BIG DATA, BIG SOLUTIONS

KEN SMUTNY

MANAGER, OPTIMIZATION AND SOLUTIONS ENGINEERING, YAHOO!

@YAHOOADBUZZ

Source: EMC/IDC Digital Universe Study, 2011

THE EVOLUTION

OF DATA

Integrating

offline &

CRM data

online

Leveraging

third-party

data

Direct

marketing

lists

Content

consumption

from

publishers

Audience-

based

modeling

MULTI-DIMENSIONAL CONSUMER VIEW

Conversion, Ad12345 Behavioral, BlueKai, In-market, Retail,

Art & Collectibles Behavioral, eXelate, Intent,

Auto – buyers, Car makes

Technology

Actionable insights

Planning and buying process

Data And media transparency

SPORT

ENTHUSIAST

DOG OWNER

HIGH CREDIT

CARD USER

COLLEGE

GRADUATE

FROZEN-FOODS

URBANITE

SINGLE +150

+50

-65

+30

-100

-65

Goals

Drive sales and revenue

Increase online sales

Strategy

BIG DATA CASE STUDY

Pixel client’s

website

Collect insights

on customer

behaviors

Integrate client’s

CRM database

onto OSM

Modeled

audience based

on top spenders

Observe top

spenders,

spending ranges

and cross-brand

behaviors

0%

20%

40%

60%

80%

100%

Spend Deciles

Cumulative % of total spend

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

BIG DATA CASE STUDY

THANK YOU

GENOMEPLATFORM.COM

@YAHOOADBUZZ

BIG DATA, BIG SOLUTIONS

SARAH LYMAN, ASSOCIATE MEDIA DIRECTOR, OMD

TONY SICONOLFI, SENIOR DIRECTOR OF SALES, YAHOO!

@YAHOOADBUZZ