The art + science of marketing
Published on Mar 12, 2018
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MORE DECKS TO EXPLORE
PRESENTATION OUTLINE
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Data everywhere
Photo by John Biehler
Mobile moments
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Touchpoints explosion
Photo by Curtis Gregory Perry
Data = $
demographics are dead
Photo by Ed Yourdon
long live behaviours
Photo by Ed Yourdon
Marolda’s team uses deep analytics against multiple data sources to inform decisions from choice of actors, content of trailers to media buying.
Photo by Jakob Owens
"How does Netflix use analytics?"
“There are 33 million different versions of Netflix.”.
Photo by joannapoe
"we build a model that estimated a conditional probability of booking in a location, given where the person searched. A search for ‘San Francisco’ would thus skew toward neighborhoods where people who also search for San Francisco typically wind up booking, for example the Mission District or Lower Haight.”
Photo by Evento Blog España
"what a user has bought in the past, which items they have in their virtual shopping cart, items they’ve rated and liked, and what other customers have viewed and purchased. heavily customize the browsing experience for returning customers."
Photo by nffcnnr
the online-research rate of cereal is 45%, while it’s 55% and 65% for soaps and cosmetics. So CPG companies are using social media to understand the needs, gaps, brand equity, and purchase behavior leading to significant input for targeting, positioning, new product development.
Photo by Simon Shek
what if you could target searchers based on user story & prediction to buy, keyword, device, time of day, ZIP code, weather conditions?
Photo by Craig Whitehead
Moet Chandon
exploits Google to inspire contents
but users need fair exchange
Photo by Emot Icons
Thanks
Gianluca Diegoli
