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4info 2016 V4 R1

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Transcript of 4info 2016 V4 R1

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
Wealth estimates
Investment propensity
HHI + spending
Aggregate credit data
Demographic
Geographic

Append client data with custom segments to identify & define investor audience
Serve media via 4INFO to targeted audience
Combine with addressable TV campaign
Measure against control group
1
DON'T GET MORE DATA BEFORE YOU HAVE A DATA STRATEGY
2
GET THE MOBILE DEVICES RIGHT; THE REST WILL FALL INTO PLACE
3
DON'T DECLARE SUCCESS UNTIL YOU'VE REACHED THE HOLY GRAIL
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 utilize it to achieve our goals?

When will it be available and ready to implement?
Do our data partners have rights to the data?
Segment Data:
Brokerage firm
Mobile
customers, screens and data.
Data Onboarding
Methodology
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
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