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

Tony UphoffChief Executive Officer | Business.com

2BUSINESS.COM [email protected] 888-441-4466



Feels a bit complicated heh?


“Data is the foundation of digital business. Every touch-point, every click, each digital

footprint is relevant insight.”


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 DBTrack every visit to tailor the experience for the audience

Advertiser DataDSP: Krux Data from DMP fed into Krux to accelerate and expand targeted audiences and inform media buying


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.

ContentPositive audience experience, by selecting and serving personalized content based on ongoing audience data; profile, interests and intentions.

AdvertisingIncreased advertising performance, by serving contextual advertising based on the interests and intentions of the audience.


The 3 Viable Business Models In Digital Media Today

Internet Content& Digital Media

MarketingServices

Advertising Technology



Business.com harnesses the power ofdata & algorithms to help executives

acquire the knowledge, products and servicesthey need to run their businesses and careers.

What We Do


“If I had asked people what they wanted,they would have said faster horses.”

- Henry Ford



"You’re not competing with another company, you’re really competing for time and attention.”


Content Development Cycle

Planning

Ideation

Production

Distribution

Tracking

Audit




Tech Stack


Remember

Technological change always proceeds cultural change, culture

trumps strategy every time.


Reality Check

• Algorithms should not replace editorial judgment.

• Data can give a false sense of direction.

• More data is not always better.


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.



Getting Started

Data Algorithms Workflow PlatformsStrategy


“We move from selling products and services to keeping brand promises in an attention economy.”

Tony L. [email protected]: 858.333.7501Twitter: @tonyuphoff

Date post:	28-Jul-2015
Category:	Data & Analytics
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How Automation and Algorithms Can Make or Break Content and Advertising-Driven Businesses by Tony...

Data & Analytics