10 Things Big Data Tells Us About Digital Advertising

Stacy GriggsCEOEl Toro www.eltoro.com

About Me•CEO of AdTech Company -

El Toro•Built and sold 3 tech

companies in the last 10 years.

•Last 3 Companies on Inc! 500.

•One of the largest private bourbon collections in KY (we love visitors).

What is Big Data? Research conducted by CSC estimates a 4,300 percent increase in annual data generation by 2020.

1. Not All Data is Created Equal•Measure everything, believe some of it.

•Web attribution is broken.

•Use data to get information.

2. Lies, Damn Lies and Statistics•How do you measure performance?•What is a good CTR?•What is a good CVR?

3. You Don’t Have to Be Big, to Generate Big Data

• Powerful SaaS tools available to even the smallest businesses.

• Companies like El Toro produce huge amounts of data.

4. Google Analytics is Your Friend•But like any friend,

you need to invest in the relationship.▫Set Conversion

Goals▫Use UTM Codes▫Split Tests.

•You need to have other friends as well…

5. Some Tools Are Better Than Others.A Few Tools That Are Designed for SMB’s

6. You May Be Your Own Worst Enemy.• Naked Landers.• Poor CTA.• Bad Design.• A+B Testing of Ads.• Conversion Path

Testing.

7. It’s Scary Out There!

8.You’re Being Robbed!

•Almost 40% of impressions are fraudulent.

•Fraud is projected to cost brands up to $14 billion this year.

9. Most Ads Don’t Work Very Well • About 50% of clicks on mobile

ads are accidental. (Source: GoldSpot Media)

• Only 8% of internet users account for 85% of clicks on display ads (and some of them aren't even humans!). (Source: comScore)

• You are more likely to survive a plane crash than click on a banner ad. (Source: Solve Media) 

From Mike Volpe - Hubspot

10. Even Search Isn’t Safe. •99% of clicks for

phrases you rank #1 in would of ended up on your site anyway. (eBay Study).

•30% Fraudulent, does not include arb.

Source - Adomerty

Thank You