Data equals dollars

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  • 1. Audience data = dollars
    How can you use your data to grow your revenue?
    Presented by Yali Sassoon, Principle, Keplar, LLP
    Twitter Hashtag: #OXwebinar

2. Audience data
Why should publishers collect and develop audience data?
How can publishers collect and develop audience data?
How can OpenX Enterprise help?
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Dont miss!
Next OpenX Enterprise Demo Oct 5th at 10 am PST. Go to OpenX.com to register
3. Audience data is valuable
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Audience data
CAGR
2009-11f
5%
39%
Where the growth is
Source: The Jordan Edmiston Group IAB Mix 2010 report (Sept 2010)
4. Publishers should leverage audience data
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Direct relationship

  • Audiencepublisher relationship is direct

5. Audiences are comfortable with data collection from publishers+
Knowledge of audience

  • Audience insights drive product development alreadylots of experience to draw on

Audience data
6. Use audience data to grow revenue
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Grow
sell-through
rates

  • Make run-of or secondary inventory more targeted and attractive

Grow
CPMs

  • Better response rates means advertisers are willing to pay more

Audience data
7. How do I develop my audience data?
Start with what you already know of your audience
Take a hypothesis-led, iterative approach to developing your audience data
Work in partnership with your advertisers
Use 3rd party data to develop your 1st party data
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8. What do you already know about your audience?
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Tacit & anecdotal knowledge
Formal, quantitative knowledge
CRM
BI
Web analytics
9. Examples:

  • People who spend time reading the financial section after 11am are more likely to be wealthy senior business people or wealthy individuals

Form an initial hypothesis
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Hypothesis
Design
Analyse
Test

  • Customers who are referred to an auto site from an affiliate site are more cost conscious than those referred from other sources (e.g. review sites, car magazines, search)