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Real-Time Marketing : a Brave New World by Mind Map: Real-Time Marketing : a Brave
New World
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Real-Time Marketing : a Brave New World

to see

predictive analytics

automated workflow platforms

personalization

message

content

channel

sources

http://venturebeat.com/2014/04/20/why-madison-avenue-is-becoming-more-like-wall-street/

https://chrisohara.wordpress.com/2011/06/23/fish-don%E2%80%99t-know-he%E2%80%99s-wet/

http://venturebeat.com/2014/04/23/marketing-tech-how-to-make-or-lose-money-with-marketing-automation/

http://springload.com/2013/07/11/how-arbitrage-works-in-digital-advertising-today/

think like Wall Street

vs traditionnal marketing

speed

precision

too fast for humans

challenges

real time

analytics-intensive

needs

good algorithms

analyze bigdatas

Real-Time Bidding (RTB)

what

target user in real time

buy individual impressions BEFORE page is loaded

0.11 sec to generate target ad

why

traditional online ads = inefficient

better value for the publisher inventory

how

Demands Side Plateform (DSP), automate the purchase of ads, arbitrage, statistical model of users, cookies, historical model of inventories, campaign, probability to have the targeted user on the site, makes a bid or not

Publisher, Supply Side Plateform (SSP), provides inventory to ads exchange

Ad Exchanges, connect publishers and advertisers, value of the bid, like stock exchanges

problems

inventory quality, to have clicks you need quality content

datas from cookies are not magic

facebook and google will always have better datas than you

it is not a game

complexity

social

mobile

apps

geolocalisation

the fastest wins

reduce latency, everywhere !, not only in programs and servers, choose datacenters close to the users

problems

migration can be hard, datas, team, process, integration

dude, where is my money ?, it may take time, think "investissement"

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