Big Data for Publishers

Transcription

1 Big Data for Publishers November 2013

2 5 companies have technology to turn Big Data user insights into action. 5 companies control 64% of all digital advertising revenues. 2

3 Your Data is a Key Asset Current reality Google and Amazon dominate the online advertising and e-commerce value chain, respectively The common denominator for success is their ability to leverage user data to provide better services Lacking these capabilities, other online companies lose terrain in the battle for user attention Publishers countermeasures Publishers are updating their privacy policies, denying agencies, DSPs and exchanges to reuse their data to the benefit of others and themselves Publishers are getting rid of tags on their pages in order to protect their data But when doing so how will publishers use their data for their own good? 3

4

5 A data management platform is a unifying system that collects and organizes data from any source, and makes those data actionable for other applications 5

6 Users exposed to a personalized experience are more MORE ENGAGED and twice as likely to share. Extraordinary INSIGHT Higher click-through rates: personalized content delivers % higher CTRs Personalized content delivers longer sessions The number of times they return to that site afterward is more than 10X higher than when they engage with static content shown to all visitors Real-time matters. Why would you recommend an article I just read? Collaborative, Contextual and Behavioral all matter 6

7 Your Users Engage Real Time Your Users Interact 7

8 Responsive design +Personalization = Active-design Inbound Network Traffic Inbound Site Traffic Visitor Leaves Personalized landing pages with platform and profile-based intelligence Visitor Information Captured Curated Website Old Paradigm Visitor Leaves New Paradigm Monetizable action Predictive ad and content merchandising Retargeting Information Captured Monetizable action Behavioral Contextual Collaborative Analysis Retargeting 8

9 Media companies are implementing data management platforms all around the world, and for good reasons Regain and manage the privacy of a valuable asset Increase performance of core business areas Create data portability, facilitating usage across plaforms 9

10 Among Data Management project owners, only 24 percent rate their own projects as successful or better. Andy Hayler, CEO The Information Difference Andy Hayler: The Missing Link in Data Quality. 10

11 The problem with big data is that it is so big! Context: Device, time of day, geographical position, weather... Behavioral data: Interests, topics, consumption CRM data: Gender, age, patterns... purchase history, customer service interaction... 11

12 Data is about successful utilization, not about successfully building a repository In order to secure successful utilization of data, media companies must create an agile process where resources are spent on testing data for profit, rather than integrating between third party systems that do not communicate well. Source: emarketer.com 12

13 Media companies must create an agile process where resources are spent on testing data for profit, rather than integrating between third party systems that do not communicate well 1. Secure pull: Base every data asset gathered on identified business needs rather than capabilities 2. Piece by piece: Make the data small by building knowledge piece by piece rather than going for an «all-knowing» repository storing it all 3. Total value chain focus: For every new insight, secure usage according to the company s strategic objectives rather than building a repository and realize that noone uses it 4. Secure an organization that can iterate and continuously improve data rather than creating a defined project with a stopping point 5. Secure management sponsorship to get iterations prioritized across involved units 13

14 Your Users are Everything. Explicit user information User defined preferences (1st party data), demographics (3rd party data) Extract Learn Leverage Implicit User informatio n 14

15 Your Content is King Deep semantic profiles of content 15

16 Your Context is Queen Linking real-time interactions with the user Concrete Context Time, location, device, browser, language Behavioral Context Semantic analysis, click-behavior, dwell-time Collaborative Context Twin analysis, Real-time trending, Relationships 16

17 Your Profiles 17

18 User Centric APIs Give me the list of users... who have signed up for a subscription trial who have not used their subscription recently who have abandoned their shopping cart who share articles on social media services whose subscription runs out in less than two months who are interested in travel who spend more than 2 minutes on each page 18

19 19

20 Robert N. Wescott VP of Business Development, North America Mobile: (571) Skype: robtnowes