Evan Hanlon is Director of Public Strategy Xaxis
There a certain type of person I've learned not to trust: someone who insists they can do simple things. I recognize how problematic that is for me, a person whose job is to actually make things simple. But I guess it's because I dive into what lies behind the design studio of slides and know how deep the rabbit hole goes.
A new era of tech events began
We're back in New York in November for the 4th edition of our technology event focused on growth.
It is ironic that almost all eye-roll inducing the invocation of "big data" is accompanied by a sales pitch to a tool that makes it easy. the data is handled as a magic wand, a panacea for the new information age, firmly wedged between internet bubble and internet bubble two.
He then packed up like so many other solutions, placed on a shelf well maintained, then quickly flies out and in the hands of brand marketing, their agencies, and dozens of others in between.
the main flaw in this system, however, is reductio ad absurdum that something as chaotic, unwieldy, and often unstructured data like large, non-intuitive can be transformed into something easy. It can not. But that's not necessarily a bad thing.
There is no simple solution to win at chess. However, embracing the complexity that comes with today's complex systems that knit together the programming audience buying landscape, we are arming actually has more tools.
When the complex material data
Take predictive modeling. Instead of targeting one or two obvious signals (think buying a pre-built ice cream intenders segment when you're looking for people who want ice cream) a competent buyer audience watching hundreds or thousands of , non-intuitive anonymous entries to create models that are marked against a certain event (in this case, the ice cream purchases).
membership Gym, car ownership, the last time someone searches for flights, level of sharing of social media, the propensity to buy designer shoes, enthusiasm for team sports; these are all points of data at face value without respect to ice cream. But with enough high volume, and if we consider the right combination, these things become statistically significant.
The nominal value of buy signals and the intent is just the beginning; what are complex skills on the world that provide the power.
complexity Elements
So, complexity, or more specifically, the ability to successfully exploit the complexity in the service of the brand goals, is good. For traders in the programming environment, the question then becomes whether there are simple and effective ways to evaluate these complex systems.
As a starting point for assessing this shiny black box, we have compiled a short list of items to consider.
Scale & Speed
Programmatic is based around the law of large numbers. More information and sources of information more immediately on hand allow greater accuracy regarding the identification of best ratings for any particular marketing message.
Programmatic is a highly probabilistic company. Bumping the number of data sets that you are able to crunch in context with another gives exponential improvements and allows ads to be delivered faster and with more confidence.
Science & Engineering
Just throw a bunch of data into a bucket and agitation, does not automatically mean quality equal results. Rather, the results will be as good as the system's ability to make sense of all the power data in it.
The best systems have teams capable of scientists and ship's engineers and direction data are constantly self-improvement. The more decisions that are made, the more results we have, which in turn leads to a clearer vision and constant improvement decisions in the future.
Open Architecture and sequential abilities
Nothing exists in a vacuum, least of all digital media. Therefore, you need to be able to ingest, integrate and activate against the data streams from all available sources, and more.
For example, you know how your mobile ads perform in the context display, online video, etc. This allows brands to create ad sequences to relevant audiences across that offer better performance than single channel listings evaluated independently from the rest of the digital spending.
If you can not create sequential purchases or measure different advertising channels in context, you get a blinkered view of the overall performance and therefore are even limited in the overall effectiveness of the campaign . And nothing is more important today than the largest possible image.
The last factor of real programmatic killer platform, however, is the human part of the equation . All the processing power in the world means little without a human hand can steer the ship.
While technology expands our ability to understand complex data sets, we must never forget that people are not data points. The course of history has shown that irrationality is one of our specialties, which means that there is not better than a human to think like a human.
So the next time you encounter someone wearing simplicity of announcement, you should run the other way? Absolutely not - after all, it could be me. Instead, go with a clear understanding that simple means simply brilliant styling logo which should actually be a complex system.
Big data is inherently complex. While "making it easy" is, of course, the goal of all players in space - when selling to non-gamers - the better your understanding of what exactly made easier, more confidence you can have your "simple" solution is fully honors its great potential data.