Tech Talk with R/GA: Algorithmic Matchmaking
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Proprietary & Confidential. © 2014 R/GA All rights reserved. R/GA Media Connections Digiday Retail Summit January 30, 2014
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R/GA approaches media in the same innovative way as we do in our award-winning creative practice. We look at what the market is doing and apply different strategies and tactics to achieve brand goals. When everyone zigs, we zag. We’ll discuss how R/GA has recently built out our Media & Connections department with Data Scientists who specialize in the Decision and Social sciences to create algorithms, performance models and budget allocation scenarios for all types of advertisers and campaigns.
Transcript of Tech Talk with R/GA: Algorithmic Matchmaking
Proprietary & Confidential. © 2014 R/GA All rights reserved.
R/GA Media Connections
Digiday Retail Summit
January 30, 2014
2Proprietary & Confidential. © 2014 R/GA All rights reserved. /
Marketing Science
sci·ence [sahy-uhns]
knowledge, as of facts or principles; knowledge gained by systematic study.
mar·ket·ing [mahr-ki-ting]
the total of activities involved in the transfer of goods from the producer or seller to the consumer or buyer, including advertising, shipping, storing, and selling.
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R/GA uses Decision and Social Sciences to
exploit undervalued opportunities
OUTSMART
Traditional media strategies typically look
to outspend the competition
OUTSPEND or
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OUTSMARTCREATIVE• Campaigns• Platforms• Products
OPPORTUNITIES• Audiences• Channels• Partners• Timing
AlgorithmicMatchmaking
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IntegratedSearch
Maximize collective returns across search
DMA Lift
Maximize performance in key DMAs
StaircaseApproach
Maintain engagement while growing Likes
Z-Flighting
Efficiently engage interest groups
PerformancePoints
Balance scale and efficiency
Sample Algorithms
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Algorithms to outsmart the competition
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Algorithms to outsmart the competition
Trading Desk
Planning/Buying
Findability/Search
Connections Planning
8Proprietary & Confidential. © 2014 R/GA All rights reserved. /
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Declared Interest: Gourmet Food
Facebook “Auction” Target
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We discovered an undervalued route to the audience
Declared Interest: Gourmet Food
Adjacent Interests:Celebrity News & Popular
MusicTarget
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12Proprietary & Confidential. © 2014 R/GA All rights reserved. /
Thank You.Dan [email protected]
