1. @YAHOOADBUZZ
BIG DATA,
BIG SOLUTIONS
KEN SMUTNY
MANAGER, OPTIMIZATION AND SOLUTIONS ENGINEERING, YAHOO!

3. Source: EMC/IDC Digital Universe Study, 2011

4. THE EVOLUTION
Content
OF DATA
consumption
from
publishers
Direct Leveraging
marketing third-party
lists data
Integrating
Audience-
offline &
based
CRM data
modeling
online

7. MULTI-DIMENSIONAL CONSUMER VIEW
Conversion, Ad12345 Behavioral, BlueKai, In-market, Retail, Behavioral, eXelate, Intent,
Art & Collectibles Auto – buyers, Car makes

8. Technology
Data
And media
transparency
Planning and
buying process
Actionable
insights

15. SPORT SINGLE +150
ENTHUSIAST
COLLEGE
+50
GRADUATE
HIGH CREDIT
-65
CARD USER
DOG OWNER +30
FROZEN-FOODS -100
URBANITE -65

16. BIG DATA CASE STUDY
Goals
Drive sales and revenue
Increase online sales
Strategy
Pixel client’s Collect insights Integrate client’s Observe top Modeled
website on customer CRM database spenders, audience based
behaviors onto OSM spending ranges on top spenders
and cross-brand
behaviors

17. BIG DATA CASE STUDY
Cumulative % of total spend
100%
80%
60%
40%
20%
0%
Spend Deciles
60% of purchases were made by the top 10% of spenders
Average incremental revenue of over $100k per day
1,000 post-click purchases over $100 on average

18. THANK YOU
GENOMEPLATFORM.COM
@YAHOOADBUZZ

19. @YAHOOADBUZZ
BIG DATA,
BIG SOLUTIONS
SARAH LYMAN, ASSOCIATE MEDIA DIRECTOR, OMD
TONY SICONOLFI, SENIOR DIRECTOR OF SALES, YAHOO!