Personalisation, Profiles & Policy: SearchLove Presentation
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Data surrounds us and is increasingly used in advertising. But is that a good thing? A look at the issues surrounding the increased use of personalisation and potential policy implications for marketers
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Personalisation, Profiles & Policy: SearchLove Presentation
- 1. PERSONALISATION, PROFILES & POLICY CIARÁN NORRIS D I R E C T O R EMERGING MEDIA
- 2. 67 countries 6,000 people 100s clients £millions of spend
- 6. I’ve Been Here Before…
- 7. A Vision (From 2007) Preferences Voice Recognition Recommendations KEYWORD SEARCH USER PROFILE 4D SEARCH TIME LOCATION GPS Positioning GPS Tagging
- 9. A Vision (From 2007) Preferences Voice Recognition Recommendations KEYWORD SEARCH USER PROFILE 4D SEARCH TIME LOCATION GPS Positioning
- 12. It’s Not Just SoLoMo
- 13. It’s Not Just SoLoMo
- 14. And It’s Not Just Google
- 17. The Rest Of The Noise Stuff Facebook Thinks I’ll Like
- 19. So, This Is All Great. Right?
- 20. And Facebook Likes Also Drive Brand
- 21. And +1 Can Reduce CPC
- 22. But!
- 23. Image by Pete Birkinshaw on flickr
- 24. Image byby Zero Emission Resource Organisation on flickr Image Pete Birkinshawon flickr
- 25. The Present Bias
- 26. The Present Bias Designed by Dr.-Ing. Joachim Feldmann
- 28. Who Do You Think Won The Twitter Election?
- 31. We Need New Ways Of Categorising
- 34. And +1 Can Reduce CPC
- 36. And We Can Sell Like This
- 38. 1. Collect confirmed data ~ 5,000,000 profiles 2. Prediction modelling 3. Segmentation Statistical models are built to predict “true male” across all 600 attributes Segmentation for balance of reach and precision
- 39. Average Booking Value Bookings Media Spend Revenue CPM Cost Per Booking Prospecting 52 $13,408 $28,261 $1.37 $260 $548 Prospecting – 3rd Party Data 64 $9,898 $48,082 $3.88 $154 $747 Total 116 $23,306 $76,343 $1.89 $201 $658 Segment Source: Google
- 40. And It Doesn’t End There
- 41. YouTube Trueview
- 42. Promoted Tweets
- 43. Promoted Tweets
- 44. Promoted Tweets
- 45. So, All Good?
- 47. Introduction Rock Cohen on flickr
- 49. Cameron Perkins on flickr
- 50. Kathryn Rotondo on flickr
- 51. Conclusions Want To Rank? Get Social Get Noticed? Social Context Save Money? Go DSP Cookies?…