data-driven marketing roadshow propelad - march 27, 2014

Using data to gain an unfair advantage in advertising

by John Larkin

@jlarkin353

About me

Background in Marketing & Advertising

Hi!

@jlarkin353

About me

Background in Marketing & Advertising

then I found poker..

@jlarkin353

Poker is luck?

@jlarkin353

Poker is luck?

No.

Poker is about DATA

Data is Knowledge and Knowledge leads to Advantage.

@jlarkin353

Poker is luck?

No.

Poker is about DATA

Data is Knowledge and Knowledge leads to Advantage.

Advantage makes Money

@jlarkin353

Are you Smarter than your Competition?

Maybe…

@jlarkin353

Does it matter?

It means less and less every week, month, year…

@jlarkin353

We are living in the Age of Content

@jlarkin353

MOOCS

Information is everywhere. Expertise can be learned.

Blogs

Conferences

eBooksWebinars

Emails

White papers

Training

The good old days

@jlarkin353

Remember when you could buy a click for 1c?

Unique Clicks

CPCReach

Frequency

CTRClicks

Not bad for €50!

Advertising Today

@jlarkin353

Facebook Organic reach is declining

Paid Reach is essential

Much more competitive..

Using data to gain an advantage is crucial

Most SMBs just ‘Boost’

@jlarkin353

@jlarkin353

@jlarkin353

@jlarkin353

@jlarkin353

@jlarkin353

@jlarkin353

@jlarkin353

How do we use data?

Three main types of adverts:

Custom AudiencesLookalike Audiences

Website Custom Audiences

@jlarkin353

Lookalikes - Lead Gen

@jlarkin353

Retargeting

@jlarkin353

Cross Selling

@jlarkin353

Feedback?

@jlarkin353

Thanks!

@jlarkin353

How can you use your data creatively to gain a competitive

advantage and get better results?