magfest 2015: big data. now what?

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BIG DATA. NOW WHAT? Magfest / 18 September 2015

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Page 1: Magfest 2015: Big Data. Now What?

BIG DATA. NOW WHAT?Magfest / 18 September 2015

Page 2: Magfest 2015: Big Data. Now What?

2.5 QUINTILLION

Page 3: Magfest 2015: Big Data. Now What?

A BIT ABOUT ME

Page 4: Magfest 2015: Big Data. Now What?

Darcie TannerDigital DirectorStripe Communications@Darcie

Page 5: Magfest 2015: Big Data. Now What?

ACQUISITION

@Darcie | @StripeCom | #magfest15

Page 6: Magfest 2015: Big Data. Now What?

Why should I bother?

@Darcie | @StripeCom | #magfest15

Page 7: Magfest 2015: Big Data. Now What?

REELING IT IN

@Darcie | @StripeCom | #magfest15

Page 8: Magfest 2015: Big Data. Now What?

BEING PROACTIVE

@Darcie | @StripeCom | #magfest15

Page 9: Magfest 2015: Big Data. Now What?

BUT ARE YOUUSING IT?

@Darcie | @StripeCom | #magfest15

Page 10: Magfest 2015: Big Data. Now What?

What’s stopping you?

• Knowing what’s useful• Set up implementation• Understanding what the

data means• Pulling useful insights• Resource• Time

Page 11: Magfest 2015: Big Data. Now What?

APPEARANCE

@Darcie | @StripeCom | #magfest15

Page 12: Magfest 2015: Big Data. Now What?

Yes Darcie, but there is SO MUCH of it. How do I make it

useful?

@Darcie | @StripeCom | #magfest15

Page 13: Magfest 2015: Big Data. Now What?

WHAT IS ‘GOOD DATA’?

@Darcie | @StripeCom | #magfest15

Page 14: Magfest 2015: Big Data. Now What?

Any data that allows you to better understand and deliver quality, contextual content to users.

@Darcie | @StripeCom | #magfest15

Page 15: Magfest 2015: Big Data. Now What?

WHAT THIS MIGHT LOOK LIKE…

@Darcie | @StripeCom | #magfest15

Page 16: Magfest 2015: Big Data. Now What?

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

Page 17: Magfest 2015: Big Data. Now What?

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

Page 18: Magfest 2015: Big Data. Now What?

APPLICATION

@Darcie | @StripeCom | #magfest15

Page 19: Magfest 2015: Big Data. Now What?

KEY AREAS TO APPLY YOUR LEARNINGS

1. Audience segmentation2. Targeting3. Content approach

@Darcie | @StripeCom | #magfest15

Page 20: Magfest 2015: Big Data. Now What?

Are you identical to your neighbour?

Page 21: Magfest 2015: Big Data. Now What?

TARGET: MOTHERS

@Darcie | @StripeCom | #magfest15

Page 22: Magfest 2015: Big Data. Now What?

WHAT’S A MUM?

@Darcie | @StripeCom | #magfest15

Page 23: Magfest 2015: Big Data. Now What?

“BUT MY AUDIENCE DOES SPAN DEMOGRAPHICS.”

@Darcie | @StripeCom | #magfest15

Page 24: Magfest 2015: Big Data. Now What?

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

Page 25: Magfest 2015: Big Data. Now What?

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

Page 26: Magfest 2015: Big Data. Now What?

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

Page 27: Magfest 2015: Big Data. Now What?

*ASTERISK

@Darcie | @StripeCom | #magfest15

Page 28: Magfest 2015: Big Data. Now What?

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

Page 29: Magfest 2015: Big Data. Now What?

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

Page 30: Magfest 2015: Big Data. Now What?

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

Page 31: Magfest 2015: Big Data. Now What?

@Darcie | @StripeCom | #magfest15

ALMOST DONE…

Acquisition Appearance Application

Page 32: Magfest 2015: Big Data. Now What?

@Darcie | @StripeCom | #magfest15

BONUS A

Ad blockers

Page 33: Magfest 2015: Big Data. Now What?

THANK YOU