magfest 2015: big data. now what?
TRANSCRIPT
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BIG DATA. NOW WHAT?Magfest / 18 September 2015
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2.5 QUINTILLION
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A BIT ABOUT ME
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Darcie TannerDigital DirectorStripe Communications@Darcie
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ACQUISITION
@Darcie | @StripeCom | #magfest15
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Why should I bother?
@Darcie | @StripeCom | #magfest15
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REELING IT IN
@Darcie | @StripeCom | #magfest15
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BEING PROACTIVE
@Darcie | @StripeCom | #magfest15
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BUT ARE YOUUSING IT?
@Darcie | @StripeCom | #magfest15
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What’s stopping you?
• Knowing what’s useful• Set up implementation• Understanding what the
data means• Pulling useful insights• Resource• Time
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APPEARANCE
@Darcie | @StripeCom | #magfest15
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Yes Darcie, but there is SO MUCH of it. How do I make it
useful?
@Darcie | @StripeCom | #magfest15
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WHAT IS ‘GOOD DATA’?
@Darcie | @StripeCom | #magfest15
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Any data that allows you to better understand and deliver quality, contextual content to users.
@Darcie | @StripeCom | #magfest15
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WHAT THIS MIGHT LOOK LIKE…
@Darcie | @StripeCom | #magfest15
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Beware of false positives.
Example: high traffic figures don’t always = success.
Time on page, time on site and bounce rates should also show
that users are consuming & content and then some.
@Darcie | @StripeCom | #magfest15
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TRICKY TRACKING FOR PUBLISHERSSharing to make them look as if it’s something they have read.
Read it later
Sharing in dark social
Removal of tracking codes
@Darcie | @StripeCom | #magfest15
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APPLICATION
@Darcie | @StripeCom | #magfest15
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KEY AREAS TO APPLY YOUR LEARNINGS
1. Audience segmentation2. Targeting3. Content approach
@Darcie | @StripeCom | #magfest15
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Are you identical to your neighbour?
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TARGET: MOTHERS
@Darcie | @StripeCom | #magfest15
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WHAT’S A MUM?
@Darcie | @StripeCom | #magfest15
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“BUT MY AUDIENCE DOES SPAN DEMOGRAPHICS.”
@Darcie | @StripeCom | #magfest15
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HAVING A BROAD AUDIENCE IS FINE – JUST BE CLEVER IN HOW YOU APPROACH THEM
Gender Age
Platform
Interests Device Activity/intent
Location
Time of day Alter the TOV accordingly
@Darcie | @StripeCom | #magfest15
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ADDITIONAL TARGETING OPSOverlay acquired data: Email addresses, subscription information or actions on site.
Negative keyword targeting Cellular connection – wifi, 3G, 4G
Look-a-like audiences Retargeting based on a view, like, action
Situational – target those that influence your key demographic
@Darcie | @StripeCom | #magfest15
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CONTENT PROMOTION
• Upload all content, set rules• As trends peak, relevant content will
get pushed out• Content will distribute on most relevant
platforms, to segmented audiences
• House your assets and content calendars
• Auto schedule posts to go live at the time your users are most likely to engage
• Cross platform planning and un-paid targeting opportunities
@Darcie | @StripeCom | #magfest15
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*ASTERISK
@Darcie | @StripeCom | #magfest15
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AD BLOCKERSAd blocking estimated to cost publishers £14.2 billion during 2015.
There are now 198 million active adblock users around the world.
UK ad blocking grew by 82% to reach 12 million active users in 12 months up to June 2015.
Ad blocking grew by 41% globally in the last 12 months.
@Darcie | @StripeCom | #magfest15
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IT’S ALWAYS TIME TO START THINKING ABOUT WHAT’S NEXT
Data will lose it’s value from an advertising perspective, but will still hold value as a measurement and audience targeting tool.
@Darcie | @StripeCom | #magfest15
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FOLLOWING THE RULES WORKS IN YOUR FAVOUR
1. Acceptable Ads are not annoying.2. Acceptable Ads do not disrupt or
distort the page content we're trying to read.
3. Acceptable Ads are transparent with us about being an ad.
4. Acceptable Ads are effective without shouting at us.
5. Acceptable Ads are appropriate to the site that we are on.
@Darcie | @StripeCom | #magfest15
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@Darcie | @StripeCom | #magfest15
ALMOST DONE…
Acquisition Appearance Application
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@Darcie | @StripeCom | #magfest15
BONUS A
Ad blockers
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THANK YOU