turning big data into smart data: a yashi presentation

TURNINGBIG DATAINTO SMART DATA

WHAT IS AUDIENCEBUYING?

• Reaching people, not pages• The direct purchase of audience segments based on data

collected for those segments• Targeting and audience based on demographics, behaviors,

interests, and intent

25,000,000,000,000,000,000

2.5 quintillion bytes of data produced daily on the internet** Source: IBM

BIG DATA?NO, SMART

DATA.

HOW IS DATA COLLECTED?

• Cookies record data on a user’s device• That data is separated into segments that allow a company

to target you based on previous websites you have visited

• PURCHASES• LOCATION

• BROWSING HABITS• SEARCHES

• CLICKS• DOWNLOADS

DESKTOP:

• DATA TIED TO ACCOUNTS• LOCATION DATA

MOBILE:• A person needs to be logged

into an account on mobile in order for a company to target the user with a behavioral segment

• Mobile campaigns commonly use geofencing and location to target

WHAT IS A DATASEGMENT?

Types of specific data segments

• A pool of people that fall under a particular characteristic

• Data segments can be general or specific

• Can range from gender and age (general) to what brand of cereal a person eats (specific)

WHAT KIND OF DATA IS AVAILABLE?

Information about an audience that a

company collects itself. It is used to target

returning customers

When a company uses its 1st party data and partners with another

company to increase its audience

When a company obtains big data from a 3rd party (like MasterCard)

LET’S GET STARTED

To learn how to empower your ad campaigns

with data, email info@yashi.com