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Using data to gain an unfair advantage in
advertising
by
John Larkin
@jlarkin353
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About me
Background in Marketing & Advertising
Hi!
@jlarkin353
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About me
Background in Marketing & Advertising
then I found poker..
@jlarkin353
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Poker is luck?
@jlarkin353
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Poker is luck?
No.
Poker is about DATA
Data is Knowledge and Knowledge leads to
Advantage.
@jlarkin353
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Poker is luck?
No.
Poker is about DATA
Data is Knowledge and Knowledge leads to
Advantage.
Advantage makes
Money
@jlarkin353
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Are you Smarter than your Competition?
Maybe…
@jlarkin353
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Does it matter?
It means less and less
every week, month, year…
@jlarkin353
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We are living in the Age of
Content
@jlarkin353
MOOCS
Information is everywhere. Expertise can be
learned.
Blogs
Conference
s
eBooks
Webinars
Emails
White
papers
Training
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The good old days
@jlarkin353
Remember when you could buy a click
for 1c?
Unique
ClicksCPC
Reac
h
Frequen
cyCTRClicks
Not bad for €50!
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Advertising Today
@jlarkin353
Facebook Organic reach is declining
Paid Reach is essential
Much more competitive..
Using data to gain an advantage is crucial
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Most SMBs just ‘Boost’
@jlarkin353
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@jlarkin353
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@jlarkin353
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@jlarkin353
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@jlarkin353
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@jlarkin353
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@jlarkin353
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@jlarkin353
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How do we use data?
Three main types of adverts:
Custom Audiences
Lookalike Audiences
Website Custom Audiences
@jlarkin353
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Lookalikes - Lead Gen
@jlarkin353
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Retargeting
@jlarkin353
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Cross Selling
@jlarkin353
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Feedback?
@jlarkin353
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Thanks!
@jlarkin353
How can you use your data creatively to
gain a competitive advantage and get
better results?