datapop at drs: semantic advertising: bringing meaning to big data
DESCRIPTION
Retailers today are armed with data, more data, and big data...but mining out truly actionable insights remains a challenge. Infusing semantic technology into advertising programs is solving the dilemma by adding meaning to the millions of data points available, enabling answers to the why and not just the what of digital marketing performance. Attend this tech talk to learn how semantic technology is fundamentally changing the way retailers analyze advertising data, and how they are using it to create unique and engaging ads at internet scale. Speakers: Jason Lehmbeck, chief executive officer, DatapopTRANSCRIPT
Semantic Marketing:Shopkeeper at Internet Scale
Jason Lehmbeck, CEO
3
Balls o
f Socce
r
Balls o
f Socce
r atat A
mazo
n
Am
azo
n
ww
w.am
azon.com
ww
w.am
azon.com
Buy ball of soccer at A
mazon!
Buy ball of soccer at A
mazon!
Qualified orders over $25 ship free
Qualified orders over $25 ship freeFascists
Fascists
ww
w.eb
ay.com
ww
w.eb
ay.com
Great d
eals on Fascists
Great d
eals on Fascists
Shop
today on
Offi
cial Ebay site
Shop
today on
Offi
cial Ebay site
Bel Air Police on eBay
www.ebay.com
Huge Selection of Bel Air Police Free Shipping Available. Buy Now!
Flig
ht to
hell
Flig
ht to
hell
ww
w.S
marte
rTra
vel.co
m
Find lo
w p
rices &
Gre
at D
eals o
n
Find lo
w p
rices &
Gre
at D
eals o
n
Airfa
res. B
row
se p
rom
otio
ns
Airfa
res. B
row
se p
rom
otio
ns
onlin
e!
onlin
e!
#GekkoCane
5
Price
Price
Seasonal Colors
Fabric
6
Shopkeepers Don’t Scale
77
8
Semantic Marketing =
Shopkeeper at Internet Scale
9
Luxury Fashion CategoryCODING
Likes Colors Likes variety Louis Vuitton Handbags
Retailer.com/Louis-Vuitton
Free Shipping and Free Returns!
HigherROAS
Results:
30%
Louis Vuitton Handbags Retailer.com/Louis-Vuitton
Stylish LV Handbags in 18 Colors like Turquoise and Red
10
Product
WHO
Deals > Selection
Selection > Deals
Insights
WHYAds
Emphasizing ColorAds
Emphasizing Deals
WHAT
11
HigherWeekly Clicks
Results:
335%
Refurb Black & Decker Cordless Handheld Blower
Black & Decker New Cordless Handheld Blower
HigherWeekly Clicks
Results:187%
Semantics in Product Ads
Black and Decker blower
Factory Black & Decker Cordless Handheld Blower
Black and Decker used blower
Style
Model
Price
RatingSeaso
n LineStyle
Size
Activity
Sale
Semantic Marketing
Write an ad, win a staycation!
Thank You