interested in US
politics (but not Joe
Biden)
PROFILE
Subscriber
Resides: Oslo
• NYC hotel booked
• Not interested in US
stock market
• Secretly likes cat
videos on mobile but
not on desktop at
work
• Not interested in US
manufacturing
• Interested in US
politics (but not Joe
Biden)
PROFILE
Subscriber
Resides: Oslo
• NYC hotel booked
• Not interested in US
stock market
• Secretly likes cat
videos on mobile but
not on desktop at
work
• Not interested in US
manufacturing
• Interested in US
politics (but not Joe
Biden)
Interests:
PROFILE
Subscriber
Resides: Oslo
• NYC hotel booked
• Not interested in US
stock market
• Secretly likes cat
videos on mobile but
not on desktop at
work
• Not interested in US
manufacturing
• Interested in US
politics (but not Joe
Biden)
Interests:
Global sport
PROFILE
Subscriber
Resides: Oslo
• NYC hotel booked
• Not interested in US
stock market
• Secretly likes cat
videos on mobile but
not on desktop at
work
• Not interested in US
manufacturing
• Interested in US
politics (but not Joe
Biden)
Interests:
Global sport
PROFILE
Subscriber
Resides: Oslo
• NYC hotel booked
• Not interested in US
stock market
• Secretly likes cat
videos on mobile but
not on desktop at
work
• Not interested in US
manufacturing
• Interested in US
politics (but not Joe
Biden)
Interests:
Global sport
Tech
PROFILE
Subscriber
Resides: Oslo
• NYC hotel booked
• Not interested in US
stock market
• Secretly likes cat
videos on mobile but
not on desktop at
work
• Not interested in US
manufacturing
• Interested in US
politics (but not Joe
Biden)
Interests:
Global sport
Tech
PROFILE
Subscriber
Resides: Oslo
• NYC hotel booked
• Not interested in US
stock market
• Secretly likes cat
videos on mobile but
not on desktop at
work
• Not interested in US
manufacturing
• Interested in US
politics (but not Joe
Biden)
Interests:
Global sport
Tech
Travel
PROFILE
Subscriber
Resides: Oslo
• NYC hotel booked
• Not interested in US
stock market
• Secretly likes cat
videos on mobile but
not on desktop at
work
• Not interested in US
manufacturing
• Interested in US
politics (but not Joe
Biden)
Interests:
Global sport
Tech
Travel
PROFILE
Subscriber
Resides: Oslo
• NYC hotel booked
• Not interested in US
stock market
• Secretly likes cat
videos on mobile but
not on desktop at
work
• Not interested in US
manufacturing
• Interested in US
politics (but not Joe
Biden)
Interests:
Global sport
Tech
Travel
Washington, DC
PROFILE
Subscriber
Resides: Oslo
• NYC hotel booked
• Not interested in US
stock market
• Secretly likes cat
videos on mobile but
not on desktop at
work
• Not interested in US
manufacturing
• Interested in US
politics (but not Joe
Biden)
Interests:
Global sport
Tech
Travel
Washington, DC
PROFILE
Subscriber
Resides: Oslo
• NYC hotel booked
• Not interested in US
stock market
• Secretly likes cat
videos on mobile but
not on desktop at
work
• Not interested in US
manufacturing
• Interested in US
politics (but not Joe
Biden)
Interests:
Global sport
Tech
Travel
Washington, DC
Children
PROFILE
Subscriber
Resides: Oslo
• NYC hotel booked
• Not interested in US
stock market
• Secretly likes cat
videos on mobile but
not on desktop at
work
• Not interested in US
manufacturing
• Interested in US
politics (but not Joe
Biden)
Interests:
Global sport
Tech
Travel
Washington, DC
Children
PROFILE
Subscriber
Resides: Oslo
• NYC hotel booked
• Not interested in US
stock market
• Secretly likes cat
videos on mobile but
not on desktop at
work
• Not interested in US
manufacturing
• Interested in US
politics (but not Joe
Biden)
Interests:
Global sport
Tech
Travel
Washington, DC
Children
PROFILE
Subscriber
Resides: Oslo
• NYC hotel booked
• Not interested in US
stock market
• Secretly likes cat
videos on mobile but
not on desktop at
work
• Not interested in US
manufacturing
• Interested in US
politics (but not Joe
Biden)
Interests:
Global sport
Tech
Travel
Washington, DC
Children
PROFILE
Subscriber
Resides: Oslo
• NYC hotel booked
• Not interested in US
stock market
• Secretly likes cat
videos on mobile but
not on desktop at
work
• Not interested in US
manufacturing
• Interested in US
politics (but not Joe
Biden)
Interests:
Global sport
Tech
Travel
Washington, DC
Children
Booking summer holiday
PROFILE
Subscriber
Resides: Oslo
• NYC hotel booked
• Not interested in US
stock market
• Secretly likes cat
videos on mobile but
not on desktop at
work
• Not interested in US
manufacturing
• Interested in US
politics (but not Joe
Biden)
Interests:
Global sport
Tech
Travel
Washington, DC
Children
Booking summer holiday
1. Creativity, technology and data must work together
2. The value of banner ads is declining - find new ways to add value
3. Many analytics tools are outdated - take the time to try new audience
insight solutions
4. Getting started with site personalization is easy!
5. You can solve the mysteries of life, like what women want, with data
Summar
y
So what do women want?
Women want you…
Women want you…
to know what they want…
Women want you…
to know what they want…
without having to tell you.
