big data
TRANSCRIPT
#Big Data
Little Data
Cardboard Box
Modern media is made of numbers
It’s right that numbers are important
Numbers make up all the digital information out there
A billion Facebook connections
And all the MEGALOLZ
Data can help him figure that out!
Impressions
Views
Reach
Clicks
Purchases
Conversions
AcquisitionsPathway to Conversion
Attribution Modelling
What about the 80% of media spend that does not use cookies?
Surely that’s having some effect?
If you only ever look within your data for improving a campaign’s performance, you will only ever change the
size of each slice
100 Things
Search
Display
VOD
Affiliates
100 Things
Search
Display
VOD
Affiliates
100 Things
Search
Display
VOD
Affiliates
The single most important data source is within the client’s own system
Internet media
Sales
Not just looking at this
But this
All factors Sales
Businesses who demystify that magic box of data, and get to a point of holistic attribution by looking inwards will be the ones who will
understand not only which 50% of their marketing budget works, but all 100%
We, as agencies, need to help them do that