Speaker: Piet Hein van Dam, CEO of Wakoopa
Big data revolutionizing online advertising
http://wakoopa.pr.co/78425-big-data-revolutionizing-online-advertising
7.
From
gut
feel
to
evidence
You
think
you
are
expert,
but
80%
of
the
Cme
you
are
wrong.
That
is
what
makes
big
data
beauCful:
they
tell
the
true
story,
and
they
tell
you
-‐
out
of
the
10
ideas
you
generate
–
what
are
the
2
that
could
work.
Wouter
de
Bie,
team
lead
big
data
at
Spo3fy
(24
million
users,
6
million
paid)
14. Brands
use
3
types
of
media
to
relate
to
consumers
across
all
their
devices
Owned
media
(website,
mobile
site
and
apps)
Paid
media
(search,
banner
and
preroll
adverCsing)
Earned
media
(blogs,
social
media
fans,
likes
etc)
15. Individuals’
digital
footprints
are
extremely
rich
when
measured
single
source
across
all
devices
16. Individuals’
digital
footprints
are
extremely
rich
when
measured
single
source
across
all
devices
17. Wakoopa
engages
with
par6cipants
to
anonymously
exchange
their
digital
footprints
22. Did
the
campaign
reach
its
objec6ves?
Brand
awareness
Target
audience
Campaign
positioning
The clips had high recall (47%) and high association with
Movistar (86%). The tag-line “el verano…” had low
association with Movistar (37%)
Highest recall and association in age group 14-24 (63% and
92%) and 25-34 (48% and 87%).
Only 30% reached exiting Movistar customers, 70% was
waste. However, CTR was more than twice as high with
Movistar customers.