How are companies creating value from big data? They're developing a meaningful understanding of the users they're working to connect with through data from publishers and advertisers, and not just in real time.

1. EXPLOITING THE POTENTIAL OF
BIG DATAMICHAEL WOLF ★ ANIL DASH
Thursday, July 10, 14

2. AGENDA
WHAT DO THESE GUYS KNOW?
THE PROMISE
BIG DATA CHALLENGE
CHANGING THE GAME
NEXT
Thursday, July 10, 14

3. WHAT DO THESE GUYS KNOW?
THE PROMISE
BIG DATA CHALLENGE
CHANGING THE GAME
NEXT
AGENDA
Thursday, July 10, 14

4. BIG JARGON
Thursday, July 10, 14

5. CAPTURE DATA,
LOCK IT AWAY,
THEN TORTURE IT
TO MAKE IT TELL
YOU ITS SECRETS.
Thursday, July 10, 14

6. Thursday, July 10, 14

7. ★ BETTER PRODUCTS
★ BETTER PRICING
★ BETTER PREDICTION
★ BETTER CONTENT
★ BETTER ENGAGEMENT
★ BETTER ADVERTISING EFFECTIVENESS
★ BETTER ADVERTISING EFFICIENCY
THE PROMISE
Thursday, July 10, 14

8. Thursday, July 10, 14

9. HOWEVER, THE TRUE PROMISE OF BIG DATA
STARTS WITH THE USER.
OK.OK.YAY!
Thursday, July 10, 14

10. WHAT DO THESE GUYS KNOW?
THE PROMISE
BIG DATA CHALLENGE
CHANGING THE GAME
NEXT
AGENDA
Thursday, July 10, 14

11. THE TOOLS
ANALYTICS DASHBOARDS
Thursday, July 10, 14

12. REAL-TIME ANALYTICS ARE NOT THE FULL SOLUTION
Thursday, July 10, 14

13. TODAY, PUBLISHERS AND
ADVERTISERS ARE FIGHTING
OVER THE SAME PIXELS
Thursday, July 10, 14

14. PUBLISHERS
SHOULD HAVE A GREAT
DEAL OF INFORMATION
ABOUT THEIR USERS—
BUT DON’T TODAY.
ADVERTISERS
INCREASINGLY DO HAVE
MORE MORE AND BETTER
INFORMATION.
VS
Thursday, July 10, 14

15. PUBLISHERS
KNOW WHO YOU ARE
AND WHAT YOU DO
AND WHAT YOU LIKE
ADVERTISERS
KNOW WHERE YOU
GO AND WHERE
YOU’VE BEEN
Thursday, July 10, 14

16. PUBLISHERS HAVE PEANUT BUTTER.
AND THEY NEED EACH OTHER!
ADVERTISERS HAVE CHOCOLATE.
Thursday, July 10, 14

17. THEY NEED TO CONNECT THEIR DATA...
Thursday, July 10, 14

18. WHAT DO THESE GUYS KNOW?
THE PROMISE
BIG DATA CHALLENGE
CHANGING THE GAME
NEXT
AGENDA
Thursday, July 10, 14

19. HOW DO WE MAKE THE
CONNECTION TO CREATE
BETTER USER AND
ADVERTISING EXPERIENCES
?Thursday, July 10, 14

20. 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.
Thursday, July 10, 14

21. 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?
Thursday, July 10, 14

22. WELCOME TO THE ERA OF “LITTLE DATA”
Hi!
Thursday, July 10, 14

23. COLLECT AT WEB SCALE.
UNDERSTAND AT HUMAN SCALE.
Thursday, July 10, 14

24. ★ 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
Thursday, July 10, 14

25. LITTLE DATA CAN CAPTURE ACTIONS NOT
VISIBLE TO TRADITIONAL ANALYTICS
HOW 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%
Thursday, July 10, 14

26. Thursday, July 10, 14

27. Thursday, July 10, 14

28. Thursday, July 10, 14

29. LITTLE DATA IS YOUR FRIEND. BIG DATA IS CREEPY.
FOR THE USER,
Thursday, July 10, 14

30. WHAT DO THESE GUYS KNOW?
THE PROMISE
BIG DATA CHALLENGE
CHANGING THE GAME
NEXT
AGENDA
Thursday, July 10, 14

31. WHAT HAPPENS WHEN YOU BRING
TOGETHER LITTLE DATA AND BIG DATA?
Thursday, July 10, 14

32. 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
Thursday, July 10, 14

33. COLLECT DATA AT EVERY INTERACTION
DETERMINE
VALUABLE DATA
USE DATA TO CREATE
NEW USER EXPERIENCES
DESIGN USER EXPERIENCES
THAT CAPTURE MORE DATA
Thursday, July 10, 14

34. THINKLITTLE,NOT JUST BIG.
Thursday, July 10, 14

35. THANK YOU!
MICHAEL@ACTIVATE.COM
ANIL@ACTIVATE.COM
Thursday, July 10, 14