TURNING BIG DATA INTO SMART DATA
TURNINGBIG DATAINTO SMART DATA
WHAT IS AUDIENCEBUYING?
• Reaching people, not pages• The direct purchase of audience segments based on data
collected for those segments• Targeting and audience based on demographics, behaviors,
interests, and intent
25,000,000,000,000,000,000
2.5 quintillion bytes of data produced daily on the internet** Source: IBM
BIG DATA?NO, SMART
DATA.
HOW IS DATA COLLECTED?
• Cookies record data on a user’s device• That data is separated into segments that allow a company
to target you based on previous websites you have visited
• PURCHASES• LOCATION
• BROWSING HABITS• SEARCHES
• CLICKS• DOWNLOADS
DESKTOP:
• DATA TIED TO ACCOUNTS• LOCATION DATA
MOBILE:• A person needs to be logged
into an account on mobile in order for a company to target the user with a behavioral segment
• Mobile campaigns commonly use geofencing and location to target
WHAT IS A DATASEGMENT?
Types of specific data segments
• A pool of people that fall under a particular characteristic
• Data segments can be general or specific
• Can range from gender and age (general) to what brand of cereal a person eats (specific)
WHAT KIND OF DATA IS AVAILABLE?
Information about an audience that a
company collects itself. It is used to target
returning customers
When a company uses its 1st party data and partners with another
company to increase its audience
When a company obtains big data from a 3rd party (like MasterCard)