'

How Automation and Algorithms Can Make or Break Content and Advertising-Driven Businesses

Понравилась презентация – покажи это...





Слайд 0


Слайд 1

Tony Uphoff Chief Executive Officer | Business.com 2 BUSINESS.COM SALES@BUSINESS.COM 888-441-4466


Слайд 2

3 BUSINESS.COM SALES@BUSINESS.COM 888-441-4466


Слайд 3

4 BUSINESS.COM SALES@BUSINESS.COM 888-441-4466 Feels a bit complicated heh?


Слайд 4

5 BUSINESS.COM SALES@BUSINESS.COM 888-441-4466 “Data is the foundation of digital business. Every touch-point, every click, each digital footprint is relevant insight.”


Слайд 5

6 BUSINESS.COM SALES@BUSINESS.COM 888-441-4466 What is This “Data” You Speak of? Data now informs all aspects of media, on and offline. At Business.com we view every site interaction as valuable pieces of data that guide our audience and advertiser experience and ongoing product development. Audience Data DMP: Proprietary Finch Platform built in Mongo DB Track every visit to tailor the experience for the audience Advertiser Data DSP: Krux Data from DMP fed into Krux to accelerate and expand targeted audiences and inform media buying


Слайд 6

7 BUSINESS.COM SALES@BUSINESS.COM 888-441-4466 What the Heck is an Algorithm? Automated way of making transactional decisions to maximize a quantified outcome, such as user actions, sentiment shift, or viewability. Algorithms can be simple or hugely complex. They can use advanced math or simple rules. Algorithms can be subject to constraints like budgets, targeting, or pacing. Content Positive audience experience, by selecting and serving personalized content based on ongoing audience data; profile, interests and intentions. Advertising Increased advertising performance, by serving contextual advertising based on the interests and intentions of the audience.


Слайд 7

8 BUSINESS.COM SALES@BUSINESS.COM 888-441-4466 The 3 Viable Business Models In Digital Media Today Internet Content & Digital Media Marketing Services Advertising Technology


Слайд 8

9 BUSINESS.COM SALES@BUSINESS.COM 888-441-4466


Слайд 9

10 BUSINESS.COM SALES@BUSINESS.COM 888-441-4466 Business.com harnesses the power of data & algorithms to help executives acquire the knowledge, products and services they need to run their businesses and careers. What We Do


Слайд 10

11 BUSINESS.COM SALES@BUSINESS.COM 888-441-4466 “If I had asked people what they wanted, they would have said faster horses.” - Henry Ford


Слайд 11

12 BUSINESS.COM SALES@BUSINESS.COM 888-441-4466


Слайд 12

13 BUSINESS.COM SALES@BUSINESS.COM 888-441-4466 "You’re not competing with another company, you’re really competing for time and attention.”


Слайд 13

14 BUSINESS.COM SALES@BUSINESS.COM 888-441-4466 Content Development Cycle Planning Ideation Production Distribution Tracking Audit


Слайд 14

15 BUSINESS.COM SALES@BUSINESS.COM 888-441-4466


Слайд 15

16 BUSINESS.COM SALES@BUSINESS.COM 888-441-4466


Слайд 16

17 BUSINESS.COM SALES@BUSINESS.COM 888-441-4466 Tech Stack


Слайд 17

18 BUSINESS.COM SALES@BUSINESS.COM 888-441-4466 Remember Technological change always proceeds cultural change, culture trumps strategy every time.


Слайд 18

19 BUSINESS.COM SALES@BUSINESS.COM 888-441-4466 Reality Check • Algorithms should not replace editorial judgment. • Data can give a false sense of direction. • More data is not always better.


Слайд 19

20 BUSINESS.COM SALES@BUSINESS.COM 888-441-4466 Behavioral Vs. Contextual Behavioral targeting can be valuable. It can also result in interruption-based advertising that is wildly out of context. Contextual delivery of content and advertising, Native, is the key but you may need to sacrifice scale.


Слайд 20

21 BUSINESS.COM SALES@BUSINESS.COM 888-441-4466


Слайд 21

22 BUSINESS.COM SALES@BUSINESS.COM 888-441-4466 Getting Started


Слайд 22

23 BUSINESS.COM SALES@BUSINESS.COM 888-441-4466 “We move from selling products and services to keeping brand promises in an attention economy.”


Слайд 23

Tony L. Uphoff tony.uphoff@business.com Office: 858.333.7501 Twitter: @tonyuphoff


×

HTML:





Ссылка: