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1. Online Marketing under Pressure
How to work smarter, not harder in
Free2Play online games
2. Structure
• Who is Oliver Kern
• Why is Online Marketing under pressure
• What is big data
• How can this help
• How can I apply this to my small data
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7. Why is Online Marketing under pressure?
Until today…
• It’s becoming more and more challenging to
find affordable traffic sources
• Data has not (really) worked for you
• You have been focussing on key traffic sources
and tried to optimize the ROI
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8. Why is Online Marketing under pressure?
What to do?
1. Get a deep understanding of your user types
2. Use the benefits of online advertising
3. Diversify channel mix
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9. In the world of marketing, targeting is king.
And in the world of targeting, data rules!
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10. What is big data?
In IT, big data consists of datasets that grow so
large that they become awkward to work with
on-hand/manual data management tools.
Difficulties include capture, storage, search,
sharing, analytics, and visualizing
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11. What is big data?
Data Infrastructure Insights & Analysis
Media Performance
Gamer iQU Audience Insight
1st Party Data Audience Forecasting
Data Management
Platform
- Behavioral Data
- Conversion Events
- Appended Data Decisioning
Rules Engine
Segment Builder Ad Optimization
Predictive Optimization
LP Optimization
3rd Party Data
Secure and Private Environment
Media Optimization
- Numerous 3rd party
Bidding Optimization
data relationships
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13. In the World of targeting, data rules
This is Mae Santos,
she is Australian, lives in the Netherlands and
loves playing Thirst of Night (kabam).
Thirst of Night (MMORTS)
Target audience (2 properties): male, 18-38
What did the ad look like that brought
her into the game?
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14. In the World of targeting, data rules
She viewed the ad on yahoo.co.au from the Netherlands
Her sign-up time was 1.1 minutes
She completed tutorial in 6.8 minutes
Her first payment was after 27 days
…
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15. If demographic- and geo-targeting are
not good enough anymore….
…how else do you build meaningful
segments to target?
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32. What to do?
1. Get a deep understanding of your user types
(who is playing and how do they behave)
2. Use the benefits of online advertising
(target and measure)
3. Diversify channel mix
(find appropriate targets across all archetypes)
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