What do wine and AI have in common - Ronan Lundy, Quantcast
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This interactive session will show by using quality data and behavioural insights overlaid with the use of artificial intelligence how this can help you build your brand for digital natives. The digital landscape is ever evolving and it can sometimes be difficult to know where to spend your online marketing budgets, this workshop will identify the questions you should be asking and what you need to know. You will gain a greater understanding of the programmatic advertising space and how AI is playing such a huge part in shaping your industry and what is already being done for digital marketers today to understand and reach their audiences. We want you to leave feeling inspired with a fresh way of thinking about your marketing efforts. And if you want to find out what wine and AI really do have in common, you will just have to attend to find out.
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What do wine and AI have in common - Ronan Lundy, Quantcast
- 2. Sermetcan Baysal Modeling Scientist – Engineering What do Wine and AI have in common? Ronan Lundy Head of Corp. Sales, Central Europe Pieter Van Rekom Team Lead, BNLX
- 3. How Technology is Disrupting Marketing 01 AI in the Marketing Ecosystem 02 Leveraging Behavioural Insights 03 What we have learned 04 Questions 05
- 4. Trends
- 5. Brands are facing a growth crisis. 259 Companies Decline - 9% Average Revenue Declined
- 6. ways technology is disrupting marketing. Key Trends in Marketing:
- 7. Key Trend 01 Audiences are divorced from media.
- 8. AU D IEN C ESMED IA
- 12. Entire Internet Does % of Digital Ad SpendEqual % Share of Internet Audience
- 13. Are you all of your audience? understandinginfluencingconvertingmeasuring
- 14. Key Trend 03 Brands are drowning in data and technology.
- 15. Brands are drowning in data and technology.03
- 16. Big Data ATDs Account Scoring DMP Programmatic Big Data DSP ATDs ATDs Data Warehouse DMP Big Data Big Data ProgrammaticProgrammatic Marketing Automation DSP Big Data Sales Automation DMP Big Data Data Aggregators DMP Big Data Recommendation Engines Predictive Lead Scoring Website Optimization Programmatic ATDs DSP DSPMarketing Automation Brands are drowning in data and technology.03
- 17. +++++++++++++++++++++++++++++++ +++++++++++++++++++++++++++++++ ++++++++++++++++++++++++++++++ +++++++++++++++++++++++++++++ +++++++++++++++++++++++++++++ ++++++++++++++++++++++++++++ Epiphany Insights Information Data How are you climbing the marketer’s hierarchy of intelligence? AI
- 18. Key Trend 04 AI — Hype, yes. Real impact now, yes.
- 19. Sermetcan Baysal Modeling Scientist – Engineering sbaysal@quantcast.com How machines choose the best wine for you
- 20. 20 © 2019 Quantcast. Confidential. What is machine learning?
- 21. 21 Cat Dog Bird Lion “Siberian Husky sitting on a beach” © 2019 Quantcast. Confidential. Machines learning to recognize images
- 22. 22 © 2019 Quantcast. Confidential. Machines learning to recognize speech and translate
- 23. 23 © 2019 Quantcast. Confidential. That’s what I do. I drink and I know things. Tyrion Lannister FictionalCharacter–Gameof Thrones Machines learning to choose wine for you
- 24. 24 Why are machines better than you at choosing wine?
- 25. 25 Data Model Decision y = 2x + 1 © 2019 Quantcast. Confidential. x → y 1 → 3 2 → 5 3 → 7 5 → ? Systematically turning data into decisions
- 26. 26 © 2019 Quantcast. Confidential. Collecting wine data and defining features fixed acidity volatile acidity citric acid residual sugar chlorides free sulfur dioxide total sulfur dioxide density pH sulphates alcohol 5.10 g/dm3 0.12 g/dm3 0.00 g/dm3 1.20 g/dm3 0.04 g/dm3 3.00 mg/dm3 8.00 mg/dm3 0.99 g/cm3 2.88 0.37 g/dm3 9.00 % 13.3 g/dm3 1.02 g/dm3 0.76 g/dm3 6.70 g/dm3 0.22 g/dm3 45.0 mg/dm3 144 mg/dm3 1.01 g/cm3 3.72 1.13 g/dm3 15.0 % Like? yes no
- 27. residual sugar 53% volatile acidity 𝑣𝑜𝑙𝑎𝑡𝑖𝑙𝑒 𝑎𝑐𝑖𝑑𝑖𝑡𝑦 = 0.5 alcohol sulphates 𝑠𝑢𝑙𝑝ℎ𝑎𝑡𝑒𝑠 = 0.25 𝑎𝑙𝑐𝑜ℎ𝑜𝑙 + 3.32 72% 84% 27 © 2019 Quantcast. Confidential. Using simple math to model wine taste
- 28. 28 fixed acidity volatile acidity citric acid residual sugar chlorides free sulfur dioxide total sulfur dioxide density pH sulphates alcohol © 2019 Quantcast. Confidential. Autonomous drawing of the decision boundary 90%
- 29. © 2019 Quantcast. Confidential. fixed acidity volatile acidity citric acid residual sugar chlorides free sulfur dioxide total sulfur dioxide density pH sulphates alcohol 29 Using predictive models to make decisions
- 30. © 2019 Quantcast. Confidential. How does machine learning apply to advertising?
- 31. © 2019 Quantcast. Confidential. 3131 glassdoor.com buzzfeed.com Gathering internet scale 1st party data politico.com/brexit fandom.com/game-of-thrones gizmodo.com/smart-watch tasty.co/search?q=vanilla+ice+cream vogue.com/fashion/weddings king.com/games/candy-crush allmusic.com/artists/queen lastminute.com/city/reykjavik
- 32. 32 © 2019 Quantcast. Internal Only. Autonomous predictive modeling for each product Wine Buy Event Buy Travel Buy 50 million distinct online behaviors
- 33. 33 © 2019 Quantcast. Internal Only. Finding behavioral patterns leading to conversions pasta vanilla ice cream lemon sorbet sea food herbaceous ripe fruits Pinot Gris Oaked Chardonnay pasta vanilla ice cream lemon sorbet sea food herbaceous ripe fruits
- 34. 34 © 2019 Quantcast. Internal Only. cherry black coffee latte black currant pizza spicy grilled meat high income Merlot Cabernet Sauvignon cherry black coffee latte black currant pizza spicy grilled meat high income Finding behavioral patterns leading to conversions
- 35. 35 © 2019 Quantcast. Confidential. Finding your target audience on open internet Wine Buy Event Buy Travel Buy Model Scoring Pricing Algorithms Intelligent Bidding
- 36. Learns the online behavioral blueprints of your customers Finds patterns in massive data to make decisions at scale Offers personalized product recommendation on open internet 36 © 2019 Quantcast. Confidential. Machine learning…
- 37. © 2 0 1 8 Q U A N T C A S T , C O N F I D E N T I A L Understand Your Audience
- 38. Proprietary Data 1 Real-time2 Volume 3 How good is my data?
- 39. Basic reporting can tell you what your users did. What you’re missing. 0% 5% 10% 15% 20% 25% 30% 18-24 25-34 35-44 45-54 55-64 65+ 36.70% 63.30% Male Female Age Gender Customers 11.49% Age: 55-64 Income: $$ organic dog food Age: 35-44 Income: $$ movie tickets Age: 25-34 Income: $$$ flights from SFO Insights tell you who they are, what drives them, and how those drivers change over time.
- 40. Insights Go deeper with our comprehensive, any time reporting. Maximize ROI with path-to-conversion insights, time-of-day conversion analysis and robust demographic and lifestyle insights. Powerful insights include: • Website Traffic • Demographics • Conversion Analysis • Audience Interests • Media Consumption • Prospecting Insights • Search Behavior • Performance © 2 0 1 8 Q U A N T C A S T , C O N F I D E N T I A L
- 42. What does my audience look like? © 2 0 1 8 Q U A N T C A S T , C O N F I D E N T I A L
- 43. What is my audience searching for? © 2 0 1 8 Q U A N T C A S T , C O N F I D E N T I A L
- 44. How is my website being interacted with and consumed? © 2 0 1 8 Q U A N T C A S T , C O N F I D E N T I A L
- 45. © 2 0 1 8 Q U A N T C A S T , C O N F I D E N T I A L Dig a little deeper.
- 46. © 2 0 1 8 Q U A N T C A S T , C O N F I D E N T I A L Who is interested in Mother’s Day and what are they looking for?
- 47. © 2 0 1 8 Q U A N T C A S T , C O N F I D E N T I A L We see interest in Mother’s day as far as 2 months in advance Top searches for Mother’s Day category
- 48. © 2 0 1 8 Q U A N T C A S T , C O N F I D E N T I A L TOP GIFTS TOP LEISURE ACTIVITIES Purchases are split into gifts & leisure activities
- 49. © 2 0 1 9 Q U A N T C A S T , C O N F I D E N T I A L Who is interested and what are they looking for around Easter?
- 50. © 2 0 1 9 Q U A N T C A S T , C O N F I D E N T I A L FAMILY FOCUSSED LEISURE FOCUSSED Our research shows there is two different in-market audiences Male 53% (i107) 18-34 51% (i128) Uni- 46% (i104) HHI <£30k 50% (i107) Has Kids 59% (i128) Female 57% (i113) 18-34 44% (i110) Uni+ 51% (i122) HHI £50k+ 27% (i130) No Kids 52% (i104)
- 51. Marketers and agencies can stop drowning in data and get real insights that drive meaningful business decisions.
- 52. from machines What we’ve learned © 2019 Quantcast
- 53. Copyright © 2019 Quantcast - Confidential. All Rights Reserved. What we learned through ML 01 The make-up of temporary audiences © 2019 Quantcast
- 54. © 2019 Quantcast Quantcast reaches mums-to-be for Bugaboo 40%Additional uplift with localized creative vs standard message 7MM 30%Uplift in purchase intent among target audience New in-target prospects reached Customer Story
- 55. Copyright © 2019 Quantcast - Confidential. All Rights Reserved. What we learned through ML 02 Online amplifying offline campaigns © 2019 Quantcast
- 56. © 2019 Quantcast Nissan attracts niche audience of tattoo lovers 73%Viewability Rate 33%Higher reach through extending targeting pools Customer Story
- 57. Copyright © 2019 Quantcast - Confidential. All Rights Reserved. What we learned through ML 03 Keeping up with changing audiences © 2019 Quantcast
- 58. © 2019 Quantcast Audience profile of German internet users searching for Alexa Uncover impacts of external factors to your online audience Insights Story 0 20 40 60 80 100 120 140 160 Male Female 16-19 yrs 20-29 yrs 30-39 yrs 40-49 yrs 50-59 yrs >60 yrs KidsNo Kids < 1K EUR 1K-2K EUR 2K-3K EUR 3K-4K EUR >4K EUR No University University January 2019
- 59. © 2019 Quantcast Uncover impacts of external factors to your online audience Insights Story 0 20 40 60 80 100 120 140 160 Male Female 16-19 yrs 20-29 yrs 30-39 yrs 40-49 yrs 50-59 yrs >60 yrs KidsNo Kids < 1K EUR 1K-2K EUR 2K-3K EUR 3K-4K EUR >4K EUR No University University January 2019 March 2019 Audience profile of German internet users searching for Alexa
- 60. AI is more than just a hype 01 02 ML can solve problems at scale 03 ML continuously learns 04 ML identifies real decision drivers 05 Focus for humans will shift Key takeaways © 2019 Quantcast
- 61. Meet us on the ground floor Thank you & © 2019 Quantcast