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C o p y rig
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• My background in digital marketing
• Digital Marketing Analytics
• Broad strokes of the types of work done
• What trends are coming?
• Q&A
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Introduce digital marketing & analytics to this group: what is it?1
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Goal of todays presentation
Highlight skills needed & type of work, so you can determine if this is for you2
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1 yr. 5 yrs. 6.5 yrs.
Website product
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• Modem launched the First Banner Ad 1994
• IPO in 1999
• I joined Modem
Modem Media
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“An Internet that can actually be used by the masses?”
14 years ago
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1 yr. 5 yrs. 6.5 yrs.
Website product
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2006 2010 2017
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Named after Gordon Moore cofounder of Intel
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• Performance (the number of transistors in a chip) doubles every 2 years while
the cost to produce roughly halves.
• Performance increases => lead to productivity and new possibilities
Moore's Law
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through innovation and price reduction
Commercial Internet & Email
Things
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objectives
Strategy & Analytics
• Customer Analytics
• Analyze Results
• Optimize & Repeat
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Who might want my
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reach them?
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Customer Analytics: All about Data Collection & Analysis
Individual level profiles can be grouped into segments based on behaviors
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OK – so you created your hypothesis & put it into market
You know who You know where You know what
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Often executing a/b
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Channel View Customer View
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• Instead of the same message across all channels you can
sequence and adapt at each touchpoint.
• You can also determine attribution across channels to see who
truly moves the needle. (Marking Mix Attribution Analysis)
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It’s all about the pipes
• Connecting channel level engagement at the customer level can lead to
personalized offers & content that will drive up engagement & purchase rates.
• This is one of the biggest investment challenges facing firms today
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Efficiency Opportunities, if you know which 20% to focus on
lead to
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- Taken from a Forbes Article citing a Forrester Study
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Cisco predicts 50 Billion IOT Devices by 2020; 14 trillion in economic impact
Source: http://www.cisco.com/c/dam/en_us/about/ac79/docs/innov/IoE_Economy.pdf
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data and find insights!
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Google, is known to have said, “The
sexy job in the next 10 years will be
statisticians. People think I’m joking,
but who would’ve guessed that
computer engineers would’ve been
the sexy job of the 1990s?”
Smart is Sexy
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https://www.forbes.com/sites/louiscolumbus/2017/05/13/ibm-predicts-demand-for-data-scientists-will-soar-28-by-2020/#3d9687377e3b
30-40% growth in these areas over next 10 years; much
faster than average. Not enough people to fill the roles.
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Higher
Salary
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Data Scientist
technically deep
• Sales oriented; higher travel
scientists and channel specialists
• Deep knowledge of channel
web analytics, ad serving,
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Agency Tech FirmBrand Consultant
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Technical
• Excel
• SAS
• SQL
• Python
• R
• Digitally focused tool experience (Google, Adobe, etc.)
• Hadoop (unstructured data)
• Visual Synthesis
• Time Management
• Problem Solver
Need some of these Need just about all of these
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Internships Free
classes online
Formal Classes
undertaking
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The Job you
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#2 Reach of Unique
500M+ Memberships Managed
278M+ Device IDs
#1 Global CRM/
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Here are just a few of the brands we work with…
Media &
Hospitality B2B Home Services
We work with 15 of the top 20 global brands and 8 of the top 10 Fortune 500 companies.
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sought after
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Media targeting
Website Builds &
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• 8-10 billion emails
• 160 million + consumers w/
• We can reach people across all
their devices with 96% accuracy.
• 200MM Consumers
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network is a company that connects
advertisers to a long tail of web sites that
want to host advertisements. The key
function of an ad network is aggregation
of ad space supply from publishers and
matching it with advertiser demand.
Aggregator
Site A Site B Site C Site D Site E
Cooking Fashion Sports