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4info 2016 V4 R2

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Transcript of 4info 2016 V4 R2

ACTION
DESIRE
INTEREST
AWARENESS
Building Your Digital Muscle
The connective tissue that forms strong bonds between
By
2017
the
CMO
will spend
more
on
IT
than the
CIO
- Laura McClellan, Vice President, Marketing Strategies, Gartner
99.5%
of digital data is
NEVER
ANALYZED
Little Tangible Benefit
No
Benefit
Business Ability to Take Value from Data
43%
"obtain
little tangible benefit
from their information”
"derive
no benefit
whatsoever"
23%
“You have to start with a question and not with the data,”
Andreas Weigend, former Chief Scientist of Amazon
Andreas Weigend,
former Chief Scientist of Amazon
What do we want to achieve in next X years?
What data do we have?
What data do we need to acquire?

When to use digital data?
When to use offline data?
Where will we get it from?

What will it cost?
More than
207M
people in the US
(63.9% of the population)
are
smartphone
users.
 
U.S. adults spend an average of
2hrs 54min
on smartphones and tablets. 
- eMarketer, Feb 2016

per day
- eMarketer, Oct 2015
Accuracy vs Scale
Data On-Boarding
Email Match Key Falls Short
10%
to
40%
Match
Ask more questions.
Do you have scale?
Can you measure it?
Is it really accurate?
Can my goals be achieved, given the answers?
What am I buying, exactly?
It’s not possible.
There’s no way.
We don’t have data.
They don’t measure sales.

It takes too long.
Measurement
Across Publishers
Across Screens &
Vertical
:
Client:
Channel:
Goals:
Financial Services
New accounts
Brand awareness
Establish target audience by appending client data to third party data
Serve media via 4INFO to targeted audience
Combine with addressable TV campaign
Measure against control group
1
DON’T BUY MORE DATA BEFORE YOU HAVE A FORMAL DATA STRATEGY
2
GET THE MOBILE DEVICES RIGHT; THE REST WILL FALL INTO PLACE
3
DON’T DECLARE SUCCESS UNTIL YOU’VE ACTUALLY MEASURED IT
Antonio Regalado, “The Data Made Me Do It,” Big Data Gets Personal, MIT Technology Review (2013)
462%
Lift in
new account assets
from
4INFO + ADTV campaign,
compared with control
198%
Lift in
new account opens
when combined with addressable TV
447%
Lift in
new account assets
from
4INFO

exposed group,
compared with control group
What are the
trade-offs?
Tim Jenkins
tjenkins@4info.com
Source
: http://www.cio.com/article/3003538/big-data/study-reveals-that-most-companies-are-failing-at-big-data.html
What do we want to achieve in next X years?
How will we measure success?
Brokerage firm
Mobile
Addressible TV
customers, screens and data.
Probabilistic
Deterministic
There is only one way to know.
Full Funnel Analytics
Measure It.
Thank you!
@tim_jenks
How Time Spent and Ads Have Changed by Media: 2011-2015
-10
-5
0
5
10
15
20
PRINT
RADIO
INTERNET
MOBILE
RADIO
TV
% Point Change: Ad Spending
% Point Change: Media Time
Mary Meeker, State of the Internet, 2016
TARGETING
MEASUREMENT/ATTRIBUTION
Frequent Shopper Data

Point of Sale Data

Warranty Registrations

Panels & Surveys

Credit Card Data

Prescription Data
$21 Billion
Spent on Data
To DMP or
not DMP?
51min
talking to your

spouse
How do we tie it all together?
45min
wife

speaking
1hr 16min

A Lot of
Moving Parts

per day
consuming video
Full transcript